Market Insights Advertising & Media Advertising TV & Video Advertising

Digital Video Advertising - Asia

Asia

Ad spending in the Digital Video Advertising market in Asia is forecasted to reach €62.71bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 6.34%, leading to a projected market volume of €85.29bn by 2029.
With a projected market volume of €79,180.00m in 2024, the majority of revenue is expected to be generated the United States.
In the Digital Video Advertising market in Asia, 81% of total ad spending will be generated through mobile in 2029.
The average ad spending per internet user in the Digital Video Advertising market in Asia is projected to be €18.30 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Asia is estimated to reach €6.67bn in 2024.
Connected TV is predicted to demonstrate an annual growth rate (CAGR 2024-2029) of 8.00%, resulting in a projected market volume of €9.80bn by 2029.
Ad spending on short-form videos in the Digital Video Advertising market in Asia is projected to reach €39.75bn in 2024, with an expected annual growth rate (CAGR 2024-2029) of 7.74%, resulting in a projected market volume of €57.70bn by 2029.
In Japan, the surge in programmatic buying is reshaping the digital video advertising landscape, offering targeted and efficient ad placements to brands.

Key regions: Australia, Europe, India, China, Asia

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Analyst Opinion

Digital Video Advertising in Asia is experiencing significant growth and development, driven by customer preferences for engaging and interactive content, as well as the increasing availability of high-speed internet and mobile devices.

Customer preferences: In Asia, customers are increasingly turning to digital video advertising as a preferred medium for consuming content. This is due to the convenience and flexibility it offers, allowing users to access video content anytime, anywhere, and on any device. Additionally, customers are drawn to the engaging and interactive nature of digital video advertising, which often includes interactive elements such as clickable links, quizzes, and surveys. This not only enhances the user experience but also provides advertisers with valuable data and insights about their target audience.

Trends in the market: One of the key trends in the digital video advertising market in Asia is the rise of mobile video consumption. With the increasing penetration of smartphones and affordable data plans, more and more customers are watching videos on their mobile devices. This has led to a shift in advertising strategies, with advertisers focusing on creating mobile-friendly video content that is optimized for smaller screens and can be easily consumed on the go. Another trend in the market is the growing popularity of short-form video content. Platforms such as TikTok and Instagram Reels have gained immense popularity among Asian consumers, particularly the younger demographic. Advertisers are capitalizing on this trend by creating short and visually appealing video ads that can capture the attention of viewers in a matter of seconds.

Local special circumstances: Asia is a diverse region with different cultures, languages, and preferences. Advertisers need to take into account these local special circumstances when creating their digital video advertising campaigns. For example, in countries like China and Japan, where there is a strong preference for local content, advertisers need to tailor their ads to resonate with the local culture and language. Similarly, in countries with multiple languages, such as India, advertisers need to create content in different languages to effectively reach their target audience.

Underlying macroeconomic factors: The growth of the digital video advertising market in Asia is also influenced by underlying macroeconomic factors. The region has been experiencing rapid economic growth, which has led to an increase in disposable income and consumer spending. This, in turn, has created a larger market for advertisers to tap into. Furthermore, the increasing availability of high-speed internet and the ongoing digital transformation in Asia have played a significant role in the development of the digital video advertising market. As more people gain access to the internet and adopt digital technologies, the demand for digital video advertising is expected to continue growing. In conclusion, the digital video advertising market in Asia is thriving due to customer preferences for engaging and interactive content, the rise of mobile video consumption, the popularity of short-form video content, local special circumstances, and underlying macroeconomic factors such as rapid economic growth and digital transformation. Advertisers in the region need to stay updated with the latest trends and adapt their strategies to effectively reach their target audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.