MPA: AsiaPac Ad Revenues to Rise 5 Percent This Year

Advertising revenues across 14 markets in the Asia Pacific will reach $238 billion this year, according to a new report from Media Partners Asia (MPA), a 5.1 percent gain.

MPA’s Asia Pacific Advertising Trends 2024 projects that the region’s adspend will see a 4 percent compound annual growth rate (CAGR) from 2024 to 2029, reaching $290 billion.

Digital continues to command an increasing share of the ad pie, claiming 69 percent ($164 billion) of revenues this year. By 2029, its share will be 74 percent for $215 billion in adspend. Premium AVOD will see a 9.2 percent CAGR to reach $12 billion in 2019, with UGC/social media platforms, including YouTube, Meta and TikTok, expanding to $39 billion. Linear TV, meanwhile, will see a 2 percent contraction.

The key markets that are driving ad revenue gains are China, Japan, India, Australia, Korea, Indonesia and Vietnam; by 2029, these seven markets will have contributed almost $50 billion in incremental revenue. India is a key standout, with a 10.4 percent projected gain this year and a 9 percent CAGR through 2029.

“The industry’s future is intrinsically linked to the rising adoption of commerce, connected TV and premium AVOD, alongside the persistent dominance of UGC/social video platforms,” said Vivek Couto, executive director of MPA. “Retail media is set to drive over 50 percent of incremental growth in total advertising across six key markets over 2024-29, while online video retains its position as the fastest-growing media segment across all 14 measured markets.”