Staff Reporters
Mar 31, 2023

Advertisers in APAC increased digital ad spend in 2022

TOP OF THE CHARTS: Nielsen Ad Intel shows a big jump in ad spending in highly competitive markets.

Advertisers in APAC increased digital ad spend in 2022

Source: Nielsen Ad Intel tracks competitive brand level ad activity across the entire media landscape, drilled down across Thailand, Indonesia, Singapore, Malaysia, Philippines, South Korea, and Taiwan to provide a local-level snapshot of ad investment, total spend, year-on-year growth, and driving factors.  

Key findings

  • Investment in advertising in Thailand, Indonesia, Singapore, Malaysia, Philippines, South Korea and Taiwan jumped by almost US$55 billion in 2022—an overall increase of 12%. 
  • The rise was spearheaded by digital advertising, which grew by a whopping 64% from 2021, followed by outdoor at 19% and TV at 6%. As crowds returned to the movies, cinema advertising also rebounded, growing by 131%, while radio dropped 8%. 
  • At a country, rather than channel level, Singapore led the year-on-year increase with growth of 10.17%. Thailand and Malaysia followed closely with growth of 9.12% and 8.05% respectively. 

More from this source:

  • Online shopping and gaming led ad spend in Indonesia, which reached $19.2 billion for the year—a 5.02% increase from 2021, with TV, internet, and print media leading the way. Unilever, Mayora, and Valorant were the top three spenders. 
  • Philippines' ad spend reached $18.8 billion in 2022, up 3.87%. The personal care and hygiene industry, led by Procter & Gamble and Unilever Philippines dominated the list of top spenders.  
  • South Korea's ad spend rose to $8.7 billion in 2022, up by 5.54%. The biggest spenders were tech companies, with Samsung leading the list, followed by LG Electronics and KT Corporation. HiteJinro was the only non-tech company in the top five advertisers.  
  • Thailand's ad spend increased by 9.12% in 2022 with FMCG companies topping the list. Unilever, Procter & Gamble, and Nestle were the biggest spenders, helping Thailand’s ad spend grow to $3.6 billion for the year. TV and digital media were the most utilised ad channels, with outdoor and cinema also seeing significant growth.  
  • Singapore’s ad spend reached $1.6 billion in 2022—an increase of 10.17%. The highest spend came from social, followed by TV and outdoor. The list of top spenders was dominated by e-commerce and retail brands, with Lazada, NTUC FairPrice, and Amazon leading the pack. 
  • Malaysia's ad spend reached $1.5 billion in 2022—a growth of 8.05%. TV, digital, and newspapers had the highest share. Fast food saw the highest growth, increasing 35% as McDonald's, KFC, and Pizza Hut topped the category list.  
  • Taiwan's ad spend rose slightly to $900 million in 2022, with TV being the most prominent medium. Health food topped the list of categories, with Procter & Gamble Home Products, Suntory Wellness Taiwan, and Standard Foods among the biggest spenders.  
Source:
Campaign Asia

Related Articles

Just Published

3 hours ago

40 Under 40 2024: Eddie Morton, Sandpiper

Leveraging his journalism and communications expertise, Morton has propelled Sandpiper’s health to new heights, earning three promotions in three years.

4 hours ago

Biti's Hunter 'steps forward' in new branding campaign

REBRANDING EXERCISES: The Vietnamese footwear brand taps Dentsu Redder to resonate with a new generation through its new streetwear-inspired offering.

5 hours ago

Top Chinese snack company faces regulatory scrutiny ...

China’s premium snack giant Bestore is under regulatory scrutiny after influencers exposed labeling inconsistencies. The publicly listed brand has a presence in 15 countries.

6 hours ago

Move and win roundup: Week of November 4, 2024

In this week's roundup, Moët Hennessy ANZ appoints Nausicaa Charrier as its new marketing director, Third Avenue Consulting and Superdream strengthen their leadership teams. Read about the latest appointments, business wins, and leadership changes across the industry.