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%, according to new data from the comprehensive ad spend monitoring service Nielsen Ad Intel. 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%.
“These Ad Intel numbers for 2022 show marketers backing advertising as the best, most cost-effective way to connect brands with customers and keep them engaged. What they also demonstrate is that marketers need to be savvier than ever about how they invest those ad dollars, utilizing the very best data, in order to get an edge on their competition and maximize their ROI,” commented Arnaud Frade, President of Commercial at Nielsen Asia.
Nielsen Ad Intel, which tracks competitive brand level ad activity across the entire media landscape, drilled down across selected Asian markets to provide a local-level snapshot of ad investment, total spend, year-on-year growth, and driving factors. 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.