APAC Adspend To Continue Upward Trend

Regional - Total ad spend in the Asia Pacific region is expected to rise by 7.2% in 2012, according to ZenithOptimedia.

The forecast predicts that Asia Pacific's contribution to total global ad expenditure will increase from 25% in 2010 to 28% in 2014, driven by its current economic performance and future potential. 

Over the next three years, the region (excluding Japan) will grow by an average of 10.4% a year.

China being one of the largest contributors to ad spend growth is expected to up the spend to 16.4% in 2012 from 14.6% in 2011.

Factors that will drive the increase include projected higher domestic consumption for local and international brands, interest in the summer Olympics and the government promoting growth initiatives, the report concluded.  

While television's share in the Asia Pacific ad market has grown to 40.7% in 2011, the forecast predicts that it will see a slight decline to 39.7% by 2014 while the Internet's share will continue to rise from 16.9% now to 22.8% in 2014.

BRIC markets are forecast to account for 33% of global growth, while six fast growing markets such as Indonesia and South Korea are expected to deliver another 15% of global growth.

Markets such as India, Vietnam and the Philippines are projected to grow by at least 5% in 2012, with Japan expected to post a 3.1% increase in 2012. 

Globally, the report said, advertisers in much stronger position to invest in marketing than they were at the start of the last downturn and are willing to invest cash reserves to win market share and stimulate consumer demand.