While the portion of the ad budget going to internet advertising still trails global averages in Japan and India, ongoing growth in internet spend seems set to erase such variations over time, according to detailed 2019 adspend data from Warc.
The charts below, shared exclusively with Campaign Asia-Pacific, break down spending by media category for five APAC markets. The date come from Warc's recently released Global Ad Trends Report, produced in collaboration with Nielsen, which provides "a new industry-standard measure" of net advertising investment data across 19 categories and 23 markets, according to Warc.
- Australia outspends the global average on internet and radio, but spends less on TV.
- China overindexes in internet spending, to the tune of 14.1% above the global average. OOH is seeing a five-year growth rate of 36.8%.
- Japan underindexes on internet spend by 13.6% and invests more than the average on OOH and TV spending. However, internet spend is the only category seeing growth.
- India spends 26.8% below the global average on internet ads, and 20.8% above the global average on print, but internet spend is up 26.9% year-over-year.
- New Zealand's strongest media, compared to global averages, are radio and print, but internet spending is rising 14.1% over five years.
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