Predictably, the internet continued to lead the charge for growth in Asia-Pacific, with a three-year combined average incorporating forecasts estimating growth to sit at almost 30 per cent. Online growth will far outstrip television (close to 11 per cent average yearly growth) as the latter is coming off a far larger base, with the region accounting for US$45 billion in TV spend.
Sponsorship is showing its strongest growth in 15 years, though, with an average annual increase of 15 per cent, underscoring the channel’s emerging importance as part of the marketing mix.
The Beijing Olympics is thought to be a key factor in the growing interest in sponsorship, along with a host of non-Olympic sporting events gaining greater prominence among Asian consumers.
“Brands in Asia-Pacific are starting to realise the power of sponsorship, but what they need to start to understand more clearly is how to effectively leverage the benefits that sponsorship can offer,” said Mike Rich, GroupM content division CEO.
“The brands will clearly spend more in this space and that will continue, but the question is how much value they extract from their expenditure.”
Newspapers continued to remain fairly stagnant at just over two per cent average growth over the three year period. On the other hand, both radio and outdoor show signs of renewed interest from marketers at nearly 10 and seven per cent change respectively.
Regional sponsorship to hit 15-year high
ASIA-PACIFIC - The latest GroupM 'This year, next year' media and marketing forecast has found that sponsorship, a segment of marketing services, is one of the fastest-growing channels in the region in terms of spend.