AI is in, print is out...or is it? Creative glossies and magazines might still have more to offer than meets the tech eye, analyses Campaign Asia-Pacific's editor.
After experiencing a slowdown in 2020 due to the pandemic and bouncing back with double-digit growth in 2021, ad spending growth rates in most APAC markets are now returning to the levels and trends pre-Covid.
A year of crackdowns and mixed economic fortunes in APAC makes the region the lowest performer globally in 2021, as powerhouse China's growth rate falters.
Latest Magna global advertising forecast predicts 12.8% APAC growth in 2021 led by China, with India predicted to outpace all global markets next year.
Magna global advertising forecast predicts a record 13.5% rise in ad spend in 2021 to all-time high of $657 billion, led by strong gains in the UK, China and US.
Robust digital spending fuelled by small businesses propelled growth, leading GroupM, Magna and Zenith to revise their forecasts upward.
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