TV still outstrips ‘tiny’ online revenue in APAC

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Traditional TV media continued to drive ad revenue growth for key markets in Asia Pacific, accounting for 39% of total ad revenue last year, according to a report today in Campaign Asia.

The site quotes an IHS Markit report that covers Australia, China, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore and South Korea – in these markets, revenue generated from ads increased by 4.5% in 2016 compared to the previous year, with the total revenue reaching US$139 billion (NZ$198b).

Philippines and India recorded the highest revenue growth among the 10 countries studied; and the Asia Pacific region accounted for one-third of the total global advertising market last year.

Qingzhen Chen, senior analyst, IHS Markit, said in a statement that factors such as rising consumerism, emerging middle class and rapid mobile device adoption among the younger demographic contributed to the robust growth of the ad market last year.

“These factors will continue to propel the growth of advertising in the longer term. In contrast, growth for mature ad markets like Australia, New Zealand and Japan continues to be predominantly driven by innovation, better audience measurement, and digital adoption of traditional media via out-of-home access,” said Chen.

“Despite the double-digit rate, online ad revenue is still small compared to traditional TV media.”

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