Traditional advertising refers to the dissemination of commercial messages through media channels to a large audience. Film, television, magazines, newspapers, outdoor, and radio advertising are the various categories of traditional advertising.
In Asia-Pacific, the TV segment of traditional advertisements continues to be the major contributor, accounting for 62% of the market for traditional advertisements. TV advertisements increased in 2021 due to the outbreak of the COVID-19 pandemic, with the increase in demand for media platforms being greater than that for print media platforms. This is followed by the Outdoor and Newspaper segments with 15% and 11%, respectively. Despite the pandemic, the market size of outdoor and newspaper advertisements grew 9% and 15%, respectively.
The traditional advertisement market in Asia-Pacific stood at $68,562 million in 2021. The market for traditional advertisements increased 6% in 2021 on account of an increase in the launch of products by companies. The entry of new and small companies boosted the demand for traditional advertisement, which has been facing stiff competition from the online advertisement segment.
The traditional advertisement market in Asia-Pacific registered negative growth of 6.35% during 2017–21. This explains the growth in the alternative modes of advertisement, including digital advertising.
Moreover, companies globally spent less on advertisements as the demand decreased owing to restrictions on non-essential services due to the outbreak of the pandemic in 2020.
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