Online advertising refers to the dissemination of commercial messages through digital media channels to a large audience. Ecommerce, Non-Search, and Search are the various categories of online advertisement.
The market for online advertisements in Asia-Pacific is dominated by the Search segment, which accounts for 55% of the region’s online advertisements market. This is followed by the Non-Search and Ecommerce segments with 40% and 5%, respectively.
The search Segment grew in recent years with companies adopting digital advertising on a large scale for their product offerings.
Online advertisement grew 11% in 2021 following an increase in the number of internet users in the region and the recovery in demand in the post-COVID-19 pandemic period, which led to businesses resuming their operations full scale. Many new companies adopted digital advertising platforms to promote their products and services.
The major countries in Asia-Pacific contributing to online advertisement include China, Japan, and Australia.
The online advertisement market in Asia-Pacific grew at a CAGR of 10.3% during 2017–21. This explains the growth in alternative modes of advertisement, including digital advertising. Online advertising captures a greater share and budget of the advertising market on account of the increase in digital awareness among consumers and the use of digital devices such as smartphones and smart TVs.
Companies globally reported a decline in advertisement spending as the demand decreased owing to restrictions on non-essential services due to the outbreak of the pandemic in 2020.
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