Digital advertising spend in Asia jumped 64% in 2022, part of overall advertising investment that increased by 12% for the year across seven markets in Asia, Nielsen’s new Ad Intel data shows.

Investment in advertising in Thailand, Indonesia, Singapore, Malaysia, Philippines, South Korea and Taiwan jumped to US$54.1 billion in 2022 – an overall increase of 12% over 2021, the ad monitoring service said.

The rise was spearheaded by digital advertising, which grew 64% from 2021, followed by outdoor at 19% and TV at 6%.
 As crowds returned to the movies, cinema advertising also rebounded, growing by 131%, while radio dropped 8%, the reports said. 

Singapore led the year-on-year increase with growth of 10.17%. Thailand followed with growth of 9.12%. Malaysia was up 8.05%. 

Indonesian adspend was up 5.02% in 2022 to US$19.2 billion (based on gross rate card excluding discounts and bonuses). Growth was led by online shopping and gaming. 

2022 adex in the Philippines reached US$18.8 billion, +3.87% from 2021. The figure excludes digital media, which Nielsen only started monitoring in 2022. 

The Philippines’ advertising market is dominated by the personal care and hygiene industry. Procter & Gamble and Unilever Philippines are the biggest spenders. 

South Korea’s ad spend rose to US$8.7 billion in 2022, up 5.54%. The biggest spenders were tech companies, led by Samsung, LG Electronics and KT Corporation. 

Thailand’s ad spend increased by 9.12% to US$3.6 billion in 2022. Unilever, Procter & Gamble,and Nestle were the biggest spenders. TV and digital media were the most utilised ad channels, with outdoor and cinema also seeing significant growth, Nielsen said. 

Singapore’s ad spend reached US$1.6 billion in 2022 – an increase of 10.17%. The highest spend came from social, followed by TV and outdoor. 

Malaysia ended the year at US$1.5 billion, up 8.05% over 2021. TV, digital, and newspapers had the highest share. 
Taiwan’s ad spend rose 0.15% in 2022 to US$900 million, with TV in the lead.