Asia Pacific Media Planning and Buying Market Report and Forecast 2024-2032

Asia Pacific Media Planning and Buying Market Outlook

The Asia Pacific media planning and buying market size reached a value of more than USD 156.82 billion in 2023. The market is expected to grow at a CAGR of 12.4% in the forecast period of 2024-2032.

News and Developments in the Market

In April 2023, Dentsu Inc., ISID, subsidiaries of Dentsu Group Inc., and Fujitsu announced their strategic cooperation.  The collaborative effort aims to create sustainable development for client companies while resolving environmental and social issues.

It will be done by implementing a system that helps their clients to respond immediately to any consumers’ diversifying and changing needs. This will help in the media planning and buying market expansion.

In October 2021, Publicis Groupe announced the acquisition of CitrusAd. The acquisition was made for AUD 205 million. This acquisition will help the Publicis Groupe to lead the retail media with the latest technology of CitrusAd.

In October 2021, Omnicom Media Group, a subsidiary of Omnicom Group, announced the acquisition of Jump 450 media. This will enable the Omnicom Group to enhance its performance marketing. Moreover, with Jump 450, the Omnicom Group will be able to make more data-driven decisions to drive growth and customer acquisition.

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Key Market Trends include Digital Media Channels, Expanding to Emerging Regions, and Implementation of 3D and Augmented Reality

Media planning is the process of deciding when, how, and to whom a marketing or advertising message will be sent.

The whole process is to identify the target audience, their interests, and their active platform. The data is then used to create innovative advertisements to maximise engagement and return on investment (ROI).

This is done by thoroughly researching the market to execute plans at the right time for the audience. Media buying refers to the purchasing of time and place for advertisement from media channels like social media channels, television channels, and newspapers, among others.This helps businesses and brands to connect and convey their thoughts to existing and potential customers.

 
The key market trends in the market include the following:

• The growing transition from traditional to digital media channels has been a key trend in the market. The advancing technology has also been aiding the media planning and buying market development.

• Established players from developed regions are looking to expand their reach into the Asia Pacific. They are doing so due to the rapid development and high media consumption. This shift will enhance the development during the forecast period.

• Small and big businesses alike are increasingly adopting the new and innovative 3D and augmented reality advertising. They allow users to interact with the piece of ad, increasing the engagement exponentially.

Technological Penetration, Growing Industrialisation, and Rising Population of Youth¬¬ Provide Significant Growth Opportunities to the Market

Increasing Technological Penetration in the Region

The Asia Pacific region is showing rapid technological development, enabling the countries to utilise the latest advertising methods. AI is also being implemented for faster planning and buying for advertisement. This will add further growth to the media planning and buying market value.

Growing Competitive Market

As the countries keep developing, competition between companies will rise, and advertisement is crucial in attaining customer engagement. This rise in the competition will help in propelling the growth of the market.

Rising Population of Youth

As the internet access rate rises and mobile devices are widely used, especially by the younger generation, digital advertising presents numerous opportunities for the Asia Pacific media planning and buying market.

Major Challenges for the Market include Advertisement Fraud, Vast Data, and Multi-Platform Marketing

Advertisement Fraud

This is one of the most common issues for the market. Scammers sell advertising spots to advertisers that hold no value. They use methods like ghost sites, pixel stuffing, and ad stacking, among others, to scam people.

A Vast Amount of Data for Research

The number of internet users grow with every passing day, and with it increases the amount of data to research. This makes it difficult to understand the interests of the target audience.

Managing Multi-Platform Marketing

Multi-Platform advertising has become a necessity to compete in this crowded market. But, managing multi-platform advertising can become quite hectic and brings many variables into play.

Asia Pacific Media Planning and Buying Market Analysis

Based on type, the market can be segmented into traditional and digital. Based on the enterprise size, it can be bifurcated into small and medium enterprises, and large enterprises.

Based on application, the different segments in the market include FMCG, BFSI, automotive, IT and telecom, education, healthcare, food and beverage, and media and entertainment.

The regional markets include countries like China, Japan, India, ASEAN, and Australia, among others.

The extensive EMR report provides a detailed assessment of the market based on Porter's five forces model and provides a SWOT analysis.

The report comprehensively analyses key players in the Asia Pacific media planning and buying market, covering their competitive landscape and the latest developments like mergers, acquisitions, investments and expansion plans.

• Publicis Groupe

• Mindshare Media Ltd.

• PHD Media

• Dentsu International

• Starcom Worldwide, Inc.

• Others

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The Major Types include Traditional and Digital Segments

Based on type, the Asia Pacific media planning and buying market can be divided into traditional and digital segments.

Traditional media refers to offline marketing strategies, such as direct mail, newspapers, magazines, and direct sales, among others. This segment is more helpful in reaching local audiences, and the target audience is usually the older generation. However, it provides limited interaction with the audience and the coverage area is low.

Digital media has become widely popular in the last few years due to the cultural shifts. The younger generation is highly active on social media platforms. It enables the company to achieve higher interactivity with call-to-action strategies.

Based on Enterprise Size, the Market Can be Divided into Small and Medium Enterprises and Large Enterprises

According to the Asia Pacific media planning and buying market research report, the market can be categorised on the basis of enterprise size into small and medium enterprises and large enterprises.

The small and medium enterprises spend most of their advertising budget on email, social media marketing, and PPC, among others. Social networks are crucial for promoting the service or product of the enterprise.

Being active on media platforms can help the enterprise in customer care, generate leads, and better understand the target audience. With improved understanding and planning, a proper plan can be made to significantly boost the brand image and propel return on investment (ROI).

The large enterprises implement multiple modes of advertisement, from traditional to digital, as they have larger workforces. They have an established audience, and their primary focus is to gain new customers and understand the audience's changing needs.

Application Sectors incude FMCG, BFSI, Automotive, IT and Telecom, Education, Healthcare, Food and Beverage, and Media and Entertainment Sectors

Based on application, the market can be divided into FMCG, BFSI, automotive, IT and telecom, education, healthcare, food and beverage, media and entertainment. Media and entertainment segment is the most prominent application sector in the market and accounts for a significant market share.

The FMCG segment can significantly benefit from digital media marketing as the technological penetration increases in the region. With the growing prevalence of social media and mobile usage, brands can expand their reach much more quickly. Thus, increasing demand for advertisement is aiding the growth of the Asia Pacific media planning and buying market.

The BFSI sector is rapidly innovating to offer services like pure Fintech companies. Planning and buying methods are utilised to analyse the market and create ads to target a specific group of audiences.

In India, the BFSI sector has increasingly shifted towards digital marketing. Their highest share of advertising expenditure goes into display banners, paid searches, and video advertising.

Digitisation has made the content consumption rate high. The COVID 19 pandemic also enhanced the digital shift, allowing digital player like Paytm to expand their business substantially.

The automotive industry in the Asia Pacific is developing rapidly, owing to the increasing spending power of people and rising urbanisation. The automotive segment is one of the most prominent application sectors for the Asia Pacific media planning and buying market.

The marketing agencies can help make a proper plan to act according to audience needs and at the appropriate time. Through proper planning, they can create a streamlined buying experience for the customer.

The education sector has shown a significant shift towards digital media. Through digital media, companies can enhance their brand name and value. It can help in analysing the target market. Then carry out marketing plans across media platforms to attract the potential students’ attention.

The healthcare segment has experienced the largest growth in recent years. This growth can be attributed to COVID 19 pandemic as searches for healthcare services increased.

The process of planning and buying can help the industry to expand and inform people about their services. Increasing content consumption can enhance the market growth opportunities.

Food and beverage sector in the market uses multiple media channels. They prominently use social media marketing to promote their existing and upcoming products. The food and beverage industry has been proliferating, which means they will have more spending power.

The increased spending will allow them to expand their business. This expansion will increase the involvement of marketing, which will propel the growth of the Asia Pacific media planning and buying market.

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China, Japan, India, ASEAN, and Australia are Some of the Major Regional Markets Covered in the Asia Pacific Media Planning and Buying Research Report

Asia Pacific region presents a multitude of media marketing opportunities as the region is experiencing increased mobile and internet utilisation. Digital channels are driving the market as online video, and social media have grown in consumption.

About 60% of the world's population resides in the Asia-Pacific region. The most populous countries in the region are China and India, holding the biggest market share. Media consumption is rising due to increased internet connectivity and the rising spending power of middles class consumers.

China is the most populous country in the world, and the market is massive, owing to the vast number of social media users. India in the recent years has experienced a lot of development in internet connectivity and technology. Social media marketing has become the prominent channel for advertising and sponsorships.

Competitive Landscape

Publicis Groupe was founded in 1926 and is a leading French advertising and communications company. They are one of the oldest and largest marketing companies. They utilise technology, artificial intelligence, and data to provide communication solutions and business plans for client companies.

Mindshare Media Ltd. is a market leader in media and marketing, founded in 1997. Their parent organisation is GroupM and WPP plc. They provide services for account management, content creation, performance marketing, strategy and planning, and data analytics, among others.

PHD Media is a global media and marketing agency founded in London in 1990. They are engaged in media planning and buying across different media channels to a market development strategy for their client companies. They provide many services, including audience management, media and ad operations, content development, and technology consultancy, among others.

Dentsu International is an international multimedia and digital marketing agency in London, United Kingdom. They are a subsidiary of the Japanese advertising and public relations firm Dentsu. They help companies with market analytics, content creation, and media planning and buying.

Starcom Worldwide, Inc. is an international media communication agency. They work as a part of Publicis. They create actionable plans for brands through data analysis, technology, and market research.

Key Highlights of the Report