Ad spend up in Southeast Asia
Regional - Advertising spend in Southeast Asia has exceeded US$5 billion showing a jump of 16% from third quarter of 2010 to the same period in 2011, Nielsen in its latest study concluded.
Indonesia showed the highest increase of 24% going from $US1707 million to $US2113 million, followed by Philippines which was up 15% and Singapore up 10%.
Trailing closely behind was Malaysia showing an increase of 9% from $US574 million to $US625 million in the given period.
TV reigned in terms of ad spend compared to the other mainstream media with the medium showing an increase of 5% in the third quarter of 2011, up 17% when compared to 2010.
The major sectors contributing to ad spend across the Southeast Asia region were haircare, telecommunications and government department categories.
Unilever was listed as the region's highest spending advertisers during this period.
David Webb, managing director of advertising solutions, Nielsen's APMEA said the growth of advertising spend along with strong consumer confidence in the region shows promising signs for Southeast Asia.
"It underlines the region's resilience amidst global economic uncertainty and increasing spend in markets such as Indonesia and the Philippines echoes sentiment within the region that local economies are still thriving and capable of withstanding external shocks."
A common challenge of allocation of ad spend will again be at the forefront of marketers' minds, according to Webb and all media, traditional and emerging, must look for ways to maintain audiences and demonstrate ROI in order to earn their share of advertising dollars.
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- Nielsen Business Media