Advertising spend in Asia Pacific is expected to soar 4.2 per cent this year, or by $8.1 billion, up slightly from the 3.1 per cent increase registered in 2017.

While China is expected to record 5.4 per cent growth this year from around 6 per cent recorded in 2017, India will continue to be at the forefront in the APAC region recording growth at a steady clip of 12.5 per cent in 2018, from the estimated 9.6 per cent in 2017.

The APAC region will be the main growth driver, accounting for 39.7 per cent of the global growth rate, according to Dentsu Aegis Network’s Ad Spend Forecasts. Global ad spend was projected to increase by 3.6 per cent or $20.3 billion, according to the report, which was based on data from 59 markets. Key growth markets cited were China, Japan, India and the Philippines.

India's growth story is a reflection of its solid economic growth trajectory, according to Kartik Iyer, President Media Brands and Amplifi-Dentsu Aegis Network India. “While digital media spend is forecast to increase by 30 per cent in 2018 with 43.6 per cent growth expected in mobile spend, this will account for 47 per cent of total digital spend in 2018. The advertising market in India is forecast to grow by a further 12.5 per cent in 2019," said Iyer. “This year is expected to be a growth year considering stabilisation post GST. Another driver of growth would be the fiscal policies of the government which are expected to be pro-spending and supporting the middle-income groups," he said.

In its last report in June 2017, the international media group had forecast global adspend growth of 4.3 per cent. It has since revised its figures.

Global ad spend growth is forecast to amount to $589.5 billion in 2018. Events such as the Winter Olympics and Paralympics, the FIFA World Cup in Russia and the US Congressional elections are expected to help drive this growth.

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