APAC online display ad spend to hit $38.1 bn in 2021

New Delhi June 8 (IANS) Online display advertising spend in India China Japan South Korea and Australia will grow from $20.7 billion in 2016 to $38.1 billion in 2021 -- a 13 per cent growth rate -- US-based market research firm Forrester said on Thursday.

India will have the fastest mobile display growth rate but since the country only represented 2.5 per cent of the Asia-Pacific overall display spending in 2016 its impact will be minor the report added.

Mobile display spending will grow from $9.1 billion in 2016 to $28.8 billion in 2021 at a CAGR (compound annual growth rate) of 5.9 per cent. Mobile is the key growth driver for overall APAC display while desktop/laptop display spending will decline from $11.6 billion in 2016 to $9.4 billion in 2021 at a CAGR of -4.3 per cent Forrester said.

However mobile ad blocker usage is widespread in India and China and could become a drag on mobile ad spending even as mobile media consumption expands.

Australia s mobile share of display is similar to that of the US which is relatively low. Also similar to the US is the fact that Facebook has a much stronger presence in Australia than in other Asia-Pacific countries.

Because Facebook is very good at monetising mobile ads it cannibalises mobile ad dollars that might otherwise go toward mobile display leading to a relatively lower mobile display share the report added.

--IANS
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