Expanding their lead as the largest ad markets in the world, digital advertising spending in China and the US are expected to grow by 19% and 17% respectively between 2019 and 2020, faster than the 16% global average. The finding from eMarketer is one of many in the latest 2020 Global Digital Trends report from PubMatic, which forecasted that the digital advertising spending in China and the US will be $94.6 billion and $151.3 billion respectively.
Excluding search and social media, China is forecasted to spend $8.3 billion on programmatic advertising channels, a 19% change year on year, coming in second place to the US which is forecasted to spend $22.3 billion at a 14% change year on year. According to PubMatic, double-digit growth rates are the norm among the largest programmatic advertising markets, highlighting revenue growth opportunities for APAC publishers who are prepared to offer advertising inventory through automation in 2020.
Growing at 19% year on year, China is expected to spend $72.2 billion in 2020 on mobile advertising, while Japan will grow by 12% year on year and spend $11.3 billion in 2020. Every major market evaluated in the JAPAC and other regions is also projected to see double-digit growth, due to the maturation of mobile internet uptake, with over 85% of users accessing the internet through a handheld device. When measured by year on year growth, the following JAPAC markets follow China and Japan in terms of mobile advertising: Thailand (46%), India (42%), Australia (14%), and South Korea (14%).
“Programmatic video ad placements are accelerating worldwide, thanks to the rapid growth in automation technology,” the report says. “Large markets like the US are still seeing robust double-digit growth rates. China will be the fastest-growing market in this group, rising 36% to surpassing $5 billion in 2020.”
PubMatic insists that advertisers and publishers in JAPAC alike have a strong incentive to increase investment in programmatic video and mobile strategies. In terms of programmatic video advertising, China is forecasted to spend $5.5 billion in 2020, a 36% rise year on year while Japan is forecasted to spend $2.3 billion at a 32% change during the same period. When measured by year on year growth, the following JAPAC markets follow China and Japan in terms of mobile advertising: Indonesia (85%), India (73%), and Hong Kong SAR (40%).
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