Image credit: CMO Australia
"In 2018, Asia Pacific’s net ad spend surpassed US$180 billion. It is predicted to reach almost $195 billion this year, according to Media Partners Asia (MPA)" [1]
Research compiled by Media Partners Asia (MPA) - a top independent research provider based in India, Singapore and Hong Kong, which is concerned with media, entertainment, sports, telecommunications and tech industries, recently released a report entitled: Asia Pacific Advertising Trends 2019. This indicates that although: "TV ad spend remains important across the major 14 markets, MPA predicts that by 2023, digital's share of ad spend across the region will expand from just over 50% in 2019 to 59% by 2023, with online video contributing 20% [1].
Outlook Across the Asia Pacific in 2019
MPA analysts predict positive advertising growth within the region, as far as 2023, with beneficial ad increases in virtually every market. Moreover, the firm anticipates that by 2023, the area's net advertising spend will reach $235 billion overall. – A figure which corresponds to a 5.4% compound annual growth rate from 2018. Of note, it is believed that Thailand's, the Philippines', Indonesia's and India's elections will play a role in hiking up this year's ad prospects; and that Indian Premier League and World Cup cricket will help facilitate this ad boom [1].
Image credit: Performancein
Putting the Spotlight on India & China
Media Partners Asia's executive director, Vivek Couto, noted that: television is still an advertising keystone within the Indian market, regardless of the fact that there is a strong startup economy, as well as reasonably priced high-speed broadband, which powers advertising on the internet in tandem, particularly in the case of online video [1].
Media Partners Asia's executive director, Vivek Couto, noted that: television is still an advertising keystone within the Indian market, regardless of the fact that there is a strong startup economy, as well as reasonably priced high-speed broadband, which powers advertising on the internet in tandem, particularly in the case of online video [1].
Couto stated that: in 2017, due to macro difficulties, China’s advertising market slowed down from a growth rate of 10.3%, to its 2018 figure of 7.8%. Further, there has been an ongoing descending television trajectory. - To that end, a clean-up of online advertising is absolutely essential. Yet regardless of this, the prospective advertising market for China remains reasonably strong. Moreover, the predicted compound annual growth rate (CAGR) of 10% for online advertising between 2018 to 2023, is surely fuelling the overall rate of growth [1].
Feeling the Pressure
“TV advertising across Asia Pacific contracted by 1.9% in 2018 and will be down by 1.4% in 2019” [1]
While television advertising is still important, it is nonetheless, subject to serious near-term macro problems [1]; and is understandably being squeezed out by next generation cutting-edge online OTT free-to-air and SVOD video platforms, such as OONA TV.
This is particularly in the case in Indonesia, Thailand, Korea, Japan and Australia. In fact, broadcasters in certain markets – especially Indonesia, Korea, Japan, India, Hong Kong and Australia, are gaining a share in online video advertising due to their own branded ad-based video-on- demand platforms [1].
A Case in Point
This is particularly in the case in Indonesia, Thailand, Korea, Japan and Australia. In fact, broadcasters in certain markets – especially Indonesia, Korea, Japan, India, Hong Kong and Australia, are gaining a share in online video advertising due to their own branded ad-based video-on- demand platforms [1].
A Case in Point
OONA, in conjunction with mega telcom giant, Telkom Indonesia, is currently set up to provide its next generation entertainment service (which comprises hundreds of top international and local channels), to 185 million Indonesians. Just two reasons for its incredible popularity are: 1. It offers a number of flexible excellent viewing choices which users can change to suit their requirements. - And this includes its data and subscription- free service, so no one is left out; and 2. Consumers are given virtual currency rewards for their loyalty.
Shifting Dynamics
Couto noted that the drastic transformation in online video and TV, is likely to bring about more acquisitions, mergers and consolidation. - Particularly regarding Thailand, Korea and Indonesia, as well as other South-East Asia markets [1].
In Media Partners Asia's latest report, now in 2019, the Philippines are likely to enjoy the fastest advertising growth within the Asia Pacific region. - Its net ad spend will probably increase by 15.2% due to growth in the digital sector, and the nation's elections. Next on the list is India, which has a projected advertising growth of 11.8%, followed by Vietnam at 8.8%, Indonesia and China both at 7.6%, and Thailand at 5.3% [1].
In Media Partners Asia's latest report, now in 2019, the Philippines are likely to enjoy the fastest advertising growth within the Asia Pacific region. - Its net ad spend will probably increase by 15.2% due to growth in the digital sector, and the nation's elections. Next on the list is India, which has a projected advertising growth of 11.8%, followed by Vietnam at 8.8%, Indonesia and China both at 7.6%, and Thailand at 5.3% [1].
Prime Markets
The prime markets which are set for advertising growth between 2018 and 2023, include: India, with a 10.7% CAGR; Vietnam with 8.8%; the Philippines with 7.5%; and Indonesia with 5.6%. Further, due to the surge in digital media, the advertising spend in Australia's and Japan's enormous mature markets is expected to increase by 2.4% and 4.3% respectively, throughout this period [1].
MPA notes that although it is slowing down, China will still hold on to its lead position as the region’s: “biggest dynamo of advertising growth, accounting for 65% of new ad dollars in the region between 2018 and 2023. India will contribute 11% of incremental spend in the same period, followed by Japan (10%) and Australia (5%)” [1].
Moving On Up
With regard to market size, India is placed to overpower Korea this year; and by 2023, it will overwhelm Australia to claim the title of Asia Pacific’s third biggest ad market, behind China and Japan [1].
Moving On Up
With regard to market size, India is placed to overpower Korea this year; and by 2023, it will overwhelm Australia to claim the title of Asia Pacific’s third biggest ad market, behind China and Japan [1].
OONA TV Set to Shake Up the Video Industry
"Just Launched: IndiBOX, OONA@Maxstream & OONA@Indibox"
The Telkom DIGI Summit 2019, was the ideal venue for Telcom Indonesia to announce that it is directly managing the development of OONA Indonesia, while the latter is supporting Telkom Indonesia to achieve its digital TV ambitions. Further, Telkom has picked OONA TV as its main partner in the launch of its exciting new TV Box service, IndiBOX, which will be enjoyed by millions of people.
These new developments put OONA and Telkom Indonesia firmly at the forefront of the region's digital entertainment industry. Further, it empowers OONA and Telkom so that they are in a position to offer the latest tech for AVOD, TVOD, and MSVOD services, which can be enjoyed by countless millions.
Jody Hernady, SVP of Media & Digital Business & EGM Digital Services Division at Telkom & Christophe Hochart, Founder & CEO of OONA Global
Digital strategist and AI expert, Christophe Hochart, the founder and CEO of OONA Global, said he is very confident that this new management will guarantee OONA Indonesia's success. Hochart remarked: “Look out for further developments and advanced innovations including super unique features and extraordinary content from TV channels and local and international studios.”
Making Global Ambition Come True & Giving Users the Best Deal
OONA's ethos has always been to put the customer first - and now, more and more people will be able to discover the very best in entertainment, OONA style. The company is firmly on course to offer its unique interactive TV service which is currently available to 185 million Indonesians, to billions of people in other parts of Asia, the US, Africa, the Middle East, South America and Europe. This will include OONA Free TV, and OONA+ premium options, which incorporate an exciting range of different packages to suit everyone's needs and pocket book.
Channels, Content Holders & Telcoms
Using the flexibility of the latest technology, OONA offers channel and content holders multiple ways to drive substantial revenues from their channels via the OONA platform. This includes: Programmatic Video Advertising, Display Advertising with User Mobile Engagement, Pay Per View, Subscription, and more.
OONA's global model adapts to each single market without changing its first-class universal user experience. The TV landscape, media content and economics of a particular country, remain the same, and every OTT solution is framed using a custom designed model which is beneficial to the content holders, channel companies, telcoms, and very importantly, to the countless users who are making OONA a big part of their lives.
OONA's global model adapts to each single market without changing its first-class universal user experience. The TV landscape, media content and economics of a particular country, remain the same, and every OTT solution is framed using a custom designed model which is beneficial to the content holders, channel companies, telcoms, and very importantly, to the countless users who are making OONA a big part of their lives.
[1]. Hawkes, Rebecca (2019). “Asia-Pacific total ad spend to climb 6.2% in 2019, according to Media Partners Asia (MPA).”
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