'Online advertising in Apac to grow to $60bn by 2017'

NEW DELHI: By 2017, marketers advertising with online display and search media in India, Australia, South Korea, Japan, and China will grow their investments at 23 per cent compound annual growth rate ( CAGR) to nearly $60 billion. This growth rate is steeper than the rate we see in Western markets, says research and consultancy firm Forrester in a release. But it is tempered by the fact that Asia Pacific marketers still maintain investments in traditional media and have limited access to good digital skills, tools, and proven metrics.

Below are a few key takeaways from the Forrester report:

* Asia Pacific online advertising will grow to $59.6 billion by 2017

* Spend on display and paid search media in India, Australia, South Korea, Japan, and China will grow at a 23 per cent compound annual growth rate between 2012 and 2017 to nearly $60 billion by 2017.

* China will dominate the Asia Pacific online advertising market

* China will account for 58 per cent of all Asia Pacific online ad spend by 2017 -- up from a share of 48 per cent today -- because of increased competition to reach its vast online population, marketer familiarity with paid media, and consumer trust of search ads.

* India, Australia, South Korea, and Japan will grow at varied rates

* The other Asia Pacific markets have different population, economic, and technology nuances affecting their respective growth trajectories. India will grow at the fastest CAGR but will still represent the smallest market. Japan will see the slowest growth. Australia and South Korea will pace similarly to online ad growth in the US.

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