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<ul><li>India and Australia are expected to see particularly high growth rates in 2021, with the growth expected to exceed pre-pandemic levels in China, predicts dentsu's latest Ad Spend Report.</li><li>The pandemic-induced decline in advertising spend during 2020 has proved less severe than anticipated. Ad spend in APAC is expected to grow by 8.0% or US$17 billion to US$229 billion.</li><li>With restrictions lifting on social activity, OOH will see a bounce back post impact of the pandemic, rising 7.5% in 2021 in the region.</li></ul>dentsu's latest Ad Spend Report has brought in some good news. Advertising investment is forecast to grow by 10.4% globally in 2021, according to the latest report. The twice-yearly report which combines data from 59 markets, anticipates US$634 billion will be spent globally with all regions enjoying positive growth. Ad spend in APAC is expected to grow by 8.0% or US$17 billion to US$229 billion. In the region, Australia and India are forecasting particularly high growth rates in 2021, with 2021 growth expected to exceed pre-pandemic levels in China. The pandemic-induced decline in advertising spend during 2020 has proved less severe than anticipated. Some trends in consumer behaviour and spend in advertising which emerged during the past year have remained. In APAC, the 6.2% rise in digital spend last year is forecast to grow by 12.8% in 2021 to reach US$124.5 billion, representing a 54% share of total ad spend. Forecasts for Social (33.4%) and Video (10.8%) will also rise, with Search also growing (7.8%) reaching US$23.1 billion in 2021. Offline/Linear ad spend will see a return to growth 2.8% to US$104.8 billion, following a 15% decline in 2020, however it is predicted that spend levels in APAC will remain below pre-pandemic levels in 2021. While regional live events such Tokyo Olympics and Paralympics Games continue to be a significant driver of growth in Linear TV ad spend in APAC (3.9% increase in 2021 to reach US$59.2 billion), the dentsu data suggests a shift towards CTV (Connected TV) and <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword> (Over The Top) and audiences moving more towards digital media consumption mean Linear TV spend will remain below pre-pandemic levels until beyond 2021. With restrictions lifting on social activity, OOH will see a bounce back post impact of the pandemic, rising 7.5% in 2021 in the region. Cinema has a slightly longer recovery, with a further decline in 2021 (-5.0%) but expected to bounce back in 2022. Radio will also see growth (4.3%) in 2021. While most channels will return to growth in 2021 (Cinema in 2022), Print is seeing a slight decline in 2021 (–2.7%) and expected to continue declining in 2022, as it continues to evolve towards new modes of digital delivery. Looking at the industries who will see growth in ad spend this year, it will come as little surprise that Government spending remains a key growth area, supporting the Covid vaccine rollout and other related initiatives. In APAC’s key markets, the travel and transport sectors, will still be affected by the uncertainty of the past year and see a muted increase in demand (4.9%), while Media &amp; Entertainment is forecast to see growth (9.7%). The decline in APAC advertising spend prompted by the pandemic in 2020, has proved to be less severe than originally anticipated. While 2020 remains the weakest performing year since the global financial crisis, the decline in growth has been raised since dentsu’s January 2021 forecast (from -8.0% to -5.2%.) In 2021, the market is seeing a recovery in growth (8.0%), an improvement (2.1% pts) on January’s predication. Looking to 2022, recovery is set to continue when spending is likely to reach US$243.6 billion and grow at a rate of 6.3%. <keyword id="248051" type="PERSON" weightage="20" keywordseo="Ashish-Bhasin">Ashish Bhasin</keyword>, CEO APAC, <keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu international</keyword>, said, “It is promising to see a return to growth in the APAC region with two of our markets in the top five contributors of ad spend growth; China and Japan. While China continues to see strong levels of growth driven by Digital and OOH, Japan’s growth will be buoyed by events like the 2020 Olympic &amp; Paralympic Games, and the House of Representative elections and the advertising spend associated with it, particularly in TV. In addition, Australia and India are two of the top year-on-year growth markets, forecasting a surge in ad spend. Australia has had a stronger economic recovery after the pandemic particularly in TV and Digital where the government focused much of their Covid-related campaigns, while India is expected to see a resurgence in Digital advertising spend though TV is still the main contributor with a 40.9% share.” <keyword id="10538998" type="UNKNOWN" weightage="20" keywordseo="Prerna-Mehrotra">Prerna Mehrotra</keyword>, CEO Media APAC and MD Media Singapore, said, “We are optimistic that the region will bounce back to positive growth in ad spend, with some channels likely boosted higher than pre-pandemic levels. The main drivers behind the growth is economic recovery, with the APAC GDP set to increase by 7.3%, and a stronger-than-ever push to digital marketing. Serving as a stimulus the pandemic has accelerated digital adoption. Digital media will continue to drive ad revenue growth this year with strong performance in social (+33.4%) and video (+10.8%) and majority of spends in mobile. We will also see more investments diverted towards addressable and the digitalisation of OOH channels. Programmatic DOOH will also be a key growth driver in the future. With the growing numbers of SSPs and DSPs partnerships and an increasing demand for location-based solutions to ad-reaching consumers in these times of uncertainty, advertisers will benefit from the speed, flexibility and the targeting capability that the medium will provide.” Growth in global ad spend between 2019 and 2022 Year-on-year % growth at current prices (January 2021 figures in brackets) Share of global ad spend by channel between 2019 and 2022 January 2021 figures in brackets

India and Australia are two of the top year-on-year ad spend growth markets, to witness a surge in ad spends in 2021: dentsu Ad Spend Report

<ul><li><keyword id="4120995" type="COMPANY" weightage="20" keywordseo="iProspect">iProspect</keyword> has launched its Future Focus report that explores the intersection of consumer attention, commerce and data.</li><li>It has taken in account responses from 200 brand marketers in 29 countries.</li><li>Around 61% of the marketers polled for the report considered ‘building a highly convenient experience for the consumer’ as the most powerful lever to generate business growth.</li></ul>In today's world, convenience and relevancy of <keyword id="6354777" type="COMPANY" weightage="20" keywordseo="Media">media</keyword> to the consumer is key and 61% of marketers, polled for iProspect's '<keyword id="11085763" type="UNKNOWN" weightage="20" keywordseo="future-focus-2021">Future Focus 2021</keyword>: Brands Accelerated' report, considered ‘building a highly convenient experience for the consumer’ as the most powerful lever to generate business growth. The report addresses some of the most pressing aspects of modern marketing including; the battle for attention, wholesale changes in data privacy, and the emergence of assisted commerce. Combining evidence-based research with interviews and responses from over 200 brand marketers in 29 countries, the Future Focus 2021: Brands Accelerated report delves deep into the challenges and opportunities faced in the current global climate and within the immediate media landscape. The findings showed that around 2 in 5 marketers (42%) still think the linear path to purchase is as relevant today as it was decades ago, despite the rise of digital. While at the same time 32% of marketers feel that expanding commerce capabilities is important for the 2021 roadmap, however 26% see this as one of the most difficult challenges this year. <keyword id="10937590" type="UNKNOWN" weightage="20" keywordseo="Amanda-Morrissey">Amanda Morrissey</keyword>, Global President of iProspect, commented, “Despite the challenging times we live in, I believe there have never been so many opportunities in media. With our new and unique approach of performance-driven brand building, we are firmly optimistic about the future and resolved to make it happen, today. With Future Focus 2021: Brands Accelerated as their guidebook, I hope all marketers will be able to leverage the growth potential afforded at these significant intersections of media, data, commerce and culture.” <keyword id="10538998" type="UNKNOWN" weightage="20" keywordseo="Prerna-Mehrotra">Prerna Mehrotra</keyword>, CEO, Media, dentsu APAC and MD, Media Group, dentsu Singapore, commented, “Our aim is to guide marketers to explore these intersections at the new connection points for business and brand growth. By leveraging these trends where culture, technology, commerce, data and content converge, we can help them design experiences that are meaningful and valuable to consumers. The future focus at iProspect in APAC will be on working with clients to deliver on the promise of 'Brands Accelerated'.” Commenting on the report, <keyword id="3932871" type="PERSON" weightage="20" keywordseo="rubeena-singh">Rubeena Singh</keyword>, CEO, <keyword id="3142170" type="COMPANY" weightage="20" keywordseo="iProspect-India">iProspect India</keyword> said, "The report, is a detailed guide for marketers to help them with future-ready solutions specially in the current uncertain times. It helps understand how consumers behave in the digital world, and how this learning can be applied that to real-world scenarios via a highly connected and creative use of media. As a digital first, end to end agency, our perspective allows us to rapidly optimise the work and adapt to ever-evolving human intent at the pivotal intersections in life when culture, content, data, and technology meet." Practical Advice to Marketers: In addition to discussing and dissecting the impact of major global industry trends and innovations, the report spotlights the relevancy and opportunity for brands, regardless of sector, to capitalise on these seismic shifts in the media landscape. Examples of the report’s advice and guidance for marketers worldwide include: #1: Commerce is Everywhere Organisations should strive to build and maintain an accurate picture of their commerce capabilities across five key dimensions: desirability, availability, findability, buyability, and repeatability. This will help them define the most profitable commerce model for their brand, better integrate their e-commerce and stores into an actionable omnichannel strategy, explore new growth channels, and turn media opportunities into transaction opportunities. #2 The Battle for Attention Brands should consider factoring attention into their media optimisation and measurement efforts to elevate the impact and efficiency of their investment. To maximise audience attention, they should ensure the content and experiences they design truly align with consumer intent, and that the campaigns they develop do not relegate diversity and inclusivity as afterthoughts. #3 The New Data Playbook On the data front, organisations should embrace the new privacy-conscious world by re-evaluating the value exchange they offer to their audiences and anticipate technological changes to minimise business disruption. This is the occasion to explore opportunities for automation, evaluate the quality of the data they collect and process, and more broadly reflect upon how data is effectively used to inform decisions. The last point is of particular significance as the report found in some circumstances there are huge disparities between what the consumer and brand marketer think, when it comes to assessing data value. Only 9% of marketers believe helping a company improve products or services is an incentive for consumers to share their data, while 44% of consumers believe it is a good enough reason to release personal identifiable information (PII) to the brand.

61% marketers feel a highly convenient consumer experience is the most powerful lever for business growth: iProspect report

<ul><li>Cookies have been the backbone of the open internet, but the clock isticking on third-party cookies, and we need to plan for the disruptiontomorrow by rethinking data strategies today.</li><li><keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu international</keyword> has now launched its the first in-depth review of a cookieless future to help you ease into this transition into a new world. </li><li>As per the guide, 67% of consumers declare they have little to no understanding about how their data is being used. </li></ul>Today, the media arm of <keyword id="180259" type="COMPANY" weightage="20" keywordseo="Dentsu">dentsu</keyword> international publishes the first in-depth review of a cookieless future in the wake of recent Google announcements and timelines. The <keyword id="10012319" type="UNKNOWN" weightage="20" keywordseo="cookieless-world">Cookieless World</keyword>: A Guide for the New Era of Digital Marketing provides a deep dive into the impact on brands due to major changes in web tracking capabilities and enhanced privacy legislation. It will explore a range of areas including Data Management, Audience Activation &amp; First-party Data Usage, Performance Measurement and Preparing for the Deprecation of Third-party Cookies. Last week, Google reset the clock for supporting cookies within its Chrome internet browser. The new report from dentsu explores the knock-on implications for both consumers and brands, as well as the solutions its media agencies Carat, iProspect, and dentsuX can leverage to support the change. On launching the report, Rohan Philips, Global Product Officer, Media, dentsu international said, “Across the globe, 91% of consumers are concerned about the amount of data companies can collect about them**, and 42% have taken steps to reduce the amount of data they share online. So, it’s no wonder all eyes are focused on this fundamental change in the way we all operate on the web. We now have the time and opportunity to make sure what comes next is the best solution it can be for our clients.” “With such a major upheaval to the long-established status quo, we understand there’s uncertainty and a lot of questions. <a href="https://info.dentsu.com/cookielessworldglobalOS" target="_blank">The Cookieless World</a> report is there to provide answers for marketers who need to wrestle with the big challenges facing their brands now and in the coming years.” Prerna Mehrotra, CEO, Media, dentsu Asia Pacific said, “With the most popular browsers ending support for third party cookies and the rise of other types of tracking prevention, the ability for brands to target consumers and measure campaign effectiveness will be impacted. This, coupled with the rise of global and local privacy legislations, will significantly change the fabric of digital marketing in the coming future. Brands will now need to relook at how they engage people online, while limiting some of the most widespread digital marketing tactics, such as personalised 1:1 targeting. The time is ripe for brands to rethink the next lap of their marketing practices.”

Dentsu sets out the timeframe for brands to be 'cookie-free' in its new global guide on web tracking and privacy

<ul><li>APAC growth will be fuelled by rise of digital, now 61.1%, pacing ahead of global growth at 55.5% of overall ad spend.</li><li>Recovery almost 3x faster than previous global advertising decline following 2008 financial crisis.</li></ul>Advertising investment is forecast to grow by 9.2% globally in 2022, according to the latest dentsu Global Ad Spend Forecast report. The twice-yearly report which combines data from over 50 markets globally, anticipates US$745 billion will be spent globally. Ad spend in Asia Pacific is expected to grow by 5.9%, with digital forecast to increase 9.6% to a share of 61.1% of total APAC advertising spend. Moving towards a second consecutive year of growth following the 5.0% market dip in 2020, 2022 is projected to build on a stronger than expected recovery in 2021 which itself saw a record-high 14.4% growth in APAC, totalling US$241 billion. When compared to previous global financial and advertising crisis, notably the financial crash of 2008, this rebound is almost three times greater: in 2022 the growth forecast at 9.2% is nearly three times the 3.4% growth in 2011 – second year post global financial crisis. In 2022 the global ad market exceeds the 2019 pre-pandemic level of spend by 18.7%, whereas in 2011 the global ad market continued to be 1.0% lower than in 2008. In APAC, overall ad spend growth is boosted by key sporting events such as Indian Premier League, FIFA World Cup, Winter Olympics, and country elections in Australia and India. Digital and television continue to be the two powerhouses driving global and APAC ad spend, yet with opposite dynamics. Following a 24.8% increase in 2021 (vs 29.1% globally), dentsu forecast digital investment to grow by 9.6% (vs 14.8% globally) in 2022, fuelled by Social and Programmatic in APAC. This will result in the digital share of spend increasing to 61.1% (US$150 billion) of the total ad spend in APAC, over twice as big as the television share of spend (24.5%) in 2022. Linear TV ad spend increased by 5.1% in 2021, the highest rate since 2013. In 2022, dentsu forecast linear TV ad spend to grow by 1.4% to reach US$60 billion in APAC. Unlike digital and despite staying in high demand, dentsu is seeing linear TV share of spend on the decline – both globally and in the region – as Connected TV and Video on Demand (VOD) grow. Out-of-Home (OOH) and cinema will both see encouraging growth in 2022, respectively 12.8% and 23.4% globally (vs 2.8% and 30.0% in APAC). Radio too is forecast to grow, yet at a slower pace of 1.5% in APAC (vs 2.0% globally). As with previous predictions, ad spend in newspapers and magazines will continue to decline globally and in APAC. Globally, the industries that will see growth in ad spend this year will include the beleaguered Travel sector which is forecast to see an 10.3% rise. There is also confidence the Automotive advertising spend will grow by 7.6% in 2022. Growth follows a 11.5% increase in 2021 and steep declines in 2020 of -15.9%. With pent up demand and a trend towards personal vehicles in how people want to travel post pandemic, there is confidence in the recovery of the Automotive sector. Looking further ahead, APAC ad spend is predicted to grow by 5.6% (vs 4.6% globally) in 2023 and 4.9% (vs 5.8% globally) in 2024 – exceeding growth before the pandemic (4.1% in 2019). Digital is forecast to increase its share of spend domination to 64.6% in APAC (vs 59.4% globally) in 2024. Of course, many factors contributing to the uncertain economic outlook could influence the predictions, from the evolution of the pandemic to supply chain issues, and dentsu recommend the industry keep a close eye on key economic indicators. Prerna Mehrotra, CEO Media APAC, dentsu international said: “APAC region is expected to post robust growth in ad spend in 2022. India, Hong Kong and Vietnam will drive double-digit growth with rest of the region showing strong growth. The share of digital spends in APAC is set increase to 61.1% up from 50.1% in 2019 (pre-covid), driven by Greater China and ANZ. TV as a platform will continue to play a key role especially in Southeast Asia and South Asia." “Marketers will need to be nimble, leaning on technology and maximizing opportunities in Video, Social, Connected TV and E-commerce. Use of data to drive business outcomes without compromising privacy or security will continue and we expect data collaboration to be a big focus for 2022. In light of the ongoing global turbulence and recovery, we will continue to work with brands to accelerate efforts to engage consumers and drive attentive reach,” she added. Peter Huijboom, Global CEO Media and Global Clients, dentsu international said: “The bounce back from the early pandemic impact continues to be strong, especially in digital. As we spend more time consuming digital media, brands have the opportunity to tap into the increased flexibility in which consumers engage through multiple touchpoints. Businesses who truly understand these developed human behaviours have the best opportunity to build lasting relationships with them.” “It also comes as no surprise of the increased popularity in gaming. Dentsu launched its global gaming proposition in 2021. Along with the burgeoning Metaverse, there has never been a more exciting time for brands to experiment, innovate and engage with their customers - as all forms of media are increasingly more central to daily life and routine.”

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India and Australia are two of the top year-on-year ad spend growth markets, to witness a surge in ad spends in 2021: dentsu Ad Spend Report

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61% marketers feel a highly convenient consumer experience is the most powerful lever for business growth: iProspect report

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Dentsu sets out the timeframe for brands to be 'cookie-free' in its new global guide on web tracking and privacy

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Asia Pacific advertising spend is expected to grow by 5.9% to reach US$255 billion in 2022: dentsu report

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