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Indonesia leads digital, mobile internet ad growth worldwide

Advertisers in Indonesia will spend USD 11.39 billion on ads this year. This shows an increase of 16 per cent over 2014 spending levels, eMarketer’s latest forecast highlighted.

The Indonesian paid media market is going strong and even total media ad spending will grow in double-digits, the study highlights. This growth will continue steadily through at least 2019, when the total media ad market in the country is predicted to reach USD 19.58 billion.

While digital’s share in the market is still in single digits, eMarketer estimates that it is rising fast. Digital ad spend is expected to grow by 80.0 per cent in Indonesia this year.

emarketer indonesia total ad spend

More than one in 10 ad dollars in Indonesia are predicted to be spent on digital, including mobile by 2016. By 2019, the share will exceed one in four.

On the other hand, mobile internet ad spending in Indonesia will triple in 2015. It will account for 15.5 per cent of digital ad spending in the country and 1.1 per cent of total media ad dollars.

By the end of 2019, mobile will account for a majority of digital ad spending.

Indonesia again came in last in share of total media ad spending going toward mobile in 2015. But by 2019, it is expected to pull ahead of Argentina, Spain, Brazil and India by this metric.


eMarketer highlights that Indonesia will boast the highest rates of total digital and mobile internet ad spending growth of any country from 2015 to 2019.

The study highlights that within digital ad spend, search, display and classified ads are all growing at similar rates in Indonesia and will continue to do so through 2019.

Display has a slight majority of all digital ad spending and is expected to hold its share steady.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.