Projected average growth 2005 – 2008:
How to decide where to invest in Asia-Pacific?

How did we do it ?

We used market data from ZenithOptimedia’s latest annual Advertising Expenditure Forecasts and calculated the average growth factor over a four-year period (with two years of actual data and projected figures for the next two years), or the average advertising spending compound aggregate growth rate (CAGR) between 2005 and 2008.

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The Mature Markets – countries expected to experience a modest average CAGR from 2005-2008:

  • Japan: +1%. Return to positive territory after seven years of negative growth in the last decade

  • Australia: +5%. Solid growth fuelled by a series of innovative new product launches

  • South Korea: +3%. Decent growth despite fierce competition with the highly-developed Korean Internet

  • Taiwan: +3%. Good growth of magazine advertising market share (11.4%) compared with the other media
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The Growing Markets – countries expected to experience a robust growth of more than 10% annually from 2005-2008:

  • China: +20%. Still the record growth in the region

  • India: +16%. Solid growth despite a slight erosion in its market share of advertising compared with the other media

  • Thailand: +10%. Steady growth and the Asian record for increasing advertising market share compared with the other media

  • Indonesia: +18%. The second largest growth in the region
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The Small Markets – countries whose growth is constrained either by a relatively small population or restricted expansion of advertising spending:

  • Hong Kong: +5%. Restricted by its small and ageing population

  • New Zealand: +1%. Also challenged by its small population

  • Singapore: +3%. Limited population restricts growth potential

  • Malaysia: +3%. Another nation with a relatively small population
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The Long Term Opportunities – countries which currently have annual magazine advertising spending of less than US$10 million:

  • Vietnam

  • Pakistan

  • Bangladesh

  • Sri Lanka

  • Cambodia

  • Myanmar

  • Laos

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