Further growth seen for ads on Pay TVs in region
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Asia-Pacific's pay-TV advertising market will continue to grow 9.4 per cent this year, according to the Cable and Satellite Broadcasting Association of Asia.
“Our latest report reinforces the fact that Asia-Pacific is truly the growth engine for the multichannel TV industry today,” Christopher Slaughter, chief executive officer of the trade group, said yesterday.
The region now boasts 500,639,000 multichannel homes, according to the recently updated annual compendium of regional facts and figures and advertising research culled from a variety of sources, which provides essential data for the region’s broadcasting industry.
“When we look at non-terrestrial TV connections, 61 per cent of homes in Asia now receive multichannel TV and the region is poised to strengthen its leadership as the largest multichannel video market globally in terms of subscribers,” he added.
Jonathan Barnard, head of forecasting at ZenithOptimedia, said television was the dominant ad medium in Asia-Pacific, attracting 40 per cent of all ad expenditures this year.
ZenithOptimedia forecasts average growth of 5 per cent a year until at least 2016.
Online video offers high-quality content that viewers can watch whenever they want and – using smartphones and tablets – wherever they want.
Video advertising as a whole will remain the best way to build brand awareness and engagement for many years to come.
Data sourced from the “Ericsson Consumer Insight Report” illustrate the increasing importance of over-the-top services and digital delivery, with on-demand content making up an increasing part of consumers’ viewing habits, especially streaming, and a greater acceptance of paying for non-linear TV content.
The findings also showed a 25-per-cent increase since 2012 in consumer willingness to pay for anywhere access and a general uptrend in the use of smart devices to view video content both in and out of the home.
