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. Last Updated: 07/27/2016

Asian Market Sees Ad Boom

SEOUL -- Advertisers, tiring of slow growth in the United States and Western Europe, are spending more time and resources in Asia, but a fast-changing media environment in the region poses major challenges, experts said Monday.


"Asia ranks first in terms of the advertising opportunities," said Martin Sorrell, chief executive of the London-based WPP Plc. WPP's Asian marketing services operations are growing nearly twice as fast as their Western WPP counterparts, Sorrell said.


The region accounts for 25 percent of the world's estimated $250 billion market in advertising expenditures.


The share will rise even further by 2010, when Asian advertising production will outstrip North America and Europe combined, said Shinji Fukukawa, chairman of Dentsu Institute for Human Studies.


Until recently, the main problem for Western marketers in Asia has been a media that could not carry messages to potential customers quickly enough.