Advertising in Asia Pacific

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Top Advertising Agencies in Thailand

BEC Multimedia, Mono Group, True Vision, MCOT, and YDM Thailand are the top five advertising agencies in Thailand.


Advertising industry market size in Thailand as of 2018 was $3.85 billion (118.48 billion Baht) and it is forecast to reach $4.03 billion (124.20 billion Baht) by 2019.


  • BEC Multimedia was found on June 1, 1979, and has grown to become one of the leading broadcasting and media services providers in Thailand. BEC provides services across all media value chain and platforms and devices.
  • BEC Multimedia recorded advertising revenue of $321 million (9.890 billion Baht)
  • Market share: 8.34%

    • Mono Group is one of the top leading media and content conglomerates in Thailand that provides advertising solutions in Thailand.
    • Mono Group advertising revenue in Thailand: $61.55 million (1,896.21 million Baht)
    • Market share: 1.60%
    • Truevision is owned and operated by True Vision Group. The company provides subscription and installation, music entertainment and others, and advertising services. It currently has a company size of 1,200 employees.
    • Truevision advertising revenue as of 2018: $58.42 million (1.8 billion Baht)
    • Market share: 1.52%
    4. MCOT
    • MCOT is a public media company owned by the state. It was registered as a public company on August 17, 2004. The company operates both TV and radio media and has two subsidiaries, Panorama Worldwide Company Limited and SeedMCOT Company Limited.
    • MCOT generated 771 million Baht from its TV segment and advertising accounted for 48% of the TV revenue in 2018.
    • MCOT generated 741 million Baht from its radio segment and advertising accounted for 99.5% (73.7% from central radio stations and 25.8% from regional radio stations).
    • MCOT total advertising revenue as of 2018 was $35.93 million (1.107 billion Baht).
    • Market share: 0.93%
    • The YDM Thailand Company Limited was founded in 2010 under the Yellow Digital Marketing (YDM) group in South Korea. YDM has undergone two rounds of funding. YDM Thailand provides end-to-end digital marketing solutions and has seven companies under it, which include Adyim, Gottimize, Adpocket, Doer, AVG, and Nawin.
    • YDM Thailand advertising revenue as of 2018 was $17.85 million (550 million Baht) and it is predicted to record $28.56 million (880 million Baht) in 2019.
    • Market share: 0.46%


    • Google currency converter used in converting revenue reported in Baht to USD at the rate of 1 Baht to 0.032 USD.


    To provide the requested information regarding the top five advertising agencies in Thailand, the research team began by search through advertising industry reports and white papers in Thailand. We also combed through multiple media sources for information regarding top advertising agencies in Thailand ranked by market share. A thorough search through the sources above provided no pre-existing information on the top advertising agencies in Thailand.

    We then proceeded to comb the sources above for data points like the advertising industry market size in Thailand. Through this search, we found the advertising industry's market size. We also consulted directories for a list of advertising agencies in Thailand and industry report for information on advertising agencies operating in Thailand. In doing so, we found over 30 advertising agencies from these sources.

    To determine the top advertising agencies among these agencies, we then consulted the annual reports of these agencies for information on the advertising revenue generated in the Thailand market. Leveraging this data, we were able to determine the market share of these companies. We then outlined the calculations for the top five agencies below.

    Based on publicly available data points on the market size of Thailand's advertising industry, in addition to the various advertising agencies advertising revenue generated from the Thailand market as provided by the companies in their annual reports, we took the following steps in estimating the market share of the various agencies and thus, compiling a list of top five advertising agencies in Thailand as outlined below.

    Market share = company’s advertising revenue / industry market size * 100

    BEC Multimedia Market Share

    • BEC Multimedia recorded advertising revenue of $321 million (9.890 billion Baht)
    • Market share = $321 million / $3.85 billion * 100 = 8.34%

    Mono Group Market Share

    • Mono Group advertising revenue in Thailand: $61.55 million (1,896.21 million Baht)
    • Market share = $61.55 million / $3.85 billion * 100 = 1.60%

    Truevision Market Share

    • Truevision market share: $58.42 million / $3.85 billion * 100 = 1.52%

    MCOT Market Share

    • MCOT generated 771 million Baht from its TV segment and advertising accounted for 48% of the TV revenue in 2018.
    • MCOT generated 741 million Baht from its radio segment and advertising accounted for 99.5% (73.7% from central radio stations and 25.8% from regional radio stations).
    • Total Advert revenue = Advert revenue from TV: 370.08 million Baht (771 million Baht *0.48) + Advert revenue from radio: 737.30 million Baht (741 million Baht * 0.995) = 1.107 billion Baht, which is equivalent to $35.93 million.
    • MCOT market share = $35.93 million / $3.85 billion * 100 = 0.93%

    YDM Market Share

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    Top Advertising Agencies in Vietnam

    The top advertising agencies in Vietnam are Digital Marketing Vietnam, Dentsu Vietnam, Publicis One Vietnam, DDB Group Vietnam, and BBDO Vietnam. Read below for a deep dive into our findings.


    • Based on the report presented by, advertising in Vietnam is heavily regulated.
    • Foreign advertising agencies are not generally permitted to have contracts with Vietnam's local agencies. They should partner first with these local agencies to be able to implement ad campaigns.
    • Among the types of online advertising in Vietnam, social media advertising and video advertising are the top 2 types due to their higher usage.


    Digital Marketing Vietnam

    Dentsu Vietnam

    • Dentsu Vietnam aims to help local staff to become professionals in advertising through it's Dentsu Management Philosophy.
    • The company combines international expertise with local experience to give the best service to clients.
    • Dentsu provides services from brand consultancy to media planning and buying.
    • Top clients include Toyota, Canon, and UNICEF.

    Publicis One Vietnam

    • Publicis One Vietnam is part of the Publicis Group agency brands unified by Publicis One Asia.
    • Publicis One Vietnam offers services designed to help brands meet the advertising challenges of Vietnam's growing media landscape.
    • It launched its "Prodigous Brand Logistics" in Ho Chi Minh City, which produces audio and visual designs for mobile, digital, and traditional media consumptions.

    DDB Group Vietnam

    • DDB Group introduced a new advertising approach based on "insight into human nature, respect for the consumer, and the power of creativity".
    • DDB Group Vietnam offers solutions in e-commerce, digital, and brand management, working with the team's digital technologists and experts. The company provides "serious marketing solutions, not just pretty ads".
    • DDB houses other agencies such as Rapp (a CRM network), Interbrand (branding agency), and Tribal (digital specialist).

    BBDO Vietnam

    • BBDO Vietnam is focused on communicating "work that works" for their local clients as well as multinational clients.
    • The company is focused on "effective creative strategy, compelling storytelling, and a passion for ideas" giving their clients a positive social impact.
    • Its clients include Oppo, Mercedes-Benz, and Suntory Pepsi Co.

    Research Strategy:

    To provide the top 5 advertising agencies in Vietnam, we initially checked advertising research & reports specifically focused on Vietnam's advertising market. In the course of our search, sources and listings mostly discuss online advertising. We focused on online advertising agencies due to the following reasons: (1) the Vietnam government will come up with cyber security laws to protect the end user's privacy data, and (2) Vietnam is also improving its internet infrastructure to connect with other regions in SE Asia. Thus, the growth of the online advertisement strategies in the country.

    However, the data regarding the agencies' market share specific to Vietnam is not available in the public domain. To look for this, we used the following strategies.

    We initially looked for the overall advertising industry in Vietnam. In this way, we can have a view of the countries whole advertising market. We found reports such that from Vietnam Insider, and it identifies the top players. However, the report does not detail the market share of these agencies. It only discusses the expenditures and market segmentation. Further, details need to be purchased but we had an initial list of the top players.

    Secondly, we decided to look first for the most distinguished, top advertising agencies in Vietnam from researches to check the listings based on any other metric. To come up with the "top" list, we compiled different listings from credible sources, and selected the companies that are consistently mentioned and included in the top listings. After we have shortlisted the names, we checked each company through their official websites, press releases and other media articles to confirm if they have a considerable market in Vietnam through their offered services.

    As our last resort, we checked for the revenue information of the initially consolidated top advertising agencies in Vietnam to use it as the basis of ranking. It is done since in the absence of market share, we hoped to find the revenue information as another basis to compute the market share, as well as to rank the companies. But since these companies are privately held, revenue information is not publicly available, especially the revenue specific to Vietnam. Another possible reason is that advertising in Vietnam is heavily regulated by the government. Therefore, another reason for the unavailability of data is to protect the companies' competitive advantage.

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    Top Advertising Agencies in Indonesia

    Top advertising agencies in Indonesia include the following:
    • Milestone
    • Saatchi & Saatchi
    • Grey Indonesia
    • Matari Advertising
    • Landor
    • McCann
    • J. Walter Thompson Jakarta (JWT)
    • Next Digital Indonesia
    • Y&R Indonesia
    • Leo Burnett Indonesia
    • VML
    • MullenLowe
    • Ogilvy Jakarta
    • Blackstone
    • FAB Group
    • The Campaign Palace Jakarta
    • FCB Jakarta
    • DDB Indonesia

    Insights on the Advertising Industry in Indonesia

    • In 2017, advertising revenue in Indonesia exceeded $10 billion.
    • The high growth rate of advertising spending in Indonesia is largely attributed to the growth of digital advertising.
    • Digital advertising is witnessing the fastest growth.
    • Television is the dominant medium for both coverage and spending which accounts for about $8 billion or 80% of the total advertising spending in Indonesia in 2017.
    • The advertising industry in Indonesia is expected to grow at a CAGR of 12% from 2016 to 2021.

    Company — News

    • In January 2017, Dentsu acquired a 51% stake in Dwi Sapta Group, one of the largest independent full-service advertising agencies in Indonesia.
    • In 2018, Hakuhodo Indonesia became the first Indonesian advertisement agency to be included in the Asian top 25 rankings.
    • In 2018, M&C Saatchi, one of the world’s largest agencies, opened its office in Indonesia.

    Company — Revenue Information


    industry Reports and Market Studies

    We looked for industry reports and market studies on the advertising industry in Indonesia because they usually provide details on key players based on market share or revenue. We found various reports published by The International Trade Administration (ITA), Euromonitor International, and PwC that provided information on the overall advertising industry in Indonesia. Nevertheless, none of the reports provided insights on the key players in the advertising industry in Indonesia.

    Media Publications

    We examined several media publications to find the required data. We came across three lists published by Agency Roll, Chairman Migo Media, and Sortlist titled 'top advertising agencies in Indonesia'. However, none of the lists ranked the players based on market share or revenue.
    Since we already found the overall market size of the advertising industry in Indonesia, we started to search for the Indonesia-specific revenue information for each of the companies listed in the three sources mentioned above. The idea here was to collect the revenue information for all the companies and calculate their respective market shares in the industry. We checked the company websites, annual reports, and databases such as Hoovers and Crunchbase to identify the leading companies. Subsequently, we found Milestone Dinamika Perkasa, Grey Indonesia, McCann Worldgroup, and Y&R. However, limited information could be traced regarding the revenues specific to the Indonesian market for all the companies that were identified. Most of the published revenue information was related to the global operations for the companies. Due to lack of sufficient data, we were unable to calculate the market share of each company and rank them.

    Alternate Parameters

    As our last resort, we looked for alternate parameters such as the number of clients, employees, offices, investments, and awards, among others that could be used to rank the companies found earlier. However, after going through numerous media articles and press releases concerning Dentsu Indonesia, Hakuhodo Indonesia, and M&C Saatchi, the required data was still unavailable.
    One of the probable reasons for the unavailability of information could be that since most of the advertising agencies in Indonesia are privately-held, their revenue information is not publicly available.
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    Top Advertising Agencies in Malaysia

    After an exhaustive search through market research, reports, studies, news articles and databases, a top list of advertising agencies ranked by market share could not be curated by our research team using information available in the public domain. However, several pre-compiled top lists were found based on popularity and market reception of advertising agencies in Malaysia as well as several other relevant findings. We have reported these together with our methodology below.


    • The top five advertising agencies in Malaysia ranked by minimum project size according to Clutch:
      • 1.) Envicion Studio
      • 2.) Perfect Viral Marketing
      • 3.) REV Asia
      • 4.) Youmo Studio
      • 5.) Nobleman Creations
    • The top five advertising agencies in Malaysia ranked by recognition and results according to Kingdom Digital are:
      • 1.) Kingdom Digital Solutions
      • 2.) Leo Burnett
      • 3.) FCB Kuala Lumpur
      • 4.) Lion and Lion
      • 5.) Roar Point
    • The top five advertising agencies in Malaysia according to Agency Roll are:
      • 1.) JWT Malaysia
      • 2.) FCB Kuala Lumpur
      • 3.) McCann Erickson
      • 4.) K-Gic
      • 5.) Grey Kuala Lumpur
    • The top five advertising agencies in Malaysia according to Sortlist are:
      • 1.) Aasia Productions
      • 2.) Big Picture Asia
      • 3.) Graphic Lab Malaysia
      • 4.) Brand Speaks Sdn Bhd
      • 5.) Adlumino


    • The total ad expenditure in Malaysia in 2018 was US$1.2 billion, with a growth of 0.3% from 2017.
    • This growth was due to several global events such as the FIFA World Cup in Russia, the Winter Olympics in South Korea and the Asian Games in Indonesia.
    • Internet ad expenditure in Malaysia increased from US$178.5 million in 2014 to US$358.6 million in 2018.
    • Radio and TV ad expenditure in Malaysia have remained almost constant from 2014 to 2018.

    Research Strategy:

    In order to uncover the top 5 advertising agencies in Malaysia by market share, our research team searched for pre-compiled lists on industry-related websites. They were able to find pre-compiled lists on Agency Roll, Clutch, Sortlist, and Kingdom Digital. These pre-compiled lists, however, were not based on market share, but on ambiguous metrics such as popularity and market reception.

    Next, our research team looked through market reports, research, and studies done on the advertising industry in Malaysia to look for the size of the advertising market together with the market share of the advertising agencies in the country. They also hoped to find key players in the advertising industry in Malaysia through this search. Our team scoured through the websites of organizations such as the Malaysian Communication and Multimedia Commission (MCMC), Malaysia Multimedia University (MMU), and Malaysia Digital Economy Corporation (MDEC). They were able to find two reports from the MCMC website, however, while our team was able to find the total market size of the advertising industry in Malaysia, both reports did not provide any data on breakdown of the advertising market by advertising agencies in Malaysia. Upon translation of one report found through this search (since it was in the Malay language), our team found that it was about the emergence of smart cities in Malaysia which is not relevant to this request. Further examination of the reports and studies found through this search revealed no other relevant insight.

    Our research team then looked through credible global and Malaysian news sources to find any mention of key players in the advertising industry in Malaysia. They searched through websites such as The Star Online, The Asia One, Malay Mail, Strait Times, Al Jazeera, Malaysia Kini, and MSN, however, they were unable to find information or insights relevant to the top advertising agencies in Malaysia ranked by market share. Growth in ad expenditure was reported by some news sources, however, they were only citing information from the industry report of the MCMC.

    Finally, our research team attempted to triangulate for the requested information. They looked at press releases and annual reports of the advertising agencies reported on pre-compiled top lists and attempted to calculate their share in the advertising market in Malaysia. Our team was able to find that digital ad spending in Malaysia reached US$657 million in 2019, however, after going through websites of the different advertising agencies such as Youmo Studios, Kingdom Digital Solutions, Lion and Lion, Roar Point, Rev Asia, Nobleman Creations and Leo Burnett, they could not find their annual ad revenue or any financial data to calculate for their market share. Further search revealed no indication of number of projects done from which our team could estimate a revenue.

    After a thorough search and triangulation attempt, our research team was still unable to curate a top list of advertising agencies in Malaysia based on market share. This is likely due to the fact that most, if not all, of the advertising agencies in Malaysia are private organizations, and as such, are under no obligation to disclose financial information, such as revenue, to the public.
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    Top Advertising Agencies in the Philippines

    J. Walter Thompson, BBDO Manila, NU Interactive Labs Inc, Dentsu Aegis Network, and Leo Burnett are the top advertising agencies in the Philippines based on market share.


    • Year to Date Revenue (2018): $3.34 million
    • Market Share: 18.66%
    • Its most recent wins include the Araneta Project, Roche Project, and Cebu LandMasters Project.
    • BBDO Manila is the sole advertising firm in the Philippines to receive the Grand Prix for Effective at the WARC Prize for Asian Strategy as well as Asia Pacific AdFest.
    • It is the current Agency of the Year recipient, which is awarded by the Association of Accredited Advertising Agencies of the Philippines. It won the said award "five years out of the last ten."


    To determine the top advertising agencies in the Philippines, we utilized information from industry news sources such as the Association of Accredited Advertising Agencies of the Philippines and Adobo Magazine, as well as surveys from R3 Worldwide’s 2018 Creative Agencies New Business League rankings. The data from R3 New Business League came from agencies themselves and compared against client estimates and Nielsen ADEX for reliable assessments. However, the data was not presented as a market share, but overall year to date (YTD) revenue.

    Therefore, to determine the market share of each company, we needed to divide their revenue by the total market size of the advertising agencies market in the Philippines. First, we searched for the market size of advertising agencies using surveys from Statista, Kanter Media, and Nielsen. However, most of the reports were about ad spend. For instance, Statista mentioned that the market for digital ad spend alone amounted to around $1.03 billion.

    Next, we searched for local news and data from the Association of Accredited Advertising Agencies of the Philippines. Again, the only available information was about ad spend. Inquirer showed that the 2017 total ad spend of the more than 50 members of the Association of Accredited Advertising Agencies of the Philippines was about $7.88 billion (P401.9 billion). This value does not represent the market size of advertising agencies, but the total amount their clients spent on TV (79.7% share), radio (17.2% share), and print ads (3.1 % share).

    We then attempted to triangulate the market size by looking at the revenues of the members of the Association of Accredited Advertising Agencies of the Philippines. The latest directory showed that there are 42 members. When we tried to search for their revenues on their annual reports (if public), Hoovers, and Zoominfo, some did not have data, and most operate as multinational companies, including Publicis, Leo Burnett, and McCann World Group. Revenues presented from these companies were global earnings, so we could not use it to determine the market size of ad agencies in the Philippines.

    Furthermore, the association had a total YTD revenue of $17.9 million from the top 19 agencies, and these revenues, whether from a local or multinational company, were from the Philippines' market alone. It is also noteworthy that number 14 (DDB) on the list had just $110,000 in revenue, while numbers 15 and 16 (Bates and Cheil) were listed as zero, which means that these companies did not have notable contracts for 2018, but were still included in the list. Some agencies had negative revenues, indicating that they lost crucial clients such as Revlon, RB, and Firefly Electric Lighting Corporation. Thus, we concluded that the total YTD revenue from the top 19 agencies closely reflects the total market size of ad agencies in the Philippines. These five companies are the top advertising agencies in the Philippines in terms of market share because they have the largest revenues. However, for their market share, we just used the total YTD revenue of $17.9 million from the top 19 agencies as a proxy for the overall ad agency market size in the Philippines, as it is the closest data available.


    J. Walter Thompson market share = ($3.48 million/$17.9 million) * 100 = 19.44%
    BBDO Manila market share = ($3.34 million/$17.9 million) * 100 = 18.66%
    NU Interactive Labs Inc market share = ($2.89 million/$17.9 million) * 100 = 16.15%
    Dentsu Aegis Network market share = ($2.7 million/$17.9 million) * 100 = 15.08%
    Leo Burnett market share = ($1.63 million/$17.9 million) * 100 = 9.11%

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    Top Advertisers in Thailand

    The top five advertisers in Thailand include Unilever Thailand, Lifestar, Procter & Gamble, TV Direct, and Toyota.


    • Thailand's advertising market is expected to be worth ฿124 billion ($4 billion) by the end of 2019. In 2018, it was worth ฿118 billion ($3.82 billion).
    • TV advertising accounts for 58.7% of the market, internet advertising makes up 14.5%, and OOH accounts for 6%.
    • Currently, "the top five advertisers in Thailand are Unilever (฿3.8 billion), Lifestar (฿2.54 billion), Procter & Gamble (฿2.45 billion), TV Direct (฿2 billion), and Toyota (฿1.94 billion)". 
    • One key trend in Thailand's advertising market is that social media advertising will dominate — outrunning the conventional media advertising.


    1. Unilever

    • Unilever is one among the world's leading company with over 400 brands.
    • About 2 billion people are noted to use Unilever product daily.
    • The company's leading product category in Thailand include food and drinks, home care, and personal care products.
    • The leading brands in Thailand include Love Beauty and Planet, Knorr, Comfort, Sunsilk, Sunlight, and Citra.
    • In 2018, the company had the highest market share in advertising spend in Thailand — ฿3.8 billion.

    2. Lifestar

    • Lifestar is a leader in the production of personal and skincare products in Thailand.
    • Its products include health and skincare solutions for both men and women. These products include magique, revive, clear expert, and S.O.M.
    • In 2018, the company spent about ฿2.54 billion on advertisement in Thailand.

    3. Procter & Gamble

    • Procter and Gamble is a popular company in Thailand. The company manufactures and sells a variety of products in Thailand and exports to other countries.
    • Some of the products include Beauty Personal Care brands in Thailand including SK-II, Pantene Pro-V, Head & Shoulders, Herbal Essences, Rejoice, and Olay.
    • It also markets Safeguard de-germing soap, Pampers disposable baby diapers, Whisper personal feminine products, Vicks pharmaceutical products, and Downy.
    • In 2018, the company spent about ฿2.45 billion on advertising in Thailand.

    4. TV Direct

    • TV Direct is a direct marketing operator that provides products or services Directly to consumers Through various marketing channels.
    • It is a popular online shopping site in Thailand.
    • "It has more than 2,500 items, classified as categories such as health products, home appliances, fitness and sports, car care and travel supplies, auspicious products, toys and supplies for children"
    • It offers products and services directly to consumers through channels such as "regular TV systems (Free TV) and satellite TV, Shop Thailand, Shop at home, Beauty TV, Health and Family cable TV via True Visions, Channel 13, 24-hour shopping network, channel Via catalog, online channels via and TV Direct Showcase stores located in all regions of the country".
    • In 2018, the company spent over ฿2 billion on advertisement in Thailand.

    5. Toyota

    • Toyota is one of the best-selling car products in Thailand.
    • The company's product was decorated as the car model under concept in the Bangkok auto salon 2019.
    • In 2018, it spent about ฿1.94 billion on advertisement in Thailand.


    In order to identify the top five advertisers in Thailand ranked by market share or the amount of money they spend on advertising, we examined news articles and industry reports. We were able to locate a precompiled list of the top advertisers in Thailand along with the amount of money they spent on advertisement. Bangkok Post, Thai Examiner, and Statista are some of the sources we looked into. To get the position of these companies, we searched press releases concerning them. We have provided a screenshot of the Statista publication here.
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    Top Advertisers in Vietnam


    The top five advertisers in Vietnam, ranked based on advertising budget, are Vinamilk, Unilever, Hasan Consumer, Sabeco and Habeco.



    • Vinamilk is easily Vietnam's biggest spender on advertising; its annual advertising expenditure is VND 9.114 trillion (US$390.9 million).
    • It is the largest dairy company in Vietnam and the 15th largest in the country. Its primary products include milk, cheese, fruit juice and coffee.


    • Unilever Vietnam is Vietnam's second biggest advertiser; its annual advertising expenditure is VND 6.260 trillion (US$268.5 million).
    • It produces numerous Fast Moving Consumer Goods (FMCG) including food and beverages, personal care products and cleaning products. It is also a well-known multinational corporation.


    • Masan Consumer is Vietnam's third biggest advertiser; its annual advertising expenditure is VND 3 trillion (US$128.7 million).
    • Masan Consumer is the country's largest local FMCG company; its products include instant coffee, noodles and bottled beverages.


    • Sabeco is Vietnam's fourth biggest advertiser; its annual advertising expenditure is VND 776.4 billion (US$33.3 million).
    • Sabeco is Vietnam's biggest brewer; its products include several kinds of beer and other beverages.


    • Habeco is Vietnam's fifth biggest advertiser; its annual advertising expenditure is VND 730 billion (US$31.3 million).
    • Habeco is also a well-known brand of beer in Vietnam. The company spends its advertising budget to promote its beer and other alcoholic beverages.


    We initially began my research by conducting a search on the top advertisers in Vietnam. Unfortunately, we only got information about advertising agencies and articles about the overall advertising budget in Vietnam. We then found an article that mentioned that an important share of advertising expenditure is dedicated to Fast Moving Consumer Goods (FMCG). Our next step was to look for the top FMCG companies in Vietnam. We found that Vinamilk, Sabeco and Unilever were at the top of the list; we deduced that they were the largest advertisers in the country.

    We also decided to search for the "promotion expenditure" instead of the "advertising revenue". We found an article that presented the advertising expenditure for several Vietnamese firms including Vinamilk, Sabeco, Habeco and Masan Consumer. We gathered information about these four companies from this article; however, we had to triangulate these companies' advertising expenditure. The article presented the advertising expenditure either for half-year or per day. Using this information, we calculated the annual advertising expenditure either by multiplying the amount presented in the article by 2 (when the amount was the advertising expenditure for half a year) or by 365 (when the amount was the advertising expenditure per day).
    Hence, the advertising expenditure in 2018 for Vinamilk is (VND 4.557 trillion (half a year) * 2) = VND 9.114 trillion.
    The advertising expenditure in 2018 for Habeco is (VND 2 billion (per day) * 365) = VND 730 billion.
    The advertising expenditure in 2018 for Sabeco is (VND 388.2 billion (half a year) * 2) = VND 776.4 billion.
    The advertising expenditure in 2017 for Masan Consumer was around VND 3 trillion. This figure is likely to be similar to that of 2018.

    The advertising budget for Unilever Vietnam, another big FMCG corporation in the country, was not available. However, Hoovers provided annual revenue information of $1.119 billion. Given that the average advertising/budget corresponds to 24% of FMCG corporations' annual revenue, the net advertising revenue is 0.24*$1.119 billion = $268.5 million = VND 6.260 trillion.
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    Top Advertisers in Indonesia

    The top Advertisers in Indonesia are Traveloka, Indomie, Vivo Smartphone, Bukalapak, and Shopee.


    • Others were the beverages companies who spent Rp 21.6 trillion ($1.54 billion) while "Rp 19.1 trillion ($1.36 billion) was spent by food companies."
    • Sectors such as "e-commerce, government and political organizations" also spend a lot on advertisements.


    1. Traveloka

    • Traveloka is a "privately held company that was founded in 2012" by Albert Albert, Derianto Kusuma, and Ferry Unardi.
    • The company profile on Linkedin describes it as a "booking company that offers airline ticketing and hotel booking services."
    • Traveloka has expanded its services to over six countries in Southeast Asia and Australia.

    2. Indomie

    • Indomie is a noodles product produced by an Indonesian company called Indo Foods.
    • The product was first released in the Indonesia market in 1969.

    3. Vivo Smartphone

    • The company was founded in 2009 and today has most of its market share in Southeast Asia and the Middle East.
    • Vivo Smartphone company has over 200 million users of its device globally.


    5. Shopee

    • The company was founded in 2015 in Singapore.


    To identify the top five advertisers in Indonesia, we scoured through industry and advertising reports on the database of Nielsen, Indonesia Investments, and other similar sources. From these sources, we were able to identify precompiled information on the top Advertisers in Indonesia. From the multiple reports, we selected the companies with the highest advertising expenditure.

    Next, we searched through each company's website to find the products and services these companies offer. We also searched for each company's profile on profiling databases such as Crunchbase, Linkedin among others.

    From the findings identified in the above searches, we proceeded to present detailed research of the top Advertisers in Indonesia.
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    Top Advertisers in Malaysia

    Axiata, Maybank, CIMB Bank, Maxis, RHB Bank, and Public Bank are some of the most recognized banks in Malaysia who have spent a significant amount of money on advertisements.


    • Advertising revenue in Malaysia is expected to increase by 1.5% in 2019 and reach USD1.3 billion in 2020.
    • Due to the low penetration of digital advertising format in this country, this segment has relatively slow growth and ad spend from this format is expected to increase this year by 13%.
    • However, top brands are currently transitioning to digital advertising formats. Thus, TV ad spending is expected to decrease by 3.2% this year.
    • Television still accounts for 48% of media ad spending, followed by newspapers at 38% and cinema, in-store media, and magazines at 3%, 2%, and 1%, respectively.
    • According to Nielsen report, government, social, and political organizations constitute the top ad spending in 2018 due to the election but this declined eventually after the poll was concluded.
    • Sectors such as retail, toiletries, non-alcoholic beverages, and travel & tourism also spend a lot on advertisements.


    1. Axiata

    • Axiata is the leading telecommunications group in Malaysia with an international presence in 11 countries. Their operation includes digital financial services, enterprise business solutions and digital advertising.
    • The company spent RM2,147,698,000 ($522 million) in marketing, advertising, and promotional activities.

    2. Maybank

    • Maybank is a Malaysian bank which is included in the Global 500 brands with a brand value of $4.2 Billion. The company is the first bank to introduce cashless payment solution in the country.
    • The company spent RM209,560,000 ($50.95 million) in advertisement and publicity.

    3. CIMB Bank

    • CIMB Bank is a Malaysian financial institution providing services in Malaysia, Indonesia, Thailand, and Cambodia. It offers personal banking, private banking, and priority banking.
    • The company spent a total of RM292,485,000 ($71.11 million) in advertisements.

    4. Maxis

    • Maxis is the leading communication and digital services company in Malaysia providing communications services to consumers and businesses.
    • The company spent RM211,468,000 ($51.41 million) in marketing.

    5. RHB Bank

    • RHB Bank is the fourth largest bank in Malaysia providing services such as corporate banking, investment banking, client coverage, asset management among others. The company has 210 branches in the country with 19 branches internationally.
    • The company spent RM64,868,000 ($15.77 million) in advertisement and publicity.

    6. Public Bank

    • Public Bank is the third-largest bank in Malaysia and has been in the industry for 52 years. The company has more than 400 branches in this region providing financial services.
    • The company spent RM56,521,000 ($13.74 million) in advertisement and promotional activities.


    In order to identify the top five advertisers in Malaysia, we examined the industry and advertising reports in sources such as Malaysian Advertisers Association (MAA), Nielsen, Media Specialists Association, Deloitte, and other similar sources. However, we only found the top media advertising formats and top advertising expenditures in Malaysia. Additionally, the reports only provide an overview of the advertising industry.

    Subsequently, we looked for the top advertising agencies in Malaysia in sources such as BPN, UM, Dentsu, Publicis, etc. We examined their annual reports or client profiles to find a list of tip brands they serve. While we were able to find a few recognized brands the agencies have served, there was no data on the amount spent on ads and the breakdown of revenues per client.

    Then, we looked for the top brands/companies in Malaysia and finds its advertising spendings. With the use of 2018 list of top 100 brands in the country, we checked each company's annual reports. However, some of the annual reports did not provide any information on advertising activities. This made it difficult to rank the companies. However, we provided data on six companies and their advertising spends.
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    Top Advertisers in the Philippines

    After scouring through multiple credible sources, we could not find information regarding the top five advertisers in the Philippines ranked by market share or the amount of money they spend on advertising in the country. However, based on our assumptions, the top five advertisers in the Philippines are Unilever, Global Telecom, Toyota Motor Philippines, Proctor & Gamble, and Mitsubishi Motors Philippines Corp.


    • The top advertising awards were awarded to advertising agencies and advertisers within the Philippines in the year 2017. Companies receiving top advertiser awards at this time included Globe Telecoms, Mitsubishi Motors Phils. Corp., Toyota, Megaworld, Bangko Sentral.
    • The leading ad spenders in the Philippines according to a 2013 report were: 1) Unilever Philippines Inc., 2) Procter & Gamble Philippines Inc., 3) Colgate-Palmolive Philippines Inc., 4) Nestle Philippines Inc., 5) United Laboratories Inc., 6) Mead Johnson Philippines Inc., 7) Monde Nissin Corporation, 8) Unilever RFM Ice Cream Inc., 9) Jollibee Foods Corporation, and 10) Universal Robina Corporation.
    • 2013 Kantar Media data: The top advertiser of 2013, Unilever Philippines, Inc., spent more than P48 billion for TV advertisements. Unilever Philippines, Inc. was generally the leading spender across every timeslot and channel. Following Unilever Philippines, Inc. was Procter & Gamble Philippines, Inc. and Colgate-Palmolive Philippines, Inc. with more than P33 billion and P15 billion, respectively, in television advertisement spending.


    • Unilever produces and markets various items under over 400 different trademark names globally. Some of its top brands are Axe, Dove, Lipton, Vaseline, Knorr, Pepsodent, Ponds, Tresemme, Hellman's.
    • According to Unilever, "Seven out of every ten households around the world contain at least one Unilever product, and our range of world-leading, household-name brands includes Lipton, Knorr, Dove, Axe, Hellmann’s, and Omo."
    • In the Philippine market, Toyota has around 20 various car models available, as of 2019.
    • In the Philippines, Globe Telecom serves as a leading provider of services related to telecommunications.
    • There are currently eight different available car models from Mitsubishi within the Philippines market.
    • In the Philippines, the top brands for Proctor and Gamble include: Olay, Oral-B, Vicks, Gillette, Safeguard, Joy, Head & Shoulders, Pantene, Rejoice, Whisper, Downy, Tide, Pampers, and Ariel.
    • The leading brands for Colgate-Palmolive Philippine include Hills, Colgate, and Palmolive.
    • Globally, P&G Philippines provides services to about one-third of P&G businesses.


    • In the year 2017, Procter & Gamble's (P&G) advertising expenses amounted to $7.1 billion, which indicated a decrease from 2016 ($7.2 billion). This figure includes spending on global internet, print, in-store, and television advertising. Meanwhile, P&G's digital spending was about one-third of its total spend.


    • For its operations in the Philippines, Mitsubishi Motors Philippines regularly reaches different milestones. It reported 1 million unit sales, while forecasting a CAGR of about 10% in March 2019. In 11 years, the company aims to hit the proceeding 1 million unit sales.
    • Following a slump that affected the entire industry in the year 2018, Toyota Motor Philippines (TMP) Corp. anticipates vehicle sales to rebound in 2019 as the corporation aims for an improvement of 5%.
    • At the conclusion of 2017, Toyota Motor Philippines (TMP) was the most prosperous and largest automotive trademark in the Philippines, as it maintained a market share of 38.54%.


    After an exhaustive search through Philippine news outlets and top advertising lists, we were not able to offer a direct answer to the request. We located a 2017 article from the Manilla Standard news agency on an award ceremony for advertisers and advertising agencies. Using this report, we identified several companies that won top awards. However, we could not find any sources listing the top spending on advertising companies in the Philippines or the advertising market shares of leading companies. Afterward, we analyzed the companies that received rewards for additional information on their products, position, and advertising spending. We came across company positions, brand and product information, and growth, but we could not locate details on market share or advertising spending, except for 2017 figures for Proctor and Gamble.

    We then examined their annual reports to locate/identify how much they each spent on marketing in the country. However, their annual reports did not include advertising or marketing spend for the Philippines and only provide company-wide basic financial information not specific to the nation.

    Finally, we utilized the information contained in the 2013 report from Kantor Media listing the top 10 advertisers in the Philippine market. Though outdated, we assumed that some of the companies still hold top positions. We used this source only as a jumping-off point to research many companies that topped the list. Using this strategy, we found two companies, Unilever and Proctor and Gamble, which both appear to be consistent in sales, and the position of their brands and products. We also assumed that both would still be among the top advertisers.

    The results:

    1) Unilever owns over 400 household brands and products. Some of their top brands are Axe, Dove, Lipton, Vaseline, Knorr, Pepsodent, Ponds, Tresemme, and Hellman's. We were unable to locate any information on their advertising market share or current advertising spending in the public domain.

    2) Global Telecom is a leading international telecommunications company. We were unable to obtain any information on their advertising market share or current advertising spending in the public domain.

    3) Toyota Motor Philippines is a corporation that operates as a subsidiary of the Toyota Motor Corporation. It is the largest and most successful automotive brand in the country, controlling a 38.54% market share, as of the end of 2017. We were unable to find any information on their advertising market share or current advertising spending in the public domain.

    4) Proctor and Gamble Philippines services one-third of Proctor and Gamble companies worldwide, providing consumer goods such as personal care products. Some of the biggest products are Olay, Oral-B, Vicks, Gillette, Safeguard, Joy, Head & Shoulders, Pantene, Rejoice, Whisper, Downy, Tide, and Pampers. Proctor and Gamble's advertising costs in 2017 was $7.1 billion. The company's digital spending was around one-third of its overall spend. We could not find more recent figures on advertising spending or their market share.

    5) Mitsubishi Motors Philippines Corp is the Philippine operation of the Mitsubishi Motors Corporation, where it serves as the second-largest seller of automobiles. We were unable to find any information on their advertising market share or current advertising spending in the public domain.

    Since we were unable to determine their market share or how much each company spent on advertising in the public domain, we based our top five on the information we did find, which included advertising awards, past top listings, top brands and products, and company growth and sales.

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    Advertising Spend in Asia Pacific

    Malaysia's and the Philippines' total media advertising spend in 2018 was worth $1.2 billion and $1.73 billion, respectively. By the end of 2019, Indonesia's total digital advertising spend is expected to reach $2.6 billion. More information on the topic has been presented below.


    • Thailand's advertising market is expected to be worth 124 billion baht ($4 billion) by the end of 2019. In 2018, it was worth 118 billion baht ($3.82 billion).
    • TV advertising accounts for 58.7% of Thailand's advertising market. It is followed by internet advertising (14.5%) and OOH advertising (6%).
    • The country's total ad spend for digital advertising is worth $915 million.  


    •  In Vietnam, online advertising has not fully gained popularity when compared to the traditional forms of advertising such as television, magazines, newspaper, and radio. However, with the increased use of mobile phones and easier access to the internet in the country, online advertising is expected to grow in the future.
    • Vietnam's total ad spend, including traditional ads, has been estimated to be more than $2.9 billion.
    • The country's total ad spend for digital advertising is worth $875 million.


    • By the end of 2019, Indonesia's digital advertising spend is expected to be $2.6 billion.
    • Due to the increasing number of internet users and "the development of advertising features on social media," the country's advertising market is expected to see double-digit growth.


    • Malaysia's total media advertising spend in 2018 was worth $1.2 billion dollars.
    • The country's digital ad spend in 2018 was worth $0.27 billion. Similarly, they spent $154.1 million in 2018 on mobile app marketing.


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    Marketing Trends in Thailand

    Marketing trends in Thailand include the blend of online and offline marketing, growing importance of influencer marketing on social media, and an emphasis on mobile marketing.


    • The thin line between offline and online marketing is disappearing.
    • 60% of Thailand's population has a strong online presence, and this is mostly due to smartphones accompanied by the continually rising use of the internet.
    • The digital world is now a component of the lives of consumers in Thailand, and the Thai population is very e-commerce friendly, especially cities like Bangkok.


    • Companies that are either dominantly offline or dominantly online will have to adapt to address the needs of consumers adequately.
    • Such companies and agencies might require partnerships, expansion, or acquisition of complementing offline/online agencies as the case may be to cater to their consumers' needs.
    • Many companies have already adapted and have digital and traditional workers functioning in harmony.
    • Digital decisions are important in strategic decisions in Thai companies.
    • With this in mind, it is imperative to ensure that consumers are engaged continuously when online.
    • Higher budgets should be allocated to digital marketing campaigns.
    • Consumers should be engaged more via social media, which can be propagated as contacts in offline stores. It's also important to convert offline customers to online customers and vice versa.


    • LINE, a company in Thailand, acquired Selluski to dominate the online and offline channels.


    • There is a significant increase in influencer marketing on videos and Instagram.
    • The latest rise in influencer marketing centers on professionals in the brands who are not very famous; these people are known as micro-influencers.
    • 70% of teenagers who are subscribers on YouTube trust influencers to actual celebrities, and 86% of the most viewed YouTube videos are by influencers.
    • While 86% of women consider advice on social networks for their purchases, 71% of customers are wont to purchase based on a social media reference.


    • DebbieBarbie YouTube channel, by Debbie Saengyoktrakarn, is the most influential, with Debbie reviewing Mattel Inc. dolls on the channel.
    • StarNgage is one of the top influencer agencies in Thailand.


    • With 15 million smartphones sold annually, the smartphone penetration is above 70% in Thai, and 65% of YouTube viewing in Thailand is on mobile devices.
    • Several brands have gone mobile to make the most out of the market with strategies, including websites and apps.
    • Many Thai companies have taken the app-first decision, which has not been entirely successful because the average smartphone user has a daily usage of only 24% of the apps on their phones.
    • Also, Thai smartphone users install four apps in a month and uninstall three.


    • The branded app strategy is not only costly but also inefficient, except for complex services like payment as well as creating customer loyalty.
    • However, other options like the SEO (Search Engine Optimization), PWA (Progressive Web Apps) and AMP (Accelerated Mobile Pages) have been more successful and are becoming indispensable in getting and keeping all kinds of customers.
    • Websites for online marketers and businesses need to be fully optimized for mobile devices with very engaging user experience options.
    • Mobile optimization and mobile presence are vital, especially for paid search engines like Google because more visitors are available on mobile devices — more visitors, more revenue.



    The research team began by looking for marketing trends in Thailand through market reports, news articles from reputable databases, trend sites, and other industry professionals. We leveraged reliable sources like Tech in Asia, Think With Google, Marketing Ignite, and Campaign Asia. The available trends varied, with more information available for digital marketing trends than general marketing trends. This could be because marketing is more successful on the digital platform in Thailand, and trends are more digital than not. Therefore, we proceeded to extract the most significant trends that had the highest number of recurrence across sources.

    Next, we searched for information about the companies that had the most significant influence in each trend. Finding companies that dominated the trends was challenging, so we searched for the top influencers in Thailand and picked the companies they promoted. Then we found companies with the most successful fully mobile-optimized websites and apps as examples. Next, we ascertained the companies that had the most successful online and offline channels in Thailand and presented our findings as above.

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    Marketing Trends in Vietnam

    Some marketing trends in Vietnam include a shift from offline advertising to online, decreasing TV advertising/marketing revenue due to the rise of digital, a rising spend on lead generation marketing, and the rise of mobile marketing.


    • According to Vietnam Insider, there is a shift from offline advertising to online, and online will continue to grow in popularity among the marketers of fast-consumer moving goods (FCMG), automobiles, real estates, and banking services providers.
    • The spending on online marketing in Vietnam is set to grow from $875 million (screenshot available here) in 2019 to a value of $1.7 billion by the year 2023. Social media advertising will dominate the online advertising market with a market share/volume of $744 million in 2019.
    • Advances in internet infrastructure, improved scalability, as well as enhanced advert measurability, will continue to contribute to the growth of Vietnam's online advertising market for some years beyond 2019.
    • According to Statcounter, with 47.8% market share, Facebook dominates the social media marketing platform in Vietnam (social media advertising is set to dominate the online advertising in Vietnam). Statcounter is a platform used by web designers, marketing and SEO professionals, and small business owners "to grow their business." A further breakdown of the social media market in Vietnam reveals that YouTube has 21.58%, Pinterest 13.26%, Twitter 10.89%, Reddit 1.56%, and Instagram 1.47%.
    • The market share of online advertising in Vietnam increased to 30% in 2018. The Vietnamese population of Hanoi spends an average of 3.1 hours per person per day online, which is higher than the 2.6 hours spent watching TV by the same group.
    • Mobile World recently increased the scale of its online campaign and achieved higher sales. Mobile World Vietnam is known to be a leading mobile and electronics retailer with an extensive presence throughout the country. The retailer uses its close relationships with telecom operators as well as "mobile phone brands" to advertise its offers to consumers.


    • The media advertising/marketing environment is changing rapidly in Vietnam with a rise of digital. At the moment, TV remains the most significant connection for fast-moving consumer goods (FMCG) shoppers in both the urban and rural areas, but is poised to witness a considerable decline in popularity in the coming years.
    • An analysis of the overall media advertisement spend for Vietnam reveals that TV advertising dropped to 66% in 2018, while online advertising expectedly increased to 30%. These statistics indicate that TV still offers the most significant potential in terms of comparative exposure. The Vietnamese population of Hanoi now spends an average of 3.1 hours online per person every day, while they spend less time 2.6 hours watching TV every day.
    • A 2018 thesis of the School of Business and Culture (International Business) titled Advertising in Vietnam reveals that between 1996 and 2000 television remained the channel accounting for the most significant share of advert spending. (Screenshot available here).
    • Before the current ad share decrease trend, television ad spending witnessed a persistent ad share growth.
    • TV ad revenue is currently declining in Vietnam due to the "rise of digital advertising."
    • A recent drop in ratings and resulting low "advertising demand" has made many prominent broadcasters refuse to buy Vietnamese dramas. Declining TV adverts make broadcasters choose to instead air game shows and foreign movies. Vietnam broadcast channels such as Ho Chi Minh City Television (HTV), HTV7, SCTV14, HTV9 are some channels that have enjoyed low advert patronage in recent times.
    • The National broadcaster Vietnam Television (VTV) also plans to reduce the length of its advertisements slots due to fall in demand.


    • The Vietnam Insider reports that there is a rising spend on "lead generation from social advertisement and location based advertisement" in Vietnam.
    • About 78% of companies that use Facebook in Vietnam use it for lead generation intending to increase their market performance. Google is becoming popular among Vietnamese companies for "search engine" analytics (Google search engine analytics are used in lead generation). Google dominates and controls about 93.07% of the search analytics market in Vietnam indicative of a growth in Vietnam's demand for lead generation marketing.
    • "Facebook and Google's revenue" recorded in Vietnam for 2018's first quarter significantly improved when compared to 2017, amidst substantial allegations of data leakage.
    • Google's profit in Vietnam for the first quarter of 2018 reached $9.4 billion. This profit exceeded $5.6 billion made in the corresponding year (2017) for the same quarter. The increase in profits made by Google in Vietnam indicates that more companies are demanding its search engine optimization and lead generation services.


    • Growing internet infrastructure attributed to the Vietnam government’s initiatives and the increase in smartphone usage/penetration has positioned mobile advertising to change the face of online advertising in Vietnam.
    • According to Vietnam Insider, the 4G network in Vietnam reaches about 80 to 90% of its population and is driving an increase in the popularity of mobile phones and mobile advertising in the country.
    • Mobile World recently increased the scale of its brand campaign on Facebook and achieved higher sales. Mobile World Vietnam is known to be a leading mobile and electronics retailer with an extensive presence throughout the country. The retailer uses its close relationships with telecom operators as well as "mobile phone brands" to advertise its offers to consumers.


    • Spend on digital marketing/advertising platforms have witnessed a steady growth with a cumulative annual growth rate CAGR of 29% recorded between 2013 and 2018.
    • PRNewswire predicts that advertisement spending on digital will increase brand market penetration and visibility for the e-commerce and retail sectors in Vietnam up to 2023
    • The rising popularity of digital marketing in Vietnam is driven by video and online search. With social media leading, Vietnam's video advertising is ranked 2nd when the country's digital advertising platforms get ranked in terms of market share. When watching ad videos, the Vietnamese population has a 99% video ad completion rate.
    • Online search advertising has grown steadily within the last five years while banner and online classified ads have seen a slight decline within the same period.
    • Facebook messenger and Zalo accounts have the maximum user penetration and account for the growth of digital advertisement in Vietnam.


    • Han Nguyen (2018) reveals that from 1996 to 2000, the cumulative amount used for marketing in Vietnam has grown from $101 million to $152 million, there was a slight decline in 1998 to the value of $109 million.
    • Between 1996 and 2023, Vietnam's advertisement spending is projected to increase from $101 million to $1.7 billion.
    • Vietnam’s top-rated milk company, Vinamilk, is taking the lead advertisement/promotional spending. In the first half of 2018, the company’s sales expenses amounted to $243 million, with 82% of this value ($201.6 million), going to advertising, market survey, as well as promotional activities. At times, Vinamilk spent over $1.1 million daily on sales promotion, which is estimated to be higher than its promotional spending in 2017.


    Our team scoured through various media publications, survey reports, credible government publications such as Vietnam News, etc., and our strategy was straightforward. We insisted on trends that appeared across a plethora of sources as an inclusion criterion.
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    Marketing Trends in Indonesia

    Some of the marketing trends in Indonesia include a rise in the use of social media, increased growth in digital marketing and increased use of mobile devices and ads.


    • Advertisers are becoming more and more interested in using influencers on social media (Instagram and Vigo) for advertising to capture the attention of consumers and is believed to become more popular in 2019.
    • An increase of 7.9% of social media and internet use was observed in Indonesia between 2016 and 2017, amounting to 143.26 million active users, which many companies are taking advantage of.
    • Popular social media networks being used are "YouTube, Facebook, WhatsApp, Instagram, and LINE."
    • Tokopedia is a local brand that has more than 415 million viewers on its YouTube channel and has the largest audience for advertising.
    • Other companies such as Sale Stock and Samsung use social media to advertise on Facebook and WhatsApp Business (Sale Stock) and Instagram (Samsung).
    • While trying to remain competitive, companies are advised to try variations rather than using the same platforms as their competitors especially when considering content marketing.
    • Indonesians have become more comfortable using social media that they have also started using various platforms like WhatsApp and Facebook for business transactions.
    • The use of English with Bahasa is popular among Instagram users and marketers are encouraged to pay attention to this when advertising to consumers on Instagram.
    • Mirum Agency is one of the companies dominating the social media marketing trend in Indonesia.


    • The demand for video ads, native ads and banner ads are expected to increase along with the increasing use of and access to the internet in Indonesia.
    • Small businesses can compete with bigger businesses with the use of digital advertising.
    • As a means to increase transparency and build trust with consumers, companies are utilizing live videos to make advertising more interactive and personalized which can be done on social media platforms like Facebook as well as Instagram.
    • Another platform that is being used for video ads is IgTv which was introduced in 2018.
    • Consumers who gravitate toward video content is expected to increase through 2019 as access to internet increases.
    • YouTube is one of the more popular sources of video ads in Indonesia.
    • Influencers are also used by ad agencies to market products and services digitally.
    • Wellcomm is one of the companies dominating the digital marketing trend to market its electronic gadgets as well as Mirum Agency.


    • In 2019, digital ad spend relating to mobile ads will be 50% and may amount to $312 million.
    • To attract more customers and enter their personal space, advertisers are using mobile ads as their first touchpoint (Source 1)
    • Indonesians who are currently accessing the internet on their mobile devices has reached approximately 47%. This makes them easier to be targeted with mobile ads because 80% of those with smartphones use them to search for products and services.
    • Indonesian mobile commerce market is considered to be the fastest-growing and companies intend to use more of the data collected to target consumers with the hope of increasing the conversion rate.
    • Companies that are targeting consumers via mobile ads have to consider consumer data, especially if ads are done via mobile apps because many consumers have limited internet access.
    • Tokopedia, Bukalapak, Shopee, and Lazada are considered dominant companies with the use of mobile ads for marketing on e-commerce sites and apps.


    We began researching marketing trends in Indonesia by looking through market reports and news articles from credible publications and experts in the field. We used several sources such as TagToo, Tech in Asia, DHA Digital, Fortuna, Genie Glow, CoHive, Jakarta Globe, among others. We selected common discussion trends/themes about marketing trends in Indonesia from all the sources, that is, they appeared at least five times or frequently cited across sources. These were then used to create titles for the observed trends, to present the three trends, regarding marketing in Indonesia. Additionally, dominating companies for each trend were selected from pre-compiled information about companies with the largest presence in each trend. For example, Mirum was named the largest social media agency in Indonesia, so we assumed that it also has the strongest presence in social media marketing in the country. Finally, we used this process of selection to determine digital marketing and mobile ads trends.
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    Marketing Trends in Malaysia

    Some marketing trends in Malaysia are live video streaming, use of artificial intelligence (AI) and machine learning, and use of micro-influencers en masse. Petronas and Honda Malaysia dominate the live video streaming trend in Malaysia, while UMobile dominates the micro-influencers trend by engaging 100 and over micro-influencers for a single campaign. Shell Malaysia dominates the AI trend by using chatbots such as Shell LubeChat to engage customers and enable them to quickly make better-informed buying decisions. Detailed information is presented in the next section.


    • Live video streaming is a common marketing trend in Malaysia. This has been made possible with the rise of platforms such as the new Instagram TV, native Facebook video, and Twitch. The use of live videos has also proven to be more economical, as huge budgets for video production and editing are not needed. The video can also be published on the same platform once the live streaming has ended. People tend to love live videos because of their authenticity and spontaneity, allowing people to directly chat, comment, and engage with the brand during a live-stream.
    • A company dominating live video streaming in Malaysia is Petronas. The company is known to create and live-stream video content such as during the festive season every year. Many people know and remember the Petronas brand because of the videos. Petronas used Facebook live video streaming to market its launch of Petronas Dynamic Diesel Euro 5.
    • Honda Malaysia is also among the dominating companies and has used Facebook Live to market its #RideTheDream campaign which introduced the new Honda Civic car. Several micro-videos were shown that detailed the car model's new and improved features, increasing the anticipation of customers for the big reveal.


    • One company dominating the trend is Shell Malaysia. The company uses a chatbot called Shell LubeChat which readily answers questions on lubricants from customers and gives customers suggestions on the right lubricants that they can use for their equipment. The chatbot doesn't just sell products but brings instant Shell expertise to customers, enabling them to quickly make better-informed buying decisions.


    • This is a trend where companies in Malaysia are using micro-influencers en masse, around 100 or more, in one campaign. Although micro-influencers have moderate follower numbers, they post and share specific passion related content and generate more engagement per post. One company dominating the trend in Malaysia is UMobile. The company engaged 100 micro-influencers for one campaign in 2018.
    • In Malaysia and other Southeast Asian countries, micro-influencers are commonly used to market brands as they provide the advantage of speed and reduced cost compared to traditional influencers who have bigger follower numbers. Generation Z and millennial consumers are driving this trend as they are known to use platforms such as YouTube more, compared to traditional media such as TV.


    To provide marketing trends in Malaysia, we first searched for information in credible industry publications and reports, such as Marketing in Asia, Marketing Magazine Asia, and Info Cubic. This led us to several credible reports with pre-compiled information on marketing trends in Malaysia. We studied these reports and found details on some marketing trends in Malaysia. We searched for trends that were repeated at least twice and found three marketing trends that we included in our findings. To find at least one company dominating each trend in Malaysia, we searched for this information in the reports that we found and came across companies such as Petronas, Honda Malaysia, Shell Malaysia, and UMobile, which were said to be dominant in the respective trends. These companies were included in our findings.

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    Marketing Trends in the Philippines

    Some marketing trends in the Philippines include video marketing, mobile marketing with an increased focus on mobile payments, voice search, big data, and chatbots. Companies that have implemented these trends and dominate their corresponding markets include Jollibee, McDonald's, GrabPay, Alexa, Cortana, Google Assistant, Siri, Amazon, RCBC, and UnionBank.



    • Video marketing is considered to be one of the fastest-growing trends in the country and does not show any signs of slowing down soon. According to a study conducted by Cisco, about 82% of the traffic online will be via video by 2021. The study also revealed that over 24% of small businesses in the Philippines reported relying on marketing agencies to help with their business video productions.
    • According to an article published by InfoCubic, video marketing with effective content is one of the most popular forms of marketing formats beating e-newsletters, infographics, and articles.
    • Studies have shown that videos that tell heartwarming, relatable, or humorous stories are most commonly shared, likes, and watched by the Filipinos. Brands that emulate this strategy of marketing obtain better exposure and results.
    • Video marketing is also the most preferred format among the fast-food chains in the Philippines. Jollibee and McDonald's, two of the country's most well-known fast-food chains, have developed numerous heart-touching videos which were later adopted by other brands. Some of the more popular videos were made by Max and KFC.


    • According to a report published by Ericsson, the penetration of smartphones and other connected devices has grown to 70% in 2018 from a recorded 40% in 2015. With faster and cheaper access to various mobile data plans, local brands are prioritizing mobile marketing for their many digital marketing campaigns.
    • The latest study conducted by Visa Consumer Payment Attitudes showed that over 41% of Filipinos make weekly payments through their mobiles and over 65% of them make purchases through their smartphones.
    • Integrating mobile payments into mobile marketing strategies is likely to broaden the customer base. This has also proven to be cost-effective in contrast with traditional media such as print ads and billboards.
    • According to Nielsen, while mobile marketing dominated the country's digital ad campaigns, “on-target mobile ad performance outpaced digital ads served via desktop and total digital in 2017.”
    • GrabPay, an e-wallet extension application of Grab, designed specifically for their 'Maps and Navigation' and 'Travel' categories in the Philippines, has effectively adopted mobile marketing with the integration of mobile payments.


    • As voice recognition and search technology get more advanced, utilization of voice search on their smartphones in will see a massive increase this year (2019). It has been reported that 50% of all online searches will be voice searches by 2020. It was also found that over 20% of all mobile queries made on Google and about 25% of Bing searches are all voice searches.
    • In 2018, voice search was not applied to the Philippine market but is likely to take hold in the coming years. It was found that companies are being encouraged to start utilizing this feature to enable the integration of content strategy with voice search optimization.
    • According to ComScore, voice search applications and voice search applications like Siri, Google Assistant, Cortana, and Alexa are expected to increase by up to 50% in search volume by 2020. Over 25% of people aged between 16 and 24 years are already using voice search on their smartphones, based on a report by GlobalWebIndex.
    • Reports show that a majority of voice searches made by people are conversational in nature and are much different from the general text queries that are usually inputted into browser-based searches.


    • Companies that utilize big data helps them understand their clients better. Filipinos are found to be one of the heaviest mobile and internet users in the world and therefore, massive amounts of data can be gathered to study their purchasing and online behaviors. The analysis made can then be used to effectively extract information on the needs, wants, and dislikes of the target market.
    • According to a Mckinsey Analytics survey, about 50% of the country's companies have reported that big data and analytics have fundamentally altered business practices in their marketing and sales functions.
    • Companies use big data to develop strategies and make predictions for their clients/customers like Amazon. This company notices that customers who purchase TVs are inclined to purchase a TV mount too.
    • The retailer (like Amazon), then begins to upsell the item in the hope that customers would purchase the two items together. This is generally added into suggestions such as "frequently bought together". This strategy helps increase revenue and boosts sales.


    • According to Rappler, artificial intelligence is currently in its initial stages in the Philippines, with financial institutions being the first in the market to adopt chatbots. It is expected that chatbots will redefine the interactions between consumers and brands, in the near future.
    • Chatbots, when used effectively, can help brands connect well with customers. Facebook Messenger is a good example of this aspect, since this tool is Filipino's instant messaging feature of choice, in terms of connecting with others.
    • According to InfoCubic, the interactions between humans and bots in financial institutions is likely to increase in the coming years. Higher engagement with chatbots is expected to be seen in the country's banking sector than in other industries.
    • In 2017, UnionBank and RCBC launched their very own chatbots that utilize Facebook Messenger as a core platform. When focusing on customer service instead of brand promotion, chatbots are expected to become a promising tool of marketing.
    • In 2018, Philippines Transportation Department launched a reporting chatbot via Facebook for traffic violations.


    To identify some marketing trends in the Philippines, we began our search by looking through country-specific and industry-specific reports such as Digital Marketing Philippines, InfoCubic, Nielsen, and Rappler. Each of the five trends identified has been chosen based on the number of times it has been mentioned in leading research studies and reports. Over the past 12 months, all five of the identified trends are being implemented by companies, both small and large, and various government departments of the country. Along with a description of each trend, we have also found companies that are currently dominating the country by its adoption of each marketing trend.


    From Part 02
    • "Advertising remains heavily regulated by the Vietnamese government."
    • "According to the Vietnam Advertising Association (VAA), the country now has more than 4,000 domestic ad companies, with the majority operating in Ho Chi Minh City."
    • "Foreign advertising firms are generally not permitted to directly sign contracts with local media agencies. Instead they must partner with local advertising companies to implement ad campaigns in newspapers or TV commercials."
    From Part 03
    • "Advertising revenue in Indonesia was up 8% in 2017 exceeding $10 Billion"
    • "The high growth rate of advertising spending in Indonesia can be largely explained by the growth of digital advertising. The main factors driving this shift to digital are fast-growing mobile connectivity among Indonesians and their hyper-social online character, as evidenced by the very high number of social media users in Indonesia. "
    • "While digital advertising is growing the fastest, television remains the dominant medium for both coverage and spending. In 2017 about $8 Billion or 80% of the total advertising spending in Indonesia was on television and at least 97% of the Indonesian population watched TV each month."
    • "Newspapers and radios used to be the second and third most effective advertisement medium in Indonesia, reaching over 70% and 50% of the Indonesian population respectively as recently as 2009. "
    • "In 2016 the advertising industry records a 16% increase in revenue, driven by TV advertising and rapid growth in digital advertising revenue."
    • "Over 2016-2021 advertising industry revenue is projected to see a 12% CAGR, dominated by TV advertising and fuelled by growing Internet and smartphone penetration, boosting digital advertising revenue in Indonesia ."
    • "According to PricewaterhouseCoopers (PwC) television will remain the main advertising media until 2021 with a 53.8 percent market share compared to 53.6 percent in 2016."
    • "The total revenue of the industry in 2021 is expected to reach US$8.17 billion."
    • "This article will focus on advertising agencies in Indonesia. There are many of advertising agencies in Indonesia and this list will focus on the major agencies. "
    • "President & CEO: Toshihiro Yamamoto; Head Office: Tokyo; Capital: 74,609.81 million yen) announced today that its global business headquarters Dentsu Aegis Network Ltd. has reached an agreement with the principal shareholders of the largest independent full-service advertising agency in Indonesia Dwi Sapta Group (Head Office: Jakarta; CEO & Founder: Aloysius Adji Watono; hereinafter "Dwi Sapta Group") to acquire a 51% stake in the company with an option of making it a wholly owned subsidiary in the future."
    • "With this acquisition, Dentsu will further expand the scale of its business in Indonesia with the aim of strengthening its position in the market. "
    • "Founded in 1981, the Dwi Sapta Group at present encompasses nine companies specializing in creative, media, digital, PR and other areas with a total of 400 employees, having grown to become Indonesia's largest independent full-service advertising agency."
    • "Hakuhodo Indonesia has been named one of the leading creative agencies in Asia, making it the first Indonesian advertisement agency in such a position."
    • "The accolade was based on various awards the agency has received, including Cannes Awards in Paris, CLIO Awards in New York, D&AD Awards in London, AdFest Asia Pacific in Thailand, AdStar in Korea Selatan and Spike Awards in Singapore."
    • "McCann Worldgroup has $132M in estimated revenue annually."
    From Part 05
    • "J. Walter Thompson Manila is the pioneering advertising agency in the Philippines. It was the first multinational agency to establish local operations 65 years ago. It was followed with a series of firsts, like the first to apply strategic planning, the first to introduce branded entertainment, and even the first to claim a branded Guinness World Record."
    • "In recent history, J. Walter Thompson Manila was the first and only advertising agency in the Philippines to win the Gold Cannes Lions."
    • "J. Walter Thompson Manila provides pioneering business and creative solutions for Unilever, J&J, Kraft, Shell, Nokia, HSBC, Ford, Mazda, Nestle, Kimberly-Clark, Bayer, Greenfield Development Corporation and Canon."
    • "BBDO Guerrero was founded in 1998 in the belief, common to the BBDO network, in the power of effective creativity: “the work, the work, the work.” It is the only agency in the country to have won the Grand Prix for Effectiveness at both the Asia Pacific AdFest and the WARC Prize for Asian Strategy."
    • "It has been named as one of the world’s top 50 creative agencies according to the Gunn Report. The agency has been named “Agency of the Year” five years out of the last ten by the 4As of the Philippines. And is currently the Philippines Creative Agency of the Year according to Campaign Asia magazine."
    • " It is the Philippines'​ biggest independent full-service digital firm - not just an award winning agency, but, an innovative business solutions partner. They have achieved many impressive milestones. "
    • "With 24 awards under its belt (recently bagging the 2014 and 2015 Agency of the Year Digital Excellence Award for Best in Production, 2016 Southeast Asia Marketing Interactive PR Awards Gold Winner for Best in Crisis Management, and a finalist in the 2016 Asian Marketing Effectiveness and Strategy Awards for Digital Strategy (Social)), NuWorks had redesigned its logo to symbolize the true nature of its integrated business solution ecosystem."
    • " IN-SCOPE Banners and video ads Advertisements in search engines and social media networks Online classifieds Classification in desktop and mobile revenue"
    • "Ad Spending (2019) +25.0% yoy US$1,030m"
    • "Based on extrapolated figures of Kantar Media and Marketing Interactive, the total adspend last year by the 50-plus members of the Association of Accredited Advertising Agencies of the Philippines amounted to P401.9 billion. That’s about 1 percent of our GDP, and that’s just across the three media of TV, radio and print, not yet counting the increasing adspend in online and digital media."
    From Part 10
    • "Top advertiser awards Globe Telecoms Mitsubishi Motors Phils. Corp. Toyota "
    • "Unilever makes and sells products under more than 400 brand names worldwide. Some of the top brands are Axe. Dove, Lipton, Vaseline, Knorr, Pepsodent, Ponds, Tresemme, Hellman's"
    • ""Seven out of every ten households around the world contain at least one Unilever product, and our range of world-leading, household-name brands includes Lipton, Knorr, Dove, Axe, Hellmann’s and Omo.""
    • "Lists 20 models of cars on Toyota Philippines website as of July 1, 2019."
    • "Globe Telecom is a major provider of telecommunications services in the Philippines."
    • "8 car models available in the Philippines market."
    • "Top Brands in Philippines Olay, Oral-B, Vicks, Gillette, Safeguard, Joy, Head & Shoulders, Pantene, Rejoice, Whisper, Downy, Tide, Pampers, Ariel"
    • "P&G’s advertising costs, which includes spends on worldwide television, print, radio, internet and in-store advertising, were $7.1 billion in 2017, down from $7.2 billion in 2016. Its digital spending amounts to a third of the total spend."
    • "Top brands in the Philippine's market Colgate, Hills, and Palmolive."
    • "o date, MMPC is holding its head up high as it continuously achieves various milestones in its Philippine operations. In March 2019, MMPC reached a remarkable 1 million unit sales and a projected annual growth of 10 percent. MMPC intends to achieve the next 1 million unit sales in 11 years."
    • "TOYOTA Motor Philippines (TMP) Corp. expects vehicle sales to bounce back this year as it targets a 5% growth after an industry-wide slump in 2018."
    • "Toyota Motor Philippines (TMP) is the largest and most successful automotive brand in the country, controlling a 38.54% market share as of the end of 2017."
    • "P&G Philippines services one-third of P&G companies worldwide."
    From Part 13
    • "The media environment is changing rapidly with the rise of digital in Việt Nam. Despite that, TV remains the most relevant touchpoint for FMCG shoppers in both urban and rural areas. Regarding the projected media spending for Việt Nam, the report said that TV advertising is expected to drop to 66 per cent share of spending in 2018, while online could increase to 30 per cent, reflecting that TV still offers the greatest potential in terms of total exposure."
    From Part 15
    • "... there are definitely key trends that have been picking up speed over 2018 and will most likely continue into 2019. AI automation & personalisation, Chatbots, Message marketing, Video, Live Video Streaming, Voice Search, Micro Influencers & Employer Branding are some of the key ones. "
    • "One of the iconic examples I can give is Petronas. We all know what Petronas does, but they don’t always create typical marketing contents that talk about their products and services. They also craft heartwarming festive seasons videos each year. They are telling a story to strengthen its brand positioning. And it works! We remember Petronas partly because of the videos that they’ve created. "
    • "With the rise of native Facebook video, the new Instagram TV, YouTube or the Twitch platform primarily for gamers, Internet users are in love with videos. Live videos are more economical, as heavy investment on video production/editing is not necessary. Once live streaming is over, the video can be published to the same platform. Why do people love live videos? I believe it’s mainly due to spontaneity and authenticity."
    • "Reaching out to micro-influencers instead of your traditional influencers will be a trend to keep an eye on. Microinfluencers in comparison have a more modest set of followers and share content that revolves around a specific passion."
    • "For the case of Honda Malaysia, the success was due to their quick implementation of the Facebook Live feature into their #RideTheDream digital marketing campaign for the brand-new Honda Civic. A series of microvideos were released showing bite-sized contents of the model’s new and improved features, successfully increasing fans’ anticipation of the big reveal."
    • "In 2018, we have noticed a trend where brands have started engaging influencers en masse, numbering up to 100 or more micro influencers in a single campaign."
    • "The face of Shell LubeChat is Shelly, who is ready to answer lubricants-related enquiries and provide helpful suggestions on the right type of lubricants for different applications."