According to UnivDatos, automated media buying and real-time bidding, AI-based audience targeting and personalization, data-driven campaign optimization, integration of DSPs and SSPs across digital channels, enhanced transparency and ROI measurement, growth of mobile and video programmatic ads, and rising adoption of cloud-based AdTech platforms across Southeast Asia drive the Southeast Asia Advertising market. As per the “Southeast Asia Advertising Market” report, the market was valued at ~USD 29,618.00 million in 2024, growing at a CAGR of about 12.15% during the forecast period from 2025 to 2033 to reach USD million by 2033.

The advertising market in Southeast Asia is a growing digital economy, youthful mobile-first demographic, and thriving e-commerce ecosystem, and these factors are renegotiating the relationship between brands and their customers. The old-fashioned advertising is yielding to programmatic automation, influencer collaboration, and personalization based on data. Digital advertising has increasingly become the engine of growth of the regional media industry, with an internet user in the ASEAN countries, attracting both international and regional players to invest heavily in capturing this new consumer focus.

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Investment and Market Momentum

The advertising sector in Southeast Asia has experienced an influx of investment from multinational and domestic companies, capitalizing on the increasing online activities. The growing number of major platforms and brands is entering the high-growth digital markets in countries like Indonesia, Vietnam, and Thailand, driving up ad spending growth in these countries. Moreover, major global agencies are enhancing their global presence by merging, acquiring, and forming regional alliances in Southeast Asia. In the meantime, local agencies and startups are raising venture capital to develop AI-based AdTech and influencer analytics software. These changes have resulted in new sources of revenue, as retail media has become a larger portion of advertising funds over the last two years. This is due to e-commerce platforms such as Shopee, Lazada, and Tokopedia becoming more integrated into their ecosystems.

On January 15, 2025, Magnite, the largest independent sell-side advertising company, announced it has strengthened its partnership with Samsung Ads to power programmatic advertising on Samsung TV Plus inventory in Singapore, the Philippines, and Thailand for the first time. Advertisers now have programmatic access to premium video inventory on Samsung’s free ad-supported streaming TV (FAST) service, Samsung TV Plus, which went live across the Southeast Asia region late last year.

Programmatic and AI Technology Adoption

The programmatic advertising is fast emerging as the new norm in the Southeast Asian advertisement ecosystem. Demand-side platforms (DSPs) and data management platforms (DMPs) allow automated buying of media, which allows the brands to deliver genuine, real-time precision to the audience and deliver quantifiable ROI. The algorithms of AI are facilitating predictive placement of ads, personalized recommendations, and dynamic creative optimization. In emerging markets such as Vietnam and the Philippines, programmatic tools are being adopted by small and medium-sized enterprises to maximize available budgets, while also increasing engagement. The automation change is not only about efficiency but also a preference in the region to have scalable models of marketing, which are tech-based.

•      On January 15, 2025, Magnite, the largest independent sell-side advertising company, announced it has strengthened its partnership with Samsung Ads to power programmatic advertising on Samsung TV Plus inventory in Singapore, the Philippines, and Thailand for the first time. Advertisers now have programmatic access to premium video inventory on Samsung’s free ad-supported streaming TV (FAST) service, Samsung TV Plus, which went live across the Southeast Asia region late last year.

•      On September 23, 2024, Telkom Indonesia launched a telco data-based programmatic advertising solution under the name AdXelerate. AdXelerate aims to provide a solution for advertisers to promote digital advertising that is more targeted, efficient, and based on telco data.

Social Commerce Revolution and Influencer

The concept of influencer marketing has emerged as one of the most efficient advertising methods in Southeast Asia. The consumers in the area appreciate the aspect of authenticity and local relatability, and this forces brands to enter into partnerships with micro and nano influencers because they relate better with particular demographics. Educational platforms such as TikTok, YouTube, and Instagram have made influencer material into a type of entertainment-based commerce. TikTok Shop, Shopee Live, and similar platforms have been used to blur the distinction between advertising and shopping, as the shop and live feed can be used simultaneously and in real-time to facilitate impulse purchases. It is this convergence of social media and e-commerce, sometimes referred to as shoppertainment, that is making Southeast Asia one of the most vibrant social commerce markets globally. Influencer campaigns are being integrated with data analytics, which means that conversions and ROI are tracked on unified AdTech dashboards.

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Innovation in Data and Personalization: Fueling Southeast Asia’s Digital Growth

The advertising market of Southeast Asia is at the interface between technology, creativity, and consumer evolution. Programmatic automation, influencer marketing, and data-driven personalization are not only a trend, but rather the new currency of brand success. With the ever-increasing speed of digital adoption and a growing interest in investment flows, advertisers who are innovative and localize their storytelling will become the driving force behind the next stage of growth. The capacity of the region to combine human ingenuity and machine intelligence is making Southeast Asia one of the most appealing advertising platforms in the world, where each click, sight, and touch will count in the makeup of future marketing.

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