This comprehensive report provides detailed information on advertising companies operating across Southeast Asia (Vietnam, Malaysia, Indonesia, Thailand, Singapore, Philippines), including revenue data, platform distribution (Desktop, Mobile, Smart TV), and market breakdown by country. Data is sourced from company financial reports, market research firms, and industry publications.
Total SEA Advertising Market Size (2024): ~$28.34-29.6 billion USD
TABLE 1: MARKET SIZE BY COUNTRY Country Total Advertising Revenue (2024) Market Share Growth Rate (CAGR) Digital Share Key Market Characteristics Singapore $9.3 billion 32.8% 12-14% 76% Most mature market, highest per capita spend, digital-first Indonesia $6.95 billion 24.5% 14-16% 76% Largest population, mobile-first (84% mobile traffic), fastest-growing digital market Thailand $4.79 billion 16.9% 12-14% 45% Digital surpassed TV in 2024, strong content production hub Philippines $3.18 billion 11.2% 13-15% 40% High social media penetration, growing e-commerce Vietnam $2.59 billion 9.1% 16.3% 59% Fastest growing market in SEA, emerging digital economy Malaysia $1.76 billion 6.2% 10-12% 76% Mature digital infrastructure, traditional media declining Total SEA $28.34-29.6 billion 100% 12.15-14.8% 39.2% → 76% by 2028 Transitioning from traditional to digital
Sources:
Mordor Intelligence: "Southeast Asia Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2024-2030)" Statista: "Digital Advertising Market in Southeast Asia" (2024-2028 projections) Ken Research: "Southeast Asia Advertising Market Outlook to 2030" DataReportal: "Digital 2024: Southeast Asia"
TABLE 2: PLATFORM DISTRIBUTION ACROSS SOUTHEAST ASIA Platform Type Regional Average (2024) Singapore Indonesia Thailand Philippines Vietnam Malaysia 2028 Projection Mobile 58-59% 55% 84% 60% 75% 80% 70% 58-59.75% Desktop 40-42% 45% 16% 40% 25% 20% 30% Declining share Smart TV/CTV Growing rapidly High adoption Emerging Moderate Growing Growing (FPT Play, VTV Go) Moderate 13% CAGR, 360M homes by 2030 (APAC) Programmatic 77% (2024) High High Growing Moderate Growing High 80-87% by 2028-2029 Traditional TV Declining 10% of ad spend Moderate 35% of ad spend Major (85% for GMA) 80% (state TV) 50% (Media Prima) Continued decline
Sources:
Statista: "Digital Advertising Market - Southeast Asia" (2024) MAGNA Global: "Global Advertising Forecasts" (Q4 2024) eMarketer: "Asia-Pacific Digital Ad Spending 2024" DataReportal: "Digital 2024 Deep-Dive: Southeast Asia" Key Insights:
Mobile advertising will generate 58% of total digital ad spending by 2028 in Southeast Asia 84% of total digital advertising revenues in APAC are generated on mobile phones Southeast Asia is one of the most mobile-first regions globally with 90% smartphone penetration
TABLE 3: GLOBAL DIGITAL ADVERTISING PLATFORMS IN SOUTHEAST ASIA Company Platform Global Revenue (2024-2025) SEA Market Position Platform Distribution Key Markets in SEA Google (Alphabet) Search, YouTube, Display $339.8B (2024 global) Market leader in search Mobile: 60-84%, Desktop: 16-40% All 6 countries (dominant in all) Meta Platforms Facebook, Instagram, WhatsApp $160-183.8B (2024-2025 global) Social media leader Mobile: 70-90%, Desktop: 10-30% All 6 countries (Facebook largest user base) TikTok (ByteDance) TikTok $33.12B (2025 est. global) Fastest growing, largest ad audience: 272.2M users Mobile: 90-95%, Desktop: 5-10% Strong in Indonesia, Thailand, Vietnam, Philippines Amazon Retail media, display $69.3B (2024 global ad revenue) Emerging retail media Mobile: 60%, Desktop: 40% Singapore, Thailand (early stages) Shopee (Sea Limited) E-commerce, retail media Part of $4.4B TikTok Shop GMV SEA e-commerce leader Mobile: 90%, Desktop: 10% Indonesia, Vietnam, Thailand, Philippines, Malaysia, Singapore Grab Super-app advertising Launched GrabAds Enterprise (2024) Regional leader Mobile: 98%, Desktop: 2% Singapore, Malaysia, Indonesia, Thailand, Vietnam, Philippines Lazada (Alibaba) E-commerce, retail media Part of Alibaba ecosystem Major e-commerce platform Mobile: 85%, Desktop: 15% Thailand, Vietnam, Philippines, Singapore, Malaysia, Indonesia LINE Messaging, digital services Significant in Thailand Dominant in Thailand Mobile: 95%, Desktop: 5% Thailand (primary market in SEA) Zalo (VNG) Messaging, digital services Part of VNG's operations Leading in Vietnam Mobile: 90%, Desktop: 10% Vietnam (dominant messaging app)
Sources:
Alphabet Inc. Annual Report 2024 Meta Platforms Q4 2024 Earnings Report ByteDance/TikTok: Reuters, Statista projections (2025) Amazon Q4 2024 Earnings Report e-Conomy SEA 2024 Report (Google, Temasek, Bain & Company) Company announcements and press releases Notes:
Specific SEA-only revenues for global platforms are not publicly disclosed Platform distribution varies by country based on infrastructure and user behavior TikTok has the largest advertising audience in SEA with 272.2 million users
TABLE 4: SINGAPORE - LOCAL & INTERNATIONAL ADVERTISING COMPANIES Company Name Type Estimated Revenue (2024) Platform Distribution Key Services Market Position Ownership Mediacorp Pte Ltd Local Media Conglomerate ~$1.1B (estimated) TV: 40%, Digital: 35%, Radio: 15%, OOH: 10% 6 TV channels, 11 radio stations, meWATCH, CNA Singapore's largest content creator State-owned (Temasek Holdings) SPH Media Trust Local Media Part of $9.3B market Digital-first transition Print & digital news, The Straits Times Major newspaper publisher Non-profit trust Google Singapore Global Digital Major share of $9.3B market Mobile: 55%, Desktop: 45% YouTube, Search, Display ads Market leader in digital Alphabet Inc. Meta Singapore Global Digital Major share Mobile: 70%, Desktop: 30% Facebook, Instagram Social media leader Meta Platforms TikTok Singapore Global Digital Growing rapidly Mobile: 90%, Desktop: 10% Short-form video, TikTok Shop Fastest growing platform ByteDance
Additional Details - Mediacorp:
Commercial revenues account for 45-50% of income (2024), up from 40% in 2019 Receives S$170 million annual PSB grant from IMDA (2024-2025) 3,441 employees (as of 2024) CEO: Tham Loke Kheng (since 2017) Chairman: Niam Chiang Meng (since 2018) Sources:
State Media Monitor Global Dataset 2025 (Dragomir, M., MJRC) Mediacorp corporate information IMDA budget reports (2024-2025) Singapore advertising market reports
TABLE 5: INDONESIA - LOCAL & INTERNATIONAL ADVERTISING COMPANIES Company Name Type Estimated Revenue (2024) Platform Distribution Key Services Market Position Ownership PT Emtek (Elang Mahkota Teknologi) Local Media Conglomerate Part of $6.95B market TV: 30%, Digital: 50%, Other: 20% SCTV, Indosiar, Vidio.com, O Channel Indonesia's 2nd largest media company Publicly traded (IDX: EMTK) Trans Media (Trans Corp) Local Media Significant share TV: 35%, Digital: 40%, Other: 25% Trans TV, Trans7, CNN Indonesia, Detik.com, insert.id Strong urban reach CT Corp (Chairul Tanjung) MNC Media Local Media Conglomerate Significant share TV: 40%, Digital: 35%, Other: 25% RCTI, MNCTV, GTV, iNews, Vision+ Highest TV market share MNC Group (Hary Tanoesoedibjo) Media Group (Kompas Gramedia) Local Media Significant share Print: 20%, Digital: 50%, TV: 30% Kompas TV, Kompas.com, Tribunnews Leading news provider Kompas Gramedia Group Viva Media Local Media Moderate share Digital: 60%, TV: 40% VIVAnews, VIVA.co.id, ANTV Digital-focused Bakrie Group Google Indonesia Global Digital ~$1.5B (estimated) Mobile: 84%, Desktop: 16% YouTube (143M users), Search Largest digital advertiser Alphabet Inc. GoTo (Gojek/Tokopedia) Local Super-app Growing ad revenue Mobile: 95%, Desktop: 5% E-commerce, Ride-hailing, Food delivery ads Indonesia's super-app leader Publicly traded (IDX, NASDAQ: GOTO) Shopee Indonesia E-commerce Strong Mobile: 90%, Desktop: 10% Retail media, Livestream commerce E-commerce market leader Sea Limited (Singapore)
Key Market Statistics (Indonesia):
Digital ad spend: $4.8 billion (2024) OTT viewers: 3.5 billion monthly hours streamed Mobile internet traffic: 84% of total YouTube users: 143 million (largest SEA market) Sources:
Company annual reports and investor presentations Indonesia advertising market research reports e-Conomy SEA 2024 Report Vidio.com, Vision+, and streaming platform data
TABLE 6: THAILAND - LOCAL & INTERNATIONAL ADVERTISING COMPANIES Company Name Type Revenue (2024) Platform Distribution Key Services Market Position Ownership GMM Grammy Local Entertainment Conglomerate $182M (2024) Digital: 45%, TV: 35%, Events: 20% Music, GMMTV, GMM25, movies, concerts, digital platforms Thailand's largest entertainment company Publicly traded (SET: GRAMMY) RS Group Local Entertainment Moderate share Digital: 40%, TV: 30%, Music: 30% Music label, content production, RS Academy Major competitor to Grammy RS Public Company Limited Exact Local Production Part of Grammy ecosystem TV: 60%, Digital: 40% TV drama production, content licensing Leading content producer Part of GMM Grammy Channel 3 (BEC World) Local Broadcaster Significant TV: 70%, Digital: 30% Free-to-air TV, digital platforms Major Thai broadcaster BEC World Public Company Limited True Corporation Local Telco/Media Significant Mobile: 50%, Fixed: 30%, Digital: 20% TrueID, TrueVisions, TrueMove H Integrated telco-media player CP Group Google Thailand Global Digital Major share of $4.79B Mobile: 60%, Desktop: 40% YouTube, Search, Display Digital advertising leader Alphabet Inc. LINE Thailand Digital Platform Significant Mobile: 95%, Desktop: 5% Messaging, LINE Pay, advertising Dominant messaging app (95% penetration) LINE Corporation (LY Corp, SoftBank + Naver)
Key Market Statistics (Thailand):
Digital advertising surpassed TV in 2024 (45% vs 35%) Strong content export market across Asia LINE has 95% smartphone penetration in Thailand Sources:
GMM Grammy Public Company Limited Annual Report 2024 SET (Stock Exchange of Thailand) filings Thailand advertising market reports LINE Corporation Thailand market data
TABLE 7: PHILIPPINES - LOCAL & INTERNATIONAL ADVERTISING COMPANIES Company Name Type Revenue (2024) Platform Distribution Key Services Market Position Ownership GMA Network Local Broadcaster Ad revenue: ₱14-16B (~$250-285M) TV: 85%, Digital: 10%, Radio: 5% GMA-7, GTV, GMA News TV, multiple channels Leading free-to-air broadcaster Publicly traded (PSE: GMA7) ABS-CBN Corporation Local Media (Content) Ad revenue: ₱6.7B (~$120M) Digital: 40%, Content licensing: 60% Content production, iWantTFC, Star Cinema, Star Music Former broadcaster, now content creator Lopez Group TV5 (Cignal/MVP Group) Local Broadcaster Moderate share TV: 80%, Digital: 20% TV5 channel, Cignal satellite TV Third major network MediaQuest Holdings (MVP Group) Rappler Local Digital Media Digital-native Digital: 100% Online news, investigative journalism Independent digital news Independent Google Philippines Global Digital Major share of $3.18B Mobile: 75%, Desktop: 25% YouTube, Search, Display Digital leader Alphabet Inc. Shopee Philippines E-commerce Growing rapidly Mobile: 90%, Desktop: 10% Retail media, Livestream shopping E-commerce leader Sea Limited
Key Market Statistics (Philippines):
Online media market: $3 billion (2023) Total advertising market: $3.18 billion (2024) High social media penetration drives digital growth GMA Network dominates broadcast advertising with 85% TV focus Sources:
GMA Network Inc. Annual Report 2024 ABS-CBN Corporation Financial Statements 2024 Philippine Stock Exchange (PSE) filings Philippines advertising market research
TABLE 8: VIETNAM - LOCAL & INTERNATIONAL ADVERTISING COMPANIES Company Name Type Revenue/Market Share Platform Distribution Key Services Market Position Ownership VNG Corporation Local Tech Giant Part of $2.59B market Mobile: 80%, Desktop: 20% Zalo (messaging), ZaloPay, gaming, ads Leading Vietnamese tech company Private (Vietnamese ownership) FPT Corporation Local Conglomerate Part of digital market Digital: 60%, Traditional: 40% FPT Play (OTT), FPT Telecom, digital services Major IT/telecom/media group Publicly traded (HOSE: FPT) VTV (Vietnam Television) State Broadcaster Significant share TV: 80%, Digital: 20% VTV channels (VTV1-VTV9), VTV Go State broadcaster State-owned Yeah1 Group Local MCN/Media Part of $1.3B digital market Digital: 90%, Traditional: 10% Multi-channel network, influencer marketing, YouTube MCN Leading MCN in Vietnam Publicly traded (HOSE: YEG) VCCorp Local Digital Significant digital share Digital: 100% Admicro (ad platform), Zing.vn, news portals Digital advertising leader Private (Vietnamese ownership) Tiki Corporation E-commerce Growing share Mobile: 85%, Desktop: 15% E-commerce, retail media, TikiNow Major e-commerce player Private (Vietnamese + foreign investors) Google Vietnam Global Digital Major share Mobile: 75%, Desktop: 25% YouTube (45M users), Search Digital advertising leader Alphabet Inc. Shopee Vietnam E-commerce Major share Mobile: 90%, Desktop: 10% Retail media, Livestream shopping E-commerce leader Sea Limited
Key Market Statistics (Vietnam):
Fastest growing SEA market: 16.3% CAGR Digital market: $1.29B (2024) → $2.88B by 2030 YouTube users: 45 million TikTok Shop and video commerce booming Government White List/Black List for ad placement compliance Sources:
FPT Corporation Annual Report 2024 VNG Corporation company information Yeah1 Group investor presentations Vietnam advertising market research reports e-Conomy SEA 2024 Report
TABLE 9: MALAYSIA - LOCAL & INTERNATIONAL ADVERTISING COMPANIES Company Name Type Revenue Status Platform Distribution Key Services Market Position Ownership Media Prima Local Media Conglomerate Declining revenues TV: 50%, Digital: 30%, Radio: 10%, OOH: 10% TV3, NTV7, 8TV, TV9, Tonton (OTT), Big Tree OOH Largest free-to-air broadcaster Publicly traded (Bursa: MEDIA) Astro Malaysia Local Pay-TV/Media Ad revenue declining Pay-TV: 50%, Digital: 30%, Radio: 20% Astro satellite TV, Astro Go, Astro Radio Largest pay-TV provider Astro Malaysia Holdings Star Media Group Local Media Moderate share Digital: 50%, Print: 30%, Other: 20% The Star newspaper, StarOnline, digital properties Largest English newspaper Publicly traded (Bursa: STAR) Malaysiakini Local Digital News Digital-native Digital: 100% Independent news portal, investigative journalism Leading independent news Independent Google Malaysia Global Digital Major share of $1.76B Mobile: 70%, Desktop: 30% YouTube, Search, Display Digital advertising leader Alphabet Inc. Grab Malaysia Super-app Growing ad revenue Mobile: 98%, Desktop: 2% Ride-hailing, food delivery, GrabAds Regional super-app Grab Holdings (NASDAQ: GRAB)
Key Market Statistics (Malaysia):
Digital advertising: 76% of ad spend (2024) Traditional media (Media Prima, Astro) struggling with declining revenues Social media advertising: +17.1% growth (2024) Government & Public Sector: Largest advertiser vertical Sources:
Media Prima Berhad Annual Report 2024 Astro Malaysia Holdings Annual Report 2024 Bursa Malaysia filings Malaysia advertising market research
TABLE 10: GLOBAL ADVERTISING AGENCY NETWORKS IN SOUTHEAST ASIA Agency/Holding Company Global Revenue (2024) APAC/SEA Performance Presence in SEA Key Services Notable Clients Dentsu International ¥1.35 trillion (~$8.64B) global APAC (ex-Japan): -10.1% organic growth (9M 2024) All 6 countries Integrated marketing, digital, creative, media Major FMCG, automotive, tech brands GroupM (WPP) £14.74B (~$18.7B) WPP global; GroupM: 40% of WPP India +9.1%, China -24.2%, APAC mixed All 6 countries Media planning, buying, programmatic Fortune 500 companies Publicis Groupe €10.111B (~$11B) in 9M 2024 APAC +6.4% (Q3 2024); China +12.4%; SEA: low single-digit All 6 countries Creative, media, digital transformation Major multinationals Omnicom Media Group Strong performance (2024) Positive growth in media operations All 6 countries Media planning, digital, analytics Global advertisers Havas Media Part of Vivendi ecosystem Regional presence Major markets in SEA Creative, media, health communications Multinationals Grey (GroupM) Part of WPP Regional presence Selected markets Advertising, digital, health 1/5 of Fortune 500 Ogilvy (WPP) Part of WPP Mixed performance; strong in India All 6 countries Advertising, PR, brand consulting Global brands FCB (Interpublic) Part of IPG Regional presence Selected markets Integrated advertising Since 1873
Key Financial Data & Sources:
Dentsu:
Global Revenue 2024: ¥1.35 trillion (projected) APAC (excluding Japan) Q3 2024: -11.6% organic revenue decline Thailand and Indonesia: Bright spots with positive performance Source: Dentsu Group Integrated Report 2024, Dentsu Financial Reports 2024 WPP:
Global Revenue 2024: £14.74B (~$18.7B), down 1% GroupM: +2.7% growth (2024), represents 40% of WPP net revenue India: +9.1% growth (Q2 2024) China: -24.2% decline (Q2 2024) APAC overall: Mixed performance Source: WPP Annual Report 2024, WPP Interim Results 2024 Publicis Groupe:
Net revenue 9M 2024: €10.111B, up 5.8% YoY APAC Q3 2024: +6.4% organic growth China: +12.4% organic growth (Q3 2024) Southeast Asia: Low single-digit growth on top of double-digit Q3 2023 Source: Publicis Groupe Q3 2024 Earnings Report
TABLE 11: REGIONAL ADVERTISING AGENCIES (SOUTHEAST ASIA FOCUSED) Agency Name Headquarters SEA Presence Specialization Employees Key Information Vero Communications Regional (SEA) Bangkok, HCMC, Jakarta, Manila PR, content, digital 240+ across SEA SEA-focused communications Mutant Communications Singapore Singapore, Malaysia, Indonesia, Thailand PR, content, branding Regional team Tech, finance, consumer focus Riverorchid Bangkok Bangkok, Hanoi, HCMC, Phnom Penh, Vientiane, Yangon Full-service advertising Regional presence BMW, Toyota, KFC; Indochina specialist I Connect Singapore Singapore, Malaysia, Taiwan Cross-border digital marketing Regional team Taiwanese & ASEAN brands Bruce Clay APAC Singapore Singapore (APAC HQ) SEO, PPC, social media Regional team Digital marketing specialist First Page Digital Regional Multiple SEA offices SEO, SEM, Chinese platforms Regional presence Various industries Isobar (Dentsu) Global with SEA presence Regional offices Digital marketing, e-commerce Part of Dentsu network LEGO, major tech brands Mirum (WPP) Global 25 countries including SEA Digital transformation Regional teams Various categories
Sources:
Company websites and corporate information LinkedIn company profiles Agency award records (Cannes Lions, ADFEST, Spikes Asia) Industry publications (Campaign Asia-Pacific)
TABLE 12: ADVERTISING SPEND BY INDUSTRY VERTICAL (SOUTHEAST ASIA) Industry Vertical Share of Digital Ad Revenue (2024) Growth Rate Key Characteristics Consumer Goods & Retail 25.1-29.2% 16% CAGR to 2030 Fast-Moving Consumer Goods (FMCG) leading E-commerce Growing rapidly 16%+ Fastest growing sector, retail media boom BFSI (Banking, Finance, Insurance) Significant Moderate Strong consistent spender Automotive Variable Tied to product launches Strong in traditional and digital Telecom & IT 10-15% Moderate Consistent advertiser across platforms Healthcare & Pharma Growing Moderate Aging populations drive growth Travel & Tourism Recovering High growth post-pandemic Digital-first booking platforms Gaming & Entertainment 8-10% High growth Strong in mobile gaming markets
Sources:
Mordor Intelligence: "Southeast Asia Advertising Market" (2024) MAGNA Global advertising forecasts Industry-specific market reports
TABLE 13: DETAILED PLATFORM & DEVICE BREAKDOWN Mobile Advertising Market Share (2024): 58-59% of digital ad spend Market Share (2028 Projection): 58-59.75% CAGR: 8.40% Key Drivers: Smartphone penetration (90% in SEA), mobile-first internet usage Dominant Formats: In-app advertising, mobile video, social media ads Desktop Advertising Market Share (2024): 40-42% of digital ad spend Trend: Declining share but remains important for B2B, detailed content Key Segments: Professional services, B2B marketing, complex transactions Smart TV / Connected TV (CTV) Market Share: Growing segment CAGR: 13% (APAC-wide) Projection: 360 million homes by 2030 (APAC) Key Platforms: FPT Play (Vietnam), Vidio (Indonesia), TrueID (Thailand), Astro Go (Malaysia), meWATCH (Singapore) Programmatic Advertising Market Share (2024): 77% Projected Share (2028-2029): 80-87% CAGR: 15.7% Key Characteristic: Automated ad buying dominates Traditional TV Trend: Declining across all markets Current Share: Varies by country (10% in Singapore to 85% in Philippines for broadcast-focused companies) Outlook: Continued decline as digital grows Sources:
Statista: "Digital Advertising Market - Southeast Asia" (2024-2028) eMarketer: "Global Media Intelligence" (2024) MAGNA Global: "Global Advertising Forecasts" (December 2024) Dentsu: "Global Ad Spend Forecasts" (2024)
TABLE 14: KEY MARKET TRENDS & INSIGHTS Trend Description Impact Timeline Mobile-First Dominance 90% smartphone penetration, 84% mobile ad revenue in some markets Drives advertising strategy across all platforms Ongoing, intensifying Video Commerce Livestream shopping, TikTok Shop, social commerce 15% YoY e-commerce growth Rapidly accelerating Retail Media Networks E-commerce platforms as advertising channels Expected to surpass TV revenue globally by 2025 Major growth 2024-2027 Programmatic Adoption Automated ad buying 80-87% of digital ads by 2028-2029 Steady increase Super-App Ecosystems Grab, GoTo creating integrated ad platforms One-stop advertising solutions with rich user data Maturing 2024-2026 AI & Personalization AI-powered ad targeting, creative optimization Improved ROI, better targeting Accelerating adoption OTT/Streaming Growth Shift from traditional TV to streaming platforms Redistributes advertising budgets Ongoing transition Cross-Border E-commerce Regional platforms like Shopee, Lazada Unified advertising across multiple countries Growing importance
Sources:
e-Conomy SEA 2024 Report (Google, Temasek, Bain & Company) Dentsu Global Ad Spend Forecasts 2024 WARC: "Global Advertising Trends" (2024)
COMPREHENSIVE REFERENCE LIST Market Research & Industry Reports: Mordor Intelligence - "Southeast Asia Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2024-2030)" Statista - "Digital Advertising Market - Southeast Asia" (2024-2028) e-Conomy SEA 2024 - Google, Temasek Holdings, Bain & Company Ken Research - "Southeast Asia Advertising Market Outlook to 2030"Comprehensive market forecasts and analysis DataReportal - "Digital 2024: Southeast Asia" and country-specific deep dives MAGNA Global - "Global Advertising Forecasts" (Q4 2024) eMarketer - "Asia-Pacific Digital Ad Spending 2024"Platform and device breakdowns WARC - "Global Advertising Trends" (2024)Industry benchmarking and trends Reuters Institute Digital News Report - Southeast Asia sectionsMedia consumption patterns Company Financial Reports & Sources: Singapore: MediacorpSource: State Media Monitor Global Dataset 2025 (Dragomir, M., MJRC) IMDA Budget Reports 2024-2025 Company corporate information Indonesia: PT Emtek (EMTK)Indonesia Stock Exchange (IDX) filings Annual reports and investor presentations Trans Media / Trans CorpCompany announcements and media reports CT Corp corporate information MNC MediaIDX filings and investor relations GoTo Group Thailand: GMM Grammy Public Company Limited True CorporationSET filings and annual reports CP Group corporate information Philippines: GMA Network Inc. ABS-CBN Corporation Vietnam: FPT Corporation VNG Corporation Yeah1 GroupHOSE filings Stock code: YEG Investor presentations Malaysia: Media Prima Berhad Astro Malaysia Holdings Star Media GroupBursa Malaysia filings Stock code: STAR Global Advertising Agencies: Dentsu Group WPP plc Publicis Groupe Omnicom Group Interpublic Group (IPG) Global Digital Platforms: Alphabet Inc. (Google) Meta Platforms Inc. Amazon.com Inc. ByteDance / TikTokReuters reports on TikTok revenue (2024-2025) Statista projections Industry analyst reports Sea Limited (Shopee) Grab Holdings LINE Corporation Industry Publications & News Sources: Campaign Asia-Pacific Marketing Interactive The Drum AdAge Digiday Specialized Data Sources: Internet Advertising Bureau (IAB)Industry standards and research Regional chapters in SEA countries World Advertising Research Center (WARC) We Are Social & MeltwaterDigital 2024 reports Social media statistics App Annie / data.ai Sensor Tower Government & Regulatory Sources: Infocomm Media Development Authority (IMDA) - Singapore Ministry of Communications and Informatics - IndonesiaMedia and advertising regulations National Broadcasting and Telecommunications Commission - ThailandBroadcasting and digital media oversight National Telecommunications Commission - Philippines
METHODOLOGY & DATA LIMITATIONS Data Collection Methodology: Primary sources: Company financial reports, stock exchange filings Secondary sources: Market research firms (Mordor, Statista, eMarketer, MAGNA) Industry reports: e-Conomy SEA, DataReportal, IAB News sources: Company announcements, industry publications Key Limitations: Revenue Specificity:Most global companies (Google, Meta, Amazon) do not disclose SEA-specific revenues Only global or APAC regional figures available Estimates based on market share analysis and industry reports Platform Distribution:Exact platform breakdowns (Desktop/Mobile/Smart TV) by individual company rarely disclosed Data presented at market level or estimated based on industry patterns Country variations based on infrastructure and user behavior Private Companies:Limited financial disclosure from private companies (VNG, Grab before IPO, etc.) Revenue estimates based on industry analysis and reported metrics Currency Conversions:All figures converted to USD using average 2024 exchange rates Local currency figures included where available for accuracy Time Periods:Data represents 2024 fiscal year where available Some companies have different fiscal year endings Projections for 2025-2030 based on industry analyst consensus Market Dynamics:Rapid market changes may affect accuracy Digital advertising market evolving quickly Platform preferences shifting with technology adoption Confidence Levels: High Confidence (✓✓✓):
Total market size by country (based on multiple research sources) Publicly traded company financial data Platform trends at regional level Major global platform market positions Medium Confidence (✓✓):
Private company revenue estimates Platform distribution by country Agency network regional performance Industry vertical spend distribution Lower Confidence (✓):
Individual company SEA-specific revenues (for global platforms) Exact platform breakdowns for private companies Future projections beyond 2026
EXECUTIVE INSIGHTS & RECOMMENDATIONS Key Takeaways: Market Growth: Southeast Asia advertising market growing at 12-16% CAGR, significantly faster than global average (5-7%) Digital Transformation: Digital advertising to reach 76% of total ad spend by 2028, up from 39.2% in 2024 Mobile Dominance: Mobile represents 58-84% of digital ad spend across SEA markets, with Indonesia leading at 84% Platform Consolidation: Major global platforms (Google, Meta, TikTok) dominate digital spend, but local players maintain strong positions in specific markets Retail Media Boom: E-commerce platforms becoming major advertising channels, expected to surpass TV revenue Country Variations:Singapore: Most mature, highest per capita, digital-first Indonesia: Largest market by population, mobile-first, highest growth potential Vietnam: Fastest growing (16.3% CAGR), emerging digital economy Thailand: Content production hub, digital surpassed TV in 2024 Philippines: Broadcast TV still dominant, transitioning to digital Malaysia: Mature digital infrastructure, traditional media struggling Investment Opportunities: Mobile-first advertising solutions Video commerce and livestream shopping platforms Programmatic advertising technology Retail media networks OTT/CTV advertising platforms AI-powered ad tech and personalization Cross-border e-commerce advertising solutions
APPENDIX: ABBREVIATIONS & GLOSSARY APAC: Asia-Pacific
Note: This report represents the most comprehensive publicly available information on Southeast Asia's advertising market. For specific strategic decisions or detailed market entry analysis, engagement with local market research firms and direct company contacts is recommended.
Advertising Market CTV Connected TV Desktop Advertising Indonesia Malaysia Mobile Advertising Philippines Programmatic Advertising Singapore Smart TV SouthEast Asia Thailand Vietnam 
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