February 15, 2017 12:32 am JST

Southeast Asian mobile ad market seen mushrooming

Fourfold jump to $2bn expected by 2020

TOMOMI KIKUCHI, Nikkei staff writer

SINGAPORE -- The market for mobile advertisements in key Southeast Asian economies is seen quadrupling by 2020, propelled by the rapid spread of smartphones and online shopping.

Spending for ads shown on mobile devices in six countries -- Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam -- totaled $494.8 million in 2016, and is forecast to climb to $1.95 billion in 2020, according to U.S. research company eMarketer. The growth far outpaces the 16% increase expected for the broader media ad market.

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