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China’s ad market to overtake Japan in 2013

Ad spend in China will reach $53bn in 2013, overtaking Japan as the number two ad market in the world, according to Emarketer’s latest global ad forecast.

The US will remain far ahead, with more than three times as many ad dollars, but rising spend in China is set to narrow that gap in the years to come.

Worldwide total media ad spend growth will reach 7.4% in 2012, boosted slightly due to the Olympics, yet will slow to 6.4% next year.

Emerging markets will be key global ad spend drivers, with Latin America and Asia-Pacific showing the fastest growth over the forecast period, increasing at almost double the worldwide rate. Eastern Europe will see higher-than-average growth.

Global online ad spend growth is expected to grow 21.3% this year, slightly faster than last year’s rate of 21.1%. Growth will slow to 10.4% by 2016.

In China, online ad spend is set to reach $7.36bn, helping to push Asia-Pacific past Western Europe to become the number two region globally for online ad spend in 2013.

Jenni Baker, London