Emerging markets have prompted a growth in digital marketing spend, with Asia Pacific fuelling a projected global increase of 7.4 per cent in ad spend.

Market research by eMarketer has found that media ad spend is set to rocket thanks to emerging countries in Asia Pacific and Latin America. Based on various elements related to ad spending, the company has projected a global increase in ad spend of 7.4 per cent.

Growth in Asia Pacific is expected to rise at about double the worldwide rate. China will be largely responsible for this increase, as it is steadily propelled to the world's second-largest country in terms of ad spend (after the US).

Marketing spend in China is expected to reach US$46.3 billion and Japan's to grow to US$47.8 billion. This is expected to increase once again next year, with China's ad spend hitting almost US$53 billion, compared with Japan's ad spend of nearly US$50 billion.