Digital Out-of-Home Advertising - Asia

Ad spending in the Digital Out-of-Home Advertising market in Asia is forecasted to reach US$7.57bn in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 7.30%, leading to a projected market volume of US$11.55bn by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is anticipated to be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$1.67 in 2024.
In South Korea, the Digital Out-of-Home Advertising market is experiencing rapid growth due to technological advancements and high consumer engagement rates.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Asia is witnessing significant growth and development, driven by changing customer preferences and the increasing adoption of digital technologies.

Customer preferences: Customers in Asia are increasingly seeking engaging and interactive advertising experiences. Traditional forms of advertising, such as billboards and posters, are becoming less effective in capturing their attention. As a result, there is a growing demand for digital out-of-home advertising solutions that offer dynamic and interactive content. Customers are also looking for personalized and targeted advertisements that resonate with their interests and preferences.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Asia is the adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, enabling them to target specific audiences and optimize their campaigns in real-time. This trend is driven by the increasing availability of data and analytics, which enable advertisers to make data-driven decisions and improve the effectiveness of their campaigns. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. With the widespread use of smartphones and tablets, advertisers are leveraging mobile technologies to enhance the impact of their out-of-home campaigns. This integration allows advertisers to deliver targeted and location-based advertisements to consumers on their mobile devices, creating a seamless and immersive advertising experience.

Local special circumstances: Asia is a diverse region with different cultural and regulatory landscapes. Each country in Asia has its own unique set of local circumstances that impact the Digital Out-of-Home Advertising market. For example, in countries like China and Japan, where there is a high population density and limited advertising space, digital out-of-home advertising offers a cost-effective solution to reach a large audience. On the other hand, in countries like India and Indonesia, where there is a growing middle class and increasing urbanization, digital out-of-home advertising presents an opportunity to target affluent consumers in urban areas.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Asia is also influenced by underlying macroeconomic factors. Asia is home to some of the fastest-growing economies in the world, such as China and India. These countries are experiencing rapid urbanization and rising disposable incomes, which are driving consumer spending and creating a favorable environment for advertising. Additionally, the increasing penetration of smartphones and internet connectivity in Asia is fueling the demand for digital advertising solutions. As more people gain access to the internet, advertisers have a larger audience to target with their digital out-of-home campaigns. In conclusion, the Digital Out-of-Home Advertising market in Asia is witnessing significant growth and development, driven by changing customer preferences, the adoption of digital technologies, and underlying macroeconomic factors. Advertisers are increasingly adopting programmatic advertising and integrating digital out-of-home advertising with mobile devices to enhance the effectiveness of their campaigns. The local circumstances in each country in Asia also play a role in shaping the market dynamics. Overall, the market is poised for further growth as Asia continues to experience economic development and technological advancements.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.