Digital Out-of-Home Advertising - Eastern Asia

Ad spending within the Digital Out-of-Home Advertising market in Eastern Asia is forecasted to achieve US$6.46bn by 2024.
The anticipated annual growth rate (CAGR 2024-2030) is 6.89%, leading to an expected market volume of US$9.63bn by 2030.
in Eastern Asia, with a projected market volume of US$4.37bn in 2024, is expected to drive the majority of ad spending.
The estimated average ad spending per capita in the Digital Out-of-Home Advertising market is set to be US$3.95 in 2024.
In Eastern Asia, South Korea is experiencing a surge in programmatic buying for Digital Out-of-Home Advertising, revolutionizing the market dynamics.

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 Eastern Asia is experiencing significant growth and development.

Customer preferences: Customers in Eastern Asia are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. With the rise of smartphones and social media, people are constantly seeking new and exciting content. Digital out-of-home advertising offers a unique opportunity for brands to capture the attention of consumers in a visually appealing and interactive way. Additionally, customers appreciate the ability to receive real-time information and updates through digital displays, enhancing their overall experience.

Trends in the market: One key trend in the digital out-of-home advertising market in Eastern Asia is the integration of technology and data analytics. Advertisers are leveraging advanced technologies such as artificial intelligence and machine learning to tailor their advertising content based on customer demographics, preferences, and behaviors. This personalized approach allows brands to deliver more relevant and targeted messages, increasing the effectiveness of their campaigns. Another trend is the proliferation of digital signage in transportation hubs and shopping malls. These high-traffic areas provide advertisers with a captive audience and offer the potential for greater exposure and reach. Digital signage in transportation hubs, such as airports and train stations, allows brands to target both local residents and international travelers, maximizing their advertising impact. Similarly, digital displays in shopping malls attract a large number of shoppers, providing brands with the opportunity to showcase their products and services to a diverse audience.

Local special circumstances: Eastern Asia is home to some of the world's most technologically advanced cities, such as Tokyo, Seoul, and Shanghai. These cities have a high population density and a large number of digital-savvy consumers. As a result, the demand for digital out-of-home advertising is particularly strong in these urban centers. Additionally, the region's strong emphasis on innovation and technology adoption creates a conducive environment for the growth of the digital out-of-home advertising market.

Underlying macroeconomic factors: The economic growth and increasing disposable income in Eastern Asia have contributed to the development of the digital out-of-home advertising market. As people's purchasing power increases, brands are investing more in advertising to capture the attention of consumers and drive sales. Furthermore, the rapid urbanization in the region has led to the construction of new infrastructure and the expansion of transportation networks, providing additional opportunities for digital out-of-home advertising. In conclusion, the Digital Out-of-Home Advertising market in Eastern Asia is thriving due to customer preferences for dynamic and personalized content, the integration of technology and data analytics, the proliferation of digital signage in transportation hubs and shopping malls, the region's emphasis on innovation and technology adoption, and the underlying macroeconomic factors such as economic growth and urbanization.

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.