Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Southern Asia

Southern Asia

Ad spending in the Digital Out-of-Home Advertising market in Southern Asia is forecasted to reach US$127.90m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 15.05%, leading to a projected market volume of US$257.80m by 2029.
In 2024, with a projected market volume of US$4,366.00m, the majority of ad spending is anticipated to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.07 in 2024.
In Southern Asia, India is experiencing a surge in Digital Out-of-Home Advertising investment, leveraging its vast market and tech-savvy population for targeted campaigns.

Key regions: India, France, United States, United Kingdom, China

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Analyst Opinion

The Digital Out-of-Home Advertising market in Southern Asia is experiencing significant growth and development due to several key factors. Customer preferences in this region are shifting towards more interactive and engaging advertising experiences. With the rise of digital technology, consumers are increasingly looking for advertisements that can capture their attention and provide them with valuable information. Digital Out-of-Home Advertising offers the perfect platform for brands to deliver dynamic and interactive content to their target audience. Trends in the market show that advertisers are leveraging the power of data and analytics to optimize their campaigns. By analyzing consumer behavior and preferences, advertisers can create personalized and targeted advertisements that are more likely to resonate with their audience. This trend is particularly prevalent in Southern Asia, where the population is diverse and consumer preferences vary across different regions. Another trend in the market is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making the process more efficient and cost-effective. This trend is driven by advancements in technology and the availability of real-time data, which enables advertisers to make more informed decisions and optimize their campaigns in real-time. Local special circumstances in Southern Asia also contribute to the growth of the Digital Out-of-Home Advertising market. The region has a large and growing middle class population, which presents a significant consumer base for advertisers. Additionally, the rapid urbanization and development in many countries in Southern Asia have led to the proliferation of digital screens and billboards in public spaces, providing ample opportunities for advertisers to reach their target audience. Underlying macroeconomic factors also play a role in the development of the Digital Out-of-Home Advertising market in Southern Asia. The region has experienced strong economic growth in recent years, leading to increased consumer spending power. This, coupled with a young and tech-savvy population, creates a favorable environment for digital advertising. Furthermore, the increasing penetration of smartphones and internet connectivity in the region has further fueled the demand for digital advertising solutions. In conclusion, the Digital Out-of-Home Advertising market in Southern Asia is witnessing significant growth and development due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in this region are increasingly adopting interactive and data-driven advertising strategies to engage their target audience and optimize their campaigns. With the continued growth of the middle class and the increasing penetration of digital technology, the Digital Out-of-Home Advertising market in Southern Asia is expected to continue its upward trajectory in the coming years.

Methodology

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.