Digital Out-of-Home Advertising - Taiwan

Ad spending in the Digital Out-of-Home Advertising market in Taiwan is forecasted to reach US$193.00m in 2024.
The sector is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 8.56%, leading to a projected market volume of US$315.90m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending will originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be US$8.06 in 2024.
Taiwan's Digital Out-of-Home Advertising market is booming with innovative interactive campaigns driving consumer engagement and brand visibility.

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 Taiwan has been experiencing significant growth in recent years.

Customer preferences: In Taiwan, customers are increasingly drawn to Digital Out-of-Home Advertising due to its ability to capture attention and engage viewers in a unique and interactive way. With the rise of smartphones and social media, traditional forms of advertising are becoming less effective in reaching consumers. Digital Out-of-Home Advertising provides a fresh and innovative approach that allows brands to connect with their target audience in a more impactful and memorable manner.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Taiwan is the adoption of advanced technology. Digital billboards and screens are becoming more sophisticated, offering high-resolution displays and interactive features. This enables advertisers to create dynamic and engaging content that can be tailored to specific locations and target demographics. Additionally, the integration of data analytics and real-time tracking allows advertisers to measure the effectiveness of their campaigns and make adjustments as needed. Another trend in the market is the increasing use of programmatic advertising. This technology automates the buying and selling of advertising space, allowing for more targeted and efficient campaigns. Advertisers can leverage data and algorithms to identify the most relevant audiences and deliver personalized messages at the right time and place. Programmatic advertising also enables real-time bidding, ensuring that advertisers get the best value for their ad spend.

Local special circumstances: Taiwan has a highly urbanized population, with a high level of smartphone penetration and internet usage. This makes it an ideal market for Digital Out-of-Home Advertising, as people are constantly on the move and looking for information on the go. The dense urban environment also provides numerous opportunities for advertisers to reach consumers through digital screens in high-traffic areas such as shopping malls, transportation hubs, and commercial districts.

Underlying macroeconomic factors: Taiwan has a strong and stable economy, which has contributed to the growth of the Digital Out-of-Home Advertising market. The country has a high GDP per capita and a large middle class with disposable income. This creates a favorable environment for advertisers, as consumers have the purchasing power to support brands and products. Additionally, Taiwan has a well-developed infrastructure and a high level of technological innovation, which facilitates the implementation of Digital Out-of-Home Advertising campaigns. In conclusion, the Digital Out-of-Home Advertising market in Taiwan is experiencing growth due to customer preferences for engaging and interactive advertising, the adoption of advanced technology, the use of programmatic advertising, the local urban environment, and the underlying macroeconomic factors. As the market continues to evolve, advertisers in Taiwan will need to stay ahead of the trends and leverage the latest technologies to effectively reach and engage their target audience.

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.