Digital Out-of-Home Advertising - Thailand

Ad spending in the Digital Out-of-Home Advertising market in Thailand is forecasted to reach US$239.30m in 2024.
The expected annual growth rate (CAGR 2024-2030) of 7.57% indicates that ad spending is likely to increase, reaching a projected market volume of US$370.70m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending in this market will be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market in Thailand is projected to be US$3.33 in 2024.
Thailand's Digital Out-of-Home Advertising market is experiencing rapid growth driven by innovative technology integrations and interactive consumer engagement strategies.

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 Thailand is experiencing significant growth and development in recent years.

Customer preferences: Customers in Thailand are increasingly drawn to Digital Out-of-Home Advertising due to its ability to capture attention and engage with a wide audience. The dynamic and interactive nature of digital displays allows for more creative and impactful advertising campaigns, which resonate well with consumers. Additionally, the growing popularity of smartphones and other mobile devices has created a demand for digital advertising that can be easily accessed and shared on these platforms. This has further fueled the growth of Digital Out-of-Home Advertising in Thailand.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Thailand is the shift towards programmatic advertising. Programmatic advertising allows for real-time bidding and optimization of ad placements, ensuring that the right message is delivered to the right audience at the right time. This trend is driven by advancements in technology and data analytics, which enable advertisers to target specific demographics and measure the effectiveness of their campaigns more accurately. As a result, advertisers in Thailand are increasingly adopting programmatic advertising to maximize their return on investment. Another trend in the market is the integration of digital displays with other technologies, such as artificial intelligence and augmented reality. This allows for more personalized and interactive advertising experiences, which can capture the attention of consumers and leave a lasting impression. For example, digital billboards can use facial recognition technology to display targeted ads based on the viewer's gender, age, and other demographic information. This level of customization and interactivity is highly appealing to advertisers in Thailand, as it helps to create a stronger connection with their target audience.

Local special circumstances: Thailand's vibrant tourism industry is a major driver of the Digital Out-of-Home Advertising market. The country attracts millions of international tourists each year, who are exposed to a wide range of digital advertising displays in popular tourist destinations such as Bangkok, Phuket, and Chiang Mai. Advertisers in Thailand recognize the value of targeting this captive audience and are investing heavily in digital displays in these areas. Additionally, the rise of e-commerce in Thailand has created new opportunities for Digital Out-of-Home Advertising, as online retailers seek to increase their brand visibility and drive traffic to their websites or physical stores.

Underlying macroeconomic factors: Thailand's strong economic growth and increasing consumer spending power are contributing to the development of the Digital Out-of-Home Advertising market. As the country's middle class expands, more people have disposable income to spend on goods and services. This creates a larger consumer base for advertisers to target, and they are increasingly turning to Digital Out-of-Home Advertising to reach this audience. Furthermore, Thailand's digital infrastructure is rapidly improving, with the government investing in the expansion of high-speed internet and mobile connectivity. This enables advertisers to deliver their messages more effectively and ensures a seamless digital advertising experience for consumers. In conclusion, the Digital Out-of-Home Advertising market in Thailand is experiencing growth and development due to customer preferences for dynamic and interactive advertising, the adoption of programmatic advertising, the integration of digital displays with other technologies, the country's vibrant tourism industry, strong economic growth, increasing consumer spending power, and improved digital infrastructure.

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.