Out-of-Home Advertising - Eastern Asia

Ad spending in Eastern Asia's Out-of-Home Advertising market is forecasted to hit US$13.75bn in 2024.
The largest market withEastern_Asia is Traditional Out-of-Home Advertising, with a market volume of US$7.30bn in 2024.
When compared globally, United States will lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in Eastern Asia's Out-of-Home Advertising market is projected to be US$8.41 in 2024.
In China, the Out-of-Home Advertising market is witnessing a shift towards digital billboards and interactive displays to engage consumers effectively.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) 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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Eastern Asia is experiencing significant growth and development. Customer preferences in this region are driving the demand for out-of-home advertising, and several trends are shaping the market. Additionally, there are local special circumstances and underlying macroeconomic factors that contribute to the market's growth. Customer preferences in Eastern Asia are playing a crucial role in the development of the out-of-home advertising market. Consumers in this region are highly mobile and spend a significant amount of time outside their homes. They rely heavily on public transportation and spend a considerable amount of time commuting. As a result, they are more likely to be exposed to outdoor advertising, making it an effective way for brands to reach their target audience. Trends in the market are also contributing to its growth. One notable trend is the increasing use of digital out-of-home advertising. Digital billboards, interactive displays, and LED screens are becoming more prevalent in major cities in Eastern Asia. These digital formats offer greater flexibility and creativity for advertisers, allowing them to deliver dynamic and engaging content to consumers. The adoption of digital technology in out-of-home advertising is driven by advancements in display technology and the increasing availability of high-speed internet connectivity. Another trend in the market is the integration of out-of-home advertising with mobile and online platforms. Advertisers are leveraging the ubiquity of smartphones and the internet to create interactive and personalized campaigns. QR codes, augmented reality, and location-based targeting are being used to enhance the effectiveness of out-of-home advertising by bridging the gap between offline and online channels. Local special circumstances further contribute to the growth of the out-of-home advertising market in Eastern Asia. Rapid urbanization and population growth in major cities create a dense and captive audience for outdoor advertising. Additionally, the region's vibrant and bustling street culture provides a unique opportunity for brands to engage with consumers in a dynamic and immersive way. The popularity of street food markets, night markets, and shopping districts make these areas prime locations for outdoor advertising. Underlying macroeconomic factors also play a role in the development of the out-of-home advertising market in Eastern Asia. The region's strong economic growth and rising middle-class population have led to increased consumer spending power. Advertisers are capitalizing on this by investing more in out-of-home advertising to capture the attention of consumers and drive sales. Additionally, the growing tourism industry in Eastern Asia attracts a large number of international visitors, creating opportunities for advertisers to target both domestic and international audiences. In conclusion, the Out-of-Home Advertising market in Eastern Asia is experiencing growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The region's highly mobile consumers, the increasing use of digital technology, the integration with mobile and online platforms, rapid urbanization, vibrant street culture, strong economic growth, and the growing tourism industry all contribute to the market's positive trajectory. As the market continues to evolve, advertisers and brands in Eastern Asia will need to adapt and innovate to effectively engage with their target audience.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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.