Out-of-Home Advertising - Malaysia

Ad spending in Malaysia's Out-of-Home Advertising market is forecasted to reach US$200.10m in 2024.
The largest market is Traditional Out-of-Home Advertising with a market volume of US$107.30m in 2024.
When compared globally, the highest ad spending is expected United States (US$9.34bn in 2024).
The average ad spending per capita in Malaysia's Out-of-Home Advertising market is projected to be US$5.77 in 2024.
Malaysia's Out-of-Home Advertising market is seeing a surge in digital billboards, enhancing engagement and targeting capabilities for brands.

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 Malaysia has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing demand for innovative advertising solutions. Customer preferences in Malaysia have shifted towards more interactive and engaging advertisements, as consumers are becoming increasingly selective in their attention to traditional forms of advertising such as television and print media. Out-of-Home Advertising offers a unique opportunity to reach consumers in their daily lives, whether they are commuting, shopping, or socializing. This form of advertising allows for greater creativity and interactivity, capturing the attention of consumers and creating a lasting impression. Trends in the market have also contributed to the growth of Out-of-Home Advertising in Malaysia. Digital Out-of-Home Advertising, in particular, has gained popularity due to its ability to deliver dynamic and targeted content. Digital billboards and screens allow advertisers to display multiple advertisements in rotation, maximizing exposure and ensuring that the right message reaches the right audience at the right time. This flexibility and versatility have made digital Out-of-Home Advertising a preferred choice for advertisers in Malaysia. Another trend in the market is the integration of technology into Out-of-Home Advertising. With the advent of smart devices and location-based services, advertisers are able to deliver personalized and contextually relevant advertisements to consumers. This not only enhances the effectiveness of the advertising campaign but also provides valuable data and insights for advertisers to optimize their strategies. Local special circumstances in Malaysia have also contributed to the growth of the Out-of-Home Advertising market. The country's urbanization and infrastructure development have led to an increase in the number of outdoor spaces and transportation hubs, providing more opportunities for advertisers to reach a larger audience. Additionally, Malaysia's diverse population and multicultural society create a rich tapestry of consumer segments, allowing advertisers to tailor their messages to specific target groups. Underlying macroeconomic factors such as the country's strong economic growth and rising disposable incomes have also played a role in the development of the Out-of-Home Advertising market in Malaysia. As the economy continues to expand, businesses are investing more in advertising to capture a larger share of the growing consumer market. This has created a favorable environment for the Out-of-Home Advertising industry to thrive. Overall, the Out-of-Home Advertising market in Malaysia is experiencing growth due to changing customer preferences, innovative advertising solutions, and favorable macroeconomic conditions. Advertisers are increasingly turning to Out-of-Home Advertising to engage with consumers in a more interactive and targeted manner, leveraging technology and creativity to create impactful campaigns. With the continued development of infrastructure and the increasing adoption of digital technologies, the Out-of-Home Advertising market in Malaysia is expected to further expand in the coming years.

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.