Out-of-Home Advertising - Philippines

The Philippines is expected to see ad spending in the Out-of-Home Advertising market reach US$301.10m in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising, with a market volume of US$193.60m in 2024.
When compared globally, the highest ad spending is forecasted United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$2.53 in 2024.
The Philippines' Out-of-Home Advertising market is seeing a surge in digital interactive billboards, enhancing consumer engagement and brand visibility.

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 the Philippines is experiencing significant growth and development.

Customer preferences: In recent years, there has been a shift in customer preferences towards Out-of-Home Advertising in the Philippines. With the increasing urbanization and population growth in major cities such as Manila, Cebu, and Davao, there is a growing demand for outdoor advertising to reach a larger audience. Customers are increasingly looking for innovative and eye-catching advertisements that can capture their attention in a crowded urban environment. Additionally, the rise of digital out-of-home advertising has also attracted customers who are seeking interactive and engaging advertisements.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in the Philippines is the adoption of digital technologies. Digital billboards, LED screens, and interactive displays are becoming more prevalent in major cities, offering advertisers new opportunities to engage with their target audience. This trend is driven by advancements in technology, which have made digital advertising more cost-effective and efficient. Advertisers are also able to change and update their advertisements in real-time, allowing for greater flexibility and creativity in their campaigns. Another trend in the market is the increasing use of data and analytics. Advertisers are now able to collect and analyze data on consumer behavior, demographics, and preferences, allowing them to target their advertisements more effectively. This data-driven approach helps advertisers to optimize their campaigns and ensure that they are reaching the right audience at the right time. As a result, the Out-of-Home Advertising market in the Philippines is becoming more personalized and targeted.

Local special circumstances: The unique geography and population distribution in the Philippines present special circumstances for the Out-of-Home Advertising market. The country is made up of thousands of islands, with a significant portion of the population living in rural areas. This poses challenges for advertisers who need to reach a dispersed audience. However, the growing urbanization and development of major cities provide opportunities for advertisers to target a concentrated population. Advertisers need to carefully consider the geographic distribution of their target audience and tailor their campaigns accordingly.

Underlying macroeconomic factors: The growth and development of the Out-of-Home Advertising market in the Philippines are also influenced by underlying macroeconomic factors. The country has been experiencing steady economic growth in recent years, leading to an increase in consumer spending power. This has resulted in higher advertising budgets and increased demand for Out-of-Home Advertising. Additionally, the Philippines has a young and tech-savvy population, which is driving the adoption of digital technologies in advertising. These macroeconomic factors are creating a favorable environment for the growth of the Out-of-Home Advertising market in the Philippines. In conclusion, the Out-of-Home Advertising market in the Philippines is experiencing significant growth and development driven by customer preferences for innovative and engaging advertisements, the adoption of digital technologies, the use of data and analytics, unique local circumstances, and underlying macroeconomic factors. Advertisers in the Philippines need to adapt to these trends and leverage the opportunities presented by the growing Out-of-Home Advertising market.

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.