Out-of-Home Advertising - Taiwan | Statista Market Forecast

Taiwan is expected to see ad spending in the Out-of-Home Advertising market reach US$276.10m in 2024.
The largest market within Out-of-Home Advertising market, Digital Out-of-Home Advertising, is projected to have a market volume of US$193.00m in 2024 in Taiwan.
In global comparison, United States is anticipated to lead in ad spending, with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market in Taiwan is forecasted to be US$11.53 in 2024.
Taiwan's Out-of-Home Advertising market is experiencing a shift towards digital screens, enhancing engagement and targeting capabilities in the industry.

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 Taiwan has been experiencing significant growth in recent years. Customer preferences in Taiwan have shifted towards more interactive and engaging advertising formats. Traditional billboards and posters are being replaced by digital screens and interactive displays, which allow for more dynamic and personalized content. This trend is driven by the increasing demand for immersive experiences and the growing influence of technology in people's daily lives. Additionally, consumers in Taiwan are becoming more receptive to out-of-home advertising as they spend more time outside their homes, commuting, and engaging in outdoor activities. One of the key trends in the market is the integration of mobile and out-of-home advertising. Advertisers are leveraging the ubiquity of smartphones to create interactive campaigns that engage consumers both on their mobile devices and in the physical world. This integration allows for a seamless and personalized advertising experience, as consumers can interact with ads on their smartphones while being exposed to relevant out-of-home advertising. Another trend in the market is the use of data-driven targeting and measurement. Advertisers in Taiwan are increasingly using data analytics to identify and target specific audience segments with tailored advertising messages. This allows for more efficient and effective advertising campaigns, as advertisers can reach the right people at the right time with the right message. Furthermore, data analytics also enable advertisers to measure the impact and effectiveness of their out-of-home advertising efforts, providing valuable insights for future campaign optimization. Local special circumstances in Taiwan also contribute to the development of the out-of-home advertising market. The high population density and urbanization in Taiwan create a conducive environment for out-of-home advertising, as there are many opportunities to reach a large number of people in public spaces. Additionally, the vibrant and dynamic nature of Taiwan's cities make them ideal locations for eye-catching and attention-grabbing advertising campaigns. Underlying macroeconomic factors also play a role in the growth of the out-of-home advertising market in Taiwan. The country's strong economic performance and increasing consumer spending power provide a favorable environment for advertisers to invest in out-of-home advertising. Furthermore, the government's support for the development of the digital economy and smart cities also creates opportunities for innovation and growth in the out-of-home advertising sector. In conclusion, the Out-of-Home Advertising market in Taiwan is developing rapidly due to changing customer preferences, technological advancements, and favorable local and macroeconomic circumstances. Advertisers are embracing interactive and data-driven advertising formats, integrating mobile and out-of-home advertising, and leveraging the high population density and urbanization in Taiwan to reach a large audience. With the continued growth of the digital economy and the increasing importance of immersive experiences, the out-of-home advertising market in Taiwan 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.