Out-of-Home Advertising - Thailand

In Thailand, ad spending in the Out-of-Home Advertising market is forecasted to reach US$497.10m in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising, with a market volume of US$257.90m in 2024.
When compared globally, the highest ad spending is expected to come from United States, with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$6.92 in 2024.
Thailand's Out-of-Home Advertising market is seeing a surge in digital billboards, leveraging technology to engage consumers effectively in urban areas.

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 Thailand has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Thailand's population is increasingly mobile and urbanized, with a growing middle class that has higher disposable income. This has led to a greater demand for out-of-home advertising, as people spend more time outside their homes and are exposed to a wide range of advertising messages. Additionally, with the rise of social media and digital advertising, consumers are seeking unique and interactive experiences that can only be provided by out-of-home advertising.

Trends in the market: One of the key trends in the out-of-home advertising market in Thailand is the shift towards digital and interactive advertising. Traditional billboards and static displays are being replaced by digital screens and interactive installations that can capture the attention of consumers and provide more engaging experiences. This trend is driven by advancements in technology and the increasing availability of high-speed internet connections, which enable real-time content updates and interactive features. Another trend in the market is the growing focus on targeted advertising. Advertisers are increasingly using data and analytics to identify their target audience and deliver personalized messages. This allows them to maximize the impact of their campaigns and ensure that they are reaching the right people at the right time. In addition, advertisers are also leveraging location-based targeting to deliver relevant messages to consumers based on their physical location.

Local special circumstances: Thailand has a vibrant and dynamic outdoor advertising industry, with a wide range of formats and locations available for advertisers. The country's cities are known for their bustling streets and vibrant nightlife, which provide ample opportunities for out-of-home advertising. Additionally, Thailand is a popular tourist destination, attracting millions of visitors each year. This presents a unique opportunity for advertisers to reach a diverse and international audience.

Underlying macroeconomic factors: Thailand's strong economic growth and stable political environment have contributed to the development of the out-of-home advertising market. The country's GDP has been growing steadily, leading to increased consumer spending and higher advertising budgets. Additionally, Thailand's government has been supportive of the advertising industry, implementing policies and regulations that promote investment and innovation. In conclusion, the Out-of-Home Advertising market in Thailand is experiencing growth due to changing customer preferences, such as the demand for digital and interactive advertising, as well as targeted advertising. The country's vibrant outdoor advertising industry, coupled with its strong macroeconomic factors, provides a favorable environment for the development of the 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.