Traditional Out-of-Home Advertising - Asia

In Asia, the ad spending in the Traditional Out-of-Home Advertising market is forecasted to reach US$9.29bn in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 2.99%, leading to a projected market volume of US$11.09bn by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$2.04 in 2024.
In Japan, the rise of digital technology is reshaping Traditional Out-of-Home Advertising, leading to interactive and data-driven campaigns in the market.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g. traditional ambient media at point of sale, posters in restrooms)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in Asia has been experiencing significant growth in recent years.

Customer preferences: Customers in Asia have shown a strong preference for traditional out-of-home advertising methods, such as billboards, posters, and signage. This preference can be attributed to several factors. Firstly, traditional advertising methods are highly visible and can reach a wide audience. In densely populated cities, where foot traffic is high, billboards and posters can capture the attention of a large number of people. Secondly, traditional out-of-home advertising is seen as a trusted and reliable form of marketing. Customers are more likely to trust a brand that invests in physical advertising space, as it demonstrates a commitment to the market and a willingness to invest in reaching customers. Finally, traditional out-of-home advertising methods are often seen as more memorable and impactful than digital alternatives. Customers are more likely to remember a billboard or poster that they see in their daily lives, compared to a digital ad that they may scroll past on their screens.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Asia is the increasing use of data and technology to enhance the effectiveness of campaigns. Advertisers are leveraging data analytics and audience insights to strategically place their ads in locations where they are most likely to reach their target audience. This targeted approach allows advertisers to maximize the impact of their campaigns and ensure that their message is reaching the right people at the right time. Additionally, technology is being used to make traditional out-of-home advertising more interactive and engaging. For example, augmented reality (AR) and QR codes are being incorporated into billboards and posters, allowing customers to interact with the ads and access additional content or promotions.

Local special circumstances: Each country in Asia has its own unique set of circumstances that impact the Traditional Out-of-Home Advertising market. In highly developed cities like Tokyo and Singapore, limited physical space and strict regulations on outdoor advertising have led to innovative solutions. Advertisers are utilizing vertical advertising spaces, such as building facades and escalator walls, to maximize visibility. In contrast, in emerging markets like India and Indonesia, the rapid urbanization and growing middle class have created a demand for more traditional out-of-home advertising methods. Billboards and posters are a cost-effective way for brands to reach a large and diverse audience in these countries.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Asia can be attributed to several underlying macroeconomic factors. Firstly, the rapid urbanization and population growth in many Asian countries have led to an increase in foot traffic and outdoor activities, creating more opportunities for advertisers to reach customers. Secondly, the rising disposable incomes and consumer spending power in Asia have resulted in increased demand for products and services, leading to a greater need for advertising. Finally, the increasing globalization and interconnectedness of Asian economies have attracted multinational brands to the region, further driving the demand for out-of-home advertising.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

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.