Traditional Out-of-Home Advertising - Eastern Asia

In Eastern Asia, ad spending in the Traditional Out-of-Home Advertising market is forecasted to hit US$7.30bn by 2024.
The sector is anticipated to witness an annual growth rate (CAGR 2024-2030) of 3.32%, leading to a projected market size of US$8.88bn by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is estimated to be US$4.46 in 2024.
In Japan, the Traditional Out-of-Home Advertising market is embracing digital innovation to enhance consumer engagement and target specific demographics effectively.

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 Eastern Asia is witnessing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Asia are shifting towards more experiential and interactive advertising formats. Traditional Out-of-Home Advertising, such as billboards and transit ads, provide a tangible and visually impactful way to reach a wide audience. In a region known for its bustling cities and vibrant street life, these traditional advertising methods are highly effective in capturing the attention of busy commuters and pedestrians. Additionally, the rise of digital signage and interactive displays has further enhanced customer engagement, allowing advertisers to deliver targeted and personalized messages. Trends in the market indicate a growing demand for programmatic advertising in Eastern Asia. Programmatic advertising enables advertisers to automate the buying and selling of ad space, optimizing the efficiency and effectiveness of their campaigns. This trend is driven by advancements in technology and data analytics, which allow advertisers to target specific demographics and measure the performance of their campaigns in real-time. As a result, advertisers in Eastern Asia are increasingly adopting programmatic advertising solutions to maximize their return on investment and reach their target audience more effectively. Local special circumstances in Eastern Asia also contribute to the development of the Traditional Out-of-Home Advertising market. Rapid urbanization and population growth in countries like China and Japan have led to increased demand for advertising space in key metropolitan areas. As a result, advertisers are investing in high-traffic locations, such as subway stations, shopping malls, and airports, to ensure maximum visibility and exposure. Additionally, cultural factors, such as the importance of face-to-face interactions and a preference for physical advertisements, also drive the demand for traditional out-of-home advertising in the region. Underlying macroeconomic factors further support the growth of the Traditional Out-of-Home Advertising market in Eastern Asia. The region's strong economic growth and rising middle class contribute to increased consumer spending and purchasing power. This enables advertisers to allocate larger budgets for advertising campaigns and invest in innovative out-of-home advertising solutions. Furthermore, the rise of tourism in Eastern Asia has created opportunities for advertisers to target both domestic and international travelers, further driving the demand for out-of-home advertising in popular tourist destinations. In conclusion, the Traditional Out-of-Home Advertising market in Eastern Asia is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are increasingly adopting programmatic advertising solutions, investing in high-traffic locations, and leveraging technology to deliver more engaging and targeted campaigns. With the continued economic growth and urbanization in Eastern Asia, the market is expected to further expand in the coming years.

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.