Traditional Out-of-Home Advertising - Malaysia

In Malaysia, the ad spending within the Traditional Out-of-Home Advertising market is forecasted to reach US$107.30m by 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.71%, leading to a projected market volume of US$126.00m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$3.09 in 2024.
Amidst digital advancements, Malaysia's Traditional Out-of-Home Advertising market is adapting with interactive and data-driven strategies to engage consumers 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

Traditional Out-of-Home Advertising in Malaysia has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Malaysia, customers have shown a strong preference for outdoor advertising due to its wide reach and ability to capture attention. This is particularly true in urban areas, where people spend a significant amount of time commuting and are exposed to outdoor advertising on a daily basis. Additionally, the rise of digital billboards and interactive displays has made outdoor advertising more engaging and interactive, further increasing its appeal to customers.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Malaysia is the increasing use of data and technology to target specific audiences. Advertisers are leveraging data analytics and geolocation technology to identify high-traffic areas and deliver targeted messages to the right audience at the right time. This allows them to maximize the effectiveness of their campaigns and improve return on investment. Another trend in the market is the integration of digital and traditional advertising formats. Digital billboards and interactive displays are becoming more prevalent, offering advertisers the opportunity to deliver dynamic and engaging content. This trend is driven by advancements in technology and the increasing demand for more immersive advertising experiences.

Local special circumstances: Malaysia's diverse population and multicultural society present unique opportunities for advertisers. With multiple languages and cultural influences, advertisers can tailor their messages to specific target audiences, ensuring maximum impact and relevance. This multicultural aspect also allows for creative and innovative advertising campaigns that resonate with different segments of the population.

Underlying macroeconomic factors: The growing economy of Malaysia has played a significant role in the development of the Traditional Out-of-Home Advertising market. As the economy expands, businesses are investing more in advertising to capture the attention of consumers and gain a competitive edge. This has led to increased spending on outdoor advertising and the introduction of new formats and technologies. Furthermore, Malaysia's strategic location and strong tourism industry have attracted international brands and advertisers, further boosting the demand for outdoor advertising. With millions of tourists visiting the country each year, outdoor advertising provides a valuable platform for reaching both local and international audiences. In conclusion, the Traditional Out-of-Home Advertising market in Malaysia is experiencing growth due to customer preferences for outdoor advertising, the integration of digital and traditional formats, the multicultural society, and the underlying macroeconomic factors. As technology continues to advance and customer preferences evolve, the market is expected to further expand and innovate 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.