Traditional Out-of-Home Advertising - Taiwan

Taiwan's Traditional Out-of-Home Advertising market is anticipated to see ad spending reach US$83.04m in 2024.
This spending is forecasted to exhibit an annual growth rate (CAGR 2024-2030) of -2.77%, leading to a projected market volume of US$70.18m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$3.47 in 2024.
Taiwan's Traditional Out-of-Home Advertising market is seeing a shift towards digital billboards to capture the tech-savvy consumer base.

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 Taiwan has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Taiwan have shown a strong preference for traditional out-of-home advertising methods, such as billboards and transit advertising. This can be attributed to several factors. Firstly, traditional advertising is seen as a trusted and reliable form of communication, as it has been used for many years and is familiar to consumers. Secondly, the visual impact of billboards and transit advertising is highly effective in catching the attention of passersby, making it a popular choice for advertisers looking to create brand awareness. Finally, the relatively low cost of traditional out-of-home advertising compared to other forms of media makes it an attractive option for businesses with limited marketing budgets.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Taiwan is the increasing use of digital technology. Digital billboards and interactive displays are becoming more common, offering advertisers greater flexibility and creativity in their campaigns. This trend is driven by advancements in technology and the desire to capture the attention of a tech-savvy audience. Additionally, the integration of mobile advertising and out-of-home advertising is gaining traction, allowing advertisers to target consumers with personalized messages based on their location and preferences. Another trend in the market is the growing focus on sustainability and environmental responsibility. Advertisers are increasingly seeking out eco-friendly options for their out-of-home advertising campaigns, such as using recycled materials or energy-efficient lighting. This trend is in line with global efforts to reduce carbon emissions and promote sustainable business practices.

Local special circumstances: Taiwan's densely populated urban areas present unique opportunities for out-of-home advertising. The high foot traffic in cities like Taipei and Kaohsiung means that advertisers can reach a large and diverse audience with their campaigns. This is particularly advantageous for businesses targeting local consumers, as they can effectively promote their products or services to a concentrated population.

Underlying macroeconomic factors: Taiwan's strong economy and stable political environment have contributed to the growth of the Traditional Out-of-Home Advertising market. The country's GDP growth and rising disposable incomes have increased consumer spending, creating a favorable environment for advertising. Additionally, Taiwan's strategic location in East Asia has attracted international businesses, leading to increased competition and the need for effective marketing strategies. In conclusion, the Traditional Out-of-Home Advertising market in Taiwan is developing in response to changing customer preferences, technological advancements, and local special circumstances. Advertisers are embracing digital technology and sustainability, while taking advantage of Taiwan's urban areas and favorable macroeconomic factors.

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.