The Out-of-Home Advertising market in ASEAN is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trajectory. Customer preferences in the ASEAN region are playing a crucial role in the growth of the Out-of-Home Advertising market. With increasing urbanization and a rising middle class, there is a growing demand for outdoor advertising. Customers are becoming more receptive to out-of-home advertisements, as they spend more time outside their homes and are constantly on the move. Additionally, the younger demographic in ASEAN countries is highly engaged with outdoor advertising, as they are more likely to be active and mobile. Trends in the market are also driving the growth of Out-of-Home Advertising in ASEAN. Digital out-of-home advertising is gaining popularity, as it offers dynamic and interactive content that captures the attention of consumers. This trend is particularly prominent in urban areas, where digital billboards and interactive displays are becoming a common sight. Furthermore, advertisers are increasingly using data-driven targeting and programmatic buying to reach their desired audience more effectively. This allows for more personalized and relevant advertisements, which in turn increases the effectiveness of out-of-home advertising campaigns. Local special circumstances further contribute to the growth of the Out-of-Home Advertising market in ASEAN. The region's diverse cultural landscape and vibrant street life provide ample opportunities for outdoor advertising. From bustling city centers to popular tourist destinations, there are numerous high-traffic areas where advertisers can reach a large audience. Additionally, the prevalence of public transportation systems, such as buses and trains, presents advertisers with captive audiences during their daily commutes. Underlying macroeconomic factors also play a role in the development of the Out-of-Home Advertising market in ASEAN. The region's strong economic growth and increasing consumer spending power provide a favorable environment for advertisers. As incomes rise, consumers are more likely to spend on goods and services, making them attractive targets for advertising campaigns. Moreover, the rapid urbanization in ASEAN countries is creating new opportunities for out-of-home advertising, as more people move to cities and become exposed to outdoor advertising. In conclusion, the Out-of-Home Advertising market in ASEAN is experiencing growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. As customers become more receptive to outdoor advertising, advertisers are leveraging digital technologies and data-driven targeting to reach their audience more effectively. The region's diverse cultural landscape and vibrant street life provide ample opportunities for outdoor advertising, while strong economic growth and increasing consumer spending power create a favorable environment for advertisers.
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) 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.
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