Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Southeast Asia

Southeast Asia

Ad spending in Southeast Asia's Traditional Out-of-Home Advertising market is forecasted to hit US$0.87bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.46%, leading to a projected market volume of US$0.89bn by 2029.
The average ad spending per capita in Southeast Asia's Traditional Out-of-Home Advertising market is projected to be US$1.25 in 2024.
In Indonesia, the Traditional Out-of-Home Advertising market is booming, with innovative digital displays transforming cityscapes and captivating consumer attention.

Key regions: France, United Kingdom, Asia, China, Germany

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional Out-of-Home Advertising market in Southeast Asia is experiencing significant growth and development.

Customer preferences: Customers in Southeast Asia have shown a strong preference for traditional out-of-home advertising methods. This can be attributed to several factors. Firstly, traditional advertising methods such as billboards, posters, and banners are highly visible and can reach a large number of people. In a region with a high population density, this is particularly important for advertisers looking to maximize their reach. Additionally, traditional out-of-home advertising allows for creative and eye-catching designs that can capture the attention of passersby. This is especially appealing to customers who are constantly bombarded with digital advertisements and are looking for something different.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Southeast Asia is the increasing use of digital technologies. While traditional methods still dominate the market, there is a growing demand for digital billboards and screens. These digital displays offer advertisers the ability to change their content in real-time, making them more dynamic and engaging. Furthermore, digital out-of-home advertising allows for targeted messaging and can be integrated with other digital marketing channels, providing a more holistic approach to advertising.

Local special circumstances: Southeast Asia is a diverse region with different cultural and economic landscapes. This diversity is reflected in the Traditional Out-of-Home Advertising market. In more developed countries like Singapore and Malaysia, there is a greater emphasis on digital advertising and innovative technologies. On the other hand, in less developed countries like Cambodia and Laos, traditional methods still dominate the market. Additionally, the high population density in cities like Jakarta and Manila presents unique challenges and opportunities for advertisers. The crowded urban environment provides a captive audience for out-of-home advertising, but also requires creative and attention-grabbing designs to stand out.

Underlying macroeconomic factors: Several macroeconomic factors contribute to the development of the Traditional Out-of-Home Advertising market in Southeast Asia. Firstly, the region's strong economic growth has led to an increase in consumer spending and disposable income. This has created a larger market for advertisers to target and has fueled demand for advertising services. Additionally, rapid urbanization and infrastructure development in countries like Vietnam and Indonesia have created new opportunities for out-of-home advertising. As cities expand and new roads and buildings are constructed, there is a need for advertising to inform and attract consumers to these new developments. In conclusion, the Traditional Out-of-Home Advertising market in Southeast Asia is experiencing growth and development driven by customer preferences for traditional advertising methods, the increasing use of digital technologies, the diverse local circumstances, and the underlying macroeconomic factors in the region.

Methodology

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) 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.