ASEAN OOH And DOOH Market

ASEAN OOH and DOOH Market Analysis

The ASEAN OOH And DOOH Market size is estimated at USD 1.82 billion in 2025, and is expected to reach USD 2.43 billion by 2030, at a CAGR of 5.9% during the forecast period (2025-2030).

• Out-of-home (OOH) advertising is one of the oldest forms of advertising. Despite its legacy and numerous benefits, traditional OOH has historically faced a significant challenge: reliably measuring and proving its impact. As brand marketers and advertisers transitioned to online digital advertising, which offers granular targeting, attribution capabilities, and data-backed reporting, their expectations from advertising channels evolved.
• Smart city initiatives leverage a range of digital displays to enhance urban operations, each presenting revenue-generating possibilities via advertisements. Digital signage technology is crucial in monetizing these opportunities. From small interactive kiosks to large digital billboards, these systems provide robust computing power, high-quality graphics, and seamless connectivity. Beyond the visual impact, DOOH provides crucial analytics, empowering decision-makers with valuable insights.
• For instance, in May 2024, The US Trade and Development Agency signed a technical assistance grant with Indonesia's Nusantara Capital Authority (OIKN) to develop priority smart city infrastructure in Nusantara, Indonesia's new capital. These technologies will optimize government resources, increase sustainability, and improve the quality of life for the city's residents.
• In ASEAN, retail media is rapidly expanding, shifting brands' focus from traditional TV and online platforms to in-store placements. This shift offers brands a significant opportunity to engage with consumers in novel ways. The surge in available DOOH inventory allows brands to craft immersive advertising experiences by placing ads on screens strategically positioned within and near retail spaces.
• DOOH advertisers face a significant challenge in adapting to changing consumer behavior. Advertisers struggle to effectively reach and engage their target audiences. Additionally, it is challenging to accurately track and measure campaign performance. This includes attributing ROI to individual DOOH campaigns and gauging their influence on consumer behavior.

ASEAN OOH and DOOH Market Trends

Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects

• ASEAN countries boast a robust economic foundation, anchored by a market of 670 million individuals, a tech-savvy youth demographic, and increasing internet adoption. Digitalization emerges as a pivotal force propelling economic progress, notably fueling growth in e-commerce, online media, financial services, and ride-hailing industries.
• Digital ads are essential in modern marketing strategies for several reasons. Primarily, consumers are increasingly spending time online through computers, smartphones, and smart home devices. According to Internet World Stats, Brunei has the highest internet penetration rate in Asia at 119.7%. Among ASEAN states, Malaysia and the Philippines have significant internet penetration rates of 93.8% and 91%, respectively.
• The urban population in ASEAN countries is on the rise, expanding the audience for DOOH displays. Although Indonesia's urbanization historically lagged behind global trends, it is now rapidly catching up. World Bank’s data showed that Indonesia's urbanization rate climbed from 55.33% in 2018 to 58.57% in 2023, with projections indicating a continued upward trajectory, bolstering market demand.
• Moreover, the market is poised for growth, driven by recent innovations like the rise of 3D and mobile billboards. These advancements not only broaden advertising applications but also revolutionize how businesses engage with customers, ultimately elevating the customer experience.

Malaysia to Witness Major Growth

• The Malaysian out-of-home (OOH) advertising market is poised for substantial growth, driven by heightened interest from advertisers and marketers. OOH advertising stands out as a cost-effective channel, offering advertisers a unique advantage with its impactful presence in the real-world environment.
• As the demand for innovative advertising media rises among Malaysian advertisers and brand owners, the OOH market is set to benefit. Organizations, in a bid to stand out in the competitive landscape, are increasingly turning to OOH solutions to bolster their visibility and drive business growth.
• The surge in digital displays paints a promising picture for the Malaysian OOH market. While the digital OOH segment has seen remarkable growth in recent years, outpacing its static counterpart, advancements suggest that the static segment will maintain a significant market share moving forward.
• According to a survey on Malaysian consumer behavior by Adyen, a Dutch payment company, 76% of respondents favored online shopping for holidays and entertainment in 2023. Further, the rise of digital out-of-home (DOOH) advertising is influencing consumer behavior, as it effectively bridges the gap between online and offline shopping experiences, further fueling market expansion.
• Malaysia's advertising landscape is embracing digital out-of-home (DOOH) campaigns, drawn by their high recall rates and cost-effectiveness. Vendors in the DOOH market are innovating, offering enhanced personalization, precise targeting, and improved measurement tools, all of which are fueling the market's rapid expansion.

ASEAN OOH and DOOH Industry Overview

The ASEAN out-of-home (OOH) and digital-out-of-home (DOOH) market is highly fragmented. The market includes major outdoor advertising and media firms operating across multiple markets alongside smaller local companies that focus on a limited number of structures within one or a few local markets. Some of the key players in the market include JCDecaux Group, Clear Channel Outdoor Holdings Inc., BroadSign International LLC, and Outfront Media Inc.

April 2024: Plan B Media, an out-of-home (OOH) media service provider, and Vistar Media, specializing in OOH tech solutions, joined forces. Their collaboration aims to introduce streamlined programmatic solutions to the digital out-of-home (DOOH) advertising market in Thailand and Singapore.

April 2024: EYE Indonesia, an out-of-home (OOH) advertising solutions provider, revealed its adoption of the Broadsign Platform. This strategic move aims to enhance its offerings for media buyers in the region. With the integration of the Broadsign Platform, EYE Indonesia now empowers its buyers with advanced features like share of voice, impression-based purchasing, and seamless programmatic transactions.

ASEAN OOH and DOOH Market Leaders

ASEAN OOH and DOOH Market News

• March 2024: Adeffi, an out-of-home (OOH) advertising company based in Bangladesh, announced a major expansion of its services into India, Nepal, Thailand, and Vietnam. This strategic move aims to transform how companies in these five countries approach OOH advertising, offering them a robust platform to promote their brands regionally.
• March 2024: Singapore Tourism Board (STB) launched a series of 3D billboards – aimed at providing an immersive showcase of the island city’s iconic landmarks and culinary attractions – in five major cities worldwide. The digital out-of-home (DOOH) activation is part of STB’s latest “Made in Singapore” global campaign, which aims to inspire travelers to choose Singapore as their next holiday destination.