Singapore OOH And DOOH Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Singapore OOH And DOOH Market Trends and Insights

Rapid build-out of premium LED façades

Orchard Road is being repositioned as a lifestyle precinct, and property owners are investing in high-resolution screens that bring cinematic quality to street-level media. The URA’s incentive scheme encourages façade upgrades that will add multiple digital canvases from 2025 onward. Marina Bay Sands will add a new tower and a 15,000-seat arena that together create fresh exterior and interior media zones. These sites attract premium CPMs because they marry high footfall with affluent audiences. Advertisers gain dynamic scheduling, real-time creative swaps, and audience impression guarantees. As a result, DOOH budgets move steadily from static posters into these data-rich premium screens, propelling the Singapore out-of-home advertising market toward higher digital penetration.

Singapore Changi Airport Jewel & T5 expansion

Jewel Changi Airport has matured into a lifestyle destination that blends retail, attractions, and transport, giving brands an immersive platform that reaches residents and travelers alike. Terminal 5, sized for 50 million annual passengers, will launch a wave of transit inventory when operations begin in the next decade. JCDecaux extended its concession through 2034, guaranteeing advertisers a coordinated airport network of 100 digital screens, including the 14-meter-tall Digital Chandelier. The consistent global traveler mix supports long dwell times and high conversion rates, making Changi a core pillar of the Singapore out-of-home advertising market.

Smart-Nation push for programmatic DOOH

Government digitalization programs supply open transport datasets that enhance audience profiling. The Land Transport Authority shares real-time bus movement data, which media owners blend with mobile analytics to build hourly reach curves.^{[3]Land Transport Authority, “DataMall Datasets,” lta.gov.sg} SMEs and local brands now use programmatic dashboards to buy geotargeted impressions at CPMs starting around USD 7, a cost that falls when inventory is purchased during off-peak windows. The lowered entry barrier encourages a broader advertiser base, stimulating incremental spend across the Singapore out-of-home advertising market.

MAS open-banking policy catalysing fintech OOH spend

The Monetary Authority of Singapore’s open-banking framework compels financial institutions to innovate and differentiate. Asset management assets rose to SGD 5.41 trillion (USD 5.41 trillion) in 2024. Fintech challengers respond by purchasing conspicuous OOH placements near MRT interchanges and CBD office towers to reinforce trust. Creative executions often include real-time personal finance data or ESG commitments, aligning brand image with transparency. The outcome is double-digit OOH budget increases within the financial vertical, accelerating overall growth in the Singapore out-of-home advertising market.

Stringent URA cap on large-format sites

Singapore protects visual corridors and heritage skylines by limiting billboard approvals in conservation areas. The Advertising Licensing System now requires digital plan submissions and restricts creatives that impede building aesthetics.^{[4]Building and Construction Authority, “Advertisement Licensing System Guide,” bca.gov.sg} This curtails inventory growth, especially in high-traffic zones like Chinatown and Little India. Supply scarcity sustains price premiums and can deter price-sensitive sectors, slowing the expansion of the Singapore out-of-home advertising market.

High median CPM versus regional peers

Average programmatic CPM remained at USD 7.16 in H1 2024, about 18% higher than Kuala Lumpur rates. Elevated costs arise from limited space, strict content rules, and higher license fees. The Land Transport Authority will soon award a single concession for bus and terminal advertising, which may strengthen pricing power. Smaller advertisers might reduce spend or switch to social media, moderating revenue momentum in the Singapore out-of-home advertising market.

Segment Analysis

By Type: Digital acceleration underpins revenue migration

The Singapore out-of-home advertising market size for Digital OOH reached USD 72 million in 2024 and is forecast to climb at an 8.9% CAGR through 2030. Programmatic trading already accounts for 20% of digital screen revenue, and JCDecaux expects that share to hit 30% by 2025. Dynamic creative optimisation allows advertisers to align messaging with weather, traffic, and retail promotions in real time. Static inventory, while still holding 61% of the Singapore out-of-home advertising market share in 2024, sees slower 4% annual growth thanks to lower CPMs and longer booking cycles. Many static faces in suburban town centres remain attractive for long-term brand presence, yet landlords plan phased LED retrofits that will continue to tilt revenue toward digital formats.

In the Singapore out-of-home advertising market, media owners bundle static posters with digital panels to offer tiered packages that protect legacy assets while promoting high-margin screens. Brands in FMCG and entertainment embrace full-motion video because it yields recall uplifts of up to 30% compared with static. Improved measurement tools, such as audience impression modelling validated by telecom location data, provide advertisers with confidence in the incremental reach delivered by digital. These advances reinforce Digital OOH as the primary driver of incremental spend over the next five years.

By Format: Transit network maximises growth potential

Transit placements generated USD 46 million, equal to 25% of the Singapore out-of-home advertising market size in 2024, and exhibit the fastest trajectory at a 9.4% CAGR. MRT stations like Raffles Place and Dhoby Ghaut record weekday gate counts above 180,000, offering dense commuter impressions. The Straits Times reports that the Land Transport Authority will appoint a single concessionaire for bus advertising in 2025, allowing package sales across 5,800 buses and 100 terminals. This scale creates cross-line frequency and data-driven route planning, raising the appeal of transit media to national brands.

Billboards remain the largest individual format at 34.5% market share, yet growth lags due to site caps. Street furniture enjoys moderate expansion as Housing and Development Board (HDB) digital screens penetrate residential estates, delivering hyper-local reach at mid-range CPMs. Airport media enjoys premium pricing, and JCDecaux’s global programmatic airport network lets advertisers geofence flight destinations inside one trading console. Collectively, these innovations intensify advertiser interest and sustain the upward curve of the Singapore out-of-home advertising market.

By Location Environment: Indoor venues gain strategic weight

Indoor sites commanded 28% revenue in 2024 and are projected to grow at an 8.6% CAGR. Malls such as Ion Orchard and Jewel Changi feature digital walls with average dwell times exceeding 40 minutes, giving advertisers prolonged exposure. Air-conditioned venues also shield equipment from Singapore’s humid climate, improving screen uptime. The Singapore out-of-home advertising market share for indoor media is expected to rise to 32% by 2030 as landlords integrate new lobby screens during refurbishment cycles.

Outdoor formats still dominate with 72% share thanks to landmark billboards, bus wraps, and over-road gantries that assure mass reach. However, data-driven planning often pairs outdoor assets with indoor screens to build reach and frequency seamlessly. Combined scheduling boosts message recall, especially for launches tied to retail activation. Media owners see higher yield per location when offering packages that cover building exterior facades, atrium LEDs, and lift lobby panels, underscoring the strategic interplay between environments.

By End-User Industry: BFSI takes growth lead over retail mainstay

Retail & Consumer Goods generated 41% of 2024 spend, driven by seasonal promotions and product launches in Singapore’s dense mall network. Nevertheless, the Banking, Financial Services, and Insurance vertical is on a steeper 11.8% CAGR as open-banking rules encourage challenger banks to scale brand awareness quickly.^{[2]Monetary Authority of Singapore, “Annual Report 2024,” mas.gov.sg} Fintech firms use large LED walls in the CBD to highlight security credentials, while established banks showcase sustainability targets on green-themed creative.

Automotive advertisers maintain steady budgets around new model releases, often synchronising OOH bursts with live-stream roadshows screened on CBD megascreens. Healthcare advertisers leverage place-based screens near clinics and pharmacies, though CPM softness in 2024 hinted at tactical budget optimisations. Overall, diversified vertical demand keeps the Singapore out-of-home advertising market resilient against sector-specific slowdowns.

Geography Analysis

The Central Business District captures the highest CPMs because office workers, expatriates, and tourists converge there daily. The Singapore out-of-home advertising market size in the CBD represented about 35% of national revenue in 2024, with landmark facades such as One Raffles Place commanding USD 40,000 monthly rentals. Orchard Road, already a retail magnet, will benefit from URA’s six-kilometre green corridor, which introduces new pedestrian zones and street furniture ideal for digital panels.

Marina Bay forms the emergent premium cluster, anchored by the Marina Bay Sands expansion. Once the new hotel tower and arena open after 2028, agencies anticipate double-digit CPM uplift on nearby screens owing to sustained visitor growth. The integrated resort will draw MICE delegates, upscale shoppers, and entertainment seekers, broadening advertiser categories from luxury retail to technology conferences.

In suburban heartlands, HDB digital screens and bus-stop posters give brands cost-efficient reach. High residential density means a single HDB town can reach 200,000 residents within a five-minute walk radius. Real-time travel card data allows planners to pinpoint peak evening flows, aligning ad bursts with commuters returning home. Expanding suburban inventory ensures national campaigns achieve full-population coverage within the Singapore out-of-home advertising market.