Market Trends of South East Asia Digital Out-of-Home (DooH) Industry
Billboards to Witness Significant Growth
- Due to Singapore's sizable billboard concentration, companies that acquire DooH advertising would have considerable opportunities to increase their brand awareness and visibility. The industry has also made strides in measuring the interactions brought about by DooH (for instance, through interactive displays and ads that allow opt-ins through QR codes), so the businesses will have data to back their assessments of the efficacy of their campaigns through significant investments in the digital billboard advertising in the country.
- In Singapore, digital ooH billboards can be displayed or mounted on any of the following: shopping centers, grocers, petrol stations, pubs, and restaurants; LCD public announcement kiosks with free Wi-Fi; hospitals, clinics, and doctor's offices; condominiums, housing developments, and office towers; movie theaters, sports stadiums, and entertainment venues; major thoroughfares; areas where there is a lot of foot activity.
- Billboard advertising in DooH is the first and most effective form of outdoor advertising medium because of its unique offerings as an advertising platform to reach the maximum number of audiences. Thailand consists of two major cities, including Thailand and Pattaya, creating a significant opportunity for market growth in the country because digital billboards can be mounted on roadside poles to drive audiences' attention.
- Furthermore, recent innovations such as the evolution of 3D and mobile billboards are also expected to influence the growth of the studied market, as they significantly expand the use cases and support the new way of advertising, as well as help businesses enhance the customer experience in an innovative way.
- The DooH industry in Indonesia is witnessing a rapid transition toward digitalization. Digital billboards have become much more widespread in and outside of Indonesia. Combined with modern advertising technology, these dynamic displays have the same high reach as traditional billboards but with the added benefit of providing deeper analytics capabilities.
- Billboards hold a significant share of the DooH market in the Philippines. A billboard is an effective form of advertising, giving maximum exposure to the brand's products and services to a high volume of people at various locations.
- Vietnam has significant traditional billboards installed across various cities. According to Shojiki Advertising JSC, a well-known advertising firm, there are 17,135 large-sized outdoor billboards in Vietnam, most of which are located in the four major cities of Ho Chi Minh, Hanoi, Da Nang, and Can Tho.
- Moreover, various players are focusing on expanding their presence in the studied market to gain more customers and strengthen their position. For instance, in November 2022, DooHClick announced that it entered the Malaysian market as an ad management partner for Scantuary Billboards. Sanctuary will leverage DoohClick's platform to enhance its revenue, sales, dynamic scheduling, and reporting capability across its large format roadside portfolio.
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Malaysia to Witness Major Growth
- Malaysia's ooH market is expected to grow significantly in the coming years due to increased interest from advertisers and marketers as well as the numerous benefits, such as the fact that ooH advertising remains one of the most cost-effective media channels for advertisers while also having a significant impact on consumers due to their contrast and size to the real-world environment.
- Additionally, demand for more innovative media in advertising is increasing among advertisers and brand owners around the country, thus positively impacting ooH market growth. Furthermore, in today's competitive market, the increasing focus of organizations in the country drives the demand for ooH solutions to create impactful ooH campaigns to increase their visibility and drive business growth.
- For instance, in November 2022, GroupM and Moving Walls announced a strategic partnership to bring automation and accountability to Digital Out-of-Home (DOOH) advertising in Malaysia. This partnership will provide GroupM agencies clients (Mindshare, m/Six, MediaCom, and Wavemaker) to leverage Moving Audiences Plus, an audience data-driven planning, buying, measurement, and ad-play verification solution that can activate all connected DOOH screens across the country.
- Similarly, in January 2022, Hivestack announced the launch of full operations in Malaysia. Several agencies, brands, and omnichannel demand-side platforms (DSPs) in Malaysia can access the Hivestack platform to plan, activate, and measure programmatic DOOH campaigns via Private Marketplace (PMP) and Open Exchange deals.
- Further, the growth in digital displays offers a promising future for the ooH market in the country. This has resulted in significant growth in the digital OOH segment in the past few years compared to the static OOH segment in the country. However, with technological advances, the static ooH segment is expected to hold a significant share in the coming years.
- The Malaysian DooH has been witnessing significant growth in the past two years and is expected to grow at a significant rate over the forecast period due to factors such as the digitization and automation trend, the increasing digitization of ooH billboards and displays across the country, and growth in demand from commercial sectors such as real estate, retail, automotive, etc.
- The demand for advertising in the country is driven by the many benefits of DooH campaigns, such as their high rate of recall and low cost compared to many other types of advertising. Also, the improvements and new ideas that DooH market vendors have come up with have led to better personalization, better targeting, and more accurate measurement, which has helped the market grow quickly in the country.
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