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市場調查報告書
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1692484

東南亞戶外數位廣告 (DooH)：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

South East Asia Digital Out-of-Home (DooH) - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 141 Pages | 商品交期: 2-3個工作天內

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簡介目錄

東南亞數位戶外廣告 (DooH) 市場規模預計在 2025 年達到 6,849.3 億美元，預計到 2030 年將達到 8977.2 億美元，預測期內（2025-2030 年）的複合年成長率為 5.56%。

東南亞數位戶外廣告 (DooH)-市場-IMG1

數位戶外廣告是利用數位電子看板技術的戶外廣告。這些技術使用人工智慧和分析技術來幫助負責人在正確的時間向正確的人傳遞正確的訊息。

主要亮點

  • 線下廣告業務正在逐步採用地理圍欄和信標等新技術，以實現以前不可能的追蹤和客製化。這導致了顯著的市場成長。
  • 數位戶外廣告之所以能佔有一席之地，有許多原因，包括易於管理、變化迅速、價格低廉和針對市場。數位戶外廣告允許廣告商和負責人將多個訊息發送到設備網路，並遠端連接到這些設備來更新內容。由於新冠疫情，政府對線下購物的限制導致數位戶外廣告業務損失慘重。
  • DooH 使該地區的賣家能夠更快地改變其展示和溝通方式，從而以更低的成本更有效的接觸潛在買家。此外，它比傳統廣告更易於管理。數位看板提供產品和可訪問性更新、互動式資訊以及視覺上吸引人的圖像和影片。
  • 智慧城市計劃使用各種數位顯示器來保持城市的平穩運行，任何數位顯示器都可以用來產生廣告收入。數位電子看板技術可以幫助您利用這些線索。從小型互動式資訊亭螢幕到大型數位廣告牌，我們的系統提供顯示關鍵資訊和留下印象所需的運算效能、高品質圖形、連接性和分析能力。
  • 此外，該地區正經歷全球公司的擴張，為解決方案供應商提供有利可圖的發展和成長機會。例如，在 InfoComm Asia 2023 活動期間，三星與當地企業合作，向重返辦公室的企業和尋求與企業互動的客戶展示其最新的專業 AV 技術。
  • 由於無法計算出準確的 DooH廣告曝光率，因此很難量化使用者對 DooH 的參與度。雖然供應商可以使用智慧型手機位置資料來預測特定戶外廣告附近的客流量，但這些統計數據並不總是準確的，並且不包括臉部辨識整合來識別已經看過廣告的人的性別和年齡，這使得實施更加複雜並阻礙了市場成長。
  • 儘管疫情增加了新聞出版商的流量並使數位庫存更有價值，但對新冠疫情內容品牌安全的擔憂導致程序化每千次展示費用下降。

東南亞戶外數位廣告 (DooH) 市場趨勢

Billboard 正在變得越來越大

  • 新加坡的廣告看板高度集中，獲得數位戶外廣告的企業將有很大機會提高品牌知名度和認知度。該行業還在衡量 DooH 所驅動的互動取得了長足進步（例如，互動式展示和帶有2D碼選擇的廣告），鑑於該國在數位戶外廣告方面的大量投資，這為企業提供了評估其宣傳活動有效性的資料。
  • 在新加坡，DooH 廣告看板可以在以下任何地方展示或安裝：購物中心、雜貨店、加油站、酒吧、餐廳、提供免費 Wi-Fi 的 LCD公共廣播亭、醫院、診所、醫生辦公室、公寓、住宅、辦公大樓、電影院、體育場、娛樂場所、主要幹道、人流量大的地方等等。
  • DooH 廣告看板廣告是第一種也是最有效的戶外廣告媒體形式，因為它作為廣告平台可以覆蓋最大的受眾。泰國由兩個主要城市組成，為該國的市場成長創造了巨大的機會，因為安裝在路邊電線杆的數位廣告看板可以吸引觀眾的注意。
  • 此外，3D 和行動廣告看板的發展等最新創新也有望影響所研究市場的成長，因為它們顯著擴展了使用案例並支援更新的廣告方法，並幫助企業以創新方式提升客戶體驗。
  • 印尼的 DooH 產業正在經歷快速的數位化轉型。數位戶外廣告在印尼國內外已經廣泛傳播。結合最新的廣告技術，這些動態顯示器具有與傳統廣告看板相同的高覆蓋率，但還具有提供更深入的分析能力的額外優勢。
  • Billboard 在菲律賓 DooH 市場佔有很大的佔有率。廣告看板是一種有效的廣告形式，可以讓品牌最大限度地向各個地方的大量人群展示其產品和服務。
  • 越南各個城市都有許多傳統廣告看板。據知名廣告公司Shojiki Advertising JSC稱，越南共有17,135塊大型戶外廣告牌，其中大部分安裝在四大城：胡志明市、河內、峴港和芹苴。
  • 2023 年 12 月，Location Media Xchange (LMX) 和 DOmedia夥伴關係，透過全球使用最廣泛的本地戶外廣告市場 BillboardsIn.com 在線提供超過 15,000 個戶外(OOH) 廣告資產供購買。廣告主目前可以在新加坡、馬來西亞、印尼、泰國、菲律賓、越南和印度策劃和購買本地廣告宣傳。

馬來西亞經濟強勁成長

  • 馬來西亞戶外廣告市場預計將在未來幾年大幅成長，這得益於廣告商和負責人的興趣日益濃厚，以及戶外廣告的眾多優勢，例如，戶外廣告仍然是廣告商最具成本效益的媒體管道之一，同時其規模龐大且與現實環境形成鮮明對比，對消費者產生了更大的影響。
  • 此外，全國各地的廣告商和品牌所有者對更具創新性的廣告媒介的需求正在成長，這對戶外廣告市場的成長產生了積極影響。此外，在當今競爭激烈的市場中，由於國內各組織越來越注重開展有影響力的戶外宣傳活動來提高知名度和推動業務成長，因此對戶外廣告解決方案的需求也日益增加。
  • 例如，2023 年 12 月，Vistar Media 和 BigTree 宣佈建立夥伴關係，為馬來西亞各地的廣告商提供一系列優質數位螢幕。 Vistar Media 是一家全球數位戶外廣告 (DooH) 程式化技術提供商，而 BigTree 是一家馬來西亞戶外 (OOH) 廣告解決方案提供商。兩家公司的合作將使 Vistar 能夠輕鬆地將世界各地的廣告商與 BigTree 的 30 個地點的數位廣告網路連接起來，包括戶外廣告看板、購物中心和火車站。
  • 同樣，2022 年 1 月，HiveStack 宣佈在馬來西亞全面運作。馬來西亞的多家代理商、品牌和全通路需求端平台 (DSP) 現在可以存取 Hivestack 平台，透過私人市場 (PMP) 和公開交易來規劃、啟動和衡量他們的程式化 DooH宣傳活動。
  • 此外，數位顯示的成長為馬來西亞戶外廣告市場帶來了光明的未來。這就是為什麼在過去幾年裡，數位戶外廣告領域與該國的靜態戶外廣告領域相比出現了顯著成長。然而，隨著技術的進步，靜態戶外廣告領域預計將在未來幾年佔據市場主導地位。
  • 馬來西亞的 DooH 在過去兩年中經歷了顯著成長，預計在預測期內將繼續以顯著的速度成長，這得益於數位化和自動化趨勢、全國廣告看板和顯示器數位化的提高以及房地產、零售和汽車等商業領域需求的不斷成長。
  • 該國的廣告需求受到 DooH宣傳活動的許多優勢的推動，包括與許多其他類型的廣告相比更高的召回率和更低的成本。 DooH 市場供應商提出的改進和新想法正在帶來更好的個人化、更好的定位和更精確的測量，從而支持該國市場的快速成長。

東南亞數位戶外廣告 (DooH) 產業概覽

東南亞數位戶外廣告 (DooH) 市場較為分散，只有少數幾家大型企業。公司不斷投資於策略聯盟和產品開發，以擴大市場佔有率。

2024 年 4 月，在泰國等東南亞市場提供戶外 (OOH) 媒體服務的 Plan B Media 與領先的程序化解決方案提供商 Vistar Media 合作，以增強其在泰國和新加坡的數位戶外 (DooH) 廣告。此次合作旨在為該地區的 DooH 廣告產業帶來無縫的程式化解決方案。

2023 年 10 月，全球領先的獨立程式化 DooH廣告科技公司 Hivestack 與專門從事電梯螢幕的當地媒體所有者 UpMedia 合作，擴大其在泰國的業務。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3個月的分析師支持

目錄

第1章 引言

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概覽
  • 市場促進因素
    • 智慧城市計劃支出增加推動數位廣告轉型
    • 商業領域需求旺盛
  • 市場挑戰
    • 廣告衡量、成本和市場區隔的營運挑戰
  • 世界有望進入東南亞 DooH 市場的關鍵線索
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 買家的議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭強度
  • 生態系分析
  • COVID-19 對 DooH 市場的影響

第5章 東南亞數位戶外廣告（DooH）市場現狀

  • 馬來西亞DooH市場狀況
    • 馬來西亞戶外廣告市場
    • 馬來西亞 DooH 市場
    • 按應用細分
  • 新加坡 DooH 市場現狀
    • 新加坡的戶外廣告市場
    • 新加坡 DooH 市場
    • 按應用細分
  • 泰國 DooH 市場現狀
    • 泰國的戶外廣告市場
    • 泰國的 DooH 市場
    • 按應用細分
  • 印尼DooH市場狀況
    • 印尼的戶外廣告市場
    • 印尼 DooH 市場
    • 應用領域
  • 菲律賓 DooH 市場現狀
    • 菲律賓戶外廣告市場
    • 菲律賓的 DooH 市場
    • 按應用細分
  • 越南 DooH 市場現狀
    • 越南的戶外廣告市場
    • 越南的 DooH 市場
    • 按應用細分

第6章競爭格局

  • 公司簡介
    • JCDecaux Singapore Pte Ltd
    • Clear Channel Singapore Pte Ltd
    • Ooh!Media Digital PTY Limited
    • Hivestack Inc.
    • Moove Media Pte Ltd
    • SPHMBO（Singapore Press Holding Ltd）
    • Vistar Media
    • Talon outdoor limited
    • Mediatech Services Pte Ltd
    • Daktronics Inc.
    • Neosys Documail（S）Pte Ltd
    • TAC Media Sdb Bhd
    • Moving Walls
    • Pi Interactive（Brandlah）

第7章 DooH 市場未來展望

簡介目錄
Product Code: 91570

The South East Asia Digital Out-of-Home Market size is estimated at USD 684.93 billion in 2025, and is expected to reach USD 897.72 billion by 2030, at a CAGR of 5.56% during the forecast period (2025-2030).

South East Asia Digital Out-of-Home (DooH) - Market - IMG1

DooH advertising is out-of-home advertising that is powered by digital signage technologies. These technologies use AI and analytics to help marketers get the right message to the right people at the right time.

Key Highlights

  • The offline advertising business is slowly adopting new technologies, like geofencing and beacons, which make tracking and customization possible in ways that weren't possible before. This is helping the market grow significantly.
  • DooH is being used in the right places for many reasons, such as how easy it is to manage, how quickly it can be changed, how cheap it is, how well it can target a market, and more. Advertisers and marketers can use DooH to send multiple pieces of information to a network of devices and connect to these devices remotely to update their content. Government restrictions on offline shopping due to the COVID-19 pandemic caused a big loss for the DooH advertising business.
  • DooH allows sellers in the region to modify the displays and communications more rapidly and allows the information to reach potential buyers at a lower cost and with better effectiveness. Additionally, it is simpler to manage than conventional advertisements. Digital signs provide up-to-the-minute details on products and accessibility, interactive information, and visually appealing images and videos.
  • Smart city projects use different kinds of digital displays to make sure the city runs smoothly, and every digital display can be used to make money from ads. Digital signage technology assists in capitalizing on these prospects. From small interactive kiosk screens to large-format digital billboards, systems deliver the computing performance, high-quality graphics, and connectivity needed to make an impression and the analytics needed to disclose critical information.
  • Furthermore, the region has been witnessing expansions from global companies, as they offer lucrative opportunities to the solution providers for development and growth. For instance, during the InfoComm Asia 2023 event, Samsung partnered with regional companies to showcase the latest professional audio-visual technology for businesses returning to the office, as well as customers seeking engaging interactions with companies.
  • User engagement with DooH is difficult to quantify because counting exact DooH impressions is impossible. While vendors can predict traffic near a specific outdoor ad using smartphone location data, it may not be an exact count, and it does not include the integration of face recognition to establish people's gender and age who have already seen the advertisements, which makes the implementation more complex and hinders the market's growth.
  • Even though the pandemic helped news publishers get more traffic and increase the value of their digital inventory, programmatic CPM fell because of concerns about brand safety in COVID-19 content.

South East Asia Digital Out-of-Home (DooH) Market Trends

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, DooH 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; and 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, which creates 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 market studied, 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.
  • In December 2023, Location Media Xchange (LMX) and DOmedia formed a partnership to provide more than 15,000 OOH (out-of-home) advertising assets for purchase online through BillboardsIn.com, the most widely used local OOH ad marketplace in the world. Advertisers can now plan and purchase local ad campaigns across Singapore, Malaysia, Indonesia, Thailand, the Philippines, Vietnam, and India.

Malaysia to Witness Major Growth

  • The Malaysian 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 the ooH market's 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 December 2023, Vistar Media and Big Tree announced a partnership to bring a variety of premium digital screens to advertisers throughout Malaysia. Vistar Media is a global provider of programmatic technology for digital out-of-home (DooH), while Big Tree is a Malaysian out-of-home (ooH) advertising solutions provider. Through their collaboration, Vistar can effortlessly connect advertisers from around the world to Big Tree's network of 30 digital venues, which include outdoor billboards, retail shopping malls, and transit train stations.
  • 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, and automotive.
  • 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. 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.

South East Asia Digital Out-of-Home (DooH) Industry Overview

The Southeast Asian digital out-of-home (DooH) market is fragmented, with the presence of a few major companies. The companies continuously invest in strategic partnerships and product developments to gain market share.

April 2024: Plan B Media, a prominent provider of out-of-home (OOH) media services in Thailand and other Southeast Asian markets, partnered with Vistar Media, a leading programmatic solutions provider, to enhance the digital out-of-home (DOOH) advertising landscape in Thailand and Singapore. The collaboration aims to bring seamless programmatic solutions to the region's DooH advertising industry.

October 2023: Hivestack, the world's leading independent programmatic DooH ad tech company, expanded its presence in Thailand by partnering with UpMedia, a local media owner that specializes in elevator screens.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumption and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
    • 4.2.2 High Demand from Commercial Segment
  • 4.3 Market Challenges
    • 4.3.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost and Market Fragmentation
  • 4.4 Key Global Cues Expected to Find their Way into the SEA DooH Market
  • 4.5 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.5.1 Bargaining Power of Suppliers
    • 4.5.2 Bargaining Power of Buyers
    • 4.5.3 Threat of New Entrants
    • 4.5.4 Threat of Substitutes
    • 4.5.5 Intensity of Competitive Rivalry
  • 4.6 Industry Ecosystem Analysis
  • 4.7 Impact of COVID-19 on the DooH Market

5 SOUTH EAST ASIA DooH MARKET LANDSCAPE

  • 5.1 Malaysia DooH Market Landscape
    • 5.1.1 Malaysia OoH Market
    • 5.1.2 Malaysia DooH Market
    • 5.1.3 Segmentation by Application
  • 5.2 Singapore DooH Market Landscape
    • 5.2.1 Singapore OoH Market
    • 5.2.2 Singapore DooH Market
    • 5.2.3 Segmentation by Application
  • 5.3 Thailand DooH Market Landscape
    • 5.3.1 Thailand OoH Market
    • 5.3.2 Thailand DooH Market
    • 5.3.3 Segmentation by Application
  • 5.4 Indonesia DooH Market Landscape
    • 5.4.1 Indonesia OoH Market
    • 5.4.2 Indonesia DooH Market
    • 5.4.3 Segmentation by Application
  • 5.5 Philippines DooH Market Landscape
    • 5.5.1 Philippines OoH Market
    • 5.5.2 Philippines DooH Market
    • 5.5.3 Segmentation by Application
  • 5.6 Vietnam DooH Market Landscape
    • 5.6.1 Vietnam OoH Market
    • 5.6.2 Vietnam DooH Market
    • 5.6.3 Segmentation by Application

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 JCDecaux Singapore Pte Ltd
    • 6.1.2 Clear Channel Singapore Pte Ltd
    • 6.1.3 Ooh!Media Digital PTY Limited
    • 6.1.4 Hivestack Inc.
    • 6.1.5 Moove Media Pte Ltd
    • 6.1.6 SPHMBO (Singapore Press Holding Ltd)
    • 6.1.7 Vistar Media
    • 6.1.8 Talon outdoor limited
    • 6.1.9 Mediatech Services Pte Ltd
    • 6.1.10 Daktronics Inc.
    • 6.1.11 Neosys Documail (S) Pte Ltd
    • 6.1.12 TAC Media Sdb Bhd
    • 6.1.13 Moving Walls
    • 6.1.14 Pi Interactive (Brandlah)

7 FUTURE DooH MARKET OUTLOOK