The Largest DOOH Market: Asia Pacific Market Analysis

Asia Pacific digital outdoor market analysis

The DOOH market size in Asia Pacific is expected to grow from US$17.14 billion in 2023 to US$30.67 billion in 2028, with a compound annual growth rate of 12.34% during the forecast period (2023-2028). Asia Pacific has the largest population of all regions. With increasing urban population and increasing purchasing power, Asia Pacific is considered to be one of the largest markets for digital out-of-home advertising.

• The well-developed infrastructure in the region plays an important role in developing the digital outdoor advertising market. Furthermore, the region is dominated by various local players such as Shanghai Media Group and Times Internet, while important players such as JCDecaux also hold a sizable market share in the region. Brands using DOOH can take advantage of the benefits of digital display advertising, such as data-driven targeting, measurement, and the flexibility to set up creatives based on performance with guaranteed viewability and non-fraudulent traffic.

• The world's largest middle class, rapid infrastructure growth, accelerating digitization and sprawling metropolises are among the digital screen salient factors. Countries such as Thailand, Malaysia and the Philippines are automating outdoor spaces relatively quickly due to market fragmentation, with many new digital players emerging in these markets.

• Various partnerships and acquisitions by vendors are being witnessed to strengthen their market position. For example, in June 2022, programmatic digital out-of-home advertising technology company Hivestack expanded its partnership with Asiaray Media Group Ltd. with a strategic focus on large-scale transportation advertising media management, including subway lines, airports and high-speed rail lines.

• Furthermore, various initiatives launched by market players have further boosted the growth of the DOOH market. For example, in September 2022, The Times of India launched a DOOH campaign in partnership with New York Times Outdoor Advertising. The campaign aims to convey various stories about India, using a range of interesting images to evoke the audience to think about and understand the unique aspects of India.

According to China's outdoor advertising market is approximately US$9 billion, of which 25% to 30% is the digital market. Digital screens and spending are growing faster due to a number of factors. Some are basic, such as cheaper, higher quality screens, coupled with the introduction of new technologies as advertisers want better audience engagement and impact for their creative messages.

Digital Out-of-Home (DOOH) is a marketing channel where promotional media is displayed dynamically and digitally in indoor/outdoor public areas. In other words, it combines offline outdoor advertising with digital elements. This trend in digital outdoor advertising makes it dominate traditional offline outdoor advertising.