Asia Pacific Digital-Out-of-Home (DOOH) Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Asia Pacific Digital-Out-of-Home (DOOH) Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Asia Pacific Digital-Out-of-Home (DOOH) Market is expected to register a CAGR of 18.14% over the forecast period from 2021 - 2026. The Asia-Pacific has the largest population among all the regions. With a rise in the urban population and increased purchasing power, Asia-Pacific is considered one of the largest markets for the Digital OOH. The developed infrastructure of the region plays a significant role in the development of the Digital OOH market. Moreover, the region is dominated by various local players, like Shanghai Media Group and Times Internet, while significant players, like JCDecaux, also have considerable market share in this region. Brands using DOOH could utilize the benefits of digital display advertising such as data-driven targeting, measurement, and the flexibility to set creative mid-campaign based on performance and the assurance of viewability non-fraudulent traffic.

Key Highlights

• In August 2019, Xaxis, the outcome media company, and GroupM's advanced programmatic arm, in partnership with Mediacom Malaysia, announced pioneering digital out-of-home (DOOH) campaign, which showcased real-time audience targeting and measurement capabilities for advertising. The campaign ran for less than two months on DOOH channels, witnessed more than 5.4 million people, and was a significant factor for driving over 1,300 store visits across seven Domino's Pizza outlets, a 10% increase in-store footfall. DOOH ads were tailored to audiences in real-time based on variables, including vehicle type, traffic, and weather conditions.
• In July 2019, Rubicon Project announced digital out-of-home (DOOH) partnerships with Lemma Technologies in India and Aircast in the Philippines. GroupM selected Veridooh's SmartCreative technology to measure digital OOH campaigns in Australia. Rubicon Project said its new partnerships allow advertisers to reach more than 20,000 premium targeted DOOH screens across the region. Aircast, which partnered with Dataxu, claims to reach 120,000 viewers across universities, fitness centers, clinics, and restaurants. Its screens offer free WiFi services for mobile users, which increases the time spent near ads and provides data for analyzing cross-device user behavior and targeting.
• With many regions worldwide lifting pandemic lockdowns, DOOH advertising is due for a comeback as stores gradually reopen, and people travel more freely after being stuck indoors. According to data cited by JCDecaux, combining DOOH and mobile advertising is 2.5 times more effective at driving store traffic than campaigns on either channel separately​. JCDecaux​ has experienced the adverse effects of the coronavirus pandemic, with a record 14% drop in revenue in Q1 from a year earlier. Many countries in the region ordered people to stay at home and avoid unnecessary travel. The company's revenue from mass transit advertising plunged 24%, a significant reversal from the 25% growth it saw a year earlier.
• The outbreak of COVID-19 has halted digitization, but it has also opened doors for the introduction of new technologies and displays. Keeping public safety in mind, as people move towards more relaxed restrictions with social distancing and hygiene being the utmost priority, more smart utility-digital displays are likely to emerge out of this emergency in public places delivering safety guidelines equipped with facial-identity scanners, thermal detectors, automatic sanitizers, cue management platforms across congregation points such as retail, transit, hospitality, banking, and education sectors. This influx of DOOH-utility infrastructure could help boost the digitization drive in the region and create a new opportunity for the DOOH Industry.

Key Market TrendsTransit is Expected to Hold Major Share

• The rising demand for digital content and information relevant to travelers has led to interactive ads through a different mode of advertisements, such as Kiosks, billboards, and Signboards, at the platform that accounts for a significant share of growth in transportation media revenues. Owing to this, there has been a shift in consumer behavior in terms of customer engagement across various modes of transportation, thereby strategically building the brands in the customer mindset. This is expected to drive potential customers against the traditional media over the next three years.
• Among various transit environments, airports have proven themselves to be ideal for advertising, particularly for top-tier and luxury brands. Airports are under constant pressure to figure out ways to generate more and more revenue. Converting static displays like posters to digital displays allows airports to utilize the same space to sell to multiple advertisers. That multiplies the amount of income exponentially. Airports can also share the cost burden of upgrading to new advertising technologies by bringing in advertising partners.
• In January 2020, Times OOH has formed a deal with Moving Walls to deliver audience data-driven, automated media buying to significant media sites across Metro stations and airports in India. The technology will be featured in 263 airport media in Mumbai, domestic and international terminals, Trichy, Coimbatore, Indore, and 207 media across Mumbai Metro. The inventory will be available on, Moving Walls' planning, Moving Audiences, and a buying solution built to address certain aspects of outdoor advertising while integrating into other digital media buying options. Transit OOH is among the fastest-growing advertising industries in India.
• The lockdown prompted by the spread of COVID-19 in Asia-Pacific has brought the RA-OOH (Railway Audio Advertising) to a standstill. Major public modes of transport have been restricted in the region, and significant transit OOH mediums such as bus stands will go unnoticed during this period. The lockdown has taken a hit on several media industries, and OOH properties have been hit significantly. RA- OOH advertising has a cluster of consumer touchpoints and is one of the most budget-effective and innovative and techniques to reach the mass hyper-local target audience. Due to the lockdown, the touchpoints have been disrupted. According to Laqshya Media Group, the current scenario of the corona outbreak has impacted Transit OOH and anticipated a 10-12% loss in this medium's annual billings.

China is Expected to Hold Major Share

• According to Doohken Network, the China OOH market is around USD 9 billion, of which between 25% and 30% is what could be called digital. Digital screens and spends are increasing at a faster rate due to multiple factors. Some are as basic as more availability of cheaper, higher-quality screens, while advertisers want better audience engagement and impact from their creative messages, plus the introduction of new technologies. Another key driver is that most video advertising is now in shorter lengths, even 3-5 seconds, so the video can now work effectively on digital screens to build reach for mass media campaigns. It is expected that over the next years, Digital Outdoor spend will grow significantly while static outdoor, except for large format billboard ads, will decline in China.
• In March 2020, Clear Channel said it had sold its business in China for USD 253 million as it pulled its guidance and announced cost-cutting plans to fight the coronavirus crisis. The outdoor advertising group announced that it will sell its 51% stake in subsidiary Clear Media to Ever Harmonic, a consortium of investors including Clear Media boss Han Zi Jing and rival ad firm JC Decaux. Clear Channel said it would use the revenue of the sale to improve its liquidity position and increase its financial flexibility. It came as the company, which operates 460,000 print and digital billboards, withdrew its full-year guidance and unveiled significant cost-cutting measures as the global pandemic hits footfall as its sites.
• With the outbreak of COVID-19, several brands across China have put a temporary hold on DOOH ads, but screens haven’t gone dark altogether. Though some media owners have taken their networks offline, other players have transitioned their display screens into an information source for the public, with measures that remind people to keep their distance, wash their hands frequently, and provide essential updates. Networks screens in residential elevators have also remained incredibly active, sharing Public Service Announcements, and ads for learning and education apps, and local restaurants offering takeout. China is starting to see more DOOH campaigns emerge as lockdown measures relax, and more people venture outside. Media owners in China are just beginning to report a steady uptick in campaign bookings for May and June.
• In April 2020, the outlook for DOOH in China has grown positively, as demand is gaining significant traction. For instance, Oriental Sunrise Media Group powered up their screens after taking them offline during the COVID-19 peak here and has seen the number of campaign bookings rise quickly. Another primary media owner in China specializing in roadside signage also told us last week that they just signed three new customers for May, while Focus Media recently reported selling out of inventory from May through June. Business owners across industries across China and are now seriously re-evaluating how they can embrace automation. This applies to nearly every market, including DOOH, and programmatic is quickly being discussed as a solution.

Competitive Landscape

The Asia Pacific Digital-Out-of-Home (DOOH) Market is highly fragmented. It comprises several extensive outdoor advertising and media companies with operations in multiple markets, as well as the smaller, local companies operating a limited number of structures in one or a few of the local markets. Some of the major players in the market include JCDecaux Group, Clear Channel Outdoor Holdings Inc., BroadSign International LLC, Outfront Media Inc., etc.

• June 2020 - JCDecaux teamed with mobile advertising firm S4M to let advertisers run campaigns that drive foot traffic to stores. The collaboration combines out-of-home (OOH) and mobile advertising to reach on-the-go consumers and measure the effectiveness of campaigns on store visits as locations slowly reopen amid the coronavirus pandemic. JCDecaux​ and S4M started to offer these services in Singapore.
• January 2020 - Broadsign and cross-border dynamic outdoor advertising platform TPS Engage announced the integration of the Broadsign Reach supply-side-platform (SSP) and the TPS Engage demand-side platform (DSP). The new partnership extends the global digital screen inventory programmatically available via TPS Engage’s DSP. It helps media buyers automate contextual ad purchases that target the right audience at the right time and place.

Additional Benefits:

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

Companies Mentioned
 
JCDecaux Group
Clear Channel Outdoor Holdings Inc.
BroadSign International LLC
Outfront Media Inc.
Daktronics Inc.
Talon Outdoor Ltd
oOh!media Limited
The Times Group
Eye Media LLC

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