Southeast Asia Advertising Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Southeast Asia Advertising Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Southeast Asia advertising market is expected to witness a CAGR of 15.29% during the forecast period 2021-2026.

The COVID-19 pandemic may have reduced the ad spends in the short term, but it would make companies look into unexplored areas of ads and marketing in the future. Even during the lockdown, many organizations tried to reach their audience using online ads and marketing tools. The post-Covid-19 consumer is indoors and available on online mediums, making the paradigm shift in marketing strategy a must for businesses, small and big.

Key Highlights

• The increasing complexity around online advertising, coupled with the premium pricing charged for ad blockers, marketing, and advertising companies are looking for alternative solutions that may enable them to display their advertisements or messages. This presents the advertising market with a lucrative opportunity to boost its adoption over the forecast period.
• Mobile location marketing is gaining traction, as it enables billboard owners to offer more informed choices regarding ad placements to the companies wanting to place the ad. This is anticipated to increase the adoption of DOOH over the forecast period.
• With printed signage still holding a significant market share, DOOH provided advertisers a potential opportunity to display more dynamic creative and custom triggers. For instance, if the traffic is congested, viewers may have time to read a 150 words advertisement. However, in free-flowing traffic, they may not get to read even 10 words.
• Post-COVID-19, a shift in the advertising budget from traditional marketing, such as print and ATL, to digital and mobile marketing is expected. It is the means to reach the end-user consuming content primarily on the laptop, smartphone, or TV. Ad spends on news, and social chatting platforms, streaming TV, music, and games are increasing in the current period.

Key Market TrendsBillboard is Expected to have Significant Growth Rate

• The Asia-Pacific region accounts for the largest population. With the growing urban population and increased purchasing power, Asia-Pacific is considered one of the largest markets for digital OOH.
• Tommy, a creative agency, launched a new digital out-of-home division to help brands create interactive work while changing the way screens are used, worldwide. The new division is known as OOHTommy, and it is expected to display work from Tommy Labs, a digital laboratory, where the agency tests, trials, and innovates for clients. It is expected to be launched in the Asia-Pacific region by Tommy.
• Asia's first unified online OOH platform allows media buyers to plan and place advertising across thousands of billboards in the Asian outdoor media market and accurately measures target audience viewership, by linking over 2,000 digital billboards in five nations.
• According to Moving Walls, a data and technology-led media company, 28 media owners of over 2,000 digital billboards in five Asian countries agreed to trade their inventory on the moving audience platform.

Transit Application is Expected to Hold the Highest Market Share

• The increasing demand for digital content and information, which are relevant to travelers, has led to interactive ads through different modes of advertisements, such as Kiosks, billboards, and Signboards, at the platform that accounts for a significant share of growth in transportation media revenues.
• Due to this, there has been a shift in consumer behavior in terms of customer engagement across all the modes of transportation, thereby, strategically building their 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 an ideal environment for advertising, particularly for top-tier and luxury brands. Airports are under pressure to figure out ways to generate more revenue. Converting static displays, like posters to digital displays, allow airports to utilize the same space to sell to multiple advertisers, instead of just one. That multiplies the amount of revenue exponentially. Additionally, airports can share the cost burden of upgrading to new advertising technologies by bringing in advertising partners.
• The initial setup cost of the digital screen is much higher than that of print signage, which is likely to pose a challenge for the market in the future.

Competitive Landscape

The Southeast Asia advertising market is competitive and fragmented and consists of a significant number of global and regional players. These players account for a considerable share in the market and focus on expanding their client base, worldwide. These players focus on R&D activities, strategic alliances, and other organic and inorganic growth strategies to stay in the market landscape over the forecast period.

• December 2020 - TRAX Platform, an independent advertising technology company transforming OOH transactions, announced a partnership with Vistar Media, one of the leading global providers of software for digital out-of-home. This new partnership is expected to enable buyers in the Southeast Asian markets to plan and purchase traditional and digital out-of-home (OOH) inventory.

Additional Benefits:

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

Companies Mentioned
 
JCDecaux Singapore Pte Ltd
Clear Channel Singapore Pte Ltd
OOH Media(MediacorpPte Ltd)
XCO Media (SMRT Experience Pte Ltd)
Moove Media Pte Ltd
SPHMBO (Singapore Press Holding Ltd)
Cornerstone Financial Holding Ltd
Golden Village
Mediatech Services Pte Ltd
ActMedia Singapore Pte Ltd
Spectrum Outdoor SdnBhd
TAC Media SdbBhd
Moving Walls

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