Hong Kong OOH And DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 628.20 Million |
| Market Size (2029) | USD 826 Million |
| CAGR (2024 - 2029) | 5.63 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Hong Kong OOH And DOOH Market Analysis
The Hong Kong OOH And DOOH Market size is estimated at USD 628.20 million in 2024, and is expected to reach USD 826 million by 2029, growing at a CAGR of 5.63% during the forecast period (2024-2029).
- DOOH (digital out-of-home) advertising transcends traditional OOH advertising in several ways. It offers higher engagement, precise targeting, and enhanced measurability.
- DOOH ads have a significant advantage as they can be easily and frequently updated. Moreover, advertisers are increasingly choosing strategic placements, extending beyond conventional billboards to include airports, malls, metro stations, and bus stops. This deliberate positioning ensures a wide and diverse audience reach.
- Emerging technologies, especially artificial intelligence (AI) and machine learning (ML), are expected to significantly accelerate the growth of DOOH advertising. AI and ML improve the targeting and personalization of DOOH ads, enhance the measurement and attribution of DOOH campaigns, and facilitate the creation of more engaging and innovative DOOH advertisements.
- The vibrant urban landscape of Hong Kong positions it as a key market for digital out-of-home advertising. In Hong Kong, a significant number of DOOH displays have evolved to engage with mobile devices, leveraging QR codes and NFC technology. This integration enhances the advertising experience, offering a more personalized and immersive touch. According to the Central Intelligence Agency (CIA), in 2023, Hong Kong witnessed 100% urbanization. This creates a captive audience for outdoor advertisements in the country.
- Furthermore, major international companies are introducing advanced out-of-home (OOH) solutions in Hong Kong to meet the increasing demand. For instance, JCDecaux Cityscape introduced its programmatic digital out-of-home (prDOOH) service in the Central Business Districts of Hong Kong. This offering spans its more than 60 Premium Digital Frames. The company has won the Best Programmatic DOOH Media award at MARKETING-INTERACTIVE’s Spark Awards 2022, solidifying JCDecaux Cityscape's standing as a major DOOH media provider in Hong Kong.
- However, adapting to evolving consumer behavior poses a major challenge for DOOH advertisers. They grapple with effectively engaging their target audiences and encounter difficulties in precisely tracking and evaluating campaign performance. This encompasses attributing ROI to specific DOOH campaigns and assessing their impact on consumer behavior.
Hong Kong OOH And DOOH Market Trends
Ongoing Shift Toward Digital Advertising Expected to Boost Market Growth
- The advent of digitalization and the adoption of programmatic technologies have revolutionized outdoor media, offering sophisticated targeting and measurement tools previously unattainable. Digital out-of-home (OOH) ads seamlessly blend into users' daily routines, presenting brands with a unique opportunity to engage their target audiences unobtrusively.
- The "Hong Kong Enterprise Digitalization Index Survey," released in October 2023 by the HKPC Digital Transformation, unveiled that Hong Kong's overall enterprise digitalization index is at 35.9, marking it as a "Basic" level. This suggests that while Hong Kong enterprises recognize the significance of digitalization, their adoption is still in its early stages.
- Notably, as AI gains traction, 30% of the surveyed enterprises have already integrated AI into their operations. Projections indicate this figure could jump by 20 percentage points, nearing 50% by the following year, underlining the swift mainstream adoption of AI in operational frameworks. Embracing AI can empower the DOOH industry to enhance efficiency, accuracy, and overall effectiveness, leading to more impactful and engaging advertising experiences.
- As the mobile user base expands, integrating mobile devices into DOOH advertising becomes increasingly pivotal. A straightforward method to achieve this integration is by incorporating QR codes. Consumers can scan these codes to access comprehensive information swiftly. This interactive approach not only engages the audience but also enhances personalization, leading to improved conversion rates and brand recall.
Retail and Consumer Goods Sector to Witness Major Growth
- Local businesses in Hong Kong are grappling with heightened competition, a direct result of the retail sector's digital metamorphosis and the proliferation of digital touchpoints for consumer engagement. To distinguish themselves, these businesses are compelled to not just innovate but also fine-tune their digital approaches. As e-commerce gains further ground, brick-and-mortar retailers find themselves increasingly reliant on DOOH strategies. This shift is imperative as they navigate the competitive landscape, not only against online-exclusive enterprises but also in the offline realm.
- In 2023, Hong Kong's total retail sales value, as reported by the Census and Statistics Department, surged to around HKD 406.7 billion (~USD 52.17 billion), marking a significant increase from the approximately HKD 350 billion (~USD 44.90 billiob) recorded in the preceding year.
- According to the Central Intelligence Agency (CIA), in 2023, the urban population of Hong Kong was 100 %. In such a competitive market, it is imperative to stand out. Brands that offer immersive advertising experiences not only grab attention but also spark conversations. This strategy not only forges a distinct brand identity but also showcases the brand as a pioneer in innovation.
- In March 2023, Hivestack, an independent player in programmatic digital out-of-home (DOOH) advertising technology, partnered with Focus Media Hong Kong Limited, a key player in the Hong Kong DOOH landscape. Through this partnership, both local and international advertisers gain privileged entry to Focus Media Hong Kong's extensive array of digital panels and billboards.
Hong Kong OOH And DOOH Industry Overview
The out-of-home (OOH) and digital-out-of-home (DOOH) market in Hong Kong is 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 local markets. Some of the major players in the market include JCDecaux, Hivestack, Asiaray Media Group Limited, and Cody Outdoor International (Hong Kong) Limited, among others.
- February 2024: JCDecaux, a prominent global outdoor advertising firm, introduced a groundbreaking initiative: the world's first-ever global airport programmatic DOOH offer. With a vast reach, this programmatic offer grants brands and agencies exposure to an audience of over 70 million monthly passengers and a staggering 2 billion impressions. These impressions are spread across JCDecaux's network of 3,000 screens, prominently featured in major airports worldwide, including Hong Kong.
- February 2024: Hivestack by Perion, a global company in programmatic digital out-of-home (DOOH) advertising technology, partnered with Midland Realty, a real estate agency in Hong Kong. Through this partnership, Hivestack's supply-side platform (SSP) will integrate DOOH screens in over 50 Midland Realty branches located in commercial and residential areas across Hong Kong Island, Kowloon, and the New Territories. These screens will be available for programmatic ad purchases via Private Marketplace (PMP) and Open Exchange.
Hong Kong OOH And DOOH Market Leaders
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JCDecaux SE
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Hivestack
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Asiaray Media Group Limited
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Cody Outdoor International (Hong Kong) Limited
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POADmedia Limited
*Disclaimer: Major Players sorted in no particular order
Hong Kong OOH And DOOH Market News
- January 2024: Bravo Media, an out-of-home media agency based in Hong Kong, is responding to the surging demand for digital formats by unveiling new digital ventures. These include digital pillar zones at MTR East Tsim Sha Tsui station and a dynamic digital impact zone at Admiralty station. This strategic move not only signifies a significant contract win for Bravo Media but also underlines its growing dominance in Hong Kong's out-of-home advertising landscape.
- September 2023: KFC Hong Kong partnered with Edelman Hong Kong to launch a series of engaging billboards throughout the city. The displays are designed to capture the attention of onlookers, marking the introduction of their new product, "FING FING Cajun Chips."
Hong Kong OOH And DOOH Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
- 4.1 Market Overview
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4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Competitive Rivalry within the Industry
- 4.2.5 Threat of Substitutes
- 4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising
- 5.1.2 Increasing Use of Recommendation Engines
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5.2 Market Restraints
- 5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
- 5.3 Market Opportunities
- 5.4 Industry Regulatory Landscape and Policy Developments
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5.5 Key Technological Innovations
- 5.5.1 Innovations to Assess Audience Measurement and Analytics
- 5.5.2 Indication on Available Units (Spaces) in the Country (Based on Availability)
- 5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
- 5.5.4 Use of Digital Signage Screens for Advertisement in the Country
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
- 5.7 Overall Positioning of OOH and DOOH Spending amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
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6.1 By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
- 6.1.1 Static (Traditional) OOH
- 6.1.2 Digital OOH (LED Screens)
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Others
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6.2 By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
- 6.2.1 Billboard
- 6.2.2 Transportation (Transit)
- 6.2.2.1 Airports
- 6.2.2.2 Others (Buses, etc.)
- 6.2.3 Street Furniture
- 6.2.4 Other Place-Based Media
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6.3 By End-User Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
- 6.3.1 Automotive
- 6.3.2 Retail and Consumer Goods
- 6.3.3 Healthcare
- 6.3.4 BFSI
- 6.3.5 Other End Users
7. COMPETITIVE LANDSCAPE* (Business Overview | Solution Portfolio | Financials | Business Strategy And Recent Developments)
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7.1 Company Profiles
- 7.1.1 JCDecaux SE
- 7.1.2 Hivestack
- 7.1.3 Asiaray Media Group Limited
- 7.1.4 Cody Outdoor International (Hong Kong) Limited
- 7.1.5 XGD Media Limited
- 7.1.6 Dentsu
- 7.1.7 POADmedia Limited
- 7.1.8 VIOOH
- 7.1.9 Vistar Media
- 7.1.10 Displayforce
- *List Not Exhaustive
8. FUTURE OUTLOOK
** Subject To AvailablityHong Kong OOH And DOOH Industry Segmentation
Digital out-of-home (DOOH) advertising refers to dynamic, digital ads displayed in both indoor and outdoor public spaces. Essentially, it merges digital elements with conventional out-of-home advertising. This shift toward digital OOH has overtaken traditional offline out-of-home advertising.
The OOH and DOOH market in Hong Kong is segmented by type (static [traditional] OOH and digital OOH [programmatic OOH and other DOOH types]), application (billboards, transportation [airports and others (buses, etc.)], street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end users). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Others | ||
| By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | Billboard | |
| Transportation (Transit) | Airports | |
| Others (Buses, etc.) | ||
| Street Furniture | ||
| Other Place-Based Media | ||
| By End-User Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| Other End Users |
Hong Kong OOH And DOOH Market Research FAQs
How big is the Hong Kong OOH And DOOH Market?
The Hong Kong OOH And DOOH Market size is expected to reach USD 628.20 million in 2024 and grow at a CAGR of 5.63% to reach USD 826 million by 2029.
What is the current Hong Kong OOH And DOOH Market size?
In 2024, the Hong Kong OOH And DOOH Market size is expected to reach USD 628.20 million.
Who are the key players in Hong Kong OOH And DOOH Market?
JCDecaux SE, Hivestack, Asiaray Media Group Limited, Cody Outdoor International (Hong Kong) Limited and POADmedia Limited are the major companies operating in the Hong Kong OOH And DOOH Market.
What years does this Hong Kong OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Hong Kong OOH And DOOH Market size was estimated at USD 592.83 million. The report covers the Hong Kong OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Hong Kong OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Hong Kong OOH And DOOH Industry Report
Statistics for the 2024 Hong Kong OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Hong Kong OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
