Malaysia OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 202.53 Million |
| Market Size (2029) | USD 271.80 Million |
| CAGR (2024 - 2029) | 6.06 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Malaysia OOH and DOOH Market Analysis
The Malaysia OOH And DOOH Market size is estimated at USD 202.53 million in 2024, and is expected to reach USD 271.80 million by 2029, growing at a CAGR of 6.06% during the forecast period (2024-2029).
- Many companies are currently focusing on digital transformation and are shifting from traditional billboards to digital screens, creating opportunities for more dynamic and interactive advertising campaigns. Digital screens can display multiple advertisements and provide real-time updates, driving the market for OOH and DOOH in Malaysia.
- Several industry players are investing in innovation for out-of-home (OOH) and digital out-of-home (DOOH) campaigns to foster creativity. Notably, GroupM and Moving Walls have forged a strategic alliance to revolutionize DOOH advertising in Malaysia. This collaboration empowered GroupM's agencies (Mindshare, m/Six, MediaCom, and Wavemaker) to harness Moving Audiences Plus. This solution utilizes audience data, which facilitates planning, purchasing, measuring, and verifying ad plays, with the capability to engage all interconnected DOOH screens nationwide.
- The development of smart cities in Malaysia is providing new avenues for OOH and DOOH advertising. Smart city infrastructure, such as digital kiosks and smart transit systems, offers innovative advertising opportunities. For instance, in line with Malaysia's vision of 'Malaysia Madani,' the government prioritizes sustainability and green initiatives to transition the Federal Territories into smart cities by 2030.
- Setting up digital billboards and other DOOH infrastructure requires significant upfront costs in renting space, maintenance, installation, and removal, which contribute to the major costs. The high cost involved is a barrier for small organizations to enter the market. Moreover, Malaysia strictly prohibits advertisements in OOH spaces that feature offensive or inappropriate language. OOH advertising in Malaysia bans ads that make exaggerated or unrealistic claims. These regulations, along with several others, might limit the reach and effectiveness of campaigns, thus restricting the market’s growth.
- After the COVID-19 pandemic, there is a growing emphasis on using data and analytics to optimize OOH and DOOH campaigns. The growing trend toward innovative and interactive content helps in consumer engagement and facilitates achieving a better return on investment for the products and services offered.
Malaysia OOH and DOOH Market Trends
Billboards to Drive the Market
- As Malaysia continues to urbanize, there are increasing opportunities for billboard placements in rapidly developing urban centers. New infrastructure projects, including highways, commercial zones, and residential developments, provide prime locations for billboards.
- Malaysia’s status as a popular tourist destination offers opportunities for advertisers to target international visitors. Billboards in airports, tourist attractions, and major city centers can effectively reach this audience. According to Tourism Malaysia, Malaysia aims to welcome 27.3 million international tourists, targeting a tourism revenue target of USD 21.9 Billion (MYR 102.7 billion) in 2024. To achieve this, Malaysia is leveraging B2B sessions, seminars, and networking events, with a strategic focus on niche segments like edu-tourism, shopping, and halal food. These efforts are part of Malaysia's broader strategy to position itself as a top choice for family-friendly vacations.
- Malaysia is known for its tourism, thus many advertisers can create custom campaigns targeting tourist segments such as luxury travelers, adventure seekers, or family vacationers. Ads can be targeted to highlight local attractions, events, and services. This localized approach can increase the relevance and impact of advertisements. Moreover, data from Tourism Malaysia recorded 20.14 million visitors in 2023, which was double that of 10.07 million the year before.
- Many market players operating in the country are making advances in digital technology to enable more dynamic and interactive content on digital billboards. This can include real-time updates, interactive elements, and integration with mobile and social media platforms. For instance, in January 2023, myTukar, a player in the Malaysian used car ecosystem, in partnership with Carro, unveiled its inaugural 3D OOH billboard in Kuala Lumpur's busy districts, at KLCC Junction. This innovative 3D OOH initiative was further reinforced by a strategic rollout across TV, digital, social media, and radio platforms. This enabled the company to create memorable visual experiences for customers and passersby alike and eventually helped in increasing company's revenue.
- Advertisers and billboard operators are increasingly adopting sustainable practices, such as using energy-efficient LED lighting, recyclable materials, and solar-powered billboards. This aligns with global sustainability trends and appeals to environmentally conscious consumers.
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Digital OOH to Witness Major Growth
- Digital out-of-home (DOOH) advertising in Malaysia is growing, propelled by technological advancements, urbanization, and evolving consumer behaviors. DOOH empowers advertisers with real-time updates and dynamic content shifts, facilitating the delivery of pertinent messages tailored to current events, weather, or audience demographics.
- For instance, in April 2023, KLIATV, Doohlabs, and Scotwell initiated collaborative efforts to enhance data-driven digital screen media in Malaysian airports. Seeking Scotwell's proficiency in advanced digital solutions, KLIATV also forged a partnership with Doohlabs, integrating their automated data-driven advertising platform. This collaboration empowers KLIATV to leverage passenger data, tailoring advertising and promotions for airport audiences.
- The demand for more innovative media in advertising is increasing among advertisers and brand owners around the country, thus positively impacting the growth of the OOH market. 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.
- Demand for advertising in the country is primarily fueled by the numerous advantages of DOOH campaigns. These campaigns facilitate high recall rates and cost-effectiveness, setting them apart from traditional advertising methods. Moreover, the innovative strategies by DOOH market vendors have led to enhanced personalization, precise targeting, and improved measurement metrics. As per data by the Malaysia Advertisers Association and GroupM, the forecasted total value of advertising expenditure is expected to reach USD 1.59 billion (MYR 7.49 billion) in 2024.
- Moreover, the expansion of the DOOH network into more urban and suburban areas, as well as new infrastructure projects, is expected to provide additional opportunities for advertisers. Continuous innovation in content creation, including the use of AI and machine learning for personalized ads, is also anticipated to drive growth and engagement in the DOOH sector.
Malaysia OOH and DOOH Industry Overview
Malaysia's OOH and DOOH market is competitive and fragmented in nature due to the presence of various significant players. Some key players are Big Tree Outdoor Sdn. Bhd., PowerScreen Sdn. Bhd., Redberry Sdn. Bhd., and Wow Media Sdn. Bhd., among others. Several key players in the market are constantly making efforts to bring advancements.
- December 2023: Vistar Media, a global provider of programmatic technology for digital out-of-home (DOOH) advertising, partnered with Big Tree, a prominent Malaysian out-of-home (OOH) advertising solutions provider. This collaboration aims to introduce a selection of high-end digital screens to advertisers nationwide. With this alliance, Vistar gains direct access to Big Tree's extensive network, comprising more than 30 digital venues in Malaysia, including outdoor billboards, retail malls, and transit stations.
- May 2023: Tropicana, in collaboration with its agency Publicis Media, partnered with The Trade Desk to craft an innovative campaign. The focus was on leveraging programmatic digital out-of-home (pDOOH) media to elevate the visibility of Tropicana Twister in Malaysia. Opting for pDOOH over traditional out-of-home (OOH) media, Tropicana aimed to capitalize on its unique ability to seamlessly launch campaigns across various programmatic channels, including DOOH. This approach allowed Tropicana to refine and optimize its campaigns in real time, guided by immediate audience insights.
Malaysia OOH and DOOH Market Leaders
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Big Tree Outdoor Sdn. Bhd.
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PowerScreen Sdn. Bhd
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Wow Media Sdn Bhd
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Brandavision Sdn. Bhd.
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JCDecaux
*Disclaimer: Major Players sorted in no particular order
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Malaysia OOH and DOOH Market News
- June 2024: The Outdoor Advertising Association of Malaysia (OAAM) launched Malaysia's first comprehensive audience measurement system for out-of-home (OOH) advertising to navigate the emerging challenges in outdoor advertising. This initiative aims to bolster the industry's sustainability and credibility. The pilot test for this measurement system began in July 2024, and full implementation is planned for 2025.
- December 2023: Unicom Marketing, an event management and DOOH company based in Kuala Lumpur and operating in Malaysia, Singapore, Vietnam, and Indonesia, partnered with Location Media Xchange (LMX), the supply-side arm of Moving Walls Group. This collaboration entails Unicom utilizing the LMX platform to enhance measurement and automation for its mobile LED truck screens.
- November 2023: foodpanda Malaysia unveiled its advanced Smart Rider Bags solution, a pioneering DOOH advertising platform. The introduction of Smart Rider Bags signified a significant leap for foodpanda's advertising suite, panda ads. It also exemplified its commitment to providing partners with scalable and programmatic DOOH advertising solutions. foodpanda planned to elevate panda ads further, ensuring brands and partners benefit from a comprehensive, omnichannel experience that seamlessly bridges the offline-online divide through multiple touchpoints.
Malaysia 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 and Consumer Behaviour Preference
- 4.2 Market Size Estimates and Forecasts for 2022-2029
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4.3 Industry Attractiveness - Porter's Five Forces Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Consumers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitutes
- 4.3.5 Intensity of Competitive Rivalry
- 4.4 Industry Ecosystem Analysis
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending On Smart City Projects
- 5.1.2 Increase in Air Traffic Owing to Growth in Tourism Industry Aided the Spending on Airport Advertisement
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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 Use of Digital Signage Screens for Advertisement in the Region
- 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, 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 Other DOOH Types
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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 Big Tree Outdoor Sdn. Bhd.
- 7.1.2 PowerScreen Sdn. Bhd.
- 7.1.3 Redberry Sdn. Bhd.
- 7.1.4 Hakuhodo Malaysia Sdn. Bhd.
- 7.1.5 Wow Media Sdn. Bhd.
- 7.1.6 Brandavision Sdn. Bhd.
- 7.1.7 AsiaPac Net Media Limited
- 7.1.8 JCDecaux
- 7.1.9 Trade Desk
8. FUTURE OUTLOOK
** Subject To Availablity**Subject to Availability
Malaysia OOH and DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit & transportation (advertising in and on vehicles used for public transportation), and place-based media (media at the point of sale). The scope of the study includes digital and static advertisements placed indoors and outdoors at shopping malls, airports, streets, and transit, among others. The commission and production costs of agencies are excluded from the scope of work.
The Malaysian OOH and DOOH market is segmented by type (static [traditional] OOH and digital OOH [programmatic OOH and others]), 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, 2022-2029 | Trends and Dynamics | Recent Developments) | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Other DOOH Types | ||
| 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 |
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Malaysia OOH and DOOH Market Research FAQs
How big is the Malaysia OOH And DOOH Market?
The Malaysia OOH And DOOH Market size is expected to reach USD 202.53 million in 2024 and grow at a CAGR of 6.06% to reach USD 271.80 million by 2029.
What is the current Malaysia OOH And DOOH Market size?
In 2024, the Malaysia OOH And DOOH Market size is expected to reach USD 202.53 million.
Who are the key players in Malaysia OOH And DOOH Market?
Big Tree Outdoor Sdn. Bhd., PowerScreen Sdn. Bhd, Wow Media Sdn Bhd, Brandavision Sdn. Bhd. and JCDecaux are the major companies operating in the Malaysia OOH And DOOH Market.
What years does this Malaysia OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Malaysia OOH And DOOH Market size was estimated at USD 190.26 million. The report covers the Malaysia OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Malaysia OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Malaysia OOH and DOOH Industry Report
Statistics for the 2024 Malaysia OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Malaysia 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.
Malaysia OOH and DOOH Market Report Snapshots
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