South East Asia Digital Out-of-Home (DooH) Market Size (2024 - 2029)

South East Asia Digital Out-of-Home (DooH) Market Analysis

The South East Asia Digital Out-of-Home Market size is estimated at USD 648.85 billion in 2024, and is expected to reach USD 850.44 billion by 2029, growing at a CAGR of 5.56% during the forecast period (2024-2029).

DooH advertising is out-of-home advertising that is powered by digital signage technologies. These technologies use AI and analytics to help marketers get the right message to the right people at the right time.

• The offline advertising business is slowly adopting new technologies, like geofencing and beacons, which make tracking and customization possible in ways that weren't possible before. This is helping the market grow significantly.
• DooH is being used in the right places for many reasons, such as how easy it is to manage, how quickly it can be changed, how cheap it is, how well it can target a market, and more. Advertisers and marketers can use DooH to send multiple pieces of information to a network of devices and connect to these devices remotely to update their content. Government restrictions on offline shopping due to the COVID-19 pandemic caused a big loss for the DooH advertising business.
• DooH allows sellers in the region to modify the displays and communications more rapidly and allows the information to reach potential buyers at a lower cost and with better effectiveness. Additionally, it is simpler to manage than conventional advertisements. Digital signs provide up-to-the-minute details on products and accessibility, interactive information, and visually appealing images and videos.
• Smart city projects use different kinds of digital displays to make sure the city runs smoothly, and every digital display can be used to make money from ads. Digital signage technology assists in capitalizing on these prospects. From small interactive kiosk screens to large-format digital billboards, systems deliver the computing performance, high-quality graphics, and connectivity needed to make an impression and the analytics needed to disclose critical information.
• Furthermore, the region has been witnessing expansions from global companies, as they offer lucrative opportunities to the solution providers for development and growth. For instance, during the InfoComm Asia 2023 event, Samsung partnered with regional companies to showcase the latest professional audio-visual technology for businesses returning to the office, as well as customers seeking engaging interactions with companies.
• User engagement with DooH is difficult to quantify because counting exact DooH impressions is impossible. While vendors can predict traffic near a specific outdoor ad using smartphone location data, it may not be an exact count, and it does not include the integration of face recognition to establish people's gender and age who have already seen the advertisements, which makes the implementation more complex and hinders the market's growth.
• Even though the pandemic helped news publishers get more traffic and increase the value of their digital inventory, programmatic CPM fell because of concerns about brand safety in COVID-19 content.

South East Asia Digital Out-of-Home (DooH) Industry Segmentation

Advertising that is shown dynamically and digitally in indoor and outdoor public spaces is known as digital out-of-home (DOOH) advertising. In other words, it involves combining traditional out-of-home advertising with digital components. The trend toward digital OOH now dominates traditional offline out-of-home advertising.

The Southeast Asia digital out-of-home (DooH) market is segmented by applications (billboard, transit, street furniture, and malls) across various Southeast Asian countries (Malaysia, Singapore, Thailand, Indonesia, the Philippines, and Vietnam). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.