South East Asia Advertising Market Size (2024 - 2029)

Southeast Asia Advertising Market Analysis

The South East Asia Advertising Market size is estimated at USD 24.59 billion in 2024, and is expected to reach USD 50.12 billion by 2029, growing at a CAGR of 15.30% during the forecast period (2024-2029).

With the increasing complexity of online advertising and 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 DOOH market with a lucrative opportunity, which may boost its adoption over the forecast period.

• Southeast Asia represents some of the most significant growth regions for advertising. Out-of-home advertising (OOH) has weathered the digital revolution better than other legacy media formats. Therefore, it is one of the few traditional media segments to increase advertising revenue consistently.
• The Southeast Asian region is also faring well in terms of Digital Out of Home (DOOH) advertising. For instance, the Philippines is expected to see some of the highest digital growth over the next five years, stimulated by the attention of global ad-tech firms, such as Rubicon Project and Dataxu, both of which have made deals with DOOH provider, Aircast, to provide programmatic trading of inventory.
• Programmatic digital OOH is in the infancy stage in Southeast Asia. Vendors are still trying to figure out the complexity of making their inventory available programmatically. Domestic market regulations are a major factor in the penetration of DOOH in Southeast Asia.
• For instance, Singapore has very strict regulations for the OOH market in content and location. There is very limited availability of billboards, so advertisers must ensure their content complies with the shared values of Singapore's society and are not denigrating competitors. In Malaysia, all OOH creative content must be submitted for pre-approval to authorities to ensure they comply with guidelines.

Southeast Asia Advertising Industry Segmentation

The study focuses on the current market dynamics in the Southeast Asian advertising industry. The key metrics captured in the study include advertising spending, the share of advertising spending per medium, the OOH market and DOOH market dynamics, and forecasts. The impact of COVID-19 on the DOOH industry is also analyzed in the market estimation and future projections. The disrupting factors impacting the market's growth in the near future have also been covered in the study.

The Southeast Asian advertising market is segmented by advertising spend by medium (television, newspaper, magazine, radio), DOOH segmentation by application (billboard, transit, street furniture, malls), and country. The report offers market forecasts and size in value (USD) for all the above segments.