South East Asia Advertising Market Size (2024 - 2029)

The Southeast Asia advertising market is poised for significant growth, with the region's market size expanding rapidly over the forecast period. This growth is particularly notable in the Out-of-Home (OOH) advertising sector, which has demonstrated resilience against the digital shift, maintaining a consistent increase in advertising revenue. The Digital Out of Home (DOOH) segment is also experiencing substantial development, driven by the interest of global ad-tech firms and the adoption of programmatic trading. However, the expansion of DOOH is influenced by domestic regulations, which vary across countries like Singapore and Malaysia, impacting the availability and content of advertising spaces.

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Market Size of South East Asia Advertising Industry

South East Asia Advertising Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Market Size (2024) USD 24.59 Billion
Market Size (2029) USD 50.12 Billion
CAGR (2024 - 2029) 15.30 %
Market Concentration Low

Major Players

South East Asia Advertising Market Major Players

*Disclaimer: Major Players sorted in no particular order

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.

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South East Asia Advertising Market Size Summary

The Southeast Asia advertising market is poised for significant expansion, driven by the increasing complexity of online advertising and the rising costs associated with ad blockers. This has led marketing and advertising companies to explore alternative solutions, such as Digital Out of Home (DOOH) advertising, which presents a lucrative opportunity for growth. The region is experiencing robust development in both Out-of-Home (OOH) and DOOH advertising, with countries like the Philippines witnessing substantial digital growth. However, the adoption of programmatic digital OOH is still in its early stages, with domestic regulations in countries like Singapore and Malaysia posing challenges. These regulations require strict compliance with content and location guidelines, which can limit the availability and flexibility of advertising spaces.

The shift in consumer behavior towards digital content and interactive advertisements is driving growth in transportation media revenues, particularly in airports, which are becoming increasingly attractive for advertising, especially for luxury brands. The transition from static to digital displays in airports allows for multiple advertisers to utilize the same space, significantly increasing revenue potential. Despite the higher initial costs of digital screens compared to print signage, the benefits of increased revenue and the ability to share costs with advertising partners are compelling. The Malaysian advertising industry, recovering from pandemic restrictions, is seeing a rise in OOH and DOOH spending, supported by advancements in digital screen distribution and connected technologies. Collaborative efforts by industry associations in Malaysia aim to standardize measurement metrics, simplifying the planning process for advertisers. The competitive landscape in Southeast Asia is marked by the presence of global and regional players who are focusing on research and development, strategic partnerships, and innovative technologies to maintain their market position and drive future growth.

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South East Asia Advertising Market Size - Table of Contents

  1. 1. MARKET DYNAMICS

    1. 1.1 Market Overview

    2. 1.2 Industry Attractiveness - Porter's Five Forces Analysis

      1. 1.2.1 Bargaining Power of Buyers

      2. 1.2.2 Bargaining Power of Suppliers

      3. 1.2.3 Threat of New Entrants

      4. 1.2.4 Threat of Substitute Products

      5. 1.2.5 Intensity of Competitive Rivalry

    3. 1.3 Industry Ecosystem Analysis

    4. 1.4 Key Global Cues Expected to Find a Way into the SEA Advertising Market

    5. 1.5 Impact of COVID-19 on the Advertising and DOOH Market

      1. 1.5.1 Impact on the Advertising Spend

      2. 1.5.2 Switching from Traditional Medium to Digital Medium Due to Higher Engagement on Major Channels

      3. 1.5.3 Regional and Country-specific Factors Expected to Influence the Growth Trajectory

South East Asia Advertising Market Size FAQs

The South East Asia Advertising Market size is expected to reach USD 24.59 billion in 2024 and grow at a CAGR of 15.30% to reach USD 50.12 billion by 2029.

In 2024, the South East Asia Advertising Market size is expected to reach USD 24.59 billion.

Southeast Asia Advertising Market Report Snapshots

Southeast Asia Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)