Market Trends of Thailand OOH And DOOH Industry
Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
- Smart city initiatives in Thailand are fuelling growth in the out-of-home (OOH) and digital out-of-home (DOOH) advertising markets. These initiatives are transforming the advertising landscape, introducing advanced infrastructure such as digital screens and interactive kiosks. Moreover, the emergence of IoT and 5G technology has transformed connectivity. This shift enables advertisers to launch real-time, data-driven campaigns, enhancing their relevance and captivating audiences.
- Smart city innovations boost foot traffic and enhance ad visibility. Additionally, with a focus on sustainability, these cities dovetail with the digital advertising trend, moving away from print media and resonating with environmentally conscious consumers. This alignment significantly boosts the effectiveness and reach of both out-of-home (OOH) and digital out-of-home (DOOH) campaigns.
- In July 2024. Dassault Systèmes, in collaboration with Thailand's Digital Economy Promotion Agency (DEPA) and Silpakorn University, inked a pivotal memorandum of understanding (MoU). The agreement is set to drive the advancement of smart city initiatives and bolster the digital acumen of Thailand's workforce. This strategic partnership is slated to unfold over the upcoming three years. This partnership aims to promote innovation, develop specialized skills, accelerate smart city projects, and establish modern urban planning services.
- Moreover, the rise of digital advertising is driving the Thai out-of-home (OOH) and digital out-of-home (DOOH) markets. These markets are leveraging technology to create more engaging and dynamic ad experiences. Leveraging advanced data analytics improves ad targeting, amplifying relevance and impact. Digital platforms maximize ad space by showcasing multiple ads simultaneously, thanks to their inherent flexibility. This innovation not only enhances the appeal of OOH and DOOH advertising to advertisers but also fuels market growth.
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Billboard Application Segment to Hold Significant Market Share
- Digital billboards are becoming ubiquitous on the streets of Thailand, solidifying their position as a powerful medium for advertising international products and services. Billboards, once confined to highways, now prominently feature on main streets. Their appeal lies in their ability to swiftly update information, be it along roadsides, in malls, or even at sports arenas.
- The market is witnessing growth, propelled by the increasing embrace of digital billboards. These billboards, featuring dynamic, real-time content, are reshaping audience engagement with their vibrant displays.
- Adopting a dynamic approach, advertisers in Thailand are rapidly capitalizing on this strategy by promptly adjusting messages, incorporating real-time data (like local events and time of day), and utilizing dynamic graphics. Digital billboards, known for their adaptability, enhance campaign efficacy and extend their reach. Moreover, they offer vital analytics, equipping advertisers with insights to design precise and effective strategies.
- Digital billboards utilize sophisticated data analytics, empowering advertisers with precise ad performance measurements. These billboards can monitor crucial metrics such as impressions and engagement, allowing for more accurate ROI evaluations and improved ad spend efficiency. Additionally, these billboards synchronize effortlessly with mobile and social media, expanding campaign outreach through a unified multi-channel approach. Moreover, increased environmental awareness further enhances the allure of digital billboards due to their embrace of energy-efficient technologies and sustainable practices.
- In March 2024, L'Oreal Thailand collaborated with McCann Worldgroup, encompassing McCann, MRM, and Craft, to introduce an advanced CGI-driven out-of-home (OOH) digital campaign. This campaign is designed to unveil its latest product, the UVD Invisible Serum. The campaign, strategically positioned in Bangkok's Em District and spanning the BTS Skytrain network, merges traditional out-of-home (OOH) advertising with advanced digital strategies.
