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市场调查报告书
商品编码
1644460

东南亚广告市场：市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

South East Asia Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

东南亚广告市场规模预计在 2025 年为 283.5 亿美元，预计到 2030 年将达到 577.7 亿美元，预测期内（2025-2030 年）的复合年增长率为 15.3%。

东南亚广告市场-IMG1

网路广告日益复杂，广告拦截器价格高昂，迫使行销和广告公司寻找能够传递其广告和讯息的替代解决方案。这可能为数位户外媒体市场带来丰厚的机会，并在预测期内提升其渗透率。

关键亮点

  • 东南亚是广告业最重要的成长地区之一。户外广告（OOH）比其他传统媒体形式更好地经受住了数位革命的考验。因此，它是少数几个广告收入持续成长的传统媒体领域之一。
  • 东南亚在数位户外广告（DOOH）方面也表现良好。例如，菲律宾预计将在未来五年内经历最高的数位成长，从而吸引 Rubicon Project 和 Dataxu 等全球广告科技公司的注意。
  • 程序化数位户外广告在东南亚尚处于起步阶段。供应商仍在研究以编程方式提供库存的复杂性。国内市场法规是数位户外媒体在东南亚流行的一个主要因素。
  • 例如，新加坡对于户外广告市场的内容和位置有着非常严格的规定。由于广告看板数量非常有限，广告主需要确保其内容符合新加坡社会的共用价值观，并且不会贬低竞争对手。在马来西亚，所有户外广告创新内容必须提交给相关部门进行预先核准，以确保符合指导方针。

东南亚广告市场趋势

预计公共交通将占据最大市场占有率

  • 随着对旅行者相关数位内容和资讯的需求不断增长，占该地区交通媒体收益增长大部分的平台正在透过资讯亭、广告看板和标牌等各种广告模式推出互动广告。
  • 这导致了所有交通方式的客户参与方面的消费行为行为发生了变化，在客户心理中策略性地打造品牌。预计这将在未来几年推动潜在客户转向传统媒体。
  • 在所有不同的交通环境中，机场已被证明是理想的广告环境，尤其是对于知名品牌和奢侈品牌而言。机场面临着寻找更多收益途径的压力。透过将海报等静态展示转变为数位展示，机场可以利用相同的空间并将其出售给多个广告商（而不仅仅是一个）。这将成倍地增加收益。此外，机场还可以引入广告合作伙伴，帮助分担升级到新广告技术的成本负担。
  • 数位萤幕的初始设置成本远高于印刷指示牌，这可能会在未来对此细分市场构成挑战。

马来西亚预计将占据最大市场占有率

  • 随着马来西亚开始放宽疫情限制，负责人越来越多地被要求保持敏捷和灵活，以最大限度地发挥其户外和数位户外广告支出的效果。马来西亚于 2020 年实施有条件行动控制令（CMCO），以遏制 COVID-19 的蔓延。该命令禁止一系列活动，包括州际旅行和大型集会。此举对马来西亚广告业产生了深远的影响。因此，大多数品牌的行销重点已转移到人们花费更多时间的个人和家用设备。
  • 不过，一些马来西亚公司计划利用这一情况进一步获利。例如，马来西亚点播串流平台Lalamove将CMCO时期视为投资户外广告和数位户外广告媒体的良好机会。该公司利用了户外广告和数位户外广告网站的降价。
  • 数位户外广告正在全国各地经历重大变革时期，预计预测期内支出将会成长。成长的关键驱动力是数位萤幕的密集分布、发达的基础设施和互联技术，这些为品牌创造了新的机会。
  • 马来西亚广告商协会意识到户外广告和数位户外广告正成为越来越受广告商欢迎的媒介。然而，由于技术提供者众多，多种可信任技术以及不同的测量货币，为测量带来了挑战。
  • 因此，马来西亚广告商协会与媒体专业协会（MSA）达成协议，与马来西亚户外广告协会（OAAM）成立联合行业委员会来解决这个问题。联合产业委员会 (JIC) 的成立和单一货币的标准化有望透过引入媒体所有者常用的更简单的测量方法来简化规划流程。 JIC 正在致力于开发一个框架，用于选择可由多种技术和提供者提供的单一测量指数。

东南亚广告业概况

东南亚广告市场竞争激烈且分散，拥有许多全球和区域参与企业。这些参与企业拥有相当大的市场占有率并致力于扩大其全球基本客群。这些参与企业专注于研发活动、策略联盟以及其他有机和无机成长策略，以在预测期内保持与市场环境的相关性。

  • 2022 年 10 月：区块链解决方案供应商Aqilliz 宣布与 Moving Walls 合作，为全球行动食品配送巨头 Foodpanda 提供由区块链驱动的 DOOH 广告试点。该试点计画旨在提高数位户外广告市场的透明度，预计到 2025 年该市场的价值将达到 321 亿美元，它提供了宣传活动效果的独立即时视图，并允许品牌追踪购买的广告曝光率和广告位是否正在播放。
  • 2022 年 8 月：雅仕维传媒集团有限公司宣布与 Hivestack 合作，为广告商推出灵活的资料主导广告技术解决方案，以开展创新的品牌宣传活动，为受众提供卓越的体验并改善其营运所在的城市。

其他福利

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

第二章调查方法

第三章执行摘要

第四章 市场动态

  • 市场概况
  • 产业吸引力-波特五力分析
    • 买家的议价能力
    • 供应商的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争对手之间的竞争强度
  • 生态系分析
  • 预计将进入东南亚广告市场的主要全球驱动因素
  • COVID-19 对广告和数位户外媒体市场的影响
    • 对广告支出的影响
    • 透过增加关键管道的参与度，从传统媒体转向数位媒体
    • 预计会影响成长轨迹的区域和国家特定因素

第五章 市场动态

  • 市场驱动因素
    • 增加公共运输基础设施
    • 数位萤幕的普及率不断提高
  • 市场问题
    • 安装和维护成本高

第六章 海上广告市场展望

  • 马来西亚
    • 马来西亚广告支出（2018-2028）
    • 广告费用-依媒体分类
      • 电视机
      • 报纸
      • 杂誌
      • 收音机
      • 其他广告费用（电影等）
    • 马来西亚户外广告市场预测（十亿美元，2019-2029）
    • 马来西亚 DOOH 市场估值（十亿美元，2019-2029 年）
    • 马来西亚 DOOH 用途分类
      • 广告看板
      • 过境
      • 街道家具
      • 购物中心
      • 其他的
  • 印尼
    • 印尼广告支出（2019-2029）
    • 广告费用-依媒体分类
      • 电视机
      • 报纸
      • 杂誌
      • 收音机
      • 其他广告费用（电影等）
    • 印尼户外广告市场预测（2019-2029，十亿美元）
    • 印尼 DOOH 市场估值（十亿美元，2019-2029 年）
    • 印尼 DOOH 细分市场（按用途划分）
      • 广告看板
      • 过境
      • 街道家具
      • 购物中心
      • 其他的
  • 泰国
    • 泰国广告支出（2019-2029）
    • 广告费用-依媒体分类
      • 电视机
      • 报纸
      • 杂誌
      • 收音机
      • 其他广告费用（电影等）
    • 泰国户外广告市场预测（2019-2029，十亿美元）
    • 泰国数位户外媒体市场规模估计（十亿美元，2019-2029）
    • 泰国 DOOH 细分市场（按用途划分）
      • 广告看板
      • 过境
      • 街道家具
      • 购物中心
      • 其他的
  • 越南
    • 越南广告支出（2019-2029）
    • 广告费用-依媒体分类
      • 电视机
      • 报纸
      • 杂誌
      • 收音机
      • 其他广告费用（电影等）
    • 越南户外广告市场预测（2019-2029，十亿美元）
    • 越南 DOOH 市场估值（十亿美元，2019-2029 年）
    • 越南 DOOH 细分市场（按用途划分）
      • 广告看板
      • 过境
      • 街道家具
      • 购物中心
      • 其他的
  • 菲律宾
    • 菲律宾广告支出（2019-2029）
    • 广告费用-依媒体分类
      • 电视机
      • 报纸
      • 杂誌
      • 收音机
      • 其他广告费用（电影等）
    • 菲律宾户外广告市场预测（2019-2029，十亿美元）
    • 菲律宾数位户外媒体市场规模估计（十亿美元，2019-2029）
    • 菲律宾数位户外媒体的用途细分
      • 广告看板
      • 过境
      • 街道家具
      • 购物中心
      • 其他的

第七章 竞争格局

  • 公司简介
    • JCDecaux Singapore Pte Ltd
    • Clear Channel Singapore Pte Ltd
    • OOH Media（Mediacorp. Pte Ltd）
    • XCO Media（SMRT Experience Pte Ltd）
    • Moove Media Pte Ltd
    • SPHMBO（Singapore Press Holding Ltd）
    • Cornerstone Financial Holding Ltd
    • Golden Village
    • Mediatech Services Pte Ltd
    • ActMedia Singapore Pte Ltd
    • Spectrum Outdoor Sdn Bhd
    • TAC Media Sdn Bhd
    • Moving Walls

第八章投资分析

第 9 章：未来趋势

简介目录
Product Code: 72126

The South East Asia Advertising Market size is estimated at USD 28.35 billion in 2025, and is expected to reach USD 57.77 billion by 2030, at a CAGR of 15.3% during the forecast period (2025-2030).

South East Asia Advertising - Market - IMG1

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.

Key Highlights

  • 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 Market Trends

Transit Application is Expected to Hold the Highest Market Share

  • The increasing demand for digital content and information relevant to travelers has led to interactive ads through different modes of advertisements, such as kiosks, billboards, and signboards, at the platform that accounts for a significant share of growth in transportation media revenues in the region.
  • Due to this, there has been a shift in consumer behavior in terms of customer engagement across all modes of transportation, strategically building their brands in the customer mindset. This is expected to drive potential customers against traditional media over the coming years.
  • Among various transit environments, airports have proven themselves to be an ideal environment for advertising, particularly for top-tier and luxury brands. Airports are under pressure to figure out ways to generate more revenue. Converting static displays, like posters, to digital displays allow airports to utilize the same space to sell to multiple advertisers instead of just one. That multiplies the amount of revenue exponentially. Additionally, airports can share the cost burden of upgrading to new advertising technologies by bringing in advertising partners.
  • The initial setup cost of the digital screen is much higher than that of print signage, which is likely to pose a challenge for this segment in the market in the future.

Malaysia is Expected to Account for the Largest Market Share

  • As Malaysia started to loosen pandemic restrictions, marketers are increasingly required to be agile and flexible to maximize their performance from OOH and DOOH spending. Malaysia introduced the Conditional Movement Control Order (CMCO) in 2020 to control the spread of COVID-19. The order prohibited various activities, including inter-state travel and mass gatherings. This move severely affected Malaysia's advertising industry. It resulted in shifting the focus of most brands' marketing to personal and at-home devices, where people spend more time.
  • However, some companies in the country planned to get more out of this situation. For instance, Lalamove, a Malaysian on-demand delivery platform, assessed that the CMCO period was a good opportunity to invest in OOH and DOOH media. The company took advantage of cut-price rates on both OOH and DOOH sites.
  • Digital outdoor advertising is undergoing significant transformation across the country, with spending expected to grow over the forecast period. The growth is majorly driven by a dense distribution of digital screens, a developed infrastructure, and connected technologies, which facilitate new opportunities for brands.
  • The Malaysia Advertisers Association recognizes that OOH and DOOH are increasingly popular mediums for advertisers. However, there were a large number of technology providers with various reliable technologies with different measuring currencies, which became a challenge in measurement.
  • Therefore, the Malaysia Advertisers Association agreed with the Media Specialists Association (MSA) to form a joint industry committee with the Outdoor Advertising Association of Malaysia (OAAM) to solve this problem. The formation of the Joint Industry Committee (JIC) and standardizing a single currency are expected to simplify the planning process by introducing simple measurements that media owners commonly utilize. The JIC is working on the framework to select a single measurement metric that multiple technology providers can offer.

Southeast Asia Advertising Industry Overview

The Southeast Asian advertising market is competitive/fragmented and has many global and regional players. These players account for a considerable market share and focus on expanding their client base worldwide. These players focus on R&D activities, strategic alliances, and other organic and inorganic growth strategies to stay in the market landscape over the forecast period.

  • October 2022: Aqilliz, a blockchain solutions provider, announced partnering with Moving Walls to facilitate a blockchain-powered Dooh advertising pilot for global mobile food delivery giant Foodpanda. Designed to provide greater transparency to the DOOH market, which is expected to be valued at USD 32.1 billion by 2025, the pilot will offer an independent, real-time view of campaign performance, enabling brands to track whether their purchased impressions and advertising spots were played.
  • August 2022: Asiaray Media Group Limited announced a partnership with Hivestack to launch flexible, data-driven advertising technology solutions to host innovative brand campaigns for advertisers and seek to make the cities in which it operates more pleasant by delivering exceptional experiences for audiences.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

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 DYNAMICS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Buyers
    • 4.2.2 Bargaining Power of Suppliers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Industry Ecosystem Analysis
  • 4.4 Key Global Cues Expected to Find a Way into the SEA Advertising Market
  • 4.5 Impact of COVID-19 on the Advertising and DOOH Market
    • 4.5.1 Impact on the Advertising Spend
    • 4.5.2 Switching from Traditional Medium to Digital Medium Due to Higher Engagement on Major Channels
    • 4.5.3 Regional and Country-specific Factors Expected to Influence the Growth Trajectory

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increase in Public Transit Infrastructure
    • 5.1.2 Increasing Adoption of Digital Screens
  • 5.2 Market Challenges
    • 5.2.1 High Installation and Maintenance Costs

6 SEA ADVERTISING MARKET LANDSCAPE

  • 6.1 Malaysia
    • 6.1.1 Malaysia Advertising Spend (2018-2028)
    • 6.1.2 Advertising Spend - Breakdown by Medium
      • 6.1.2.1 Television
      • 6.1.2.2 Newspaper
      • 6.1.2.3 Magazine
      • 6.1.2.4 Radio
      • 6.1.2.5 Other Advertising Spends (Cinema, etc.)
    • 6.1.3 Malaysia OOH Market Estimates in USD billion, 2019-2029
    • 6.1.4 Malaysia DOOH Market Estimates in USD billion, 2019-2029
    • 6.1.5 Malaysia DOOH Segmentation by Application
      • 6.1.5.1 Billboard
      • 6.1.5.2 Transit
      • 6.1.5.3 Street Furniture
      • 6.1.5.4 Malls
      • 6.1.5.5 Other Applications
  • 6.2 Indonesia
    • 6.2.1 Indonesia Advertising Spend (2019-2029)
    • 6.2.2 Advertising Spend - Breakdown by Medium
      • 6.2.2.1 Television
      • 6.2.2.2 Newspaper
      • 6.2.2.3 Magazine
      • 6.2.2.4 Radio
      • 6.2.2.5 Other Advertising Spends (Cinema, etc.)
    • 6.2.3 Indonesia OOH Market Estimates in USD billion, 2019-2029
    • 6.2.4 Indonesia DOOH Market Estimates in USD billion, 2019-2029
    • 6.2.5 Indonesia DOOH Segmentation by Application
      • 6.2.5.1 Billboard
      • 6.2.5.2 Transit
      • 6.2.5.3 Street Furniture
      • 6.2.5.4 Malls
      • 6.2.5.5 Other Applications
  • 6.3 Thailand
    • 6.3.1 Thailand Advertising Spend (2019-2029)
    • 6.3.2 Advertising Spend - Breakdown by Medium
      • 6.3.2.1 Television
      • 6.3.2.2 Newspaper
      • 6.3.2.3 Magazine
      • 6.3.2.4 Radio
      • 6.3.2.5 Other Advertising Spends (Cinema, etc.)
    • 6.3.3 Thailand OOH Market Estimates in USD billion, 2019-2029
    • 6.3.4 Thailand DOOH Market Estimates in USD billion, 2019-2029
    • 6.3.5 Thailand DOOH Segmentation by Application
      • 6.3.5.1 Billboard
      • 6.3.5.2 Transit
      • 6.3.5.3 Street Furniture
      • 6.3.5.4 Malls
      • 6.3.5.5 Other Applications
  • 6.4 Vietnam
    • 6.4.1 Vietnam Advertising Spend (2019-2029)
    • 6.4.2 Advertising Spend - Breakdown by Medium
      • 6.4.2.1 Television
      • 6.4.2.2 Newspaper
      • 6.4.2.3 Magazine
      • 6.4.2.4 Radio
      • 6.4.2.5 Other Advertising Spends (Cinema, etc.)
    • 6.4.3 Vietnam OOH Market Estimates in USD billion, 2019-2029
    • 6.4.4 Vietnam DOOH Market Estimates in USD billion, 2019-2029
    • 6.4.5 Vietnam DOOH Segmentation by Application
      • 6.4.5.1 Billboard
      • 6.4.5.2 Transit
      • 6.4.5.3 Street Furniture
      • 6.4.5.4 Malls
      • 6.4.5.5 Other Applications
  • 6.5 Philippines
    • 6.5.1 Philippines Advertising Spend (2019-2029)
    • 6.5.2 Advertising Spend - Breakdown by Medium
      • 6.5.2.1 Television
      • 6.5.2.2 Newspaper
      • 6.5.2.3 Magazine
      • 6.5.2.4 Radio
      • 6.5.2.5 Other Advertising Spends (Cinema, etc.)
    • 6.5.3 Philippines OOH Market Estimates in USD billion, 2019-2029
    • 6.5.4 Philippines DOOH Market Estimates in USD billion, 2019-2029
    • 6.5.5 Philippines DOOH Segmentation by Application
      • 6.5.5.1 Billboard
      • 6.5.5.2 Transit
      • 6.5.5.3 Street Furniture
      • 6.5.5.4 Malls
      • 6.5.5.5 Other Applications

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 JCDecaux Singapore Pte Ltd
    • 7.1.2 Clear Channel Singapore Pte Ltd
    • 7.1.3 OOH Media (Mediacorp. Pte Ltd)
    • 7.1.4 XCO Media (SMRT Experience Pte Ltd)
    • 7.1.5 Moove Media Pte Ltd
    • 7.1.6 SPHMBO (Singapore Press Holding Ltd)
    • 7.1.7 Cornerstone Financial Holding Ltd
    • 7.1.8 Golden Village
    • 7.1.9 Mediatech Services Pte Ltd
    • 7.1.10 ActMedia Singapore Pte Ltd
    • 7.1.11 Spectrum Outdoor Sdn Bhd
    • 7.1.12 TAC Media Sdn Bhd
    • 7.1.13 Moving Walls

8 INVESTMENT ANALYSIS

9 FUTURE TRENDS