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市场调查报告书
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1940726

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（2026-2031）

Southeast Asia Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)
出版日期: | 出版商: Mordor Intelligence | 英文 110 Pages | 商品交期: 2-3个工作天内

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简介目录

2025年东南亚广告市场价值283.4亿美元，预计到2031年将达到638.9亿美元，高于2026年的324.6亿美元。

预测期（2026-2031 年）的复合年增长率预计为 14.52%。

东南亚广告市场-IMG1

行动优先的数位化快速普及、人工智慧驱动的宣传活动优化以及政府对中小企业部署线上广告的补贴，共同支撑了营收成长。儘管广告支出仍集中在传统管道，但向自动化和数据密集型广告形式的转变已十分明显，尤其是在智慧型手机月均行动数据使用量预计将从2023年的13GB增长到2030年的59GB的情况下。超级应用生态系统、不断扩展的零售媒体网路以及数位户外广告（DOOH）指标的改进，正在拓宽通路组合，并提升全部区域品牌的广告支出回报率（ROAS）。

东南亚广告市场趋势与洞察

行动宽频普及率不断提高

行动连线正在重塑东南亚广告市场的覆盖范围。 GSMA预测，到2030年，每月资料使用量将成长四倍以上，为此前受频宽限制的高位元率影片和身临其境型内容格式创造了空间。在印尼，固定宽频普及率不足20%，行动网路已成为预设的数位入口，加速了广告主采用基于位置的定向投放和以影片为主导的创新。网速的提升也丰富了程式化平台可用的数据，将即时互动指标转变为广告资源购买和优化的主要机制。

程式化数位户外广告加速普及

数位广告看板如今配备了动态广告，可根据即时天气和交通资讯进行调整。 Moving Walls 与 GroupM 于 2024 年 7 月达成的一项协议，使马来西亚的广告主能够获得检验户外广告 (DOOH) 资源，从而缓解了传统广告可见性方面的担忧。在新加坡和曼谷等人口稠密的城市，演算法排期可以根据一天中的时间、繁忙的路线以及从行动装置捕捉到的市场行为来轮换创新。户外广告开放测量组织 (Open Measurement in Out-of-Home Group) 等标准组织正在发布开放原始码的广告曝光率框架，从而满足广告主对线上管道课责的需求。

出版商库存高度分散

马来西亚拥有超过300家广告看板所有者，迫使买家零散地拼凑宣传活动。 CtrlShift的AMP市场目前整合了七大出版商的广告资源，但规模仍然有限。印尼和菲律宾的小规模数位出版商缺乏通用的广告科技堆迭和定价透明度，进一步加剧了这个问题。这种分散化推高了交易成本，阻碍了新进者，并减缓了东南亚广告市场程式化支出的成长速度。

细分市场分析

截至2025年，传统通路在东南亚广告市场仍占据60.12%的份额，这主要得益于电视在农村和老年人的持续存在。然而，这一领域的成长较为温和，与数位媒体15.05%的复合年增长率形成鲜明对比，预示着智慧型手机和价格实惠的资料方案正在推动消费者行为发生不可逆转的转变。这种快速成长得益于程序化购买的高效性和精准定位，这是电视和纸媒无法比拟的。在泰国，数位广告支出将在2024年首次超过电视广告（45%对35%），这标誌着消费者正大幅转向线上影片和社群媒体。

数位广告的兴起进一步受到跨境电商宣传活动的推动，这些活动需要即时在地化，而只有演算法管道才能提供这种能力。同时，在人口密集的大都会圈，电影院和传统户外广告形式仍然具有重要意义，因为这些地区的高端受众重视沉浸式、品牌安全的广告环境。然而，由于在成效指标、归因分析和受众数据方面存在不足，广告预算正大幅流向数位广告，从而形成一种反馈循环，并将在预测期内重塑东南亚广告市场的支出结构。

预计到2025年，电视仍将占据29.35%的市场份额，继续保持其作为最盈利单一媒体的地位，这不仅体现了传统媒体的影响力，也展现了其大规模覆盖的效率。然而，数位户外广告（DOOH）的成长势头最为强劲，年复合成长率高达15.72%，这主要得益于萤幕成本的下降、5G网路连接的普及以及标准化的广告曝光率衡量系统。广告主看重DOOH能够根据一天中的不同时段更新创新，并根据天气或交通拥堵等特定地点的刺激因素触发广告投放。

传统纸媒和广播在某些细分市场仍然具有吸引力，例如针对老年族群的报纸插页广告或拥挤路段的通勤时段广播广告。然而，随着衡量标准差异的扩大，它们的市占率正在萎缩。影院广告可以利用大片上映期间的优质广告位，但影院容量限制了其成长。数位广告，包括搜寻、社群媒体广告、展示广告和OTT影片，持续蚕食着传统广播广告的预算，更完善的归因模型和人工智慧增强的创新测试使品牌能够优化其在东南亚广告市场的即时表现。

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

第一章 引言

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章 市场情势

  • 市场概览
  • 市场驱动因素
    • 行动宽频普及率不断提高
    • 加速采用程式化数位户外广告
    • 政府主导的中小企业的数位化优先支持措施
    • 人工智慧驱动的动态创新优化
    • 超应用程式广告生态系统（Grab、Gojek）
    • 跨境电子商务的快速成长
  • 市场限制
    • 出版商库存高度分散
    • 不透明的经销商回扣行为
    • 更严格的个人资料保护条例（PDPA 的变体）
    • 数位户外广告指标有限
  • 产业价值链分析
  • 监管环境
  • 技术展望
  • 波特五力分析
    • 买方的议价能力
    • 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
  • 宏观经济因素如何影响市场

第五章 市场规模与成长预测

  • 按频道类型
    • 传统媒体
    • 数位媒体
  • 透过广告媒介
    • 电视机
    • 数位广告
    • 印刷
    • 收音机
    • 电影院
    • 户外广告（OOH）
    • 数位户外广告（DOOH）
  • 按交易类型
    • 程式化
    • 非程式化
  • 按最终用户行业划分
    • 消费品（FMCG）
    • 零售与电子商务
    • 车
    • BFSI
    • 通信/IT
    • 医疗保健和製药
    • 旅游
    • 其他终端用户产业
  • 按国家/地区
    • 新加坡
    • 马来西亚
    • 印尼
    • 泰国
    • 越南
    • 菲律宾
    • 其他国家（柬埔寨、寮国、缅甸、汶莱、东帝汶）

第六章 竞争情势

  • 市场集中度
  • 策略趋势
  • 市占率分析
  • 公司简介
    • Dentsu International Asia Pte. Ltd.
    • GroupM Asia Pacific Holdings Ltd.
    • Omnicom Media Group Asia Pacific Pte. Ltd.
    • Publicis Groupe SA
    • Havas Media Asia Pacific Pte. Ltd.
    • IPG Mediabrands Singapore Pte. Ltd.
    • JCDecaux Singapore Pte. Ltd.
    • Clear Channel Singapore Pte. Ltd.
    • XCO Media Pte. Ltd.
    • Mediacorp OOH Media Pte. Ltd.
    • Moove Media Pte. Ltd.
    • SPH Media Limited（SPHMBO）
    • Moving Walls Sdn. Bhd.
    • Spectrum Outdoor Sdn. Bhd.
    • TAC Media Sdn. Bhd.
    • VGI Global Media Public Co. Ltd.
    • Sea Digital Media Pte. Ltd.
    • AdColony（Digital Turbine Singapore Pte. Ltd.）
    • GrabAds Holdings Pte. Ltd.
    • Gojek Ads（PT Dompet Anak Bangsa）
    • Kantar Media Singapore Pte. Ltd.
    • Innity Corporation Berhad

第七章 市场机会与未来展望

简介目录
Product Code: 72126

The South East Asia Advertising market was valued at USD 28.34 billion in 2025 and estimated to grow from USD 32.46 billion in 2026 to reach USD 63.89 billion by 2031, at a CAGR of 14.52% during the forecast period (2026-2031).

Southeast Asia Advertising - Market - IMG1

Revenue growth rides on rapid mobile-first digital adoption, AI-enabled campaign optimization, and government grants that help small businesses advertise online. While traditional channels still concentrate spending, the shift toward automated, data-rich formats is unmistakable, especially as monthly mobile data usage per smartphone is set to climb from 13 GB in 2023 to 59 GB by 2030. Super-app ecosystems, expanding retail media networks, and stronger measurement standards for Digital Out-of-Home (DOOH) are widening the channel mix and enhancing return on ad spend for brands across the region.

Southeast Asia Advertising Market Trends and Insights

Rising Mobile Broadband Penetration

Mobile connectivity is redefining ad reach across the Southeast Asia Advertising market. GSMA projects that monthly data usage will surge more than fourfold by 2030, opening space for high-bit-rate video and immersive formats that were previously bandwidth-constrained. With Indonesia's fixed broadband penetration below 20%, mobile is the default digital gateway, prompting advertisers to adopt location-based targeting and video-first creative. Faster speeds also enrich the data available to programmatic platforms, turning real-time engagement metrics into the primary mechanism for buying and optimizing inventory.

Accelerated Uptake of Programmatic DOOH

Digital billboards now stream dynamic ads shaped by live weather or traffic feeds. A July 2024 deal between Moving Walls and GroupM gave Malaysian buyers verified DOOH inventory, mitigating historical viewability doubts. In dense Singapore and Bangkok, algorithmic scheduling lets brands rotate creative by daypart, congested routes, or in-market behaviors pulled from mobile devices. Standard-setting bodies such as the Open Measurement in Out-of-Home Group released open-source impression frameworks, bringing the accountability that advertisers expect from online channels.

High Fragmentation of Publisher Inventory

Malaysia counts more than 300 billboard owners, forcing buyers to stitch together campaigns piecemeal. CtrlShift's AMP marketplace now aggregates inventory from seven major publishers, but scale remains limited. Smaller digital publishers across Indonesia and the Philippines compound the problem, lacking common ad-tech stacks or transparency in pricing. Fragmentation raises transaction costs, deters new entrants, and slows the growth trajectory of programmatic spend within the Southeast Asia Advertising market.

Other drivers and restraints analyzed in the detailed report include:

  1. Government-Led Digital-First SME Incentives
  2. AI-Driven Dynamic Creative Optimization
  3. Opaque Agency Rebate Practices

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Traditional channels retained a 60.12% share of the South East Asia Advertising market in 2025, buoyed by entrenched TV viewership among rural and older audiences. Yet the segment's modest growth contrasts with digital media's 15.05% CAGR, signaling an irreversible consumption pivot fueled by smartphones and cheaper data plans. Rapid gains stem from programmatic buying efficiencies and granular targeting that television or print cannot match. Thailand marked a pivotal moment in 2024 when digital ad spend surpassed TV, taking 45% versus 35%, underlining consumer migration to online video and social feeds.

Digital's advance is accelerated further by cross-border e-commerce campaigns demanding real-time localization, a capability only algorithmic channels can deliver. Meanwhile, cinema and classic outdoor formats remain relevant in dense metros, where premium audiences value immersive, brand-safe settings. Still, the differential in performance metrics, attribution, and audience data tilts budgets heavily toward digital, reinforcing a feedback loop that reshapes the spending mix of the Southeast Asia Advertising market over the forecast period.

Television's 29.35% stake in 2025 still positions it as the most lucrative single medium, reflecting both legacy habit and mass-reach efficiency. However, Digital Out-of-Home exhibits the highest trajectory at 15.72% CAGR, aided by falling screen costs, 5G connectivity, and standardized impression counting frameworks. Advertisers appreciate DOOH's ability to refresh creative by daypart or trigger ads based on localized stimuli such as weather or traffic congestion.

Traditional print and radio keep niche appeal, newspaper inserts among older readers, and commuter-time radio ads on high-congestion routes, but their share contracts as measurement gaps widen. Cinema capitalizes on blockbuster releases for premium placements, yet venue capacity caps growth. Digital advertising covering search, social, display, and OTT video continues to siphon dollars from broadcast budgets, riding on better attribution models and AI-enhanced creative testing that optimize in-flight performance for brands across the Southeast Asia Advertising market.

The South East Asia Advertising Market Report is Segmented by Channel Type (Traditional Media and Digital Media), Advertising Medium (Television, Digital Advertising, Print, and More), Transaction Type (Programmatic and Non-Programmatic), End-User Industry (FMCG, Retail and E-Commerce, Automotive, BFSI, Telecom and IT, and More), and Country. The Market Forecasts are Provided in Terms of Value (USD).

List of Companies Covered in this Report:

  1. Dentsu International Asia Pte. Ltd.
  2. GroupM Asia Pacific Holdings Ltd.
  3. Omnicom Media Group Asia Pacific Pte. Ltd.
  4. Publicis Groupe SA
  5. Havas Media Asia Pacific Pte. Ltd.
  6. IPG Mediabrands Singapore Pte. Ltd.
  7. JCDecaux Singapore Pte. Ltd.
  8. Clear Channel Singapore Pte. Ltd.
  9. XCO Media Pte. Ltd.
  10. Mediacorp OOH Media Pte. Ltd.
  11. Moove Media Pte. Ltd.
  12. SPH Media Limited (SPHMBO)
  13. Moving Walls Sdn. Bhd.
  14. Spectrum Outdoor Sdn. Bhd.
  15. TAC Media Sdn. Bhd.
  16. VGI Global Media Public Co. Ltd.
  17. Sea Digital Media Pte. Ltd.
  18. AdColony (Digital Turbine Singapore Pte. Ltd.)
  19. GrabAds Holdings Pte. Ltd.
  20. Gojek Ads (PT Dompet Anak Bangsa)
  21. Kantar Media Singapore Pte. Ltd.
  22. Innity Corporation Berhad

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 LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Rising mobile broadband penetration
    • 4.2.2 Accelerated uptake of programmatic DOOH
    • 4.2.3 Government-led digital-first SME incentives
    • 4.2.4 AI-driven dynamic creative optimisation
    • 4.2.5 Super-app advertising ecosystems (Grab, Gojek)
    • 4.2.6 Cross-border e-commerce boom
  • 4.3 Market Restraints
    • 4.3.1 High fragmentation of publisher inventory
    • 4.3.2 Opaque agency rebate practices
    • 4.3.3 Stringent personal-data regulations (PDPA variants)
    • 4.3.4 Limited measurement standards for DOOH
  • 4.4 Industry Value Chain Analysis
  • 4.5 Regulatory Landscape
  • 4.6 Technological Outlook
  • 4.7 Porter's Five Forces Analysis
    • 4.7.1 Bargaining Power of Buyers
    • 4.7.2 Bargaining Power of Suppliers
    • 4.7.3 Threat of New Entrants
    • 4.7.4 Threat of Substitutes
    • 4.7.5 Intensity of Competitive Rivalry
  • 4.8 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUES)

  • 5.1 By Channel Type
    • 5.1.1 Traditional Media
    • 5.1.2 Digital Media
  • 5.2 By Advertising Medium
    • 5.2.1 Television
    • 5.2.2 Digital Advertising
    • 5.2.3 Print
    • 5.2.4 Radio
    • 5.2.5 Cinema
    • 5.2.6 Out-of-Home (OOH)
    • 5.2.7 Digital OOH (DOOH)
  • 5.3 By Transaction Type
    • 5.3.1 Programmatic
    • 5.3.2 Non-Programmatic
  • 5.4 By End-User Industry
    • 5.4.1 Fast-Moving Consumer Goods (FMCG)
    • 5.4.2 Retail and E-commerce
    • 5.4.3 Automotive
    • 5.4.4 BFSI
    • 5.4.5 Telecom and IT
    • 5.4.6 Healthcare and Pharma
    • 5.4.7 Travel and Tourism
    • 5.4.8 Other End-User Industries
  • 5.5 By Country
    • 5.5.1 Singapore
    • 5.5.2 Malaysia
    • 5.5.3 Indonesia
    • 5.5.4 Thailand
    • 5.5.5 Vietnam
    • 5.5.6 Philippines
    • 5.5.7 Other Countries (Cambodia, Laos, Myanmar, Brunei, Timor-Leste)

6 COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
    • 6.4.1 Dentsu International Asia Pte. Ltd.
    • 6.4.2 GroupM Asia Pacific Holdings Ltd.
    • 6.4.3 Omnicom Media Group Asia Pacific Pte. Ltd.
    • 6.4.4 Publicis Groupe SA
    • 6.4.5 Havas Media Asia Pacific Pte. Ltd.
    • 6.4.6 IPG Mediabrands Singapore Pte. Ltd.
    • 6.4.7 JCDecaux Singapore Pte. Ltd.
    • 6.4.8 Clear Channel Singapore Pte. Ltd.
    • 6.4.9 XCO Media Pte. Ltd.
    • 6.4.10 Mediacorp OOH Media Pte. Ltd.
    • 6.4.11 Moove Media Pte. Ltd.
    • 6.4.12 SPH Media Limited (SPHMBO)
    • 6.4.13 Moving Walls Sdn. Bhd.
    • 6.4.14 Spectrum Outdoor Sdn. Bhd.
    • 6.4.15 TAC Media Sdn. Bhd.
    • 6.4.16 VGI Global Media Public Co. Ltd.
    • 6.4.17 Sea Digital Media Pte. Ltd.
    • 6.4.18 AdColony (Digital Turbine Singapore Pte. Ltd.)
    • 6.4.19 GrabAds Holdings Pte. Ltd.
    • 6.4.20 Gojek Ads (PT Dompet Anak Bangsa)
    • 6.4.21 Kantar Media Singapore Pte. Ltd.
    • 6.4.22 Innity Corporation Berhad

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-need Assessment