Market Overview

The ASEAN Out-of-Home (OOH) and Digital Out-of-Home (DOOH) Market is undergoing a dynamic transformation fueled by urbanization, digital innovation, and shifting consumer behaviors. Comprising key Southeast Asian economies like Indonesia, Thailand, Malaysia, Vietnam, Singapore, and the Philippines, the ASEAN region is witnessing a significant evolution in how brands engage audiences beyond traditional media.

OOH advertising—which includes billboards, transit ads, street furniture, and posters—remains a staple of the media mix in the region due to its wide reach and high visibility. However, the transition to DOOH—which incorporates digital screens, dynamic content, and real-time targeting—is reshaping the industry’s landscape. As smart cities emerge and infrastructure investments grow, digital formats are becoming more sophisticated and integrated with mobile, data, and programmatic technologies.

The ASEAN region presents a diverse media market, with each country exhibiting unique advertising regulations, consumer habits, and digital maturity. Despite these differences, the overall trajectory is clear: a steady migration from static to digital formats, with urban centers acting as the launchpads for high-impact DOOH campaigns.

Meaning

Out-of-Home (OOH) advertising refers to any visual advertising media found outside the home, such as:

• Billboards

• Transit ads (buses, trains, taxis)

• Street furniture (bus shelters, kiosks)

• Mall and airport displays

Digital Out-of-Home (DOOH) is an advanced subsegment that uses digital screens and dynamic content to engage audiences in real time. DOOH formats include:

• Digital billboards

• Interactive screens

• LED transit displays

• Programmatic DOOH networks

In ASEAN countries, OOH remains crucial in urban and semi-urban areas, while DOOH is gaining momentum in high-traffic zones such as business districts, malls, airports, and transportation hubs. The use of data and mobile integration is helping advertisers target audiences with contextual, relevant, and personalized content.

Executive Summary

The ASEAN OOH and DOOH Market was valued at approximately USD 2.3 billion in 2024, with DOOH accounting for around 35% of the total spend. The market is projected to grow at a CAGR of 8.9% from 2025 to 2030, reaching USD 4.1 billion by the end of the forecast period.

While traditional OOH formats continue to generate stable revenue, DOOH is growing faster due to its dynamic capabilities, enhanced ROI tracking, and compatibility with omnichannel campaigns. The market is driven by increased digital infrastructure, mobile penetration, and demand for immersive brand experiences.

Advertisers across retail, FMCG, real estate, automotive, entertainment, and government sectors are leveraging DOOH to deliver dynamic, targeted, and real-time messages in public spaces. Programmatic DOOH, which allows ad buying in real-time via data-driven platforms, is also gaining traction, especially in developed ASEAN markets like Singapore and Malaysia.

Key Market Insights

• Digital is Driving Growth: DOOH growth outpaces traditional OOH, with formats like digital transit media, mall displays, and programmatic DOOH gaining momentum.

• Smart Cities Boost DOOH: Initiatives in Singapore, Jakarta, and Bangkok are expanding the use of smart kiosks and data-enabled displays.

• Transit Advertising is Booming: With millions relying on public transportation, transit media remains a dominant OOH segment.

• Programmatic Buying on the Rise: Agencies are adopting programmatic platforms to deliver targeted, measurable, and flexible DOOH campaigns.

• Mobile Integration is Key: Syncing mobile and DOOH allows marketers to retarget users and measure engagement post-impression.

Market Drivers

1. Urbanization and Infrastructure Development: Rapid urban growth and transportation network expansion are increasing ad inventory across cities.

2. Growing Digital Adoption: Rising smartphone penetration and internet access support digital ad experiences and mobile-DOOH interaction.

3. Increased Ad Spend in ASEAN Economies: Brand investments in marketing are increasing as economies recover from the pandemic.

4. Real-Time and Dynamic Content Delivery: DOOH enables dayparting, weather-based content, and live feeds that enhance ad relevance.

5. High Audience Engagement in Public Spaces: Commuters, shoppers, and urban dwellers are increasingly exposed to DOOH during daily routines.

Market Restraints

1. High Capital Costs for Digital Infrastructure: Installing and maintaining digital screens involves significant upfront investment.

2. Regulatory Constraints: Strict advertising laws and permit requirements can slow OOH/DOOH deployment in certain countries.

3. Fragmented Market: Differences in digital maturity and infrastructure across ASEAN countries pose operational challenges.

4. Limited Standardization in Metrics: Measurement tools vary across providers, hindering cross-market campaign evaluation.

5. Competition from Digital and Social Media: Online platforms offer more precise targeting, challenging traditional media’s dominance.

Market Opportunities

1. Programmatic DOOH Expansion: Automating DOOH buys with data and analytics offers scalability and efficiency.

2. Integration with 5G and IoT: Upcoming 5G networks enable real-time content delivery and smart display interaction.

3. Increased Adoption in Tier-2 Cities: Rising consumer spending and mobility in smaller cities create new OOH/DOOH opportunities.

4. Green and Sustainable Displays: Eco-friendly displays and energy-efficient lighting systems are attracting ESG-focused brands.

5. AR and Interactive Displays: Using Augmented Reality (AR) and touch-enabled DOOH boosts engagement and brand storytelling.

Market Dynamics

Supply Side Factors:

• Media Owners’ Investment: Leading OOH companies are expanding digital inventory and upgrading hardware across urban centers.

• Tech Partnerships: Collaborations between media owners, ad-tech firms, and telecoms are driving DOOH innovation.

Demand Side Factors:

• Brand Demand for Reach and Impact: Brands seeking mass awareness and premium visibility prefer high-traffic OOH locations.

• Retail and FMCG Spending: These sectors are consistently among the top spenders in OOH due to visibility and proximity to purchase points.

Economic Factors:

• Post-COVID Economic Recovery: Increased mobility, footfall, and consumer confidence are boosting outdoor ad exposure.

• Tourism Resurgence: International travel rebounds are revitalizing airport and transit-based DOOH segments.

Regional Analysis

1. Indonesia:

   • Largest market in ASEAN for OOH by volume.

   • Jakarta leads in DOOH growth with digital transit and roadside billboards.

2. Thailand:

   • Bangkok is a major DOOH hotspot with LED mega-screens and mall-based displays.

   • Government encourages smart city integrations.

3. Malaysia:

   • Kuala Lumpur has high DOOH penetration and is a pioneer in programmatic DOOH adoption.

   • Retail, finance, and telecom are top ad spenders.

4. Singapore:

   • Most mature DOOH market in ASEAN.

   • Advanced transit systems and data-backed targeting solutions are widely adopted.

5. Vietnam and the Philippines:

   • Fast-growing OOH markets with potential for digital expansion.

   • Metro rail expansions and urban growth are creating new inventory.

Competitive Landscape

The ASEAN OOH and DOOH Market is competitive and rapidly evolving. Major players include:

• VGI Global Media (Thailand): A market leader with strong transit and digital media networks.

• TMR Media (Malaysia): Operates digital billboards and transit systems, with growing programmatic capabilities.

• Katalis Digital (Indonesia): Pioneering DOOH provider offering mobile-synced and interactive ad solutions.

• OOH Media (Singapore): Leading in transit and high-end DOOH displays in premium business zones.

• Asia Outdoor, Big Tree Outdoor, Eye Media: Local players expanding digital footprint across malls, airports, and highways.

Competition is increasingly focused on inventory quality, digital capabilities, and data-driven targeting.

Segmentation

By Format:

• Traditional OOH (Billboards, Posters, Transit Ads)

• Digital Billboards

• Street Furniture (Digital & Static)

• Transit DOOH (Train, Bus, Airports)

• Retail/Mall DOOH

By Platform:

• Static OOH

• Digital Out-of-Home (DOOH)

  • Programmatic DOOH

  • Interactive DOOH

  • Mobile-integrated DOOH

By End Use Industry:

• Retail

• FMCG

• Automotive

• Finance

• Government and Public Awareness

• Travel and Tourism

• Media and Entertainment

Category-wise Insights

• Transit Advertising: Most effective in major ASEAN cities due to long commuter hours and route familiarity.

• Mall and Retail DOOH: Strong engagement in shopping centers, with interactive displays offering high ROI.

• Airport DOOH: Premium branding opportunities targeting business travelers and international tourists.

• Programmatic DOOH: Growing adoption among FMCG and tech brands due to real-time targeting and dynamic creative.

Key Benefits for Industry Participants and Stakeholders

1. High Impact Advertising: Large-format and digital screens deliver strong brand visibility.

2. Audience Reach at Scale: Ideal for campaigns targeting urban, mobile populations.

3. Data Integration: Enables smarter targeting, campaign attribution, and consumer retargeting.

4. Creative Flexibility: Dynamic content allows contextual messaging and better consumer resonance.

5. Sustainable Innovation: Energy-efficient screens and recyclable materials align with CSR goals.

SWOT Analysis

Strengths:

• Strong consumer exposure in high-traffic areas

• Visual impact and brand recall

• Broad applicability across sectors

Weaknesses:

• High upfront costs for digital screen installation

• Limited audience interaction in static formats

• Fragmentation across ASEAN markets

Opportunities:

• Growth of programmatic and mobile-connected DOOH

• Smart city and infrastructure investments

• New creative formats (AR/VR)

Threats:

• Competition from social media and digital video ads

• Stricter ad placement regulations

• Hardware maintenance and obsolescence issues

Market Key Trends

1. Programmatic DOOH (pDOOH): Enables automated media buying based on audience data and contextual triggers.

2. Mobile-DOOH Convergence: Integration of DOOH with mobile apps for retargeting and engagement tracking.

3. Contextual and Dynamic Creative: Ads change based on time, weather, and audience demographics.

4. Touchless and Interactive Screens: Enhances consumer interaction while ensuring hygiene.

5. Sustainable OOH Practices: Eco-friendly displays and solar-powered billboards are being deployed.

Key Industry Developments

1. Launch of Smart Bus Shelters in Bangkok: Real-time DOOH and Wi-Fi-enabled shelters rolled out city-wide.

2. Programmatic DOOH Partnerships in Malaysia: TMR Media partners with ad-tech firms to enable real-time ad placements.

3. Philippines MRT DOOH Expansion: New screens added to transit lines to cater to growing commuter base.

4. Singapore Integrates DOOH with Smart Nation Infrastructure: Location-aware content and sensors deployed in public kiosks.

5. Vietnam DOOH Policy Reforms: Government revises urban ad regulations to enable more digital installations.

Analyst Suggestions

1. Invest in Unified Measurement Standards: Enable cross-platform ROI analysis for DOOH campaigns.

2. Expand in Tier-2 Cities: Leverage urbanization trends to scale OOH networks.

3. Adopt Sustainable Display Technology: Reduce energy consumption and enhance public image.

4. Promote Programmatic Education: Help media buyers understand the potential of automated DOOH.

5. Foster Public-Private Collaborations: Partner with governments for smart infrastructure integration.

Future Outlook

The ASEAN OOH and DOOH Market is set to expand significantly over the next five years. As digital infrastructure matures, advertisers will increasingly prioritize DOOH in their media mix. With rising demand for omnichannel, data-driven, and experience-based advertising, the role of OOH and DOOH will evolve from passive display to active engagement.

By 2030, ASEAN’s leading cities are expected to be home to intelligent, connected DOOH ecosystems, integrated with mobile apps, public services, and real-time consumer insights—positioning the region as a global innovation hub for outdoor advertising.

Conclusion

The ASEAN OOH and DOOH Market represents a vibrant and evolving opportunity for advertisers, media owners, and tech innovators. With growing urban populations, digital adoption, and brand competition, out-of-home media is becoming smarter, more targeted, and more engaging.

As the region embraces digital transformation, stakeholders that invest in programmatic platforms, smart displays, and sustainable innovation will be best positioned to lead in the next generation of impactful advertising in Southeast Asia.