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亞太地區數位戶外(DOOH)：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

APAC DOOH - 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個工作天內

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簡介目錄

亞太地區數位戶外(DOOH) 市場規模預計在 2025 年為 216.4 億美元，預計到 2030 年將達到 387.1 億美元，預測期內（2025-2030 年）的複合年成長率為 12.34%。

亞太地區數位戶外媒體市場-IMG1

亞太地區是各地區中人口最多的地區。隨著城市人口的成長和購買力的增強，亞太地區被認為是數位戶外廣告最大的市場之一。

主要亮點

  • 該地區發達的基礎設施在數位戶外廣告市場的發展中發揮關鍵作用。此外，該地區主要由上海文廣集團和時代網際網路等本地企業主導，儘管德高貝登等規模較大的企業在該地區也佔有相當大的市場佔有率。 DOOH 品牌可以利用數位展示廣告的優勢，包括資料驅動的定位、測量、基於效果的中期宣傳活動創新靈活性、保證可見性和無詐欺流量。
  • 全球最大的中產階級、快速的基礎設施成長、不斷加速的數位化以及不斷擴張的大都市是推動數位螢幕配置激增的顯著因素。泰國、馬來西亞和菲律賓等國家由於市場分散，戶外空間自動化發展速度加快，許多新的純數位化參與者在這些市場湧現。
  • 市場正在見證供應商進行各種聯盟和收購，以加強其市場地位。例如，2022年6月，程序化數位戶外廣告科技公司Hivestack擴大了與雅仕維媒體Group Limited的合作夥伴關係，後者的策略重點是大型交通廣告媒體管理，包括地鐵、機場和高鐵。
  • 此外，市場參與者推出的各種措施也進一步支持了數位戶外媒體市場的成長。例如，2022 年 9 月，《印度時報》與 Times OOH 合作發起了一項 DOOH宣傳活動。該宣傳活動旨在透過一系列有趣的圖像講述有關印度的不同故事，鼓勵觀眾反思和了解印度的獨特之方面。
  • 新冠疫情的爆發雖然阻礙了數位化，但也為新技術和新顯示器的引入打開了大門。隨著人們逐漸放鬆限制，將社交距離和衛生放在首位，並考慮到公共，我們很可能會看到更聰明、可操作的數位顯示器出現在零售、交通、飯店、銀行和教育等客戶收集點，配備臉部辨識掃描器、熱探測器和佇列管理平台。此類數位戶外媒體公共事業基礎設施的湧入可能會促進該地區的數位化，並為數位戶外媒體產業創造新的機會。

亞太數位戶外(DOOH) 市場趨勢

預計過境將佔很大佔有率

  • 隨著旅客對相關數位內容和資訊的需求日益成長，各種廣告模式（如資訊亭、廣告看板和平台標牌）的互動廣告也應運而生，而這些廣告模式佔了交通媒體收益成長的很大一部分。消費行為透過各種交通途徑與客戶參與的行為發生了變化，從而在客戶心態中策略性地建立品牌。這很可能會在未來三年內推動潛在客戶轉向傳統媒體。
  • 在所有不同的交通環境中，機場已被證明是理想的廣告宣傳場所，尤其是對於知名品牌和奢侈品牌而言。機場不斷面臨尋找增加收益方法的壓力。透過將海報等靜態展示轉變為數位展示，機場可以利用相同的空間並將其出售給多個廣告商。這將成倍地增加您的收入。機場還可以透過引入廣告合作夥伴來分擔升級到新廣告技術的成本負擔。
  • 2022 年 6 月，阿達尼機場控股有限公司 (Adani Airports Holdings Ltd) 選擇 Lemma 作為其技術合作夥伴，為程式化 DOOH 提供支援。採用程序化廣告符合利用最新基礎設施和技術對印度主要機場進行現代化改造的目標。
  • 此外，生活風格平台 TataCLiQ 最近與 Lemma 合作，在機場為 TheLUXELife 開展了首個程序化 DOOH宣傳活動。宣傳活動旨在吸引對網路購物和奢侈品有著濃厚親和性的受眾。 Tata CLiQ Luxury 擴大了其程式化投資組合，與 Lemma 合作開展宣傳活動，使用 Google DV360 作為需求端平台在不同地點的多個螢幕上即時檢驗DOOH宣傳活動。
  • 由於亞太地區 COVID-19 疫情蔓延而實施的封鎖導致 RA-OOH（鐵路音頻廣告）陷入停頓。該地區的主要公共交通連接有限，在此期間，像公車站這樣的主要交通戶外銷售點被忽視了。封鎖給多個媒體行業造成了沉重打擊，戶外媒體的打擊尤其嚴重。
  • RA-OOH 廣告聚合了消費者接觸點，是接觸超當地語系化目標受眾的最具成本效益和創新性的方式之一。由於封鎖，接觸點已暫停。然而，隨著經濟重新開放和運輸業務恢復正常，市場成長開始加速。

預計中國將佔很大佔有率

  • 根據跟訊網路統計，中國戶外廣告市場規模約90億美元，其中數位廣告佔比約25%至30%。由於多種因素的影響，數位螢幕和支出正在快速成長。其促進因素包括更便宜、更高品質的螢幕的出現，廣告商希望透過創新訊息提高受眾參與度和影響力，以及新技術的引入。
  • 另一個主要因素是，現在大多數影片廣告的長度為三到五秒，因此現在可以在數位螢幕上有效地使用影片來擴大大眾媒體宣傳活動的覆蓋範圍。在中國，未來幾年數位戶外廣告支出預計將大幅增加，而靜態戶外廣告（大型廣告看板廣告除外）預計將減少。
  • 程序化數位戶外廣告在該地區日益流行可歸因於多種因素，包括中國可用的數位戶外廣告庫存增加、為程序化宣傳活動提供支援的本地資料合作夥伴的實力，以及本地品牌和廣告商對目標市場受眾的總體需求不斷成長。
  • 2022 年 11 月，程式化數位戶外廣告科技公司 Hivestack 宣布與 Tulip Media 合作，在中國推出戶外 LED 媒體螢幕。此次合作將使國內外品牌、代理商和全通路 DSP 能夠訪問 Hivestack 的供應端平台，在北京、上海、廣州和深圳等中國 15 個主要一線和二線城市購買超過 100 塊戶外大螢幕。
  • 受新冠疫情影響，中國多個品牌暫停數位戶外廣告，但這並不意味著螢幕完全熄滅。雖然一些媒體所有者已將其網路下線，但其他媒體已將其顯示器轉移到面向公眾的資訊來源，敦促他們保持距離，經常洗手，並向他們提供必要的更新。
  • 住宅電梯上的網路螢幕也非常活躍，播放著公共廣告、學習教育應用程式的廣告，以及當地餐廳提供外帶。在中國，隨著封鎖措施的放鬆和外出人數的增多，越來越多的數位戶外宣傳活動正在湧現。中國媒體主已經開始報告宣傳活動預訂量穩定成長。

亞太地區數戶外廣告 (DOOH) 產業概況

亞太地區的數位戶外（DOOH）市場高度分散。它由幾家在多個市場營運的大型戶外廣告和媒體公司，以及在一個或幾個本地市場營運有限數量單位的小型本地公司組成。該市場的一些主要參與者包括德高集團 (JCDecaux Group)、清晰頻道戶外廣告公司 (Clear Channel Outdoor Holdings Inc.)、BroadSign International LLC 和 Outfront Media Inc.

2022 年 6 月，Srishti Group 與 Armour Digital OOH 建立策略夥伴關係，推動 DOOH 在印度南部市場的擴張。該戰略夥伴關係已確定將在清奈中央車站、清奈莫爾車站、胡布利車站、貝爾高姆車站、達爾瓦德車站和霍斯佩特車站開展戶外廣告營運。

2022 年 6 月，德高新加坡在新加坡樟宜機場集團的 50 塊數位螢幕庫存中推出了程式化交易。 VIOOH 是一個全球數位戶外廣告供應端平台，與全球需求端平台合作。隨著此次發布，德高貝登的程式化數位戶外廣告將在新加坡的 191 個數位螢幕上每月帶來 1.2 億次廣告曝光率。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概況
  • 產業價值鏈分析
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 買家的議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭強度
  • COVID-19 市場影響評估

第5章 市場動態

  • 市場促進因素
    • 數位螢幕日益普及
    • 聯網螢幕提供更大的廣告彈性
  • 市場挑戰
    • 安裝和維護成本高

第6章 市場細分

  • 按位置
    • 室內的
    • 戶外的
  • 按應用
    • 廣告看板
    • 交通
    • 街道家具
    • 其他用途
  • 按最終用戶
    • 零售
    • 醫療保健/製藥
    • 金融服務
    • 車
    • 電信/公共事業
    • 政府
    • 其他最終用戶
  • 按國家
    • 中國
    • 日本
    • 澳洲
    • 印度
    • 韓國
    • 香港
    • 泰國
    • 新加坡
    • 其他亞太地區（菲律賓、印尼、馬來西亞等）

第7章 競爭格局

  • 公司簡介
    • JCDecaux Group
    • Clear Channel Outdoor Holdings Inc.
    • BroadSign International LLC
    • Outfront Media Inc.
    • The Times Group
    • Talon Outdoor Ltd
    • oOh!media Limited
    • Daktronics Inc.
    • Eye Media LLC

第8章投資分析

第9章 市場展望

簡介目錄
Product Code: 71402

The APAC DOOH Market size is estimated at USD 21.64 billion in 2025, and is expected to reach USD 38.71 billion by 2030, at a CAGR of 12.34% during the forecast period (2025-2030).

APAC DOOH - Market - IMG1

The Asia-Pacific has the largest population among all the regions. With a rise in the urban population and increased purchasing power, Asia-Pacific is considered one of the largest markets for Digital OOH.

Key Highlights

  • The developed infrastructure of the region plays a significant role in developing the Digital OOH market. Moreover, the region is dominated by various local players, like Shanghai Media Group and Times Internet, while substantial players, like JCDecaux, also have considerable market share in this region. Brands using DOOH could utilize the benefits of digital display advertising, such as data-driven targeting, measurement, and the flexibility to set creative mid-campaign based on performance and the assurance of viewability and non-fraudulent traffic.
  • The largest global middle class, rapid infrastructure growth, accelerating digitization, and sprawling metropolises are prominent factors in the rampant allocation of digital screens. Countries like Thailand, Malaysia, and the Philippines are automating out-of-home spaces relatively fast due to market fragmentation, with many new players emerging in these markets, which are purely digital.
  • The market is witnessing various partnerships and acquisitions from vendors to enhance its market position. For instance, in June 2022, Hivestack, a programmatic digital out-of-home AD tech company, extended its partnership with Asiaray Media Group Limited with a strategic focus on mega transport advertising media management, including metro lines, airport, and high-speed rail lines.
  • Moreover, the various initiatives launched by the market players are further boosting the growth of the DOOH market. For instance, in September 2022, Times of India launched a DOOH campaign in partnership with Times OOH. The campaign aimed at communicating a wide array of stories about India, using a series of intriguing images that invoke viewers to think and know about unique aspects of India.
  • The outbreak of COVID-19 halted digitization, but it also opened doors for introducing new technologies and displays. Keeping public safety in mind, as people moved towards more relaxed restrictions with social distancing and hygiene being the utmost priority, more smart utility-digital displays are likely to emerge equipped with facial-identity scanners, thermal detectors, cue management platforms across congregation points such as retail, transit, hospitality, banking, and education sectors. This influx of DOOH-utility infrastructure could help boost the digitization drive in the region and create a new opportunity for the DOOH Industry.

Asia Pacific Digital-Out-of-Home (DOOH) Market Trends

Transit is Expected to Hold Major Share

  • The rising 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. There has been a shift in consumer behavior regarding customer engagement across various modes of transportation, thereby strategically building the brands in the customer mindset. This will drive potential customers against traditional media over the next three years.
  • Among various transit environments, airports have proven themselves to be ideal for advertising, particularly for top-tier and luxury brands. Airports are under constant pressure to figure out ways to generate more and more revenue. Converting static displays like posters to digital displays allows airports to utilize the same space to sell to multiple advertisers. That multiplies the amount of income exponentially. Airports can also share the cost burden of upgrading to new advertising technologies by bringing in advertising partners.
  • In June 2022, Adani Airports Holdings Ltd engaged Lemma as a tech partner to power programmatic DOOH. The adoption of programmatic advertising aligns with the goal of modernizing India's major airports with the latest infrastructure and technology.
  • Furthermore, , Lifestyle platform TataCLiQ executed its first programmatic DOOH campaign recently for TheLUXELife at airports in partnership with Lemma. The campaign aims to reach audiences exhibiting a high affinity for online shopping and luxury products. Expanding their programmatic portfolio, Tata CLiQ Luxury, along with Lemma, ran the campaign with Google DV360 as the demand side platform, giving the brand real-time validation of the DOOH campaign across multiple screens at various locations.
  • The lockdown prompted by the spread of COVID-19 in Asia-Pacific brought the RA-OOH (Railway Audio Advertising) to a standstill. Major public modes of transport were restricted in the region, and significant transit OOH mediums, such as bus stands, were gone unnoticed during this period. The lockdown took a hit on several media industries, and OOH properties were hit significantly.
  • RA- OOH advertising has a cluster of consumer touchpoints and is one of the most budget-effective and innovative techniques to reach the mass hyper-local target audience. Due to the lockdown, the touchpoints were disrupted. However, with the reopening of the economies and the transport operations coming back to normal, has provided boost to the market growth.

China is Expected to Hold Major Share

  • According to Doohken Network, the China OOH market is around USD 9 billion, of which between 25% and 30% is what could be called digital. Digital screens and spending are increasing faster due to multiple factors. Some are as basic as more availability of cheaper, higher-quality screens, while advertisers want better audience engagement and impact from their creative messages, plus the introduction of new technologies.
  • Another key driver is that most video advertising is now in shorter lengths, even 3-5 seconds, so the video can now work effectively on digital screens to build reach for mass media campaigns. It is expected that over the next years, Digital Outdoor spending will grow significantly while static outdoor, except for large format billboard ads, will decline in China.
  • The growing popularity of programmatic DOOH in the region can be attributed to several factors, such as the increase in available Chinese DOOH inventory, the strength of local data partners to power programmatic campaigns, and the overall growing need for local brands and advertisers to target audiences within the market.
  • In November 2022, Hivestack, a programmatic digital-out-of-home ad tech company, announced its partnership with Tulip Media for outdoor LED media screens in China. This partnership will help local and global brands, agencies, and omnichannel DSPs to access the Hivestack supply-side platform to buy more than 100 outdoor mega screens in over 15 first and second-tier key cities in China, including Beijing, Shanghai, Guangzhou, and Shenzhen.
  • With the outbreak of COVID-19, several brands across China have put a temporary hold on DOOH ads, but screens haven't gone dark altogether. Though some media owners have taken their networks offline, other players have transitioned their display screens into an information source for the public, with measures that remind people to keep their distance, wash their hands frequently, and provide essential updates.
  • Networks screens in residential elevators have also remained incredibly active, sharing Public Service Announcements, ads for learning and education apps, and local restaurants offering takeout. China has seen more DOOH campaigns emerge as lockdown measures relax and more people venture outside. Media owners in China are beginning to report a steady uptick in campaign bookings.

Asia Pacific Digital-Out-of-Home (DOOH) Industry Overview

The Asia Pacific Digital-Out-of-Home (DOOH) Market is highly fragmented. It comprises several extensive outdoor advertising and media companies with operations in multiple markets, as well as the smaller, local companies operating a limited number of structures in one or a few local markets. Some of the major players in the market include JCDecaux Group, Clear Channel Outdoor Holdings Inc., BroadSign International LLC, Outfront Media Inc., etc.

In June 2022, Srishti Group and Armour Digital OOH established a strategic partnership to drive DOOH expansion in the southern Indian markets. The strategic partnership has been defined for OOH business at Chennai Central, Chennai Egmore, Hubli, Belgaum, Dharwad, and Hospet railway stations.

In June 2022, JCDecaux Singapore launched programmatic trading for its inventory of 50 digital screens at Singapore Changi Airport Group. The offering will connect advertisers and media buyers to advertising inventory at Changi Airport via VIOOH, a global digital OOH supply-side platform connected to leverage global demand-side platforms. With this launch, JCDecaux said its programmatic DOOH offering would have 120 million monthly impressions across 191 digital screens islandwide.

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 INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Buyers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitutes
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Assessment of Impact of COVID-19 on the Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increasing Adoption of Digital Screens
    • 5.1.2 High Advertising Flexibility with Connected Screens
  • 5.2 Market Challenges
    • 5.2.1 High Installation and Maintenance Costs

6 MARKET SEGMENTATION

  • 6.1 By Location
    • 6.1.1 Indoor
    • 6.1.2 Outdoor
  • 6.2 By Application
    • 6.2.1 Billboard
    • 6.2.2 Transit
    • 6.2.3 Street Furniture
    • 6.2.4 Other Applications
  • 6.3 By End User
    • 6.3.1 Retail
    • 6.3.2 Healthcare/Pharmaceuticals
    • 6.3.3 Financial Services
    • 6.3.4 Automotive
    • 6.3.5 Telecom/Utilities
    • 6.3.6 Government Agencies
    • 6.3.7 Other End Users
  • 6.4 By Country
    • 6.4.1 China
    • 6.4.2 Japan
    • 6.4.3 Australia
    • 6.4.4 India
    • 6.4.5 South Korea
    • 6.4.6 Hong Kong
    • 6.4.7 Thailand
    • 6.4.8 Singapore
    • 6.4.9 Rest of Asia-Pacific (Philippines, Indonesia, Malaysia, etc.)

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 JCDecaux Group
    • 7.1.2 Clear Channel Outdoor Holdings Inc.
    • 7.1.3 BroadSign International LLC
    • 7.1.4 Outfront Media Inc.
    • 7.1.5 The Times Group
    • 7.1.6 Talon Outdoor Ltd
    • 7.1.7 oOh!media Limited
    • 7.1.8 Daktronics Inc.
    • 7.1.9 Eye Media LLC

8 INVESTMENT ANALYSIS

9 MARKET OUTLOOK