查看購物車
  • Simplified Chinese
  • English
  • Japanese
封面
市場調查報告書
商品編碼
1644460

東南亞廣告市場：市場佔有率分析、產業趨勢與統計、成長預測（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個工作天內

價格

※ 本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

簡介目錄

東南亞廣告市場規模預計在 2025 年為 283.5 億美元，預計到 2030 年將達到 577.7 億美元，預測期內（2025-2030 年）的複合年成長率為 15.3%。

東南亞廣告市場-IMG1

網路廣告日益複雜，廣告攔截器價格高昂，迫使行銷和廣告公司尋找能夠傳遞其廣告和訊息的替代解決方案。這可能為數位戶外媒體市場帶來豐厚的機會，並在預測期內提升其滲透率。

關鍵亮點

  • 東南亞是廣告業最重要的成長地區之一。戶外廣告（OOH）比其他傳統媒體形式更好地經受住了數位革命的考驗。因此，它是少數幾個廣告收入持續成長的傳統媒體領域之一。
  • 東南亞在數位戶外廣告（DOOH）方面也表現良好。例如，菲律賓預計將在未來五年內經歷最高的數位成長，從而吸引 Rubicon Project 和 Dataxu 等全球廣告科技公司的注意。
  • 程序化數位戶外廣告在東南亞尚處於起步階段。供應商仍在研究以編程方式提供庫存的複雜性。國內市場法規是數位戶外媒體在東南亞流行的一個主要因素。
  • 例如，新加坡對於戶外廣告市場的內容和位置有著非常嚴格的規定。由於廣告看板數量非常有限，廣告主需要確保其內容符合新加坡社會的共用價值觀，並且不會貶低競爭對手。在馬來西亞，所有戶外廣告創新內容必須提交給相關部門進行預先核准，以確保符合指導方針。

東南亞廣告市場趨勢

預計公共交通將佔據最大市場佔有率

  • 隨著對旅行者相關數位內容和資訊的需求不斷成長，佔該地區交通媒體收益成長大部分的平台正在透過資訊亭、廣告看板和標牌等各種廣告模式推出互動廣告。
  • 這導致了所有交通方式的客戶參與方面的消費行為行為發生了變化，在客戶心理中策略性地打造品牌。預計這將在未來幾年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環境，尤其是對於知名品牌和奢侈品牌而言。機場面臨著尋找更多收益途徑的壓力。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（而不僅僅是一個）。這將成倍地增加收益。此外，機場還可以引入廣告合作夥伴，幫助分擔升級到新廣告技術的成本負擔。
  • 數位螢幕的初始設置成本遠高於印刷指示牌，這可能會在未來對此細分市場構成挑戰。

馬來西亞預計將佔據最大市場佔有率

  • 隨著馬來西亞開始放寬疫情限制，負責人擴大被要求保持敏捷和靈活，以最大限度地發揮其戶外和數位戶外廣告支出的效果。馬來西亞於 2020 年實施有條件行動控制令（CMCO），以遏制 COVID-19 的蔓延。該命令禁止一系列活動，包括州際旅行和大型集會。此舉對馬來西亞廣告業產生了深遠的影響。因此，大多數品牌的行銷重點已轉移到人們花費更多時間的個人和家用設備。
  • 不過，一些馬來西亞公司計劃利用這一情況進一步獲利。例如，馬來西亞點播串流平台Lalamove將CMCO時期視為投資戶外廣告和數位戶外廣告媒體的良好機會。該公司利用了戶外廣告和數位戶外廣告網站的降價。
  • 數位戶外廣告正在全國各地經歷重大變革時期，預計預測期內支出將會成長。成長的關鍵驅動力是數位螢幕的密集分佈、發達的基礎設施和互聯技術，這些為品牌創造了新的機會。
  • 馬來西亞廣告商協會意識到戶外廣告和數位戶外廣告正成為越來越受廣告商歡迎的媒介。然而，由於技術提供者眾多，多種可信任技術以及不同的測量貨幣，為測量帶來了挑戰。
  • 因此，馬來西亞廣告商協會與媒體專業協會（MSA）達成協議，與馬來西亞戶外廣告協會（OAAM）成立聯合行業委員會來解決這個問題。聯合產業委員會 (JIC) 的成立和單一貨幣的標準化有望透過引入媒體所有者常用的更簡單的測量方法來簡化規劃流程。 JIC 正在致力於開發一個框架，用於選擇可由多種技術和提供者提供的單一測量指數。

東南亞廣告業概況

東南亞廣告市場競爭激烈且分散，擁有許多全球和區域參與企業。這些參與企業擁有相當大的市場佔有率並致力於擴大其全球基本客群。這些參與企業專注於研發活動、策略聯盟以及其他有機和無機成長策略，以在預測期內保持與市場環境的相關性。

  • 2022 年 10 月：區塊鏈解決方案供應商Aqilliz 宣布與 Moving Walls 合作，為全球行動食品配送巨頭 Foodpanda 提供由區塊鏈驅動的 DOOH 廣告試點。該試點計畫旨在提高數位戶外廣告市場的透明度，預計到 2025 年該市場的價值將達到 321 億美元，它提供了宣傳活動效果的獨立即時視圖，並允許品牌追蹤購買的廣告曝光率和廣告位是否正在播放。
  • 2022 年 8 月：雅仕維傳媒Group Limited宣布與 Hivestack 合作，為廣告商推出靈活的資料主導廣告技術解決方案，以開展創新的品牌宣傳活動，為受眾提供卓越的體驗並改善其營運所在的城市。

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 市場動態

  • 市場概況
  • 產業吸引力-波特五力分析
    • 買家的議價能力
    • 供應商的議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭強度
  • 生態系分析
  • 預計將進入東南亞廣告市場的主要全球促進因素
  • COVID-19 對廣告和數位戶外媒體市場的影響
    • 對廣告支出的影響
    • 透過增加關鍵管道的參與度，從傳統媒體轉向數位媒體
    • 預計會影響成長軌跡的區域和國家特定因素

第5章 市場動態

  • 市場促進因素
    • 增加公共運輸基礎設施
    • 數位螢幕的普及率不斷提高
  • 市場問題
    • 安裝和維護成本高

第6章 海上廣告市場展望

  • 馬來西亞
    • 馬來西亞廣告支出（2018-2028）
    • 廣告費用-依媒體分類
      • 電視機
      • 報紙
      • 雜誌
      • 收音機
      • 其他廣告費用（電影等）
    • 馬來西亞戶外廣告市場預測（十億美元，2019-2029）
    • 馬來西亞 DOOH 市場估值（十億美元，2019-2029 年）
    • 馬來西亞 DOOH 用途分類
      • 廣告看板
      • 過境
      • 街道家具
      • 購物中心
      • 其他
  • 印尼
    • 印尼廣告支出（2019-2029）
    • 廣告費用-依媒體分類
      • 電視機
      • 報紙
      • 雜誌
      • 收音機
      • 其他廣告費用（電影等）
    • 印尼戶外廣告市場預測（2019-2029，十億美元）
    • 印尼 DOOH 市場估值（十億美元，2019-2029 年）
    • 印尼 DOOH 細分市場（按用途分類）
      • 廣告看板
      • 過境
      • 街道家具
      • 購物中心
      • 其他
  • 泰國
    • 泰國廣告支出（2019-2029）
    • 廣告費用-依媒體分類
      • 電視機
      • 報紙
      • 雜誌
      • 收音機
      • 其他廣告費用（電影等）
    • 泰國戶外廣告市場預測（2019-2029，十億美元）
    • 泰國數位戶外媒體市場規模估計（十億美元，2019-2029）
    • 泰國 DOOH 細分市場（按用途分類）
      • 廣告看板
      • 過境
      • 街道家具
      • 購物中心
      • 其他
  • 越南
    • 越南廣告支出（2019-2029）
    • 廣告費用-依媒體分類
      • 電視機
      • 報紙
      • 雜誌
      • 收音機
      • 其他廣告費用（電影等）
    • 越南戶外廣告市場預測（2019-2029，十億美元）
    • 越南 DOOH 市場估值（十億美元，2019-2029 年）
    • 越南 DOOH 細分市場（按用途分類）
      • 廣告看板
      • 過境
      • 街道家具
      • 購物中心
      • 其他
  • 菲律賓
    • 菲律賓廣告支出（2019-2029）
    • 廣告費用-依媒體分類
      • 電視機
      • 報紙
      • 雜誌
      • 收音機
      • 其他廣告費用（電影等）
    • 菲律賓戶外廣告市場預測（2019-2029，十億美元）
    • 菲律賓數位戶外媒體市場規模估計（十億美元，2019-2029）
    • 菲律賓數位戶外媒體的用途細分
      • 廣告看板
      • 過境
      • 街道家具
      • 購物中心
      • 其他

第7章 競爭格局

  • 公司簡介
    • 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8章投資分析

第 9 章：未來趨勢

簡介目錄
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