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レポート概要
| Mordor Intelligence社は、広告の東南アジア市場規模が2021年から2026年の間に15.29％成長すると予測しています。本調査資料では、東南アジアの広告市場について調査し、イントロダクション、調査手法、エグゼクティブサマリー、市場動向、市場状況、競争状況、市場将来の見通しなどを掲載しています。 |
The South East Asia Advertising Market is expected to grow at a CAGR of 15.29% during the forecast period 2021-2026.
The Covid-19 pandemic might have reduced the ad spends in the short term, but it would make companies look into unexplored areas of ads and marketing in the near future. Even during the lockdown, many organizations tried to reach their audience using online ads and marketing tools. The post-Covid-19 consumer is indoors and available on online mediums, making the paradigm shift in marketing strategy a must for businesses, small and big.
- With the increasing complexity around online advertising, coupled with the premium pricing charged for ad blockers, marketing, and advertising companies are looking for alternative solutions that will enable them to display their advertisements or messages. This presents the Advertising market with a lucrative opportunity, which may boost its adoption over the forecast period.
- Mobile location marketing is gaining traction, as it enables billboard owners to offer more informed choices regarding ad placements to the companies wanting to place the ad. This is anticipated to increase the adoption of DOOH over the forecast period
- With printed signage still holding a significant market share, DOOH provided the advertisers a potential opportunity to display more dynamic creative and custom triggers. For instance, if the traffic is congested, the viewers may have time to read a 150 words advertisement, but similarly in free-flowing traffic, they may not get to read even 10 words.
- Post-Covid-19, a shift in the advertising budget from traditional marketing such as print and ATL to digital and mobile marketing is expected. It is the means to reach the end-user who is consuming content primarily on the laptop, smartphone, or TV. Ad spends on news, and social chatting platforms, streaming TV, music, and games is increasing in the current period.
Key Market Trends
Billboard is Expected to have Significant Growth Rate
- The Asia-Pacific region accounts for the largest population. With the growing urban population and increased purchasing power, Asia-Pacific is considered to be one of the largest markets for digital OOH.
- Tommy, a creative agency, launched a new digital out-of-home division to help brands create interactive work while changing the way screens are being used around the world. The new division is known as OOHTommy, and it is expected to display work from Tommy Labs, a digital laboratory, where the agency tests, trials, and innovates for clients. It is expected to be launched in the Asia-Pacific region by Tommy.
- Asia’s first unified online OOH platform allows media buyers to plan and place advertising across thousands of billboards in the Asian outdoor media market, and accurately measures target audience viewership, by linking over 2,000 digital billboards in five nations.
- According to Moving Walls, a data and technology-led media company, 28 media owners of over 2,000 digital billboards in five Asian countries agreed to trade their inventory on the moving audience platform.
Transit Application is expected to hold the highest market share
- The increasing demand for digital content and information, which are 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.
- Owing to this, there has been a shift in consumer behavior in terms of customer engagement across all the modes of transportation, thereby, strategically building their brands in the customer mindset. This is expected to drive potential customers against the traditional media over the next three 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 and 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. Also, 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, and this is likely to pose a challenge for the market in the near future.
Competitive Landscape
The South East Asia Advertising market is competitive and fragmented and consists of a significant number of global and regional players. These players account for a considerable share in the market and focus on expanding their client base across the globe. These players focus on the research and development activities, strategic alliances, and other organic & inorganic growth strategies to stay in the market landscape over the forecast period.
- December 2020 – TRAX Platform, an independent advertising technology company transforming OOH transactions announced a partnership with Vistar Media, one of leading global provider of software for digital out-of-home. This new partnership will enable buyers in South East Asia markets to plan and purchase both traditional and digital out-of-home (OOH) inventory.
Reasons to Purchase this report:
- The market estimate (ME) sheet in Excel format
- 3 months of analyst support
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 Impact of COVID-19 on the Advertising & DOOH Market
4.2.1 Impact on the Advertising spend
4.2.2 Switching from Traditional Medium to Digital Medium due to higher engagement on major channels
4.2.3 Regional & country-specific factors expected to have an influence on the growth trajectory,
4.3 Market Drivers
4.3.1 Increase in Public Transit Infrastructure
4.3.2 Increasing Adoption of Digital Screens
4.4 Market Challenges
4.4.1 High Installation and Maintenance Costs
4.5 Porters Five Force Analysis
4.5.1 Threat of New Entrants
4.5.2 Bargaining Power of Buyers/Consumers
4.5.3 Bargaining Power of Suppliers
4.5.4 Threat of Substitute Products
4.5.5 Intensity of Competitive Rivalry
4.6 Key Global Cues Expected to Find Their Way into the SEA Advertising Market
4.7 Industry Ecosystem Analysis
5 SEA ADVERTISING MARKET LANDSCAPE
5.1 Malaysia
5.1.1 Malaysia Advertising Spend (2015-2026)
5.1.2 Advertising Spend – Breakdown by Medium
5.1.2.1 Television
5.1.2.2 Newspaper
5.1.2.3 Magazine
5.1.2.4 Radio
5.1.2.5 Others (Cinema, etc)
5.1.3 Malaysia OOH Market Estimates in USD million, 2015-2026
5.1.4 Malaysia DOOH Market Estimates in USD million, 2015-2026
5.1.5 Malaysia DOOH Segmentation by Application
5.1.5.1 Billboard
5.1.5.2 Transit
5.1.5.3 Street Furniture
5.1.5.4 Malls
5.1.5.5 Other Applications
5.2 Indonesia
5.2.1 Indonesia Advertising Spend (2015-2026)
5.2.2 Advertising Spend – Breakdown by Medium
5.2.2.1 Television
5.2.2.2 Newspaper
5.2.2.3 Magazine
5.2.2.4 Radio
5.2.2.5 Others (Cinema, etc)
5.2.3 Indonesia OOH Market Estimates in USD million, 2015-2026
5.2.4 Indonesia DOOH Market Estimates in USD million, 2015-2026
5.2.5 Indonesia DOOH Segmentation by Application
5.2.5.1 Billboard
5.2.5.2 Transit
5.2.5.3 Street Furniture
5.2.5.4 Malls
5.2.5.5 Other Applications
5.3 Thailand
5.3.1 Thailand Advertising Spend (2015-2026)
5.3.2 Advertising Spend – Breakdown by Medium
5.3.2.1 Television
5.3.2.2 Newspaper
5.3.2.3 Magazine
5.3.2.4 Radio
5.3.2.5 Others (Cinema, etc)
5.3.3 Thailand OOH Market Estimates in USD million, 2015-2026
5.3.4 Thailand DOOH Market Estimates in USD million, 2015-2026
5.3.5 Thailand DOOH Segmentation by Application
5.3.5.1 Billboard
5.3.5.2 Transit
5.3.5.3 Street Furniture
5.3.5.4 Malls
5.3.5.5 Other Applications
5.4 Vietnam
5.4.1 Vietnam Advertising Spend (2015-2026)
5.4.2 Advertising Spend – Breakdown by Medium
5.4.2.1 Television
5.4.2.2 Newspaper
5.4.2.3 Magazine
5.4.2.4 Radio
5.4.2.5 Others (Cinema, etc)
5.4.3 Vietnam OOH Market Estimates in USD million, 2015-2026
5.4.4 Vietnam DOOH Market Estimates in USD million, 2015-2026
5.4.5 Vietnam DOOH Segmentation by Application
5.4.5.1 Billboard
5.4.5.2 Transit
5.4.5.3 Street Furniture
5.4.5.4 Malls
5.4.5.5 Other Applications
5.5 Philippines
5.5.1 Philippines Advertising Spend (2015-2026)
5.5.2 Advertising Spend – Breakdown by Medium
5.5.2.1 Television
5.5.2.2 Newspaper
5.5.2.3 Magazine
5.5.2.4 Radio
5.5.2.5 Others (Cinema, etc)
5.5.3 Philippines OOH Market Estimates in USD million, 2015-2026
5.5.4 Philippines DOOH Market Estimates in USD million, 2015-2026
5.5.5 Philippines DOOH Segmentation by Application
5.5.5.1 Billboard
5.5.5.2 Transit
5.5.5.3 Street Furniture
5.5.5.4 Malls
5.5.5.5 Other Applications
6 SEA DOOH MARKET COMPETITIVE LANDSCAPE
6.1 Company Profiles
6.1.1 JCDecaux Singapore Pte Ltd
6.1.2 Clear Channel Singapore Pte Ltd
6.1.3 OOH Media(MediacorpPte Ltd)
6.1.4 XCO Media (SMRT Experience Pte Ltd)
6.1.5 Moove Media Pte Ltd
6.1.6 SPHMBO (Singapore Press Holding Ltd)
6.1.7 Cornerstone Financial Holding Ltd.
6.1.8 Golden Village
6.1.9 Mediatech Services Pte Ltd
6.1.10 ActMedia Singapore Pte Ltd
6.1.11 Spectrum Outdoor SdnBhd
6.1.12 TAC Media SdbBhd
6.1.13 Moving Walls
7 FUTURE OUTLOOK