Out-of-Home Advertising - Asia

  • Asia
  • Out-of-Home Advertising market in Asia is projected to reach €15.63bn in 2024.
  • The largest market in Asia is Traditional Out-of-Home Advertising with a market volume of €8.62bn in 2024.
  • In global comparison, most ad spending in Asia will be generated United States (€8,665.00m in 2024).
  • The average ad spending per capita in the Out-of-Home Advertising market in Asia is projected to amount to €3.44 in 2024.
  • In Japan, digital out-of-home advertising is rapidly gaining popularity, with interactive and dynamic content capturing the attention of tech-savvy consumers.

Key regions: France, India, United Kingdom, Australia, China

Comparaison de régions

Analyst Opinion

The Out-of-Home Advertising market in Asia is experiencing significant growth and development, driven by various factors such as changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Out-of-Home Advertising market in Asia are shifting towards more interactive and engaging advertisements. Consumers are increasingly looking for unique and memorable experiences when it comes to advertising, and out-of-home platforms provide an opportunity for brands to create immersive campaigns. This shift in preferences is driving the demand for innovative and technology-driven advertising solutions, such as digital billboards, interactive displays, and augmented reality experiences. Trends in the market include the rise of programmatic buying and targeting capabilities. Advertisers are leveraging data and technology to optimize their out-of-home campaigns and reach their target audience more effectively. Programmatic buying allows for real-time bidding and automated ad placements, enabling advertisers to deliver personalized and relevant messages to consumers. This trend is expected to continue as advertisers seek more efficient and data-driven advertising solutions. Another trend in the Out-of-Home Advertising market in Asia is the increasing adoption of mobile integration. With the widespread use of smartphones, advertisers are leveraging mobile technology to enhance the effectiveness of their out-of-home campaigns. Mobile integration allows for location-based targeting, interactive experiences, and seamless integration between offline and online advertising channels. This trend is driven by the growing smartphone penetration in Asia and the increasing reliance on mobile devices for information and entertainment. Local special circumstances also play a role in the development of the Out-of-Home Advertising market in Asia. For example, in densely populated cities like Tokyo and Hong Kong, where space is limited, out-of-home advertising provides a valuable platform for brands to reach a large audience. Additionally, cultural factors and preferences influence the types of advertisements that are most effective in different Asian countries. Advertisers need to consider local customs, languages, and cultural sensitivities when designing their campaigns. Underlying macroeconomic factors, such as the rapid urbanization and economic growth in Asia, contribute to the growth of the Out-of-Home Advertising market. As more people move to cities and disposable incomes rise, there is an increased demand for goods and services, leading to higher advertising budgets. Additionally, the growing middle class in Asia presents a lucrative market for advertisers, who are keen to tap into this consumer segment. In conclusion, the Out-of-Home Advertising market in Asia is developing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to these developments by embracing technology, leveraging mobile integration, and considering local cultural factors. The market is expected to continue growing as Asia's economy expands and consumer demand for innovative and engaging advertising solutions increases.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

Vue d’ensemble

  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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