Thailand OOH And DOOH - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

Key Highlights

• Thailand's expanding urban population, alongside a consumer pivot toward digital media, is propelling the rise of OOH and DOOH platforms. Moreover, the rapid urbanization in Thailand is carving out new high-traffic zones, such as shopping malls, public transport hubs, and bustling streets, making them ideal spots for OOH and DOOH advertising.
• The Thai OOH (Out-of-Home) and DOOH (Digital Out-of-Home) market is witnessing notable expansion, largely propelled by technological advancements. These include dynamic digital billboards, interactive displays, and the adoption of programmatic advertising. These advancements not only enhance audience engagement but also attract a broader spectrum of advertisers. They bolster targeting and engagement capabilities.
• Thailand's tourism sector remains a pivotal force, drawing the attention of advertisers keen on both local and global audiences. Brands, enticed by the agility and immediacy of DOOH advertising, appreciate its ability to make rapid adjustments and real-time interactions, making it a potent tool for impactful campaigns. Moreover, government initiatives, like bolstering public transport, are opening new advertising avenues. As a result, these dynamics are fuelling the strong expansion of the Thai OOH and DOOH markets.
• In October 2023, Hivestack, the global provider of independent programmatic digital out-of-home (DOOH) advertising technology, expanded its footprint in Thailand. This expansion came through a strategic partnership with UpMedia, a local media owner renowned for its expertise in elevator screen advertising. Through this collaboration, Hivestack's Supply Side Platform (SSP) would integrate 2,000 UpMedia DOOH screens. These screens are strategically placed in premium locations like shopping malls, office buildings, hotels, and residential complexes. The integration will enable local buyers in Southeast Asia, as well as global advertisers, to access these screens through private marketplace (PMP) and open exchange deals.
• In October 2023, Vistar Media, a global provider of programmatic technology for digital out-of-home (DOOH) advertising, expanded its reach to Thailand through a strategic partnership with UpMedia. This collaboration not only marks Vistar's debut in Thailand but also grants it exclusive access to UpMedia's premium inventory, solidifying its position as the premier programmatic platform in the region. As the partnership progresses, Vistar Media gains access to Up Media's extensive network, spanning 2,000+ locations in Thailand, ranging from office buildings to residential apartments. Crucially, this collaboration streamlines access for brands, marketers, and media buyers in the region, offering a unified creative size across all of UpMedia's DOOH screens.
• However, advertisers in the DOOH sector tackle a notable challenge in terms of adjusting to evolving consumer behaviors. They find it challenging to captivate their intended audiences and face obstacles in precisely monitoring and assessing campaign efficacy. This encompasses the difficulty of linking ROI directly to specific DOOH initiatives and measuring their impact on consumer actions.

Thailand OOH and DOOH Market Trends

Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects

• Smart city initiatives in Thailand are fuelling growth in the out-of-home (OOH) and digital out-of-home (DOOH) advertising markets. These initiatives are transforming the advertising landscape, introducing advanced infrastructure such as digital screens and interactive kiosks. Moreover, the emergence of IoT and 5G technology has transformed connectivity. This shift enables advertisers to launch real-time, data-driven campaigns, enhancing their relevance and captivating audiences.
• Smart city innovations boost foot traffic and enhance ad visibility. Additionally, with a focus on sustainability, these cities dovetail with the digital advertising trend, moving away from print media and resonating with environmentally conscious consumers. This alignment significantly boosts the effectiveness and reach of both out-of-home (OOH) and digital out-of-home (DOOH) campaigns.
• In July 2024. Dassault Systèmes, in collaboration with Thailand's Digital Economy Promotion Agency (DEPA) and Silpakorn University, inked a pivotal memorandum of understanding (MoU). The agreement is set to drive the advancement of smart city initiatives and bolster the digital acumen of Thailand's workforce. This strategic partnership is slated to unfold over the upcoming three years. This partnership aims to promote innovation, develop specialized skills, accelerate smart city projects, and establish modern urban planning services.
• Moreover, the rise of digital advertising is driving the Thai out-of-home (OOH) and digital out-of-home (DOOH) markets. These markets are leveraging technology to create more engaging and dynamic ad experiences. Leveraging advanced data analytics improves ad targeting, amplifying relevance and impact. Digital platforms maximize ad space by showcasing multiple ads simultaneously, thanks to their inherent flexibility. This innovation not only enhances the appeal of OOH and DOOH advertising to advertisers but also fuels market growth.

Billboard Application Segment to Hold Significant Market Share

• Digital billboards are becoming ubiquitous on the streets of Thailand, solidifying their position as a powerful medium for advertising international products and services. Billboards, once confined to highways, now prominently feature on main streets. Their appeal lies in their ability to swiftly update information, be it along roadsides, in malls, or even at sports arenas.
• The market is witnessing growth, propelled by the increasing embrace of digital billboards. These billboards, featuring dynamic, real-time content, are reshaping audience engagement with their vibrant displays.
• Adopting a dynamic approach, advertisers in Thailand are rapidly capitalizing on this strategy by promptly adjusting messages, incorporating real-time data (like local events and time of day), and utilizing dynamic graphics. Digital billboards, known for their adaptability, enhance campaign efficacy and extend their reach. Moreover, they offer vital analytics, equipping advertisers with insights to design precise and effective strategies.
• Digital billboards utilize sophisticated data analytics, empowering advertisers with precise ad performance measurements. These billboards can monitor crucial metrics such as impressions and engagement, allowing for more accurate ROI evaluations and improved ad spend efficiency. Additionally, these billboards synchronize effortlessly with mobile and social media, expanding campaign outreach through a unified multi-channel approach. Moreover, increased environmental awareness further enhances the allure of digital billboards due to their embrace of energy-efficient technologies and sustainable practices.
• In March 2024, L'Oreal Thailand collaborated with McCann Worldgroup, encompassing McCann, MRM, and Craft, to introduce an advanced CGI-driven out-of-home (OOH) digital campaign. This campaign is designed to unveil its latest product, the UVD Invisible Serum. The campaign, strategically positioned in Bangkok's Em District and spanning the BTS Skytrain network, merges traditional out-of-home (OOH) advertising with advanced digital strategies.

Thailand OOH and DOOH Industry Overview

• March 2024: Adeffi, the OOH advertising firm in Bangladesh, declared an extensive expansion into India, Nepal, Thailand, and Vietnam. This strategic initiative aims to redefine how businesses in these nations engage with OOH advertising, offering them a robust regional branding avenue.
• December 2023: Location Media Xchange (LMX) and DOmedia collaborated to make more than 15,000 out-of-home (OOH) media assets accessible for online purchase via BillboardsIn.com, the OOH ad marketplace. Effective immediately, advertisers can strategize and procure local ad campaigns across various countries, including Thailand. BillboardsIn's partnership with LMX is reshaping the advertising landscape for local businesses in Asia-Pacific. By enhancing accessibility to these ad formats, the collaboration is fostering a mutually beneficial environment for both small businesses and media operators.

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