Philippines OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 325.26 Million |
| Market Size (2029) | USD 434.57 Million |
| CAGR (2024 - 2029) | 5.97 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Philippines OOH and DOOH Market Analysis
The Philippines OOH And DOOH Market size is estimated at USD 325.26 million in 2024, and is expected to reach USD 434.57 million by 2029, growing at a CAGR of 5.97% during the forecast period (2024-2029).
- The country's digital out-of-home landscape is swiftly evolving, fueled by technological advancements and rapidly changing consumer behaviors. This evolution promises a surge in interactive campaigns, solidifying the connection between brands and their audiences. Particularly intriguing is the emerging ability to customize content, amplifying brand engagement.
- The county's population is increasingly moving to urban areas. Out-of-home (OOH) advertisements can be placed in various locations, including roadways, newsstands, kiosks, and both inside and outside of shopping malls, stadiums, movie theaters, convenience stores, gyms, bars, restaurants, and gas stations.
- The Philippines' DooH (Digital out-of-home) sector is swiftly pivoting toward digitalization. Backed by advanced technology, digital billboards offer improved analytics. This transition is spurred by a demand for more engaging and interactive advertising solutions. The capability to collect real-time data has heightened the appeal of digital billboards for advertisers seeking to optimize their campaigns.
- Market players are involved in strategic partnerships and collaboration to offer advanced DOOH and OOH solutions. For instance, in April 2023, GroupM, a prominent media investment company, and Moving Walls, a global player in outdoor advertising technology, strengthened their collaboration in the Philippines, building on successful ventures in Indonesia and Malaysia. Through this partnership, GroupM Philippines' agencies gained access to Moving Walls' solution, Moving Audiences. This platform leverages audience data for precise planning, purchasing, and validating of DOOH media.
- However, tracking user engagement with Digital out-of-home (DooH) advertising is difficult due to the challenge of accurately measuring DooH impressions. Vendors use smartphone location data to estimate foot traffic around outdoor ads, but this method lacks accuracy.
Philippines OOH and DOOH Market Trends
Ongoing Shift Towards Digital Advertising is expected to boost the Market Growth
- In the Philippines' Out-of-Home Advertising market, a prominent trend is the swift embrace of digital technologies. Major cities are witnessing a surge in digital billboards, LED screens, and interactive displays, presenting advertisers with novel avenues to connect with their audiences. This shift is primarily fueled by technological strides, which have not only made digital advertising more efficient but also cost-effective.
- Digital marketing has seen significant growth in the Philippines, cementing its status as a cornerstone of marketing strategies. The country's rapid adoption of internet and social media platforms has opened up lucrative avenues for businesses.
- The Philippines' young and tech-savvy population is significantly driving the adoption of digital technologies in advertising. This demographic trend, combined with favorable macroeconomic factors, is creating an optimal environment for the growth of the Out-of-Home Advertising market in the Philippines.
- According to GSMA Intelligence, in the first half of 2023, Manila, Philippines, boasted a median 5G download speed of 135.51 Mbps, with an average upload speed of 11.5 Mbps. The nation introduced 5G technology in 2019, extending its coverage to nearly 100 cities.
- The Philippines is experiencing a consistent rise in its urban population. Data from the World Bank revealed that the country's urbanization rate climbed from 47% in 2020 to 48% by 2023. With ongoing advancements in the nation, this trend is projected to continue, drawing an expanding audience to the DOOH market.
Transit to Witness Significant Growth
- The rising appetite for digital travel content has spurred the adoption of interactive ads across diverse platforms like kiosks, billboards, and signboards. This shift significantly bolsters transportation media revenues. Consequently, consumer engagement behaviors have evolved across all transportation modes, presenting companies with strategic opportunities to enhance brand recognition.
- In August 2023, Location Media Xchange, the global independent advertising technology company and supply-side-platform, has partnered with Digichive Philippines Corporation (DPC), the exclusive advertising concessionaire for Ninoy Aquino International Airport (NAIA) Terminals, Clark Lipad International, Bacolod-Silay airport and Kalibo International Airport. The partnership will enable the activation of campaigns that are programmatic guaranteed as well as open exchange and private marketplace deals (PMP).
- According to a study conducted by JCDecaux, consumers perceive airport advertising as more prestigious and valuable compared to other advertising platforms. This perception directly correlates with an elevated value attributed to the showcased products. The country is witnessing a growth in its domestic tourism, which offer an opportunity for market players to connect with their targeted audience. According to PSA (Philippines), in 2023, domestic tourism spending in the Philippines surged to around PHP 2.67 trillion, which was around PHP 1.54 trillion in 2022.
- Moreover, the government is involved in strenthening the transit infrastructure of the coyntry. For instance, in October 2023, the Philippine government extended invitations to airport operators and investors to engage in a significant project. This venture is set to unfold through a public-private partnership. The USD14 billion New Manila International Airport in Bulacan is a greenfield PPP initiative. It's designed to accommodate a staggering 200 million passengers each year, featuring blueprints for four parallel runways.
Philippines OOH and DOOH Industry Overview
The Philippines out-of-home (OOH) and Digital-Out-of-Home (DOOH) Market is fragmented. It includes various extensive outdoor advertising and media companies that operate multiple markets. It also encompasses the smaller, local companies, which operate a limited number of structures in a few local markets. Some of the major players in the market are JCDecaux SE, DOOH Philippines, Clear Channel Outdoor Holdings, etc. Some of the recent developments are:
April 2024: Vistar Media, a prominent global provider of technology solutions for out-of-home (OOH) media, pinpointed Southeast Asia (SEA) as a pivotal growth market. This decision comes on the heels of substantial investments from advertisers and media owners throughout the region.
February 2024: JCDecaux SE, the outdoor advertising firm, unveiled the airport programmatic DOOH initiative. This pioneering solution equips brands and agencies with the ability to seamlessly run targeted, dynamic, and contextually relevant ad campaigns across JCDecaux's programmatic airports. This is made possible through the VIOOH SSP (Supply Side Platform) and over 30 DSPs (Demand Side Platforms), with availability on platforms like Displayce.
Philippines OOH and DOOH Market Leaders
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JCDecaux SE
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DOOH Philippines
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Clear Channel Outdoor Holdings
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Dentsu
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Broadsign
*Disclaimer: Major Players sorted in no particular order
Philippines OOH and DOOH Market News
- December 2023: OKO Digital, a Google Certified Publisher Partner (GCPP) specializing in CTV, unveiled a strategic collaboration with Loop Media Inc. Based in Burbank, CA, Loop Media is renowned for its LoopTV, a premier streaming TV platform tailored for businesses. This partnership united two dynamic players in the swiftly evolving CTV and DOOH landscape, promising accelerated growth trajectories for both entities.
- July 2023: McDonald's, a player in the global fast-food market, collaborated with Moving Walls for its DOOH campaigns. Leveraging Moving Walls' MAX platform, the campaign specifically targeted an adult audience, slightly favoring male viewers. This data-centric strategy was instrumental in tailoring the campaign content to resonate strongly with the intended consumer base, thereby enhancing its impact and relevance.
Philippines OOH and DOOH Market Report - 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 Attractiveness - Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Consumers
4.2.3 Threat of New Entrants
4.2.4 Competitive Rivalry within the Industry
4.2.5 Threat of Substitutes
4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Towards Digital Advertising
5.1.2 Increasing Use of Recommendation Engines
5.2 Market Restraints
5.2.1 Operational Challenges Related To Measurement Of Advertising Effectiveness, Cost And Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Country (Based on Availability)
5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
5.5.4 Use of Digital Signage Screens for Advertisement in the Country
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Others
6.2 By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.2.1 Billboard
6.2.2 Transportation (Transit)
6.2.2.1 Airports
6.2.2.2 Others (Buses, etc.)
6.2.3 Street Furniture
6.2.4 Other Place-Based Media
6.3 By End-User Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.3.1 Automotive
6.3.2 Retail and Consumer Goods
6.3.3 Healthcare
6.3.4 BFSI
6.3.5 Other End Users
7. COMPETITIVE LANDSCAPE* (Business Overview | Solution Portfolio | Financials | Business Strategy And Recent Developments)
7.1 Company Profiles
7.1.1 JCDecaux SE
7.1.2 Hivestack
7.1.3 Next Digital Indonesia
7.1.4 Mooving Walls
7.1.5 EYE Indonesia
7.1.6 Plan B Media Public Company Limited
7.1.7 VIOOH
7.1.8 Vistar Media
7.1.9 Jaris & K
7.1.10 Pixel Group
- *List Not Exhaustive
8. FUTURE OUTLOOK
Philippines OOH and DOOH Industry Segmentation
Digital out-of-home (DOOH) advertising refers to dynamic, digital ads displayed in both indoor and outdoor public spaces. Essentially, it merges digital elements with conventional out-of-home advertising. This shift towards digital OOH has overtaken traditional offline out-of-home advertising.
The Philippines OOH and DOOH market is segmented by type (static (traditional) OOH, Digital OOH (LED Screens), programmatic OOH, and others), by application (billboard, transportation (transit) (airports, others (buses, etc.)), street furniture, and other place-based media), and by end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and others). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | ||||
| Static (Traditional) OOH | ||||
|
| By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | ||||
| Billboard | ||||
| ||||
| Street Furniture | ||||
| Other Place-Based Media |
| By End-User Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End Users |
Philippines OOH and DOOH Market Research FAQs
How big is the Philippines OOH And DOOH Market?
The Philippines OOH And DOOH Market size is expected to reach USD 325.26 million in 2024 and grow at a CAGR of 5.97% to reach USD 434.57 million by 2029.
What is the current Philippines OOH And DOOH Market size?
In 2024, the Philippines OOH And DOOH Market size is expected to reach USD 325.26 million.
Who are the key players in Philippines OOH And DOOH Market?
JCDecaux SE, DOOH Philippines, Clear Channel Outdoor Holdings, Dentsu and Broadsign are the major companies operating in the Philippines OOH And DOOH Market.
What years does this Philippines OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Philippines OOH And DOOH Market size was estimated at USD 305.84 million. The report covers the Philippines OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Philippines OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Philippines OOH and DOOH Industry Report
Statistics for the 2024 Philippines OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Philippines OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
Philippines OOH and DOOH Market Report Snapshots
