Singapore OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 200.15 Million |
| Market Size (2029) | USD 265.98 Million |
| CAGR (2024 - 2029) | 5.85 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Singapore OOH and DOOH Market Analysis
The Singapore OOH And DOOH Market size is estimated at USD 200.15 million in 2024, and is expected to reach USD 265.98 million by 2029, growing at a CAGR of 5.85% during the forecast period (2024-2029).
- Singapore continues to invest in urban infrastructure, new locations, and formats for OOH and DOOH advertising, which is expected to facilitate more opportunities for advertisers. According to the Smart City Index 2023 by the Institute for Management Development (IMD), a Swiss business school, Singapore ranked as the fifth smartest city globally and holds the title of Asia's smartest city.
- Smart city initiatives leverage a variety of digital displays to enhance urban operations, with each display offering potential revenue streams through advertisements. Digital signage technology plays a pivotal role in monetizing these opportunities. Ranging from compact interactive kiosks to expansive digital billboards, these systems provide robust computing capabilities, advanced graphics, and seamless connectivity. They not only leave a lasting impact but also provide crucial analytics for informed decision-making.
- According to the Building and Construction Authority of Singapore, the public sector is expected to increase the construction demand in 2024. As per projections, a range between USD 13.3 billion (SGD 18 billion) and USD 15.6 billion (SGD 21 billion) is required, with a primary focus on public housing and infrastructure initiatives. The projects that are set for 2024 include the Housing and Development Board's (HDB) new Built-To-Order (BTO) developments, infrastructure works for the future Changi Airport Terminal 5 (T5), and other projects. Thus, OOH advertising can be used in such areas to drive consumer engagement toward the brand.
- There is a growing shift from traditional to digital format, with DOOH becoming a significant part of advertising in Singapore due to its dynamic and real-time capabilities. High-traffic areas like MRT stations, bus stops, and shopping malls present a prime location for out-of-home and digital-out-of-home advertising, reaching a large and diverse audience.
- Digital screens and high-tech installations require regular maintenance to ensure they function correctly and provide high-quality displays. Moreover, ensuring return on investments from OOH and DOOH campaigns can be challenging, especially compared to online advertising with clear metrics. These factors are restricting the market’s growth.
- After the COVID-19 pandemic, the OOH and DOOH market in Singapore witnessed growth, which facilitated the advertisers with dynamic content changes, enabling them to quickly adapt their messages to current events or changing circumstances. As more people visit public areas, shops, and transportation centers, advertisers are becoming increasingly interested in outdoor and digital outdoor advertising. They see this as a way to increase their revenue by using dynamic advertising.
Singapore OOH and DOOH Market Trends
Retail and Consumer Goods to Witness Significant Growth
- Retailers invest in high-traffic areas such as shopping malls, transit hubs, and busy streets to maximize exposure. DOOH screens in these locations can capture a broad audience, including locals and tourists. 3D billboards, large digital screens, and other innovative formats can create a strong visual impact. These formats are particularly effective in grabbing attention and creating memorable brand experiences. As per data from the Singapore Department of Statistics, the total retail sales index in Singapore reached 96% in 2023, further driving the market.
- Utilizing a demand-side platform (DSP) for programmatic access, in-store DOOH advertising empowers brands to engage with audiences in retail and grocery settings through precise, data-driven, and measurable campaigns. Programmatic DOOH technology, tailored for media owners and retailers, including supply-side platforms (SSP) and ad servers, opens up fresh revenue streams for DOOH inventory holders.
- Programmatic DOOH, beyond traditional in-store visual and audio ads, offers advertisers an innovative tool to engage audiences at various touchpoints on their way to a retail destination. With advanced features like geo-location targeting, spanning screens at pivotal locations, data-driven audience segmentation, and the ability to analyze unique audience movement patterns, it crafts a highly targeted and efficient strategy, ensuring messages reach the right audience at the right moment and in the correct location.
- In Singapore, digital out-of-home (DOOH) billboards can be found in a variety of locations, including residential areas such as condominiums, housing developments, and high-rise office buildings. Movie theaters, sports stadiums, and various entertainment venues also embrace this technology.
- Many retailers are investing in advanced solutions to amplify reach and create a synergistic effect. For instance, Adsquare's Footfall Measurement solution facilitated data collection with the user consent of the consumers. This advanced technology links store visits to individuals who encountered Sunsilk's DOOH ads. Mindshare used this data to accurately gauge foot traffic at FairPrice supermarkets in Singapore, moving beyond traditional metrics like impressions or CPM. Real-time footfall measurements empowered Sunsilk and Mindshare to adjust their ad budgets dynamically, channeling funds into the most impactful strategies, thus optimizing their campaigns. This allowed the company to achieve an 8% value sales uplift in April 2023 compared to March 2023.
Billboards Hold the Largest Market Share
- Due to Singapore's dense billboard landscape, companies are leveraging DOOH advertising to significantly boost their brand's visibility. The segment has advanced in tracking DOOH interactions, utilizing features like interactive displays and QR code-enabled ads. This data empowers businesses to gauge the effectiveness of their campaigns, which is especially crucial given the substantial investments in digital billboard advertising across the nation.
- Recent innovations such as the evolution of 3D and mobile billboards are also expected to influence the growth of the market studied, as they significantly expand the use cases and support the new way of advertising, as well as help businesses enhance the customer experience in an innovative way.
- Singapore's continuous urban development and infrastructure projects provide new locations and surfaces for billboard installations. High-traffic areas such as new commercial centers and transport hubs are prime locations for billboards. In 2023, Singapore reaffirmed its status as a pivotal hub for meetings, incentives, conferences, and exhibitions (MICE) and business in the global-Asia landscape. As business travel to Singapore and the wider region picks up pace, the Singapore Tourism Board (STB) is increasing its efforts to draw and support top-tier business events. These events are strategically aligned with Singapore's key growth sectors, including advanced manufacturing, aerospace, logistics, health sciences, and finance.
- STB's efforts were successful, with the hosting of several major business events in Singapore for the first time in 2023. Notable mentions include SILMO Singapore, Transport Logistics Southeast Asia, Bar Convent Singapore, the 25th World Congress of Dermatology, the Million Dollar Round Table (MDRT) Global Conference, and the International Trademark Association (INTA) Annual Meeting Live+.
- Events like this encourage advertisers to invest in impactful billboards to drive sales from tourists. Moreover, as per data by the Singapore Tourism Board, the shopping segment recorded USD 3.74 billion in sales (SGD 4.95 billion) in 2023 and overall USD 20.57 USD billion in tourism receipts.
Singapore OOH and DOOH Industry Overview
The OOH and DOOH market in Singapore is fragmented, with the presence of large and emerging market players. Some of the major players, like JCDecaux Singapore Pte Ltd, Clear Channel IP LLC, Moving Walls Pte Ltd, and Talon Outdoor Limited, among others, are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.
- October 2023: Vistar Media, a global provider of programmatic software and digital signage solutions for out-of-home (OOH) advertising, revealed that Ten Square, Singapore's largest outdoor LED display, has selected Vistar as its supply-side platform (SSP) partner for programmatic DOOH transactions. Through Vistar's SSP, advertisers from Southeast Asia gained direct access to Ten Square's innovative 3D anamorphic screen, displayed on the façade of Singapore's renowned one-stop car vending machine in the bustling CBD.
- September 2023: Moving Walls, a provider of out-of-home (OOH) media enterprise software, partnered with Place Exchange, a leading supply-side platform (SSP) for programmatic OOH media. This collaboration aims to grant Moving Walls' OOH software users access to Place Exchange's extensive digital OOH (DOOH) inventory. Brands and partners in regional marketing hubs such as Singapore, Japan, India, Latin America, and the Middle East relied on Moving Walls' buy-side OOH planning and buying software.
Singapore OOH and DOOH Market Leaders
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JCDecaux Singapore Pte Ltd
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Clear Channel IP, LLC.
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Moving Walls Pte Ltd
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Daktronics Inc.
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Talon Outdoor Limited
*Disclaimer: Major Players sorted in no particular order
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Singapore OOH and DOOH Market News
- March 2024: The Singapore Tourism Board (STB) unveiled a set of 3D billboards in five major global cities. These billboards, which are designed to immerse viewers in Singapore's iconic landmarks and culinary delights, serve as a key feature of STB's new "Made in Singapore" global campaign. The campaign's primary goal is to entice travelers to select Singapore as their next holiday spot.
- November 2023: Moving Walls, a global outdoor advertising enterprise software provider, launched "Moving Hearts," an initiative focusing on environmental, social, and corporate governance causes. This initiative aims to automatically match charities and community organizations to last-minute OOH media inventory. In a notable collaboration, Moving Walls teamed up with Anjels Media in Singapore to run a campaign for World Alzheimer's Day in conjunction with Dementia Singapore. The campaign, in partnership with The Safe Space Foundation, emphasized the significance of mental health for caregivers of those with Alzheimer's.
Singapore 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 Toward Digital Advertising
5.1.2 Increase in Air Traffic owing to Growth in Tourism Industry Boosted Airport Advertisement
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
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Other DOOH Types
6.2 By Application
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
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*
7.1 Company Profiles*
7.1.1 JCDecaux Singapore Pte Ltd
7.1.2 Clear Channel IP LLC
7.1.3 Moving Walls Pte Ltd
7.1.4 Talon outdoor limited
7.1.5 Daktronics Inc.
7.1.6 Vistar Media
7.1.7 Neosys Documail (S) Pte Ltd
7.1.8 SPH Media Limited Co.
8. FUTURE OUTLOOK
Singapore OOH and DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit & transportation (advertising in and on vehicles used for public transportation), and place-based media (media at the point of sale). The scope of the study includes digital and static advertisements placed indoors and outdoors at shopping malls, airports, streets, and transit, among others. The commission and production costs of agencies are excluded from the scope of work.
The OOH and DOOH market in Singapore is segmented by type (static [traditional] OOH and digital OOH [programmatic OOH and other DOOH types]), application (billboards, transportation [airports and others (buses, etc.)], street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end users). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | ||||
| Static (Traditional) OOH | ||||
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| By Application | ||||
| Billboard | ||||
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| Street Furniture | ||||
| Other Place-Based Media |
| By End-User Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End Users |
Singapore OOH and DOOH Market Research FAQs
How big is the Singapore OOH And DOOH Market?
The Singapore OOH And DOOH Market size is expected to reach USD 200.15 million in 2024 and grow at a CAGR of 5.85% to reach USD 265.98 million by 2029.
What is the current Singapore OOH And DOOH Market size?
In 2024, the Singapore OOH And DOOH Market size is expected to reach USD 200.15 million.
Who are the key players in Singapore OOH And DOOH Market?
JCDecaux Singapore Pte Ltd, Clear Channel IP, LLC., Moving Walls Pte Ltd, Daktronics Inc. and Talon Outdoor Limited are the major companies operating in the Singapore OOH And DOOH Market.
What years does this Singapore OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Singapore OOH And DOOH Market size was estimated at USD 188.44 million. The report covers the Singapore OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Singapore OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Singapore OOH and DOOH Industry Report
Statistics for the 2024 Singapore OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Singapore 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.
