Thailand OOH and DOOH Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

Thailand OOH and DOOH Market Analysis

The Thailand OOH And DOOH Market size is estimated at USD 497.10 million in 2024, and is expected to reach USD 631.10 million by 2029, growing at a CAGR of 4.89% during the forecast period (2024-2029).

As urban populations in Thailand grow and consumer preferences shift toward digital media, OOH and DOOH platforms are emerging significantly, offering visibility and impact, thus driving market growth.

• 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

Thailand OOH and DOOH Industry Segmentation

The study monitors advertising expenditures across a range of out-of-home (OOH) formats, encompassing billboards (including city-light boards), street furniture (such as city-light posters), transit and transportation (advertising on or in public transportation vehicles), and place-based media (media located at the point of sale). The study focuses on digital and static advertisements in indoor and outdoor settings, spanning locations such as shopping malls, airports, streets, and transit hubs. Notably, the study excludes agency commission costs and production expenses from its scope.

The study segments the market by application and end-user industry. The study analyzes crucial market metrics, identifies key drivers of growth, and evaluates prominent industry players. It offers insights to support global market estimates and growth rates for the forecast period. Additionally, the study delves into the overarching impact of Covid-19 on the market landscape.

The Thai OOH and DOOH market is segmented by type (static [traditional], digital OOH [LED Screens], programmatic OOH, and other types), application (billboard, transportation {transit}, airports, and other applications {buses, etc.}, street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries).

The market sizes and forecasts are provided in terms of value (USD) for all the above segments.