With the rapid digitalisation in recent years, it is getting increasingly common for marketers to utilise digital out-of-home (DOOH) as the go-to advertising platform and the APAC region has seen an explosive growth in DOOH. In fact, research group IMARC saw the region’s DOOH market reach USD$8 billion in 2022 and expects the market to hit USD$18 billion by 2028.
Adtech company Hivestack’s figures also showed spending on outdoor advertising in APAC is projected to reach US$22.8bn by 2024, a 33% increase YOY since 2021. The APAC inventory made available via the Hivestack platform doubled the past year, with over one million screens across 80 media owners delivering over 118 billion monthly impressions.
What this stems from is that DOOH is now not just a part of, but a big contributor to the omnichannel marketing mix. That’s why MARKETING-INTERACTIVE recently spoke to industry experts on how APAC brands can better leverage DOOH as part of their marketing mix.
At the same time, staying up to date with the latest trends is crucial for marketers to maximise their campaigns' impact. In light of this, MARKETING-INTERACTIVE reached out to adland players to weigh in on the recent DOOH trends that marketers should take note of.
Check out what they had to say.
Click on each picture to watch a video!
1. Ranga Somanathan, co-founder at RSquared Global Ventures and former CEO of Omnicom Media Group
2. David Chan, head of trading and partnership, Dentsu Hong Kong
3. Ben Baker, managing director, APAC, Vistar Media
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