What SMEs Need to Know
Digital Out-of-Home (DOOH) advertising is rapidly transforming the advertising landscape in Southeast Asia. With the ASEAN DOOH market projected to reach USD 2.43 billion by 2030, growing at a CAGR of 5.9% from 2025 to 2030 , it’s an opportune time for SMEs to explore this dynamic medium.
🌏 Understanding the ASEAN DOOH Landscape
The DOOH market in Southeast Asia is experiencing significant growth, driven by urbanization and technological advancements. Countries like Malaysia, Thailand, and Indonesia are leading the charge, with increasing investments in digital billboards, transit displays, and interactive screens.
💼 Key Considerations for SMEs
- Budget-Friendly Options: Contrary to the perception that DOOH is expensive, many platforms offer flexible pricing models suitable for SMEs. For instance, some platforms provide pay-per-play options, allowing businesses to pay only for the number of times their ad is displayed .
- Targeted Advertising: DOOH allows for precise targeting based on location, time, and audience demographics. This ensures that your ads reach the right audience at the right time, maximizing ROI.
- Ease of Booking: With the advent of programmatic DOOH, booking ad space has become more streamlined. Platforms like Broadsign have introduced features that enable automated, advance booking of DOOH advertising, simplifying the process for SMEs .
📍 Country-Specific Insights
- Malaysia: Companies like Sanctuary Billboards are enhancing Kuala Lumpur’s advertising landscape with high-impact DOOH networks powered by platforms like Broadsign .
Thailand: Partnerships between companies like Plan B Media and Vistar Media are expanding programmatic DOOH advertising, offering SMEs more opportunities to engage with audiences . - Indonesia: Innovative companies like 8Infini are revolutionizing outdoor advertising by introducing digital screens in urban areas, providing SMEs with new avenues for visibility .
🛠️ Tips for SMEs Venturing into DOOH
- Start Small: Begin with a short-term campaign to test the waters and gauge effectiveness.
- Leverage Data: Utilize analytics provided by DOOH platforms to understand audience engagement and refine your strategy.
- Integrate with Other Channels: Combine DOOH with social media or online campaigns for a cohesive marketing approach.
Embracing DOOH advertising can significantly enhance your brand’s visibility and reach in the ASEAN market. With the right strategy and tools, SMEs can effectively leverage this medium to drive growth and engagement.
