Asia's outdoor future

Ashish Bhasin
Aegis Media India

Over the past five years, out-of-home spend in Asia-Pacific has grown at twice the rate of other media. New technology and formats are set to see the sector continue to out-perform.

If you take the Asia-Pacific region as a whole, out-of-home media (OOH) accounts for approximately 6.8% of the total communication spend. Over the five years from 2005 to 2010, it has grown at an annual CAGR of over 15%, nearly twice the rate of all other media in the Asia-Pacific region combined, even taking account of the fast growth in digital media. Different Asian markets are at different levels of development. Some, like Singapore, Hong Kong, Korea and Japan, are highly developed markets. India and China are huge, especially in the Tier 1, 2 and 3 towns. Metro cities such as Shanghai compare to Singapore, while smaller towns would at best be at par with Bangladesh, Vietnam, Myanmar, Sri Lanka, Pakistan or Cambodia. Malaysia, the Philippines, Thailand and Indonesia are rapidly developing and will catch up in a few years. Australia is unique. Besides being advanced in some ways, it is also often constrained because OOH media is controlled by just a handful of vendors.