Why OOH media is central to SEA e-commerce brands’ marketing plans

Mehul Mandalia and Quinn Amalore

Moving Walls’ Mehul Mandalia and Quinn Amalore examine the effectiveness of Out-of-Home (OOH) advertising in Southeast Asia’s e-commerce marketing.

E-commerce has become one of the most popular online activities worldwide. E-commerce is defined as the buying and selling of goods and services over the internet, and data in the past five years shows that the retail e-commerce market grew from US$1.5 trillion in 2015 to US$4.9 trillion in 2021. Countries with the biggest e-commerce markets are China and the US, representing over 70% of global e-commerce sales.

Before e-commerce came about, commerce was dominated by brick-and-mortar outlets and every growing brand tended to have at least some physical presence. The impact of the COVID-19 pandemic meant fulfilling...

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