The way we see advertising outdoors is changing. While the overall outdoor advertising industry isn’t expected to see explosive growth this year, digital billboards (DOOH) are on the rise. This means the familiar static billboards and posters we are used to might see a slight decline. So, what exactly are we expecting for OOH advertising Malaysia this year?

“Traditional” outdoor advertising, technically known as Out-of-Home (OOH), is facing a modest year in 2024. Experts predict a small drop or stagnant growth compared to 2023. This comes after a slight decline in OOH spending last year.

However, there’s a bright spot in the forecast: digital billboards. DOOH advertising is expected to surge by 15-20% this year. This significant growth reflects a shift in how companies advertise outdoors. They’re putting more money towards eye-catching digital displays that can be updated and changed quickly.

The trend is clear – people and businesses are turning towards digital options. This is supported by the spending figures from 2022 and 2023. While OOH ad spending dipped, DOOH spending saw a healthy increase.

To capitalise on this trend, as mentioned by Outdoor Advertising Association of Malaysia (OAAM) president, Maaresh Starling, during his interview with The Star, at least five large digital billboards are planned for launch in the Klang Valley later this year. These massive digital displays will likely grab even more attention than traditional static billboards.

Overall,

OOH advertising Malaysia is evolving. While traditional formats might fade slightly, the future seems bright for dynamic and engaging digital billboards.

To add on, there is also plans to upgrade 8 to 10 existing billboards or install new digital ones. This will help expand the reach of digital outdoor advertising.

Slowly But Surely

While the overall growth of OOH advertising Malaysia might be slow this year, there are some bright spots. Airport advertising is expected to bounce back nearly to pre-pandemic levels thanks to an increase in passenger traffic. Similarly, transit advertising on trains, buses, and taxis is projected to grow by 20-25%.

This modest growth in outdoor advertising will be driven mainly by the surge in digital billboards (DOOH). We can expect to see more of these digital displays popping up in major cities like Kuala Lumpur, Johor Bahru, and Penang, as well as in secondary towns like Seremban, Melaka, Kuantan, Ipoh, Kuching, and Kota Kinabalu.

The outdoor advertising industry is experiencing a resurgence, driven by a key factor: people are spending more time outside. This post-pandemic shift has led to increased traffic and footfall, putting more eyeballs on billboards and other outdoor ads.

For Media Owners,

What does this mean? Doesn’t it sound like an opportunity to earn higher revenue? But for the industry as a whole, it’s a breakthrough. It proves that even in the face of fierce competition from digital and social media, traditional OOH advertising can still thrive and establish itself as a prominent advertising format.

As DOOH is becoming widely utilised, it’s times for brands to take this opportunity and make the best out of it. So,

Image Credits: Volstar, Shutterstock