According to statistics, the total GDP of Southeast Asian countries is about 2.55 trillion US dollars, close to India’s economic volume, equivalent to 50% of Japan’s GDP and 25% of China’s GDP. In terms of population, Southeast Asia has a population of about 638 million people, and mobile phones and mobile devices are used in the region. Among them, the penetration rate of mobile phones and mobile devices reached 141%, and the social media penetration rate reached 55%.
This shows that Southeast Asia is a region full of youthful vitality and development potential. In recent years, the population of these ten countries in Southeast Asia is gradually increasing. Whether it is education, e-commerce development or the economy, the economy is on the rise, especially in the development of e-commerce. Since Alibaba acquired Lazada and invested in Tokopedia, Lazada and Tokopedia are currently the two largest home appliance companies in Southeast Asia. I believe that in the near future, there will be more “unicorn” companies in the region.
Outdoor digital media started in the ten countries of Southeast Asia in 2006, and its development and acceptance are slightly different among the ten countries. First of all, we must realize that outdoor digital media is very common in today’s society, and it is mainly used for the promotion and marketing of products outdoors. More common outdoor digital media applications include: shopping centers, airports, bus stops, and entertainment venues [ Slide 7-10]
In general, the entire outdoor advertising industry will continue to grow steadily over the next five years, with the total amount of traditional static outdoor media remaining largely unchanged, while the growth of the outdoor advertising industry will come more from outdoor numbers. media. According to statistics, it is estimated that by 2021, 12 markets will receive more than half of the revenue from outdoor digital advertising.
In fact, the speed and scale of outdoor digital media development in a country can be reflected in the following aspects: its GDP scale, the popularity of mobile terminals, the overall strength of outdoor media companies, the development and application of outdoor digital media, and the reduction of costs, corporate advertising. Marketing investment, etc. Although many cities still have many restrictions on outdoor digital media in terms of laws and regulations, they have also promulgated laws and regulations that are conducive to the development of outdoor digital media.
Next, I will divide the ten countries in Southeast Asia into five big ones and explain them one by one:
Compared with other Southeast Asian regions, Singapore’s outdoor advertising market has the highest coverage, as well as a rich, dense and fully urbanized population. In addition, Singapore’s GDP and mobile phone penetration rate are very high, and transportation is also very developed. Compared with the past five years, the LED screen has gradually become larger and the picture quality has become clearer.
However, Singapore is a country with strict regulations, especially for outdoor advertising. In non-special circumstances, the outdoor advertising area cannot exceed 100 square meters. Although there are LCD network advertisements in Singapore’s bus and subway stations, the screen is small and lacks innovation in outdoor digital media. In addition, QR code, AR technology and mobile applications do not have a good platform for them to The audience interacts.
At present, TPM has more than 30 large outdoor advertising spaces in Singapore. Our goal is to convert some of the outdoor advertising spaces into large outdoor LED advertising spaces in the next three years.
Similarly, we hope that in the next few years, Singapore will be able to use Big Data to provide customers with more effective media strategies.
Among the ten countries in Southeast Asia, Malaysia and Thailand have the largest and largest outdoor digital media resources.
In recent years, with the increasing number of foreign tourists and the strong support of the media, Malaysia and Thailand are more willing to use and invest in outdoor digital media in the densely populated central urban areas. Outdoor digital media in both countries are also available, such as Pavilion in Malaysia and EmQuartier Shopping Mall in Thailand.
However, at present, the overall trend of the two countries is still in a stage of rapid development. The development of second-tier cities in the two countries is still slow. Therefore, in the next few years, Malaysia and Thailand need to strengthen the digital development of second-tier cities. Large cities need to further strengthen AR technology. The combination of AR technology and mobile media enhances public participation.
Indonesia, Philippines, Vietnam
Compared with other Southeast Asian countries, Indonesia’s total population ranks first among the top ten countries in Southeast Asia. Due to the large population base, the Internet and mobile e-commerce market is developing rapidly.
At present, Indonesia has one of the best e-commerce companies in Southeast Asia – Tokopedia, which undoubtedly led to the development of digital media, but also rapidly increased the use of digital media. For example, in the first quarter of this year, TOKOPEDIA made airport passengers experience a more convenient way to shop through outdoor digital advertising. We have 28 vertical advertising machines in the check-in area of Terminal 2 of the Jakarta International Airport in Indonesia. Airport passengers can scan QR codes for online shopping.
In addition, Indonesia’s capital, Jakarta, will celebrate the 18th Asian Games in 2018, which will also promote the development of advertising, economy and tourism in Indonesia, as well as the development of outdoor digital media. Important role.
In Indonesia, the government encourages and supports outdoor digital media, both at airports and transportation systems. Many large-scale projects require the use of LEDs.
For example, in 2012, Indonesia’s capital Jakarta launched Taman Anggrek, the world’s largest LED screen development project. The LED size of the Taman Anggrek shopping mall is 8,675 square meters and 353 meters wide, enough to accommodate 700 cars. Certified by Guinness World Records as the world’s largest LED lighting facade
In addition, the third terminal of the Indonesian capital Jakarta International Airport will completely abandon static digital media and use digital media.
The Philippines and Vietnam are no exception. The Manila Casino in the Philippines and the Vietnam Tower in Vietnam also use large-screen LEDs, which undoubtedly promote the development of outdoor digital media.
However, these countries are in the development stage, and they have begun to improve the quality of LED screens and increase the development of various fields, especially infrastructure.
Cambodia and Myanmar are currently in a state of continuous development, and the two countries have attracted the attention of many overseas investors.
In recent years, the two countries are very willing and trying to integrate LED screens into new buildings, such as: Sakura Tower and Myanmar Plaza.
In the past year, media owners in both countries have also begun selling outdoor digital media . Outdoor digital media is still an emerging field of development for both countries.
Although the import trade between the two countries is not stable enough, the currency is weakened due to the dollar relationship. Myanmar may still be plagued by insufficient power supply, but I am still very optimistic about the development of Myanmar. Myanmar was opened in 2011. Although the total population is less than Thailand, it is more than Singapore. Since the implementation of telecommunications reform in Myanmar, Myanmar’s telecommunications The industry is developing rapidly, and 90% of the people already have mobile phones, which is undoubtedly a good start for the development of digital media.
Laos and Brunei are among the two countries with the least population base in the ten countries of Southeast Asia. Brunei has long maintained close cooperation with Singapore and Malaysia, and Laos and Thailand have close economic ties with each other.
From the overall trend, countries with more population and better urban development will drive the development of outdoor digital media. Countries with higher outdoor media stability have large media owners and free markets. They also Will promote the development of outdoor digital media. In addition, development restrictions in some areas will be broken over time. For example, the speed of mobile Internet in Indonesia needs to be improved, and the infrastructure of Ho Chi Minh in Vietnam needs to be strengthened.
In general, the advantages of outdoor digital media have the following:
- Increase product exposure
Outdoor digital media can increase exposure in busy areas and traffic segments (including airports, shopping malls, etc.).
- One ad slot is available to multiple merchants
In the past, a media ad slot was available for 2 merchants, and now a media ad slot is available for 4 or more merchants.
- Outdoor digital media will become more interesting
With the increasing number of shopping malls, MRT stations and airports, the development of outdoor digital media will be more diversified and more interesting.
In the near future, digital media will further promote the construction of small screen advertisements and media networks, enabling online data to promote creative strategies and establish digital thinking of outdoor media, while strengthening AR and identification technologies, combining big data and payment technologies, and applying them to the outdoors. Among digital media.
In short, Southeast Asia will be the driving force for future global economic development.
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