Malaysia OOH Advertising: An Overview

Kuala Lumpur is Malaysia’s centre for cultural, financial, and economic development. The famous Petronas Twin Towers is an iconic landmark of this capital city. It is also a symbol of Malaysia’s futuristic development. Read on to learn more about the Malaysia OOH industry.

The capital city is one of the leading cities in the world for tourism and shopping. Kuala Lumpur’s comprehensive road system is also supported by different modes of public transportation. Their most common highways are the Damansara-Puchong Expressway, Cheras-Kajang Expressway, Kuala Lumpur-Karak Expressway, and Sprint Expressway.

The total market size in Malaysia in 2018 is at RM 1.66 billion (US$270 million). Members of the organization Outdoor Advertising Association of Malaysia (OAAM) represent 24% of the country’s total billboard inventory. Their market share is at 72% or about RM 840 million.

Some of the key members of the OAAM are Big Tree, Spectrum, Seni Jaya, and Redberry. These members focus on billboard advertising, overhead bridge panels, and spectaculars surmounting. An estimated 370 media owners are present in Malaysia. They collectively offer 17 platforms. There are more than 16,000 sites in the country and continuously growing as reported in 2013.

Digital OOH was only at 2 to 10% in 2016. According to Posterscope’s findings, overall OOH Adex in Malaysia grew by 8% in 2017. The zero-rated goods and services tax (GST), the FIFA World Cup, and Asian Games drove a 5% growth to Malaysia OOH in 2018. Other OOH companies present in Malaysia are Rapport, Posterscope, Regal Media, Star OOH, and Mediagates.

The popularity of digital online media expects OOH and social media’s integration to complement the two mediums. A sample execution of integrating OOH with digital and customized media is Shell Malaysia’s digital billboard near Bangsar Shopping Centre.

Malaysia’s government awarded government-owned billboard sites to companies with clean track records. Although the Malaysia OOH industry still faces some issues. Haphazard approvals of traffic authorities in congested areas, monopoly of the outdoor industry, and rising substantial costs are some of these issues.

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Malaysia’s OOH industry is also seeing a growth to digital screens. The challenge is a possible price war among digital players especially in the Klang Valley. To avoid the use of poor materials, this growth has given the need to track the quality and efficiency of advertisements.

There are various key players in Malaysia’s OOH industry. For billboard advertising, overhead bridge panels, and spectaculars surmounting, Big Tree, Spectrum, Seni Jaya, and Redberry are the leaders. The key players for Grab, MRT, and airport advertising are VGI – Meru and VGI – Titanium.

TPM Outdoor is present across 12 countries in Asia. We specialize in OOH advertising and offer a range of services to help with your brand’s OOH execution. Our company previously partnered with Traveloka for OOH advertisements at the Kuala Lumpur International Airport. We pride ourselves as the perfect media to give our partners the best results.

You may check out TPM Outdoor and its past work to learn more.