THE outdoor advertising industry is expected to continue a modest growth in 2024, primarily driven by digital out-of-home (DOOH) advertising in light of the challenging economic landscape. StarBiz spoke to the Outdoor Advertising Association of Malaysia (OAAM) president Maaresh Starling to get his take on the outlook and some pertinent issues facing the industry. Below are the excerpts of the interview.
StarBiz: How will the outdoor advertising industry on the whole, out-of-home (OOH) as well as digital OOH (DOOH) advertising, fare this year? Will its outlook be better than last year? Maaresh: OOH advertising declined marginally by RM30mil or 7% year-on-year (y-o-y) in 2023, while DOOH advertising grew by substantially RM148mil or 25% y-o-y.
