Singapore Leads SEA in Programmatic DOOH Adoption — New Industry Report

Singapore has emerged as Southeast Asia’s leading market for programmatic digital out-of-home (pDOOH) advertising, according to the DPAA’s 2025 Asia-Pacific programmatic OOH report. The city-state now accounts for an estimated 38% of all programmatic DOOH transactions in Southeast Asia — a disproportionately large share given its geographic size, driven by advanced media infrastructure, sophisticated advertiser demand, and a progressive regulatory environment.

What Makes Singapore Different

Several factors give Singapore a structural advantage in programmatic DOOH adoption. The concentration of regional headquarters for multinational advertisers in Singapore means that programmatic buying expertise built for digital channels translates naturally to programmatic OOH. Major holding group trading desks — including GroupM, Publicis, and IPG Mediabrands — all have Singapore-based OOH trading desks with established programmatic capabilities. The result is a market where programmatic DOOH is no longer experimental: it is standard practice for major campaign buys.

Which Markets Are Next

The DPAA report identifies three Southeast Asian markets most likely to see accelerated pDOOH adoption over the next 24 months:

• Malaysia: Growing DSP connectivity and new screen investments in transit and retail corridors are creating programmatic-ready inventory at scale
• Thailand: Bangkok’s BTS and MRT networks have committed to programmatic-enabled screen upgrades, creating a high-traffic transit pDOOH network by mid-2026
• Indonesia: Scale-driven demand from FMCG and e-commerce advertisers is accelerating the build-out of programmatic infrastructure in Jakarta and Surabaya

For advertisers in these markets, the infrastructure investment being made now means that programmatic DOOH pricing and availability will shift materially within the next two to three years. Early adoption of programmatic buying workflows — including integration with Moving Walls Market — positions brands to benefit from current pricing before demand fully matures.