Press Release Description

Flourishing Future of the Digital Out-of-Home Advertising Market in the MEA Region

The Middle East & Africa Digital Out-of-Home (DooH) Advertising Market is projected to grow at a CAGR of around 23% in the forecast period of 2023-28, says MarkNtel Advisors in their recent research report. The major countries that are adopting DOOH advertising by end-users like retailers, real estate, government, etc., to reach out to their consumers are Saudi Arabia, the UAE, South Africa, Qatar, etc. Further, the DOOH advertising companies are shifting towards touchless interactivity with the help of cameras & motion sensors that allow them to detect hand motions & alter content on display. Hence, the integration of these advanced technologies allows data collection every time the out-of-home advertising space is accessed, as a result, helps in enhancing the adoption of digital out-of-home advertising services.

Furthermore, the increasing Return On Investment (RoI), i.e., the profit earned by end-users after investment in DOOH advertising, is boosting its adoption by end-user brands. The DOOH advertisement raises brand awareness and increases customer recall, which ultimately leads to sales. As a result, more brands are developing storytelling techniques in the Middle East & African countries, as it provides a subtle approach to capturing the audience's attention & engaging them on a much deeper level, resulting in brand trust and loyalty.

Furthermore, the ongoing economic diversification initiatives in countries like UAE, Saudi Arabia, etc., are proving to be instrumental in DOOH market growth. In addition, the growing investment by advertising companies in Egypt like Miawiah Egypt, Lemma, etc., on the expansion of areas covered by their DOOH screens in prime locations like Cairo, Alex, Alamain Matrouh, etc., has led the market growth, further states the research report, "Middle East & Africa Digital Out-of-Home Advertising Market Analysis, 2023."

Highways/Bridges to Capture the Highest Market Share

Based on the location, the market is classified as Highways/Bridges, Roadside Mupis, Roadside Lamp Posts, Gas Stations, Malls, Stadiums, Public Transport Stations, and Others. Among them, Highways/Bridges captured the highest market share of the Middle East & Africa Digital Out-of-Home Advertising market during 2017-2021. Increased road travel and trade activities in the Middle East and Africa have ramped up highway traffic along the Cairo Ring Road, Sheikh Zayed Road, and other routes, with travelers looking for dining areas, gas stations, and other amenities. Visitors frequently have difficulty locating nearby attractions due to a lack of network connectivity in sections of highways. As a result, OOH providers in the Middle East & Africa are increasingly using digital billboards, roadside lamps, and other forms of outdoor advertising to market their products & services and expand their customer base.

Moreover, the increase in gas toppers and LED mupis in gas stations in Qatar, Saudi Arabia, Egypt, the UAE, and other Middle Eastern and African countries has resulted in an increase in gas stations' share of the Middle East & Africa Digital Out-of-Home Advertising market in 2017-2021. Since DOOH screens are expanding & waiting times at gas stations have increased significantly, many businesses are interested in advertising there due to the expansion of DOOH screens.

With Rapid Deployment of DOOH Assets, Saudi Arabia to Dominate the Market

Geographically, Saudi Arabia captured the highest market share of the Digital Out-of-Home advertising market in the region. Enhanced DOOH deployment in public spaces, such as railways, metro lines, malls, etc., has elevated the demand for DOOH advertising in the country. Therefore, as a result of the introduction of digitalized OOH advertisement services based on Geofencing, the country is expected to see an increase in the deployment of GPS-based technology on billboards in malls, stations, etc. This would lead to a considerable increase in the demand for digital out-of-home advertisement services in Saudi Arabia during 2023-2028.

Key Competitors

According to MarkNtel Advisors, the leading players in the Middle East & Africa Digital Out-of-Home Advertising Market are JCDECAUX SA, ELAN Media, HyperMedia FZ LLC, Emirates Neon Group, Hills Advertising L.L.C., Elevision, Dooha Media, Viola Communications, Daktronics Inc., NMN Communications, Mubashir, Primaflex International, and Lifeonscreen.

Key Questions Answered in the Study

  1. What are the current & future trends in the Middle East & Africa Digital Out-of-Home Advertising Market?
  2. How has the industry been evolving in terms of geography & service adoption?
  3. How has the competition been shaping across various countries, followed by their comparative landscape?
  4. What are the key growth drivers & challenges for the Middle East & Africa Digital Out-of-Home Advertising Market?
  5. What are the customer orientation, purchase behavior, and expectations from service providers across various regions?

Market Segmentation:

  1. By Type (Billboards/LED Screens, Street Furniture (ATM Kiosks, Pedestrian panels, Mall Ad Panels (in the middle of mall walkways and outside malls), Transit)
  2. By End-users (Retail, Real Estate, Financial Services, Government, Automotive, Others (Education, Healthcare, etc.))
  3. By Location (Highways/Bridges, Roadside Mupis, Roadside Lamp Posts, Gas Stations, Malls, Stadiums, Public Transport Stations, Others (Supermarket/Hypermarket, Vehicle Based Advertising, etc.))
  4. By Country (The UAE, Saudi Arabia, Oman, Kuwait, Egypt, Morocco, and Others)