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 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 growing adoption of DOOH advertising by end-users like retailers, real estate, government, etc., to reach out to their consumers while they are commuting, waiting, etc. Due to the introduction of digitalized services in sectors, such as retail, hospitality, real estate, automotive, etc., the DOOH market is gaining traction mainly in countries like Saudi Arabia, UAE, Qatar, etc. Additionally, the ineffectiveness of traditional advertising methods such as television, newspaper, online platforms, etc., the digital out-of-home market gained importance in the Middle East & Africa region. It is mainly due to the versatility offered by DOOH advertising as it allows the end-users to advertise at locations like public spaces, ATMs, restaurants, etc., which is not possible with the use of television or newspaper.

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."

Digital Billboards to Capture the Highest Market Share

Based on the type, the market is classified as Billboards/LED Screens, Street Furniture, and Transit. Among them, Billboards captured the highest market share of the Middle East & Africa Digital Out-of-Home Advertising market during 2018-2022. Due to the rising deployment of digital billboards in locations like highways, across the streets, museums, parks, etc., to provide better visibility to pedestrians & visitors has been dominating the DOOH Advertising market in Middle East & Africa.

Furthermore, the deployment of digital billboards in prime locations would increase demand among end-users to serve their requirements to advertise in a premium location with more audiences. During the historical period, street furniture gained significant traction in the Middle East and Africa Digital Out-of-Home Advertising market after billboards. It is primarily due to the constant demand for street furniture such as mupis, ATM kiosks, pedestrian panels, Mall ad Panels, and others in malls, restaurants, and commercial & residential buildings, among others, to attract consumers by displaying appealing product offerings.

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. The enhanced deployment of DOOH assets in public spaces such as railways, metro lines, malls, etc., to display innumerable advertisements ranging from current affairs, new product launches, sale offers, etc., has been amplifying the demand for DOOH advertising in the country. Further, the introduction of digital out-of-home advertisement services in taxis across the country appeared as an opportunity for the growth of the market.

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)