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Market Definition
Digital Out-of-Home (DOOH) advertising includes billboards, vehicle advertisements, taxi ads, bus shelters, etc., that use Adtech like geofencing, tracking, retargeting, attribution, personalization, and measurement. It allows the end-users, like retailers, real estate, etc., to reach out to their consumers when they are out of their homes in public places, commuting to work, waiting (e.g., in elevators), and in specific commercial locations. Further, DOOH advertising is also equipped with technology that provides advertisers with enhanced traffic data that allows them to map the number of customers who came across their ads in a given period.
Market Insights
The GCC Digital Out-of-Home (DOOH) Advertising market is projected to grow at a CAGR of around 21% during the forecast period, i.e., 2022-27. The digital out-of-home advertisements market in the GCC region is in its nascent stage but registering exponential growth. The DOOH ads have been translating into increased brand visibility & greater customer recall, which is gradually translating into sales. Therefore, the brands are increasingly coming up with engaging DOOH advertisements for crowded areas such as public transport infra, highways, malls, stadiums, etc.
| Report Coverage | Details |
|---|---|
| Study Period | Historical Data: 2017-20 |
| Base Year: 2021 | |
| Forecast Period: 2022-27 | |
| CAGR (2022-2027) | 21% |
| Country Covered | The UAE, Saudi Arabia, Oman, Kuwait, Bahrain, Qatar |
| Key Companies Profiled | JCDECAUX SA ELAN Media, HyperMedia FZ LLC, Emirates Neon Group, Hills Advertising L.L.C., Elevision, Dooha Media, Viola Communications, Daktronics Inc., Mubashir, Lifeonscreen, Al Arabia, Wave Media, and Others.) |
| Unit Denominations | USD Million/Billion |
However, with the continued expansion of digital out-of-home service providers such as Arabia, Hivestack, etc., in the region, the price competitiveness in retail, transit, etc., would significantly increase in the forthcoming period. The growing construction for retails like shopping malls in the region has provided additional space for DOOH advertising. The deployment of DOOH screens, such as digital mupis, attracts visitors' attention & creates awareness among the viewers regarding the brands displayed on the screen.
The Digital Out-of-Home industry is significantly escalating in the GCC region, owing to the introduction of digitalized services in the sectors, including retail, hospitality, real estate, and automotive. The DOOH services bought an opportunity to advertise in locations like public spaces, ATMs, restaurants, etc., which was earlier not possible with the use of television or newspaper advertisements.
Furthermore, the rising installation of digital billboards & mupis in public transportation centers such as airports, bus stations, etc., by prominent industry leaders to engage the audience with their products & services contributed to the growth of the GCC Digital Out-of-Home Advertising market during 2022-2027.
Key Trend in the Market
Programmatic Analytics Enhances the Performance of DOOH Advertisement
Programmatic DOOH (pDOOH) is a more advanced form of digital OOH that combines all the features with the capacity for improving product advertisement using data. Programmatic Digital Out-of-Home is quite similar to online advertising, which provides automatic sales & delivery of the content & offers marketing & remarketing advantages, thereby providing a more advanced platform than the traditional DOOH. Programmatic DOOH includes real-time broadcasting & provides special marketing potential to digital advertising services. It employs a combination of audience targeting & geographical intelligence to increase the relevance of digital advertising.
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