Middle East & Africa Digital Out-of-Home Advertising (DOOH)

Middle East & Africa Digital Out-of-Home Advertising (DOOH) Market Research Report: Forecast (2023-28)

By Type (Billboards/LED Screens, Street Furniture (ATM Kiosks, Pedestrian panels, Mall Ad Panels (in the middle of mall walkways and outside malls), Transit), By End-users (Retail, Real Estate, Financ Read more

  • ICT & Electronics
  • Nov 2022
  • 148
  • IT55054

Market Definition

Digital out-of-home (DOOH) advertising includes billboards, on-car ads, bus-stop shelters, etc., powered with Adtech like geofencing, tracking, retargeting, attribution, personalizing, measurement, etc. It is used by end-users like retail, real estate, financial services, government, etc., to reach out to their consumers. It allows them to advertise to consumers in public places, commuting to work, waiting (e.g., in elevators), and in specific commercial locations.

Additionally, the Programmatic digital out-of-home (DOOH) allows the automated buying & selling of digital billboards and screens through a Demand Side Platform (DSP) & Supply Side Platform (SSP). The automated buying option further assists the adoption of digitalization in OOH advertising through the deployment of DOOH screens, such as digital mupis, which attract visitors' attention & create awareness among the viewers regarding the brands.

Further, DOOH advertising is also equipped with technology that provides advertisers with enhanced traffic data that allows them to map the number of viewers who came across their ads in a given period, hence augmenting the growth of the market.

Market Insights

The Middle East & Africa Digital Out-of-Home Advertising market is projected to grow at a CAGR of around 23% during the forecast period, i.e., 2023-28. The market is gaining traction in countries like Saudi Arabia, the UAE, South Africa, Qatar, etc., and the introduction of digitalized services in sectors such as retail, hospitality, real estate, and automotive, among others, is contributing to the growth of digital out-of-home advertising. The digital OOH services provide an opportunity for businesses to advertise their products in public spaces, ATMs, restaurants, etc., which was earlier not possible with the use of television or newspaper.

Additionally, the DOOH Advertising market in the MEA region is in its nascent stage, however 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 infrastructure, highways, malls, stadiums, etc. Besides, the growth of digital out-of-home advertisement services is clogged in some territories, including Iran, Iraq, Sub-Saharan countries, etc., due to frequent power outages & higher tariffs, poor technology, etc., which leads to a higher price for advertising.

Report Coverage Details
Study Period Historical Data: 2018-21
Base Year: 2022
Forecast Period: 2023-28
CAGR (2023-2028) 23%
Country Covered The UAE, Saudi Arabia, Oman, Kuwait, Egypt, Morocco, and Others
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., NMN Communications, Mubashir, Primaflex International, Lifeonscreen.
Unit Denominations USD Million/Billion

 

Furthermore, digital out-of-home advertising gained significant importance in the Middle East & Africa region during the historical years, to reach the targeted groups due to the ineffectiveness of traditional advertising methods such as television, newspaper, online platforms, etc. The adoption of outdoor advertising has enabled the brands to connect with an extensive range of target consumers due to the integration of programmatic DOOH, storytelling approach, real-time message delivery, and other methods. The integration of these techniques increases the overall impact of the DOOH advertisement compared to the traditional billboards, owing to the wide reach & network and in-depth customer information it offers.

Moreover, in countries such as the UAE, Saudi Arabia, Morocco, and others, time spent watching TV is decreasing day by day, although it was previously targeted by advertisers as the most important source for advertising. Hence, this shift in consumer perception has compelled stakeholders in the DOOH advertising industry to seize emerging opportunities in the market to encourage growth in the coming years.

Key Trend in the Market

Inclusion of Storytelling Approach in the DOOH Advertising

As the advertisement industry expands across the Middle East and North Africa region via online platforms, email services, newspapers, television, and other outlets, the general public has become less aware of it. Storytelling has been a new way of advertisement adopted by DOOH companies in the region, which only reveals the brand narrative & engages the customers with more creative & out-of-the-box ideas. The primary objective of the storytelling approach is to tell a story that includes an impactful message for the viewers. The purpose of storytelling marketing is to communicate a message through narrative. Storytelling marketing aims to make the viewer feel something.

  1. Market Segmentation
  2. Introduction
    1. Product Definition
    2. Research Process
    3. Assumption
  3. Executive Summary 
  4. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Trends & Insights
  5. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Dynamics
    1. Drivers
    2. Challenges
  6. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Risks & Opportunities 
  7. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Strategic Analysis
    1. Product Roadmap & Lifecycle Analysis
    2. Scalability Analysis
    3. Technological Development
  8. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Technology Outsourcing Analysis Risk Vs Opportunities
  9. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Back-End Applications
    1. Dashboards
    2. User-Interface
    3. CRM
  10. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Regulations & Policy
  11. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Value Chain Analysis
  12. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Contract Type Analysis, By Company
    1. Subscription Model
    2. Revenue Sharing Model
  13. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Pricing Analysis
    1. Quarterly Subscription Pricing Packages
      1. Bus Stations
      2. Malls & Facades
      3. Airports
      4. Taxi
      5. Movable Trucks
      6. Fuel Stations
      7. Trains/Metro
      8. Super Markets/Hyper Markets
      9. Departmental/Convenience Stores
      10. Highways & Bridges
      11. Roadside Lamp Posts
      12. Roadside Mupis
    2. Per Minute Charges
      1. Bus Stations
      2. Malls & Facades
      3. Airports
      4. Taxi
      5. Movable Trucks
      6. Fuel Stations
      7. Trains/Metro
      8. Super Markets/Hyper Markets
      9. Departmental/Convenience Stores
      10. Highways & Bridges
      11. Roadside Lamp Posts
      12. Roadside Mupis
    3. Per Second Charges
      1. Bus Stations
      2. Malls & Facades
      3. Airports
      4. Taxi
      5. Movable Trucks
      6. Fuel Stations
      7. Trains/Metro
      8. Super Markets/Hyper Markets
      9. Departmental/Convenience Stores
      10. Highways & Bridges
      11. Roadside Lamp Posts
      12. Roadside Mupis
    4. Pricing By Advertising Slots (Morning, Afternoon, Evening, Night)
      1. Bus Stations
      2. Malls & Facades
      3. Airports
      4. Taxi
      5. Movable Trucks
      6. Fuel Stations
      7. Trains/Metro
      8. Super Markets/Hyper Markets
      9. Departmental/Convenience Stores
      10. Highways & Bridges
      11. Roadside Lamp Posts
      12. Roadside Mupis
  14. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenues (USD Million)
    2. Market Share & Analysis
      1. By Type
        1. Billboards/LED Screens
        2. Street Furniture (ATM Kiosks, Pedestrian panels, Mall Ad Panels (in the middle of mall walkways and outside malls)
        3. Transit
      2. By End User
        1. Retail
        2. Real Estate
        3. Financial Services
        4. Government
        5. Automotive
        6. Others (Education, Healthcare, etc.)
      3. By Location
        1. Bus Stations
        2. Malls & Facades
        3. Airports
        4. Taxi
        5. Movable Trucks
        6. Fuel Stations
        7. Trains/Metro
        8. Super Markets/Hyper Markets
        9. Departmental/Convenience Stores
        10. Highways & Bridges
        11. Roadside Lamp Posts
        12. Roadside Mupis
      4. By Country
        1. The UAE
        2. Saudi Arabia
        3. Oman
        4. Qatar
        5. Egypt
        6. Morocco
        7. Others
      5. By Company
        1. Competition Characteristics
        2. Revenue Shares
  15. The UAE Digital Out-of-Home Advertising (DOOH) Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenue
    2. Market Share & Analysis
      1. By Type
      2. By End User
      3. By Location
      4. By Region
        1. Dubai
        2. Abu Dhabi & Al Ain
        3. Sharjah & Northern Emirates
  16. Saudi Arabia Digital Out-of-Home Advertising (DOOH) Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenue
    2. Market Share & Analysis
      1. By Type
      2. By End User
        1. By Location
      3. By Region
        1. Riyadh
        2. Dammam
        3. Jeddah
        4. Others
  17. Oman Digital Out-of-Home Advertising (DOOH) Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenue
    2. Market Share & Analysis
      1. By Type
      2. By End User
      3. By Location
  18. Qatar Digital Out-of-Home Advertising (DOOH) Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenue
    2. Market Share & Analysis
      1. By Type
      2. By End User
      3. By Location
  19. Egypt Digital Out-of-Home Advertising (DOOH) Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenue
    2. Market Share & Analysis
      1. By Type
      2. By End User
      3. By Location
  20. Morocco Digital Out-of-Home Advertising (DOOH) Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenue
    2. Market Share & Analysis
      1. By Type
      2. By End User
      3. By Location
  21. Middle-East & Africa Digital Out-of-Home Advertising (DOOH) Market Key Strategic Imperatives for Growth & Success
  22. Competitive Benchmarking 
    1. Competition Matrix
      1. Product Portfolio
      2. Target Markets
      3. Target Security Type
      4. Research & Development
      5. Strategic Alliances
      6. Strategic Initiatives
    2. Companies Profile (Business Description, Products Diversification, Solutions, Assets, Target Market, Partnership, Merger & Acquisition, etc.)
      1. JCDECAUX SA
      2. ELAN Media
      3. HyperMedia FZ LLC
      4. Emirates Neon Group
      5. Hills Advertising L.L.C.
      6. Elevision
      7. Dooha Media
      8. Viola Communications
      9. Daktronics Inc.
      10. NMN Communications
      11. Mubashir
      12. Primaflex International
      13. Lifeonscreen
      14. Others
  23. Disclaimer
Middle-East & Africa Digital Out-of-Home Advertising Market - Segmentation Slide
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