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.
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.
|Study Period||Historical Data: 2017-20|
|Base Year: 2021|
|Forecast Period: 2022-27|
|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.
It offers the brand owners versatility as they could display various content depending upon the interactivity of the customers. Brand owners also enjoy the freedom to begin/end & change the ad play in real time. Programmatic analytics have thus been adopted by various companies, such as Trade Desk, Elevision Media, Abu Dhabi Media, etc., to enhance the performance of DOOH advertisements.
Based on Type:
Of them all, the Billboards represented a significant share of the GCC Digital Out-of-Home Advertising market during 2017-2021 & with the continuous deployment of digital billboards in the region, the segment is anticipated to dominate the market in the forecast years. Digital billboards are generally deployed on highways, across streets, museums, parks, etc., to provide wider visibility to pedestrians & visitors to boost product awareness & generate business revenues.
Furthermore, digital billboards help the advertisement industry address the issues associated with traditional advertising, such as go-live time & slot availability. Due to limited space availability in public spaces, transit areas, and so on, bulletins are generally the most effective type of billboard to use in these areas.
Billboards with dimensions of 1800mm x 1200mm are commonly used in railway stations, bus stops, and shopping malls to connect with visitors & increase product or service awareness among customers. Moreover, businesses in the region are increasingly collaborating with digital OOH providers to boost revenue growth.
Based on End User:
Of them all, Retail holds the highest share of the DOOH Advertising market, owing to a rise in the presence of shopping spaces in the region, which has significantly increased market competition and has notably contributed to the demand for digital OOH advertising to promote their brand existence. According to the Dubai Mall, the place attracts more than 100 million visitors every year who are constantly in search of unique products & offering in the mall or across the city. Thus, this necessitated the need to deploy malls with digital mupis to aware the visitors about attractive discount offers, and new product launches, across the country to achieve high ad recall & brand associations.
Simultaneously, the GCC region consists of a marginal share of the young population who often visit malls, retail stores, etc., and spend fewer hours at home watching TV or reading newspapers. Therefore, the increased footfall in retail stores & malls across the region urged the need among businesses to deploy digitalized billboards, mupis, etc., inside the retail stores or nearby spaces to increase the sales of their products.
Geographically, the GCC Digital Out-of-Home (DOOH) Advertising market expands across:
Of all the regions across the GCC, Saudi Arabia held a considerable share of the GCC Digital Out-of-Home Advertising Market in historical years. The market growth imputes to a notable rise in commercial advertising activities across the business to garb individuals' attention and promote brand awareness. Billboards, such as these are usually found in public spaces such as railways, metros, malls, etc., displaying innumerable advertisements ranging from weather forecasts, current affairs, new product launches, and sales. In turn, these advertisements attracted a high level of interest from individuals, which, in turn, led to rising sales for OOH service providers and payers. 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.
After Saudi Arabia, the UAE gained significant traction in the GCC Digital Out-of-Home Advertising market during 2017-21. Moreover, with the growing expansion of the business sector in the UAE, multiple brands with varied products emerged in the country & notably increased the demand for out-of-home advertisement services.
Recent Developments by Leading Companies
Key Driver: Integration of Digitalization by End-user Brands in Out-of-Home Advertising Strategies
The upsurge in the shift of end-users like retail, automotive, and healthcare towards Digital Out-of-Home Advertising to target a particular audience at the right location, right time, and at a large scale has immensely supported the growth of the Digital Out-of-Home Advertising Market in the GCC. The shift has been due to various reasons, such as government initiatives, decreasing attention span of the customers, penetration of digital marketing being hindered by ad blocks, etc.
Moreover, governments are adopting digital-billboard advertisements to cater to their local audiences & they are switching from traditional to digital billboards in order to convey their message more effectively. Also, the governments of different countries in the region, including the UAE, are using digital billboards to transfer information by law enforcement authorities to the citizens efficiently & at a large scale, which is further increasing the demand for out-of-home digital advertisements in the region.
Possible Restraint: Availability of Other Lower Cost Advertising Mediums
The higher cost of digital billboards, along with the added rental cost for installation spaces, is one of the major challenges for the Digital Out-of-Home (OOH) Advertising market. Due to the higher cost of advertising, mainly at prime locations, vendors prefer to advertise over social media & other advertising platforms rather than buying digital billboards. Additionally, the use of traditional billboards is more in demand due to their lower cost compared to digital billboards, which is again a challenge for DOOH advertising.
Advertising on billboards, bridge banners, rooftop banners, metro ads, and airport ads are among the digital outdoor advertising options available in the GCC region & the cost varies widely depending on the location. Therefore, the cost difference between traditional & digital advertising restricts the end-users like retailers, healthcare, real estate, etc., to switch to digital OOH advertising, hence restricting the growth of the market.
Growth Opportunity: Mobile Amalgamation in Outdoor Advertising
One of the main goals of outdoor advertising is to improve the audience experience, as some firms have combined mobile & outdoor advertising to boost client interaction. The DOOH has been efficient in capturing the relevant information of the customers by tracking real-time data using technology. The advertisers can maximize the impact of the campaign by coordinating mobile advertising with out-of-home media, as the inclusion of digital out-of-home advertising as part of a digital campaign increases the click-through rates.
Digital out-of-home advertising has been able to serve ads nearest to the mobile billboard in real-time by dynamically altering the location settings through GPS integration enhanced by cutting-edge shadow fencing technology. Advertising companies Geofence important landmarks, give target segment audiences, and shadow fences exactly where the mobile billboard operates, which enable the OOH & mobile platforms to reach the relevant audience of the key locations.
Subsequently, the amalgamation of the mobile networks with the DOOH through real-time data & other enhanced features would provide an opportunity to expand the GCC Digital Out-of-Home Advertising market during the forecast period.
Key Questions Answered in the Market Research Report:
Frequently Asked Questions
A. The GCC Digital Out-of-Home (DOOH) Advertising Market is expected to grow at a CAGR of around 21% during 2022-2027.
A. The Billboards/LED Screens are the leading type in the GCC Digital Out-of-Home (DOOH) Advertising Market during 2022-27.
A. The integration of digitalization by end-user brands in out-of-home advertising strategies is expected to drive the GCC Digital Out-of-Home (DOOH) Advertising Market during 2022-27.
A. The top players in the GCC Digital Out-of-Home (DOOH) Advertising Market during 2022-27 are 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.
A. Saudi Arabia is anticipated to dominate the GCC Digital Out-of-Home (DOOH) Advertising Market during 2022-27.
A. The availability of other lower-cost advertising mediums is the restricting factor affecting the growth of the GCC Digital Out-of-Home (DOOH) Advertising Market during 2022-27.