Digital Out-of-Home Advertising - GCC

Ad spending in the Digital Out-of-Home Advertising market in GCC is forecasted to reach US$158.10m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 8.62%, leading to a projected market volume of US$259.60m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is anticipated to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$2.62 in 2024.
In the GCC, the Digital Out-of-Home Advertising market is rapidly expanding, driven by innovative technologies and the region's high digital penetration rates.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in GCC is experiencing significant growth and development.

Customer preferences: Customers in the GCC region are increasingly drawn to Digital Out-of-Home Advertising due to its dynamic and engaging nature. The use of high-resolution displays, interactive features, and real-time content updates captivates audiences and enhances the overall advertising experience. Additionally, the ability to target specific demographics and locations through data-driven advertising campaigns is appealing to advertisers, as it allows for more effective and efficient marketing strategies.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in the GCC is the integration of smart technology. With the rise of smart cities and the increasing adoption of Internet of Things (IoT) devices, digital billboards and signage are becoming more interactive and connected. This enables advertisers to deliver personalized and contextually relevant content to consumers, further enhancing the effectiveness of their campaigns. Another trend in the market is the growing popularity of programmatic advertising. Programmatic advertising allows for the automated buying and selling of ad space, enabling advertisers to reach their target audience in real-time. This trend is particularly evident in the GCC region, where there is a strong emphasis on data-driven marketing strategies. By leveraging programmatic advertising, advertisers can optimize their campaigns based on real-time data and insights, resulting in higher engagement and ROI.

Local special circumstances: The GCC region is known for its vibrant and cosmopolitan cities, which attract a large number of tourists and expatriates. This unique demographic composition presents a lucrative opportunity for Digital Out-of-Home Advertising. Advertisers can leverage digital billboards and signage in popular tourist destinations and commercial areas to effectively reach both local residents and visitors. Additionally, the GCC region has a high smartphone penetration rate, making it easier for advertisers to engage with consumers through mobile integration and interactive features.

Underlying macroeconomic factors: The Digital Out-of-Home Advertising market in the GCC is also influenced by underlying macroeconomic factors. The region has been witnessing steady economic growth, driven by diversification efforts and investments in infrastructure development. This has resulted in increased consumer spending and a thriving business environment, creating a favorable market for advertisers. Furthermore, the GCC governments have been actively promoting tourism and attracting foreign investments, which has further fueled the demand for Digital Out-of-Home Advertising. In conclusion, the Digital Out-of-Home Advertising market in the GCC is experiencing significant growth and development. Customer preferences for dynamic and engaging advertising, along with the integration of smart technology and programmatic advertising, are driving the market forward. The unique demographic composition and high smartphone penetration rate in the region provide ample opportunities for advertisers. Additionally, the underlying macroeconomic factors, such as steady economic growth and government initiatives, contribute to the positive market outlook.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.