Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - MENA

MENA

Ad spending in the Digital Out-of-Home Advertising market in MENA is forecasted to reach US$0.38bn in 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 9.20%, leading to a projected market volume of US$0.59bn by 2029.
With a projected market volume of US$4,366.00m in 2024, the majority of ad spending is expected to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.66 in 2024.
In the MENA region, Digital Out-of-Home Advertising is rapidly growing, with Saudi Arabia leading in innovative campaigns targeting urban audiences.

Key regions: India, France, United States, United Kingdom, China

Market

Region

Region comparison

Currency

Analyst Opinion

The Digital Out-of-Home Advertising market in MENA has been experiencing significant growth and development in recent years.

Customer preferences: Customers in the MENA region are increasingly drawn to Digital Out-of-Home Advertising due to its ability to reach a wide audience in high-traffic areas. The dynamic and interactive nature of digital displays appeals to the younger demographic, who are more likely to engage with digital content.

Trends in the market: In Saudi Arabia, there has been a notable trend towards the use of digital billboards in major cities such as Riyadh and Jeddah. These digital displays offer advertisers the flexibility to change their messaging quickly and easily, making them a popular choice for campaigns targeting urban audiences.

Local special circumstances: In the United Arab Emirates, the Dubai Mall has emerged as a key location for Digital Out-of-Home Advertising. With millions of visitors each year, brands have the opportunity to showcase their products and services to a diverse international audience. The high purchasing power of consumers in the UAE also makes it an attractive market for advertisers.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in MENA can be attributed to the region's rapid urbanization and increasing smartphone penetration. As more people move to urban areas and spend time outside their homes, digital displays in public spaces become a valuable channel for brands to connect with consumers. Additionally, the rise of e-commerce and digital marketing has prompted advertisers to allocate more budget towards digital out-of-home campaigns to complement their online efforts.

Methodology

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.