Digital Out-of-Home Advertising - MENA

Ad spending in the Digital Out-of-Home Advertising market in MENA is forecasted to reach US$376.70m in 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 8.75%, leading to a projected market volume of US$623.00m by 2030.
With a projected market volume of US$4.37bn 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.

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 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.

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.