Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in GCC has seen significant growth in recent years, driven by changing customer preferences and local special circumstances.
Customer preferences: Customers in the GCC region have shown a strong preference for out-of-home advertising due to its ability to reach a wide audience and create a lasting impact. With the increasing use of smartphones and other digital devices, people are spending more time outside of their homes, making out-of-home advertising an effective way to reach them. Additionally, the GCC region has a large expatriate population, who are often out and about exploring the cities, making them a prime target for out-of-home advertising campaigns.
Trends in the market: One of the key trends in the Out-of-Home Advertising market in the GCC is the increasing use of digital signage. Digital billboards and screens are becoming more common in major cities, providing advertisers with the ability to display dynamic and interactive content. This trend is driven by advancements in technology and the desire to capture the attention of a tech-savvy audience. Additionally, the use of data analytics and audience measurement tools is becoming more prevalent in the industry, allowing advertisers to target their campaigns more effectively and measure their impact.
Local special circumstances: The GCC region is known for its rapid urbanization and infrastructure development, which has created numerous opportunities for out-of-home advertising. The construction of new roads, airports, and shopping malls has led to an increase in the number of outdoor advertising spaces available. Additionally, the GCC countries have a high population density in urban areas, making out-of-home advertising a cost-effective way to reach a large number of people.
Underlying macroeconomic factors: The Out-of-Home Advertising market in the GCC is also influenced by underlying macroeconomic factors. The region has a strong economy, driven by industries such as oil and gas, tourism, and finance. This has led to increased consumer spending and investment in advertising. Furthermore, the GCC countries have a young and growing population, which provides a large consumer base for advertisers to target. The governments in the region are also supportive of the advertising industry, providing incentives and regulations to promote its growth. In conclusion, the Out-of-Home Advertising market in the GCC is experiencing growth due to changing customer preferences, the adoption of digital signage, local special circumstances, and underlying macroeconomic factors. As technology continues to advance and urbanization in the region continues, the market is expected to further expand in the coming years.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).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.
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