Out-of-Home Advertising - GCC | Statista Market Forecast

Ad spending in the Out-of-Home Advertising market in GCC is forecasted to hit US$434.90m in 2024.
The largest market within this market is Traditional Out-of-Home Advertising, with a market volume of US$276.90m in 2024.
When compared globally, United States is expected to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$7.21 in 2024.
In GCC, the Out-of-Home Advertising market is rapidly expanding, with a focus on innovative digital displays to captivate the affluent consumer base.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) 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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

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.

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.