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

Ad spending in the Out-of-Home Advertising market in MENA is forecasted to reach US$1.13bn in 2024.
The largest market in MENA is Traditional Out-of-Home Advertising with a market volume of US$757.20m 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$1.99 in 2024.
In MENA, digital out-of-home advertising is rapidly gaining popularity, revolutionizing the traditional OOH market in the region.

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 MENA is experiencing significant growth and development, driven by various factors influencing consumer behavior and market dynamics in the region.

Customer preferences: Customers in the MENA region are increasingly drawn to Out-of-Home Advertising due to its ability to reach a wide audience in high-traffic areas. With the rise of urbanization and increasing time spent out of home, consumers are more receptive to outdoor advertising messages that are creatively displayed and strategically placed.

Trends in the market: In Saudi Arabia, there is a growing trend towards digital Out-of-Home Advertising, with the adoption of digital billboards and interactive displays. This trend is fueled by the high smartphone penetration rate in the country, leading to more personalized and engaging advertising campaigns. Additionally, in the UAE, there is a shift towards experiential Out-of-Home Advertising, where brands create immersive and memorable experiences for consumers through interactive installations and pop-up events.

Local special circumstances: One of the key special circumstances in the MENA region is the influence of culture and religion on Out-of-Home Advertising. Advertisers need to be mindful of cultural sensitivities and religious beliefs when creating outdoor campaigns to avoid any potential backlash or controversy. This unique aspect of the market requires advertisers to tailor their messaging and creative content to resonate with the local population while respecting cultural norms.

Underlying macroeconomic factors: The Out-of-Home Advertising market in MENA is also influenced by macroeconomic factors such as GDP growth, consumer spending, and infrastructure development. As countries in the region invest in infrastructure projects and urban development, there is a growing opportunity for outdoor advertising companies to expand their reach and target new audiences. Additionally, as disposable incomes rise and consumer confidence improves, businesses are more willing to invest in Out-of-Home Advertising to promote their products and services to a larger audience.

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.