Traditional Out-of-Home Advertising - MENA

In MENA, the Traditional Out-of-Home Advertising market is anticipated to witness ad spending reaching US$757.20m by 2024.
The sector is forecasted to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 2.36%, leading to an estimated market volume of US$871.00m by 2030.
The projected average ad spending per capita in the Traditional Out-of-Home Advertising market is set to be US$1.33 in 2024.
In MENA, traditional out-of-home advertising is experiencing a resurgence in popularity, with high demand for billboards and transit ads.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in MENA region is experiencing significant growth and development, driven by various factors influencing customer preferences, market trends, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in the MENA region are increasingly drawn to traditional 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 outdoors, consumers are more exposed to billboards, transit ads, and other traditional OOH advertising formats, making it a preferred choice for advertisers looking to maximize visibility.

Trends in the market: In Saudi Arabia, there is a growing trend towards digital out-of-home advertising, with advancements in technology allowing for more interactive and engaging campaigns. This shift towards digital formats is driven by the younger population's tech-savvy nature and their preference for dynamic and personalized content. Additionally, in the UAE, there is a trend towards experiential out-of-home advertising, where brands create immersive and memorable experiences for consumers to interact with their products or services.

Local special circumstances: In Egypt, political and social events often influence the traditional out-of-home advertising market, with advertisers leveraging these moments to create impactful campaigns that resonate with the local audience. Additionally, in Lebanon, the unique blend of cultures and languages presents a challenge and an opportunity for advertisers to create campaigns that are culturally sensitive and relevant to the diverse population.

Underlying macroeconomic factors: The stability of oil prices in the Gulf countries plays a significant role in driving the growth of the traditional out-of-home advertising market in the MENA region. As oil prices impact consumer spending power and overall economic stability, advertisers adjust their strategies to align with the changing economic landscape. Furthermore, government investments in infrastructure development across the region contribute to the growth of the OOH advertising market, as new transportation networks and urban spaces provide opportunities for advertisers to engage with a larger audience.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.