Out-of-Home Advertising - United Arab Emirates

Ad spending in the Out-of-Home Advertising market in the United Arab Emirates is forecasted to reach US$148.50m in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising with a market volume of US$107.60m in 2024.
When compared globally, the highest ad spending is expected to be seen United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market in the United Arab Emirates is projected to be US$15.48 in 2024.
In the United Arab Emirates, the Out-of-Home Advertising market is booming with innovative digital displays dominating the cityscape.

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 United Arab Emirates is experiencing significant growth and development.

Customer preferences: Customers in United Arab Emirates have shown a strong preference for Out-of-Home Advertising. This can be attributed to the fact that Out-of-Home Advertising provides a unique and impactful way to reach a wide audience. With the increasing urbanization and population growth in the country, there is a growing demand for Out-of-Home Advertising to effectively communicate with the target audience.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in United Arab Emirates is the increasing use of digital signage. Digital billboards and screens have become popular in the country, offering dynamic and interactive advertising opportunities. This trend is driven by advancements in technology and the desire for more engaging and eye-catching advertising formats. Another trend in the market is the use of data and analytics to optimize Out-of-Home Advertising campaigns. Advertisers are leveraging data to better understand their target audience and deliver more personalized and relevant messages. This trend is supported by the availability of data and analytics tools, which enable advertisers to measure the effectiveness of their campaigns and make data-driven decisions.

Local special circumstances: United Arab Emirates is known for its vibrant and dynamic cities, such as Dubai and Abu Dhabi, which attract a large number of tourists and expatriates. This presents a unique opportunity for Out-of-Home Advertising to reach a diverse and international audience. Advertisers can leverage the multicultural nature of the country to create campaigns that resonate with different segments of the population.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in United Arab Emirates can be attributed to several underlying macroeconomic factors. The country has a strong and stable economy, driven by industries such as tourism, real estate, and finance. This provides a favorable business environment for advertisers and encourages investment in advertising campaigns. Furthermore, United Arab Emirates has a high GDP per capita, indicating a higher disposable income among the population. This enables consumers to spend more on goods and services, including products and services advertised through Out-of-Home Advertising. The country's growing middle class also contributes to the demand for Out-of-Home Advertising as a means to reach this consumer segment. In conclusion, the Out-of-Home Advertising market in United Arab Emirates is experiencing growth and development due to the strong customer preferences for this advertising medium, the increasing use of digital signage, the use of data and analytics to optimize campaigns, the local special circumstances of a diverse and international audience, and the underlying macroeconomic factors of a strong and stable economy and high GDP per capita.

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.