In this Industry Snapshot, Fawzi Tueni, Chief Operation Officer at Arabian Outdoor shares his take on the evolution of out-of-home (OOH) in the Middle East.
How has data and tech changed the way OOH campaigns are planned and measured in the past year?
Data and technology have expanded OOH from a pure reach medium into a full-funnel channel, now equally leveraged for performance-driven actions as it is for brand building. Planning is now guided by mobile location data and audience verification platforms, enabling precise targeting based on real-world behaviours and demographics, not just estimated footfall. Measurement has been revolutionised by attribution modelling, which correlates campaign exposure with tangible offline and online actions – from foot traffic and sales to website visits. This provides a clear, data-backed line of sight to ROI, moving the conversation beyond mere impressions to demonstrable business impact and solidifying OOH’s role in the modern, connected marketing mix.
What new formats or innovations in OOH have caught the most advertiser interest recently?
Advertisers are increasingly drawn to integrated ecosystems that blend high-impact static placements with dynamic digital networks. This ‘surround sound’ approach combines the authority of static with the agility of digital for real-time messaging. Programmatic trading platforms are therefore gaining traction, offering efficient, data-driven audience targeting and transforming DOOH into a flexible, performance-oriented medium.
How are brands balancing traditional static OOH with digital screens and programmatic buys?
Brands now treat static and digital/programmatic OOH as complementary. Static builds mass awareness and long-term equity, while digital and programmatic deliver real-time, targeted messaging and measurable results. The most effective campaigns use static for overarching narratives and digital for targeted, data-driven activations.
“ Key challenges include slow standardisation in measurement and programmatic protocols, along with how rapid digitisation is being balanced with the enduring value of static assets. The solution for this is unified, transparent metrics, which would be essential for unlocking regional potential.”
How do you see programmatic DOOH changing the relationship between buyers, media owners and technology providers?
Programmatic DOOH is fostering deeper collaboration among buyers, media owners, and tech providers. Media owners must offer data-enriched, addressable inventory; tech providers ensure seamless, transparent transactions; buyers gain control and insight. This interconnected approach drives value through agile, data-driven campaigns.
What are the biggest challenges for OOH in MENA today?
In our view, key challenges include slow standardisation in measurement and programmatic protocols, along with how rapid digitisation is being balanced with the enduring value of static assets. The solution for this is unified, transparent metrics, which would be essential for unlocking regional potential and attracting global investments.
Has sustainability become a real consideration in OOH production and deployment?
Absolutely. Sustainability is now central to OOH operations, driven by client demand and corporate responsibility. The industry is adopting energy-efficient LEDs, recycled materials, eco-friendly inks, and optimised logistics. Sustainable practices are a key differentiator in vendor selection and brand storytelling.
Where do you see the biggest growth opportunities for OOH in the region?
The biggest opportunity lies in integrating digital and static OOH into unified, full-funnel solutions. This approach delivers both mass reach and measurable performance, positioning OOH as an essential, accountable channel for modern marketers.
How is OOH being integrated with other channels such as social and mobile to create more connected brand experiences?
OOH acts as a physical anchor for digital campaigns, driving social engagement and mobile interaction through hashtags, user-generated content, QR codes, and NFC triggers. This creates a seamless brand experience, linking high-impact physical presence with digital amplification and measurement.
What role will creativity play in keeping OOH impactful as the medium becomes more data-driven?
As OOH becomes more data-driven, creative remains crucial. Data determines targeting and timing, but impactful creative captures attention and forges emotional connections. The future of OOH depends on bold, contextually aware creative that transforms targeted impressions into memorable brand experiences.
If you could change one thing about the OOH industry today, what would it be?
If I could make one fundamental shift, it would be accelerating the adoption of a unified, transparent measurement framework. This, we believe, would unlock significant growth. Standardised metrics would also simplify planning, improve ROI, and build advertiser confidence, catalysing innovation and investment across the OOH industry.
By Fawzi Tueni, COO, Arabian Outdoor.
