In this industry snapshot, Toni Ibrahim, Chief Sales Officer, BSA, examines how marketers are balancing static formats with DOOH, the growing focus on greener production, and the measurement standards shaping investment across the region.
How are brands balancing traditional static OOH with digital screens and programmatic buys?
Brands are treating them as complementary tools. Static OOH remains valuable for long-term branding and high-impact visibility (landmarks, highways). Digital and programmatic DOOH are used for timeliness, personalisation and performance campaigns. Savvy clients mix both: static for brand salience and repeated frequency, digital for targeted messaging, time-sensitive
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