By Philip Matta, group COO at W Group
Out-of-home (OOH) advertising has brought the UAE region to the threshold of revolution in the past few years, notably in 2022 where the emergence of innovations such as 3D immersive screens changed the way brands run their campaigns. Today, the breed of new technologies and changing consumer patterns are still spawning a non-stop paradigm shift in the landscape. So, what is next for the OOH industry in the year ahead?
Data and programmatic
The UAE has witnessed a boom in digital OOH advertising, which has driven the dire need for data implementation. Audience measurement and analytics based on impressions are enabling brands to measure the
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