Over the last 13 years in the industry, I have personally seen how the UAE has embarked on an extraordinary journey of change, not just in its regional growth but also in the realm of digital out-of-home (DOOH) advertising. Smart cities such as Dubai and Abu Dhabi are increasingly integrating digital screens into their urban landscapes, making DOOH omni-present.
Districts like Expo Village, Sustainable City, and Dubai International Financial Center (DIFC) exemplify the UAE’s sophisticated approach to urban planning with DOOH at its core. These districts not only enhance the aesthetic appeal of the properties but also significantly boost their commercial value, showcasing the potential of DOOH to elevate urban spaces.
With the UAE building towards being a global business, tourism, and innovation hub, the visibility of brands on a large scale becomes crucial.
The strategic placement of digital screens within urban developments has proven to be one of the most effective ways for brands to achieve this. These screens, often located in high-traffic areas, offer a dynamic platform for brands to engage with a diverse audience, delivering high-definition visual content that can be updated in real-time.
Business is flourishing
The UAE is poised to register high growth in DOOH advertising as it remains a global business and tourism hub. Government statistics indicate that Dubai hosted a 30 per cent increase in active business licenses last year compared to the previous one, up by 75 per cent from 2021.
This is also mirrored in DIFC, which recorded an increase of 34 per cent year over year in terms of new company registrations.
Major events, such as Expo 2020 in Dubai and the Abu Dhabi Grand Prix, further continue to project interest from across the world, offering a chance for brands to leverage DOOH to talk to the world at large. And with the forecasted influx of foreign investments and multinational companies in the UAE, the demand for new, creative, high-impact DOOH campaigns is inevitable.
Market projections indicate that the UAE’s DOOH market will expand from $31.39 million in 2024 to $65.59 million by 2029, with a compound annual growth rate (CAGR) of 14.64 per cent. This growth trajectory underscores the vast opportunities available in the region for the DOOH industry. Such a robust growth trajectory highlights the considerable potential within the region.
A future that’s sustainable
In parallel with its economic growth, the UAE is also prioritising sustainability and wellbeing initiatives.
Environmental sustainability is becoming an integral part of the future of out-of-home advertising, with eco-friendly digital display technologies leading the way. This includes solar-powered billboards, energy-efficient LED screens, and other green technologies that support the commitment the UAE has made towards a sustainable future.
This focus on sustainability not only makes DOOH more desirable but also allows brands to attain broader sustainability objectives.
To further ensure a sustainable future for the UAE’s out-of-home sector, advanced technologies like artificial intelligence (AI) and machine learning will be instrumental.
These tools will give advertisers the ability to provide very well-tailored messages, whether it be through real-time data like audience demographics, weather, or even emotional states.
Deep insights from AI-driven analytics into consumer behavior will help brands refine campaigns for the best results. This level of personalisation will enhance the relevance and engagement of DOOH advertising, fostering meaningful connections between brands and consumers.
In conclusion, the future of DOOH advertising in the UAE is brighter than ever before. As the country continues to grow and attract international interest, DOOH will play a pivotal role in shaping its urban landscapes and connecting brands with audiences in meaningful and impactful ways.
By Niall Sallam, CEO of Elevision.
