Image for illustrative purposes only. Credit: Elan Media
The IAB MENA DOOH Task Force has announced the release of its Guide to Programmatic Digital Out-of-Home (pDOOH).
The advertising group has shared that the guide is “an essential” resource to transform the digital advertising landscape in the MENA region.
Even though 30 per cent of the total OOH investment in the region is spent on digital screens, IAB found that only 1 per cent of the digital screens were purchased programmatically. In contrast, as found in the ‘IAB MENA’ Attitudes to Programmatic’ survey, the region’s perceived scale of pDOOH is significantly higher th
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