As the out-of-home (OOH) advertising industry evolves, its growth potential is vast. It remains one of the most effective channels for brands to capture attention in the physical world, engaging diverse audiences on a grand scale.
However, for OOH to fully realise this potential, there are significant challenges – particularly the cumbersome and fragmented approval process that advertisers and media owners must navigate.
In many regions, OOH regulations are overseen by various bodies, from municipal authorities to highway agencies, each with its own rules. This fragmented approach complicates campaign execution and stifles creativity, ultimately hindering the growth of the OOH industry.
A more streamlined, unified regulatory framework is necessary for the industry to thrive.
The impact of OOH regulation delays
In an industry where timing is crucial, the bureaucratic delays that plague the current approval process are not just frustrating –they’re detrimental to campaign success. Advertisers planning product launches or seasonal promotions often find themselves in a race against time, only to be held back by slow-moving regulatory bodies.
These delays affect brand perception and dissuade businesses from investing in OOH as they turn to faster-moving, more predictable digital channels. The opportunity for impactful, large-scale campaigns diminishes, and the growth of the OOH sector is hampered.
The case for centralised OOH regulations
One solution is establishing a centralised regulatory framework, supporting consistent approvals across regions and formats. Cities including London and New York have successfully implemented such systems, providing transparent, streamlined processes that reduce the uncertainty surrounding OOH advertising.
The Government of Dubai has recently made strides in this direction by creating Mada Media Company, a single governing body for OOH advertising.
The move is poised to revolutionise the approval process by offering a one-stop solution for advertisers and media owners. With a unified body overseeing the OOH landscape, Dubai sets a new regional benchmark for efficiency, transparency and accountability.
A centralised regulatory system like Mada Media Company streamlines the approval process and minimises delays, allowing advertisers to focus on crafting bold campaigns without regulatory hindrances.
Balancing creativity and compliance
A more streamlined approval process speeds up campaign execution and encourages greater creativity. In the current regulatory environment, advertisers often face restrictions that limit their ability to push creative boundaries, particularly with the growing demand for dynamic, interactive digital OOH ads.
By adopting a more transparent and predictable approval system, regulatory bodies can encourage innovation. This would allow advertisers to experiment more, creating a diverse and vibrant environment that balances creativity with compliance.
Technology’s role in streamlining approvals
Digital technology can significantly improve the approval process for OOH advertising. By using online submission platforms, real-time tracking, and automated responses, delays can be removed, errors reduced and decision-making sped up.
Data analytics allows for more accurate assessments of OOH installations. It ensures decisions are based on objective criteria such as traffic, safety and aesthetics, reducing subjective delays.
Implementing a system such as Mada Media’s could also increase transparency. It would give advertisers clearer insights into their application status and foster trust between the public and private sectors, leading to a more efficient and accountable process for
everyone involved.
Encouraging investment through a conducive regulatory environment
Ultimately, a more seamless approval process is essential to encouraging more significant investment in the OOH industry. When advertisers are confident that their campaigns will launch on time and within the planned scope, they are more likely to allocate a significant portion of their budgets to OOH.
Similarly, media owners would be more willing to invest in cutting-edge formats – such as digital billboards, augmented reality, and AI-powered OOH solutions – knowing that the regulatory framework supports innovation. This increased investment would increase revenue for private companies and public municipalities through fees and taxes, benefiting all parties involved.
The OOH industry is at a crossroads. While its growth potential is immense, it will only be fully realised when the regulatory environment adapts to meet the needs of a rapidly evolving media landscape. As Dubai has done with Mada Media by streamlining approvals and creating a more unified regulatory framework, authorities can unlock the true power of OOH advertising, benefiting advertisers, media owners and the broader public.
Now is the time for stakeholders to come together and advocate for change. By embracing a more seamless OOH regulations, we can propel the industry into a new era of growth, innovation and impact.
by James Bicknell, CEO, BackLite Media
