The out-of-home landscape in the Middle East has not only remained resilient, but continues to dominate the marketing mix as a highly effective channel of advertising. Currently being disrupted by dynamic digital billboards, this sector has welcomed not only enhanced measurement capabilities, but also creative and operational efficiencies.
In an interview with Campaign Middle East, Sami Al Mufleh, Founder and CEO of Hills Advertising, discusses all this and more as he offers a deep dive into the evolving OOH advertising realm and its future prospects.
‘Well-placed outdoor ads capture attention naturally’
When asked about recent innovations in OOH, Al Mufleh highlights the emergence of data-driven digital billboards as a key development over the past year.
“These allow for real-time content changes based on factors like weather, traffic, or even the audience nearby,” he says. “It’s really exciting because it creates more personalised and relevant messaging, which resonates better with people. While we’ve seen this used globally, I believe it’s a great opportunity to bring these kinds of innovations to the UAE, where we can tap into the region’s tech-savvy and fast-paced environment.”
Discussing why OOH remains one of the most effective traditional advertising forms, Al Mufleh points out its inescapability. “It’s always there – integrated into the daily environment, reaching people as they go about their lives,” he says.
In cities such as Dubai and Abu Dhabi in the UAE, with vibrant and modern outdoor spaces, OOH delivers high visibility and creative flexibility, making it a potent tool for brand awareness and engagement.
“Whether it’s a static billboard or a digital display, it blends high visibility with creative flexibility, making it a powerful tool for building brand awareness and engaging audiences,” Al Mufleh adds.
“In a fast-paced region like the UAE, where people are constantly on the move, well-placed outdoor ads can capture attention naturally.”
‘A powerful tool cutting through the digital noise’
Speaking about the attention economy, where consumers’ time, attention, recall and loyalty have become the currency that brands and advertisers are vying for above all else, Al Mufleh says OOH offers a unique advantage.
He says, “In a world where people are overwhelmed with digital content, OOH offers something unique – it’s part of the physical world. Unlike digital ads that compete for screen time, OOH engages people when they’re out in the real world. OOH provides brands with the opportunity to create bold, impactful campaigns in high-traffic locations, making it a powerful tool in cutting through the digital noise.”
However, Al Mufleh also acknowledges challenges within the OOH landscape, such as competition for attention, measuring effectiveness, and sustainability.
He says: “While digital ads give you precise data, OOH can sometimes feel less measurable. But with new technology, like mobile data integration, that gap is closing. Another challenge is the competition for attention, especially in dynamic cities such as Dubai, where there’s always something eye-catching happening. Lastly, sustainability is becoming a big priority. We need to focus on more eco-friendly materials and energy-efficient digital displays, especially here in the UAE, where sustainability is a growing focus across industries.”
That said, OOH measurement capabilities have been significantly enhanced through digital technologies that permit for the gathering of real-time data, which was previously hard to obtain, and allows breaking through the digital noise of OOH advertising.
“The integration of mobile tracking and analytics tools enables us to understand audience engagement and foot traffic more accurately. In the UAE, where technology adoption is high, we can leverage smart city initiatives and data analytics to optimise campaigns in real-time.
This not only helps brands measure effectiveness better, but also allows for more strategic placements and targeted messaging, ensuring we deliver the right content to the right audience at the right time,” Al Mufleh says.
Artificial intelligence (AI) is also making significant strides in the OOH sector, according to Al Mufleh. He says it enhances creative campaigns by analysing audience preferences and streamlines operations, improving ad placement efficiency.
“In 2024, brands and clients are increasingly demanding more measurable and data-driven insights from their OOH campaigns. They want to see real-time metrics that demonstrate effectiveness and ROI, which is becoming essential in today’s competitive landscape. Globally, there’s a strong push for more innovative and interactive formats that engage audiences in new ways,” he adds.
Create campaigns that ‘resonate deeply with diverse audiences’
Al Mufleh also alludes to a creative renaissance within OOH, where innovative designs and storytelling are overcoming traditional stereotypes and visual clutter.
“Advertisers are now focusing on innovative designs and storytelling that grab attention in fresh ways. With the rise of digital OOH, brands have the chance to experiment with dynamic content and interactivity, making ads more engaging and memorable,” he says.
Calling for industry leaders to take a step further, Al Mufleh adds, “However, we can always push the envelope further. In the UAE, where creativity is celebrated, there’s tremendous potential for brands to create standout campaigns that not only break through the clutter but also resonate deeply with diverse audiences.”
Al Mufleh elaborates on how OOH plays a vital role throughout the marketing funnel, from raising awareness to brand consideration and conversions.
“At the top, OOH raises awareness with eye-catching ads in high-traffic areas, effectively capturing attention. Moving down the funnel, OOH can drive interest by showcasing compelling storytelling or promotions, encouraging people to learn more. For consideration, strategically placed ads can remind consumers of a brand when they’re in the right mindset. Finally, OOH can support conversion through clear calls-to-action, guiding potential customers to stores or websites,” Al Mufleh says.
Before wrapping up the interview with Campaign Middle East, Al Mufleh shares a quick breakdown of the top demands from brands and clients.
“In the UAE specifically, clients are looking for hyper-targeted campaigns that cater to the diverse demographics in the region. They’re also interested in out-of-the-box creative ideas that stand out in a crowded market, along with cost-efficient sites that maximise their budget while delivering impactful results,”
he says.
