Massive leaps have been made in recent years with Out of Home media. Today, OOH and DOOH in particular are more dynamic and efficient than they have ever been, especially in markets like the UAE and Saudi Arabia where they are very common in malls and public transport.
The effectiveness, especially across MENA, has often been assumed or anecdotal but it is now proven thanks to driving key metrics, from footfall through to brand image.
The popularity of OOH in the region is remarkable. It accounts for 20 per cent of media investment in MENA (versus only 4-5 per cent in the US). DOOH opens up new creative opportunities, but more importantly, it’s powering much more sophist
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