The drive towards DOOH (digital-out-of-home) is only getting busier by the day.
Unlike static OOH ads, the digital sibling, which promises a more dynamic, flexible, scalable, measurement-focused, analytics-based, and a precise targeted approach is gaining traction on the tarmac.
Niall Sallam, CEO of Elevision, said, “Real-time data and content updating capabilities enable brands to act on current trends and campaign performance, further refining their campaigns to capture and retain viewer attention more effectively than traditional static ads.”
Backlite Media’s COO James Harrison said, “Out-of-home ads utilise mobile device detection, sensors, and cameras to collect precise data on foot traffic and viewer engagement. This makes the data less susceptible to manipulation and provides a more accurate measure of ad performance. Advanced tools and third-party auditors ensure transparency and verification, confirming that ads are displayed in the specified locations and at the agreed-upon times.”
Beyond enhanced and impactful campaign performance through programmatic, DOOH is also squeezing the best out of marketers and advertisers by revolutionising requirements for creativity, attention, and engagement.
“The world of creative opportunities with DOOH is limitless with interactive features like QR codes, augmented reality experiences, as well as social media and brand activation integrations. These features enhance consumer interaction and experience, allowing for more immersive and engaging content,” Elevision’s Niall Sallam added.
BackLite Media’s James Harrison, echoed the sentiment saying, “Leveraging dynamic content that responds to real-time data like weather and local events, DOOH ensures advertisements are highly relevant and captivating. DOOH is setting a new standard in marketing by attracting, engaging, and leaving a lasting impression on its audience. Strategically placed in high-visibility locations, DOOH ads effortlessly capture attention. Personalising content using audience data makes these advertisements more memorable and impactful.”
However, this creativity that captures attention comes with a rider: they must find a way to be more engaging and garner impressions without being overly distracting.
Campaign Middle East spoke to Dr Abdullah Al-Shwaikh from the Outdoor Media Office, OOH Section at the Ministry of Energy and Infrastructure, UAE, who said, “Let us talk about the biggest challenge faced by highways in dealing with digital advertisements, which is an awareness challenge related to the extent of advertisers’ commitment to and awareness of the safety conditions related to outdoor advertising.”
He explained, “On highways, where speeds typically exceed 120 km per hour, the technical conditions related to the size of the text, the colours used, and the speed of the advertisement display change. This is something that those working in the field need to pay attention to. There is no objection to the existence of digital billboards, but they must comply with the specifications to avoid causing any distraction to drivers and road users.”
That said, DOOH still makes its own case in terms of ROI and brand values.
While initial investments in digital infrastructure are higher, the long-term cost efficiency is significant. DOOH reduces the need for physical materials and labour associated with installing and rotating traditional billboards, resulting in lower operational costs.
In tandem, the shift to DOOH supports sustainability goals by reducing the carbon footprint of advertisements. Digital ads eliminate the need for printing and transportation of physical materials and offer quicker and more eco-friendly ways to update content.
Dr. Abdullah Al-Shwaikh added, “This includes less printing, fewer papers, reduced presence of equipment and machinery for billboard replacement, faster maintenance, among other benefits. I believe that with the decrease in the prices of digital billboards to less than $1,500 per square metre, more than 70 per cent of our billboards will be converted to digital billboards by the end of 2025.”
Clearly, OOH is transitioning towards DOOH, so much so that digital is set to capture 75 per cent of the OOH advertising market by 2027, according to IAB Compass findings.
Bill Fordyce, Chief Operating Officer – Media, ELAN Group, said, “The trends in OOH with launching new creative and dynamic campaigns has been positive over the past several years, with banks, QSRs, retail and automotive being the biggest users of dynamic campaigns. Digital now makes up more than 50 per cent of Elan Media’s overall revenue and continues to grow as we install new signs in the market and get new advertisers to spend on OOH.”
Elevision’s Niall Sallam, added, “This summer has been our busiest one yet across all networks, with a 30 per cent year-on-year growth from June last year, highlighting the significant growth of DOOH advertising in 2024. Advancements in programmatic buying and enhanced data analytics are driving more targeted and effective campaigns, further contributing to this upward trend.”
So, what could possibly deter this acceleration towards DOOH? While the medium is not as vulnerable to bots, it’s not completely free of malicious attacks either.
Dr Abdullah Al-Shwaikh cautioned, “A few days before this interview, there was a particular incident in Egypt that was covered by the media, where a group successfully took control of several billboards and displayed some ideas that opposed the official direction, much like the film ‘The Hunger Games’.”
He added, “Yes, we know that with every new technology, there are those who exploit the ‘immaturity’ of the system, so to speak. However, over time, matters, legislations, systems, and the security of systems develop to avoid negatives and risks. I believe there will be more secure systems in the future who will play a role in monitoring and maintaining the security of outdoor billboards, overseeing them, and setting up appropriate protective regulations for them. In the end, security is indivisible, and we should be grateful that we live in the safest country in the world on all levels.”
To take the conversation forward, Campaign Middle East also asked leaders about DOOH was addressing ad fraud – the act of delivering fake ad impressions, which seems to have skyrocketed over the past few years.
Elevision’s Niall Sallam said, “DOOH is combating ad fraud through the use of sophisticated technologies and transparent reporting systems. From attending various conferences this year, it is evident that collaborations between advertisers and tech companies are increasingly fostering a more secure and trustworthy advertising environment, significantly reducing the prevalence of fake ad impressions and other key metrics.”
Backlite Media’s James Harrison added, “DOOH programmatic platforms implement strict protocols and security measures to prevent fraud. These measures ensure that the ad inventory is genuine and that all transactions are transparent and traceable, enhancing the reliability and effectiveness of the advertising medium.”
Beyond preventing ad fraud, which digital ads are also working on, digital out-of-home has claimed bragging rights due to the lack of a ‘third party cookie on-off option’, as well as not being susceptible to skippable ads, ad blockers, or consumers simply scrolling past the digital ads … but we’ll get into the DOOH versus digital conversation another day.
All things considered, the future of DOOH still seem bright. Offering novel opportunities for creative storytelling informed by hard data, highly targeted advertising, while also creating avenues for climate-conscious, contextual, and purpose-driven advertising with real-time engagement, it is now setting new standards within a rapidly evolving region.
