StarzMedia & Media Mix’s Paul Abouchacra on the OOH formats and innovations drawing the most advertiser interest across MENA.
What new formats or innovations in out-of-home have caught the most advertiser interest recently?
Digital Out-of-Home (DOOH) remains the most exciting frontier. The integration of dynamic creatives, contextual triggers, and data-driven content delivery is giving advertisers the tools to reach audiences more effectively than ever. Campaigns that change based on the time of day, weather conditions, or live social trends are gaining traction. In particular, large-format digital billboards in high-traffic zones have seen surging demand, offering brands maximum exposure with the added flexibility of rotating content. Programmatic DOOH is also unlocking new layers of precision, letting brands adjust their campaigns in real time based on performance and audience data.
How are brands balancing traditional static OOH with digital screens and programmatic buys?
Many brands are opting for a hybrid OOH strategy, combining the broad visibility of static formats with the targeting and flexibility of digital screens. Static placements still play a vital role in building consistent brand presence, especially in long-term campaigns or in areas without digital infrastructure. However, the growing appetite for agility means more budget is shifting toward DOOH and programmatic platforms, especially for time-sensitive or product-driven campaigns. Programmatic DOOH is being used strategically, but adoption is still maturing across the region.
What are the biggest challenges for OOH in MENA today?
Measurement remains a key challenge – advertisers want better data, but there’s no unified standard across the region. At the same time, the market has become increasingly saturated, with new players offering low-cost inventory to compete. This aggressive pricing is diluting value, making it harder for established media owners to maintain quality and consistency, and affecting how OOH is perceived in terms of effectiveness and long-term return.
Has sustainability become a real consideration in OOH production and deployment?
Yes, and it’s growing in importance. Brands, especially multinationals, are increasingly asking about eco-conscious production – such as recyclable materials, solar-powered units, and energy-efficient LED displays. In response, media owners are gradually integrating sustainable practices, though the pace varies by market. Government sustainability goals, such as those linked to COP28 and Vision 2030 in KSA, are accelerating the shift.
By Paul Abouchacra, Managing Director, StarzMedia & Media Mix.
