What are the biggest challenges facing the UAE OOH industry at the moment?
We believe that the main challenge the industry is facing is that it is still full of analogue options, which means any small mistake in or changes to the creative requires additional costs borne by the advertiser. A lack of digitalisation also means there aren’t a lot of things that advertisers can measure natively. At best, they receive a guesstimation of impressions.
The other challenge is the fact that today’s consumer wants to see ads tailored to their interests. Due to the limitations to customisation of analogue OOH such as hoardings and billboards, the campaign fails to reach different target audiences.
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