As digital out-of-home (DOOH) continues to evolve, brands are leveraging its dynamic capabilities to connect with audiences in increasingly engaging and interactive ways.
From interactive displays to real-time content updates, DOOH is revolutionising brand visibility and consumer interaction far beyond the traditional static billboard.
The rise of DOOH in the MENA Region
The growth of digital out-of-home (DOOH) advertising in the MENA region mirrors broader global trends while presenting unique regional nuances and opportunities. According to Statista, global OOH advertising revenue is projected to reach $1.13bn by the end of 2024, highlighting an impressive growth trajectory. This surge is driven by urbanisation, rapid technological advancements and the proliferation of smart cities – particularly in countries such as the UAE, Saudi Arabia and Egypt.
In the MENA region, DOOH is reshaping the traditional out-of-home advertising market. Leading this revolution in Oman is Mubashir, a key player in deploying cutting-edge technologies such as interactive displays, QR code activations, AI integrations, audience measurement tools, and programmatic DOOH. These advancements have empowered advertisers and redefined consumer engagement in public spaces.
Adopting a customer-centric approach ensures an exceptional experience for both advertisers and passersby.
For advertisers, Mubashir’s network offers tailored DOOH solutions that maximise brand visibility and audience engagement.
By deploying strategic, data-driven campaigns, Mubashir ensures brands reach the right audience at the right time in the right locations.
This has allowed marketers to better measure the return on investment (ROI) for their campaigns while accessing data analytics to optimise their strategies in real time. Passersby also benefit from a dynamic blend of entertainment and information on Mubashir’s digital screens. Through interactive displays, gamification, live news updates, weather reports and fuelling information. This innovative approach enhances the viewer experience, making the ad messaging feel less intrusive and more integrated into everyday life.
Leveraging DOOH for successful brand engagement in the MENA region
To fully harness the power of DOOH as part of a broader marketing mix, MENA brands can implement several strategic approaches:
Targeted location-based advertising
Location targeting: Use data analytics to identify high-traffic, strategic locations such as malls, airports, and business districts that align with the brand’s target audience.
Programmatic DOOH: Automate ad placements and tailor content dynamically based on factors such as time of day, weather conditions, or real-time events. For instance, a brand might advertise a range of its business products during work hours and its leisure products on weekends.
Brand engagement through integration
Cross-channel marketing: Integrate DOOH with online and social media campaigns for cohesive messaging. Using QR codes can drive consumers from digital screens to online platforms for further engagement, creating an omnichannel experience.
Personalised content with dynamic creatives
Adaptable messaging: DOOH allows for tailored, context-aware messages. Content can shift based on location, time of day, or demographic data, ensuring that ads are always relevant.
Interactive displays: Brands can incorporate touchscreens or gamified content to increase brand engagement with audiences and increase interaction.
Measure campaign effectiveness with advanced analytics
Audience measurement tools: Track metrics such as impressions, engagement and foot traffic to assess campaign performance. These insights allow marketers to refine strategies and make real-time adjustments.
Real-time feedback: Programmatic DOOH enables quick optimisation of content
based on audience responses, ensuring high-impact campaigns.
‘Infotainment’ to keep audiences engaged
By blending advertising with useful content like weather updates or news, brands can enhance the viewer experience and make their ad messaging feel less intrusive.
By implementing these strategies, MENA brands can maximise the impact of their DOOH advertising and brand engagement, and ensure it complements their broader marketing efforts.
MENA OOH and DOOH market overview
The MENA DOOH market is projected to reach approximately $717.40mn by 2029, growing at a compound annual growth rate (CAGR) of 16.41 per cent from 2024 through 2029, as brands continue investing in reaching urbanised, tech-savvy audiences.
The key drivers of the MENA region’s OOH growth are:
Urbanisation : The rapid expansion of cities, particularly in KSA, UAE and Qatar, is creating more advertising opportunities in high-traffic areas such as transportation hubs and retail centres.
Digital transformation: The shift from traditional billboards to digital formats offers advertisers greater flexibility and targeting capabilities.
Smart city projects: Governments are investing in smart cities, including NEOM in Saudi Arabia, where digital billboards and interactive formats will be integrated into urban infrastructure.
Programmatic buying: Programmatic tools for DOOH allow brands to run highly targeted, data-driven campaigns that can be updated in real-time.
DOOH’s future: Brand engagement in 2024 and beyond
DOOH is expected to account for more than 50 per cent of total OOH revenue in the MENA region by 2029.
Growth will be concentrated in major urban centres, led by Saudi Arabia, the UAE, and Qatar.
Brands will increasingly integrate immersive technologies such as augmented reality (AR) and artificial intelligence (AI) into their campaigns to engage digitally native audiences.
By 2025, the MENA OOH market is expected to grow rapidly, driven by digital adoption, urbanisation, and innovative advertising solutions in key markets such as Saudi Arabia.
As brands continue to seek new ways to engage consumers, DOOH is set to play a pivotal role in shaping the future of advertising in the region.
By Fadwa Daif, Sales Director, Mubashir
