As the MENA region experiences a rapid digital transformation, programmatic digital out-of-home (DOOH) advertising is emerging as a game-changing tool for brands to connect with their audiences.
Unlike traditional out-of-home (OOH) advertising, programmatic DOOH leverages real-time delivery and dynamic, contextually relevant messages at key moments. The combination of broad reach and personalised messaging makes it a powerful medium for brands looking to capture attention in high-traffic environments such as malls, retail stores, and urban centres.
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The flexibility of programmatic DOOH allows advertisers to adapt their messages in real-time based on key factors such as time of day, weather conditions, and the audience’s profile in a particular location. This level of customisation not only makes advertising more relevant to the consumer but also enhances the overall brand experience by making it feel more personal and impactful.
For brands in the MENA region where digital adoption is rapidly growing, programmatic DOOH offers a unique opportunity to engage consumers with precision and scale.
High traffic, high engagement in malls
Malls in the MENA region, particularly in the UAE and Saudi Arabia, are more than just shopping destinations—they are cultural landmarks and social hubs where people gather to shop, dine, and socialise.
This makes them prime locations for brands to deploy programmatic DOOH ads. For example, the Dubai Mall, one of the largest shopping centres in the world, attracts over 80 million visitors annually. This level of foot traffic provides brands with the perfect opportunity to engage consumers with targeted messages.
A study by IAB MENA reveals that 62 per cent of consumers in the UAE have noticed DOOH ads, with 63 per cent of them more likely to take an online action—such as visiting a website or social media page—after seeing OOH brand messaging.
This highlights the growing impact that DOOH is having on consumer behaviour in the region. By leveraging real-time data, brands can deliver tailored ads that respond to the needs and preferences of consumers at different times of the day, optimising their engagement when foot traffic peaks.
For example, a retail brand might display ads promoting special offers during peak shopping hours in the evening, while a luxury brand may promote high-end products during the day when affluent shoppers are more likely to visit. The ability to make these adjustments on the fly is what sets programmatic DOOH apart, providing brands with a more effective way to capture the attention of consumers in high-traffic environments like malls.
Drive purchases through in-store activations
While programmatic DOOH is highly effective in public spaces like malls, it’s equally powerful in retail settings, where it can influence consumer decisions at the point of sale.
Research by Nielsen found that digital OOH ads can increase purchase likelihood by 24 per cent, highlighting the potential for brands to convert shoppers into buyers through targeted in-store activations.
Digital screens placed strategically throughout a store can display product recommendations, limited-time offers, or cross-selling opportunities, encouraging consumers to take immediate action.
For instance, a personal hygiene brand might use programmatic DOOH screens to promote a new product line in-store, displaying offers based on peak periods of the day. This not only enhances the shopping experience but also creates opportunities for brands to increase sales by presenting consumers with offers that are relevant to their needs.
MENA region’s programmatic DOOH growth
The rapid growth of programmatic DOOH in the MENA region is part of a broader digital transformation driven by ambitious smart city initiatives like Dubai Smart City and Saudi Arabia’s Neom.
These projects are designed to integrate advanced technologies such as AI and IoT into the fabric of urban life, creating opportunities for brands to deliver even more contextually aware ads to consumers on the go.
With the adoption of AI-driven DOOH systems, brands can respond to real-time environmental factors such as weather, traffic conditions, and even crowd density, allowing for more sophisticated targeting. For instance, during a heatwave, a beverage brand could instantly promote cold drinks through digital screens at bus stops, while during rainy weather, a retailer might highlight rainwear in their ads.
This level of responsiveness not only enhances the consumer experience but also increases the likelihood of conversion by delivering the right message at the right time.
According to Dentsu MENA, programmatic ad spending in the region is expected to grow by 12-15 per cent annually, with an increase in share directed towards DOOH formats. As the region continues to urbanise and digital infrastructure expands, the potential for programmatic DOOH to become a key component of the marketing mix is immense.
Brands that invest in this technology now will be well-positioned to capitalise on the growing consumer demand for personalised, relevant advertising.
With high urbanisation, smart city projects, and the rise of digital adoption, programmatic DOOH is becoming a vital tool for brands in the MENA region. Whether influencing shoppers in malls, engaging travellers in transit hubs, or encouraging buyers in retail stores, programmatic DOOH provides unmatched targeting and engagement opportunities.
Its ability to deliver contextually relevant, real-time messages in high-traffic environments gives brands a powerful way to connect with consumers on a deeper level.
As the MENA region continues its digital evolution, the importance of this innovative advertising medium will only grow, making it an essential part of the marketing strategy for brands looking to thrive in one of the world’s fastest-growing regions.
By Dylan Temple-Heald, Regional Commercial Director, Yazle.
