Jem Djemal, Director of Global Business Development, VIOOHThe Middle East, particularly the United Arab Emirates (UAE), presents unique advantages that make it a compelling market for international advertisers, especially for those looking to expand their reach in this dynamic region and harness the power of programmatic digital-out-of-home (pDOOH).
Diverse audience profiles
The UAE consists of a remarkably diverse audience. Dubai, in particular, attracts different audience profiles – from business professionals to luxury holidaymakers. This diversity creates a unique ecosystem where brands can target various demographics within a concentrated geographical area.
For high-end luxury products, tech innovations or telecommunications, Dubai offers exceptional opportunities. The market composition is very different from Western countries, creating unique opportunities for brands looking to gain market share. For example, while Apple and Android dominate in many markets, brands like Huawei and OPPO have found significant audiences in Dubai, demonstrating the region’s openness to diverse offerings.
Premium inventory quality for advertisers
The quality of digital-out-of-home (DOOH) inventory in the Middle East is exceptionally premium. Screens are positioned in high-impact locations that provide the perfect backdrop for luxury, travel and high-end brands. For advertisers concerned about brand positioning and context, the premium nature of these placements ensures their messaging appears in environments that enhance rather than detract from brand perception.
In addition, the mobile ecosystem in the region is incredibly advanced and deeply integrated into daily life. From receiving parking tickets to making payments, mobile phones are central to how people interact with services.
This creates exceptional opportunities for campaigns that bridge DOOH with mobile interactions through QR codes or other call-to-action mechanisms. The audience is already accustomed to using their mobile devices seamlessly throughout their day, making them more receptive to campaigns that extend the out of home experience with retargeting to their personal devices.
Strategic airport hub advantage
For the eleventh consecutive year, Dubai Airport has maintained its status as the world’s busiest international airport. This creates an unprecedented opportunity for advertisers to reach not just the local market but also international travellers in transit.
Unlike other airports where advertising typically targets tourists arriving at a destination, Dubai’s position as a global travel hub means brands can reach passengers en route to their final destinations. This presents a strategic advantage – brands can begin communication with potential customers well before competitors at the local level even have the chance.
Advertisers must understand regional market nuances
Understanding regional budget allocation is crucial for effective campaigns. Typically, when running activity across the region, 60 per cent of budgets go to Saudi Arabia, 30 per cent to the UAE and 10 per cent to other markets in the region (with priorities varying between Qatar, Kuwait and other Gulf Cooperation Council (GCC) countries).
However, it’s essential to recognise that even though the Middle East is often approached as a single region, there are significant differences between markets that require thoughtful consideration in both budget allocation and creative strategy.
Brands must consider cultural nuances when developing campaigns for different markets within the region. What works in Dubai, with its diverse and more Western-influenced population, may not resonate in more conservative markets like Saudi Arabia or Qatar.
Simply translating global copy into Arabic is insufficient. Advertisers need to consider creative messaging that resonates with the specific audience in each market. This is where pDOOH shines – it allows for dynamic creative optimisation and the ability to tailor campaigns by location and market in real-time.
Additionally, for brands new to the region, education about programmatic capabilities is essential. Many potential advertisers still view pDOOH as either an extension or replacement for traditional DOOH rather than understanding its unique benefits.
Building trust is also crucial in this market. Being present and visible demonstrates commitment to the region, as many businesses come and go without establishing genuine relationships. For international brands, working with partners who understand the nuances of the region and have established credibility is invaluable.
The opportunities in pDOOH across the Middle East are evolving rapidly. While luxury, travel, real estate and finance have been early adopters, there’s significant potential for brands across other sectors to leverage this dynamic market. With 2,700 screens already available delivering more than 560 million monthly impressions and new media inventory available soon, the opportunities are abound.
For advertisers looking to make an impact in a region with growing influence and unique audience characteristics, now is the time to explore how pDOOH can deliver exceptional results in the Middle East.
By Jem Djemal, Director of Global Business Development at VIOOH.
