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Middle East And North Africa DOOH Market Analysis

The Middle East And North Africa DOOH Market size is estimated at USD 335.59 million in 2024, and is expected to reach USD 717.40 million by 2029, growing at a CAGR of 16.41% during the forecast period (2024-2029).

With the increasing complexity of online advertising, coupled with the premium pricing charged for ad blockers, marketing, and advertising, companies are looking for alternative solutions that will enable them to display their advertisements or messages. This presents the DOOH market with a lucrative opportunity, which may boost its adoption over the forecast period.

• Digital out-of-home (DOOH) marketing hugely impacts the Middle East and Africa markets, and companies are experiencing considerable growth in this industry sector. Numerous advertisers are entering this market to increase awareness of their brands and products, and they are doing it by enticing their target audience in brand-new ways. Being present on a little screen is insufficient today; spreading messages far and wide is more crucial than ever. It entails creating 360-degree ads featuring a presence "IRL" ( in real life).
• The Saudi market has the chance to advance this facet of marketing in line with the kingdom's 2030 Vision by keeping up with emerging technologies and implementing them in new settings. This entails switching out print-based billboards for digital ones to protect the environment. As a result, the existing industry will develop into a vibrant media sector that blends in naturally with cities and society, is more ecologically friendly, and appeals to the audience's sense of aesthetics.
• One of the top market trends is the rise of automation and programmatic platforms since they drive growth in OOH wallet share by reducing campaign purchasing friction. They replace the inefficient buying procedure of RFPs, human negotiation, and manual orders. In the future, artificial intelligence-based algorithms are expected to enable "smart advertisements," which can adapt and improve according to the preferences of target audiences over time. Also, digital screens will track purchase behavior and leverage sensor technology to detect passersby demographic features and track facial expressions and use these sources as inputs for artificially intelligent advertisements.
• Among various transit environments, airports have proven to be an ideal environment for advertising, particularly for top-tier and luxury brands. Airports are under pressure to figure out ways to generate more and more revenue. Converting static displays like posters to digital displays allow airports to utilize the same space to sell to multiple advertisers instead of just one. That multiplies the amount of revenue exponentially. Also, airports can share the cost burden of upgrading to new advertising technologies by bringing in advertising partners. Airport Ads has significantly invested in various international airports, including Sharjah (UAE) and Kenneth Kaunda (Zambia), in developing DOOH solutions and experiences that integrate innovative ideas and executions.
• To expand their presence in the different regions and enhance their product portfolio, the companies are collaborating. For instance, in May 2022, Commercial and technological cooperation was established between Pikasso, the provider of out-of-home advertising (OOH) in the Caucasus, North and West Africa, and the Levant, and Pladway, the top digital out-of-home (DOOH) programmatic company in Italy.
• Organizations and digital marketing companies were forced to follow the digital trend suddenly. This has given digital marketing companies more room to test customer ideas. The pandemic, for example, has changed the way firms work. More and more businesses are adopting a digital work structure. Despite the bleak environment, digital marketing businesses have the required edge to function. The lockout has given agencies the chance to identify and rethink their various digital job tasks in the absence of a physical office.

Middle East And North Africa DOOH Industry Segmentation

Advertising dynamically and digitally in indoor and outdoor public spaces is known as digital out-of-home (DOOH) advertising. The Middle East and North Africa digital out-of-home (DooH) market for the study defines the revenues generated from the digital-connected out-of-home advertisements used by various end users, such as commercial, institutional, and infrastructural, across the Middle East and North Africa region. The study also analyzes the overall impact of the COVID-19 pandemic on the ecosystem. The study includes qualitative coverage of the most adopted strategies and an analysis of the key base indicators in emerging markets.

The study is segmented by location (indoor and outdoor), application (billboard, transit, street furniture, and other applications), end user (commercial, institutional, and infrastructural), and geography (Middle East (Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, and the Rest of the Middle East) and North Africa (Morocco, Egypt, and the Rest of North Africa)). The market sizes and forecasts are provided in terms of value in USD for all the segments. The analysis is based on the market insights captured through secondary research and the primaries. The report tracks the key market parameters, the underlying growth influencers, and the major vendors operating in the industry, which supports the market estimations and growth rates over the forecast period.