October 22, 2024
Beyond Billboards: The Rise and Power of DOOH in Brand Engagement
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 revolutionizing 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 US$1.13 billion by end of 2024, highlighting an impressive growth trajectory. This surge is driven by urbanization, 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.
Mubashir: A Game-Changer in Oman’s DOOH Landscape
Adopting a customer-centric approach by MENA DOOH players such as Mubashir in Oman ensures an exceptional experience for both advertisers and passersby.
For advertisers, Mubashir’s network offers tailored DOOH solutions that maximize 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 optimize 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 fueling information. This innovative approach enhances the viewer experience, making the ad messaging feel less intrusive and more integrated into everyday life.
Leveraging DOOH for Brand Success 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:
1. Targeted Location-Based Advertising
Location Targeting: Use data analytics to identify high-traffic, strategic locations like 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 their business products during work hours and their leisure products on weekends.
2. Integration with Digital Campaigns
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.
3. Personalized Content with Dynamic Creative
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 engage audiences and increase interaction.
4. 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 optimization of content based on audience responses, ensuring high-impact campaigns.
5. Infotainment to Keep Audiences Engaged
Value-Added Content: 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 maximize the impact of their DOOH advertising and ensure it complements their broader marketing efforts.
Thinking Outside: DOOH Trends & Predictions for 2024 and Beyond
As we approach 2025, the MENA region is set to witness significant growth in Digital Out-of-Home advertising, fueled by rapid urbanization, digital transformation, and the adoption of innovative advertising strategies.
MENA OOH & DOOH Market Overview
The MENA DOOH market is projected to reach approximately USD 717.40 million by 2029, growing at a CAGR of 16.41% during the forecast period (2024-2029), as brands continue investing in reaching urbanized, tech-savvy audiences.
The largest market in MENA is Traditional Out-of-Home Advertising with a market volume of US$0.76bn in 2024.
Key Drivers of MENA OOH Growth
1. Urbanization – 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 centers.
2. Digital Transformation – The shift from traditional billboards to digital formats offers advertisers greater flexibility and targeting capabilities.
3. Smart City Projects – Governments are investing in smart cities like NEOM in Saudi Arabia, where digital billboards and interactive formats will be integrated into urban infrastructure.
4. 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: 2024 and Beyond
DOOH is expected to account for more than 50% of total OOH revenue in the MENA region by 2029.
Growth will be concentrated in major urban centers, led by Saudi Arabia, the UAE, and Qatar.
Brands will increasingly integrate immersive technologies like Augmented Reality (AR) and Artificial Intelligence (AI) into their campaigns to engage digitally native audiences.
In Conclusion
By 2025, the MENA OOH market is expected to grow rapidly, driven by digital adoption, urbanization, and innovative advertising solutions in key markets like 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.