Middle East Digital Out-of-Home (DOOH) Market: Current Analysis and Forecast (2023-2030)

Digital Out of Home (DOOH) refers to the use of digital displays or screens for advertising and promotional purposes in public spaces. Unlike traditional static billboards, DOOH ads are dynamic and can display rich media content such as videos, animations, and interactive elements. The use of DOOH allows for real-time content updates, audience targeting based on factors like location or time of day, and the ability to measure the effectiveness of advertising through metrics such as impressions and engagement. It offers a dynamic and engaging way for brands to reach a wide range of consumers in high-traffic locations.

The Middle East Digital Out of Home (DOOH) Market is expected to grow at a strong CAGR of 13.65% during the forecast period (2023-2030). The increasing demand for digital advertising in the Middle East is a key driver behind the rapid growth of the digital out-of-home (DOOH) industry in the region. Moreover, the escalating demand for more immersive advertising experiences is propelling the DOOH industry to the forefront of the region's advertising landscape, offering brands an effective platform to reach their target audiences in a captivating and technologically advanced manner.

Based on product, the market is segmented into billboards, street furniture, transit, and others. The billboards held a dominant share of the market in 2022. This is mainly due to the billboards contributing through their dynamic and eye-catching displays. Unlike traditional static billboards, DOOH billboards can display animated and interactive content that captures the attention of passersby and engages them more effectively. This has proven to be a powerful tool in advertising campaigns that aim to create a memorable impact.

Based on the application, the market is segmented into outdoor and indoor. Indoor is expected to grow with a higher CAGR during the forecast period in (2023-2030). Indoor segments, comprising shopping malls, airports, and commercial establishments, are elevating Digital Out of Home (DOOH) opportunities in the Middle East. The region's penchant for luxury shopping and modern infrastructure provides an ideal environment for indoor DOOH integration. In shopping malls, digital screens and interactive displays not only enhance the retail experience but also offer advertisers a captive audience of diverse demographics.

Based on the end user, the digital out-of-home (DOOH) market has been classified into retail, real estate, financial services, government, automotive, and others. Retail is expected to grow with a higher CAGR during the forecast period in (2023-2030). The increasing number of gas stations in the region, which are centrally located and enjoy the presence of thousands of foot and vehicle traffic daily. Therefore, the rising deployment of DOOH screens and increasing traffic in gas stations due to a prominent rise to reach a large number of customers has increased the share of gas stations in the Middle East.

For a better understanding of the market adoption of the Digital Out of Home (DOOH) industry, the Middle East market is analyzed based on its worldwide presence in countries such as UAE, Saudi Arabia, Egypt, Kuwait, and the Rest of the Middle East. The Digital Out of Home (DOOH) market in Saudi Arabia held a significant share in 2022. This is mainly due to the rise of digital advertising and the increasing adoption of technology, DOOH has become a popular medium for advertising and brand promotion in the country. Furthermore, the government's initiatives to promote tourism and attract foreign investment have led to increased infrastructure development, including the installation of digital screens and billboards across major cities and tourist destinations. Moreover, the rapid urbanization and population growth in the country have created a favorable environment for DOOH advertising.

Some of the major players operating in the market include JCDecaux, ELAN, EyeMedia, Hills Advertising L.L.C., Elevision Media LLC, HYPERMEDIA, BackLite Media, Viola Communications, ENG WORLDWIDE, and Dooha Media.