By Walid Ramadan, GM, MMP Experiences 

There’s a lot of talk about Digital Out-Of-Home (DOOH) right now. I can see why. Post-pandemic, our appetite for creative advertising in ‘real life’ is rebounding as AI and the latest technology brings campaigns to life in a way we’ve not seen before. 3D billboards are becoming more of the norm, interactive experiences the expectation now. 

Regionally, we have one of the fastest growing digital infrastructures thanks to significant investments, as well as a young, tech savvy population that are more inclined to lean into interactive content and engage regularly. 

Digitizing OOH has made it faster, smarter, measurable and hyper-targeted, offering real time messaging that speaks to the individual at scale. It’s the seamless nature of DOOH that allows for integration with other digital platforms, such as mobile or social media for example, which can really elevate the brand experience. 

According to Mordor Intelligence, the MENA DOOH market size is expected to reach $616.27 million by 2028 at a CAGR rate of 16.41%. Advertisers are constantly looking for alternative solutions to improve reach and increase brand awareness, which is why DOOH is such an attractive proposition. 

It’s a rapidly evolving platform, no question, with the potential to revolutionize the way advertisers communicate with their audiences. We have a real opportunity here to bridge the gap between online and offline, and create a more holistic experience for audiences to enjoy. In fact, 63% of consumers that view an OOH ad are more likely to take an online action related to the brand according to research. 

However, as with most emerging technology, for it to become widely adopted, there needs to be accountability on all sides. It’s great to talk about the advantages, but we also need to be realistic about where we are right now, looking at how to navigate the potential (particularly with programmatic) and pitfalls (effective data and targeting capabilities) of DOOH in this region. 

Programmatic trading of DOOH is still in its infancy here, but the amount of inventory available has increased year-on-year since 2020. According to the IAB MENA’s ‘The State Of Digital Out-Of-Home in MENA’ report, the region has over 1,766 screens in more than five markets, available to access programmatically via demand side platforms (DSPs) and bought on a cost per thousand (CPM) basis.

Globally, we’re seeing more programmatic DOOH investments being made too, in addition to more OOH products becoming available and an increase in the digitization of screens and advertiser demand. However, we need to learn to walk first before we can run, particularly when it comes to prioritizing data-driven strategies and effective targeting to meet global standards.  

Ultimately, the goal is to reach people at the right time and the right place with information that is relevant. We’ve been saying that since what feels like the stone age, but realistically we need greater automation and a verified measurement framework to be able to compete with other markets. 

The appetite is there from advertisers to allocate more of their budgets to DOOH because of the high visibility and impact promised. The flexibility to be able to make adjustments in real time and optimize faster is key. 

On the supply side, there’s also benefits. Aside from the improved efficiency compared to traditional OOH, it’s more cost-effective too. Creative can be adapted to fit any screen’s format, allowing for multiple use at times when it is likely to reach the right people. The way data is collected and optimized through DOOH helps to shape these audience profiles, helping publishers strategize the best way to improve reach. 

The unification of digital campaigns allows for a more cohesive brand strategy across the board and with technology powering the next generation of creative, DOOH is a key part of bringing these ideas to life. From the publisher’s perspective, the more inventory available the better, allowing them to service more than one client at a time too. 

Moving forward, all stakeholders should think about the market approach to make DOOH an effective and profitable channel that is a mainstay in the marketing mix. The IAB MENA is encouraging advertisers and agencies to maintain the demand for programmatic OOH inventory, while media owners should speed up the pace of programmatic DOOH adoption so we can  align with the global standard. 

I’m excited to see where we’ll head with this, particularly in Saudi Arabia, where emerging technologies are playing a big role in The Kingdom’s Vision 2030 transformation. Their media sector is thriving as they embrace new creative formats and continue the move away from traditional, static advertising. Screens are everywhere now, placed strategically to catch us in our passive and active everyday moments. 

You only need to look at the amount of digital experiences happening all around us, whether in the mall, or in transit (taxi, airport, metro) to see how big the DOOH opportunity is. Now it’s up to us to capitalize on it.