UAE Digital Out-of-Home (DOOH) Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 31.39 Million |
| Market Size (2029) | USD 65.59 Million |
| CAGR (2024 - 2029) | 14.64 % |
| Market Concentration | Low |
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*Disclaimer: Major Players sorted in no particular order |
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UAE Digital Out-of-Home (DOOH) Market Analysis
The UAE Digital Out-of-Home Market size is estimated at USD 31.39 million in 2024, and is expected to reach USD 65.59 million by 2029, growing at a CAGR of 14.64% during the forecast period (2024-2029).
The UAE digital out-of-home (DOOH) advertising sector has grown significantly, partly as a result of lower prices for digital screens and a reduction in demand for conventional billboards. The expansion of DOOH advertising in the United Arab Emirates has benefited from the change in advertising patterns, which has led to higher spending and creative campaigns.
- The declining price of digital screens is one of the major factors fueling the expansion of DOOH advertising in the United Arab Emirates. Price reductions for digital display technology have been significant due to technological advancements and economic development. Due to this, it is now more feasible for media owners and advertisers to install digital screens in a variety of public spaces, including malls, highways, airports, and cities.
- Location-based digital out-of-home (DOOH) services in the United Arab Emirates (UAE) use digital signage and advertising platforms that deliver targeted content to specific locations within the UAE based on real-time data and geolocation technology. These services leverage the capabilities of digital screens, such as billboards, kiosks, and displays, to display dynamic and contextually relevant advertisements, messages, or information to the intended audience in specific physical locations.
- Digital screens enable individualized content delivery and interactive experiences, both of which are particularly effective at grabbing users' attention. Users are able to engage with the content due to touchscreen screens, motion sensors, and facial recognition technology, which also provides useful information for targeted advertising campaigns. Consumer behavior is influenced by such personalization and interactivity, which boost engagement.
- Mobile technology's integration with DOOH advertising has increased its appeal even more. Advertisers can create interactive experiences that seamlessly connect with viewers' smartphones by utilizing technologies like Near Field Communication (NFC) and QR codes. A QR code, for example, can be incorporated into an audio-video-based advertisement that is presented on a digital billboard. It allows viewers to instantly access more information or special deals by scanning it with their smartphones. Through this integration, the total customer experience is improved, and brand engagement goes up.
- Thanks to social media and smartphones, users can have highly individualized and engaging experiences. Due to sophisticated algorithms and targeted advertising capabilities, social media platforms may deliver personalized content based on the user's preferences, interests, and behaviors. Users now anticipate individualized interactions that are valuable and relevant, which can be harder to deliver through DOOH campaigns that target larger audiences in public areas.
UAE Digital Out-of-Home (DOOH) Market Trends
Transit Segment to Witness Major Growth
- Transit advertising, also referred to as "advertising on transportation," is placing advertisements on or within any mode of transportation, such as buses, taxis, trains, trams, etc.
- The majority of the region's transit applications may be found at airports, bus stops, train stations, and bus stops, as well as on public vehicles, including taxis, buses, and underground trains. According to ITF, the Middle East and Africa are expected to experience particularly strong growth in this sector, with urban bus passenger kilometers growing from 643.01 billion by 20250; the market players are compelled to include DooH transit along the transit areas indicated as crucial installation sites by the people's increasing use of public transportation.
- Based on commuter habits, the hour of the day, and geographic regions, the transit segment enables advertisers to target particular audience groups. By presenting pertinent content that meets commuters' needs, advertisements may be customized to their interests and preferences. For instance, a fitness firm might target commuters who are concerned about their health by placing advertisements for workout programs and club memberships near public transportation hubs during morning rush hour.
- The transit industry in the United Arab Emirates has seen a considerable increase in mobile integration, enabling advertisers to design interactive experiences that commuters would enjoy. Commuters can use their smartphones to scan QR codes on digital signage to access more content, participate in contests, or make payments. Bus shelters with NFC (Near Field Communication) technology illustrate this integration, allowing commuters to tap their smartphone to download special offers or marketing discounts quickly.
Indoor Installation Type to Witness Growth
- DOOH, an extension of digital out-of-home (DOOH) advertising that is more immersive and targetable, offers marketers and media buyers the ability to present their brands' messaging inside particular venue types. (i.e., bars, restaurants, and medical clinics).
- The inside of the building has a variety of out-of-home media. Many indoor advertising venues allow marketers to target a particular demographic when placed in a context-relevant setting.
- Moreover, indoor DOOH can find possible applications around healthy living businesses trying to attract new clients with advertisements on screens inside gyms, spas, or salons. Further, Dubai and Abu Dhabi have Michelin restaurants with 14 and 3, where indoor advertising displays can be placed, such as restaurants, bars, and sports entertainment facilities. In addition, to attract travelers, there are options to advertise a firm's message on screens near airports, buses, taxis, and other transportation areas.
- Point-of-purchase DOOH also has a significant market. Indoor out-of-home advertisements can be seen at malls, shopping centers, supermarkets, big-box stores, pharmacies, and more. These displays are ideal for CPG or retail firms that want to connect with consumers when deciding what to buy.
- Innovative commercial display technologies, including LED displays, may help retailers stand out and achieve a significant competitive advantage in this highly competitive marketplace. Commercial displays and interactive screens are being significantly adopted to inform customers about specific brands and products or purchase items that are not currently in stock and draw additional customers into the business.
UAE Digital Out-of-Home (DOOH) Industry Overview
The UAE DOOH market is moderately fragmented, with the presence of major players like JCDecaux Group, Next Level, Eyemedia, ELAN Group, and Backlite Media (Multiply Group). Players in the market are adopting strategies such as partnerships, collaborations, and acquisitions to enhance their product offerings and gain sustainable competitive advantage.
- In February 2024, JCDecaux launched its first global airport programmatic DOOH offering, a solution to empower brands and agencies to execute targeted, dynamic, and contextualized advertising campaigns across the company's programmatic-enabled airports through the VIOOH SSP (Supply Side Platform) and DSPs (Demand Side Platform).
- In February 2024, Hypermedia signed a Digital OOH media partnership with Nakheel, a master developer. The 10-year agreement grants Hypermedia the media rights and development privileges for Nakheel's prestigious communities and assets, including Palm Jumeirah, 13 exquisite malls, 12 vibrant communities, and large hoardings across Dubai. The partnership amplifies Nakheel's digital branding across the OOH media space.
UAE Digital Out-of-Home (DOOH) Market Leaders
JCDecaux Group
Next Level
Eyemedia
ELAN Group
Backlite Media (Multiply Group)
*Disclaimer: Major Players sorted in no particular order
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UAE Digital Out-of-Home (DOOH) Market News
- February 2024: Multiply Group, an Abu Dhabi-based holding company, acquired 100% of BackLite Media. The acquisition will transform the DOOH industry by introducing innovative advertising solutions in the UAE and beyond.
- January 2024: Media World, a multi-platform media group, collaborated with RSG Group of Companies (RSG Group) in a long-term deal finalized with a value exceeding AED 100 million (USD 27.23 million) to acquire and operate an outdoor high-resolution digital screen located alongside Dubai's renowned Sheikh Zayed Road. RSG Group will showcase the digital outdoor screen on the opulent Fairmont Dubai Skyline, a luxury five-star hotel and branded residences project. Media World's partnership with RSG Group is a significant leap into Digital Out of Home (DOOH) advertising for the region's media industry, providing opportunities for substantial investment and extensive growth in the domain.
UAE Digital Out-of-Home (DOOH) Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Attractiveness-Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Buyers/Consumers
4.2.3 Threat of New Entrants
4.2.4 Threat of Substitute Products
4.2.5 Intensity of Competitive Rivalry
4.3 Impact of Macroeconomic Factors on the Market
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Reduced Cost of Digital Screens and Decline in Demand for Traditional Billboards
5.1.2 Rapid Innovation in Digital Screens
5.1.3 Increasing Acceptance of Audio-visual Transit Advertising
5.2 Market Restraints
5.2.1 Rising Social Media and Smartphone Engagement of Users
5.3 Market Trends and Future Opportunities
5.3.1 Programmatic Advertising
5.3.2 Location-aided Advertising
5.3.3 MUPI Advertising
5.3.4 Customer Analytics and Buyer Behavior
5.4 Key Considerations for Advertisement Location in the United Arab Emirates
5.5 Regulatory Landscape of UAE DOOH Market
5.6 Snapshot of Technology Advancement and its Impact on the Market
5.7 Key DOOH Software Solution Providers
6. MARKET SEGMENTATION
6.1 By Application
6.1.1 Billboard
6.1.2 Transit
6.1.3 Street Furniture
6.1.4 Mall
6.1.5 Other Applications
6.2 By Installation
6.2.1 Indoor
6.2.2 Outdoor
7. ABU DHABI DOOH MARKET
7.1 Abu Dhabi DOOH Market Share
7.2 List of Key DOOH Players
8. COMPETITIVE LANDSCAPE
8.1 Company Profiles*
8.1.1 JCDecaux Group
8.1.2 Next Level
8.1.3 Eyemedia
8.1.4 ELAN Group
8.1.5 Backlite Media (Multiply Group)
8.1.6 Daktronics Inc.
8.1.7 Lemma Technologies Ltd
8.1.8 Hypermedia FZ-LLC
8.1.9 Pyxis Events LLC (Palms Sports PJSC)
8.1.10 Dooha Media (Madaeen Al Doha Group)
8.1.11 AlArabia
8.1.12 Multi-Platform Network (MPN) (Dubai Holding Entertainment LLC)
9. PRICING ANALYSIS
10. INVESTMENT ANALYSIS
UAE Digital Out-of-Home (DOOH) Industry Segmentation
DOOH, which stands for digital out-of-home, is an innovative media known as outdoor or out-of-home (OOH) advertising. Unlike online and other device-based digital advertising, where people are already frequenting out of their homes, DOOH advertising is found on LED screens, billboards, and digital signs placed in high-traffic areas.
The UAE DOOH market is segmented by application (billboard, transit, street furniture, mall, and other applications) and installation (indoor and outdoor). The market size and forecasts are provided in terms of value (USD) for all the above segments.
| By Application | |
| Billboard | |
| Transit | |
| Street Furniture | |
| Mall | |
| Other Applications |
| By Installation | |
| Indoor | |
| Outdoor |
UAE Digital Out-of-Home (DOOH) Market Research FAQs
How big is the UAE Digital Out-of-Home Market?
The UAE Digital Out-of-Home Market size is expected to reach USD 31.39 million in 2024 and grow at a CAGR of 14.64% to reach USD 65.59 million by 2029.
What is the current UAE Digital Out-of-Home Market size?
In 2024, the UAE Digital Out-of-Home Market size is expected to reach USD 31.39 million.
Who are the key players in UAE Digital Out-of-Home Market?
JCDecaux Group, Next Level, Eyemedia, ELAN Group and Backlite Media (Multiply Group) are the major companies operating in the UAE Digital Out-of-Home Market.
What years does this UAE Digital Out-of-Home Market cover, and what was the market size in 2023?
In 2023, the UAE Digital Out-of-Home Market size was estimated at USD 26.79 million. The report covers the UAE Digital Out-of-Home Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the UAE Digital Out-of-Home Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
UAE Digital Out-of-Home (DOOH) Industry Report
Statistics for the 2024 UAE Digital Out-of-Home (DOOH) market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. UAE Digital Out-of-Home (DOOH) analysis includes a market forecast outlook to for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
