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Over the past 13 years I have worked in the industry, I have personally seen the UAE embark on an incredible path of change, not only in terms of regional growth, but also in the field of digital out-of-home advertising (DOOH). In smart cities such as Dubai and Abu Dhabi, digital screens are increasingly integrated into the urban landscape, with DOOH becoming ubiquitous.
Districts such as Expo Village, Sustainable City and Dubai International Financial Centre (DIFC) exemplify the UAE’s sophisticated approach to urban planning with DOOH at its core. These districts demonstrate DOOH’s potential to not only enhance the aesthetics of properties but also significantly increase commercial value and elevate urban spaces.
Massive brand recognition is key as the UAE aims to become a global business, tourism and innovation hub.
Strategically placing digital screens in urban developments has proven to be one of the most effective ways for brands to achieve this. These screens are often installed in high traffic areas and provide a dynamic platform for brands to engage with diverse audiences, delivering high-resolution visual content that can be updated in real time.
Business is thriving
DOOH advertising is expected to grow rapidly as the UAE remains a global business and tourism hub: Dubai saw a 30 percent increase in active business licenses last year compared to the previous year, and a 75 percent increase from 2021, according to government statistics.
This was reflected in the DIFC, which recorded a 34 percent increase in new company registrations year-on-year.
Major events such as Dubai Expo 2020 and the Abu Dhabi Grand Prix continue to attract global interest, providing opportunities for brands to leverage DOOH to make a global statement, and the expected influx of foreign investment and multinational companies into the UAE will inevitably drive demand for new, creative and impactful DOOH campaigns.
Neil Salam, CEO of Elevision
According to market forecasts, the UAE’s DOOH market is expected to expand from $31.39 million in 2024 to $65.59 million by 2029, at a compound annual growth rate (CAGR) of 14.64 percent. This growth trajectory indicates that the opportunity available for the DOOH industry in the region is enormous. Such a robust growth trajectory highlights the region’s immense potential.
A sustainable future
Alongside economic growth, the UAE also prioritises sustainability and welfare initiatives.
Environmental sustainability is becoming an essential part of the future of outdoor advertising, led by eco-friendly digital display technologies, including solar-powered billboards, energy-efficient LED screens and other green technologies that support the UAE’s efforts towards a sustainable future.
A focus on sustainability not only makes DOOH more appealing, but also enables brands to achieve wider sustainability goals.
Advanced technologies such as artificial intelligence (AI) and machine learning will be key to further ensuring a sustainable future for the UAE’s outdoor advertising sector.
These tools allow advertisers to deliver highly tailored messaging through real-time data such as audience demographics, weather, and emotional state.
Deep insights gained from AI-powered consumer behavior analysis help brands refine their campaigns to deliver the best results. This level of personalization makes DOOH ads more relevant and engaging, creating a more meaningful connection between brands and consumers.
In conclusion, the future for DOOH advertising in the UAE is brighter than ever. As the country continues to grow and attract international attention, DOOH will play a pivotal role in shaping the urban landscape and connecting brands with audiences in meaningful and effective ways.
Article by Niall Sallam, CEO of Elevision.