Middle East and Africa Digital Out Of Home (OOH) Advertising Market – Industry Trends and Forecast to 2029

Market Analysis and Size

Businesses are devoting a sizable portion of their marketing budget to digital marketing platforms. Digital marketing is an effective platform for a company to reach out to its target customers. As the number of people using social media platforms grows, so does the interest of marketers and advertisers in online social media advertisements. Most social media platforms offer programmatic display advertising business options to advertisers.

Data Bridge Market Research analyses that the digital out of home (OOH) advertising market which was growing at a value of 1,240.78 million in 2021 and is expected to reach the value of USD 2880.10 million by 2029, at a CAGR of 11.1% during the forecast period of 2022-2029. In addition to the market insights such as market value, growth rate, market segments, geographical coverage, market players, and market scenario, the market report curated by the Data Bridge Market Research team includes in-depth expert analysis, import/export analysis, pricing analysis, production consumption analysis, and pestle analysis.

Report Scope and Market Segmentation

Market Definition

Outdoor advertising that combines offline and digital components is known as digital out of home (OOH) advertising. Digital out of home (OOH) advertising is an interactive and appealing form of advertising that is supported by digital channels, features, and elements that are displayed in public areas at various locations. Outdoor digital signage networks of digital screens found in malls, healthcare facilities, and other locations are examples of digital out of home (OOH) advertising.

Digital Out Of Home (OOH) Advertising Market Dynamics

Drivers

• Rise in the adoption from electronics industry and mobile app companies

Programmatic display advertising is used by consumer electronics manufacturers, mobile app companies, and the service sector to provide detailed information about products based on the user's browsing history and content interest. The majority of start-ups are investing in programmatic display advertising to raise product awareness and implement an effective market penetration strategy.

• Growing importance of digital marketing and growing adoption of smart devices

Rising demand for digital advertisements and increasing user adoption of smart devices are expected to drive the programmatic display advertising market. The growing demand for advanced digital marketing tools by advertisers and marketers to ensure effective digital product advertising will drive up demand for programmatic display advertising among businesses. Companies are prioritising social media advertising based on user demographics to increase the conversion ratio of potential customers, which is expected to provide significant revenue opportunities to social media platforms through programmatic display advertising.

Opportunity

Increases in internet users and mobile subscriptions are expected to drive programmatic advertising demand. The global increase in online shopping has resulted in an increase in digital advertisements, with private marketplaces becoming more popular as a type of display advertising. Demand for display advertising would rise as the use of digital screens increased. The increased use of online travel advertising has resulted in an increase in programmatic ads based on user location data from various sources such as GPS and WIFI signals. Mobile-optimized advertisements are becoming increasingly popular. Increase in the number of OTT service subscribers, which would drive revenue from programmatic advertising because video streaming service providers deliver more advertisements per capita.

Restraints

The market's growth is hampered by the inability of skilled professionals in advertising and marketing agencies to adopt new technology tools for designing programmatic display advertisements on digital platforms. The low adoption of smart devices in a number of countries also limits digitization growth in various regions. As a result, the market for programmatic display advertising is expected to suffer.

This digital out of home (OOH) advertising market report provides details of new recent developments, trade regulations, import-export analysis, production analysis, value chain optimization, market share, impact of domestic and localized market players, analyses opportunities in terms of emerging revenue pockets, changes in market regulations, strategic market growth analysis, market size, category market growths, application niches and dominance, product approvals, product launches, geographic expansions, technological innovations in the market. To gain more info on the digital out of home (OOH) advertising market contact Data Bridge Market Research for an Analyst Brief, our team will help you take an informed market decision to achieve market growth.

COVID-19 Impact on Digital Out Of Home (OOH) Advertising Market

In response to lockdown measures and to provide more reliable platforms for managing product advertising activities, businesses are implementing digital platforms for business processes and marketing strategies. During the lockdown period, businesses are targeting more customers based on their content preferences in order to provide more precise product information and increase sales.

Recent Development

 BNZSA, Europe's leading IT B2B digital, data, and lead generation agency, announced the launch of programmatic display in September 2021, allowing consumers to deepen relationships with potential clients by promoting brand awareness and thought-leadership content using technographic, firmographic, and intent data.

 In June 2021, Blackstone announced partnerships with Simpli.fi, a leading provider of programmatic display advertising and agency management software. The latter programmatic display agency firm received a USD 1.5 billion investment from the company, accounting for a majority stake.

Middle East and Africa Digital Out Of Home (OOH) Advertising Market Scope

The digital out of home (OOH) advertising market is segmented on the basis of location, product, application and end user. The growth amongst these segments will help you analyse meagre growth segments in the industries and provide the users with a valuable market overview and market insights to help them make strategic decisions for identifying core market applications.

Location

• Outdoor
• Indoor

Product

• Digital Billboard
• Digital Screens
• Digital Signage
• Others

Application

• Transit
• Public Location Based
• Street Furniture
• Others

End user

• Retail
• Food & Beverages
• Healthcare
• Banking
• Financial Services and Insurance (BFSI)
• Public Sector
• Government
• Automotive
• Education
• Others

Digital Out Of Home (OOH) Advertising Market Regional Analysis/Insights

The digital out of home (OOH) advertising market is analysed and market size insights and trends are provided by country, location, product, application and end user as referenced above.

The countries covered in the digital out of home (OOH) advertising market report are U.A.E., Saudi Arabia, Egypt, Israel, South Africa and Rest of Middle East and Africa

Saudi Arabia dominates the Middle East and Africa region for digital out of home (OOH) advertising due to the increasing focus of international companies on brand awareness, the country's surging creative culture, growing advertisement spending, and favourable government regulations toward promotions.

The country section of the report also provides individual market impacting factors and changes in market regulation that impact the current and future trends of the market. Data points like down-stream and upstream value chain analysis, technical trends and porter's five forces analysis, case studies are some of the pointers used to forecast the market scenario for individual countries. Also, the presence and availability of Middle East and Africa brands and their challenges faced due to large or scarce competition from local and domestic brands, impact of domestic tariffs and trade routes are considered while providing forecast analysis of the country data.   

Competitive Landscape and Digital Out Of Home (OOH) Advertising Market Share Analysis

The digital out of home (OOH) advertising market competitive landscape provides details by competitor. Details included are company overview, company financials, revenue generated, market potential, investment in research and development, new market initiatives, Middle East and Africa presence, production sites and facilities, production capacities, company strengths and weaknesses, product launch, product width and breadth, application dominance. The above data points provided are only related to the companies' focus related to digital out of home (OOH) advertising market.

Some of the major players operating in the digital out of home (OOH) advertising market are:

• JCDecaux (France)
• Lamar Advertising Company (U.S.)
• Clear Channel Outdoor Holdings, Inc. (U.S.)
• OUTFRONT Media (U.S.)
• Prismview LLC (U.S.)
• Daktronics (U.S.)
• NEC Display Solutions, Ltd. (Japan)
• Stroer SE & Co. KGaA (Germany)
• Broadsign International LLC. (Canada)
• oOh!media Ltd. (Australia)
• Mvix, Inc. (U.S.)
• Christie Digital Systems USA, Inc. (U.S.)
• Ayuda Media Systems (U.S.)
• Deepsky Corporation Ltd. (Hong Kong)
• Aoto Electronics Co., Ltd (China)

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