KSA OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 168.24 Million |
| Market Size (2029) | USD 227.27 Million |
| CAGR (2024 - 2029) | 6.20 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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KSA OOH and DOOH Market Analysis
The KSA OOH And DOOH Market size is estimated at USD 168.24 million in 2024, and is expected to reach USD 227.27 million by 2029, growing at a CAGR of 6.20% during the forecast period (2024-2029).
- Saudi Arabia's Vision 2030 is designed to diversify the economy and bolster various sectors, planned in distinct five-year stages, each building upon the last. The initial phase laid the groundwork, enacting reforms across the public sector, economy, and society. Subsequently, the second phase of Vision 2030 intensified efforts, emphasizing strategic initiatives and bolstering investments in pivotal sectors and ambitious projects. These endeavors have expanded advertising prospects, particularly in emerging economic cities and tourism destinations.
- Smart city projects are opening up new avenues for innovative Out of Home (OOH) and Digital Out of Home (DOOH) advertising. These projects are seamlessly integrating screens and interactive displays into urban infrastructure. For example, scheduled to be held in September 2024, the Smart Cities Saudi Expo will focus on redefining urban development by harmonizing human, robotic, and citizen-centered solutions. With over 85% of its population now residing in urban areas, this expo is set to be a pivotal moment for Saudi Arabia's urban evolution. Tailored for cognitive environments, the event will spotlight how smart cities are harnessing emerging technologies to address urban challenges, optimize resource management, and establish sustainable, interconnected infrastructure.
- Adoption of advanced technologies such as artificial intelligence, the Internet of Things, and data analytics can enhance the effectiveness of DOOH advertising in facilitating interactive campaigns for targeted audiences. Saudi Arabia is actively adopting advanced advertising technology and marketing trends amid significant transformations. By incorporating AI-powered data analytics, programmatic advertising, and immersive technologies such as AR and VR, the country is bolstering the effectiveness of its marketing endeavors.
- With the rapid growth of online advertising, social media platforms provide stiff competition to traditional OOH media. Advertisers tend to prefer digital channels for targeting specific audiences. Moreover, the initial investments and ongoing maintenance costs for digital billboards and other DOOH infrastructure are higher, which is restricting smaller businesses from making investments.
- Since the COVID-19 pandemic, Saudi Arabia has seen a more robust integration of DOOH with digital marketing strategies with dynamic, real-time content and interactive ads. Moreover, technological advances, such as programmatic advertising and data analytics, have improved the adequate time and measurability of OOH and DOOH campaigns, thus facilitating greater profits for organizations.
KSA OOH and DOOH Market Trends
Retail and Consumer Goods Segment Holds the Largest Market Share
- The retail and consumer goods segment is experiencing good demand due to the opportunities that DOOH screens offer to consumers for interactive and engaging content. Content in this industrial segment could include virtual try-ons, product demonstrations, and interactive games, which help enhance the shopping experience. Moreover, retailers promote seasonal sales, new product launches, and promotional events through OOH and DOOH channels. Dynamic content and real-time updates help retailers keep their messaging relevant and timely.
- Major cities like Riyadh, Jeddah, and Dammam are undergoing rapid urbanization, leading to increased foot traffic and visibility for OOH and DOOH advertising. DOOH is becoming increasingly popular, with digital billboards and interactive screens offering dynamic content that can be updated on a real-time basis. Moreover, advertisers are leveraging big data and analytics to tailor their messages to specific demographics, improving engagement and conversion rates.
- Digital video walls excel at captivating audiences with interactive visuals, facilitating attention even from a distance that marketers use to expand the reach of product offerings. The vibrant colors and high resolutions in graphics make them ideal for showcasing products or services. Additionally, these displays enable remarkable content flexibility, seamlessly handling a variety of media formats, from videos and images to text.
- Companies operating in the space, like Alan Median and Advertising, install interactive digital displays in locations such as malls, transit hubs, and public squares. These screens facilitate touch interfaces that allow consumers to engage with content directly. According to The Middle East Council of Shopping Centres and Retailers, Riyadh's modern format retail Gross Leasable Area (GLA) is projected to grow from approximately 2.3 million sq. m in 2022 to 3.8 million sq. m by 2027. This growth is expected to be driven by a rise of super-regional malls, such as Mall of Saudi, The Avenues, Jawharat Arriyadh, and Al Wedyan, which will drive the OOH and DOOH market.
- According to the International Real Estate Federation (FIABI), malls are increasingly pivoting toward offering a broader spectrum of entertainment options to draw customers' attention in Saudi Arabia. Approximately 50% of the upcoming retail space in the country will be dedicated to entertainment offerings, which will propel the growth of DOOH advertising.
Digital OOH Expected to Register Major Growth
- Digital OOH advertising is expected to experience market growth during the forecast period since Saudi Arabia is set to host a series of prominent global events, such as Expo 2030, the Winter Games, the AFC Asian Cup 2027, and the FIFA World Cup 2034 in the upcoming years. Such strategic events will emphasize the imperative of domestic and international collaborations to create a universally appealing image. Additionally, Saudi Arabia is actively adopting advanced advertising technologies and investing in digital OOH advertising.
- In December 2023, Diriyah, Saudi Arabia, became the launch partner for The United, a transatlantic digital out-of-home (DOOH) broadcast network. Developed by Ocean Outdoor and Branded Cities, this pioneering initiative showcased Diriyah's evolution into a premier global tourism destination with the title of ‘The City of Earth.'
- With a growing number of people commuting and spending time outside their homes, digital OOH advertising can effectively reach a mobile audience, including commuters, tourists, and shoppers. Programmatic display advertising is being increasingly adopted by firms, advertisers, and marketers seeking more potent digital marketing tools to engage their consumers with the products and services that are offered. Companies are investing in social media ad strategies to boost conversions, paving the way for substantial revenue streams for social platforms leveraging programmatic display advertising.
- The Saudi Arabian government supports the advertising industry through regulations and initiatives that promote innovation and investment, thus creating a conducive environment for the growth of digital OOH advertising. Aligned with the country’s Vision 2030, the digital content market plans to enhance domestic production and job creation. This growth strategy targets amplifying local content shares and revenues across key verticals such as video, audio, electronic games, and digital advertising.
- Many players tailor content to local cultures, languages, and preferences, which is crucial to cater to the diverse Saudi Arabian market. Customized and localized digital OOH campaigns are more effective in resonating with the target audience and driving more conversions. For instance, as per data by Zenith, the value of outdoor advertisement expenditure in the MENA region is expected to reach USD 1,536 million in 2024, thus propelling market investments in Saudi Arabia.
KSA OOH and DOOH Industry Overview
The KSA OOH and DOOH market is witnessing a rise in competitiveness among companies as outdoor advertising companies become more focused on building innovative marketing strategies for their clients. While the market is moderately fragmented, competition is expected to increase in the future. Some major players include AlArabia, Alliance Media, JCDecaux, and Saudi Signs Media.
In October 2023, AlArabia Outdoor Advertising, the premier OOH firm in Saudi Arabia, secured a significant project. Through this, the company will be responsible for setting up, managing, and upkeeping outdoor advertising billboards in Riyadh. This initiative, put forth by Remat Al-Riyadh Development, is part of a grand vision to elevate Riyadh into a top-tier global city, focusing on digitalization, smart technologies, and sustainability. To bolster this transformation, AlArabia is partnering with Saudi Artificial Intelligence Company (SCAI), a subsidiary of the Public Investment Fund.
In September 2023, Daktronics, in collaboration with the Electronic Gaming Infrastructure Company, completed the installation of 535 sq. m of LED video displays at Riyadh Front Mall, an e-sports venue in Saudi Arabia. This installation notably features Daktronics' latest innovation, which comprises curved, bendable LED modules. The video walls encircling the venue, which were finalized in 2023, promise to immerse gamers and visitors with dynamic digital skins.
KSA OOH and DOOH Market Leaders
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Arabian Contracting Services Co. (AlArabia)
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JCDecaux
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Alliance Media
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Saudi Signs Media
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Alan Media and Advertising
*Disclaimer: Major Players sorted in no particular order
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KSA OOH and DOOH Market News
- April 2024: Diriyah Season partnered with advertising powerhouses UM and FP7 McCann KSA to launch a groundbreaking campaign. This campaign, named "Out of Phone (OOP)," was a regional first, bridging TikTok and out-of-home (OOH) advertising. The primary goal was to transcend TikTok's digital boundaries. The campaign showcased Diriyah Season’s experiences through OOH ads, echoing the magnetic appeal of TikTok content.
- October 2023: Yazle announced a strategic partnership with Invenda, a key player in automated retail and programmatic digital out-of-home advertising. This move has been pivotal for Yazle, granting them access to programmatic DOOH screens in both the United Arab Emirates and Saudi Arabia. The partnership facilitated the commitment to advertisers by providing them with top-tier tools and premier advertising spaces.
KSA OOH and 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
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4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Competitive Rivalry
- 4.2.5 Threat of Substitutes
- 4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising
- 5.1.2 Growing Development of Public Transport Networks
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5.2 Market Restraints
- 5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost and Market Fragmentation
- 5.3 Market Opportunities
- 5.4 Industry Regulatory Landscape and Policy Developments
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5.5 Key Technological Innovations
- 5.5.1 Innovations to Assess Audience Measurement and Analytics
- 5.5.2 Indication on Available Units (Spaces) in the Country (Based on Availability)
- 5.5.3 Likeliness of Audience Engagement Through Online Channels After Being Exposed to OOH Ads (Based on Availability)
- 5.5.4 Use of Digital Signage Screens for Advertisement in the Country
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
- 5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
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6.1 By Type
- 6.1.1 Static (Traditional) OOH
- 6.1.2 Digital OOH (LED Screens)
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Other Digital OOH Types
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6.2 By Application
- 6.2.1 Billboards
- 6.2.2 Transportation (Transit)
- 6.2.2.1 Airports
- 6.2.2.2 Other Transportation Applications (Buses, etc.)
- 6.2.3 Street Furniture
- 6.2.4 Other Place-based Media
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6.3 By End-user Industry
- 6.3.1 Automotive
- 6.3.2 Retail and Consumer Goods
- 6.3.3 Healthcare
- 6.3.4 BFSI
- 6.3.5 Other End-user Industries
7. COMPETITIVE LANDSCAPE*
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7.1 Company Profiles
- 7.1.1 Arabian Contracting Services Co. (AlArabia)
- 7.1.2 JCDecaux
- 7.1.3 Saudi Signs Media
- 7.1.4 Alan Media and Advertising
- 7.1.5 Alliance Media
- 7.1.6 Daktronics Inc.
- 7.1.7 Advertising Ways Company
- *List Not Exhaustive
8. FUTURE OUTLOOK
** Subject To AvailablityKSA OOH and DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit and transportation (advertising in and on vehicles used for public transportation), and place-based media (media at the point of sale). The scope of the study includes digital and static advertisements placed indoors and outdoors at shopping malls, airports, streets, and transit locations. The commission and production costs of agencies are excluded from the scope of work.
The report covers the KSA OOH and DOOH industry analysis and is segmented by type (static (traditional) OOH, digital OOH (programmatic OOH and other digital OOH types)), application (billboards, transportation (airports and other transportation applications (buses, etc.), street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Other Digital OOH Types | ||
| By Application | Billboards | |
| Transportation (Transit) | Airports | |
| Other Transportation Applications (Buses, etc.) | ||
| Street Furniture | ||
| Other Place-based Media | ||
| By End-user Industry | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| Other End-user Industries |
KSA OOH and DOOH Market Research FAQs
How big is the KSA OOH And DOOH Market?
The KSA OOH And DOOH Market size is expected to reach USD 168.24 million in 2024 and grow at a CAGR of 6.20% to reach USD 227.27 million by 2029.
What is the current KSA OOH And DOOH Market size?
In 2024, the KSA OOH And DOOH Market size is expected to reach USD 168.24 million.
Who are the key players in KSA OOH And DOOH Market?
Arabian Contracting Services Co. (AlArabia), JCDecaux, Alliance Media, Saudi Signs Media and Alan Media and Advertising are the major companies operating in the KSA OOH And DOOH Market.
What years does this KSA OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the KSA OOH And DOOH Market size was estimated at USD 157.81 million. The report covers the KSA OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the KSA OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
KSA OOH and DOOH Industry Report
Statistics for the 2024 KSA OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. KSA OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
