Market Trends of UAE Digital Out-of-Home (DOOH) Industry
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.
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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.
