As we enter 2025, the Out-of-Home (OOH) advertising industry in the UAE and Middle East is experiencing a dynamic shift. Fuelled by innovation, data-driven insights, and a steadfast focus on impactful results, OOH is poised to take centre stage. Reflecting on 2024, we’ve witnessed impressive growth and the realisation of many anticipated trends—setting the stage for an even brighter future.

The industry’s transformation spans several key areas where OOH intersects with technology and consumer behaviour, driving profound changes across the advertising landscape.

AI impact

Artificial Intelligence (AI) is transitioning from a buzzword to a business necessity, and its role in OOH advertising is no exception. In 2025, AI will unlock deeper, data-driven capabilities—processing information from mobile devices, geolocation technology, and social platforms to uncover actionable insights. This isn’t just about data collection; it’s about enabling smarter decisions that deliver precision and impact for brands.

Programmatic surge

Programmatic Digital Out-of-Home (PrDOOH) has evolved from an emerging trend to a cornerstone of revenue growth. Its ability to enable real-time, targeted campaigns transforms how brands engage with audiences—offering unprecedented scale, precision, and results.

‍

Retail influence

Retail media is becoming an essential element of modern OOH strategies. Malls and shopping destinations are now pivotal touchpoints in the consumer journey, influencing purchasing decisions at critical moments. According to recent studies, over 40 per cent of global marketers plan to increase investments in retail media by 2025. Rather than replacing existing strategies, retail media enhances campaigns with highly contextual, targeted messaging that drives results.

Data-driven precision

In today’s landscape, data is the key to relevance. By leveraging first- and second-party data, we can design campaigns tailored to audience behaviours and preferences, ensuring that every message reaches the right people at the right time, in the right place.

Quality and relevance over quantity

The focus is now on more than sheer volume. Premium placements and meaningful connections are what define successful campaigns. Every billboard, screen, or asset is strategically chosen to ensure brands engage authentically with their audiences and leave a lasting impression.

Sustainable innovation

The Middle East is setting new global standards in OOH, blending innovation with sustainability. From cutting-edge DOOH displays to eco-conscious advertising solutions, we must remain committed to delivering campaigns that inspire audiences and minimise environmental impact.

The UAE and Middle East continue to thrive as global hubs for innovation and growth, and OOH advertising will play a defining role in this transformation.

With advancements in programmatic technology, deeper integration with digital channels, and creative formats powered by automation and data, OOH is competing at a new level—offering measurable, meaningful ways for brands to connect with audiences.

‍