How do you envision the growth of Programmatic Digital Out-of-Home (PrDOOH) in the UAE and the region over the next five years?

Over the recent years, we have observed significant involvement from various stakeholders in the PrDOOH landscape. This includes more suppliers facilitating the programmatic purchase of their inventories and more DSPs augmenting their capabilities by incorporating DOOH into their omnichannel strategies. This alone is a great catalyst, knowing that four years ago, the region needed more screens to be traded programmatically. Advertisers have already started to test PrDOOH campaigns in the UAE; however, broader adoption is essential. More advertisers need to embrace and experiment with this buying model to collaboratively work with the supply side and speed up the growth of Programmatic DOOH in the UAE and the MENA region.

Last year, the World Out of Home Organization hosted its first face-to-face MENA Forum in Dubai, where many important topics were discussed, including in-depth discussions on PrDOOH, emphasising the industry’s commitment to its advancement.

The initiation of the IAB MENA DOOH Taskforce is also a great contributor to the growth of PrDOOH in the region, as 21+ people from 15 different member companies work closely to provide valuable output on DOOH and PrDOOH for the industry.


How will data analytics play a key role in the evolution of PrDOOH strategies in the UAE?

Data analytics will be instrumental in steering the evolution of PrDOOH in UAE as advertisers increasingly seek to maximise efficiencies in their strategies. This emphasises the need for a comprehensive understanding of the effectiveness of their DOOH campaigns. Through data analytics, advertisers can make data-driven decisions at every stage of their campaigns.
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• Planning: By understanding audience composition (behaviours, demographics, etc.) and empowering more precise targeting, DOOH ads are delivered to the most relevant viewers. Advertisers will also be able to understand the context in which their DOOH ads are displayed through location, time of day, and environmental conditions. These factors can be leveraged to ensure that ads are contextually relevant, increasing their effectiveness.

• Mid-campaign Optimisations: Through real-time analytics, advertisers can monitor the performance of PrDOOH campaigns as they unfold and make dynamic adjustments to optimise campaign delivery, ensuring maximum impact.

• End-of-campaign Analysis: Attribution modelling through data analytics will assist advertisers in determining the impact of PrDOOH on consumer actions. Robust data analytics will provide comprehensive performance metrics and analysis for PrDOOH campaigns. Advertisers can assess impressions, engagement rates, and other metrics to gauge the success of their campaigns.

As described above, the application of data analytics in PrDOOH is mainstream in global markets. However, enhancing its practicality in the UAE and the region necessitates strengthened collaboration among all stakeholders. This collaboration is crucial for increasing investments and expanding the PrDOOH lumascape to narrow the gap between regional and global data-driven practices and capabilities of PrDOOH.

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How are technological advancements shaping the future of PrDOOH campaigns in the UAE, and what impact do you anticipate?‍

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One of the most attractive technological advancements in DOOH is Forced Perspective 3D (FP3D) ads, which create a dynamic and immersive dimension to brand messaging, captivating audiences with visually striking content that stands out in the real world. A great example is BackLite’s The Curve @ Al Qana, FP3D billboard in Abu Dhabi, which offers viewers a unique experience.

Further examples of technological advancements in DOOH include:

• The integration of data feeds and real-time triggers

• Interactive elements via touchscreen technology

• Mobile integrations with cross-channel experiences and Artificial Intelligence (AI) algorithms for real-time optimisation.

In conclusion, PrDOOH will become prevalent in the UAE. Early adoption is key. Despite challenges, regional players are developing solutions for the evolving industry. UAE’s advancements make PrDOOH strategic for innovative and impactful advertising.

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