The UAE Ministry of Energy and Infrastructure has confirmed to Campaign Middle East that is now reviewing the updated Dubai Out of Home Advertising Manual as a unified reference for technical specifications and traffic safety requirements on all federal roads.

Sharing his thoughts in an exclusive interview, Dr Abdullah Al-Shwaikh from the Outdoor Media Office, OOH Section, UAE Ministry of Energy and Infrastructure (UAEMOEI) commended the latest updated guidelines for OOH in Dubai as “a source of pride for all of us.”

Dubai’s Roads and Transport Authority (RTA), in collaboration with Dubai Municipality and Department of Economy and Tourism, recently updated its OOH advertising manual to include expansion of dedicated OOH zones, standardised design criteria, guidelines for innovative 3D ads, improved site planning for advertisements, updated spacing criteria between billboards and intersections, and new procedures for the construction of billboards and commercial signage.

Commenting on the impact of the changes across the UAE, Dr Abdullah Al-Shwaikh revealed, “We at the Ministry of Energy and Infrastructure are now reviewing the guidebook with the federal Roads and Transport Authority to ensure there is no duplication of efforts or wastage of resources, given the presence of many guidebooks issued by the state municipalities and federal entities. I will not hide the fact that we are in the process of adopting this guidebook as a unified reference for technical specifications and traffic safety requirements on all federal roads through coordination with the entities that issued the guidebook

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Dr Abdullah Al-Shwaikh has been involved in the evolution of OOH guidelines for over two decades. Those were the days when the World Trade Centre served as a milestone while travelling between emirates, and stastic posters of varying sizes were plastered onto lamp posts, pillars, and facades of buildings under construction.

In conversation with us, Dr Abdullah Al-Shwaikh recounted a meeting in June 2004, in a cramped room during the scorching UAE summer, when he attended a meeting with concerned entities at what was then known as the General Secretariat of UAE Municipalities.

“The aim then was to issue the first edition of the inaugural outdoor advertising guide. To be honest, no one expected that the outdoor advertising market in the UAE would reach these levels,” Dr Abdullah Al-Shwaikh added. “Twenty years later, thanks to our country’s wise policy in dealing with regional crises, the outdoor advertising market in the UAE, particularly in Dubai, has become one of the most sought-after points by multinational hubs to announce all that is new in the world.”

When asked what’s next, Dr Abdullah Al-Shwaikh shared that the time had come for a guide that governs the actual design and content on the OOH and DOOH billboards.

“What’s next?” he responded, “I believe we now need a parallel guide that governs the advertising content itself, in line with each area. It should also ensure the higher interests of the city of Dubai and the state, making it mandatory for advertisements published in different languages and setting ethical and aesthetic standards for advertisements.”

“This is another lengthy discussion for another day,” he concluded.

How will the best practices from Dubai be translated across the UAE? Stay tuned for our continuous and timely coverage from the forefront of the outdoor advertising industry.

A day after Dubai’s Roads and Transport Authority (RTA) released its updated guidelines for OOH advertisers, industry leaders have voiced their full-throated support for the move.

Dubai’s RTA, in collaboration with Dubai Municipality and Department of Economy and Tourism, updated its OOH advertising manual to include improved site planning for advertisements, updated spacing criteria between billboards and intersections, and new procedures for the construction of billboards and commercial signage.

Interestingly, the updates also included standardising design criteria, aesthetic elements, while introducing guidelines for innovative elements such as 3D ads, drones, and modern lighting.

“These updated guidelines, including revised spacing criteria between billboards, ensure audiences have more dedicated visibility and increased performance on each campaign and advertisement, effectively reducing visual clutter in the city,” James Bicknell, CEO, BackLite Media said.

Elevision’s Chief Operating Officer, Eamon Sallam, said, “We feel the elements related to standardised design criteria and spacing regulations are set to make the most immediate impact on the industry. With the continued proliferation of OOH assets across the country, clutter and poor designs have had a negative impact on the industry.”

Safety takes top priority‍

Aligning with Dubai’s vision under the Urban Plan 2040, the updated guidelines also prioritised the safety and security of road traffic and pedestrians.

The OOH manual revision process included the involvement of a global consulting firm with expertise in OOH advertising and traffic safety, Dubai’s Roads and Transport authority stated in its announcement.

“We must prioritise citizens’ and residents’ safety by maintaining sites that uphold the city’s aesthetics and following these regulations,” Backlite Media’s James Bicknell added.

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Expanding OOH zones across Dubai

Additionally, updates to Dubai’s OOH manual also included the addition of new zones in Dubai designated for OOH advertising, the strategic distribution of billboard locations, the expansion of digital advertising, and diversifying billboard types to achieve optimal investment returns.

“Expanding dedicated OOH zones and digital advertising opportunities is particularly exciting, offering advertisers greater potential for impact and return on investment,” Backlite Media’s James Bicknell said.

“We welcome the establishment of the RTA’s updated guidelines as we feel they will provide an overall net benefit to the industry. All stakeholders, including media buyers, media suppliers, and most importantly the general public, should experience improved interactions with OOH media as a result of these guidelines. As a premium media supplier Elevision is excited to see an increased standard across all aspects of the local industry,” Elevision’s Eamon Sallam said.

Overall, the updates in Dubai’s OOH manual aim to boost existing advertising and creativity while ensuring safety and compliance, supporting Dubai’s growth and ambition to stay at the forefront of global advertising.

The manual also classifies all types of OOH advertisements according to the type of ad, location, and information delivery to users. It is enriched with images, measurements, and dimensions to elevate the OOH advertising industry in Dubai.

“As the CEO of BackLite Media, I fully support the updated Out-Of-Home (OOH) advertising guidelines introduced by Dubai’s Roads and Transport Authority (RTA). At BackLite Media, our ethos is to build well-designed sites in strategic locations that enhance the city’s landscape rather than clutter it, ensuring that our work aligns with the new RTA manual,” James Bicknell concluded.

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Dubai’s Roads and Transport Authority (RTA) has revealed updated guidelines for OOH advertisers. The new guidelines include several changes that will affect OOH advertising in the city.

These include improved site planning for advertisements, elevated traffic safety standards, updated spacing criteria between billboards and intersections, standardised design elements, the introduction of pilot areas, and new procedures for the construction of billboards and commercial signage.

The new guidelines were revealed in the latest edition of the Dubai Out-Of-Home (OOH) Advertising Manual that is launched in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism.

The updated manual also incorporates many different aspects such as standardising design criteria, aesthetic elements, and regional landscaping that reflect Dubai’s unique identity.

With the aim of supporting advertisers in the creative and innovative application process, the manual has also included a variety of geometric and artistic forms. These creative forms will help inspectors monitor companies’ compliance with advertising regulations in Dubai.

The guidelines have included the addition of new zones in Dubai designated for OOH advertising, as well as the expansion of digital advertising. According to the RTA, these measures ensure that Dubai “maintains its leadership in this industry”.

In the statement, it also mentioned that these updates consider the standardisation and unique identity of the Emirate, as well as the strategic distribution of billboard locations, focusing on asset blending and diversifying billboard types to achieve optimal investment returns.

The release of this Manual underscores the collaborative efforts of the RTA and its partners to streamline government systems and procedures, aligning them with the aspirations of the leadership and the objectives of the Dubai Urban Plan 2040.

These initiatives aim to cement Dubai’s position as an “ideal platform” for investment in OOH advertising. The manual aims to foster an environment that encourages companies and investors to increase their advertising expenditure and compete in promoting their products and showcasing their brands.

How does AdMobilize technology function within malls and destinations?‍

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AdMobilize’s technology has been developed to capture audience exposure to digital screens and Digital Out-of-Home (DOOH) assets in the real world. Just by placing camera sensors on digital screens, our clients, such as BackLite Media, can know how many people pass by, linger on, and even view their screens, capturing detailed information about the impact of campaigns.

We deliver post-campaign reports to BackLite’s clients through our computer vision software, which uses Artificial Intelligence (AI) to count and categorise the audience based on their physical attributes, but without identifying individuals and being able to quantify a campaign’s impact without compromising the public’s privacy. Computer vision, or allowing a computer to “see,” is one of the most advanced fields within AI and machine learning, allowing us to achieve high levels of accuracy when detecting audiences and getting the correct information for advertisers.

Al Qana in Abu Dhabi and Dubai Festival City, where this is especially difficult to quantify, having technology like this to quantify the audience is critical to driving successful campaign results. These are locations where people attend and spend significant amounts of time in them, pass by sections multiple times and have high dwell times compared to a street where they are just passing through. This is important for brands to understand as it can influence the type of content they can place and the time they have to catch the eye and communicate with their target audience.


What demographic information is collected from BackLite locations?

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In recent years, there has been remarkable progress in AI and Computer Vision. One area that has shown significant progress is AI at the edge. This refers to the software running entirely on local machines installed at each site without saving or sending images or videos to the cloud. Our software solution uses the connected camera as an optical sensor instead of a recording device. This means the camera scans the mall/destination within milliseconds, detecting the objects it has been trained to identify. The people detected before BackLite’s screen can be analysed for various physical attributes. For example, the software can determine each person’s age and facial expression by examining their face and assigning a gender based on their facial and body features. It can also measure the amount of time each person spends in the area of exposure to the screen. By analysing the angle of the face, the software can determine if the person looks towards the screen and how long they pay attention to it.

The client is provided with data to prove their ads have been seen and to add context to where they are displayed. This includes the number of people reached, the time available to grab their attention, and the duration of the message. The software collects this data anonymously by detecting people like objects.


Can we monitor traffic patterns across BackLite’s digital screen network in Al Qana and Dubai Festival City mall?‍

Indeed, you can. As the metadata or the aggregated and anonymised data gets sent to the cloud to be shown on our dashboards and permanently stored, trends start to set and work as benchmarks for each location and screen being measured. This is especially important for DOOH. In contrast with other marketing channels, such as online, where every laptop is considered similar and has one person in front, each DOOH location is a world by itself. Screens come in all shapes and sizes, and each area has very different traffic patterns. Collecting this information over time helps marketers have benchmarks for making decisions on and adapting content.
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What new technologies has AdMobilize developed to enhance clients’ campaign assessment capabilities?

Computer Vision has been around since the 1960s, so it’s a familiar technology. However, it’s still in the early stages of OOH advertising. Due to advancements in precision and computer power, this technology is becoming more widely used. As the scale of usage increases, more functionality will emerge. For example, OOH can trigger content based on previous or real-time data, making campaigns more targeted. Our proprietary technology and patented features, such as the ability to play content based on the audience in front of it, will enable marketers to design targeted campaigns.

PrDOOH is becoming the norm in the industry. Trusting the data and using it not only for reporting but also for interactivity and targeting will be essential. Our platform collects this information and helps screen owners connect that data to programmatic platforms and content management systems so that they can use that data to place the right content in the right place at the right time.

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BackLiteMedia is thrilled to announce the launch of The Triple Crown Abu Dhabi, part of The Landmark Series, a cutting-edge Digital Out-of-Home (DOOH) network featuring three gigantic screens strategically positioned on Al Khaleej Al Arabi Street in Abu Dhabi.

The rollout of The Landmark Series into Abu Dhabi represents a significant milestone in the evolution of DOOH advertising in the capital. Offering premium brands unparalleled visibility and engagement opportunities.

The Triple Crown's three colossal screens dominate the bustling Al Khaleej Al Arabi Street, ensuring that every passerby is captivated by the high-definition displays. These state-of-the-art screens are designed to deliver vibrant content that captures the attention of commuters, residents, and tourists alike, making them an ideal platform for advertisers aiming to reach a diverse and affluent audiences.

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James Bicknell, CEO of BackLite Media, commented on this moment, "Al Khaleej Al Arabi Street is one of Abu Dhabi's most prominent roads leading to Abu Dhabi Airports and Al Bateen Executive Airport, known for its high traffic and strategic importance. The location of The Triple Crown ensures maximum exposure for brands, as the screens are visible to thousands of vehicles daily. This prime positioning guarantees that advertising messages will significantly impact brand awareness and engagement. The high-resolution displays showcase every advertisement with stunning clarity and brilliance."

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Advertisers benefit significantly from the strategic placement and large size of digital screens, which ensure their messages have a broad reach and are seen repeatedly by a diverse audience. 

BackLite Media is proud to lead this transformative project, continuing its commitment to innovation and excellence in the Out-of-Home advertising industry.

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DPAA Study Outlines Trends and Growth Opportunities for U.S. Digital Out-of-Home Market, with 96% of Marketers and Agencies Planning to Increase or Maintain Spending in the Next 12 Months

Eight in 10 Respondents to Recommend DOOH in Next Year, According to New Omnichannel Decision-Makers Study sponsored by Kochava

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DPAA, the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix, has today unveiled its newest study on the state of the marketplace.

The “DPAA 2024 Omnichannel Decision-Makers Study” was conducted by Advertiser Perceptions, the leader in providing research-based strategic market intelligence to the complex and dynamic media, advertising, and ad tech industries, and sponsored by DPAA member Kochava (a leading omnichannel measurement provider for advertisers and publishers). This is part of the DPAA’s mission to promote and educate brands and agencies about the growing breadth of capabilities digital OOH (DOOH) offers, while sharing insights and best practices with member companies in order to drive industry growth.  DPAA Members have used this study – the previous iteration was conducted in 2021 – to form sales and marketing strategies and tactics.

According to the study, eight in 10 respondents will recommend DOOH to be part of their media plans over the next 12 months, with 96% of Marketers and Agencies Planning to Increase or Maintain Spending in the Next 12 Months

The study also found that DOOH is increasingly perceived as digital video …

• 58% see DOOH as an important part of omnichannel video campaigns.
• 41% consider DOOH to be an extension of TV/video planning.
• 49% of integrated video teams include DOOH alongside TV, mobile and online, up from 36% in 2021.
• 76% of advertisers believe DOOH has become less siloed, and an integrated part of cross-channel strategies (up from 66% in 2021).

The full study – and accompanying white paper – are available exclusively to DPAA members who receive exclusive full access to both. This includes additional analyses on sources of DOOH budgets, opportunities for future growth including dynamic advertising, data-driven interactivity, and programmatic; reasons why brands and marketers include DOOH in omnichannel plans, integration into broader media plans and many other topics.

“We are incredibly proud of the work the DPAA has done over the years to educate advertisers while building a community of DOOH evangelists that are aware of the value that comes from the increased digitization of out-of-home.  From programmatic buying and innovations like AR, VR, interactive QR codes, 3D capabilities and more, to accessing the robust data that powers addressability, contextual marketing, measurement and attribution in a brand safe environment, this study shows that the future is bright for DOOH,” said DPAA President and CEO Barry Frey.  “DOOH continues to be one of the fastest-growing areas of the overall ad ecosystem, and with increased reach, scale and full-funnel opportunities taking shape, it’s easy to be optimistic about this exciting sector, whether a brand, agency or media seller.”

“DOOH has reached an inflection point, increasingly merging with cross-channel strategies, empowered by programmatic buying and data-enabled measurement,” said Grant Simmons, VP of Kochava Foundry. “We’re thrilled to partner with DPAA to illuminate the true potential of DOOH.”

“The robust growth of DOOH advertising in the last 3 years has been a key driver – alongside CTV – of the health of the advertising economy overall,” said Sarah Bolton, EVP of Business Intelligence, Advertiser Perceptions. “The confluence of rapidly expanding data-enablement capabilities and contextually relevant and retail-adjacent screen locations, along with breakthrough creative executions, only points to continuing investment and innovation in the space.”

Advertiser Perceptions surveyed 150 US marketers and agencies involved in omni-digital advertising decision-making. To qualify for the study, which took place in February 2024, marketers and agencies had to be spending a minimum of $1M on advertising annually. Respondents were two-thirds agencies and one-third marketers. The results from this study were also analyzed in part by contrasting them with those from a survey conducted in September 2021 using a similar methodology and respondent profile.

About the DPAA:

DPAA (www.dpaaglobal.com) is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products. DPAA offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others. DPAA’s 2024 Global Summit is scheduled for October 15 in New York City.

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The global Out-of-Home (OOH) industry finds itself in an interesting position: as with other mainstream media it's facing the challenge of rampant big tech but, uniquely, that is an opportunity in itself as digital OOH carves out a bigger share of the market.

Global advertising is forecasted to reach about $900bn this year, with online taking 70%. That still leaves $270bn for other media, assuming online continues its dominance (much of it from search.) $270bn is far more than the entire ad market was worth ten years ago ($187bn.)

Here are some trends:

1. Recovery from the pandemic: The OOH industry has recovered from the pandemic when it was hit harder than most media, reaching 2019 levels last year with most analysts forecasting strong growth in 2024 and beyond. Digital Out-of-Home (DOOH) is the main driver by revenue although classic (static) OOH remains the biggest by volume in many parts of the world.

2. Measurement is crucial for growth and that has been a problem for OOH in many parts of the world with different countries and media owners using different systems and some no system at all. The World Out of Home Organization has been instrumental in making the case for more consistent, reliable and easy-to-use data and significant progress has been made although there is much more to do.

3. Artificial Intelligence (AI) is having a huge impact on the media industry, particularly the agency planning and buying side. Programmatic is now a fact of life and set to become even bigger, as more of the decisions made by media agencies are made by machines not humans. This means that measurement gains even more in importance - we need to give the machines what they need too. 

4. Consolidation in OOH ownership is inevitable after a post-pandemic period when there have been relatively few such deals. Private Equity, in particular, will be a major buyer.

5. OOH's opportunity to be an impactful medium: On the part of many advertisers there is a growing realisation that impact is becoming harder to achieve with so much media available, especially online. OOH has a unique opportunity to expand into this space, given its prominence in many of our cities and status as an affordable 'broadcast' medium. TV, the previous leader, is slowly but surely, losing its place as the high impact medium as its reach reduces. 

Value is not pushed hard enough, which is surprising when one analyses the low and extremely competitive Cost per Impression (CPM) being delivered by our channel.

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Beyond a dynamic, flexible, scalable, insight-focused, analytics-based, and precise targeted approach, DOOH is also revolutionising requirements for creativity, attention, and engagement. So, what’s the catch?

The drive towards DOOH (digital-out-of-home) is only getting busier by the day.

Unlike static OOH ads, the digital sibling, which promises a more dynamic, flexible, scalable, measurement-focused, analytics-based, and a precise targeted approach is gaining traction on the tarmac.

Niall Sallam, CEO of Elevision, said, “Real-time data and content updating capabilities enable brands to act on current trends and campaign performance, further refining their campaigns to capture and retain viewer attention more effectively than traditional static ads.”

Backlite Media’s COO James Harrison said, “Out-of-home ads utilise mobile device detection, sensors, and cameras to collect precise data on foot traffic and viewer engagement. This makes the data less susceptible to manipulation and provides a more accurate measure of ad performance. Advanced tools and third-party auditors ensure transparency and verification, confirming that ads are displayed in the specified locations and at the agreed-upon times.”

Beyond enhanced and impactful campaign performance through programmatic, DOOH is also squeezing the best out of marketers and advertisers by revolutionising requirements for creativity, attention, and engagement.

“The world of creative opportunities with DOOH is limitless with interactive features like QR codes, augmented reality experiences, as well as social media and brand activation integrations. These features enhance consumer interaction and experience, allowing for more immersive and engaging content,” Elevision’s Niall Sallam added.

BackLite Media’s James Harrison, echoed the sentiment saying, “Leveraging dynamic content that responds to real-time data like weather and local events, DOOH ensures advertisements are highly relevant and captivating. DOOH is setting a new standard in marketing by attracting, engaging, and leaving a lasting impression on its audience. Strategically placed in high-visibility locations, DOOH ads effortlessly capture attention. Personalising content using audience data makes these advertisements more memorable and impactful.”
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However, this creativity that captures attention comes with a rider: they must find a way to be more engaging and garner impressions without being overly distracting

Campaign Middle East spoke to Dr Abdullah Al-Shwaikh from the Outdoor Media Office, OOH Section at the Ministry of Energy and Infrastructure, UAE, who said, “Let us talk about the biggest challenge faced by highways in dealing with digital advertisements, which is an awareness challenge related to the extent of advertisers’ commitment to and awareness of the safety conditions related to outdoor advertising.”

He explained, “On highways, where speeds typically exceed 120 km per hour, the technical conditions related to the size of the text, the colours used, and the speed of the advertisement display change. This is something that those working in the field need to pay attention to. There is no objection to the existence of digital billboards, but they must comply with the specifications to avoid causing any distraction to drivers and road users.”

That said, DOOH still makes its own case in terms of ROI and brand values.

While initial investments in digital infrastructure are higher, the long-term cost efficiency is significant. DOOH reduces the need for physical materials and labour associated with installing and rotating traditional billboards, resulting in lower operational costs.

In tandem, the shift to DOOH supports sustainability goals by reducing the carbon footprint of advertisements. Digital ads eliminate the need for printing and transportation of physical materials and offer quicker and more eco-friendly ways to update content.

Dr. Abdullah Al-Shwaikh added, “This includes less printing, fewer papers, reduced presence of equipment and machinery for billboard replacement, faster maintenance, among other benefits. I believe that with the decrease in the prices of digital billboards to less than $1,500 per square metre, more than 70 per cent of our billboards will be converted to digital billboards by the end of 2025.”

Clearly, OOH is transitioning towards DOOH, so much so that digital is set to capture 75 per cent of the OOH advertising market by 2027, according to IAB Compass findings.

Bill Fordyce, Chief Operating Officer – Media, ELAN Group, said, “The trends in OOH with launching new creative and dynamic campaigns has been positive over the past several years, with banks, QSRs, retail and automotive being the biggest users of dynamic campaigns. Digital now makes up more than 50 per cent of Elan Media’s overall revenue and continues to grow as we install new signs in the market and get new advertisers to spend on OOH.”

Elevision’s Niall Sallam, added, “This summer has been our busiest one yet across all networks, with a 30 per cent year-on-year growth from June last year, highlighting the significant growth of DOOH advertising in 2024. Advancements in programmatic buying and enhanced data analytics are driving more targeted and effective campaigns, further contributing to this upward trend.”
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So, what could possibly deter this acceleration towards DOOH? While the medium is not as vulnerable to bots, it’s not completely free of malicious attacks either.

Dr Abdullah Al-Shwaikh cautioned, “A few days before this interview, there was a particular incident in Egypt that was covered by the media, where a group successfully took control of several billboards and displayed some ideas that opposed the official direction, much like the film ‘The Hunger Games’.”

He added, “Yes, we know that with every new technology, there are those who exploit the ‘immaturity’ of the system, so to speak. However, over time, matters, legislations, systems, and the security of systems develop to avoid negatives and risks. I believe there will be more secure systems in the future who will play a role in monitoring and maintaining the security of outdoor billboards, overseeing them, and setting up appropriate protective regulations for them. In the end, security is indivisible, and we should be grateful that we live in the safest country in the world on all levels.”

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To take the conversation forward, Campaign Middle East also asked leaders about DOOH was addressing ad fraud – the act of delivering fake ad impressions, which seems to have skyrocketed over the past few years.

Elevision’s Niall Sallam said, “DOOH is combating ad fraud through the use of sophisticated technologies and transparent reporting systems. From attending various conferences this year, it is evident that collaborations between advertisers and tech companies are increasingly fostering a more secure and trustworthy advertising environment, significantly reducing the prevalence of fake ad impressions and other key metrics.”

Backlite Media’s James Harrison added, “DOOH programmatic platforms implement strict protocols and security measures to prevent fraud. These measures ensure that the ad inventory is genuine and that all transactions are transparent and traceable, enhancing the reliability and effectiveness of the advertising medium.”

Beyond preventing ad fraud, which digital ads are also working on, digital out-of-home has claimed bragging rights due to the lack of a ‘third party cookie on-off option’, as well as not being susceptible to skippable ads, ad blockers, or consumers simply scrolling past the digital ads … but we’ll get into the DOOH versus digital conversation another day.

All things considered, the future of DOOH still seem bright. Offering novel opportunities for creative storytelling informed by hard data, highly targeted advertising, while also creating avenues for climate-conscious, contextual, and purpose-driven advertising with real-time engagement, it is now setting new standards within a rapidly evolving region.

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The 2024 WOO Expenditure survey captures expenditure globally for OOH across 2023 and give estimates of OOH expenditure for 2024. It is conducted by the use of a short form questionnaire to WOO members and OOH associations across the world and represents the most comprehensive survey of OOH expenditure globally.

Building on data for each year back to 2019, the WOO Global Expenditure survey allows us to track the effect of and recovery from the Covid-19 pandemic alongside local economic conditions and the investment into DOOH as it drives growth for OOH globally. Understanding these drivers of growth in particular markets allows WOO members and OOH Trade Associations to look to other markets for learnings to drive growth in their own markets.

The 2024 survey was completed by 109 members, covering 85 unique territories – collectively representing 95% of global GDP and 78% of global population. Unreported territories are modelled from similar territories based on population and GDP per capita where possible, or are excluded from the study.

Global OOH Spend in 2023 reached $41.9bn USD and represented 5,2% of global ADEX – breaking through the $40bn barrier, the 5% barrier and eclipsing the 2019 revenue figure of $36.3bn. OOH spend is forecast to grow to $45.3bn USD in 2024.
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Regionally APAC dominates with almost half of global OOH spend at $20.2bn across 40% of global GDP. Europe reports $10.3bn revenue, 25% of the total in line with its share of global GDP. North America ($9.4bn), LATAM ($1.3bn) and Africa ($0.7bn) track behind their share of GDP - although expenditure reporting in Africa is more challenging and is likely to be under-reporting much of the informal economy.

Global DOOH expenditure rose to $16.7bn USD in 2023 representing almost 37% of all OOH revenues and remains the main driver of OOH revenue growth globally.

Investment in DOOH infrastructure varies across the world with Europe ahead of the global average at 39.2%, APAC just under the average at 36.1% North America at 32.9% , LATAM at 31% and Africa at 20.1% of total OOH revenues.

The ‘headroom’ for growth in DOOH is exemplified by territories that have invested heavily in DOOH screens – of the top 10 markets by overall OOH volume: Australia (76% of OOH revenue), UK (65%), Germany (41%), China (40%) and South Korea (40%); lead the way in driving growth through DOOH.

Programmatically traded DOOH grew to a reported total spend of $1.2bn USD globally, representing 8.1% of total DOOH revenues. Although this data is not captured commonly across all markets so may be under representative of the total revenue traded this way. We anticipate significant growth to this figure in the 2025 report through a combination of increasing market adoption and more comprehensive reporting programmatically traded revenue.

The World Out of Home Organization’s Global Expenditure Survey is only possible through the collaboration of our members from across the world, and we thank our membership for their contributions to this survey. Additional geographical granularity and data spanning from 2019-2024 is available to our members via the members area of our website.

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