首页 > 市场调查报告书 > 通讯

线上广告

市场调查报告书

商品编码

1690092

中东和北非的数位户外媒体：市场占有率分析、产业趋势和成长预测（2025-2030 年）

Middle East And North Africa DOOH - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年03月18日 | 出版商:

Mordor Intelligence | 英文 142 Pages | 商品交期: 2-3个工作天内

价格

※ 本网页内容可能与最新版本有所差异。详细情况请与我们联繫。

简介目录

中东和北非 DOOH 市场规模预计在 2025 年为 3.9066 亿美元，预计到 2030 年将达到 8.3512 亿美元，预测期内（2025-2030 年）的复合年增长率为 16.41%。

网路广告日益复杂，加上广告拦截器、行销和广告的高昂收费，导致企业寻求替代解决方案来传达他们的广告和讯息。这可能会为 DOOH 市场带来丰厚的机会，并在预测期内提升其渗透率。

关键亮点

数位户外 (DOOH) 行销对中东和北非市场产生了重大影响，该行业领域的公司经历了显着成长。大量广告商进入这个市场以提高其品牌和产品的知名度，他们透过全新的方式吸引目标受众来实现这一目标。如今，仅仅出现在小萤幕上已经不够了，广泛传播讯息比以往任何时候都更加重要。为此，您需要建立具有「IRL」（现实生活）存在的 360 度广告。
沙乌地阿拉伯市场有机会透过适应新技术并在新的环境中引入新技术，按照沙乌地阿拉伯王国的 2030 愿景来推进这项行销方面。这意味着为了保护环境，要从印刷标牌转向数位看板。由此，现有产业将演变成充满活力的媒体产业，更自然融入城市和社会，更环保，也更能吸引观众的美感。
自动化和程式化平台的兴起减少了宣传活动购买的摩擦，从而推动了户外广告钱包份额的成长。这些取代了 RFP、人工谈判和手动订购等低效率的采购程序。未来，基于人工智慧的演算法有望实现“智慧广告”，这种广告可以随着时间的推移进行调整和改进，以适应目标受众的偏好。数位萤幕还将追踪购买行为，利用感测器技术检测路人的人口统计特征并追踪脸部表情，并将这些资讯来源作为人工智慧广告的输入。
在所有不同的交通环境中，机场已被证明是理想的广告环境，尤其是对于知名品牌和奢侈品牌而言。机场被迫想办法增加收益。透过将海报等静态展示转变为数位展示，机场可以利用相同的空间并将其出售给多个广告商，而不仅仅是一个。这将成倍地增加您的收益。机场还可以引入广告合作伙伴来帮助分担升级到新广告技术的成本。 Airport Ads 投入大量资金开发 DOOH 解决方案和体验，将创新理念与执行力结合，应用于沙迦机场（阿联酋）和肯尼思卡翁达机场（尚比亚）等多个国际机场。
两家公司正在共同努力扩大其区域影响力并增强产品系列。例如，2022年5月，在高加索、北非、西非和黎凡特地区提供户外广告（OOH）的Pikasso与义大利主要企业的数位户外（DOOH）程式化公司Pladway达成了商业和技术合作。
突然之间，组织和数位行销公司被迫跟上数位趋势。这为数位行销公司提供了更多的空间来为客户测试他们的想法。例如，疫情改变了公司的工作方式。越来越多的企业正在采用数位化工作机制。儘管环境不容乐观，数位行销企业仍拥有营运所需的优势。此次停摆让各机构有机会在没有实体办公室的情况下审查和重新考虑其各种数位化业务。

中东和北非数位户外媒体市场趋势

公车广告蓬勃发展

交通广告是在任何形式的交通工具上或内部发布的广告，例如公车、计程车、火车和路面电车。
在该地区，交通广告主要用于公共运输（计程车、公车、地铁等）、机场、汽车站、火车站、公车候车亭等。随着居民越来越多地使用公共运输，市场相关人员正在寻求将数位户外广告交通纳入被确定为重要安装地点的交通区域。
例如，道路交通管理局（RTA）报告称，到 2022 年，杜拜使用公共运输、共用出行和计程车的乘客人数将达到约 6.214 亿人次，与前一年同期比较增长 35%。公共运输、共乘和计程车的日均用户数从 2021 年的 130 万增加到 2022 年的 170 万。公共运输使用量和乘客量的大幅增加可能会为在各种公共运输平台上安装数位广告萤幕的交通 DOOH 公司带来显着利益，从而推动市场成长潜力。
此外，各公司都意识到了交通数位户外广告解决方案的显着优势，从而大大推动了市场的成长。例如，有机会从在车辆顶部展示的可携式数位广告中获益，其中的内容可供驾驶人、乘客和行人等用户阅读。 Override 是一家位于沙乌地阿拉伯的数位广告看板公司，它透过提供更重要的功能来挖掘这一潜力：资料和超目标地理围栏广告。
此外，各种政府措施也大力推动了公共运输上数位看板的安装，从而为市场成长做出了重大贡献。例如，随着 RTA 推出新功能，杜拜的计程车预计将于 2022 年 10 月数位化。据 RTA 的迪拜出租车公司称，此次推出的倡议是为了跟上最新技术并解决出租车行业的包装和倡议倡议问题。计程车广告更进了一步。传统的车贴将被数位广告取代。数位看板可能会安装在车辆的后挡风玻璃上，以便在路上经过的通勤者能够看到。
总体而言，过去一年来，市场已显着成长，投资数位显示器的公司获得了丰厚的收益。此外，预计配备传统显示器的车辆将被数位显示器取代，以加强品牌推广。

沙乌地阿拉伯占主要市场占有率

儘管有电视和网路等替代媒体，但沙乌地阿拉伯的户外广告业仍然是广告公司和组织宣传其产品的最重要和领先的行业之一。当其他管道或影片无法播放商业广告时，户外广告仍然是最重要的媒介。此外，户外广告是市场上的理想和首选，因为与其他广告媒体相比，它能够在更短的时间内接触到大量受众，并为大众提供一套成熟的互动式数位解决方案。 2030愿景正在为各地带来巨大变化，包括沙乌地阿拉伯，该国正经历经济和社会的繁荣。
根据世界银行的报告，预计到2022年，沙乌地阿拉伯将有3,036万人居住在都市区，其中大部分城镇居民集中在利雅德、达曼、麦加、吉达等沙乌地阿拉伯主要城市。根据联合国开发计画署和联合国经济和社会事务部预测，到 2030 年，利雅德和吉达两市的人口预计将分别达到 790 万和 500 万。
此外，2022年沙乌地阿拉伯的人均收入为27,941美元，而2021年为23,186美元。随着都市区和人均GDP的成长，全国各地的购物中心和商场也不断增加。因为都市区更喜欢在商业区、娱乐中心、电影院和国际餐厅购物和消磨休閒。这项因素为广告公司在数位广告看板和街道家具上推广其产品和服务创造了机会。此外，在沙乌地阿拉伯领先的户外广告供应商沙乌地阿拉伯标誌媒体 (SSM) 等组织的帮助下，沙乌地阿拉伯的户外广告媒体市场目前正在发展并处于强势地位。
沙乌地阿拉伯强劲的经济为私营部门的崛起铺平了道路，引入了新公司并加剧了竞争。公共机构的沟通也大力推动。与前几年相比，户外支出的增加也可以归因于人们对新的、令人兴奋的社交活动、社区活动和目的地旅游的认识和推广的提高。
格式的数位化及其优势在硬体方面至关重要。它的规模、位置、网路分布以及对观众的曝光度使其很难被忽视。它们也给人留下了持久、实用的印象，需求量很大。
沙乌地阿拉伯的户外广告产业及其多种形式为广告商带来了丰厚的利润。例如，纯网路参与企业（国内和国际）正在大力投资户外广告，因为他们看到了户外广告能为其业务带来的好处。它强调了户外广告对于提高知名度和销售的持续重要性。

中东和北非地区数位户外媒体产业概况

中东和北非数位户外 (DOOH) 市场主要参与者包括 ELAN Group、EyeMedia、HyperMedia FZ LLC、Backlite Media 和 Abu Dhabi Media。该市场的参与企业正在采取合作和收购等策略来加强其产品供应并获得可持续的竞争优势。

2023 年 4 月，Backlite Media 与 Al Qana 合作，获得了位于阿布达比市中心这座独特且享有盛誉的海滨场所的独家广告权。我们与 Al Qana 的经营团队合作，创建了阿布达比最大、最具影响力的数位萤幕之一“The Curve”，以庆祝这一战略关係。

2022 年 7 月，德高集团宣布与 Displayce 签署策略伙伴关係关係，Displayce 是 DSP（需求方平台）领域的行业参与企业，专门从事数位户外 (DOOH) 广告的采购和优化。与德高集团达成的协议旨在显着加速 Displayce 的发展，使其成为户外广告市场行业标准的 DSP，同时继续为广告商和出版商提供对所有 DOOH 媒体的全面和直接访问。

其他福利

Excel 格式的市场预测 (ME) 表
3个月的分析师支持

With the increasing complexity of online advertising, coupled with the premium pricing charged for ad blockers, marketing, and advertising, companies are looking for alternative solutions that will enable them to display their advertisements or messages. This presents the DOOH market with a lucrative opportunity, which may boost its adoption over the forecast period.

Key Highlights

Digital out-of-home (DOOH) marketing hugely impacts the Middle East and Africa markets, and companies are experiencing considerable growth in this industry sector. Numerous advertisers are entering this market to increase awareness of their brands and products, and they are doing it by enticing their target audience in brand-new ways. Being present on a little screen is insufficient today; spreading messages far and wide is more crucial than ever. It entails creating 360-degree ads featuring a presence "IRL" ( in real life).
The Saudi market has the chance to advance this facet of marketing in line with the kingdom's 2030 Vision by keeping up with emerging technologies and implementing them in new settings. This entails switching out print-based billboards for digital ones to protect the environment. As a result, the existing industry will develop into a vibrant media sector that blends in naturally with cities and society, is more ecologically friendly, and appeals to the audience's sense of aesthetics.
One of the top market trends is the rise of automation and programmatic platforms since they drive growth in OOH wallet share by reducing campaign purchasing friction. They replace the inefficient buying procedure of RFPs, human negotiation, and manual orders. In the future, artificial intelligence-based algorithms are expected to enable "smart advertisements," which can adapt and improve according to the preferences of target audiences over time. Also, digital screens will track purchase behavior and leverage sensor technology to detect passersby demographic features and track facial expressions and use these sources as inputs for artificially intelligent advertisements.
Among various transit environments, airports have proven to be an ideal environment for advertising, particularly for top-tier and luxury brands. Airports are under pressure to figure out ways to generate more and more revenue. Converting static displays like posters to digital displays allow airports to utilize the same space to sell to multiple advertisers instead of just one. That multiplies the amount of revenue exponentially. Also, airports can share the cost burden of upgrading to new advertising technologies by bringing in advertising partners. Airport Ads has significantly invested in various international airports, including Sharjah (UAE) and Kenneth Kaunda (Zambia), in developing DOOH solutions and experiences that integrate innovative ideas and executions.
To expand their presence in the different regions and enhance their product portfolio, the companies are collaborating. For instance, in May 2022, Commercial and technological cooperation was established between Pikasso, the provider of out-of-home advertising (OOH) in the Caucasus, North and West Africa, and the Levant, and Pladway, the top digital out-of-home (DOOH) programmatic company in Italy.
Organizations and digital marketing companies were forced to follow the digital trend suddenly. This has given digital marketing companies more room to test customer ideas. The pandemic, for example, has changed the way firms work. More and more businesses are adopting a digital work structure. Despite the bleak environment, digital marketing businesses have the required edge to function. The lockout has given agencies the chance to identify and rethink their various digital job tasks in the absence of a physical office.

Middle East And North Africa DOOH Market Trends

Transit to be Fastest Growing Application

Transit advertising, often known as "advertising on transportation," is the placement of commercials on or within any form of transportation, including buses, taxis, trains, trams, etc.
The region mostly finds its transit applications across public transportation vehicles (such as taxis, buses, and underground trains), airports, bus stops, train stations, and bus stops. The citizens' growing utilization of public transit drives the market players to incorporate DooH transit along the transit areas identified as essential installation sites.
For instance, the Roads and Transport Authority (RTA) reported that in Dubai, ridership of public transportation, shared mobility, and taxis recorded around 621.4 million in 2022, a 35% rise year-on-year. The average daily ridership of public transportation, shared mobility, and taxis was 1.7 million in 2022, up from 1.3 million in 2021. Such considerable growth in utilization and ridership in public transit may significantly benefit transit DOOH firms installing digital advertising screens across various public transit modes, thereby gaining potential market growth.
Moreover, various firms recognize the significant benefits of transit DOOH solutions, substantially driving market growth. For instance, there is a chance to profit from portable digital advertisements displayed on the top of cars, where users, including drivers, passengers, and pedestrians, can read the content. Override, a KSA-based digital billboard business, is taking the plunge into this possibility by offering an even more important feature: data and hyper-targeted geofenced ads.
Moreover, various government initiatives are significantly supporting the installation of digital billboards on public transport, thereby considerably contributing to market growth. For instance, in October 2022, Dubai cabs were expected to be digitalized as the RTA introduced new features. According to Dubai Taxi Corporation in RTA, the recent rollout would be part of keeping up with the latest technology and tackling the issues of the taxi sector's introduction of package initiatives. Taxi advertisements will be a step forward. Traditional automobile stickers will be replaced with digital advertisements. A digital billboard will likely be mounted on the vehicle's back windshield, which will be visible to commuters on the road.
Overall, the market had considerable adoption rates during the year, with firms invested in digital displays significantly generating profitable earnings. Further, vehicles with traditional displays are anticipated to be replaced by digital displays to enhance brand promotion.

Saudi Arabia to Hold Significant Market Share

Despite the existence of alternative media, such as TV, the Internet, etc., the outdoor advertising sector in Saudi Arabia is one of the most significant and primary sectors for advertising firms and organizations looking to advertise their products. When commercials cannot be made on other channels or videos, outdoor advertisements remain the most significant medium. Moreover, outdoor advertising is the ideal and first choice in the market, as it delivers a full-fledged set of interactive digital solutions to the public, ensuring access to a vast number of viewers in a much shorter period compared to other advertising mediums. A significant shift has occurred everywhere due to Vision 2030, and Saudi Arabia, which is booming economically and socially, has made significant changes.
According to a report by the World Bank, in 2022, 30.36 million people were expected to live in urban areas. Most urban settlers settled in prominent Saudi Arabian cities like Riyadh, Dammam, Mecca, and Jeddah. According to the UNDP and UN DESA, by 2030, the cities of Riyadh and Jeddah are expected to be populated by 7.9 million and 5 million people, respectively.
Further, in 2022, Saudi Arabia recorded a per capita income of USD 27,941, which was USD 23,186 in 2021. With the rise in urban population and GDP per capita, shopping complexes and malls across the country are also rising steadily, as urban people prefer to shop and spend leisure time in business zones, entertainment centers, cinemas, and international dining experiences. This factor creates opportunities for advertising agencies to market their products and services on digital billboards and street furniture. Further, due to organizations like Saudi Signs Media (SSM), one of the leading OOH providers in Saudi Arabia, the OOH media market in the country is currently in a strong position as it continues to develop.
With the introduction of new companies and increased competition, Saudi Arabia's robust economy has paved the way for the rise of the private sector. The nation has also seen an active forward movement in communication from official agencies. The increase in outdoor spending compared to prior years has also been attributed to increased awareness of and promotion of new and exciting social activities, regional events, and destination tourism, among other factors.
The digitalization of formats and their advantages have been crucial in terms of hardware. They are difficult to ignore because of their dimensions, positioning, network distribution, and line-of-sight exposure to audiences. They also leave a lasting, actionable impression that is in high demand.
The Saudi Arabian OOH industry and the numerous formats are quite advantageous for advertisers. For instance, companies like pure online players (both local and foreign) heavily invest in the media since they have seen its advantages for their businesses. There is no shortage of interest and repeat queries, highlighting that OOH continues to be crucial for raising awareness and boosting sales.

Middle East And North Africa DOOH Industry Overview

The Middle East and North Africa digital out-of-home (DOOH) market is fragmented, with the presence of major players like ELAN Group, EyeMedia, HyperMedia FZ LLC, Backlite Media, and Abu Dhabi Media. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain a sustainable competitive advantage.

In April 2023, Backlite Media partnered with Al Qana to gain exclusive advertising rights to this unique and renowned waterfront venue in the heart of Abu Dhabi. In collaboration with Al Qana's management, the company built "The Curve," one of Abu Dhabi's largest and most impactful digital screens, to commemorate this strategic relationship.

In July 2022, JCDecaux SA announced the signing of a strategic partnership with Displayce, the industry player in DSP (Demand Side Platform), which specializes in procuring and optimizing digital outdoor advertising (DOOH). The agreement with JCDecaux aimed to considerably speed up Displayce's development so that it became the industry standard DSP in the outdoor advertising market while continuing to provide full and direct access for advertisers and media agencies to all DOOH media.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

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
4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Buyers
- 4.2.3 Threat of New Entrants
- 4.2.4 Threat of Substitute Products and Substitutes
- 4.2.5 Intensity of Competitive Rivalry
4.3 Industry Value Chain Analysis
4.4 Assessment of the Impact of COVID-19 on the Market

5 MARKET DYNAMICS

5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising
- 5.1.2 Increase in Public Transit Infrastructure
- 5.1.3 Adoption of Global Cues such as Programmatic Advertising
5.2 Market Restraints
- 5.2.1 Stringent Regulations in the Middle East Have Been a Challenge for Vendors
- 5.2.2 Traditional Forms of Advertising Continue to Dominate in a Few Countries

6 MARKET SEGMENTATION

6.1 By Location
- 6.1.1 Indoor
- 6.1.2 Outdoor
6.2 By Application
- 6.2.1 Billboard
- 6.2.2 Transit
- 6.2.3 Street Furniture
- 6.2.4 Other Applications
6.3 By End-User
- 6.3.1 Commercial
- 6.3.2 Institutional
- 6.3.3 Infrastructural
6.4 By Country
- 6.4.1 Saudi Arabia
- 6.4.2 United Arab Emirates
- 6.4.3 Kuwait
- 6.4.4 Qatar
- 6.4.5 Morocco
- 6.4.6 Egypt
- 6.4.7 Rest of Middle East and North Africa

7 COMPETITIVE LANDSCAPE

7.1 Company Profiles
- 7.1.1 ELAN Group
- 7.1.2 EyeMedia
- 7.1.3 HyperMedia FZ LLC
- 7.1.4 Backlite Media
- 7.1.5 Abu Dhabi Media
- 7.1.6 Dooha Media (Madaeen Al Doha Group)
- 7.1.7 Lemma Technologies Ltd
- 7.1.8 JCDecaux Group
7.2 Company Ranking

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET

02-2729-4219

+886-2-2729-4219

License/价格

中东和北非的数位户外媒体：市场占有率分析、产业趋势和成长预测（2025-2030 年）

Middle East And North Africa DOOH - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)