advertising dubai media outdoor

advertising dubai media outdoor

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The choice of Dubai to host the 8th World Congress of Outdoor Advertising Industry for the first time in the Middle East region is evidence of the important position that Dubai holds in this industry.

The spending on outdoor advertisements in the UAE increased from $355 million to $446 million last year. These statics show an increase of 25.6 per cent as compared to 2002. Samsung Gulf Electronics, Damac Properties and Masterfoods are the leading firm that make extensive use of outdoor advertising

The advertising sector witnessed a major boom with the opening of Shaikh Rashid Terminal at the DubaiInternationalAirport in 2002. Sign boards are displayed everywhere at the airport, in a modern and professional manner, especially in the departures and arrivals halls, the luggage areas, hallways and escalators, the departures tunnel and outside the building

Advertisement revenue is expected to further increase by 60 per cent with the expansion of the airport currently underway. "Dubai airport” is considered to be the "hotspot" for advertising by the local and international advertising companies because of the huge annual growth in the number of travellers and cargo volumes. The number of travellers through the airport is expected to increase from 21 million to 40 million by year 2010.

The income of Dubai municipality from outdoor advertisements will reach some Dh52 million by the year 2004, according to Engineer Mohammed Noori, Head of the Advertising Department in DubaiMunicipality. This year, large advertisement boards would be introduced in the UAE for the first time in the region.

Dubai is recording an yearly increase of 25 per cent in the outdoor advertising. This is is expected to increase to 55 per cent by the year-end. This is due to the major projects under way in Dubai, in addition to the enhanced quality parameters observed in the outdoor advertising industry. Fathi Farrago Al Mohammed, President of the Golden Media Advertisements, said that the outdoor advertisements in the area presented four per cent of the total global advertisements. It is important for companies specialising in outdoor advertising to take full advantage of the international experience and support the industry in the Arab region.

"Park," is a company specialising in advertisements. It published a report which stated that the visual media took 50 per cent of the total publicity budget in the Gulf region at $1.4 billion. The print media took 45 per cent (34 per cent by newspapers and 11 per cent by magazines), one per cent by radio and four per cent by outdoor advertisements. The report pointed out that advertising spending in Saudi Arabia rose from $47 million to $49 million, an increase of 4.5 per cent. In Kuwait, the spending increased from $280 million to $303.5 million, up 8.3 per cent, Bahrain, from $77 million to $86 million (11.4 per cent), Oman $43 million to $54 million (26 per cent) and in the UAE from $355 million to $446 million, an increase of 25.6 per cent.

Communicate, is a business-to-business monthly covering the Middle East media, marketing and advertising industries. It is published by Paris-based Medialeader Group. Communicate hosted an unprecedented gathering of leading figures in UAE outdoor advertising, a business often criticized due to overcrowding of public spaces with commercials. Advertisers and media agencies met over evening iftar with outdoor suppliers to discuss problems and challenges facing this fast-growing industry.

A consensus emerged that a group of outdoor advertising suppliers would organize to promote the interests of the industry as a whole, addressing problems such as the overcrowding of the market, a lack of standards and poor measurement of audience figures. Mohammed Mahmoud Al Noori, head of the advertising section at Dubai Municipality, also took part in the roundtable discussion and endorsed the idea of the major players in the market banding together to form an association.

Dubai Roads and Transport Authority awards contract to Concept Outdoor. Concept Outdoor, a leading provider of creative outdoor signage and advertising solutions, has won a three year contract with the Government of Dubai's Roads and Transport Authority (RTA), to be the sole provider for all advertising space on Dubai's traditional Abra (water taxi) stations.

The contract provides Concept Outdoor with exclusive rights to advertise in all Abra stations along Dubai's historic Creek, reaching at least 60,000 passengers and passers-by on a daily basis, and more than 100,000 on weekends and holidays. The strategic positioning of the backlit advertising boards will maximise exposure, and will be an innovative medium for brands to reinforce their image.