PHD UAE’s Chandni Varma pitches the advantages of programmatic OOH in the Middle East market

Despite the UAE being so technologically advanced, there are several reasons why the shift to digital OOH has been slower than in other markets: Resistance to change – media planners love traditional billboards; they are the go-to medium whenever there is a big brand launch or we need 100% visibility Cost of digitising billboards – for many outdoor suppliers, there isn’t an incentive to digitise screens because the costs currently outweigh the benefits Speed – can endure slow creative approval by suppliers ahead of a launch Mindset – at the moment the mindset for programmatic OOH remains undeveloped Programmatic DOOH will provide unique marketing capabilities because of its use of real-world triggers. […]