The rapid growth of Outdoor Advertising in the UAE market
In 2013, UAE ranked first in the Arab world in advertising spending in the local markets, having showed definite signs of improvement since the economic downturn a few years ago. Gulf advertising spending, in some Arab markets such as Egypt, Lebanon and Jordan, grew in 2013 by 14% to total $17.66 billion against a total spending on advertising of $15.45 billion in 2012, said Pan Arab Studies & Research Company (PARC) in its annual report for 2013. As per the same report, the total value of advertising spending in the GCC countries rose by 4.5 per cent to around Dhs4.2 billion in Q1 of 2013, compared with around Dhs4 billion in Q4, 2012. Interestingly, outdoor advertising represented a very high part of the overall spending. PARC statements showed that the volume of Arab advertising spent through outdoor advertisements stood at Dhs844 million during the first quarter of 2013.
With the announcement of the Expo 2020 at the end of 2013, the signage media and outdoor advertising in the UAE, accelerated rapidly as more international players from all over the world, sought to reap benefits from the country's economic boom. Companies offering high quality sites will have the opportunity to dominate the market and with its unique location proposition, ENG has managed to be one of the leading market players.
ENG, a leading visual communications company in the Middle East, in its forty four year history in the market has noticed the constant rise in the demand as well as the cost of outdoor advertising in the past years and estimates a further rise of up to 10 – 20 per cent on an average in the years to come. With the growth of branding and marketing in the region, UAE will see a different, fresh and innovative take on outdoor advertising.
An instance of a similar development in the industry was the RTA’s announcement on bids for spaces across the city, and advertising companies offering huge amounts in order to emerge as the winner. The RTA taxis have become the new form of advertising in the market, giving brands a better penetration among the consumers. Recognizing the potential, ENG capitalized on the opportunity with over 4000 RTA taxis displaying the brands services within Dubai. This rapid growth in demand for such outdoor advertising is due to the fact that the UAE population has been observed to spend more time in driving their vehicle than reading the paper or watching the news.
Another reason for the increase in demand is because, outdoor advertising helps brands communicate ideas at the lowest prices as opposed to any other form of advertising. Outdoor Advertising is the world's oldest form of mass communication and is the only type of media that has constant exposure. As a company ENG focuses to build on this through the planning and implementation of the best indoor and outdoor visual communication options. Ranging from bespoke individual signs to major signage projects especially for retail, hospitality, petrol stations, and traffic signs, ENG offers companies better brand presence in the region.
ENG is one of the few independent outdoor media owners across the GCC region that has made the most of the development by offering services that range from retail signage to digital advertising and print media in Abu Dhabhi, Al Ain, Dubai, Fujairah, Sharjah, Bahrain, Oman, Kuwait, Egypt, Kenya, Tanzania, Uganda, Philippines, Pakistan and China. The company harnesses the power of prime outdoor marketing sites to reach huge audiences - including large, small, digital and transit signage.