Dubai: Based on official rate cards, the outdoor media is estimated to account for $3 (Dh13.49) for every $20 spent on measured ad spending in the UAE. This would place its share of the overall at around 15 per cent of the total measured spending compared with six per cent five years ago, according to numbers from the Pan Arab Research Centre (Parc).
The sheer number of new locations and formats — from the sides of buildings to those on RTA buses — has been the prod for the growth in billboard availability and the spending by advertisers on them.
“More than half the total adult population travel in a car on an average day, while around 12 per cent travel on buses and around 7.3 per cent of the Dubai population do so by metro on an average day,” according to Shaharyar Umar, Marketing Director at Parc. “Hence demand from advertisers has outpaced the increase in supply over the recent five-year period and they have managed to weather the price pressures successfully.”
