Real estate and retail sectors drive UAE advertising market

Dubai: The UAE advertising industry is growing fast as a result of the boom in the property and retail sectors, with companies spending $3.9 billion in promotions last year, industry officials said yesterday.

Mohammad Al Noori, head of the advertisement section at Dubai Municipality, said the UAE's ad spend was 22 per cent higher than in 2005 and is the highest in the GCC.

Abdul Rahman Falaknaz, president of International Expo Consults, also noted that UAE firms forked out a hefty $47 million on outdoor signage and exhibits in 2006, up 13 per cent from $29 million in 2005.

"Big developers like Emaar, Nakheel and Tat-weer are strongly driving the growth in outdoor advertising as mega projects have ushered a demand for big signage and outdoor exhibits," Falaknaz told Gulf News.

"The number of international brands from across the globe entering the market is unprecedented. The need to create a market space and consumer share is fuelling the demand for greater advertising," he added.

Other growth drivers include the tourism, hospitality, leisure and entertainment sectors not only in the UAE, but the whole Middle East.

"The fact that the Middle East is coming up as a venue for hosting international events is only giving more impetus to the industry," said Falaknaz.

Falaknaz said the high demand for outdoor advertising is well reflected in the growth of the Sign and Graphics Show, which has increased by 30 per cent, attracting 270 companies. The show will be held from February 27 to March 1 at the World Trade Centre.