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Mobile Digital Out of Home Advertising – A new Medium Pops Up

Discover the evolution of billboards and Out-Of-Home (OOH) advertising and see how Flyby's innovative Smart Delivery Boxes are set to revolutionise the mobile digital OOH landscape in Dubai and beyond.

08 July 2024 By Saher Khattab

In an era where technology evolves rapidly, advertising methods must adapt to match consumer behaviors and preferences. Mobile digital out of home advertising is a dynamic and innovative medium that is increasingly common in our daily lives. This article explores the historical context of out-of-home (OOH) advertising, the rise of digital billboards in the UAE, the complementarity of mediums as part of a complete marketing strategy.

Out-of-home (OOH) advertising has been pivotal for centuries, with early examples including painted signs and billboards. The digital revolution transformed OOH into Digital Out-of-Home (DOOH) advertising, using advanced technology for dynamic, interactive displays. This shift began in the early 2000s with locations like New York’s Times Square and London’s Piccadilly Circus showcasing the potential of digital billboards through vibrant, ever-changing ads that captivate audiences.

The Rise of Digital Billboards in the Middle East

The Middle East, particularly the UAE, has a long history with out-of-home (OOH) advertising, dating back to the late 80s. Recently, the region has made significant investments in Digital OOH advertising, driven by the influx of tourists and the establishment of international brands’ headquarters in Dubai due to its strategic location in the region. The UAE’s consumer-friendly audience and the desire of these international brands for enhanced brand awareness have fueled the growth of the DOOH market. As a regional pioneer, Dubai showcases digital billboards across Sheikh Zayed Road, malls, and metro stations, demonstrating its commitment to Smart Cities and advanced advertising technologies.

Dubai’s DOOH advertising market is booming. In just a few years, the UAE’s digital signage market has nearly tripled in value and surpassed $1 billion in 2023. This growth is driven by strategic locations and a culture fostering creativity. The UAE’s digital advertising market is expected to continue its impressive growth, with an annual increase of over 6% from 2024 to 2028, fueled by competition and the rise of new shopping spaces demanding innovative advertising solutions.

A New Approach to Advertising with Flyby

Amid this dynamic landscape, Flyby emerges as a key player with its unique mobile digital out-of-home (MDOOH) product. By equipping delivery bikes with Smart Delivery Boxes, Flyby transforms these everyday vehicles into moving digital billboards. These Smart Delivery Boxes generate revenue through third-party advertising, utilizing eye-level impact, zone-based ad rates, geofencing, and automated billing to maximize ad effectiveness. Even when idling, these ads continue to generate revenue, offering advertisers measurable impressions and extensive reach.

Flyby also provides robust tracking and monitoring features, including live monitoring, rider behavior recording, and an open API for seamless integration with systems used by authorities or aggregators. The Flyby platform allows businesses to download detailed reports, enhancing the ability to analyze advertising performance and optimize delivery operations efficiently.

This innovative approach aligns perfectly with Dubai’s rapid DOOH growth, offering flexibility and reach that distinguish it in the market. By leveraging the expanding last mile delivery sector, Flyby ensures that its mobile digital ads stand out in the urban landscape, making a lasting impression.

Complementation of the Marketing Mix

Integrating online and offline marketing efforts is crucial for comprehensive advertising campaigns. Combining virtual and physical advertising allows brands to reach broader audiences effectively. Flyby exemplifies this integration by leveraging delivery bikes equipped with Smart Delivery Boxes to bridge online and offline advertising seamlessly. For instance, a campaign may start online and reinforce its message through Flyby’s mobile digital screens, ensuring consistent brand exposure across platforms.

Future Prospects

The future of the UAE’s DOOH market looks promising, driven by technological advancements and evolving consumer behavior. Emerging trends like programmatic buying and smart signage will continue shaping the industry, creating opportunities for advertisers. Flyby is well-positioned to capitalize on this growth, offering advertisers a dynamic platform to engage audiences effectively. Its ability to adapt to emerging trends ensures Flyby’s relevance and success in the evolving advertising landscape.

Digital mobile advertising represents a significant opportunity for marketers and advertisers. By embracing innovative platforms like Flyby, they can stay ahead in a competitive market. The future of advertising is mobile, dynamic, and integrated— precisely what Flyby offers to drive success in an increasingly digital world.