The much-anticipated GCC OOH Industry Summit 2025 took place on February 13, 2025, at the luxurious Habtoor Grand Hotel in JBR, Dubai. This premier event brought together industry leaders, media owners, advertisers, media agencies, and global adtech providers to explore the latest trends, technologies, and strategic models shaping the out-of-home (OOH) advertising sector across the region.

An Exciting Opening

Image Source: World OOH

The summit kicked off with an inspiring keynote from Tom Goddard, the President of the World Out of Home Organisation (WOO), who highlighted the rapidly evolving landscape of the global OOH industry. His keynote addressed the significant shifts happening within the industry, emphasizing the role of digital transformation and data-driven strategies in driving growth.

Key Topics and Expert Discussions

The day was packed with dynamic sessions covering a wide range of crucial topics affecting the future of OOH advertising, with key insights from leading experts in the field:

1. Navigating OOH Buying: Experts discussed the complexities of buying OOH advertising space and the growing shift toward programmatic buying. Panelists shared insights on optimizing the OOH buying process to help brands achieve maximum reach and impact.
2. Linking First-Party Data with OOH: The integration of first-party data in the OOH space was a significant point of discussion. Panelists explored how data can be used to target audiences more effectively and improve the precision of outdoor advertising campaigns.
3. Ad Verification for Digital OOH (DOOH): With the rise of digital screens and interactive billboards, ad verification has become essential for ensuring campaign success. Experts from major adtech companies discussed the tools and technologies that help verify digital OOH ads and measure their effectiveness in real-time.
4. The Attention Economy: A hot topic during the summit was the concept of the "attention economy." Speakers delved into the importance of capturing audience attention amidst the overwhelming digital distractions of today's world. They provided insights into how OOH advertising is evolving to remain relevant and impactful in an increasingly attention-starved market.

Leading Industry Voices

The summit featured thought leaders from across the globe, who shared their expertise and predictions for the OOH industry's future:

• Ralph Gonsalves, CEO of VGI Global Media: Gonsalves discussed the growing importance of connecting physical spaces with digital experiences to create more engaging and memorable OOH campaigns.
• Khaled Fadly, Chief Commercial Officer at Global Media Network: Fadly shared insights on the challenges and opportunities in OOH advertising in the Middle East, particularly regarding digital transformation and the integration of AI technologies into outdoor advertising.
• Sandra Wilson, Head of Strategy at Clear Channel International: Wilson spoke on the increasing role of data analytics and the potential for OOH to complement digital campaigns, blending both offline and online strategies to drive results.

The Role of AdTech

A major highlight of the summit was the emphasis on adtech's growing influence in the OOH sector. Adtech providers like Ströer, Adomni, Neuron and Hivestack took center stage, presenting their cutting-edge solutions for real-time bidding, programmatic DOOH, and data-driven campaign optimization. These technological innovations are transforming how OOH campaigns are executed and measured.

Networking and Collaboration

Image Source: Campaign ME

The summit provided ample networking opportunities, allowing advertisers, agencies, and media owners to engage in meaningful discussions and collaborations. This exchange of ideas and experiences was essential for fostering partnerships that will help propel the OOH sector forward in the years to come.

A Look Ahead

As the OOH advertising industry continues to innovate and evolve, the GCC OOH Industry Summit 2025 served as a testament to the immense potential within the sector. With global experts and regional leaders coming together, the event provided invaluable insights into the challenges and opportunities that will shape the future of outdoor advertising. The drive toward data-driven strategies, enhanced measurement tools, and the integration of digital technologies is set to redefine how brands communicate with consumers in the physical world.

As the sun sets on another successful summit, one thing is clear: the OOH advertising industry is primed for transformation, and the future looks brighter than ever.

Conclusion

The GCC OOH Industry Summit 2025 was a pivotal event, showcasing how the intersection of technology, data, and creativity will redefine outdoor advertising in the Middle East. With global leaders sharing their expertise and offering actionable insights, the summit has set the stage for the next phase of OOH growth and innovation. As brands and media owners work together to harness the power of programmatic buying, digital billboards, and data, the future of OOH looks more exciting than ever before.