Abu Dhabi OOH “still buoyant while Dubai slumps”
Out-of-home rates are remaining stable in Abu Dhabi despite plummeting in neighbour Dubai, once the hot spot of Middle Eastern advertising, according to local reports.
The sector in Dubai is understood to have been hit badly by an over-supply of advertising sites and a collapse in the property market.
Outdoor rates there are believed to have dropped by 50 percent in the first quarter of this year compared with the same quarter in 2008 – a far steeper slump than that suffered by the United Arab Emirates (UAE) advertising market as a whole, which was 26 percent down in the first quarter against the previous year, according to the Pan Arab Research Center.
And even a second-quarter recovery still leaves Dubai rates 15-20 percent down on the previous year.
The out-of-home sector in Abu Dhabi has benefited from financial-services and government advertising and reportedly has been able to hold rates steady, while Dubai media owners are offering deep discounts. Last year, by contrast, Dubai’s out-of-home rates were typically five times Abu Dhabi’s.
Abu Dhabi will this autumn host a digital-signage forum at the Signage, Imaging and Media (SIM) exhibition.
Pan Arab Research Center
www.sim-expo.com
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Why advertising market dropped in UAE - Dubai
Posted 29/07/09 11:45 by Claude HAGEGE
During the past 4 years 70% of advertising budget was done by Reak Estate with the boom of construction and sales marketing plans. With the end of main construction sites projects, the cancellation and/or hold on of others and the crisis crunch, advertising media is no more a priority for this market players. But we can see a new wave of advertisers coming to the arena, we can see also that media agencies are moving from brand promotion to products promotion.