Dubai’s digital signage leaders gathered at the invidis Executive Club to explore global trends and their impact on the Middle East. From ROI-driven experiences to AI-powered content, the region is shifting away from wow-factor projects toward sustainable strategies. With fierce competition, commoditized LED, and a consolidating DooH market, the GCC is entering a new era of growth and transformation.
invidis Executive Club Dubai: Regional Insights and Global Trends
Following successful gatherings in Munich and Miami, invidis this week welcomed leading digital signage and DooH executives from across the Middle East to the invidis Executive Club in Dubai. The exclusive event organized jointly with Blue Rhine Industries brought together integrators, ISVs, visual solution providers, DooH media owners, and distributors at the elegant Dubai Arts Club Rooftop, offering uninterrupted views of the iconic Burj Khalifa and Downtown Dubai.
From Wow-Projects to ROI-Driven Experiences
The Middle East remains one of the most promising growth regions for digital signage and DooH. However, customers increasingly demand localized concepts rather than global one-size-fits-all solutions.
Industry leaders agreed: the era of “install-and-forget wow-projects” is fading. Today, experience plus ROI drives decision-making. While Saudi Arabia dominates headlines with giga-projects, many are scaled down or delayed. Still, business in the Kingdom remains strong, fueled by Vision 2030 and catch-up effects.
In the UAE – the region’s most mature market – competition is fierce and margins are under pressure. LCD screens have long been commoditized, and now LED is following suit, both outdoors and indoors. Price pressure is intense, with buyers often opting for the cheapest LED solutions.
invidis for more than 15 years on site in the region
invidis consulting is advising clients in the GCC region for more than 15 years. And we are planning to expand our presence considerably in 2026. More dedicated market research, dedicated GCC rankings and most prominent – DSS MENA will be back in October in Dubai.
Security, Software, and AI: Emerging Priorities
Similar to Europe and North America, government clients in the GCC increasingly avoid Made-in-China logic components or AI in security-sensitive projects, driven by regional concerns and U.S. influence.
Software and services remain less relevant than in Western markets, with trust in integrators playing a key role in partner selection. Projects tend to be smaller in scale, and while AI and data dominate strategic agendas in the UAE and KSA, most signage concepts still lack deep integration. For now, AI is primarily used in content creation, but its role in digital signage and DooH is set to grow rapidly.
DooH Consolidation and Dubai’s Rise
The DooH market is consolidating, with major players like Al Arabia and Multiply acquiring media networks and billboard locations. Dubai is finally emerging as the Dooh capital of the region, with large-format media façades and billboards dominating the cityscape. Indoor networks have long been digitized, and both categories are now fully programmatic.
Outlook 2026: Growth and Transformation
The MENA region’s GDP is projected to grow 3.6% YoY, outpacing global growth (3.1%). Qatar leads with 4.9%, followed by Egypt (4.4%), UAE (4.3%), and Saudi Arabia (3.6%), with non-oil GDP nearing 5% in both Gulf giants.
Stable inflation (~2%) and potential rate cuts could ease cost pressures. Digital transformation – especially AI integration – will be a key growth driver, supported by long-term strategies like Saudi Vision 2030 and the UAE National AI Strategy 2031.
