IAB MENA Highlights DOOH and pDOOH Growth in Upcoming Session

The Interactive Advertising Bureau Middle East and North Africa (IAB MENA) will host a Growth Series session on April 14, focusing on the development of digital out-of-home (DOOH) and programmatic DOOH (pDOOH) in the region.

Industry experts including Henrietta Shakespeare, Yasmine Al-Turk, Dom Kozak, and Layan Al Turk will discuss how data and automation are reshaping outdoor advertising strategies.

DOOH is increasingly seen as a key part of omnichannel marketing, enhancing the effectiveness of digital platforms such as mobile and social media.  Programmatic capabilities are further driving this shift by enabling real-time targeting and measurable campaign outcomes.

With continued investment in digital infrastructure across MENA, pDOOH is emerging as a critical channel connecting physical and digital media.