United Arab Emirates’ ad market dropped sharply in 2016, due to low oil prices and political uncertainty in the region. Despite adspend growing 4.5% in 2014, the political and economic picture will fuel adspend decline by 3.8% in 2015, and an estimated 17.3% in 2016, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
As low oil prices force the UAE to cut budgets, adspend will continue to fall 16.4% in 2017, and 9% in both 2018 and 2019, Zenith predicts. Unlike many other countries, UAE is led by outdoor advertising, followed by radio and cinema. Newspapers, television and magazines represent only a fraction of adspend in the UAE.