INSITE OOH Media Platform

D/OOH advertising plays a massive role during Ramadan, as brands aim to capture high footfall and heavy traffic, especially around iftar and suhoor hours. With people commuting, shopping, and dining out more frequently, billboards and digital screen ads become extremely valuable because of high traffic, increased consumer spending, and brand competition.

With this unusual road movement, placing interesting OOH campaigns is vital, as it’s a golden opportunity for advertisers to boost brand awareness and sales, as consumer spending surges on essentials, gifts, and treats. This holy month offers a unique opportunity for brands across industries to connect with audiences on a deeper level.

But which industries previously dominated the D/OOH scene during Ramadan? According to MOOH, despite monthly fluctuations in Ramadan 2024, the D/OOH sector experienced a remarkable 9.5% increase in occupancy compared to the same season in 2023. Sector-wise, the real estate industry saw a slight decline of 0.2%, while telecommunications grew by 0.9%. Media & broadcasting, however, recorded a 2.1% drop in activity. On the other hand, the food service sector witnessed a 1.7% increase, and financial services saw a 2% rise in outdoor advertising activity year over year.

Another key aspect to explore when discussing Ramadan D/OOH advertising is how different industries strategically leverage this high-impact medium. While certain sectors naturally dominate the scene year after year, the opportunity isn’t limited to industries directly tied to Ramadan habits.

Take Food & Beverages, for example—its presence in Ramadan advertising is almost a given, as it seamlessly aligns with the month’s distinct eating patterns. However, brands across industries like telecommunications, non-profit, food service, and real estate also capitalize on this period, proving that a brand doesn’t need to be Ramadan-centric to thrive in this season. With the right messaging and strategic placements, any industry can tap into heightened consumer engagement and spending trends during Ramadan.

Ramadan is the most important season for D/OOH advertising, even more than Black Friday and New Year, due to its month-long consumer engagement, cultural significance, and high-impact purchasing behavior. Unlike Black Friday, which is driven by discounts for a single day, or New Year, which focuses on entertainment and travel, Ramadan fuels planned and necessity-based spending across multiple industries, including food & beverage, retail shopping, telecom, financial services, and real estate. The pre-Iftar and Suhoor hours see peak traffic, making OOH placements highly valuable as brands compete for audience attention. Additionally, Ramadan advertising is not just about promotions—it taps into deep emotional and cultural connections, reinforcing brand loyalty. With premium billboard locations selling out early and ad costs rising, brands must secure prime spots well in advance, making Ramadan the most competitive and lucrative season for OOH advertising.

Ramadan is the undisputed peak season for D/OOH advertising, offering brands an unparalleled opportunity to engage with consumers in a highly receptive and emotionally charged environment. With extended consumer engagement, increased spending, and heightened competition across industries, securing strategic placements early is crucial for brands looking to make a lasting impact. As the demand for premium OOH spaces continues to rise, advertisers must craft compelling, culturally resonant campaigns to cut through the noise and maximize visibility. In a landscape where brand awareness and loyalty are at their highest stakes, Ramadan remains the golden window for brands to connect, influence, and drive sales like no other season.

Stay tuned for episode 3 of Ramadan Billboards series to get to know about advertisers and brands and how they are making the most of this Ramadan season with impactful D/OOH campaigns.