What innovations are excepted and also have happened in the OOH industry in the GCC region?

I will focus primarily  that in the Arabic countries culture comes to play  the way an advertising strategy is to be shaped and developed.Arabic culture is intrinsically associated with Islam.Religion with cultural values comes at play and displays it immense impact on the lives of the people.It brings us to conclude that an in depth research into the cultural field is required by the advertisers before attempting to advertise in the Arab world.What is of utmost importance to them is the social chemistry created by the message.