But at the recent Sign and Graphic Imaging (SGI) 2015 trade show in Dubai, the show’s special exhibit of the world’s best car wraps got 12,000 views — and these views counted.

According to a Trade Arabia article, the show, which displays sign, print work and graphic work from more than 400 exhibitors from 34 different countries, welcomes about 12,000 visitors each year who come from 78 countries and represent all areas of the industry.

This year, the SGI show’s organizers made a point to specifically highlight excellence in the car wrapping industry. According to a study conducted by consulting firm Frost and Sullivan, the car wrapping industry generates $250 million annually — and that’s just at a retail level, not taking commercial car wrap advertising into account.

“This is one of the most creative part of our shows and the car enthusiasts can definitely benefit from this live car wrap display,” Abdul Rahman Falaknaz, chairman of event organizers International Expo Consults (IEC), told Trade Arabia.

Car wraps themselves originated in the U.S., where they have primarily been used for advertising and marketing purposes. With their spread to Dubai, both marketing professionals and car enthusiasts alike are embracing car wrapping. A massive rise in consumer spending has led to more car wrap advertisements, and more disposable income allows people to seek out car wraps for their own vehicles.

For marketers, car wraps are one of the most effective and cost-efficient ways to advertise to consumers outdoors. For car owners, investing in a high-quality car wrap can allow one to get a custom-colored or finished car that won’t diminish in value.

“This medium reaches out to the masses and has been very effective,” said Sharif Rahman, CEO of IEC.