This report examines the OOH advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in September 2024. It provides relevant information on important industry sectors as well as new OOH advertisers, with the purpose of supporting businesses in the region in making more informed strategic decisions about their OOH campaigns. Businesses in the region should use OOH advertising in their marketing mix. OOH advertising may be a powerful tool for reaching a big audience and increasing brand awareness. It can also be used to direct customers to retailers and websites. It is worth noting that one campaign could be included and counted in two different industries. For example, a campaign for a new mobile device could be counted in both the Mobile Devices and Retail Shopping industries. Key Events in September 2024 Automotive, Jewelry, and Real Estate as the top 3 industries regarding the number of related D/OOH campaigns launched during September 2024, accompanied by the rest of the sectors with more than 80 D/OOH campaigns launched in Dubai, Sharjah, Ajman, and Ras Al Khaimah during September 2024. During this month the whole activity of OOH showcased an increase in activity with a noticeable decrease in the Real Estate sector’s activity even with securing the third position in the D/OOH race. Business Sector Analysis The International Standard Industrial Classification (ISIC) system is used to classify brands and advertising in the study. This guarantees that the report appropriately portrays the scope of outdoor advertising activity in the UAE. Based on its business operations, each brand is assigned to a certain advertiser and classified into an industry sector. If an advertiser owns many brands in different industries, each brand is classified independently depending on its commercial operations rather than merely reflecting the parent company's industry. Using this methodology, the research identifies and analyzes the most active industry sectors in the UAE that use out-of-home (OOH) and digital OOH advertising. These findings accurately depict the firms that are investing the most on outdoor advertising to reach their target demographics. Automotive The Automotive sector showed dominance in the UAE's outdoor advertising scene, capturing approximately 13% share of all campaigns in September 2024. Most Used OOH Format Hoardings were the preferred outdoor advertising format for Automotive campaigns in September 2024, with uni-poles coming in second. Jewelry After Automotive, Jewelry was the next major player in UAE outdoor advertising in September 2024. The Jewelry industry claimed approximately 11% of the D/OOH campaigns. Most Used OOH Format In September 2024, digital screens and uni-poles emerged as the primary 2 outdoor advertising formats for Jewelry campaigns, followed closely by hoardings. Real Estate With approximately 9% of all outdoor advertising campaigns in September 2024, the Real Estate industry showcased a decrease in activity regarding the number of related campaigns launched. Most Used OOH Format Hoardings was the most used and dominant OOH format used during September 2024 in the Real Estate campaigns launched. New OOH Advertisers September 2024 saw a surge in new advertisers entering the UAE OOH market, with 20 newcomers joining the scene. Read about the New Advertisers and the conclusion on our website. Automotive RAM The American brand Ram Trucks’s campaign has lately visited Dubai’s OOH for the first time this September, introducing its mid-weight pickups and heavy-duty trucks, focusing on the RAM 1500 line-up which takes on the challenge and problems, combining a class-exclusive V8 Hemi powertrain with a legendary 4.5-tonne max braked towing capacity. Genesis Juma Al Majid Holding Group LLC has made a splash in the UAE outdoor advertising landscape with its OOH campaign for the Genesis car brand. The campaign, which launched in the second week of September, showcases the highly anticipated GV80 and GV80 Coupe models. Real Estate Source of Fate Properties Source of Fate Properties has unveiled its first out-of-home campaign in Dubai. The campaign aims to strengthen brand awareness and showcase the company's commitment to real estate development. One Development One Development,a progressive boutique developer committed to creating customized, modern, and connected communities, its first campaign has been witnessed on Dubai's billboards. The company approaches development from a customer-first perspective, aiming to create experiences for its clients and conduct operations with integrity in its projects. BNW Developments BNW Developments on UAE’s OOH scene for the very first time. The campaign boasts the slogan Unlock Luxury Real Estate and notes the tagline Shaping the Future. This not only adds value to the premium properties offered but also introduces BNW as a leading company in the luxury real estate market. Dubai Harbour Residences Dubai Harbour Residences’ first OOH campaign is designed to capture the attention of people passing by. Placed along busy roads, the hoardings, and digital screens instantly communicate the upscale nature of the property. Events & Exhibitions Gulfood Green Gulfood Green 2024 has appeared in Dubai's OOH spaces with a campaign declaring its unprecedented vital platform to accelerate a new green food economy and exchange ideas on technology, regulations, practices, transformative trends, and solutions for achieving sustainability Automotive Fortune Tire Fortune Tire offers a complete range of high-quality tires and services, tailored for passenger cars, SUVs, commercial vans, trucks, buses, and the specialty trailer. In its inaugural OOH advertisement in UAE, Fortune Tires highlights its dedication to quality and safety by featuring a die-cut notion for its tire. Shopping Malls Times Square Center Dubai Times Square Center Dubai, a cherished member of Sharaf Group, has made its debut into the world of OOH advertising. The campaign, launched in the second week of September, showcases the vibrant spirit of the shopping center and its commitment to the local community. Banking | Insurance Protego.ae RAKBANK has released a creative concept campaign promoting a new route to deal with insurance via Protego that offers a variety of insurances from home, car, and travel insurance an offering that is very intriguing as for any interested individuals that are interested in insurance all while offering everything via a click of a button. Public Administration Sheikh Sultan Award For the very first time, the prestigious Sheikh Sultan Award’s campaign is paraded on UAE’s billboards encouraging the youth to find their passion and win. The award is set to start on the 1st of September 2024 and commence on the 1st of May 2025. Healthcare Prime Medical Center Prime Medical Center, a healthcare provider in the UAE, has launched an Out-of-Home advertising campaign to enhance its brand visibility and reach residents across Dubai and Sharjah. The campaign, which kicked off in the second week of September 2024, utilizes a strategic mix of bridge billboards, mega-coms, and uni-pole OOH formats to ensure maximum impact. Retail Shopping Landmark Group Landmark Group has launched an outdoor advertising campaign to commemorate its 50th anniversary. The campaign, which features hoardings in Dubai and Sharjah, showcases the group's journey of inspiration and growth. Education Toddler Town British Nursery Toddler Town British Nursery’s OOH, a premium British curriculum-based offers top-notch modern classrooms, healthy learning spaces, and dedicated children's play areas, fostering an environment where children can explore, learn, and develop key skills in a stimulating and safe setting. Springfield International School Pace Group’s new OOH campaign in the UAE is centered around affordability. Located in Ajman, the three main schools, Pace British School, Pace Modern British School, Pace Creative British School, and for the first time, Springfield International School with displays that are all beacons of British education in the UAE. Transportation | Events & Exhibitions Qatar Airways | Qatar Grand Prix Qatar Airways introduces a brand new, energetic outdoor advertising campaign, promoting what is going to be one of the most thrilling events of 2024, the Formula 1 Qatar Grand Prix. Spread across UAE’s busy streets, the new campaign holds the slogan Where Hearts Race, aiming to capture the essence of Formula 1 races, as well as enthralling the fans to enter to win an experience of a lifetime. Financial Services Galadari Brothers Galadari Brothers launches its first D/OOH campaign on UAE’s outdoor advertising scene in Dubai and Sharjah. This campaign showcases different brands that trust Galadari Brothers with their growth. The campaign was launched during the first week of September 2024. Cosmetics & Personal Care Al Haramain Perfumes Al Haramain is a cosmetics company that has been around for the past fifty years a very respectable entity that had carried the tradition of Arabic scents with pride, however this campaign focuses on a new collection of oud based scents for both the day and night. Food & Beverages Nature Valley Founded in 1973, Nature Valley, the Snack Production Company debuted in OOH advertising and created brand awareness through an advertisement campaign, effectively communicating its core commitment to nature-inspired nutrition. Furniture & Interiors Ashley Furniture Homestore The American brand Ashley furniture retailer in its debut into outdoor advertising in the UAE, the global furniture brand has announced a new addition to the retail landscape in Sharjah and officially opened its doors in Al Zahia City Center, offering high-quality home furnishings directly from the United States. Conclusion This report provides a comprehensive analysis of the OOH advertising landscape in the UAE during September 2024. Key findings highlight the dominance of the Automotive, Jewelry, and Real Estate sectors in terms of OOH campaign activity. While the Real Estate sector experienced a slight decrease in activity, it still maintained a significant presence. Additionally, the emergence of 20 new advertisers underscores the growing importance of OOH advertising in the region. By understanding these trends, businesses can make informed decisions about their OOH strategies, optimize their media budgets, and effectively reach their target audiences.
