This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in October 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 October 2024 Real Estate, Automotive, and Cosmetics emerged as the top three industries driving Dubai, Sharjah, Ajman, and Ras Al Khaimah's Out-of-Home (OOH) advertising landscape in October 2024. These sectors collectively launched over 100 D/OOH campaigns, significantly contributing to the month's overall OOH activity surge. Notably, Real Estate took the lead, showcasing a remarkable increase in campaign presence and solidifying its position as the dominant force in the OOH race. Business Sector Analysis The study utilizes the ISIC system to precisely categorize brands and their advertising efforts. By examining each brand's primary business operations, the research identifies the key industry sectors that significantly invest in OOH and digital OOH advertising within the UAE. Real Estate The Real Estate sector asserted its dominance in the UAE's outdoor advertising landscape during October 2024, accounting for approximately 14% of all campaigns launched that month. Most Used OOH Format Hoardings were the most commonly used OOH format for Real Estate D/OOH campaigns in the UAE, followed by digital screens. Automotive Following the dominance of Real Estate, the Automotive industry emerged as the second-largest player in UAE's outdoor advertising landscape during October 2024. This sector accounted for approximately 10% of all Digital Out-of-Home (D/OOH) campaigns launched that month. Most Used OOH Format Hoardings were the most prevalent OOH format used by the Cosmetics industry, followed by uni-poles and digital screens. Cosmetics & Personal Care The Cosmetics industry noticeably increased its OOH advertising activity in October 2024, accounting for approximately 7% of all outdoor campaigns during the month. Most Used OOH Format Digital screens was the most used and dominant OOH format used during October 2024 in the Cosmetics & Personal Care campaigns launched. New OOH Advertisers October 2024 marked a significant milestone for the UAE OOH market, with a substantial influx of 31 new advertisers. This surge underscores the growing popularity and effectiveness of OOH advertising in reaching target audiences. Read about the New Advertisers and the conclusion on our website. Web Portals Opensooq OpenSooq, a well-known online marketplace, has launched its first-ever OOH campaign in Ajman and Sharjah, aiming to expand its reach and visibility beyond the digital realm. By utilizing a mix of advertising formats, including Hoarding, Uni-Pole, Digital Screen, and Mega Com, the platform targets diverse audiences with a clear, straightforward message: Sell Anything and Buy Now. Cosmetics & Personal Care French Avenue French Avenue, a fragrance brand by Fragrance World, has entered the UAE OOH market with a campaign aimed at promoting its availability on Amazon. The campaign features a combination of hoarding and unipole billboards placed in Dubai and Sharjah. The billboards prominently display the French Avenue logo, accompanied by the tagline For those who desire. Shark FlexStyle A new D/OOH campaign has been launched in the UAE to promote the Shark FlexStyle air styling & drying system. This marks the first time the product has been showcased on Dubai's streets, utilizing digital screens and lamppost OOH formats. The campaign's visuals highlight the product and brand identity, accompanied by the taglines Rotate from dryer to styler and For all hair kinds. V Perfumes V Perfumes climbs up on UAE’s outdoor advertising scene for the first time raising awareness for the luxurious fragrance store. The OOH campaign utilizes megacoms and lampposts across Sharjah and the new campaign was released in the second week of October 2024. The ad copy uses the slogan “Your Fragrance Destination!” to attract consumers’ attention while prominently showcasing V Perfumes’ elegant logo design. Kérastase Paris Acclaimed American actress Sydney Sweeney dazzles Dubai’s major digital screens and hoardings promoting Kérastase Paris’ new product “Elixir Ultime.” This is the French luxury hair and scalp care line’s first appearance on UAE’s outdoor advertising platform. This campaign was launched during the first week of October 2024. Huda Beauty Sephora recently launched a D/OOH advertising campaign across Dubai in the UAE. The campaign utilizes digital screens to showcase Huda Beauty’s new “Easy Blur” collection and collaboration with powerful and prestigious cosmetics and beauty brand Sephora. Huda Kattan is an American makeup artist, beauty blogger, and entrepreneur. She is the founder of the cosmetics line Huda Beauty. Public Administration Emirates Society For Consumer Protection In the public administration sector, the Emirates Society For Consumer Protection is blasting up a storm on the UAE’s billboards. In a campaign by the Government of Sharjah, the non-profit organization floods UAE citizens with a plethora of familiar logos, reassuring them that their rights are protected. It handles and investigates consumer complaints, coordinating with relevant parties. Dubai Integrated Economic Zones (DIEZ) Dubai Integrated Economic Zones (DIEZ) climbs up on Dubai’s prime D/OOH advertising scene launching a new campaign using the main tagline “Go Beyond.” This multi-format campaign utilizes digital screens and unipoles to showcase the various economic zones provided by DIEZ. This is DIEZ’s very first appearance on billboards since there are no previous campaigns. Financial Services Naqdi For the first time, Naqdi kicks off its new outdoor campaign to promote its portfolio of over 15,000 instruments across seven international markets. The move underlines the diversity of their instruments but is also a show of commitment to state-of-the-art technology and regulatory compliance by providing unparalleled speed and precision in trade execution. Real Estate Violet Tower For the first time, Violet Towers by DAMAC Properties, the architectural marvel right in the middle of Jumeirah Village Circle, rises on UAE’s billboards with an OOH campaign to promote the lavish 1 and 2 bedroom apartments. The breathtaking glimpses of the Violet Tower skyscraper present in the ads showcase modern architectural design with an element of elegance in its facade. Dugasta Properties Dugasta Properties' outdoor advertising campaign in the UAE to showcase its latest investment opportunity. The campaign, utilizing the hoarding OOH format, launched for the first time during the first week of October 2024 in Dubai. The campaign's visuals are characterized by a bold and minimalist design, featuring a stark black background that contrasts sharply with the vibrant pink and white text. Reef Luxury Developments Reef Luxury Developments, a real estate developer in the UAE, has launched its inaugural outdoor advertising campaign in the United Arab Emirates. The campaign features a hoarding OOH format in Dubai, reaching new audiences with its visually suitable design. The OOH advertisement showcases an image of a modern, luxurious living space, inviting viewers to envision the sophisticated lifestyle offered by Reef Developments. The Luxe Developers The Luxe Developers’ believe that future landmarks are all about individuality, quality, and luxury craftsmanship in the real estate, and it's showcased on billboards. Their projects are designed to reflect personal style while delivering experiences that feel elevated and unique. This is their first branding campaign, following their last one three months ago marketing for its first project. Prestige One Prestige One is calling all real estate mavens, market followers and football fans to Dubai’s OOH scene with their new creative concept campaign. Through this campaign, they’re announcing their partnership with AFA, Argentine Football Association, combining real estate with football, and merging cultures. The real estate brand is the official regional sponsor for AFA. El Prime Properties El Prime Properties recently launched an outdoor advertising campaign across Dubai in the UAE. This campaign utilizes hoardings to showcase its luxurious project “Trillium Heights.” The new campaign was launched during the first week of October 2024 and this is the real estate company’s very first appearance on OOH, as well as the brand’s. Alma Developments Alma Developments, one of the real estate pioneers in Dubai, switching up the game. In its first OOH campaign in the UAE, Alma Developments from the giant family business Almeera is emphasizing their commitment to “Buy with Trust, Live in Luxury”. With a rooftop pool on their billboards, what else could scream more luxury? Azizi Riviera Azizi Developments, following their prior Dubai South campaign for the grand opening of Azizi Venice, continues to capture attention with a new OOH campaign. This time, they leverage the classic hoarding medium to showcase the luxurious waterfront living experience of their development project, Riviera. Mak Developers MAK Developers burst into the real estate limelight of Dubai as an emerging visionary and very loudly at that, with its maiden OOH campaign showcasing l'sola Bella project in Dubai. Born from the reputed Al Hadaf Holdings, MAK is driven to change the face of real estate times by combining design excellence with research-driven insight. Regent Residences Dubai Sankari Place Regent Residences Dubai Sankari Place has taken a significant step in its marketing strategy by launching its first DOOH campaign in the UAE. Aimed at showcasing the exceptional lifestyle and architectural brilliance of The Regent Residences Dubai Sankari Place. The campaign's visuals are a testament to the project's grandeur and sophistication, prominently featuring the iconic Regent Residences logo, set against a backdrop of sleek, modern architecture. Beyond Properties For the first time Beyond Properties rises on UAE’s billboards with a new evocative outdoor advertising campaign. The feature captures the sense of home and growth through the powerful slogan IMAGINE accompanied by the tagline A home with lots of room to grow. Beyond Properties features an evocative visual of a little boy running on lush green grass toward a breathtakingly beautiful sunset. Bayz 102 Danube Properties makes its debut on UAE’s D/OOH medium launching a new project “BAYZ 102.” The campaign is widely distributed across Dubai and Sharjah utilizing unipoles, hoardings, digital screens, wall wrappings and lampposts making it a multi-format campaign. Retail Shopping Emax Emax is switching up the retail shopping game in Dubai with a new outdoor advertising campaign for the iPhone 16 pro. Emax stands as one of the leading electronics retailers in the region, part of Landmark Group. Founded in 2006 as part of the renowned Landmark Group in the UAE, Emax has expanded its reach to Oman and Qatar, operating over 37 stores. Events & Exhibitions Middle East Consumer Electronics Show The most powerful tech and consumer electronics show, the “Middle East Consumer Electronics Show” (MECES) 2024, has finally come to the UAE and has announced dates on Dubai’s primary billboard platform. The campaign utilizes bridge billboards to grab consumer attention and raise awareness on the upcoming event and exhibition. This new and first time OOH advertising campaign was released during the second week of October 2024, and is massively distributed across the busy streets of Dubai. Foodservice Chipotle Dubai's Jumeirah Beach Residence (JBR) has recently become the canvas for an innovative campaign brought by the Alshaya Group. This marks the first campaign to introduce Chipotle in the UAE, using digital screens and lampposts maximizes visibility, turning everyday commutes into engaging visual journeys. Mobile Apps/Education GoLearning One such platform leading the charge is GoLearning, brought to life by e& (formerly Etisalat Group). This October, GoLearning launched its very first DOOH campaign in Dubai, marking a new chapter in its journey to empower learners with thousands of courses right at their fingertips. Transportation Expedia The Leading online travel agency Expedia has taken its message into the digital world, tapping with an OOH campaign to expand its reach, allowing the traveling company to connect with a wider audience and travelers who meet its billboards, enhancing its brand presence in a way that’s impossible to ignore, encouraging people to think about their next journey with eye-catching visuals promising to make travel memorable, extending, and accessible. Automotive VGV VGV, under China National Heavy Duty Truck Group (SINOTRUK) covering a full range of commercial vehicle brands such as Yellow River, Shanteka, and VGV Haworth. With prices starting from just AED 73,000 ( including VAT), VGV's out-of-home advertisement has caught the attention of passersby on the billboards showcasing a rugged stylish SUV that suits work and leisure and offers the perfect balance of luxury and affordability. Prinx For the first time, Prinx, the leading name within automotive technology unleashes an exciting new outdoor advertising campaign across the United Arab Emirates. The campaign proudly features die-cut designs on billboards, creatively crafted to highlight Prinx's cutting-edge products: XNEX and XLAB silent technology for EVs, with the slogan Leave Your Mark leading the audience by example in innovation and sustainability. Healthcare American Academy of Cosmetic Surgery Hospital The American Academy of Cosmetic Surgery, (AACS) is the leading provider for cosmetic surgery practitioners from a diverse array of medical specialties. In its debut in the out-of-home spaces, the hospital prominently texts “one of the largest assembly of plastic surgeons! revealed its specialty in hair transplant, plastic surgery, and weight loss surgery. Insurance Al Fujairah National Insurance Company Al Fujairah National Insurance Company unveils arguably the most attractive outdoor advertisement campaign yet. The OOH campaign announces that for the first time, third-party insured motorists are covered against floods, which is considered a development that adds to the growing concerns over extreme weather conditions in the UAE. Steel Manufacturing Emsteel In a strategic move to strengthen its brand identity and align with its vision for a sustainable future, Emirates Steel Arkan has unveiled a new rebranding campaign. The campaign, launched in Dubai, UAE, during the fourth week of September 2024, features clear visuals that showcase the company's transformation. Conclusion October 2024 was a pivotal month for the UAE's OOH advertising industry, characterized by robust growth and increased diversification. The Real Estate, Automotive, and Cosmetics sectors emerged as key drivers, collectively launching over 100 D/OOH campaigns. Notably, the Real Estate sector solidified its dominance, accounting for a significant share of overall OOH activity. The influx of 31 new advertisers further underscores the growing popularity and effectiveness of OOH advertising in the UAE. As businesses recognize the power of OOH to reach diverse audiences, the industry is poised for continued expansion. To maximize the impact of their OOH campaigns, businesses should consider a strategic approach, carefully selecting formats, locations, and creative executions that align with their specific marketing objectives.
