This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in November 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 November 2024 Over 130 D/OOH campaigns were launched across various sectors in Dubai, Sharjah, Ajman, and Ras Al Khaimah in November 2024. Real Estate, Fashion Wear, and Automotive were the key contributors to this surge in OOH activity. Real Estate, in particular, significantly increased its campaign presence, reinforcing its leading position in the OOH market, another noticeable finding that the Fashion Wear and Automotive scored a draw this month regarding the number of campaigns launched. 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 captured approximately 14% of all outdoor advertising campaigns launched in the UAE during November 2024, solidifying its position as the dominant industry in the market. Most Used OOH Format Hoarding was the most used OOH format during November 2024 for the Real Estate related D/OOH campaigns launched, followed by hoarding and then digital screens. Automotive In November 2024, the Automotive and Fashion Wear industries tied for the second-largest share of the UAE's outdoor advertising market, each contributing approximately 9% of all campaigns launched. Most Used OOH Format Hoarding wins this sector’s most used OOH formats, followed by a strong competition from digital screens as well, only enough to get the digital screens in second place. Fashion Wear The Fashion Wear industry experienced a surge in OOH advertising in November 2024, accounting for roughly 9% of all outdoor campaigns. This growth elevated the sector to the top three for the month, sharing the position with the Automotive industry. Most Used OOH Format Digital Screens format won the formats race regarding the Fashion Wear related D/OOH campaigns launched during November 2024, followed by Hoardings. New OOH Advertisers November 2024 showcased a lower activity regarding the new advertisers than October 2024, with a total of 22 new advertisers. Still a good activity that displays how strong the outdoor advertising sector is in the UAE. Read about the New Advertisers and the conclusion on our website. Fashion Wear Longchamp Paris The French fashion and leather goods company established in Paris, Longchamp, has popped up on Dubai’s outdoor advertising arena for the first time with a new OOH campaign showcasing its new Fall/Winter bags collection called “Le Roseau.” Cosmetics & Personal Care Michael Kors Irina Shayk and Jon Kortajarena are the new brand ambassadors for Michael Kors’ new line of fragrances for both females and males and they star in the luxury brand’s new campaign on Dubai’s major OOH landscape. The campaign was released during the first week of November and this is Michael Kors’ first appearance on outdoor advertising media. Non-Profit Hre Development/Dubai Cares Hre Development and Dubai Cares collaborate to support education, children, and youth in developing countries, as part of Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI). The new campaign was released during the first week of November and utilizes digital screens to showcase a captivating and cheerful campaign grabbing Dubai’s outdoor advertising audience. Real Estate Skyrise Business Bay Dubai, known for its architectural marvels and innovative marketing, now features a standout campaign for Binghatti Skyrise in Business Bay. This campaign elevates OOH advertising with a sophisticated approach, reflecting the project's grandeur while captivating the attention of commuters in one of the city's busiest hubs. Palm Jebel Ali Nakheel has revealed a breathtaking new campaign in Dubai for the launch of Palm Jebel Ali, a whole new phase of luxurious villas promising to set new standards in waterfront living across Dubai. Nestled amidst serene waters and island beauty, the new phase at Palm Jebel Ali presents a curated selection of exquisitely designed villas, ranging from 5 to 7 bedrooms. SAAS Hills Saas Hills campaign is a prime example of how luxury real estate brands are utilizing DOOH to captivate audiences in a competitive market. This campaign seamlessly merges visual appeal with targeted messaging, leaving a lasting impression on potential investors and residents. Beach Walk Residence Imtiaz Developments launched a DOOH campaign in Dubai during the third week of October 2024 to promote their Beach Walk Residence project. The campaign utilized digital screens placed throughout the city of Dubai to reach a wide audience, following the developer’s previous OOH during August 2024. EDGE Raha Island Rak Properties has launched an OOH campaign to showcase its prestigious project, EDGE, located on the serene Raha Island. The campaign utilizes a combination of uni-poles, lampposts, and hoardings strategically placed in Ajman, Sharjah, and Ras Al Khaimah. Mobile Apps Nukta As digital media consumption evolves, the Nukta platform appears to lead the charge in providing solutions for audiences seeking quality content. Nukta's debut OOH campaign hits UAE’s OOH to introduce itself. Automotive ZEEKR A debut OOH campaign by ZEEKR to manifest the spirit of innovation and excellence that emanates from every core of the brand. The use of digital screens format allows for big displays, ensuring maximum visibility and engagement with the target audience. XPENG In Dubai and Sharjah, for the first time an OOH showcasing the neat design of the XPENG G6 and G9 models, the spacious and very well-equipped auto, plus a competitive range and quick charging speeds, with cutting-edge control screens with an interior design that elevate comfort, the screens wisely show off the car’s features in fluid motion. Foodservice La Mer South Dubai/J1Beach Dubai J1Beach promotes La Mer South Dubai, a premier dining destination in Dubai with a DOOH campaign to promote its exquisite culinary offerings. The campaign features a digital billboard showcasing the brand's signature aesthetic and highlighting its location at La Mer South Dubai. Financial Services/Banking Ruya Ruya, a digital-first Islamic bank in the UAE, has recently launched an OOH campaign to encourage residents to transfer their salaries to the bank. The campaign, seen in the second week of November 2024, utilizes bridge billboard format in Dubai. Public Administration UAE Year of Sustainability UAE’s Year of Sustainability leads in a new wave of change for the UAE's 53rd anniversary celebrations with an innovative outdoors advertising campaign for sustainability. The new campaign Sustainability Starts at Home seeks to inspire individuals towards sustainable living and shared responsibility for the future of the environment. Plant The Emirates The launching of the PLANT THE EMIRATES national program. Inaugurating this new initiative, an effective outdoor advertising campaign has just been revealed across the country to inspire and educate its nationals on the value of agriculture within the UAE. Zayed And Rashed Zayed And Rashid’s OOH campaign showcases stunning artwork in honor of the values of Sheikh Zayed bin Sultan Al Nahyan and Sheikh Rashid bin Saeed Al Maktoum, which have stood the test of time and have enabled this prestigious country to celebrate yet another union Day, Eid Al Etihad. Shopping Malls/Real Estate Al Hamra Mall Aldar Properties launched an OOH campaign during the fourth week of October 2024 to highlight the recent transformation of Al Hamra Mall. The campaign utilized uni-poles and lampposts in key locations across Ras Al Khaimah and Umm Al Quwain. Events & Exhibitions Dubai Design Week Dubai Design Week’s OOH for the region's design festival presenting the possibilities of what can be achieved through design, reflecting Dubai's position as the design capital of the Middle East, held under the patronage of Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture & Arts Authority. Entertainment Perform Sharjah Perform Sharjah is back for a third season, courtesy of the Sharjah Art Foundation and is gracing billboards across the emirate of Sharjah. This year's promotional campaign for Perform Sharjah gives sneak peeks into some of this season's most anticipated entertainment performances, featuring well-known figures such as Sayed Ragab and creative duos such as Joana Hadjithomas and Khalil Joreige. Insurance Daman Daman, the largest health insurance provider in Abu Dhabi and the third largest in Dubai, is headquartered in Abu Dhabi., has launched a new D/OOH campaign to promote its tailored health insurance solutions for businesses in the Northern Emirates. Information Technology Builder.ai Builder.ai, a global leading technology company, is currently running an OOH campaign in Dubai, declaring its presence on bridge billboards. The campaign positioned Builder for Software Creation with AI with a clear focus on driving the future of software development. Transportation ITA Airways ITA Airways is sending ripples across the UAE transport sector by launching a new out-of-home campaign to promote their new route between Dubai and Rome, launched on October 28. ITA Airways is the flag carrier of Italy, owned by the Government of Italy via the Ministry of Economy and Finance. Conclusion November 2024 marked a significant period for the UAE's OOH advertising landscape, with Real Estate emerging as the dominant industry. This sector's substantial investment in OOH campaigns underscores its strategic importance in reaching a wide audience. The Automotive and Fashion Wear industries also made notable contributions, showcasing their continued reliance on OOH to drive brand awareness and sales. The diverse range of OOH formats utilized, including hoardings and digital screens, demonstrates the flexibility and effectiveness of OOH advertising in capturing consumer attention across various demographics. As the UAE's economy continues to thrive, the OOH advertising industry is poised for further growth, offering businesses a powerful platform to connect with their target audience.
