December 2024 UAE’s OOH Market Insights, Last Month of the Year Displayed Lower Activity!
This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in December 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 December 2024
During December 2024, approximately 100 D/OOH campaigns were launched across various sectors in Dubai, Sharjah, Ajman, and Ras Al Khaimah in December 2024. Real Estate, Fashion Wear, and Automotive are still the top 3 contributors, same as November 2024, but with Automotive climbing over the Fashion Wear to secure second place, and leaving the Real Estate on top. were the key contributors to this surge in OOH activity. It is also worth mentioning that December showed approximately 25% lower activity than November 2024 regarding the total number of D/OOH 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
During December 2024, the real estate sector represented approximately 16% of all outdoor advertising campaigns deployed in the UAE, thereby establishing its market dominance.
Most Used OOH Format
During this month approximately more than 85% of the Real Estate sector campaigns launched used hoarding, making it the most used format followed by the digital screens with lower than 50% of the campaigns using DOOH.
Automotive
During December 2024, the automotive sector accounted for approximately 13% of all outdoor advertising campaigns deployed in the UAE, thereby securing the second-largest market share.
Most Used OOH Format
Hoardings also is the most used format regarding Automotive sector related campaigns, followed by uni-poles and then digital screens.
Fashion Wear
The Fashion Wear roughly secured the third place during December 2024, accounting for 10% of all outdoor campaigns. This growth elevated the sector to the top three for the month while maintaining this position it is still a challenger sector in this industry.
Most Used OOH Format
Digital screens are the most used during Fashion Wear’s related D/OOH campaigns launched during this month, with 90% of the campaigns using it, followed by uni-poles.
New OOH Advertisers
December 2024 showcased a slight decrease in activity regarding the new advertisers than November 2024, with exactly a total of 21 new advertisers joining the OOH scene on the UAE.
Read about the New Advertisers and the conclusion on our website.
Real Estate
Burj Mayfair
BNW Developments and Burj Mayfair launched an OOH campaign in Dubai and Sharjah to promote the Legacy Concert featuring Asha Bhosle and Sonu Nigam. The concert will be held on December 29, 2024, at the Coca-Cola Arena.
RIVAGE Al Reem Island
Deyaar promotes Al Reem Island's Rivage, offering a serene escape, blending urban sophistication with waterfront tranquility. People have the opportunity to experience breathtaking views and a lifestyle where the sea is always present and that is made clear through the OOH campaign’s suitable visuals.
Beyond Developments
A new campaign as a debut for Beyond Developments on OOH, The new campaign colored Dubai’s streets in the second week of December upon Digital screens and hoarding billboards. Stunningly capturing the essence of the luxury waterfront lifestyle.
AYS Developers
A minimalist OOH campaign launched by AYS Developers in Dubai during the second week of December is generating excitement in the real estate sector, featuring the brand's logo and the tagline "Crafted for Connoisseurs."
Aljurf
Imkan has recently launched an OOH campaign to spotlight its luxurious Aljurf project. The campaign, which kicked off in the first week of December, utilizes hoarding OOH format and is located near the project site in Dubai.
Januss Developers
Januss Developers’ debut OOH, a company based in Dubai, is dedicated to transcending the ordinary in residential living, creating spaces that push design boundaries, offering a harmonious elegance, with a perfect balance between tradition and modernity.
Y A S Developers
Y A S Developers recently launched an OOH campaign on Dubai’s billboards in the UAE announcing Altia One project. This is Y A S Developers first OOH appearance on Dubai’s billboards and this campaign utilizes hoardings to raise awareness on the residential project.
Eden Hills
H&H, features Eden Hills on Dubai’s DOOH platform with a new advertising campaign. The campaign utilizes digital screens and is a single-format campaign. This is H&H’s first appearance on Dubai’s outdoor advertising scene and the campaign was released during the second week of December.
Dubai Residential
Dubai Residential launched a DOOH campaign across Dubai during the second week of December 2024, aiming to showcase luxurious living and invite viewers to begin "a new chapter of living." The campaign utilizes digital screens to maximize visibility and impact, presenting a visually stunning image of a modern residential property.
SOL Properties
Sol Properties released an OOH campaign enhancing the public's vision on how they envision the future of residential opportunity in Dubai.An exceptional urban living experience is at hand with Solara Tower; the project features many aspects that put it above any residential opportunity starting with location.
Tarrad Development
Tarrad Development is a luxury real estate developer in Dubai, known for its high-quality projects and commitment to customer satisfaction, has recently climbed up on UAE’s OOH scene with a new outdoor advertising campaign for the first time.
One Central
Pantheon Developments has released a campaign in the fourth week of November promoting their new destination “One Central”. The project only offers studios and 1 & 2-bedroom apartments with very flexible payment methods and a 2027 completion date.
Cosmetics & Personal Care
Atkinsons
Atkinsons’ is on OOH for the first time launching two new fragrances. The OOH campaign is a single-format campaign that utilizes unipoles across Dubai and was released during the third week of December.
Zieda’s
Dubai’s luxury beauty landscape has welcomed an exciting new addition this December, as Zieda’s, the premium beauty salon for personal care, rolls out its latest digital out-of-home advertising campaign.
Rabanne
Rabanne, formerly known as Paco Rabanne, is a French luxury fashion house established in 1966 by the Spanish-born, French fashion designer Paco Rabanne. Rabanne is on Dubai’s DOOH platform with a first time campaign featuring supermodel Gigi Hadid advertising for its new fragrance Million Gold for her.
Automotive
Smart
Smart UAE has launched a D/OOH campaign in Dubai and Sharjah to promote its electric vehicles. Commencing in the second week of December 2024, the campaign utilizes digital screens and lampposts to capture the attention of urban commuters and residents.
Foodservice
Jollibee Chickenjoy
Jollibee’s debut OOH, the beloved Filipino fast-food chain, is the largest in the Philippines, operating over 1,500 stores across 17 countries. Known for its commitment to great-tasting, high-quality, and affordable food, Jollibee has become a symbol of Filipino pride and a global ambassador of its cuisine.
Media & Broadcasting
Sharjah Quran
Sharjah Quran the TV channel has released an OOH campaign in the first week of December reintroducing themselves while also reminding bystanders of their history of being the first to ever be a channel for reciting the holy Quran in the country.
Public Administration
Dubai Data and Statistics
For the very first time, Dubai Digital Authority (DDA) has launched an OOH campaign to create awareness about the importance of data sharing for the future of the emirate. "Share Your Data …. for a Better Tomorrow" is the striking slogan of the campaign, appearing on billboards across the city.
Transportation
Parkin
Parkin has released a D/OOH campaign in the first week of December in an attempt to raise awareness about their offerings in a bold move to create an intriguing alternative to the irritating problem of parking slots the campaign utilizes hoardings, digital screens, and unipoles.
Retail Shopping
Abu Dhabi Retail
Abu Dhabi Retail, in partnership with the Abu Dhabi Investment Office, has unveiled a digital campaign in Dubai. This seasonal initiative highlights Abu Dhabi’s commitment to offering world-class retail experiences.
Conclusion
In conclusion, while December 2024 witnessed a decrease of approximately 25% in overall D/OOH campaign activity compared to November, the UAE's OOH market remained a significant platform for key industry sectors. Real Estate maintained its dominance, capturing the largest share of advertising spend at 16%, primarily utilizing hoardings as its preferred format. The Automotive sector ascended to second place with 13% of campaigns, also favoring hoardings, followed by Fashion Wear at 10%, which predominantly leveraged digital screens. Notably, the number of new advertisers showcased a slight decrease than the previous month with a total of 21 new joiners, indicating a sustained interest in exploring OOH opportunities. Despite the month-over-month decline in total campaigns, the consistent performance of key sectors and the influx of new advertisers reinforce the strategic importance of OOH advertising within the UAE's marketing landscape. Businesses should continue to consider OOH as a valuable component of their marketing mix, leveraging its ability to reach broad audiences and enhance brand visibility, particularly through strategically chosen formats and targeted campaigns. Further research and analysis of evolving trends will be crucial for optimizing future OOH investments in this dynamic market.
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