INSITE OOH Media Platform

This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in January 2025. 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 January 2025

During January 2025, approximately 100 D/OOH campaigns were launched across various sectors in Dubai, Sharjah, Ajman, and Ras Al Khaimah in January 2025. Real Estate, Fashion Wear, and Automotive are still the top 3 contributors, same as November 2025, 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 January showed approximately 25% lower activity than November 2025 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

In January 2025, real estate campaigns comprised 17% of UAE outdoor advertising, solidifying its position as the leading sector.

Most Used OOH Format 

Hoardings are the most used format during this month regarding Real Estate sector related campaigns, followed by digital screens.

Automotive

Approximately 10% of all outdoor advertising campaigns in the UAE during January 2025 were attributed to the automotive sector, placing it second.

Most Used OOH Format

In the automotive sector, hoardings were the primary advertising format, followed by digital screens.

Cosmetics & Personal Care

Accounting for 8% of all outdoor campaigns in January 2025, the Cosmetics & Personal Care sector secured a rough third place. While this growth positioned it among the top three sectors for the month, it still competes as a challenger in the industry.

Most Used OOH Format 

Digital screens are the most used during this month for Cosmetics & Personal Care’s related D/OOH campaigns launched during this month, with more than 50% of the campaigns using it, followed by a draw between uni-poles and hoardings.

New OOH Advertisers

There were 27 new advertisers in January 2025, indicating higher activity than December 2024.

Read about the New Advertisers and the conclusion on our website.

Real Estate

STAMN Development

STAMN Development has initiated a fresh OOH push in Dubai, employing hoarding structures. The placement of these advertisements across the city commenced from the third week of December 2024.

Sidr Residences

Sidr Residences has entered Dubai’s outdoor advertising sphere with a new public awareness initiative. The real estate endeavor is “Developed By Expo City Dubai” as indicated by the advertising visuals.

Lakeviews

Empire Developments’ OOH spanning Dubai and Sharjah aims to publicize its Lakeviews project. This effort utilizes expansive hoarding structures strategically positioned to amplify visibility and engage a broad demographic.

BT Properties

BT Properties has started the year with a prominent outdoor advertising campaign in Dubai. This recent real estate advertising further develops their narrative with the phrase "We promise. We deliver."

Samana Ocean Views by Elie Saab

Conceived to provide a luxurious sensory experience, Samana Ocean Views by Elie Saab embodies high-end living on Dubai's scenic Maldives Island and is disseminating its message throughout Dubai’s heavily trafficked areas via an outdoor advertising campaign.

Fahid Island

Aldar Properties launched a digital outdoor advertising campaign in Dubai during the second week of January to promote the high-profile Fahid Island development. This campaign employs digital screens to increase public knowledge of the project.

Park Five

Deyaar Development has introduced an outdoor advertising campaign in Dubai to market its Park Five project. This campaign utilizes large hoarding structures to communicate the project's essential attributes and lifestyle benefits, beginning in the first week of January 2025.

Takaya

Union Properties debuted its outdoor advertising campaign in the UAE, concentrated in Dubai, during the first week of January 2025. This campaign implemented both digital screen and traditional hoarding formats to promote their "Takaya" development.

S1 Tower

Al Thuriah launched an outdoor advertising campaign during the first week of January 2025 to publicize its S1 Tower in Al Mamzar, Sharjah. This campaign utilizes a combination of lamppost displays and creatively designed, custom-cut hoarding structures located throughout the streets of Sharjah city.

Ajmal Makan

Ajmal Makan Property has entered the expanding market of high-end real estate outdoor advertising by launching a new campaign in Sharjah. This large-format hoarding campaign revealed the brand's objective to strengthen its position in the competitive regional luxury real estate market.

Burj Azizi

Azizi Developments initiated an outdoor advertising campaign during the second week of January 2025, promoting its ambitious project, Burj Azizi Dubai. This campaign employs a large hoarding format positioned across Dubai to maximize visibility and generate public interest.

Lapis Properties

800-LAPIS is expanding across the UAE, redefining luxury real estate with a prominent outdoor advertising campaign launched by LAPIS Properties as its debut, marking a significant milestone for the Dubai-based real estate brand.

Fashion Wear

Emporio Armani

Emporio Armani initiated a digital out-of-home (DOOH) campaign in Dubai during the second week of January, utilizing digital screens across the city. This campaign follows their previous efforts to reinforce their modern perspective on luxury fashion.

Pinko

For its Fall/Winter 2024-25 campaign, PINKO once again features Mariacarla Boscono, the Italian actress and model, who captures the 'Always Pazzesco' essence. This campaign refines PINKO's style, with Boscono's iconic look of flawless skin, sleek hair, and red lipstick.

Carrera

Carrera launched its inaugural outdoor advertising campaign in Dubai at the start of the new year, utilizing digital out-of-home (DOOH) platforms to showcase its latest men's eyewear collection. This campaign is exclusively featured on digital screens.

Hospitality & Tourism

Abu Dhabi Culture

An awareness campaign has been introduced by the Department of Culture and Tourism Abu Dhabi to promote the emirate's vibrant cultural landscape. The campaign is designed to engage both residents and visitors, emphasizing the rich cultural heritage of the UAE.

Anantara Hotels & Resorts

In Dubai, Anantara Hotels & Resorts, a hospitality and tourism company from the UAE, has launched its first outdoor advertising campaign, featuring its luxurious Qasr Al Sarab Desert Resort and Sir Bani Yas Island Al Sahel Villa Resort.

Al Hosn Festival

Abu Dhabi Culture hosts the Al Hosn Festival at Qasr Al Hosn, the city's oldest stone building, to preserve and promote Emirati culture, connecting youth to their heritage and introducing visitors to UAE traditions and history through an OOH campaign.

Hospitality & Tourism/Transportation

OneClickDrive

A DOOH campaign has been launched in Dubai by OneClickDrive, a car rental platform operating in the UAE, to promote luxury car rentals to tourists and residents seeking premium travel solutions.

Pharmaceuticals & Biotech

SunShine Nutrition

To promote wellness, Sunshine Nutrition has launched an OOH campaign in Dubai, featuring a green backdrop and vitamin bottle. This strategic campaign leverages the city's energy to reach health-focused residents and tourists.

Veterinary Services

Purina Pro Plan

In a move to introduce itself to the Dubai market, Purina, a reputable pet nutrition company, launched a significant advertising initiative. This campaign featured a combination of conventional hoardings and interactive digital screens deployed across the city.

Cosmetics & Personal Care

Trendyol Beauty

To introduce its cosmetics line, Trendyol Beauty, under the umbrella of the mobile app and fashion brand, initiated a DOOH campaign in Dubai during the first week of January, marking its first outdoor advertising appearance.

Healthcare

Bliss Medical Center

Bliss Medical Center has entered the UAE's OOH advertising space with a campaign, shifting from digital and in-clinic branding to a larger outdoor presence among other healthcare clinics.

Foodservice

Kitopi

Kitopi, a leading cloud kitchen company, launched a DOOH campaign across Dubai during the third week of January to promote its diverse portfolio of restaurants, including Awani, Operation Falafel, and Taqado. The campaign utilizes digital screens to showcase the unique offerings of each brand.

Business Services/Financial Services

Arnifi

Business Services company Arnifi rises on Dubai’s major OOH platform with a new outdoor advertising campaign for its website and offered services. The campaign is a newly launched one which was released during the first week of January.

Automotive

VinFast

VinFast proudly presents its revolutionary electric SUV, the VF8, to the UAE market. Al Tayer Motors promotes this 2-row electric SUV with an OOH, with a focus on sustainability, positioning it to redefine the meaning of luxury, performance, and environmental consciousness.

Entertainment/Events & Exhibitions

MOTB

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

Despite a noticeable decrease in overall OOH campaign volume compared to previous months, January 2025 demonstrated the continued relevance of outdoor advertising within the UAE's competitive market. Notably, the real estate and automotive sectors maintained their dominance, showcasing the strategic importance of OOH for these industries. The observed shift in format preferences, with hoardings and digital screens remaining prominent, underscores the evolving nature of OOH advertising. Moreover, the increase in new advertisers signals a sustained interest in utilizing OOH to establish brand presence and reach target audiences. While the start of 2025 indicated a period of lower activity, the insights provided in this report offer valuable guidance for businesses seeking to optimize their OOH strategies and capitalize on the unique opportunities this medium presents. For a more detailed analysis and further exploration of emerging trends, we encourage readers to visit our website.