INSITE OOH Media Platform

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

Throughout February 2025, the UAE witnessed a dynamic D/OOH landscape with 110 campaigns appearing across Dubai, Sharjah, Ajman, and Ras Al Khaimah. The Real Estate sector remained the leading contributor, mirroring January's trend but with an increased number of campaigns. Foodservice and Furniture & Interiors also featured prominently, rounding out the top three sectors. Overall, February demonstrated a notable increase in D/OOH activity, with roughly 10% more campaigns launched compared to the preceding month of January.

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 February 2025, the Real Estate sector maintained its leading position in UAE outdoor advertising, accounting for 14% of all campaigns, consistent with the previous month's activity.

Most Used OOH Format 

Regarding the Real Estate sector, hoardings were the most utilized advertising format, with digital screens being the second most popular choice, showing a slightly lower adoption rate than hoardings.

Foodservice

The Foodservice sector accounted for roughly 9% of the UAE's outdoor advertising campaigns in February 2025, sharing the second position with the Furniture & Interiors sector.

Most Used OOH Format

Digital screens were the most common advertising format utilized by the Foodservice sector, with uni-poles and hoardings also employed, though to a lesser extent.

Furniture & Interiors

This sector represented 9% of all outdoor campaigns in February 2025, tying for a loose second position. Although this increase placed it within the top three sectors for the month, it continues to operate in a competitive landscape.

Most Used OOH Format 

The Furniture sector in February saw a notable distribution across three OOH formats: digital screens, hoardings, and uni-poles, each attracting a similar level of utilization.

New OOH Advertisers

February 2025 saw the introduction of 28 new advertisers to the OOH landscape, representing a marginal increase compared to January 2025.

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

Real Estate

GFS Developments

GFS Developments has made a striking entry into Dubai's dynamic outdoor advertising landscape with its first-ever D/OOH campaign. The campaign, strategically utilizing digital screens and lampposts, aims to amplify the company's brand presence and connect with a wide audience across the city.

True Future Real Estate Development

True has launched its debut outdoor advertising campaign in Dubai during the fourth week of January 2025. The campaign features large-scale billboards showcasing a modern high-rise building against a backdrop of a clear blue sky.

Green Gardenia Landscaping

Green Gardenia Landscaping made a brand-new OOH announcement in Dubai. As a force in the real estate and landscaping sector, their campaign enters one of the most competitive markets in the UAE, marking a step forward for awareness and visibility.

Dubai Hills Estate

Leading real estate developers Emaar has recently climbed up on Dubai’s DOOH arena with a new campaign for its project Dubai Hills Estate. This campaign is a relatively new one that was released during the second week of February using digital screens in the city of Dubai.

Verano by Prescott

Prescott Development launches a new innovative outdoor campaign for its latest project, Verano by Prescott, situated within Dubai Studio City. Following their prior appearance, Prescott Developments discloses the project’s exterior as a benchmark of resort-style living in the area.

Reportage Properties

Reportage Properties have joined the queue with a fresh OOH campaign. Reportage Properties is shifting their marketing to high-visibility outdoors, a serious move in extending the reach of its brand.

Damac Islands

This latest campaign for Damac Islands builds a world of exclusivity and luxury. This time, the campaign features none other than Bollywood legends Amitabh Bachchan, Sara Ali Khan and Ranveer Singh as the promotion's faces, a move that suggests a desire to not just sell homes, but tell stories.

Ever Glory Developments

Newly established real estate company, Ever Glory Developments, rises on Dubai’s Out-of-Home advertising platform with a new campaign. This is considered Ever Glory Development’s very first appearance on Dubai’s OOH scene.

Media & Broadcasting

tabii

For the first time, Tabii, the fast-growing digital streaming platform of Türkiye's national broadcaster TRT, launches a new out-of-home campaign across the United Arab Emirates. The campaign stops both existing and new audiences in their tracks with Tabii's most highly rated shows, along with the challenging slogan: "Are You Ready Enough?"

Kreator Talks

Media and broadcasting podcast, Kreator Plus, hosted by none other than Ahmed Nokari, has popped up on Dubai’s DOOH platform with a contemporary and captivating campaign. This is Kreator Plus’ very first appearance on UAE’s outdoor advertising scene. 

Foodservice

Salt Burger

Al Arabia is marking a significant milestone in the UAE’s advertising landscape, celebrating its 10th anniversary boldly and engagingly. Partnering with SALT Burger, the well-known food brand in the UAE, the company has launched a limited-time campaign that blends Out-of-Home (OOH) advertising with an irresistible food offer.

Shake Shack

Prime foodservice and restaurant branch Shake Shack rises on Dubai’s outdoor advertising scene with a new digital Out-of-Home campaign promoting its delicious and hunger-triggering burgers. This is considered Shake Shack’s very first appearance on Dubai’s screens.

The Butcher Shop & Grill

The Butcher Shop & Grill’s latest digital campaign. The campaign isn’t just about their new location; it’s also a bold statement of the brand’s South African roots and how they mix seamlessly with Middle Eastern and Dubai cosmopolitan flair.

Events & Exhibitions

Sharjah Biennial 16

Distinctive OOH Campaign in UAE makes a clear statement about “Sharjah Biennial 16: to carry”, an event that will bring together over 100 artists from more than 50 countries, presenting works that delve into the interconnectedness of cultural heritage and global futures

FOAP Marathon

An OOH for the 12th Charitable FOAP (Friends of Arthritis Patients) Marathon, scheduled to take place on February 9, 2025. This mega event is expected to attract more than 8,000 participants from public and private schools, universities, sports clubs, hospitals, and is inclusive of people with disabilities. 

Surf Abu Dhabi Pro

This February, the World Surf League Championship (WSL) Tour will break new ground by hosting its first-ever event in the Middle East. The pioneering real estate company Modon, is prominently displayed on the billboards, indicating that it will be hosting and sponsoring the event, as well as advertising for the campaign. 

Hospitality & Tourism

Mleiha National Park

Mleiha National Park released an OOH campaign in the first week of February promoting their offerings. The multiformat utilizes hoardings, wall wrapping, lampposts, and digital screens. The brand offers more than just mediocre locations and activities but offers the fundamental pillars to create a joyful, meaningful experience.

Visit Britain

In an effort to attract tourists to the United Kingdom, Visit Britain launches an outdoor campaign in prominent hotspots around the UAE. The campaign, with its bright pictures and humorous catchphrases, employs the broad popularity of British entertainment legends to attract tourists.

Fashion Wear

Fred Perry

Fred Perry has popped up on Dubai’s major outdoor advertising scene with a contemporary and captivating campaign that is bound to attract the attention of Dubai’s OOH audience. This is considered Fred Perry’s very first appearance on Dubai’s OOH scene. The campaign is a single-format one that utilizes uni-poles. 

Babyshop

Babyshop Stores launched an outdoor advertising campaign in the UAE during the first week of February 2025. Utilizing hoardings in Dubai and Sharjah, the campaign promotes the arrival of a new season with new prices.

Food & Beverages

Fulfil

Fulfil, the leading top-selling vitamin and protein bar brand, has built a daring feature into the UAE market by its debut outdoor campaign. Dynamic billboards in strategic locations are a reflection of the brand's bold personality with the Arabic tagline "A taste that challenges the ordinary.

Lamb Weston

Delicious food and beverage brand Lamb Weston,  climbs up on Dubai’s outdoor advertising platform with a new campaign that has a creative twist to it. This campaign is a relatively new one that was released during the third week of February.

L'OR

Lo’r has released a DOOH campaign in the second week of February keen to create attraction towards their product as they offer exquisite coffee for equally exquisite customers and have newly entered the market in UAE. This campaign utilizes digital screens.

Ceramics & Sanitary Ware

Eqwep/Duravit

Your Smart Choice by Eqwep and Duravit Placed on OOH, Duravit on this OOH proved its knack for captivating campaigns, this time with an eye-catching bridge billboard in the heart of Dubai. Known for its innovative bathroom solutions, Duravit uses this campaign to emphasize its dedication to customization and style. With the slogan “Your Choice. Your Colors.” 

Furniture & Interiors

Minotti

Minotti launched an OOH campaign in Dubai during the first week of February 2025, utilizing uni-poles to showcase their furniture offerings. The campaign emphasizes the brand's signature aesthetic of understated elegance and contemporary design.

Mobile Apps/Real Estate

Prypco Blocks

Prypco Blocks rises on Dubai’s digital outdoor advertising scene with a first-time campaign promoting its easy-to-use app and encouraging audiences to invest in rental and residential properties. This campaign is a relatively new one that was released during the first week of February and is considered a single-format campaign.

Cosmetics & Personal Care

NYX Professional Makeupc

NYX Professional Makeup has taken over Dubai’s streets with a DOOH campaign that turns heads. Using vibrant colors and a confident message, the campaign makes a strong statement about beauty, style, and self-expression.

Banking

Bank of Singapore

Bank of Singapore, formerly ING Asia Private Bank (acquired by OCBC in 2009), in the sector of Asia has entered Dubai's D/OOH advertising landscape for the first time as a new advertiser. 

Conclusion

In conclusion, the February 2025 OOH landscape in the UAE's key Emirates demonstrated robust activity, with Real Estate, Foodservice, and Furniture & Interiors emerging as the dominant sectors. Real Estate maintained its leading position, while Foodservice and Furniture & Interiors shared a strong second place. The month also welcomed a noteworthy number of new advertisers, signaling continued dynamism in the regional OOH market. These trends offer valuable insights for businesses considering leveraging the reach and impact of OOH advertising within their strategic marketing initiatives.