Welcome to the inaugural Market Insights report for the United Arab Emirates, focusing on Dubai and Sharjah's dynamic out-of-home (OOH) industry activities in May 2023. This comprehensive analysis aims to provide valuable insights into key industry sectors and new advertisers making their mark in the OOH format. The report aims to equip businesses operating in the region with valuable OOH market intelligence. Key Events in May 2023 As the summer season approaches, several OOH campaigns have capitalized on the anticipated season by promoting exclusive offerings for the upcoming busy season. Business Sector Analysis We use the business sectors under the industry categorization of the ISIC to match the on-ground market activities known to the majority of professionals and non-professionals of the market. We assign every brand to the advertiser, the brand owner, as we categorize the advertiser under a certain business segment “Industry”. Sometimes, one advertiser has several brands with different activities, in this case, we categorize the brand business sector/industry, on its own instead of reflecting the owner advertiser industry on the brand. Following the criteria, the next lines will extend the explanation of the most active business sectors on the OOH/DOOH of the United Arab Emirates. Entertainment Dubai and Sharjah's OOH spaces have effectively showcased the diverse range of entertainment options available to residents. From theme parks and luxurious resorts to live music and movies, May witnessed the launch of 10 entertainment-related campaigns. Notably, digital screens were the preferred OOH format, employed in 50% of the campaigns. Foodservice Considering that approximately 90% of the population in Dubai and Sharjah comprises foreigners, the OOH spaces in May prominently featured advertisements for diverse cuisines. Campaigns showcased everything from burgers and fried chicken to pizzas and desserts, reflecting the multicultural culinary landscape. A total of 10 foodservice campaigns were launched during the month, with lampposts serving as the dominant OOH format, featured in 70% of the campaigns. Real Estate The real estate sector continues to flourish in the UAE, and in May, residential projects dominated OOH advertising spaces, accounting for 87% of campaigns. A total of 8 out-of-home campaigns were launched in Dubai and Sharjah, with digital screens being the preferred OOH format for promoting these projects. Read about the New Advertisers and the conclusion on our website. New Advertisers on OOH Dubai and Sharjah's OOH landscape welcomed 13 new advertisers in May 2023, each making their debut in out-of-home advertising. Entertainment One of the top charts industries, many competitive brands are racing to capture the attention of the Emarati audience. White Dubai Renowned as a popular nightlife destination, White Dubai made its first appearance in Dubai's OOH space to promote an upcoming late-night party featuring Black Coffee. Foodservice Another top chart industry, a very competitive one with a wide range of competitive brands on the Emarati OOH landscape. Filli Filli introduced its first out-of-home campaign, enticing viewers with authentic Foodless Noodles, as well as its signature Chai and Organic Cold Brew offerings. Real Estate As Emirates keeps developing and creating new residential, commercial, and recreation destinations, the industry always draws new advertisers and brands to the outdoor advertising scene. Omniyat Making a powerful branding statement, real estate developer Omniyat launched its first OOH campaign titled Art of Elevation. Fairmont Dubai Skyline RSG Group showcased its latest real estate project, Fairmont Dubai Skyline, through OOH advertising. The project offers high-end residential construction coupled with advanced facilities, positioning it as one of the most coveted properties in the region. Mobile Apps Among the thriving startup eco-system in the UAE, many mobile apps had popped up on the billboard lately. EMCAN To increase gas station traffic, EMCAN introduces on OOH its mobile app with many loyalty programs. COFE App COFE App, recognizing the vast and expanding coffee market in the UAE, seized the opportunity to launch its first out-of-home (OOH) campaign in Dubai. To entice passersby to download the app and indulge in the authentic Canadian signatured Tim Hortons products available. Fashion Wear Always comes in the top 10 advertising industries on the Emarati OOH landscape. FitFlop Recognizing the UAE residents' growing focus on health and well-being, Source Rite International Fzco launched its first OOH campaign, showcasing unique fit-flops designed to improve movement. Cole Haan Alyasra Fashion, the independent distributor of Cole Haan in the UAE, promoted their 5.ZEROGRAND running shoes via OOH advertising, emphasizing their health benefits. Jewelry One of the active industries on the billboards, it always records a strong existence with more than one brand advertising every month in the UAE. Citizen Watch Appealing to adventurous individuals, Citizen Watches Gulf Co. debuted in OOH advertising with its Blue Angle Timepiece, a model from the Promaster watch collection. Hospitality & Tourism With the UAE striving to become a premier tourist destination, the OOH campaigns in Dubai and Sharjah for May featured two new advertisers. Visit Al Ain Experience Abu Dhabi showcased a diverse range of attractions, including raceways, zoos, desserts, oases, and historical experiences through their Visit Al Ain outdoor campaign. Centara Mirage Beach Resort Dubai Centara Hotels & Resorts targeted family tourists with their OOH campaign, inviting them to book a Family Staycation at Centara Mirage Beach Resort Dubai. Events & Exhibitions Whether entertaining or business-driven, Dubai and Sharjah’s billboards consistently showcase upcoming Events & Exhibitions campaigns Acres Sharjah Real Estate Exhibition To capitalize on the thriving real estate industry, Acres Sharjah Real Estate Exhibition showcases its upcoming event, which was prominently promoted through OOH advertising. Public Administration One of the best ways to raise awareness for private, public, or governmental sectors for public administration initiatives is by using out-of-home. Weqayah Recognizing the growing value of the digital economy in the UAE, Weqayah is launched on OOH. This fire alarm system utilizes a smart monitoring system to enhance fire safety in commercial, industrial, and professional buildings, facilities, and warehouses in Ajman. Conclusion May 2023 witnessed an array of engaging OOH campaigns in Dubai and Sharjah, primarily in the entertainment and foodservice sectors. The report showcased the prominence of digital screens for entertainment campaigns, while lampposts dominated foodservice advertisements. Additionally, the real estate sector continues to thrive, with residential projects taking center stage in OOH advertising. The arrival of 13 new advertisers across various industries signifies the growing importance of OOH as a powerful medium for effective communication. From entertainment and foodservice to real estate, mobile apps, fashion wear, jewelry, hospitality, tourism, events, and public administration, these new advertisers reflect the diverse range of sectors leveraging OOH to capture audience attention. As Dubai and Sharjah's OOH industry evolves, businesses can use this market insight to understand the dynamics of the sector better, identify emerging trends, and make informed decisions to maximize the impact of their OOH campaigns.
