July’s 2023 Market Insights for the United Arab Emirates examines the evolving out-of-home advertising market in Dubai, Sharjah, Ajman, and Ras Al Khaimah during the month of July. The report aims to deliver valuable insights gleaned from a thorough analysis of significant industry sectors and new advertisers embracing the OOH advertising medium. The objective is to equip businesses operating in the region with useful OOH market intelligence to help guide their strategic decision-making. By understanding the latest trends revealed in the report, companies can make more informed choices that factor into the out-of-home advertising landscape. Key Events in July 2023 Seasonal summer outdoor ad campaigns continue to occupy outdoor spaces across the United Arab Emirates during the month of July 2023, capitalizing on foot traffic and exposure. Business Sector Analysis To ensure the report accurately reflects the range of outdoor advertising activity in the United Arab Emirates, we classify brands and advertisers according to the International Standard Industrial Classification (ISIC) system. Each brand is allocated to its respective advertiser and assigned an industry segment based on its business operations. In cases where an advertiser owns multiple brands in different sectors, each brand is categorized separately according to its business activities instead of simply reflecting the parent company's industry. Using this methodology, the report will identify and analyze the most active industry sectors utilizing out-of-home and digital out-of-home advertising in the United Arab Emirates. These findings provide an accurate picture of which businesses are investing most heavily in outdoor ads to reach target audiences. Real Estate In Dubai, Sharjah, Ras Al Khaimah, and Ajman, OOH advertising areas are efficiently utilized to showcase real estate ventures, encompassing both residential and commercial projects, along with branding campaigns by real estate developers. Of notable prominence are the campaigns aimed at raising awareness about residential projects, which constitute a significant 86% of the total outdoor advertising efforts for the industry during the entire month. Most Used OOH Format In the UAE's real estate field, there's a noticeable change in outdoor advertising compared to June 2023. This month, market insights reveal that digital screens are the preferred choice, making up 71% of all advertising campaigns for the sector throughout the month. Cosmetics & Personal Care The Cosmetics & Personal Care sector is using outdoor advertising more than last month, with a noticeable 4% increase in OOH campaigns. Particularly, makeup campaigns are prominent, making up 40% of the total for this month. Most Used OOH Format In July, digital screens were the favored option for the sector, seen in 80% of billboard campaigns. This marks a 30% rise from the previous month. Hospitality & Tourism During the hot summer month in the UAE, out-of-home advertising campaigns for the business sector have surged, with an 8% rise in July compared to the previous month. People have seen ads for local and global destinations as they pass by. Most Used OOH Format In order to captivate pedestrians with their upcoming vacations, hoarding billboards were the dominant choice for the sector this month, being utilized at a rate of 80%. Read about the New Advertisers and the conclusion on our website. New Advertisers on OOH In July 2023, a group of 11 advertisers who had not been seen before initiated their first outdoor advertising campaigns in Dubai, Sharjah, Ajman, and Ras Al Khaimah. Real Estate Quest Cove Quest Cove Properties streamlines the real estate search in Dubai for busy professionals through tech-enabled services. Their first out-of-home ad campaign appearance in Dubai emphasizes listing properties and highlights their comprehensive offerings, including leasing and management. The Box The Box Storage and Moving Company's inaugural digital Out-of-Home campaign in Dubai showcases services through a sleek logo and taglines. Emphasizing reliability and convenience, capturing attention while highlighting the storage spaces available. Cosmetics & Personal Care Make Up For Ever For World Vitiligo Day, Make Up For Ever appears in its first DOOH campaign in Dubai featuring models Jasroop Kaur Singh and Francesca Prini with vitiligo, promoting diversity and inclusivity. Displayed on digital screens, the powerful campaign bears the message Vitiligo: Together, celebrating unity amid diversity. Make Up For Ever's efforts also include in-store masterclasses and collaboration with the French Association for Vitiligo. Shiseido Shiseido's Live your age you feel campaign celebrates self-confidence and beauty at any age, featuring diverse women embracing their uniqueness. The powerful message challenges age-related stereotypes and encourages living life fully. Using digital screens in their first OOH campaign in Dubai, Shiseido engages with dynamic content, while promoting skin products aligned with the campaign's theme. Hospitality & Tourism Rove Hotels Rove Hotels, a Dubai-based lifestyle brand, launches its first OOH campaign in Dubai this vibrant summer targeting young adults, showcasing its commitment to sustainability, local art, and functionality. Creative visuals shaped like gaming consoles, hearts, and more highlight the Summer of Rove offerings, encouraging play, relaxation, and exploration. The brand's convenient, well-designed hotels cater to digital nomads and city explorers, offering a memorable stay. Furniture & Interiors Furniture & Interiors buzz with a 4% spike in billboard campaigns, smartly positioned across Dubai and Sharjah. This month, the spotlight shines on home furniture, signaling an uptick in the sector's activity from the previous month. Al Saad Home UAE's Al Saad Home, specializing in premium furnishings for homes and businesses, emerges in the OOH scene for the first time with an emphasis on good sleep. Their campaign spotlights same-day delivery and flexible payments for luxurious mattresses and bedding. Billboards across Sharjah emphasize Buy Now, Pay Later and Same-Day Delivery to appeal to comfort-seeking customers. Fashion Wear Although outdoor campaigns for the sector have decreased by a noticeable 4% when compared to the month prior, passersby in Dubai and Sharjah spot two new brands making their advertising debut. Charriol Geneve Charriol's campaign displays the brand in Dubai for the first time and employs diverse OOH mediums to effectively engage various audience segments. Billboards reach a wide audience, targeting those on the move while catering to luxury enthusiasts. The artwork's minimalist approach accentuates Charriol pieces on a white backdrop, with the St-Tropez™ GMT watches featured. Cerruti 1881 Cerruti 1881, the iconic Italian/French fashion brand, has unveiled a captivating out-of-home branding campaign to accentuate its timeless style and prominence in the fashion realm. Showcasing exquisite watches and jewelry, the campaign strategically graced Duabi’s high-traffic zones, harmonizing elegance with strategic outreach. Events & Exhibitions Despite a 3% drop in sector campaigns compared to the previous month, entertainment-focused events persist as the sole content of outdoor campaigns for the second consecutive month. Ibn Battuta Mall Ibn Battuta Mall and DSS have united to recreate the success of the 2019 Batman event with an electrifying extravaganza. Dubai's fervent Batman takeover event, part of an outdoor advertising campaign, ushers in excitement. Ibn Battuta Mall's debut outdoor campaign in Dubai teams up with DSS for an eagerly anticipated summer event. Food & Beverages The frequency of campaign launches in the sector remains steady compared to the previous month. Notably, Nestlé exclusively dominates all out-of-home advertising spaces for the current month. Nido Nido's first OOH appearance adeptly blends emotional appeal and unique selling points, targeting health-conscious mothers aiming to bolster their children's immunity. Utilizing diverse formats like wall wraps and digital screens, the vibrant yellow-themed visuals captivate a wide audience. The message harmoniously combines health, science, convenience, and education to position Nido as a wellness leader, skillfully distributed in Dubai and Sharjah. Education In the midst of summer, encountering an outdoor campaign for the educational sector is a surprise. Nevertheless, as the Insite team expands its OOH campaign coverage to more UAE cities, we observe the initiation of a campaign in this particular sector. Ajman University Ajman University introduces an outdoor campaign showcasing its esteemed global ranking at 551st place. With billboards and strategic locations in Ajman city, the campaign reinforces the university's dedication to exceptional education, drawing students, parents, and the community. This effort underscores Ajman University's academic prowess and connects with its accomplished graduates, all presented in a polished and adaptable blue-themed visual exhibit. Conclusion In conclusion, the OOH advertising landscape in the United Arab Emirates during July 2023 paints a dynamic and intriguing picture. With an unexpected yet impactful presence from the educational sector amidst the summer season, the Insite team's expansion of OOH campaigns across various cities stands out as a testament to their strategic outreach. The month's diverse campaigns, spanning real estate, cosmetics, hospitality, and more, highlight a vibrant tapestry of industry sectors utilizing outdoor advertising to engage audiences. This month's report not only provides a glimpse into the latest trends but also underscores the resilience and innovation that define the region's OOH industry. As new advertisers join established brands in seizing the potential of OOH, it's evident that the landscape continues to evolve and adapt, promising exciting possibilities for the future.
