This report examines the evolving out-of-home (OOH) advertising market in Dubai, Sharjah, Ajman, and Ras Al Khaimah during the month of August 2023. The Market Insights provides valuable data into the key industry sectors and new OOH advertisers that are embracing OOH advertising. The objective is to equip businesses operating in the region with useful market intelligence to help guide their strategic decision-making. By understanding the latest trends revealed in the report, companies can make more informed choices about their OOH advertising campaigns. It is also worth mentioning that 1 campaign could be included and counted in two different industries. Key Events in August 2023 Seasonal back-to-school outdoor ad campaigns occupied outdoor spaces across the United Arab Emirates during the month of August 2023, capitalizing on foot traffic and exposure. Business Sector Analysis The report classifies brands and advertisers according to the International Standard Industrial Classification (ISIC) system. This ensures that the report accurately reflects the range of outdoor advertising activity in the United Arab Emirates. 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. The report will utilize this methodology to identify and analyze the most active industry sectors that use out-of-home (OOH) and digital OOH advertising in the United Arab Emirates. These findings will provide an accurate representation of which businesses are investing the most in outdoor ads to reach their target audiences. Jewelry The jewelry sector was the most active industry sector in OOH advertising in August 2023, accounting for 11% of all campaigns. This is a major change from July 2023, when no jewelry campaigns were launched in the UAE. The increase in jewelry advertising is likely due to the upcoming holiday season and the desire of retailers to reach a wider audience. Of the 8 jewelry campaigns launched in August 2023, 62.5% were for watches. This suggests that the watch market is particularly competitive in the UAE and that retailers are investing heavily in OOH advertising to reach potential customers. Most Used OOH Format Digital screens were the preferred format for OOH advertising in the jewelry sector, accounting for 62.5% of all campaigns. This is likely due to the high visibility and impact of digital screens. Digital screens can be used to display dynamic content, which can be customized to target specific audiences. Fashion Wear The fashion wear sector is increasing its use of outdoor advertising in August 2023. The sector is now in second place in terms of OOH space occupation, with a noticeable increase from the previous month. Back-to-school campaigns are particularly prominent, accounting for 71% of all campaigns in the sector this month. Most Used OOH Format Hoardings were the preferred format for the fashion wear sector in August 2023, used in 5 out of 7 campaigns. This represents a 38% increase from the previous month. Real Estate The real estate sector is in third place in terms of OOH space occupancy in August 2023, with a total of 6 campaigns, accounting for 8.5% of all campaigns. Of these campaigns, 83% are promoting residential projects, and one campaign is promoting commercial real estate projects. Most Used OOH Format Hoardings are the preferred format for the real estate sector in August 2023, used in 5 out of 6 campaigns. This represents a 67% increase from the previous month. Read about the New Advertisers and the conclusion on our website. New Advertisers on OOH A total of 16 new advertisers launched their first outdoor advertising campaigns in Dubai, Sharjah, Ajman, and Ras Al Khaimah in August 2023. Jewelry Mido Swiss Watches Mido Swiss Watches, a respected watchmaker, made its OOH debut in UAE with Multifort TV Big Date watch. The watch is known for its craftsmanship and durability. The campaign showcases the watch's elegance and illuminates Dubai's streets. Real Estate Rak Properties Rak Properties, a real estate developer in Ras Al Khaimah, launched its first OOH campaign in UAE to highlight its focus on luxurious beachside living. The campaign features visuals of the company's two residential destinations offering a perfect blend of luxury and comfort. Rak Properties' focus on residential and commercial projects includes villa plots, townhouses, apartments, and retail spaces, catering to a wide range of preferences. Al Thuriah (Al Alia Tower) Al Thuriah, a real estate company from Sharjah, is making its first outdoor advertising campaign in the UAE. The campaign promotes their latest project, Al Alia Tower, a 42-story residential building with 2 and 3-bedroom apartments. The campaign uses die-cut, creative concept on hoarding spaces to magnify the project's grandeur and emphasize its Freehold Ownership For All Nationalities feature. Sidra Home Real Estates Sidra Homes Real Estates launched its first outdoor advertising campaign in the UAE. The campaign features their Sherena 2 extension, a luxury housing development with flexible payment plans. The campaign aims to attract new buyers by highlighting the convenience and affordability of owning a home in Sherena 2. Damac Bay by Cavalli Damac Bay by Cavalli’s first OOH campaign introduces a new level of luxury living in Dubai Harbour, a premier seafront district. The 49-storey Cavalli-inspired sanctuary offers picturesque views of the sea and shore, and luxury apartments in 1-5 bedroom variations. Furniture & Interiors Poltrona Frau Poltrona Frau is a luxury furniture company known for its high-quality craftsmanship and use of luxurious materials. The company has a long history of collaborating with designers and is committed to sustainability and social responsibility. Poltrona Frau recently launched its first OOH campaign to announce its new branch on Jumeirah Beach Road. CB2 CB2, a high-design furniture and home decor store, is launching its first outdoor advertising campaign in Dubai. The campaign features digital screens and uni-pole format to showcase the intricate and beautiful collection of furniture and decor. CB2 is a subsidiary of Crate & Barrel, a leading home furnishings retailer. Banking/Mobile Apps Liv Digital Bank Liv is the UAE's first digital bank designed for the digitally savvy. It is backed by Emirates NBD and offers innovative services and an exceptional digital experience. Liv has recently launched its first OOH campaign to promote its new value proposition, Liv Ahead, which focuses on generation now. Education London Business School London Business School, a prestigious educational institution, has launched its first OOH campaign in Dubai. The campaign uses a minimalist design with just four words: Business. Class. Excellent Education. The campaign highlights the school's commitment to providing high-quality education and nurturing future business leaders. Umm Al Quwain University Umm Al Quwain University has launched its first OOH campaign on UAE's billboards to announce the opening of registrations for the new academic year. The campaign is strategically placed in high-traffic areas across the UAE to reach out to potential students. The advertisements feature a simple yet powerful message encouraging students to register early to secure their spot at the university. Cosmetics & Personal Care Bourjois Paris Bourjois, a French cosmetics brand, celebrated its 160th birthday with a OOH campaign featuring fashionista Deema Al Asadi. The campaign also promoted the Rouge Velvet The Lipstick, one of the brand's best-selling products. This is the first time Bourjois has appeared on OOH in the UAE. Events & Exhibitions Riyada (Emirates Labour Market Award) The Emirates Labour Market Award (Riyada) has launched its first OOH campaign in Dubai to promote the prestigious award. The campaign features a digital screen displaying the award's logo and the tagline Riyada: The Award of Excellence. The campaign is seen in high-traffic areas in Dubai. Ceramics & Sanitary Ware Jaquar World Jaquar, an Indian sanitaryware brand, has launched its first OOH campaign in Dubai. The campaign features a large faucet with flowing water against the backdrop of a desert, which is relevant to the local culture. The campaign copy is simple and effective, stating that Jaquar is Your Destination for Sanitaryware. eCommerce/Consumer Electronics Revibe Revibe, an eCommerce brand that sells refurbished gadgets, has launched its first OOH campaign in Dubai. The campaign features a bridge billboard with a simple yet detailed design that showcases the different gadgets that Revibe sells. The campaign also uses the tagline Like new, but way cheaper. to emphasize the quality of Revibe's products. Mobile Apps/Courier Activities tamara tamara, a buy now, pay later service, has launched its first OOH campaign in the UAE. The campaign promotes the convenience of paying with Tamara in four easy installments and highlights the incredible deals available at noon, an online marketplace. The campaign is strategically placed in busy areas to maximize its reach and impact. Oil & Gas Emirates Gas Emirates Gas, a subsidiary of ENOC, has launched its first OOH campaign in Dubai to promote its new product, LPG Composite Cylinders. The campaign features the lightweight, strong, and corrosion-resistant cylinders, which are a safer alternative to steel cylinders. The campaign is strategically placed in high-traffic areas to reach a large audience. Conclusion The out-of-home (OOH) advertising market in Dubai, Sharjah, Ajman, and Ras Al Khaimah saw a significant increase in activity in August 2023. The most active industry sectors were jewelry, fashion wear, and real estate. The most popular OOH format was hoardings, followed by digital screens. A total of 17 new advertisers launched their first outdoor advertising campaigns in the UAE during the month. The jewelry sector was the most active industry sector in OOH advertising, accounting for 11.268% of all campaigns. The fashion wear sector is increasing its use of outdoor advertising, with back-to-school campaigns being particularly prominent. The real estate sector is in third place in terms of OOH space occupancy, with 6 campaigns promoting residential projects.
