This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in November 2023. 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 November 2023 In comparison to the last 12 months in the UAE, November 2023 counted the highest number of DOOH campaigns launched, with a number of 67 campaigns including digital screens use. It is also worth mentioning that November 2022 also scored the highest DOOH campaigns launched in 2022 with a total of 81 campaigns. Another key event is the cluster of promotional OOH campaigns launched during the Black-Friday season, November 2023 counted also the highest number of campaigns launched compared to the last 12 months, followed by October 2023. Business Sector Analysis The International Standard Industrial Classification (ISIC) system is used to classify brands and advertising in the study. This guarantees that the report appropriately portrays the scope of outdoor advertising activity in the UAE. Based on its business operations, each brand is assigned to a certain advertiser and classified into an industry sector. If an advertiser owns many brands in different industries, each brand is classified independently depending on its commercial operations rather than merely reflecting the parent company's industry. Using this methodology, the research identifies and analyzes the most active industry sectors in the UAE that use out-of-home (OOH) and digital OOH advertising. These findings accurately depict the firms that are investing the most on outdoor advertising to reach their target demographics. Fashion Wear The Fashion Wear sector was the most active industry sector in OOH advertising in November 2023, accounting for 10% of all campaigns. Being the top industry for 2 months in a row adds to the industry’s yearly campaigns launched, to be the highest industry in regards to the number of campaigns launched in 2023. Most Used OOH Format Uni-poles won the formats race in November 2023 Fashion Wear OOH campaigns, with a number of 10 campaigns launched using uni-poles out of 14. Jewelry 9% of the campaigns launched during November 2023 belongs to the Jewelry industry, making it comes after Fashion Wear, winning the second place regarding the related campaigns launched. Most Used OOH Format 2 OOH formats were mostly used in the Jewelry’s campaigns during November 2023, digital screens and uni-poles with a number of 5 campaigns for each format. Automotive/Events & Exhibitions A strong competition between the Automotive industry and Events & Exhibitions this month resulted in a draw between the 2 industries with a total of 8.5% occupation rate for each, making both of them win the third place for November 2023 industries race. Most Used OOH Format The Automotive industry utilized more hoardings than any other format during November. On the other hand, the digital screens are being used the most in the Events % Exhibitions’ D/OOH campaigns this month. New OOH Advertisers 32 new OOH participants seen on UAE's billboards during November 2023, this is an indicator of the growing market in the UAE, new OOH advertisers deploying new campaigns is showing us that there are more brands targeting greater potential. Read about the New Advertisers and the conclusion on our website. Fashion Wear Hoka The HOKA’s OOH campaign has appeared in an out-of-home advertisement scene in the UAE, showcasing The “Mach X” lightweight and responsive running shoe that is perfect for short and long distances. Real Estate Nobu Residences Aldar Properties has launched an OOH campaign in the UAE, promoting its Nobu Residences development in Abu Dhabi. beachfront residences in Saadiyat Island, Abu Dhabi, fuse Arabic and Japanese heritage to create a space of natural beauty and cultural connection. Haven Aldar’s OOH campaign in Dubai to promote Haven, the campaign was launched in the first week of November 2023 and features simulation shots for the project's building facades along with the tagline Discover wellness living at Haven by Aldar. The Orchard Place An out-of-home campaign on Dubai's digital screens, Peak Summit Real Estate Development introduces The Orchard Place in Jumeirah Village, a recent addition boasting expansive apartments and top-notch facilities. Events & Exhibitions Japan Culture-Con Japan Culture-Con’s OOH campaign brings culture to Dubai’s digital billboards for the first time. The goal of the Japan Culture-Con in Dubai is to provide the vibrant Japanese expat community residing in Dubai. Dubai Watch Week A digital out-of-home campaign launched in Dubai for the 6th edition of DWW, the unveiling of the first-ever billboard campaign in Dubai marks a significant milestone for DWW and further amplifies the excitement surrounding this extraordinary event. Baseball United Jair Jurrjens & Andrelton featured in Baseball United’s OOH campaign in Dubai, the OOH visuals is capturing the essence of the event prominently displays the message ALL STAR SHOWCASE UNITED EAST VS UNITED WEST, emphasizing the significance of this historic occasion. Manar Abu Dhabi Paad’s outdoor campaign announcing the Manar Abu Dhabi Exhibition, using a hoarding format to display the artwork to allow the public to experience the art in a new and unexpected way. A journey of light and art, leading visitors through some of Abu Dhabi's most iconic landmarks and natural landscapes. Sharjah Architecture Triennial Sharjah Architecture Triennial’s OOH on Dubai's out-of-home scene, announcing the commencement of its highly anticipated second edition. The campaign invites the public to immerse themselves in a world of architectural excellence and thought-provoking exploration. Taiwan Excellence WETEX, the leading regional trade event for water, energy, technology, and the environment, launched an OOH campaign in the UAE. Showcasing a wide range of innovative products and solutions. The Knowledge Summit The Knowledge Summit’s DOOH campaign served as an invitation to industry leaders and knowledge seekers to partake in a transformative experience that would unfold at the forefront of technological advancements. Entertainment Bluewaters Bluewaters’s campaign on Dubai’s digital billboards offering unique housing, shopping, dining, and entertainment options, Bluewaters is a bustling lifestyle destination. In addition to being the location of the biggest observation wheel in the world, it is a shopping haven. Marvel Studios Marvel Studios’ digital OOH is placed in strategic locations where they garner maximum visibility, so passersby can't help but be attracted by the visual messages announcing that “The Marvels” Hit Cinemas Starting November 9th. Meteora Developers An OOH campaign launched by Meteora Developers, across the city has come alive with vibrant visuals, announcing the highly anticipated New Year's Concert featuring the iconic trio of Haifa Wahbe, Saif Nabeel, and Elissa. Furniture & Interiors Al Mada Aluminium & Glass Contracting Al Mada Aluminium & Glass Contracting company recently launched its first outdoor campaign in the UAE, offering frameless folding glass, bi-fold doors, retractable ceiling, automatic vertical sliding windows, and a wide variety of folding glass doors, as well as other aluminum and glass products. Jewelry KISMET BY MILKA KISMET BY MILKA’s DOOH campaign in Dubai, being a leader in the jewelry market for over 14 years thanks to their unique collections and commitment to providing a personalized experience for their consumers. Now, they’re at “Dubai Mall, Fashion Avenue, 1st Floor”. Financial Services Direct Trading Technologies Direct Trading Technologies (Direct TT) proudly positions itself as your go-to financial ally, a fact emphasized in its latest out-of-Home campaign. The campaign keeps it simple, showcasing a variety of trading options that highlight Direct TT's flexibility in the market. Healthcare Aries Clinic An aesthetic and dental clinic in Dubai, has launched an OOH campaign to announce its new location. The campaign features digital screens that showcase the brand's logo, new store location, and a phone number to book an appointment. Retail Shopping Multiplex International Multiplex International’s OOH has landed on Dubai’s DOOH arena, celebrating their 30th anniversary, and a rich portfolio of impressive brands in the retail sector, providing global clientele with premium FMCG and cosmetic items. Media & Broadcasting ITP Media Group Promoting an old-school printed newspaper version using DOOH campaign in Dubai. ITP Media Group's Sunday has been introduced in Dubai to provide an enjoyable reading experience for both residents and nationals. Hospitality & Tourism Savoy As a Fairmont-managed hotel, the Savoy upholds the brand's commitment to delivering exceptional service and unforgettable experiences with a rich history and prestige in hospitality; Fairmont has embarked on an out-of-home campaign that encapsulates the hotel's grandeur and allure. Foodservice Shawerman Shawerman launched an OOH campaign in the UAE, the brand decided to join the OOH race in the UAE, the campaign was seen starting from the first week of November 2023 using digital screens and lampposts in Sharjah’s streets. Almashawi Alhalabya - Alhalabya Sweets Tasty OOH campaign showcases three enticing messages. Start your day with an Al Halabya Sweets cheese sandwich and a refreshing cocktail for just 5 AED. They also offer Sahlab & Kakki for only 1.99 AED, satisfying your sweet cravings. Food & Beverages Qualiko In a groundbreaking move, Qualiko marking their inaugural outdoor campaign, Qualiko sets out to captivate consumers with a visual feast that mirrors the excellence embedded in their products. Mobile Apps Yango Maps In their OOH debut, Yango Maps is making waves in Dubai with its campaign, changing how folks get around the city's bustling traffic. The ads, in lively lime green and deep blue, catch your eye with their sharp contrasting colors. Cosmetics & Personal Care Yves Rocher An OOH campaign showcasing the new Hydra Vegetal line with enchanting visuals and a compelling message: 100 H of Non-Stop Hydration. This bold proclamation resonates, leaving no doubt about the extraordinary moisturizing capabilities inherent in Yves Rocher's latest creation. Transportation Air Canada Air Canada’s OOH campaign in Dubai announcing its non-stop flights from the city to Vancouver & Toronto. The campaign was launched in the third week of November 2023, featuring visuals that showcase beautiful shots of both Toronto and Vancouver. Dubai Taxi Company PJSC OOH advertising campaign launched by Dubai Taxi Company PJSC (DTC), a subsidiary company of Roads and Transport Authority (RTA). Using digital screens in Dubai to announce the start of the subscription period for the initial public offering. RAK Airport RAK Airport, the international airport of Ras Al Khaimah in the United Arab Emirates, has launched a new OOH campaign to promote direct flights from the airport to a variety of destinations, including Cairo, Jeddah, Doha, and Mumbai. eCommerce Cartlow Cartlow, buy, sell, and recycle platform, has launched an outdoor advertising campaign that highlights its commitment to sustainable devices practices. The campaign was launched in the third week of November 2023, using bridge billboards and uni-poles in Dubai and Sharjah’s streets. Banking Commercial Bank of Dubai An OOH campaign introducing the Commercial Bank of Dubai, promoting an exclusive credit card from Commercial Bank of Dubai that transcends traditional rewards. Anchored by the innovative 'Smiles UAE' program, cardholders not only earn valuable Smiles Points upon activation and everyday spending but also enjoy substantial savings. Education Dubai British Schools Dubai British Schools’s campaign has graced Dubai’s digital outdoor advertising space, flourishing the educational sector. Founded in 2005, DBS-EH is recognised as one of the top British schools in the area and has been awarded the KHDA Outstanding rating since 2017. Conclusion The UAE's OOH advertising scene experienced a significant surge in November 2023, marking the highest number of campaigns launched in the past year. This growth was fueled by diverse industries, with Fashion Wear leading the pack, followed by Jewelry, Automotive, and Events & Exhibitions. Notably, both digital screens and uni-poles emerged as the most popular formats, offering brands flexibility and impactful visibility. This thriving market welcomed 32 new OOH advertisers, showcasing the growing recognition of OOH's effectiveness. The report provides valuable insights for businesses to optimize their campaigns, leverage trending formats, and maximize their reach in this dynamic landscape. As the UAE continues its economic and cultural ascent, the OOH advertising industry is poised for even more exciting developments and innovations.
