This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in February 2024. 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 2024 An unusual event that happened in February 2024, the month that all marketers prepare for the Holy month of Ramadan promotions and media, during February 2024, the market witnessed draw OOH campaigns’ numbers launched between the Events & Exhibitions with a total of 10% each, another draw was between the Furniture & Interiors and Foodservice sectors with 8% for each, and lastly the Entertainment and Real Estate industries with 7% for each sector. 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. Events & Exhibitions/Automotive The Events & Exhibitions along with the Automotive sector, both won the first place in February 2024 industries’ race in the Emirate D/OOH market with an 11% out of the campaigns launched for each industry. Most Used OOH Format Hoarding was the most used OOH format during February 2024 for the Events & Exhibitions and Automotive sectors, followed by the digital screens format; approximately 95% of both industries' campaigns used the hoarding & digital screens this month. Furniture & Interiors/Foodservice Approximately 8% of the D/OOH campaigns launched in the UAE during February 2024 were Furniture & Interiors and Foodservice related, being in second place among all other industries. Most Used OOH Format Hoarding & digital screens are the most used OOH formats during February 2024 for the Furniture & Interiors and Foodservice sectors, followed by the uni-poles & lampposts formats; approximately more than 90% of both industries' campaigns used the hoarding & digital screens this month. Real Estate/Entertainment Both Real Estate and Entertainment industries won the third space for February 2024, accounting for 7% of the total campaigns each; it is worth mentioning that these industries are among the winners during most of the months. Most Used OOH Format A draw between digital screens and hoardings during February 2024 for the Real Estate & Entertainment industries, a total domination that mostly leaves the rest of OOH formats far behind this month. New OOH Advertisers A total of 16 new brands and advertisers appeared on UAE’s D/OOH advertising scene during February 2024, brands that belong to many industries with new approaches. Read about the New Advertisers and the conclusion on our website. Mobile Apps/Entertainment Yango Play Dubai's entertainment landscape is getting a colorful shake-up with the arrival of Yango Play’s OOH, a self-proclaimed entertainment 'super-app'. The new streaming platform by Yango has launched an eye-catching OOH billboard campaign across the city. Fashion Wear Levi's Levi's, renowned for their mastery of denim, has made its grand entrance in Dubai with an exceptional campaign. With a rich history dating back to 1873, Levi's has consistently embodied timeless style and effortless cool. Balmain A DOOH campaign shines on the exquisite craftsmanship and timeless allure of their Women's Balmain De Balmain watch in collaboration with Rivoli Vision, the leading eyewear retailer in the UAE. Real Estate Swank Development Swank Development has made a striking entrance into Dubai's property scene with its elegant billboard campaign. The visual simplicity, combined with the dual language approach attracts UAE’s residents. Cello An OOH campaign by Taraf Holding promoting cello, the developer’s latest project. Cello Residences located at Jumeirah Village Circle presents Exquisite Studios & 4BR Homes. Prices Starting Onwards AED 588,000. Sky Residences Expo City Dubai, evolving from the iconic Dubai Expo 2020 site, has become a beacon of urban sophistication and sustainability. Among its newest developments, Sky Residences shines brightly, its allure broadcasted on billboards across the city. Mobile Apps Nusuk Planning your Umrah can’t get easier with Nusuk, the first official website for Umrah or Hajj booking and planning. Nusuk has landed the out-of-home arena in Dubai with an awareness campaign for the first time. Food & Beverages Nesquik Building on the success of the previous campaign promoting Nestlé Squeezy, Nestlé perfectly encapsulates the joy of Nesquik with its delicious taste in a new outdoor campaign. Foodservice C2 Licensed District City Walk’s DOOH has just unveiled its brand-new addition, C2 - a captivating dining district filled with culinary wonders. Spanning over 25,000 square feet, C2 Licensed District brings together a delightful mix of cuisines in a casually elegant setting. Kronfaly Craving Lebanese food? Kronfaly has made waves in the DOOH scene in Dubai. Kronfaly is a Lebanese street food located at Hessa Street, made with premium quality, bringing the authentic Lebanese taste to your convenience. Hospitality & Tourism/Public Administration Your Sharjah The emirate of Sharjah, renowned for its rich cultural heritage and breathtaking landscapes, has launched an innovative outdoor advertising campaign. Created by Your Sharjah, the official gateway to this captivating destination, the campaign aims to showcase Sharjah Events & Exhibitions Doha Jewellery & Watches Exhibition The world of luxury watches and exquisite jewelry is set to witness a remarkable event as the Doha Jewellery and Watches Exhibition’s 20ᵗʰ edition prepares to commence, captivating the audience through a new outdoor advertising campaign. Sharjah Entrepreneurship Festival 2024 SEF has launched an exciting outdoor advertising campaign that captures the essence of the festival. Sharjah’s Entrepreneurship Festival aims to attract a diverse group of entrepreneurs, providing them with a platform to connect, learn, and thrive. Jewelry Feathers Emirati luxury brand, Feathers, takes over UAE’s billboards, taking the jewelry world by storm. Known for its exquisite designs and impeccable craftsmanship, Feathers has expanded its presence to the prestigious Ajman City Centre with billboards that exude elegance and style to entice fashion enthusiasts. SEIKO Their debut outdoor ad campaign featuring the X PROSPEX collection, SEIKO invites adventurers to embark on a journey of discovery, equipped with timepieces that embody the essence of durability. Retail Shopping Barakat Fresh Market Barakat Fresh Market is on UAE’s billboards announcing the grand opening of their newest branch in Sadaf 6, Jumeirah Beach Residence (JBR). The new showcase aims to capture the attention of residents and visitors alike, inviting them to explore a fresh and unparalleled shopping experience. Conclusion The February 2024 UAE OOH advertising report highlights the dominance of Events & Exhibitions, Automotive, Furniture & Interiors, Foodservice, Real Estate, and Entertainment sectors. Surprisingly, Events & Exhibitions tied with Automotive for the top spot, while Furniture & Interiors and Foodservice followed closely behind. Notably, digital screens and hoardings were the most popular formats across these leading industries, showcasing a trend towards modern advertising solutions. This valuable information empowers businesses in the region to make informed decisions about incorporating impactful OOH advertising into their marketing strategies.
