This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in March 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 March 2024 March 2024’s most noticeable key event is the holy month of Ramadan 2024, with a great increase in the outdoor advertising campaigns launched related to the Fashion Wear industry, with a high percentage of the total campaigns launched during March 2024. 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 Capturing an impressive 15% share of campaigns launched in March 2024, the Fashion Wear sector secured the top position within the Emirate's D/OOH market. Most Used OOH Format Digital screens was the most used OOH format during March 2024 for the Fashion Wear, followed by the hoarding OOH format; approximately 60% of the total industry’s campaigns used the digital screens this month. Automotive The Automotive sector claimed the second-highest share of D/OOH campaigns launched in the UAE during March 2024, accounting for approximately 12% of the total. Most Used OOH Format Hoarding & digital screens are the most used OOH formats during March 2024 for the Automotive sector, followed by the uni-poles OOH format; approximately more than 95% of the industry’s campaigns used the hoarding & digital screens. Real Estate The Real Estate sector secured a significant 9.0% share of the total D/OOH campaigns launched in the UAE. This robust performance highlights the continued importance of the real estate sector within the dynamic D/OOH advertising landscape. Most Used OOH Format During March 2024 for the Real Estate industry’s most used OOH format was the Hoarding, followed by digital screens, a total domination that mostly leaves the rest of OOH formats far behind this month. New OOH Advertisers A total of 18 new brands and advertisers appeared on UAE’s D/OOH advertising scene during March 2024, brands that belong to many industries with new approaches. Read about the New Advertisers and the conclusion on our website. Real Estate Dubai Islands Dubai's real estate giant Nakheel displays its latest OOH campaign for the Dubai Islands project, promising an unparalleled waterfront experience. Bridging five islands, this development is reimagining the coastline with over 60 kilometers of waterfront and more than 20 kilometers of sandy shores, inclusive of a pristine Blue Flag beach. ELEVE Deyaar has launched an OOH campaign to promote their new project, ELEVE. This billboard campaign utilizes a minimalist approach with impactful visuals to convey a message of luxury and exclusivity on hoarding OOH format starting from the second week of March 2024. Hudayriyat Modon Properties, an esteemed Abu Dhabi real estate developer, is steering a riveting outdoor advertising campaign across Dubai’s streets. Their strategic billboards proudly declare a Coming Soon teaser for an expansive new project in Hudayriyat. Ajman One Towers Aqaar's latest billboard campaign for Ajman One's second phase has brought a surge of visibility to Dubai and Sharjah's skylines. The residential complex, Ajman One, already acclaimed for its blend of luxury and convenience with its twelve towers, pools, gyms, and retail spaces, is expanding its reach. Aqua Properties Aqua Properties, takes off for the first time on UAE’s billboards, showcasing their flagship project in Arjan, The Central Downtown. With visuals that encapsulate the essence of this grand development, Aqua Properties aims to capture the attention of passersby while highlighting the remarkable opportunity to own a piece of luxury. Wadi Villas Arista Properties is redefining luxury living with its recent out-of-home advertising campaign for Wadi Villas, prominently featured on billboards across Dubai. The campaign presents Wadi Villas as the epitome of luxury intertwined with natural beauty, catering to Dubai's elite. PG One Pure Gold Real Estate has presented its latest Out-of-Home advertising endeavor, casting a spotlight on the PG ONE at Al Furjan development after recently promoting the Upper House Project in the same prime Dubai location. Home Appliances Milano by Danube Milano, part of the renowned Dubane Group, has recently launched an outdoor campaign in Dubai, spotted by audiences during the third week of March. This campaign serves as a spotlight for Milano's water heaters range, showcasing its innovative features and durability. eCommerce/Mobile Apps Trendyol Trendyol is making waves in Dubai with an ingenious outdoor advertising campaign that showcases their diverse array of brands. Turkey’s pioneering decacorn, with a massive base of 30 million customers and 250,000 sellers, is not just leading eCommerce; it's reshaping it. Non-Profit Mother's Endowments This year, Mother's Day coincides with the holy month, presenting a perfect opportunity to gift our moms with something truly unique. Witnessed during the last week of March across Dubai, Ajman, and Sharjah, a new campaign has taken the Emirati DOOH scene by storm. Retail Shopping Speedex While being the leading provider of tools and equipment in the UAE that they are, Speedex’s OOH rises on Dubai’s billboards for the first time, inspiring creativity and highlighting the joy of transforming spaces. Fashion Wear Paul & Shark For the very first time, luxury Italian fashion wear brand, Paul & Shark, rises on UAE’s billboards, with none other than the Brosnan men. Through an exclusive feature paraded across Dubai’s streets, Paul & Shark chose the charismatic Pierce Brosnan, a legendary actor, alongside his talented son, Paris Brosnan. Next For the first time, Next, the British multinational clothing, footwear and home products retailer rises on UAE’s billboards featuring their new launch presenting their highly anticipated Eid collection. Media & Broadcasting Awaan An outdoor advertising campaign launched by Dubai Tv in the UAE, this campaign was seen starting from the second week of March 2024 using digital screens, lampposts, and hoarding OOH formats in Dubai and Sharjah. This OOH comes after the brand’s previous OOH activity during October 2023. Foodservice Foodco Foodco, the innovative FMCG company that focuses on sourcing high quality, wellness and nutritious food products, takes off for the first time on UAE’s billboards, featuring two of their most beloved brands: Virginia and Shahrazade. Public Administration Sharjah Fish Resources Authority (SFRA) The Sharjah Fish Resources Authority (SFRA) has launched a new billboard campaign in the UAE to raise awareness about the importance of sustainable fishing practices, in the public administration's industry. Mobile Apps/Courier Activities Localy Localy launched its first outdoor advertising campaign in the UAE, a campaign was launched during the fourth week of February 2024 using digital screens across Dubai. Events & Exhibitions Dubai International Boat Show The largest and most established show in the UAE, GCC, and MENA region, Dubai International Boat Show, has released an OOH advertising campaign across Dubai’s avenues, gripping the most strategic locations to announce its new edition after two years of hiatus. Conclusion This report analyzes out-of-home (OOH) advertising trends in Dubai, Sharjah, Ajman, and Ras Al Khaimah for March 2024. It highlights the most active industries using OOH advertising and the most popular formats. Fashion Wear was the leading industry in March, capturing 15% of the market share. They primarily used digital screens for their campaigns. The Automotive and Real Estate sectors followed closely behind at 12% and 9% respectively. Hoardings and digital screens were the most popular formats for Automotive advertisers, while Real Estate relied heavily on hoardings.
