Campaign ME OOH Edition-November 2025

First in the world

INTRODUCTION

The out-of-home (OOH) and digital out-of-home (DOOH) industry in the Middle East is moving in the right direction. From what leaders have told us, this move is probably not as fast as children riding electric scooters in gated communities, but it is definitely faster than rush-hour traffic in many of the region’s cities – a blessing in disguise, as it may increase attention to billboards.

What used to be siloed, static backdrops are fast becoming a living, connected system of digital ads spanning unipoles, MUPIs, bridges, hoardings, building façades, rooftops and lifts, as well as in-mall and airport screens.

While the fragmented media landscape continues to vie for consumers’ time, attention and trust, the DOOH sector has already made its case. It has taken conversations beyond credibility, reach, frequency and impressions. It is driving actionable return on investment (ROI) by monitoring and measuring dwell time, post-exposure uplift, brand discovery, and in-app and in-store traffic. This means attention metrics measured via sensors, mobile location data and computer vision are under the microscope.

Intuition is giving way to precision. It’s no longer about paying top dollar for the shiniest asset and hoping for the best. Brands and advertisers are choosing performance over placements; creative brilliance over clutter; language and localisation over sheer scale; and meaningful, full-funnel experiences over fleeting moments.

The trajectory is clear: it’s forward. Technology is finally playing the right role: not as a gimmick – cherry-picking data to prove ‘good work’ – but as the glue bringing clients closer to consumers.

Think trust and transparency through real-time dashboards; smarter strategies through artificial intelligence (AI)-driven consumer insights; advanced targeting through contextual data on weather, metro timetables, mall footfall and traffic patterns; and dynamic creative optimisation (DCO) through programmatic DOOH to match ad elements to user preferences – all of which are pulling OOH into the omnichannel fabric.

Done well, OOH not only drives performance and brand love, but it also becomes a two-way touchpoint for permission-based data capture. Pair dynamic creative with a clear value exchange – for example, a QR code that launches a 30-second poll, coupon or content – and advertisers can invite people to opt in and share preferences to enable personalisation.

The horizon can grow even wider: the future promises interactive storefronts, connected indoor networks, closer ties with mobile channels, and moments where user-generated or influencer brand collaborations scale to be seen on cities’ skylines.

In a world that’s turning towards effectiveness, bigger and brighter is not always better. The industry needs to go back to basics with bold minimalism, bilingual belonging, and visuals that feel lived-in, not lacquered. Let’s trade vanity for value, prime positions for precision, noise for nuance – and enjoy the ride while we build what’s next. This edition is our field guide to that future.

Motivate Media Group

Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com

EDITORIAL: Motivate Media Group Editor-in-Chief Obaid Humaid Al Tayer | Managing Partner and Group Editor Ian Fairservice Campaign Middle East Editor Anup Oommen | Senior Reporter Ishwari Khatu | Junior Reporter Shantelle Nagarajan | Junior Reporter Hiba Faisal

DESIGN: Senior Designer Thokchom Remy

ADVERTISING ENQUIRIES: Chief Commercial Officer Anthony Milne | Publishing Director Nadeem Quraishi (nadeem@motivate.ae) | Sales Manager Tarun Gangwani (tarun.gangwani@motivate.ae)

PRODUCTION: General Manager S. Sunil Kumar | Production Manager Binu Purandaran | Assistant Production Manager Venita Pinto

HAYMARKET MEDIA GROUP: Chairman Kevin Costello | Managing Director Jane Macken

(and

opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

Main Cover designed by Thokchom Remy

MAKING SPACE FOR MEANING

Out-of-home is no longer just about size or frequency.

IKEA’s Carla Klumpenaar says it’s about showing up in a way that feels relevant, respectful and real.

Even in an age of endless feeds, a good billboard still stops you. I’ve seen it happen too many times to doubt it.

There’s something uniquely public about out-of-home (OOH) campaigns. Ideas are tested in the open, shared by strangers in traffic, at junctions, and on the school run.

And maybe that’s why it still matters in 2025. When so much of our attention lives behind a screen, OOH remains one of the few spaces that belongs to everyone.

In the Middle East, where skylines seem to change overnight and audiences are more connected yet more fragmented than ever, OOH remains one of the most human ways to reach people where life actually happens.

But it’s also becoming one of the most technologically advanced. Across the region, traditional billboards are giving

way to digital displays, interactive screens, and even augmented reality murals.

The UAE and the wider Middle East are leading this transformation, with combined OOH investments exceeding AED 1.396 bn annually and digital growth rates of 16-23 per cent – well above global averages. It’s a shift that reimagines how brands can connect in one of the world’s most digitally ambitious regions.

What’s changed is the job OOH is being asked to do. It’s no longer just about size or frequency. Today, it’s about presence –showing up in a way that feels relevant, respectful and real. The best work is built on empathy, made for context and designed to spark conversation, not simply to deliver a message at scale.

OOH has always thrived on understanding everyday life and turning it into moments of recognition. Some of the most memorable work by IKEA in the region captures this spirit.

Proudly Second Best, for instance, flipped traditional advertising logic on its head by celebrating parents rather than products. It acknowledged that while a brand can offer every cot, stool and highchair a young family might need, nothing compares to the warmth of mum or dad.

The images of babies sleeping, eating and playing on their parents instead of the furniture designed for those very tasks delivered a tender, humorous reminder that family always comes first.

In a region where family sits at the heart of identity, that honesty felt deeply relatable, turning OOH from a mere announcement into a quiet tribute to caregiving.

Another IKEA example, Guilty Pets, spoke to a different kind of everyday truth: the funny, familiar chaos that comes with sharing a home with animals. A cat beside a broken mug, a dog caught red-pawed next to a shredded cushion: each scene made passers-by smile before they even read the line, ‘Don’t worry, you can afford it’.

The idea transformed everyday mishaps into reassurance, reminding people that homes are meant to be lived in, not preserved in perfection. In just a single frame, OOH became both relatable and

comforting; a shared wink between brand and audience.

These campaigns continue to live because they weren’t built around products or promotions. They were built around people. They worked because they reflected life as it really is: imperfect, emotional, and shared. They understood that a billboard, when done right, connects rather than sells.

In a market as diverse as the UAE and the wider GCC, that kind of connection matters. We live in a region where more than 200 nationalities drive the same roads, read the same signs, and interpret them through different experiences. That’s both a challenge and a creative gift.

From the fast-moving traffic of Dubai and Abu Dhabi to the slower commutes across the Northern Emirates, each environment demands a creative that’s legible, warm, and true in the few seconds people have to engage.

The creativity really lies in matching message to moment. A heartfelt parenting line near a school or a playful pet confession along a residential route feels naturally placed; part of the landscape, not pasted on to it. As OOH evolves with digital formats, that contextual sensitivity will only deepen. Digital OOH campaigns in the region are already achieving engagement rates up to six times higher than static billboards, while augmented reality-enhanced activations in premium locations see interaction rates surpassing 30 per cent.

Today, unipoles, hoardings, lampposts, and digital screens – formats IKEA has explored across the UAE – allow brands to shift creative by time of day or neighbourhood, giving storytelling a new kind of agility. Whether it’s a striking unipole along a major highway, a series of lampposts lining community streets, or digital screens inside malls and urban centres, each format serves a different purpose, creating continuity between high-traffic and hyper-local spaces and ensuring IKEA’s message meets people wherever they are.

Most recently, this has been brought to life through IKEA’s Price Lowered campaign, a nationwide outdoor campaign reminding audiences that good design can also be affordable. With its simple message of ‘Quality at better prices’, the campaign connects with people in the flow of everyday life, from highways to neighbourhood streets. It reinforces IKEA’s ongoing commitment to making quality products and improved living accessible to all.

But beyond technology, the heart of OOH hasn’t changed. It’s still about belonging. When brands speak with honesty, humour or warmth, public space turns into social space. A place for recognition, laughter and even empathy. People don’t just see the ad; they see themselves in it.

And maybe that’s why OOH has never felt more alive than it does today. As the region’s cities continue to grow and diversify, the power of OOH will lie in that balance between visibility and humanity.

The most memorable work will keep doing what these OOH campaigns do so well: meet people where they are, say something real and leave them feeling understood.

By Carla Klumpenaar, GM Marketing, Communication, HF & Retail Design IKEA (Al-Futtaim)

Screens, sustainability and storytelling

SkyBlu Media Group’s Chairman Dato’ Manikandamurthy Velayoudam discusses with Campaign Middle East the current trends reshaping the regional out-of-home industry, from vertical formats and programmatic to sustainability initiatives.

WHAT NEW FORMATS OR INNOVATIONS IN OOH HAVE CAUGHT THE MOST ADVERTISER INTEREST RECENTLY?

One of the most exciting shifts in OOH is the move from horizontal to vertical formats, aligning with how audiences now engage with digital and social media platforms like Instagram, TikTok and YouTube Shorts, where audiences naturally engage with vertical storytelling. By adopting vertical screen formats, we’re creating a visual continuity between physical and online platforms – allowing brands to deliver cohesive, cross-channel storytelling that feels natural to today’s mobile-first audience.

HOW ARE BRANDS BALANCING TRADITIONAL STATIC OOH WITH DIGITAL SCREENS AND PROGRAMMATIC BUYS?

Brands today are striking a smart balance between static

“While traditional, relationshipdriven agency buys remain central, programmatic introduces greater efficiency and transparency.”

objectives. Static formats continue to play a strong role in long-term brand building, offering scale and presence, while digital and programmatic OOH are increasingly favoured for tactical, short-term activations. They eliminate production costs, deliver wider screen coverage, and offer better efficiency with lower CPMs – making them ideal for brands seeking agility and measurable impact.

HOW DO YOU SEE PROGRAMMATIC DOOH CHANGING THE RELATIONSHIP BETWEEN BUYERS, MEDIA OWNERS AND TECHNOLOGY PROVIDERS?

Programmatic DOOH is redefining the ecosystem but not replacing relationships – it’s enhancing them. While traditional, relationship-driven agency buys remain central, programmatic introduces greater efficiency, transparency and agility. Technology providers act as crucial enablers, ensuring seamless campaign execution and data-driven delivery.

HAS SUSTAINABILITY BECOME A REAL CONSIDERATION IN OOH PRODUCTION AND DEPLOYMENT?

Sustainability has become a core consideration, not just a talking point, in OOH today. Our upcoming 99EV bus fleet with the RTA reflects this commitment – a major step toward greener mobility and cleaner media infrastructure. As part of our business directive, this platform will be offered exclusively to sustainable brands, reinforcing our belief that innovation and responsibility must go hand in hand.

IF YOU COULD CHANGE ONE THING ABOUT THE OOH INDUSTRY TODAY, WHAT WOULD IT BE?

If I could change one thing, it would be to accelerate the industry’s shift toward technology that drives conversion and measurability beyond traditional branding metrics. OOH has immense potential to connect physical audiences with digital actions – and embracing data, attribution and real-time insights will redefine how brands value and invest in the medium.

DO YOU FEEL MEDIA SPEND TOWARDS OOH IS INCREASING, AND WHAT FACTORS ARE CAUSING THIS SHIFT?

Yes, OOH spending is on the rise, driven by a renewed understanding of its role in brand building. Unlike online media, which is often conversion-driven and pricesensitive, OOH creates lasting brand equity and positive perception. Leading digital-first brands like Apple, Netflix and Amazon continue to invest heavily in OOH because they recognise that conversions alone don’t build brands – consistent visibility and trust do.

Attractions

Activities

Dining

Health

Education

Entertainment

Real

Hotels

Shopping

The ‘Discover

Alliance Media

Founded: 1997 Regional HQ: Dubai Head of company: Greg Benatar alliancemedia.com info@alliancemedia.com

Alliance Media is a leading Out-of-Home (OOH) media agency, recognized as the Best OOH Company across Africa, the Middle East and multiple other global markets.

PROPERTIES: Outdoor and Airport Advertising formats in 50+ global markets. Alliance Media’s offering includes large format static billboards, digital screens, mall, airport and transit media.

Connection Advertising and Publicity LLC

Founded: 2008

Offices: Dubai and Ras Al Khaimah Head of company: Hassan Abdulla Mohammed connectionmena.com basheer@connectionmena.com

PROPERTIES: Biggest network in Northern Emirates with assests including hoardings, unipoles, led digital, rooftops, bridge banners, megacoms, wall banners and lampposts.

EDS FZE

Founded: 2006

Number of staff: 28 Headquartered: Dubai www.edsfze.com manish@edsfze.com eds.ae

JCDecaux Middle East

Founded: 1964

Holding group:  JCDecaux Middle East, a subsidiary of JCDecaux SE

Regional HQ: Dubai

Number of staff: 247 middleeast@jcdecaux.com jcdecauxme.com

JCDecaux is the world’s largest outdoor advertising specialist & sole international player in the Middle East with presence in 6 countries: UAE (Dubai & Abu Dhabi), KSA, Oman, Qatar, Bahrain & Jordan. Offering a broad range of advertising solutions in high-quality & uncluttered environments, JCDecaux stands out for its strong emphasis on innovation and data-driven strategies. By leveraging technology and insights, they empower advertisers with targeted and impactful campaigns. As a sustainable media partner, JCDecaux is committed to incorporating ecofriendly materials, energy-efficient technologies, and responsible practices in their operations. Their commitment to data-driven excellence and sustainability makes JCDecaux Middle East a pioneering force in outdoor advertising.

Al-Arabia’s programmatic launch: Automation meets scale

Al-Arabia’s Jalal Khanfour explores how programmatic DOOH can finally deliver the reach, scale and automation for OOH planning across MENA.

Al-Arabia’s entry will change this dynamic. By opening up inventory at scale, we will exponentially increase the levels of reach available through programmatic platforms. The automation that programmatic brings ensures this scale is not just theoretical but practical, removing friction from the buying process, speeding up activation, and making campaigns more adaptable in real time.

This combination of automation and premium inventory is what we believe will transform pDOOH into a reliable marketing solution. For the first time, advertisers and agencies will have the ability to build programmatic campaigns with the reach and impact needed to stand alongside other digital channels.

SAUDI ARABIA ON THE HORIZON

While Dubai is our starting point, Saudi Arabia is where programmatic has the potential to reach its greatest scale. The Kingdom’s rapid development, coupled with the ambitions of Vision 2030, makes it one of the most exciting media markets in the world.

FDOING THINGS THE RIGHT WAY

or years, advertisers in our region have experimented with programmatic OOH, but without scale, it has remained on the margins of media plans.

Over the past decade, Al-Arabia has transformed from a static OOH media owner into a digital-first company, with 100 per cent of our network now digital. This global-scale advancement positions the Kingdom of Saudi Arabia among the top 10 markets worldwide in DOOH penetration.

Al-Arabia’s philosophy is simple: programmatic cannot just exist; it must deliver value. That is why we are investing in the right technology, aligning with international standards, and working closely with agencies and advertisers to educate the market.

We are now taking the next step in that evolution with programmatic Digital Out-of-Home (pDOOH). Our first programmatic screens will launch in Dubai, a milestone that will finally give the market something it has long been waiting for, scale.

FROM FRAGMENTED TO SCALABLE

LOOKING AHEAD

Until now, Dubai’s pDOOH market has been small and fragmented. With only a limited number of screens available to demand-side platforms, reach has been restricted, and campaigns have struggled to achieve meaningful coverage. For advertisers, programmatic has too often been treated as an add-on rather than a central part of their media strategy.

Our aim is not to position programmatic as another sales channel, but to create an ecosystem that brands believe in and agencies can confidently plan around. By doing things the right way, step by step, we will make sure that programmatic OOH in the region has the scale, reliability, and long-term impact it deserves.

Al-Arabia’s launch of pDOOH in Dubai will be a step change for the market. It will transform programmatic from a fragmented, limited proposition into a solution that finally delivers the reach and scale advertisers have been waiting for.

For Al-Arabia, programmatic is not the end point, but a new chapter in our evolution. By combining automation with scale, we will change the way OOH is planned, bought, and experienced across the region.

By Jalal Khanfour, Chief Commercial Officer, Al-Arabia

“For advertisers, programmatic has too often been treated as an add-on rather than a central part of their media strategy.”

Founded: 1983

Ownership/holding group: Engineer Holding Group, MBC Holding Group – Public; Al Arabia Digital OOH, UAE Registered Company

Offices: Riyadh and Dubai Number of staff: 400+ al-arabia.com salesteam@al-arabia.com

+966 92 003 3343; +971 4 362 8123; (800) 25272242

Founded in 1983 and publicly listed in 2021, AlArabia is a leading outdoor advertising company across the Middle East and North Africa. With innovative, high-quality solutions across diverse platforms, AlArabia serves a wide portfolio of clients and continues expanding regionally and internationally, driving excellence and innovation in alignment with Vision 2030.

PROPERTIES:

Riyadh: Digital assets: 360 faces Mezah, 34 faces Digital Mezahpole, 80 faces The Guide, 110 Skyline Bridges, 9 LEDs, 60 faces Digital Megacom, 100 faces Digital Mupi, 6 Super Giants, 16 faces Arches, 40 faces Mezah Tower, 2 faces Digital Gateways – King Fahad Bridge highway, and 42 screens located on KKIA access road. Static assets: 22 faces static Mezahpole, 250 faces Megacom, 1100 faces Mupi.

Jeddah: Digital assets: 7 LEDs; 4 faces Building screens.Static assets; 10 Hoardings.Faden’s investment; 350 faces Megacom, 350 faces Mupi.

Dubai: Digital assets: 18 Mezah Max, 143 Mezah Pro, 23 Skyline Bridges, and 50 Mezah Light.Static assets: 110 Mezah Tagline.

LEADERSHIP PANEL

MANSOUR ALOBAIKAN

Chief Executive Officer

INDUSTRY SNAPSHOT

HOW HAS DATA AND TECH CHANGED THE WAY OOH CAMPAIGNS ARE PLANNED AND MEASURED IN THE PAST YEAR?

The adoption of a unified reach-andfrequency measurement currency has transformed planning. Campaigns are now built around actual audience delivery rather than site counts. At Al-Arabia, we take this a step further – we use predictive data not only for campaign planning, but also to guide where we place new screens and networks. It’s reshaping both sales and infrastructure strategies.

HOW IS OOH BEING INTEGRATED WITH OTHER CHANNELS SUCH AS SOCIAL AND MOBILE TO CREATE MORE CONNECTED BRAND EXPERIENCES?

OOH increasingly acts as the public stage, while social and mobile channels extend interaction. A recent 2025 study found that OOH drives a 13.3 per cent higher lift in ad awareness than digital channels alone, proving how physical presence strengthens digital performance. As a supplier, we focus on enabling data-driven planning and measurement, so brands can use a common language across channels. This makes integration more seamless and ensures OOH works as a powerful amplifier to digital campaigns.

IF YOU COULD CHANGE ONE THING ABOUT THE OOH INDUSTRY TODAY, WHAT WOULD IT BE?

Shifting the mindset from competing for share to growing the market. Transparent pricing, standardised measurement, and real collaboration can build trust and unlock larger budgets. The opportunity is to expand the scale of the industry collectively, not fragment it. If stakeholders align around shared standards and ecosystem thinking, OOH can move from incremental growth to exponential impact across the region.

DO YOU FEEL MEDIA SPEND TOWARDS OOH IS INCREASING, AND WHAT FACTORS ARE CAUSING THIS SHIFT?

Rapid urban development and the expansion of digital networks are fuelling renewed advertiser interest. OOH offers a fraud-free, brand-safe, and highly viewable environment, making it a trusted medium compared to social and digital media platforms. This trust has grown alongside the digitisation of networks. The World Out of Home Organization ranked Saudi Arabia #1 globally in DOOH share of OOH spend, reflecting this momentum. Underpinning it all is confidence in transparent audience measurement, allowing advertisers to plan OOH with the same rigour as other media.

Jalal Khanfour Chief Commercial Officer

Fai Bin Masoud Business Development Director

Mansour AlObaikan Chief Executive Officer

Founded: 1995

Holding group: Choueiri Group

CEO: Pierre Choueiri

COO: Fawzi Tueni

FTueni.AOUAE@choueirigroup.com

As part of Choueiri Group which channelises advertising budgets across the full spectrum of communication platforms (TV, radio, print, digital and outdoor), Arabian Outdoor UAE has served as a market-leading force in the UAE’s OOH market since 1995.

Today the fully integrated media house extends a comprehensive range of outdoor vehicles – varying from lamposts, megacoms, unipoles and bridge banners to the largest and most strategically significant mupi network in the UAE. The company’s track record of innovation reflects its vast capabilities and dedication to providing advertisers with greater flexibility, creativity and effectiveness.

PROPERTIES:

Dubai: 800 mupis; 661 lampposts; 65 megacoms; 7 unipoles; 4 SZR bridge banners; 4 digital Dubai Canal Towers

Abu Dhabi: 414 mupis; 109 megacoms; 27 unipoles

Binary TV screens inside thousands of RTA taxis reach millions each month across airport and city fleets. They deliver an in-flight-style experience that keeps riders relaxed and receptive, while brands run full-screen, interactive audio-video ads with location and daypart targeting – creating a new distribution channel that drives attention and measurable engagement.

Founded: 2024

Regional headquarters: Dubai

Number of staff: 15 binarymedia.io info@enterbinary.com +971 50 551 5691

PROPERTIES

Dubai: More than 2,000 live connected screens, with more being added each month. Reaching millions of passengers monthly, each with an average dwell time of 25 minutes. Binary screens feature full-screen audio-video ads with interactive, location, and daypart-based targeting capabilities.

LEADERSHIP PANEL

Amit Raj COO and Co-founder

Jason Fairchild Co-founder Santosh Sarma CEO and Co-founder

LEADERSHIP PANEL

Fawzi Tueni COO

Pierre Choueiri CEO

INDUSTRY SNAPSHOT

FAWZI TUENI

COO, Arabian Outdoor

HOW HAS DATA AND TECH CHANGED THE WAY OOH CAMPAIGNS ARE PLANNED AND MEASURED IN THE PAST YEAR?

Data and technology have expanded OOH from a pure reach medium into a full-funnel channel, now equally leveraged for performance-driven actions as it is for brand building. Planning is now guided by mobile location data and audience verification platforms, enabling precise targeting based on real-world behaviours and demographics, not just estimated footfall. Measurement has been revolutionised by attribution modelling, which correlates campaign exposure with tangible offline and online actions – from foot traffic and sales to website visits. This provides a clear, data-backed line of sight to ROI, moving the conversation beyond mere impressions to demonstrable business impact and solidifying OOH’s role in the modern, connected marketing mix.

WHAT NEW FORMATS OR INNOVATIONS IN OOH HAVE CAUGHT THE MOST ADVERTISER INTEREST RECENTLY?

Advertisers are increasingly drawn to integrated ecosystems that blend high-impact static placements with dynamic digital networks. This “surround sound” approach combines the authority of static with the agility of digital for real-time messaging. Programmatic trading platforms are therefore gaining traction, offering efficient, datadriven audience targeting and transforming DOOH into a flexible, performance-oriented medium.

HOW ARE BRANDS BALANCING TRADITIONAL STATIC OOH WITH DIGITAL SCREENS AND PROGRAMMATIC BUYS?

Brands now treat static and digital/ programmatic OOH as complementary. Static builds mass awareness and long-term equity, while digital and programmatic deliver real-time, targeted messaging and measurable results. The most effective campaigns use static for overarching narratives and digital for targeted, data-driven activations.

HOW DO YOU SEE PROGRAMMATIC DOOH CHANGING THE RELATIONSHIP BETWEEN BUYERS, MEDIA OWNERS AND TECHNOLOGY PROVIDERS?

Programmatic DOOH is fostering deeper collaboration among buyers,

“

Key challenges include slow standardisation in measurement and programmatic protocols, along with how rapid digitisation is being balanced with the enduring value of static assets. The solution for this is unified, transparent metrics, which would be essential for unlocking regional potential.”

with the enduring value of static assets. The solution for this is unified, transparent metrics, which would be essential for unlocking regional potential and attracting global investments.

HAS SUSTAINABILITY BECOME A REAL CONSIDERATION IN OOH PRODUCTION AND DEPLOYMENT?

Absolutely. Sustainability is now central to OOH operations, driven by client demand and corporate responsibility. The industry is adopting energy-efficient LEDs, recycled materials, eco-friendly inks, and optimised logistics. Sustainable practices are a key differentiator in vendor selection and brand storytelling.

WHERE DO YOU SEE THE BIGGEST GROWTH OPPORTUNITIES FOR OOH IN THE REGION?

The biggest opportunity lies in integrating digital and static OOH into unified, full-funnel solutions. This approach delivers both mass reach and measurable performance, positioning OOH as an essential, accountable channel for modern marketers.

HOW IS OOH BEING INTEGRATED WITH OTHER CHANNELS SUCH AS SOCIAL AND MOBILE TO CREATE MORE CONNECTED BRAND EXPERIENCES? OOH acts as a physical anchor for digital campaigns, driving social engagement and mobile interaction through hashtags, user-generated content, QR codes, and NFC triggers. This creates a seamless brand experience, linking high-impact physical presence with digital amplification and measurement.

WHAT ROLE WILL CREATIVITY PLAY IN KEEPING OOH IMPACTFUL AS THE MEDIUM BECOMES MORE DATA-DRIVEN?

media owners, and tech providers. Media owners must offer data-enriched, addressable inventory; tech providers ensure seamless, transparent transactions; buyers gain control and insight. This interconnected approach drives value through agile, data-driven campaigns.

WHAT ARE THE BIGGEST CHALLENGES FOR OOH IN MENA TODAY?

In our view, key challenges include slow standardisation in measurement and programmatic protocols, along with how rapid digitisation is being balanced

As OOH becomes more data-driven, creative remains crucial. Data determines targeting and timing, but impactful creative captures attention and forges emotional connections. The future of OOH depends on bold, contextually aware creative that transforms targeted impressions into memorable brand experiences.

IF YOU COULD CHANGE ONE THING ABOUT THE OOH INDUSTRY TODAY, WHAT WOULD IT BE?

If I could make one fundamental shift, it would be accelerating the adoption of a unified, transparent measurement framework. This, we believe, would unlock significant growth. Standardised metrics would also simplify planning, improve ROI, and build advertiser confidence, catalysing innovation and investment across the OOH industry.

Founded: 2022 (in the Gulf region)

Ownership: Blue Ad Group

Regional headquarters: Dubai

Number of staff: 12 www.bluead.ae info@bluead.ae

SERGEY GORBATOV

Group CEO

WE SPOKE A YEAR AGO. HOW HAVE THINGS BEEN SINCE THEN?

It’s been quite a year – full of change and progress. On one hand, Dubai’s population has almost doubled over the past decade and has now reached around four million in 2025. The city ranks third in the world among capitals with the highest number of high-net-worth residents, with nearly 100,000 millionaires calling it home. Everywhere you look, there are new districts, new roads, new projects coming to life.

The out-of-home (OOH) advertising sector is growing right alongside this boom — benefiting from bigger budgets and the appearance of exciting new locations.

But at the same time, competition remains intense. Still, we’ve kept moving forward. We’ve launched – and are working on – several new digital and static sites along some of Dubai’s key roads, including Al Khail, Sheikh Zayed and Mohammed bin Zayed.

Blue Ad is a premier digital out-of-home media operator with over 20 years of experience in the USA, Russia, and the UAE. We proudly own and operate the world’s only vessel equipped with 3D LED screens in Dubai, alongside a range of other state-ofthe-art video displays, digital Unipoles, and static Hoardings on major roadways.

PROPERTIES:

Hoardings: Al Khail Rd (Al Jaddaf, Dubai Mall, Dubai Hills Mall); Hessa St (Opp Jebel Ali Racecourse); MBZ Rd (Dubai Autodrome, Dubai Sports City, City Centre Me’aisem); Al Ain - Dubai Rd (Opp Avenue Mall); Al I ihad Rd (Dubai Exit).

Digital Unipoles: Hessa St (Saudi-German Hospital); Umm Suqeim St (Mall of the Emirates), MBZ Rd (Arabian ranches), Al Khail Road (Al Jadaf, Al Quoz)

Transit media: 3D-digital vessel “Illuminate”, targeting Dubai’s promenades and waterfronts.

Digital screens: Sheikh Zayed Road (Two Seasons Hotel, Downtown Jabel Ali)

RTA Marine assets: Exclusive rights to manage all indoor and outdoor advertising on RTA Marine assets until 2030: marine vessels, 44 water taxis, marine stations naming rights, marine infrastructure and kiosks, 143 abras, tickets etc.

Ola Ghoneim Direct Sales Director

HOW IS THE DIGITAL VESSEL PROJECT COMING ALONG?

It’s been an incredible journey. Getting a newly built vessel ready — technically, legally, and logistically — has been no small feat. But we’ve finally done it. The vessel has started its daily cruises along Dubai’s most famous waterfronts — JBR, Dubai Marina, Palm Jumeirah, Jumeirah Beach, Dubai Creek and Business Bay. Seeing it in motion, lighting up the skyline, is a fantastic moment for us.

BESIDES ADVERTISING, WHAT ELSE CAN THE VESSEL BE USED FOR?

It’s really much more than just an advertising platform – it’s a full-scale communication tool. The vessel has four large LED screens, including one on top that can be seen from surrounding towers. It also features a 2,000watt sound system, so it’s not only visible but audible from afar.

The best part is flexibility — you can have it almost anywhere and anytime. It’s perfect for events, celebrations, product launches, or even to deliver a personal message in a big way. It can host live broadcasts, stream major sporting events, or showcase sponsors and brands in complete exclusivity — without any visual clutter. With its 3D capabilities and high-

definition screens, it gives advertisers a unique advantage: reaching audiences in prime areas that no other outdoor format can access. We’re extremely proud to have brought this patented vessel to Dubai after our successful experience with similar projects abroad.

LEADERSHIP PANEL

Saida Salieva General Manager

Albert Marshall Technical Manager

Mohamed Ali Business Development Associate

Andrew Kormysh Managing Director

Sergey Gorbatov Group CEO

INDUSTRY SNAPSHOT

What have you observed during your first year operating in the UAE?

The ambition here is unmistakable. The UAE and Saudi Arabia are actively positioning themselves on the global stage, not just as regional leaders, but as cultural and commercial hubs. What excites us most is how brands are leaning into this vision, ready to share their identity with the world.

David Hawkins Managing Director Middle East

What makes billups a uniquely valuable partner to brands in the UAE and region?

We bring the world closer. With a global network spanning the U.S., EMEA, and APAC, we offer regional brands unmatched access to global media environments. We make campaign planning, buying, and delivery seamless, strategic,and on-brand.

Wissam El Rayess Business Director Middle East

OOH is local by nature. We’re global by design. With teams in the USA, EMEA, and APAC, we help brands win where it matters.

What global OOH trends should UAE brands be watching for 2026?

OOH is entering its performance era. AI-led targeting, responsive creative, and dynamic formats are becoming standard. But beyond tech, brands are seeking storytelling that travels, campaigns that perform locally and resonate globally. The winners in 2026 will match scale with cultural fluency.

James McEwan CEO EMEA

What major global events should UAE advertisers start planning for in 2026?

The 2026 FIFA World Cup is more than a sporting event; it’s a cultural moment. For travel, hospitality, real estate, and government brands from the GCC, it’s an opportunity to reach global audiences at peak attention. Through billups' network, regional brands can activate campaigns in key global cities, driving brand fame and cultural relevance among affluent, engaged spectators worldwide.

Karen Barboza

Account Manager Middle East

Founded: 2004

Ownership/holding group: ELAN

Holding QPSC, owned by Qatar Development Bank

Offices: Doha and Dubai

Number of staff: 125 elan.qa elanmedia@elan.qa; elanmediadubai @elan.qa +974 4428 2830; +971 4428 9430

Jaber Al Ansari Group Chief Executive Officer

BILL FORDYCE

Chief Operating Officer

Ibrahim

Hassan Managing Director

HOW HAS DATA AND TECH CHANGED THE WAY OOH CAMPAIGNS ARE PLANNED AND MEASURED IN THE PAST YEAR?

At ELAN Media, we accelerated this shift with the launch of inMotion 2.0 in April 2025. Built with Ooredoo and Kido Dynamics, the system uses real-time telecom data to provide advertisers with accurate insights on audience movement, demographics, and impressions. This removes the guesswork and ensures campaigns are measured with clarity and confidence.

We also introduced a self-serve platform that puts these tools directly in the hands of advertisers and agencies. By selecting their preferred audience, whether by age, gender, nationality, or area of residence, they can instantly build an AI-optimized campaign that forecasts reach, calculates CPMs, and designs the best campaign plan for both impact and efficiency.

The result is a major change in how campaigns are planned. Instead of starting with “where should we place our ads?” the process now begins with “who do we want to reach?”

E LAN Media is the leading Qatari media company and is commi ed to driving innovation and excellence in advertising by offering a mix of media channels, such as digital out-of-home, static out-of-home, cinema, online and radio advertising. We offer highimpact advertising assets and high-value creative opportunities for brands. ELAN Media pioneered DOOH and programmatic DOOH in Qatar and is at the forefront of implementing technology to embed data in all its assets.

PROPERTIES:

Static Out-of-Home: Our static outdoor assets cover all the municipalities in Qatar, including Lusail City. The range of ELAN Media’s advertising platforms includes MUPIs, Seniors, Unipoles, Scaffoldings, Flag Poles, Bus Shelters, Bridge Banners and Wall Wraps with a total number of more than 2,300 faces.

Digital Out-of-Home Assets: One of the most advanced digital networks in the region, ELAN Media’s assets span key malls, roadsides and landmarks across Qatar –including Mall of Qatar, Doha Festival City, Msheireb Downtown Doha, Place Vendôme, Salwa Road, Al Waab, iconic locations in Lusail, and key Woqod petrol stations with a total of 368 screens.

Cinema: ELAN Media exclusively represents Novo Cinemas in Qatar with 104 screens. Radio: ELAN Media is the exclusive media representative of the two leading Qatari stations, Habaieb Radio 93.7 FM and Mazaji Radio 94.6 FM.

LEADERSHIP PANEL

HOW ARE BRANDS BALANCING TRADITIONAL STATIC OOH WITH DIGITAL SCREENS?

The industry has been buzzing about digital OOH for years, and for good reasons. At ELAN Media, more than half of our revenue now comes from digital signage.

That said, static is far from obsolete. In fact, it still delivers incredible value. A well-crafted static billboard, with bold design, quality printing, and strong lighting, can be just as impactful, sometimes even more than digital. Unlike rotating digital messages, static offers uninterrupted presence, making it ideal for long-term brand campaigns or high-profile landmark sites.

IF YOU COULD CHANGE ONE THING ABOUT THE OOH INDUSTRY TODAY, WHAT WOULD IT BE?

If I could change one thing about the OOH industry today, it would be the adoption of audience measurement.

Across the industry, companies like ours have invested significant amounts of time, resources, and money into building advanced measurement systems.

Yet, despite this progress, the uptake from agencies and clients remains lower than it should be. Too often, planning is still driven by location or habit rather than by data. When measurement is used, the results are clear: smarter targeting, stronger ROI, and greater trust in OOH as a medium.

WHERE DO YOU SEE THE BIGGEST GROWTH OPPORTUNITIES FOR OOH IN THE REGION?

The biggest opportunity is in omnichannel campaigns, although I hate to use such a buzzword. Advertisers want their message to follow consumers across platforms – online, offline, mobile, and social.

Digital OOH fits perfectly into that mix. It offers the scale and visibility of outdoor media, while syncing with digital channels. A consumer might see a brand on a big screen in the morning, then get a personalized ad on their phone later that day.

That kind of continuity builds stronger awareness and drives action. OOH is becoming the anchor in these cross-platform strategies, and that’s where the growth for our companies is.

Bill Fordyce Chief Operating Officer –ELAN Media

Khalid Abu Saada Media Sales Director

Tim Hufford Media Sales Director

Sameeh Kanaan Media Sales Director

Mohamed

Context Is Everything Reach Audiences Where It Matters

The UAE’s most strategic DOOH network reaching exclusive audiences across landmark residential, lifestyle, and business communities.

DOOH MEDIA PARTNER OF

Founded: 2011

Regional headquarters: Dubai

Number of staff: 36 elevision.com marketing@elevision.com +971 4 360 8089

Elevision operates a strategic DOOH network embedded across the UAE and UK’s premium residential, lifestyle and business districts. Designed for advertisers seeking relevance and impact, Elevision delivers context-rich, data-informed communication that reaches affluent audiences in the moments and environments that matter most.

PROPERTIES: Total of 2500 Digital Screens in the UAE.

Large Format LED Screens: 121 (DIFC, One Central, Dubai Design District) Hoarding: 1 DIFC North

Residential Media: Dubai 1,685 and Abu Dhabi 169 (Dubai South, Sport City, JVC, Dubai Hills, Dubai Marina, JLT, Media City, Palm Jumeirah, The Greens, Jumeirah, City Walk, Downtown, Business Bay, Meydan, Bluewaters, Khalifa City, Downtown, Rawdhat and Reem Island)

Commercial Elevator Screens: Dubai 490 and Abu Dhabi 35 (Media City, JLT, Business Bay, Dubai Design District, DIFC, One Central, Reem Island, Abu Dhabi Downtown)

LEADERSHIP PANEL

HOW HAS DATA AND TECHNOLOGY CHANGED THE WAY OOH CAMPAIGNS ARE PLANNED AND MEASURED IN THE PAST YEAR?

Over the past year, data and automation have transformed, especially DOOH, planning and scheduling into a real-time, audience-driven discipline. Campaigns are now built around behavioural patterns, attention metrics, and dynamic environmental triggers instead of fixed impressions.

At Elevision, this shift has been accelerated by our integration of Catch across the entire network, providing advertisers with the region’s most precise real-time impression matrix. This enables live visibility of audience flow, dwell time, and exposure frequency, allowing planners to optimise campaigns on our screens while they’re running. Combined with AI-driven reporting, these insights connect reach and recall to measurable outcomes, redefining how OOH effectiveness is quantified.

WHAT ARE THE BIGGEST CHALLENGES FOR OOH IN MENA TODAY?

The industry’s main challenge lies in context and attention. Scale is no longer enough; effectiveness depends on how meaningfully content fits its environment. Audiences are selective, and impressions without attention

no longer hold value. OOH networks must demonstrate contextual precision – reaching the right audience in the right place, at the right state of mind, while proving measurable engagement through credible dwell-time insights.

HOW IS OOH BEING INTEGRATED WITH OTHER CHANNELS SUCH AS SOCIAL AND MOBILE TO CREATE MORE CONNECTED BRAND EXPERIENCES?

OOH now acts as the foundation of omnichannel campaigns, triggering sequential storytelling across mobile, social and CTV. Real-time location signals and behavioural data enable brands to re-engage audiences digitally within minutes of physical exposure,

bridging awareness, consideration, and conversion in a single, connected journey.

WHAT ROLE WILL CREATIVE PLAY IN KEEPING OOH IMPACTFUL AS THE MEDIUM BECOMES MORE DATA-DRIVEN?

As data guides precision, creative remains the differentiator for attention. Understanding dwell-time patterns enables storytelling that unfolds naturally, capturing interest in the first few seconds and rewarding it through layered, emotionally resonant design. Creativity is what transforms data insight into a memorable human experience.

DO YOU FEEL MEDIA SPEND TOWARDS OOH IS INCREASING, AND WHAT FACTORS ARE CAUSING THIS SHIFT?

OOH investment is stable but evolving. In the UAE market, where OOH already commands roughly 35 per cent of total ad spend compared to about 5 per cent globally, the question is less about growth in media spend and more about transformation. Brands are reallocating within the channel, shifting from static placements to high-impact digital formats that offer data, flexibility, and measurable outcomes. At the same time, advertisers are seeking credible, brand-safe environments after years of overexposure to low-trust digital inventory. OOH provides that balance: physical presence, verified audiences, and longer viewing times all contribute to stronger recall and real-world impact. The shift we’re seeing isn’t just toward more OOH, but toward smarter OOH.

Husam Abuhoush Chief Financial Officer

Daniel Wright Sales Director

Rami Aboul Hosn Director of Business Development and Partnerships

Roxy Kairuz Content Director

Eamon Sallam Chief Operating Officer

Niall Sallam Chief Executive Officer CEO NIALL SALLAM

INDUSTRY SNAPSHOT

Founded: 2020

Regional headquarters: Dubai

Number of staff: 30+ flick.global flick@flick.global  +971 4 576 6770

Flick Global is a leading premium outdoor and private jet terminal advertising provider specialising in reaching Ultra-High-Net-Worth Individuals, VIPs and elite audiences. With a strong presence in Dubai, Abu Dhabi, London, Paris, Geneva, Marrakesh and Damascus, Flick connects global brands with influential audiences through high-impact OOH and airport advertising solutions.

PROPERTIES

13 Hoardings

300 Lampposts

DWC Private Jet Terminal Digital LED Screens: 14 faces LED Lampposts, 8 faces LED Totems, 2 faces 3D Cube

1 DIFC Wall Banner

AlMardini Chief Executive Officer Flick Global Final.pdf 1 23/10/2025 7:19 pm

LEADERSHIP PANEL

Majd Tata General Manager

Mohamad

Founded: 2017

Regional headquarters: Dubai, UAE

Ownership/holding group: Golden Anchor Investments

Number of staff: 12 footprintooh.com sales@footprintooh.com

+971 4 288 7000

KASHIF MERCHANT

Founder and Managing Partner

WHAT NEW FORMATS OR INNOVATIONS IN OOH HAVE CAUGHT THE MOST ADVERTISER INTEREST RECENTLY?

Advertisers today are moving beyond evaluating OOH formats solely by their size or location. There’s growing interest in highimpact structures and visually striking designs that capture attention. Additionally, innovations in digital and interactive displays – such as 3D anamorphic screens, motionintegrated facades, and dynamic LED installations – are drawing strong advertiser interest for their ability to create memorable, immersive brand experiences.

HOW ARE BRANDS BALANCING TRADITIONAL STATIC OOH WITH DIGITAL SCREENS AND PROGRAMMATIC BUYS?

Brands are increasingly taking a data-driven approach when balancing static and digital OOH. The choice often depends on the location’s dwell time and audience engagement potential. In environments with longer dwell times – such as shopping districts, airports, and transit hubs – advertisers are leaning toward digital screens that allow for dynamic, timesensitive, and even programmatic creative rotations. These formats offer measurable engagement, flexibility in messaging, and the ability to optimise in real time.

Conversely, in high-traffic corridors or highways where audiences have limited viewing time, static formats continue to dominate. Their

At Footprint Advertising Solutions, we believe in the power of ideas. Our comprehensive Marketing Agency is based in Dubai, but we work with clients near and far in order to help them transform the way they do business. Every great client alliance starts with a strategy.

When we partner with clients for full-service creative solutions, we devise a plan to capture audience a ention and ensure long-term success. We were born out of a desire to provide brands with the quality creative services they need in order to stay ahead. We believe in creating inspired solutions that are uniquely appropriate for each client we work with.

We have been building, brightening and promoting company brands since 2017, and our team has the necessary skills and experience to benefit our clients. Our approach involves developing custom-made integrated solutions that define the right messaging at the right time to help businesses engage with the right audience.

PROPERTIES: 10 unipoles, 2 wall banners, 2 bridge banners, 3 hoardings

LEADERSHIP PANEL

INDUSTRY SNAPSHOT

large-scale visibility ensures stronger brand recall and impact with a single, bold creative. Many brands now integrate both formats within the same campaign – using static for broad awareness and digital for contextual, datatriggered engagement – creating a more cohesive and performance-oriented OOH strategy.

HAS

SUSTAINABILITY BECOME A REAL CONSIDERATION IN OOH PRODUCTION AND DEPLOYMENT?

Sustainability is gaining traction in OOH, but its adoption still varies significantly by region. In many markets, including ours, there’s still a long way to go before sustainable practices become an industry standard rather than an exception. At our company, we’ve made sustainability a core commitment – being one of the few, if not the only, zero-to-landfill suppliers and actively working toward net-zero operations.

While these efforts set an important benchmark, broader change will only come when more suppliers integrate responsible production methods and when clients begin prioritising partners who demonstrate genuine sustainability credentials. The shift is gradual, but there’s growing recognition that sustainable OOH isn’t just ethical – it’s becoming a key factor in long-term brand reputation and procurement decisions.

IF YOU COULD CHANGE ONE THING ABOUT THE OOH INDUSTRY TODAY, WHAT WOULD IT BE?

If I could change one thing about the OOH industry today, it would be the lack of creativity

and risk-taking in campaign execution. Too many campaigns feel monotonous and formulaic, relying on safe visuals rather than bold ideas that truly captivate audiences. When you look at cities like Mumbai, London, or São Paulo, their OOH campaigns often push creative boundaries – they’re immersive, interactive, and unforgettable.

One of my favourite examples was a Sephora campaign that used a 3D execution, where the visual transformed as you drove past it. It was a perfect example of how innovation and storytelling can turn a billboard into an experience. I’d love to see more of that level of creativity in our region – campaigns that not only deliver impressions but leave a lasting impression.

Monique Croucamp Head Of Retail Activations

Lulu Saqer Sr. Director Of Outdoor Sales Aquif Merchant Events And Activations Manager

Abdullah Rashad Head Of Accounts

In the fast-paced world of advertising, out-of-home (OOH) media holds a unique power: the undeniable impact of physical presence. But the true magic unfolds not with a single billboard, but with a strategically woven network across key, high-traffic areas. This is where OOH transforms from visibility to undeniable influence.

This was the case for yet another satisfied client of ours, Sukoon Insurance, whose campaign was successfully able to capture 72.75 per cent of Dubai residents and 40 per cent of Sharjah, ensuring maximum visibility and guaranteeing high repetition, which leads to call-to-action.

THE WINNING FORMULA: NETWORK + LOCATION STRATEGY

A successful OOH campaign isn’t just about being seen; it’s about being seen consistently, everywhere it matters, by the right people. By combining the

following elements, brands unlock the true power of OOH:

A strategically planned network that covers key audience pathways and touchpoints; High-traffic locations focus to maximise impressions and reach; Driving notability and attention with a clear, compelling message. This synergy creates an immersive brand experience that builds awareness, drives

“IT’S ABOUT BEING SEEN CONSISTENTLY, EVERYWHERE IT MATTERS, BY THE RIGHT PEOPLE.”

THE NETWORK EFFECT

Hills Advertising’s Sami Al Mufleh explains how a strategic network can transform outdoor media from visibility to impact.

recall, influences perception, and ultimately, fuels campaign success far beyond what isolated placements can achieve. It transforms OOH from mere advertising into a powerful, omnipresent brand statement.

WHY A NETWORK MATTERS:

1. Ubiquity and repetition: A single ad might be seen once. A network ensures your message is encountered repeatedly by the same audience as they move through their daily lives – commuting, shopping, socialising. This repetition builds familiarity and reinforces brand recall far more effectively than isolated exposure.

2. Maximised reach and frequency: Blanketing key areas, such as downtown cores, major highways, transit hubs, and popular shopping districts, guarantees exposure to a vast, diverse audience. High traffic volumes translate directly into high impression counts. A network amplifies both the number of people reached and the average number of times they see your message.

3. Contextual relevance and targeting: Strategic networks allow you to place messages in contextually relevant environments. Target affluent consumers near luxury retail districts, reach commuters during rush hour near transit points, or connect with families in entertainment zones. High-traffic areas naturally aggregate specific demographics and mindsets.

4. Building brand authority and credibility: Seeing a brand consistently represented across premium, highvisibility locations creates an impression of scale, success and market leadership. It signals that a brand is established and is everywhere its audience might be.

5. Creating campaign momentum: A well-coordinated network creates a sense of movement and momentum for the campaign. It feels less like a static ad and more like a brand taking over the cityscape, generating buzz and conversation.

THE

HIGH-TRAFFIC MULTIPLIER:

Integrating high-traffic locations is the crucial fuel for this network effect: Massive audience delivery: These spots guarantee significant eyeballs –commuters stuck in traffic, pedestrians navigating busy streets, shoppers en route to stores.

Captive audiences: Unlike digital ads that can be skipped, OOH in high-traffic areas often catches people during dwell times – waiting for a bus, sitting in traffic –leading to higher engagement potential. Prime real estate is equal to premium perception: High-traffic zones are premium precisely because of their visibility. Associating your brand with these locations enhances its perceived value and importance.

By Sami Al Mufleh, Founder & CEO, Hills Advertising

Founded: 2003

Regional headquarters: Dubai

Number of staff: 130 hillsadvertising.com

Info@hillsadvertising.com

+ 971 4 325 3130

Hills Advertising LLC was established in Dubai in 2003, with the vision to lead and actively develop the outdoor advertising market within the middle east It has become one of the largest and most experienced owner and operator of outdoor advertising in Dubai. The teams’ vast experience, creativity and passion for outdoor advertising has enabled Hills to become a valued media partner for local and international clients and agencies.

PROPERTIES:

Dubai: SZR (backlit bridge banners; free standing LED bridges ‘Golden Gates’, Al Wasel Road (bridge banners); Al Khail Road, Al Sofouh Road, Al Rebat Road (backlit bridge banners); Expo Road and Mohammed Bin Zayed Road (backlit bridge banners, large format hoardings); Bani Yas Road (LED unipole); Financial Center Road (LED wall sign); Airport Road (backlit bridge banners); Dubai South & Maktoom Airport Approach Rd. (backlit lampposts, flags, hoardings); Private Jet Terminal (solar mupis); Deira (bridge banners); Ittihad Road (backlit unipoles).

Jordan: Covering the Capital Amman, Queen Alia Airport Road, Dead Sea Road, Aqaba City, Irbid City (unipoles; wall banners; bridges; lampposts).

MAXIMISING EXPOSURE BEYOND SHEIKH ZAYED ROAD

Aleading brand approached Hills Advertising with a clear objective – to secure maximum exposure on Sheikh Zayed Road (SZR), Dubai’s most prestigious and high-traffic corridor. The client wanted high visibility in what is often seen as the city’s most desired advertising location.

At Hills Advertising, we believe true campaign effectiveness comes from a balance between visibility, reach, and efficiency. While SZR offers an undeniable impact, relying solely on one corridor can limit audience penetration and inflate frequency among the same commuters.

Drawing on our deep understanding of OOH dynamics, we adopted a consultative approach, engaging the client in a data-led discussion on how to unlock incremental reach by extending visibility to other major highways such as Al Khail Road, MBZR, and Airport Road. Thanks to our planning capabilities and access to Streach, one of the most widely adopted OOH measurement tools

in the market, we were able to demonstrate the reach efficiency and frequency optimization that comes from network diversification.

Our data-driven recommendation illustrated how including additional high-traffic corridors would expose the campaign to new commuter audiences across Dubai’s expanding residential and business hubs

– from JVC and DAMAC Hills to Dubai Hills and Mirdif – while maintaining a strong presence on SZR for prestige and prominence.

RESULTS

After implementing the optimized network strategy, the campaign achieved:

• +13% uplift in unique reach

• -34% reduction in frequency, ensuring reduced overexposure to the same audience

• Broader geographic coverage across the city

• Higher campaign efficiency, translating to better value for the client

This case demonstrates how Hills Advertising’s consultative planning approach is able to transform a client’s brief into a more effective and measurable outcome.

By going beyond the obvious choice of Sheikh Zayed Road, we helped the brand maximize its audience exposure, proving that OOH success lies in owning the journey – not just the road.

LEADERSHIP PANEL

Wassim Malkawi CFO

Rabih Bekai Business Development Lead

Mahmoud Najjar Head of Operations Yasmin Balqar Communications Director

Hiba Momani Managing Director

Sami Al Mufleh Founder and CEO

CASE STUDY

Advertising is no longer a race for visibility only. It is a competition for attention, and attention has become the most valuable asset in marketing. In a world where audiences are more selective and more empowered than ever, the brands that succeed are those that earn this attention rather than demand it.

Across MENA, consumers are surrounded by content from morning to night. They scroll, swipe, skip, and mute at record speed. Ipsos research shows that almost 75 per cent of viewers decide within five seconds whether to continue watching an ad. That fleeting moment now determines whether a message connects or disappears.

THE UNDERESTIMATED ENGINE OF IMPACT

While many advertisers chase short-term digital metrics, out-of-home continues to prove its long-term value through both efficiency and effectiveness. Ipsos data shows that OOH delivers one of the lowest global average costs per thousand impressions at $6.41, nearly half the $12.20 all-media average. For marketers facing constant pressure to justify every dollar, that difference directly translates into stronger return on investment.

But cost efficiency is only part of the story. OOH’s strength lies in how it combines reach with relevance. It meets commuters, shoppers, and travellers in the real world, at moments when attention is highest and distraction is lowest. Unlike digital formats, it cannot be skipped, scrolled past, or muted. It demands a pause, not a click.

THE CREATIVE ADVANTAGE: WHERE IDEAS MEET CONTEXT

OOH’s true power lies in creativity. Ipsos’ global creative effectiveness database

shows that when OOH ads are perceived as unique, they can deliver a 21 per cent lift in memory encoding, driving stronger long-term brand recall.

Campaigns that evoke empathy, making people feel ‘this is for someone like me’ can increase behavioural change by 53 per cent. Those that introduce new or unexpected ideas drive a further 38 per cent uplift. When empathy and novelty come together, OOH becomes one of the most effective platforms for both emotional connection and message retention.

From illuminated facades on Sheikh Zayed Road to digital screens along Riyadh Boulevard, great OOH campaigns turn familiar spaces into shared experiences. They transform architecture into storytelling and everyday commutes into moments of engagement.

THE TACTICS THAT DRIVE RESULTS

Ipsos data identifies two consistent levers of success in OOH execution.

The first is the use of distinctive brand assets such as logos, colours, taglines, and product visuals. Including a tagline can lead to a 24 per cent increase in behavioural response, while showing the product or its packaging drives an even higher 61 per cent uplift. Recognition begins with familiarity, and OOH excels at turning familiarity into trust.

The second is simplicity. Campaigns built around one clear message outperform multi-message executions by 44 per cent in driving behaviour change. In a world of fragmented attention, clarity is not only a creative discipline, but also a commercial advantage.

THE STRATEGIC MANDATE FOR MARKETERS

OOH is no longer a complementary channel. It has become a strategic pillar that connects efficiency, creativity,

TURNING ATTENTION INTO BUSINESS IMPACT

While many advertisers chase short term digital metrics, out-of-home continues to prove its long-term value through both efficiency and effectiveness, writes Ipsos’ Ziad Issa.

and credibility in one place. It creates shared public experiences in an era dominated by private screens and fleeting impressions.

For decision makers, the numbers are persuasive. OOH delivers broader reach than other mediums. It offers almost 50 per cent lower cost per thousand impressions (CPM) and contributes to more than half of award-winning campaigns worldwide. Yet its value is not just numerical. OOH restores something the industry has lost: the ability to make people feel part of a collective moment.

In a world where so much media disappears the second it appears, physical visibility still builds permanence. It gives brands a presence that audiences can literally see, feel, and remember.

The next chapter of marketing effectiveness will belong to brands that balance analytical precision with creative ambition. OOH offers the space to do both. It turns fleeting attention into lasting memory, memory into action, and action into measurable growth.

In a marketplace overflowing with noise, that might just be the most valuable outcome of all.

By Ziad Issa, CEO, IPSOS MENA

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The Future of pDOOH is Here

Detects the Audience. Speaks to the Moment. Delivers in Real-Time.

Visit hypermedia.ae

Founded: 1999

Holding group: W GROUP holding, a subsidiary of W Ventures Holding

Number of staff: 93

Offices: Dubai, Abu Dhabi, Beirut hypermedia.ae

info@hypermedia.ae

+971 800 4600

As creators of impact, Hypermedia empowers brands with intelligent DOOH and retail media experiences. Our extensive OOH network across the UAE integrates cu ing-edge, technology-driven media with strategically positioned prime locations. Leveraging advanced real-time AI-powered pDOOH, we deliver tailored solutions that maximise engagement and effectiveness for advertisers.

PROPERTIES:

Public transport: Signature naming rights: 32 stations. Dubai Metro: 1,500 digital screens; 800 illuminated sheets; 4,000+ vinyl wrap assets; 53 activation areas. 125 trains: 2,750 overheads, 4,000 window stickers and seat dividers. Palm Monorail: 4 stations and trains. Outdoor: Z Gallery: SZR 23 Iconic Arts, 13 LED and 21 static bridges, 3 static illuminated hoardings, 6 verticals, 780 pillars, 4 hoardings. Z others: Prime outdoor areas (112 illuminated piers; 140 lampposts). Retail Media: In-Mall: 47 malls (MAF, AlDar, Dubai Holding, Wafi, Burjuman, Abu Dhabi Mall, Deerfield, Bawabat al Sharq, Dalma, Reem); InStore: 268 hypermarkets (Carrefour, Union Coop, Abu Dhabi COOP, LULU); Petrol stations: 68 ENOC stations; 1400 screens; Destinations: Palm Jumeirah, Expo City Dubai, Hudayriyat Island. Innovations: Real-time AI audience-targeting, immersive hologram technology.

Philip Ma a CEO, Hypermedia

Roy Ma a CRO, W GROUP Holding

Gerard Rustom COO, Hypermedia

Nassim Habib VP of Sales, Hypermedia

INDUSTRY SNAPSHOT

Daniel Khalil Head of Sales, Hypermedia

Dylan Temple-Heald Head of Programmatic (pDOOH), Hypermedia

HABIB WEHBI

Chairman and Group CEO, W GROUP Holding (Hypermedia, DXTA, AiOO)

HOW HAS DATA AND TECH CHANGED THE WAY OOH CAMPAIGNS ARE PLANNED AND MEASURED IN THE PAST YEAR?

The past year marked a decisive shift, from digitization to intelligence, from visibility to accountability. Data and technology have turned Out-of-Home into a precision medium, measuring real audiences in real time.

At W Group Holding, we’ve built this transformation from Dubai outward through an in-house integrated ecosystem that connects the full advertising chain. Hypermedia anchors the region’s most diversified DOOH network; DXTA Technology bridges it to online AdTech platforms like Gameloft, Petal Ads, social media, Google Ads; and AiOO powers it through IoT and AI, turning every screen into a data-rich touchpoint.

This isn’t imported innovation, it is homegrown technology, designed and built in Dubai for the world, delivering reach and accountability advertisers can trust.

WHAT NEW FORMATS OR INNOVATIONS IN OOH HAVE CAUGHT THE MOST ADVERTISER INTEREST RECENTLY?

Traditional OOH was about places. Today, it’s about people.

With programmatic DOOH (pDOOH) technology, advertisers no longer buy locations, they buy audiences, in real time. Campaigns can

now adapt instantly, react to live conditions, and measure verified exposure rather than estimated impressions.

For the first time, OOH delivers the same performance precision as digital, only with greater scale and visibility. It’s a first-of-its kind built in Dubai, now scaling globally, setting a new benchmark of how cities and brands connect. Advertisers no longer ask if their campaign worked, they see it working, moment by moment.

HOW DO YOU SEE PROGRAMMATIC DOOH CHANGING THE RELATIONSHIP BETWEEN BUYERS, MEDIA OWNERS, AND TECHNOLOGY PROVIDERS?

pDOOH is reshaping the value chain. It’s no longer about buying inventory; it’s about building connected ecosystems that link brands, data, and outcomes.

Globally, Retail Media is projected to surpass $200bn by 2026, becoming one of the fastestgrowing ad channels. pDOOH extends this momentum into the physical world, where 80 per cent of sales still happen.

For media owners, it opens new revenue streams through data monetization and retail integration. For advertisers, it delivers measurable, real-time engagement along the shopper journey.

At W Group, we’re driving this convergence, combining Hypermedia’s exclusive DOOH footprint, DXTA’s online precision, and AiOO’s real-time audience intelligence to bridge media and commerce seamlessly.

WHERE DO YOU SEE THE BIGGEST GROWTH OPPORTUNITIES FOR OOH IN THE

REGION?

As communication infrastructure merges with city infrastructure, growth will hinge on how fast markets adapt to that convergence. Dubai is already leading this evolution; operationalizing what the world still calls “smart media.” Here, mobility, retail, and technology converge within one connected urban framework.

This model will soon define how cities measure engagement, movement, and economic activity.

For W Group, it’s not about following digital trends; it’s about exporting a Dubai-born model globally, where Out-of-Home becomes the intelligent backbone of connected cities. Hypermedia is scaling it locally; AiOO will replicate it regionally and globally.

The next phase of OOH isn’t a competition of screens; it’s a competition of intelligence. And Dubai has already shown what that future looks like.

LEADERSHIP PANEL

Stop staring at screens, start using them

Hypermedia’s Dylan Temple-Heald explores how programmatic digital out-of-home is transforming the medium from static visibility to intelligent, data-driven engagement.

When did ‘digital’ become the finish line? When was the last time your campaign truly moved with your audience, not metaphorically, but literally? When did your billboard know your customer was nearby? When did your media plan last adapt in real time, not after a post-campaign deck two weeks later?

If the answer is never, you are not alone. Most marketers still treat out-of-home as a static channel, fixed, predictable and passive. But that era is ending.

Welcome to Programmatic Digital Out-of-Home (pDOOH) where automation, data, and audience intelligence collide. If you are still waiting to see how it evolves, you are already behind. In the UAE, it is not a concept. It is operational and happening now, delivering measurable, automated campaigns across Dubai Metro and retail media networks every single day.

THE WAKE-UP CALL: DIGITAL WAS JUST THE WARM-UP

THE RETAIL MEDIA MULTIPLIER

At Hypermedia, that transformation is already underway. We have built one of the region’s first connected programmatic ecosystems with 780 digital screens across Dubai Metro and an expanding retail network inside leading supermarkets and hypermarkets, all powered by data-driven delivery and audience analytics.

pDOOH bridges the gap between awareness and action.

• Connects physical and digital touchpoints through automated planning.

• Targets audiences contextually by time, location, and behaviour.

• Measures incrementality, store visits, and conversions, not just reach.

Hypermedia is now rolling out programmatic enablement across its entire media portfolio, including outdoor networks. While real-time audience targeting is currently live across Metro and retail media, its expansion into outdoor environments marks the next chapter of our transformation, turning every format into an intelligent and measurable platform.

For years, the industry applauded itself for digitisation, swapping vinyl for LEDs, adding motion, and calling it transformation. But digitisation wasn’t innovation; it was the warm-up act. The real revolution is automation and accountability; the moment screens stop speaking at people and start engaging with them.

• Extends a ribution to online channels like search, social, and CTV.

This is not about digitisation anymore. It is about precision, performance and proof.

FROM ASSUMPTIONS TO ACTUALS

For too long, OOH planning has been powered by guesswork, estimated impressions, average dwell time, and probabilistic audiences. We built campaigns on averages, and digital took the accountability crown.

pDOOH changes that. Through verified audience data and automated buying platforms, advertisers can now plan and optimise campaigns based on real audience

behaviour, not assumptions. No facial recognition. No tracking. No Personally Identifiable Information (PII). Only privacy-first, anonymised insights and transparent reporting. This gives brands something OOH has always needed: clarity and confidence.

THE SLEEPING GIANT: RETAIL MEDIA MEETS THE REAL WORLD

Retail media is the marketing world’s new obsession, and rightly so. Projected to exceed 200 billion dollars globally by 2026, it is where commerce and communication converge. The next phase of retail media is not confined to e-commerce or app banners. It is happening inside physical stores, right where decisions are made.

Through Hypermedia’s retail network, programmatic screens in supermarkets and hypermarkets reach shoppers at the exact moment of intent.

awareness to conversion. Entertainment brands can combine mass visibility with measurable engagement.

This is not a replacement. It’s an evolution of control, transparency, and accountability.

FROM OUTPUTS TO OUTCOMES

For decades, OOH has celebrated outputs such as reach, frequency, and visibility. The new era is defined by outcomes, engagement, visits, and incremental sales. Through integrations with major digital platforms such as Google Ads, Petal Ads, and connected retail data, Hypermedia’s pDOOH allows advertisers to measure the incremental lift generated by each exposure. For the first time, OOH can speak the same performance language as digital, only with greater credibility and visibility.

A beverage brand can shift creative by time of day. A weekend promotion can activate when store traffic peaks. A new product can gain measurable exposure across hundreds of aisles, with attribution that connects exposure to sales lift.

That is not a pilot. That is today’s operating model.

THE REAL-TIME ADVANTAGE AND WHAT COMES NEXT

The age of ‘set it and forget it’ campaigns is over. Today, Hypermedia’s programmatic infrastructure gives advertisers the flexibility to activate, pause, and optimise campaigns in real time, especially across Dubai Metro and retail media environments, where verified data informs every impression. This is real-time targeting in motion, live, measurable and accountable. The next step is even bigger, extending this intelligence to outdoor environments where data and automation will soon shape how brands communicate citywide.

Hypermedia’s full programmatic rollout across Metro, retail and outdoor will unify every format into a single, connected, data-intelligent network where media stops being a channel and becomes an infrastructure.

WHY THE UAE IS THE PERFECT TEST BED

Few markets are as ready for programmatic transformation as the UAE. A tech-savvy population, progressive data laws and integrated mobility systems make it ideal for measurable innovation, while the nation’s modern, ever-evolving infrastructure continues to give rise to smart city advancements.

52 Metro stations and 125 trains: over 800,000 daily riders.

47 malls and 260 supermarkets: more than 700 million annual visits.

Every commute, every purchase, every moment of attention is measurable. Hypermedia’s role is to orchestrate it. We are not selling sites; we are delivering data-driven scale and verified audiences across the nation’s busiest and most valuable environments.

WHAT PDOOH DELIVERS

Automated activation across Metro and retail media networks

Contextual creative optimisation

Cross-channel a ribution

Fraud-free, human impressions

Audience-led buying precision

WHO WINS IN THE NEW GAME

The winners aren’t necessarily the biggest. They are the boldest. Brands that embrace automation, experimentation, and measurable accountability.

Across categories, from retail and FMCG to automotive and fashion, early adopters are already engaging with Hypermedia’s programmatic stack, testing new ways to:

• Plan campaigns by audience and context.

• Activate dynamically across Metro and retail

• Measure ROI, not post-campaign, but in-flight.

Many others are now beginning to explore this full ecosystem, learning how automation, data, and creative agility can work together to elevate performance. In this evolution, creativity still plays a leading role. It isn’t overtaken by automation; it’s amplified by it. Programmatic DOOH makes creativity more relevant, more responsive, and more capable of inviting audiences to be part of

THE FEAR FACTOR: COMFORT VS. CHANGE

Let’s be honest; hesitation still exists. Some marketers prefer the comfort of static takeovers and long-term placements. It feels safe and tangible. But permanence doesn’t equal performance.

Programmatic doesn’t replace traditional OOH; it enhances it. Luxury brands can still own iconic visibility through direct buys, while adding data-driven retail extensions to connect

THE END OF PASSIVE SCREENS

Cities breathe. They move. They react. Your advertising should too.

With programmatic now powering Dubai’s Metro and retail environments and soon its outdoor network; OOH is evolving from visibility to intelligence. Hypermedia is building a media ecosystem that listens, learns, and connects brands with audiences in contextually relevant ways, screen by screen, store by store, journey by journey.

The question is simple: Will your brand keep showing up on screens, or start engaging through them?

Dylan Temple-Heald, Head of Programmatic (pDOOH), Hypermedia

A SINGLE LOOP THROUGH TOWN, YOU`RE KNOWN ALL AROUND!

Across bridges, trams, buses, and taxis, Info Media Group connects movement with meaning—driving brands through every route and over every horizon.

Founded: 2004

Holding Group: Independent Offices: Dubai (UAE), Croatia, Bosnia & Herzegovina, Montenegro, Croatia, Slovenia, Serbia Staff: 175

Founded in 2004 by CEO Vedran Pušić, Info Media Group has grown into a leading international player in public city transport and bridge advertising across Europe and the Middle East

As specialists in urban mobility media, we transform everyday journeys into powerful brand experiences—connecting audiences through a diverse network of buses, trams, metros, trolleybuses, taxis, and landmark bridge structures.

LEADERSHIP PANEL

Our strength lies not only in the scale of our network, but also in our talented team of strategic sales professionals, creative designers, and operational experts who bring passion, precision, and innovation to every campaign. Their combined expertise ensures that each project is executed flawlessly, driving both commercial results and brand impact for our clients.

We pride ourselves on the seamless integration of outdoor and indoor formats, combining data, design, and operational efficiency to deliver unmatched visibility for our partners. Every campaign we execute is guided by our core values: quality, innovation, efficiency, and accountability—ensuring brands stay visible, relevant, and unforgettable.

Info Media Group’s extensive portfolio spans transit and bridge media across Europe and the UAE, covering buses, trams, metros, trolleybuses, taxis, and iconic bridge structures. Our formats include full wraps, digital and static bridges, mega sides, and interior branding, strategically positioned to deliver maximum visibility and impact. Through AI-based analytics and traffic mapping, we ensure every campaign achieves precision targeting, powerful reach, and measurable ROI.

Safwat Abdulkhalek General Manager

Youssef Hariz Direct Sales Director

Fuhad Kattuparuthi Sales Account Manager

Yasmine Idriss Agency Sales Director

Izzat Ghandour Operations Manager

Suzane Mahfouz Office Manager

SIGNS OF CHANGE

Outsite Billboards’ Ahmed Bahgat says Cairo’s expanding cityscape and Gen Z-led digital shift are breathing new life into Egypt’s out-of-home market.

Egyptians have a strong affinity for out-of-home (OOH) media, and data consistently shows high engagement with outdoor campaigns. For the millions of citizens who spend a significant portion of their day commuting, OOH media provides an entertaining experience on the road. Marketers in the real estate and FMCG sectors report that OOH advertisements yield higher conversion rates, indicating that Egyptian audiences place more trust in digital and static out-of-home than other advertising channels.

Egypt’s OOH industry stands as the largest in the MENA region. Despite the notable scarcity of market information, the sector’s true scale far surpasses general expectations, with figures significantly higher than those observed elsewhere in the region.

As of Q3 of 2025, Greater Cairo’s OOH advertising industry is thriving. Statistics from MOOH Media Intelligence reveal the existence of more than 13,000 advertising faces at more than 9,500 locations across 34 districts. This expansive network supports over 1,200 advertisers promoting more than 1,600 brands through more than 2,600 campaigns. An average campaign in Egypt deploys about 50 hi-format ad faces, while big campaigns easily go over 200. All these numbers reflect the fierce competition over the more than 26 million Egyptians living in the metropolitan area of Greater Cairo, a city with a $292bn GDP, according to the Central Agency for Public Mobilisation and Statistics (CAPMAS).

GO BOLD… OR GO HOME

In this sleepless city, the constant hum of engines is a 24-hour symphony of productivity. With hundreds of millions of ad reaches per week, brands are confident in their audience engagement. This allows marketers to prioritise OOH among other media channels, since delivering the highest conversion also guarantees higher return on advertising spending (ROAS), according to both global and local brands.

Experienced marketers in Egypt understand that to make a significant impact, a bold approach is essential. Large budgets allocated to OOH advertising enable extensive coverage across multiple districts, using significant advertising spaces. Consequently, a low-profile strategy is risky and ineffective for brand building and sales. In the minds of Egyptian consumers, OOH media is equivalent to ‘big advertising’ or ‘big campaigns’ – when they see a brand on a large outdoor billboard, it signals the brand’s importance and its commitment to an OOH campaign.

A RADICAL CHANGE IS HAPPENING

Cairo is undergoing rapid changes, with the new capital expanding the Greater

Cairo metropolitan area and adding a whole new road network. As a result, the media landscape has significantly shifted from 2024 to 2025. During this period, the number of advertisers has grown by 14 per cent, brands on billboards increased by 18 per cent, and advertising campaigns risen by 17 per cent. OOH advertising locations have expanded by 38 per cent, accompanied by a 46 per cent increase in the number of ad faces.

DOOH IS TRENDING UP, VASTLY

The digital out-of-home (DOOH) advertising market is also experiencing continuous growth, largely driven by the preferences of Gen Z. According to Harris Poll and JCDecaux, 80 per cent of Gen Z consider DOOH to be the most favourable advertising format, contributing to the increasing presence of digital advertising screens. Savvy marketers strategically leverage DOOH to enhance their presence and target specific audiences through geo-planning. For instance, brands within the real estate sector, which used to show a clear preference for high-format static OOH, nowadays have reached an average daily expenditure of $64,000 on DOOH advertising, according to MOOH.

THINGS ARE NOT AS THEY USED TO BE, EVEN BUDGETS

The expansion of the city has significantly impacted the digital/static and out-of-home landscape, placing a greater burden on advertisers to increase their budgets to match this growth. This has led to the highest spending in the last three years. According to MOOH, during the first three quarters of 2025, the real estate industry has led the spending on OOH advertising with more than $28m. Following at a distance, the telecom industry has spent almost $10m, while FMCG has exceeded $8m. Automotive brands have spent more than $7.3m, and the banking sector has contributed more than $6.4m.

SAHEL TAKES OVER THE SUMMER

Alongside Greater Cairo, the North Coast –Sahel – provides another competitive scene for digital/static out-of-home media, albeit seasonally. The area reaches its peak in the third quarter of the year, and it is the second-highest season of the year after Ramadan. This year, 2025, the competition among the brands in Sahel for impactful presence on OOH was at its peak, with a total market spending of $54m – a figure expected to increase alongside the urban expansion on the North Coast.

By Ahmed Bahgat, CEO, Outsite Billboards

NUMBERS DON’T LIE

LEADERSHIP PANEL

Toni ibrahim Chief Sales Officer

Here to set the standard

James Bicknell, Group CEO, Multiply Media Group, tells Campaign Middle East how the company is creating benchmarks for out-of-home through visionary leadership, powerful creativity and a culture that puts people at the forefront.

BILLBOARDS CONTINUE TO DOMINATE CITYSCAPES, YET MANY ARGUE THE ENVIRONMENT IS BECOMING INCREASINGLY CLUTTERED. HOW CAN OOH DIFFERENTIATE ITSELF AND DRIVE BRAND RESONANCE IN THIS CONTEXT?

Nobody does out-of-home (OOH) better than we do. People see our billboards and they want to advertise on them. They look. They remember. That’s what great OOH is all about. You don’t want noise; you want presence. You want something that fits perfectly into the city, something beautiful, something powerful. We do that better than anyone.

WE OFTEN HEAR ABOUT BOLD LEADERSHIP IN MEDIA. WHAT DOES THAT MEAN FOR OOH IN THE REGION TODAY?

Bold leadership means thinking bigger. Not just the region, but the world. We’re not here to compete; we’re here to set the standard. You need vision, strong execution, and bravery. At MMG, we build smart, we build fast, and we build world-class. We’ve done it in the UAE, and now we’re taking it global.

THE INDUSTRY OFTEN FOCUSES ON ROI WHEN DISCUSSING SUCCESS. SHOULD WE BE REDEFINING WHAT SUCCESS LOOKS LIKE IN OOH?

ROI is important. I love ROI. But real success is when people trust you, when your business keeps growing, and when brands keep coming back because you deliver results every single time. We’re doing that. We’re making OOH great again — profitable, creative, and respected.

BEYOND ASSETS AND PLACEMENTS, WHAT ROLE DO PEOPLE AND CULTURE PLAY IN DRIVING THE INDUSTRY FORWARD?

“We’re not here to compete; we’re here to set the standard. You need vision, strong execution and bravery.”

People are everything. You can have the biggest screens, the best tech, but if you don’t have great people, forget it. My teams are incredible: smart, loyal, hardworking. They care about excellence. They want to win. And they do win. That’s the culture we’ve built: success, innovation, accountability.

People are everything. You can have the biggest screens, people, hardworking. They care about excellence.

TECHNOLOGY IS TRANSFORMING OOH, BUT IS THE INDUSTRY STRIKING THE RIGHT BALANCE BETWEEN CREATIVITY AND INNOVATION?

together great ideas and great tech, and you innovation; we actually deliver it.

We love technology. We use the best. But it’s nothing without creativity. You’ve got to have both. You bring together great ideas and great tech, and you get magic. That’s what we do. That’s why our campaigns stand out. Everyone talks about innovation; we actually deliver it.

OOH Has Always Been Powerful.

What’s changing is how intelligently we use it.

1. How has data and tech changed the way OOH campaigns are planned and measured in the past year?

The outdoor advertising industry has entered a new era. Data and technology have elevated OOH from static placements to precision-led media. Today, we can target audiences based on real movement patterns, measure impact with impression-based metrics, and optimize campaigns in real time. This has given brands the confidence to treat OOH with the same performance accountability as digital media without losing its unmatched visibility.

2. What new formats or innovations in OOH have caught the most advertiser interest recently?

Advertisers are drawn to experiences that turn a simple billboard into a story. 3D anamorphic content, dynamic LED screens, interactive triggers, and contextual campaigns that respond to live data are at the top of that list. These formats don’t just advertise they engage. And that’s the future.

3. How are brands balancing traditional static OOH with digital screens and programmatic buys?

It’s no longer a choice between static or digital the most powerful campaigns use both. Static formats provide longevity and dominance in key locations, while digital delivers agility, flexibility, and interactivity. Programmatic buying has made this mix seamless, giving brands full control over timing, targeting, and creative.

4. How do you see programmatic DOOH changing the relationship between buyers, media owners and technology providers?

Programmatic DOOH is rewriting the playbook. It creates a transparent, collaborative ecosystem where data drives value. Buyers gain precision and flexibility, media owners unlock new revenue models, and technology becomes the bridge. It’s no longer about space buying it’s about delivering impact.

5. What are the biggest challenges for OOH in MENA today?

The challenge isn’t demand it’s speed. Our region has enormous potential, but the pace of standardization, data integration, and tech adoption needs to accelerate. Once we bridge that gap, MENA will set global benchmarks for outdoor innovation.

6. Has sustainability become a real consideration in OOH production and deployment?

Absolutely. Sustainability is no longer optional; it’s expected. We are seeing more demand for eco-friendly materials, energy-efficient LED solutions, and responsible production practices. As an industry, we have a duty to lead this transformation and make green OOH the norm.

7. Where do you see the biggest growth opportunities for OOH in the region?

The biggest opportunity is in digital transformation programmatic DOOH, connected campaigns, and advanced data measurement. There’s also a massive opportunity in elevating OOH’s role as a lead channel in omnichannel strategies not just a supporting one.

8. How is OOH being integrated with other channels such as social and mobile to create more connected brand experiences?

Today, a single outdoor exposure can trigger an entire digital journey. Through geofencing, mobile retargeting, and social amplification, we’re turning OOH into a smart entry point for deeper engagement. It’s how brands can create powerful, connected experiences that start in the street and continue on the screen.

9. What role will creative play in keeping OOH impactful as the medium becomes more data-driven?

Data can tell us where and when to speak but creativity is what makes people stop and listen. As the medium gets smarter, the power of bold, relevant, and dynamic creative becomes even more essential. Creativity is what turns impressions into emotion, and emotion into action.

Sandra George Chief Executive Officer, Media World

10. If you could change one thing about the OOH industry today, what would it be?

I would accelerate standardization and collaboration. One unified framework for measurement, buying, and data exchange would push the entire industry forward. It would make OOH even more competitive and attractive to advertisers globally.

11. Do you feel media spend towards OOH is increasing, and what factors are causing this shift?

Yes, we’re seeing a steady increase in OOH investment. Mobility is back, brands are seeking stronger physical presence, and digital capabilities are making OOH more measurable than ever. It’s a channel that delivers both scale and accountability and that combination is driving growth.

“The future belongs to those who combine creativity, technology, and vision. And at MediaWorld, we’re determined to lead that future.”

Media World is a multiplatform media group focused on the UAE’s vibrant media industry since 2005

Our forte is premium, large-format media assets on key arterial roads. Driven by more than just existence, we believe that it’s our responsibility to make a positive contribution to the business ecosystem of UAE and provide our clients with a higher value proposition.

We collaborate with the world’s most inspiring and innovative brands to deliver tailored OOH advertising solutions. Also, we strike the perfect balance between targeted sites and extensive exposure to meet all your communication needs.

Founded: 2005

Company: Media World LLC

Head Office: DFC, Dubai

Number of staff: 49

Contact No.: +971 04 358 8855

Email: info@mediaworld.ae

www.mediaworld.ae

Pixels World is a leading digital-out-of-home (DOOH) company in the UAE, specializing in delivering products that consistently exceed customer expectations. We emphasize our leadership in transforming the OOH industry through innovative solutions while demonstrating our position as a forward-thinking company.

Our focus on creating impactful, data-driven campaigns that connect brands with their audiences in a meaningful way. We are dedicated to building a legacy of trust and excellence. Through continuous innovation, our goal to deliver outstanding value that exceed partner's expectations by overachieving their KPI’s and marketing campaign objectives.

Founded :2024

Company: Pixels World Media LLC

Head Office: DFC, Dubai

Number of staff: 10

Contact No.: +971 04 358 8855

Email: info@pixelsworld.ae

www.pixelsworld.ae

Firas Salha Chief Commercial Officer

Basant Saad Chief Strategy & Business Dev. Officer

Vipin Joseph Chief Sales Officer

Syed Ahmed Hasan Chief Operating Officer

Shafnaa Shamsuddin Group Chief Financial Officer

REMARKABLE CELEBRATING YEARS OF

VISION, INNOVATION, & GROWTH

Media mix has evolved from a bold idea into a trusted force in the industry, driving exceptional results and redefining creative excellence.

Founded: 2020

Regional headquarters: Dubai, U.A.E

Head of company: Paul Abouchacra

Number of staff: 9 mediamixadv.com info@mediamixadv.com +971 50 687 6262 , +971 50 497 7653

Media Mix Advertising will celebrate its fifth anniversary on October 27. For the past few years, our partnership with Starzmedia has been instrumental in enhancing our growth. As we continue to diversify our inventory, we remain dedicated to exploring innovative advertising opportunities, creating lasting impact in the OOH scene. Small actions can lead to much bigger successes.

PROPERTIES: 2 Billboards – Canal Bridge - Jumeirah Beach Road; 4 Unipoles – Dubai Festival City – Rebat Street & Nad Al Hamar Street; 21 Unipoles – Sheikh Zayed Road –Jebel Ali to Abu Dhabi; 1 Side Wall – DIFC – Al Saqr Business Tower; 1 Digital Unipole – Al Maktoum Bridge – Tariq Bin Ziyad Street; 2 Digital Screens – Umm Suqeim – 700 Padel & Fitness Hub; 1 Hoarding – Sheikh Mohammed Bin Zayed Road – DSO Entrance; 1 Beacon – Jumeirah Beach Residence – Opposite Ain Dubai; JBR Static Assets – 3 Escalator Handrails, 3 Glass Barries, 3 Glass Panels, 8 Elevator Doors, 8 Wall Banners; City Walk

Static Assets – 5 Escalator Handrails, 5 Glass Barries, 9 Elevator Doors, 11 Lightboxes; 13 Luxury Buggies – 6 Buggies in Downtown Dubai, 1 Buggy in The West Palm, 3 Buggies in Creek Harbour, 1 Buggy in JBR Walk; 4 Digital Unipoles – Zayed Festival – Al Ain Road

LEADERSHIP PANEL

WHAT NEW FORMATS OR INNOVATIONS IN OOH HAVE CAUGHT THE MOST ADVERTISER INTEREST RECENTLY?

Digital Out-of-Home (DOOH) remains the most exciting frontier. The integration of dynamic creatives, contextual triggers, and data-driven content delivery is giving advertisers the tools to reach audiences more effectively than ever. Campaigns that change based on the time of day, weather conditions, or live social trends are gaining traction. In particular, large-format digital billboards in high-traffic zones have seen surging demand, offering brands maximum exposure with the added flexibility of rotating content. Programmatic DOOH is also unlocking new layers of precision, letting brands adjust their campaigns in real time based on performance and audience data.

HOW ARE BRANDS BALANCING TRADITIONAL STATIC OOH WITH DIGITAL SCREENS AND PROGRAMMATIC BUYS?

Many brands are opting for a hybrid OOH strategy, combining the broad visibility of static formats with the targeting and

flexibility of digital screens. Static placements still play a vital role in building consistent brand presence, especially in long-term campaigns or in areas without digital infrastructure. However, the growing appetite for agility means more budget is shifting toward DOOH and programmatic platforms, especially for time-sensitive or product-driven campaigns. Programmatic DOOH is being used strategically, but adoption is still maturing across the region.

WHAT ARE THE BIGGEST CHALLENGES FOR OOH IN MENA TODAY?

Measurement remains a key challenge –advertisers want better data, but there’s no unified standard across the region. At the same time, the market has become increasingly saturated, with new players offering low-cost inventory to compete. This aggressive pricing is diluting value, making it harder for established media owners to maintain quality and consistency, and affecting how OOH is perceived in terms of effectiveness and long-term return.

HAS SUSTAINABILITY BECOME A REAL CONSIDERATION IN OOH PRODUCTION AND DEPLOYMENT?

Yes, and it’s growing in importance. Brands, especially multinationals, are increasingly asking about eco-conscious production –such as recyclable materials, solar-powered

units, and energy-efficient LED displays. In response, media owners are gradually integrating sustainable practices, though the pace varies by market. Government sustainability goals, such as those linked to COP28 and Vision 2030 in KSA, are accelerating the shift.

Carole Saliba Sales Director

Lynn Abouchacra Business Development Manager

Jennifer Alcober Media Manager

Mohamed Jasim Media Executive

Mona Al Yousef Business Development Director

Paul Abouchacra Managing Director, StarzMedia & Media Mix

Managing Director

PAUL ABOU CHACRA

INDUSTRY SNAPSHOT

THE SHAPE OF OOH TO COME

MPN’s Executive Director James Harrison tells Campaign Middle East why the next phase of out-of-home evolution will depend on transparency, consistency and collaboration.

HOW HAVE DATA AND TECH CHANGED THE WAY OOH CAMPAIGNS ARE PLANNED AND MEASURED IN THE PAST YEAR?

It’s only really getting started. The industry has talked a good game about data and measurement for years, but much of the execution still relies on traditional media metrics. There are a lot of unverified or inconsistent data sources circulating, and that can sometimes do more harm than good. The real value of data comes from confidence, not quantity. The next phase must focus on validation, transparency and consistency across the ecosystem. Once everyone is working from a common, trusted framework, the technology can do what it’s meant to do: help advertisers plan campaigns with precision, measure attention rather than exposure and attribute outcomes with real credibility.

HOW ARE BRANDS BALANCING TRADITIONAL STATIC OOH WITH DIGITAL SCREENS AND PROGRAMMATIC BUYS?

Traditional static still holds a strong position, particularly in this region, where iconic large-format placements continue to shape brand identity. The growth of digital screens beyond Sheikh Zayed Road and other flagship locations has brought greater reach, flexibility and creative agility. Static delivers long-term fame and permanence; digital enables contextual storytelling; and programmatic introduces agility and scale. The strongest campaigns blend all three, combining timeless brand-building with the dynamic responsiveness of

digital. Programmatic is still finding its feet, but as networks grow and audience data becomes more robust, it will evolve from an experiment into an essential part of the OOH mix.

HOW DO YOU SEE PROGRAMMATIC DOOH CHANGING THE RELATIONSHIP BETWEEN BUYERS, MEDIA OWNERS AND TECHNOLOGY PROVIDERS?

Programmatic has democratised access to OOH, giving buyers the ability to transact through the same demand-side platforms (DSPs) they use for online media. That convenience has opened new doors, but it’s also raised new challenges around measurement, pricing and the role of data. Costs per thousand impressions (CPMs), tech fees, impressions and audience verification still mean different things to different players, and until the industry aligns, there will always be uncertainty around value. The future depends on collaboration, media owners providing verified data, buyers demanding clarity, and technology partners acting as the connective tissue rather than intermediaries. Once that trust is built, programmatic will strengthen relationships across the chain, not fragment them.

HOW IS OOH BEING INTEGRATED WITH OTHER CHANNELS TO CREATE MORE CONNECTED BRAND EXPERIENCES?

OOH has never been more connected, but it requires smarter planning to make those connections meaningful. When used alongside cinema, radio and digital, it can create a powerful multiplatform ecosystem where each channel amplifies the other. For example, OOH delivers reach and visual impact, cinema

brings immersion and emotion, while radio adds frequency and familiarity. When combined, they build both scale and depth. Increasingly, brands are also using data triggers and synchronised creative to link OOH with social and mobile, turning awareness into action. The key is integration, planning these platforms together, not in silos, to deliver consistent storytelling that follows audiences through every part of their day.

WHAT ROLE WILL CREATIVE PLAY AS THE MEDIUM BECOMES MORE DATA-DRIVEN?

Data helps us plan smarter and will always be top of my agenda, but creativity will always be the heartbeat of OOH. Algorithms can tell us who’s there, but only great creative can make them care. As the medium becomes more intelligent, the challenge is to use data as fuel for ideas, not a set of guardrails. The most effective campaigns will combine insight and imagination, using audience context, environmental cues and live data to inspire creative that feels timely, relevant and human. In the end, it’s the bold ideas that make people look up, not the targeting strategy.

“DATA HELPS US PLAN SMARTER, BUT CREATIVITY WILL ALWAYS BE THE HEARTBEAT OOH.”

Eye Media

Founded: 2003

Holding group: Eye Group

Number of staff: 25

Headquartered: Dubai www.eyemedia.ae info@eyemedia.ae

Hivestack

Founded: 2017

Holding group: Hivestack

Regional HQ: London

Number of staff: 150+ info@hivestack.com

Hivestack is the largest independent, global, full stack, ad tech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 35+ countries across the globe.

Mascot Outdoor Media

Founded: 2006

Ownership: Sonali Bhatia Office: Abu Dhabi

Number of staff: 10–15 mascotad@emirates.net.ae

Founded: 1999

Ownership: Motivate Media Group and Val Morgan Network HQ: Dubai, UAE

Number of staff: 33 motivatevalmorgan.com valmorgan@motivate.ae +971 4 390 3550

Mubashir

Founded: 2015

Holding group: International Live Solutions Headquartered: Oman info@mubashir.com

PROPERTIES: Over 300 digital billboards in various formats such as LED, large ,targeted, megacom, interactive kiosks across highways, university, Muscat Airport lounge , Oman Convention Centre, malls and convenience stores.

Multi Platform Network

Founded: 2018

Holding group: ARN/ Dubai Holding Headquartered: Dubai Head of company: James Harrison, Executive Director Number of staff: 200+ hello@mpn.ae

MPN is your gateway to high-impact, multi-channel advertising in the UAE. As part of ARN, the UAE’s leading multimedia network, we deliver media solutions across outdoor, cinema, digital, social, experiential, and radio. Our team of media experts understands how to turn brand ambition into results, seamlessly managing everything under one roof.

PROPERTIES:

Dubai: Sheikh Zayed Road Mega-hoardings, large format hoardings and unipoles at major highways and premium locations across Dubai, such as Al Khail Road, Umm Suqeim Road, Mohammed Bin Zayed Road, Palm Jumeirah and Dubai Marina. MPN is also the exclusive sales representative of Roxy Cinemas.

Motivate Val Morgan Cinema Advertising, a joint venture company by Motivate Media Group and Val Morgan Cinema Network, represents cinema advertising sales across leading cinema exhibitors in United Arab Emirates, Saudi Arabia, Oman, Qatar, Bahrain, Kuwait, Lebanon and Egypt.Delivering innovative and extensive on- and off-screen advertising and activations, the company provides advertisers with a powerful platform to engage audiences through an immersive and emotionally charged medium.

With an expansive network spanning 1,100+ screens across 100+ locations, Motivate Val Morgan’s coverage includes both metropolitan and regional markets, representing premier cinema partners such as AMC Cinemas, Cinemacity, Cinépolis Cinemas, Muvi Cinemas, Reel Cinemas, Royal Cinemas, and VOX Cinemas.

KEY INDUSTRY ADVERTISERS: Telecommunications, Gov. Departments, Automobiles & Services, Banking, Finance, Insurance, Healthcare, Medical, Hospitals, Cosmetics, Perfumes, Hygiene, Watches & Jewellery, F&B, Fashion & Clothing, Restaurants, Cafés.

AWARDS:

Most awarded cinema advertising partner in the world at Dubai Lynx, Effie, The One Show, Cristal and Cannes Lions.

LEADERSHIP PANEL

Avinash Udeshi COO

Ahmed Ramadan Regional Sales Director

Devanand Kerkar Senior Regional Finance Manager

Sahal Valliyot Deputy Manager –Marketing and PR.

Ian Fairservice CEO

2 . W h a t n e w f o r m a t s o r i n n o v a t i o n s i n O O H h a v e c a u g h t t h e m o s t a d v e r t i s e r i n t e r e s t r e c e n t l y ?

W e ’ r e a l s o s e e i n g s t r o n g i n t e r e s t i n e x p e r i e n t i a l a c t i v a t i o n s

b i l e / v e h i c l e - b a s e d s c r e e n s T h e c o m m o n t h r e a d i s e n g a g e m e n t b r a n d s w a n t f o r m a t s t h a t p e o p l e p h o t o g r a p h , s h a r e , a n d t a l k a b o u t , s o O O H

b e c o m e s n o t j u s t e x p o s u r e b u t c o n t e n t .

3 H o w a r e b r a n d s b a l a n c i n g t r a d i t i o n a l s t a t i c O O H w i t h d i g i t a l s c r e e n s a n d p r o g r a m m a t i c b u y s ?

I t ’ s n o l o n g e r a n e i t h e r - o r d e c i s i o n L a n d m a r k s t a t i c b i l l b o a r d s s t i l l p l a y a b i g r o l e f o r b r a n d p r e s e n c e a n d p r e s t i g e , w h i l e D O O H b r i n g s a g i l i t y t h e a b i l i t y t o r u n c o n t e x t u a l o r t i m e - s e n s i t i v e c r e a t i v e P r o g r a m m a t i c

a d d s a n o t h e r l a y e r , a l l o w i n g b u y e r s t o t a r g e t b y a u d i e n c e o r t r i g g e r i n r e a l t i m e W h a t w e ’ r e s e e i n g i s a d v e r t i s e r s b l e n d i n g t h e t h r e e , d e p e n d i n g o n w h e t h e r t h e o b j e c t i v e i s l o n g - t e r m b r a n d b u i l d i n g o r s h o r t - t e r m

p e r f o r m a n c e

4 . H o w d o y o u s e e p r o g r a m m a t i c D O O H c h a n g i n g t h e r e l a t i o n s h i p b e t w e e n b u y e r s , m e d i a o w n e r s a n d t e c h n o l o g y p r o v i d e r s ?

P r o g r a m m a t i c h a s s h i f t e d t h e d y n a m i c i n t o m o r e o f a t e c h p a r t n e r s h i p B u y e r s e x p e c t A P I a c c e s s a n d t r a n s p a r e n c y , m e d i a o w n e r s n e e d t o s u r f a c e i n v e n t o r y a n d p r o v e v i e w a b i l i t y , a n d t h e p l a t f o r m s c o n n e c t

e v e r y t h i n g i n b e t w e e n A t C o n t o u r M e d i a , w e ’ r e v e r y f o

i l

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e b r i d g e s a l i g n i n g d a t a s t a n d a r d s a n d a t t r i b u t i o n m o d e l s s o c a m p a i g n s c a n r u n s e a m l e s s l y a c r o s s m a r k e t s I t ’ s a n e w w a y o f w o r k i n g , b u t i t ’ s a l s o w h e r e t h e i n d u s t r y i s h e a d i n g

5 H a s s u s t a i n a b i l i t y b e c o m e a r e a l c o n s i d e r a t i o n i n O O H p r o d u c t i o n a n d d e p l o y m e n t ?

Ye s , v e r y m u c h s o B r a n d s a r e a s k i n g u s a b o u t s u s t a i n a b i l i t y a t t h e b r i e f i n g s t a g e E n e r g y - e f f i c i e n t L E D s , r e c y c l a b l e s u b s t r a t e s , e c o - i n k s , a n d m o d u l a r s t r u c t u r e s a r e a l l b e c o m i n g s t a n d a r d c o n s i d e r a t i o n s F o r C o n t o u r M e d i a , i t ’ s a b o u t w o r k i n g w i t h p a r t n e r s w h o s h a r e t h a t c o m m i t m e n t a n d m a k i n g s u r e c l i e n t s k n o w t h e i r c a m p a i g n s a r e c o n t r i b u t i n g t o g r e e n e r p r a c t i c e s I n t e g r a t i o n i s w h e r e O O H r e a l l y s h i n e s A b i l l b o a r d o r D O O H s c r e e n m i g h t t r i g g e r a Q R s c a n , u n l o c k a m o b i l e j o u r n e y , o r s e t u p r e t a r g e t i n g o n s o c i a l m e d i a E x p e r i e n t i a l a c t i v a t i o n s o f t e n s p a r k u s e r - g e n e r a t e d c o n t e n t t h a t s p r e a d s o n l i n e A t C o n t o u r M e d i a , w e ’ r e d e s i g n i n g c a m p a i g n s s o O O H i s t h e s t a r t i n g p o i n t o f a c o n n e c t e d b r a n d j o u r n e y , a n d t h e r e s u l t s c a n b e t r a c k e d a c r o s s c h a n n e l s C r e a t i v e i s s t i l l t h e m a k e - o r - b r e a k f a c t o r . D a t a c a n t e l l y o u w h e r e t o b e a n d w

6

7 . W h a t r o l e w i l l c r e a t i v e p l a y i n k e e p i n g O O H i m p a c t f u l a s t h e m e d i u m b e c o m e s m o r e d a t a - d r i v e n ?

NextWhat Advertising LLC

Founded: 2021

Holding group: Next What Group of Companies  Head of company: Tanvir Shah

Regional headquarters: Dubai, UAE

Number of staff: 17 nextwhat.ae contact@nextwhat.ae

NextWhat Next level changing the face of OOH in the UAE PROPERTIES: Hoardings on Shiekh Zayed Road, wall banners on Hessa, hoardings on Al Khail, glass facade in Deira, unipoles in Karama

Royal Outdoor Advertising

Founded: 2012

Managing director and owner: Souriana A. Khalek

Headquartered: Dubai info@royaloutdooradv.com

PROPERTIES: Lampposts in Ras Al Khaimah, Um Al Quwain, Fujairah and Sharjah; hoardings in Fujairah and Ras Al Khaimah; bridge banner in Sharjah; hoarding on Sheikh Mohammed Bin Zayed Road.

Founded: 2025

Ownership/holding group: Multiply Group

Regional headquarters: Dubai

Number of staff: 150+ mmg.global info@mmg.global +971 4 446 7540

Starz Media

Founded: 2018

Holding group: Danube Group Headquartered: Dubai Number of staff: 10 jennifer@starzmediainc.com

Starz Media was founded in 2018 by the Danube Group. Starz Media’s core mission involves offering expert, visible and targeted brand marketing exposure by effortlessly integrating each brand into the city’s landscape through strategically located OOH advertising mediums in Dubai. Starz Media and Media Mix Advertising formed a strategic and mutually beneficial alliance aiming at constantly growing their inventory as well as looking out for valuable opportunities while maintaining a clear and focused business approach and vision.

Talon

Founded: 2000 Head office: Dubai (MENA); London (Global)

Number of staff: 33 mena@talonooh.com

Talon is a pioneering global independent Out of Home (OOH) media agency delivering strategic, data-driven creative and OOH advertising campaigns.

Multiply Media Group (MMG) is an out-of-home media powerhouse, uniting BackLite Media, Viola Media, Media 24/7 and Purple Printing. Through strategic investment in talent, technology and high-potential assets, MMG drives innovation, delivers futureready solutions and operational excellence across its portfolio. More impact. More innovation. Greater momentum.

PROPERTIES:

Dubai: The Outdoor Collection: 16 Unipoles (2 Digital), Sheikh Zayed Road; The Landmark Series: 4 Digital Billboards, Sheikh Zayed Road; The Helix Network: 4 Digital Billboards; Malls: Dubai Festival City; The Link: 29 Static Bridge Banners; Unipoles: 11; Hoardings: 31; Wall Backlits: 3; DOOH: 4; Glass Graphic: 5; Lamppost Networks: 9; Transit: 5,600

Abu Dhabi: The Landmark Series: 3 Digital Billboards, Al Khaleej Al Arabi Street; Destinations & Malls: Al Qana and The Galleria Al Maryah Island; The Link Network: 18 Digital / 40 Static Bridge Banners; The Skyline, Al Hosn: 1 Digital Screen; The Marina Wall, Al Bateen: 1 Digital Screen; The Pointe, Al Reem Island: 2 Digital Screens; Firefly Taxis Screens: 100; Building Wrap: Al Sawari Tower, Corniche; Bus wraps: 500+Lampposts: 2000+ Faces

LEADERSHIP PANEL

Yazle Marketing Management

Founded: 2013

Holding group: Yazle Global

Headquartered: Dubai

Number of staff: 35 jamie@yazle.com

PROPERTIES: 20 instore digital screens across Choithrams and Aswaaq supermarkets, Invenda UAE 200+ digital screens, Invenda KSA 250+ digital screens

PJM

Founded: 2004

HQ: London with offices in Dubai, Paris and Johannesburg

Number of staff: 10 privatejet.media banan.abusi a@privatejet.media

Private Jet Media presents exclusive advertising solutions in the world’s largest private jet terminals network, where brands can reach out to the VIP Travelers and high-net worth individuals with no wastage.

PROPERTIES:

GCC: 35 digital screens network in 9 private jet terminals located in Dubai, Abu Dhabi, Sharjah and Jeddah.

Globally: More than 200 Digital screens network in Europe, Africa, Asia covering main hometown of HNWI such as London, Paris, Geneva, Zurich, Milan, Munich, Singapore and Johannesburg.

Founded: 1986

Headquartered: Beirut + 10 local offices

Number of staff: 300 www.pikasso.com

Hughe e.nassar@pikasso.com +971 50 115 7280

Dubai | Italy | Lebanon | Jordan | Iraq | Algeria | Morocco | Tunisia | Senegal | Mali | Ivory Coast | Armenia

RAYAAT

Founded: 2004 Regional headquarters: Ajman, UAE rayaat.ae info@rayaat.ae

Rayaat is a full-service agency renowned in the UAE’s marketing and advertising landscape. We specialise in outdoor advertising, event management, print, and production services.

Properties: Ajman: 600 lampposts, 6 hoardings, 1 unipole and 1 digital screen.

Sky Blue Group

Founded: 2023

Head of company: Dato’ Manikandamurthy Velayoudam Regional headquarters: Ajman, UAE skybluemedia.ae mani@skybmedia.com

Sky Blue Group is reshaping OOH landscape with visionary media solutions as the exclusive media partner for RTA. We provide wide advertising inventory, including 1400 various types of buses, 741 bus shelters, 523 mupis and 22 bus stations. We’re dedicated to transforming OOH ensuring your message reaches your target audience wherever they are.

PROPERTIES: RTA Buses, RTA bus shelters and mupi, RTA bus stations, hoardings, digital shelters

Pikasso is the number one OOH company across the Levant and leader in North Africa and West Africa with a presence in Italy and Armenia

The Group operates in 11 countries and in all segments of OOH & DOOH including billboards advertising, street furniture, retail & malls, transport advertising.

Our focus is on ensuring audience engagement in prime locations and delivering creative opportunities to our advertisers through the combination of technology and innovation.

PROPERTIES

Large format digital screens: Italy, Lebanon, Jordan, Iraq, Morocco, Algeria & Ivory Coast

Classic large formats: 11 capitals, 80 main cities and towns in 11 countries

Billboard advertising: 434 cities and towns in 10 countries

Malls concessions: 75 concessions, 7 countries

Supermarket networks: Lebanon, Iraq, Jordan, Morocco, Algeria, Senegal, Mali and Armenia

LEADERSHIP PANEL

Rania Daniel Kildani General Manager, Jordan Djalila Mahnane Commercial Director, Algeria

Chemsi Berrada Sales Director, Morocco

Francesca Vincenti Head of Programmatic & Innovation

Nicole Razzouk Sales Director, Iraq

Hughe e Nassar Regional Commercial Director

Founded: 2022

Office location:  Dubai

Number of staff: 21 publshmediagroup.com libby@publsh.ae +971 56 662 6269

Publsh Media Group is a next-generation media powerhouse, redefining Out-of-Home with iconic, high-impact locations that exude prestige and visibility. Specialising in premium outdoor placements across the UAE’s most elite destinations, Publsh transforms OOH into a luxury experience – where every screen and structure becomes a storytelling canvas.

Beyond placement, the agency crafts immersive brand narratives and experiential activations that captivate refined audiences. With communications expertise and storytelling in its DNA, Publsh delivers end-to-end strategy, ideation, and flawless execution, ensuring brands not only stand out but dominate in a city determined to lead the world in influence and innovation.

PROPERTIES: 12 immersive digital screens with 17 faces as one network at J1 Beach.

KUSHAL DESAI

Managing Director and Co-Founder

SAGAR CHOTRANI

CEO and Co-Founder

WHAT NEW FORMATS OR INNOVATIONS IN OOH HAVE CAUGHT THE MOST ADVERTISER INTEREST RECENTLY?

Today, when brands invest in OOH, they’re no longer focused solely on the number of views – they’re prioritising the quality of those views: who’s seeing the message, in what context, and how deeply it resonates. Audiences have evolved beyond static billboards and now engage with formats that blend creativity, technology, and interactivity. Innovations such as programmatic DOOH that adapts in real time to weather or traffic conditions, immersive 3D anamorphic displays, ARenabled installations, and experiential “phygital” activations – which merge physical and digital touchpoints – are gaining traction. These formats capture attention, evoke emotion, and drive measurable engagement.

HOW IS OOH BEING INTEGRATED WITH OTHER CHANNELS SUCH AS SOCIAL AND MOBILE TO CREATE MORE CONNECTED BRAND EXPERIENCES?

DOOH is no longer a standalone medium – it’s a bridge between the physical and digital worlds. Brands are aligning their outdoor messaging with social media to build stronger recall, often supported by strategic PR amplification that

turns OOH campaigns into shareable stories.  Many use curiosity driven teasers on screens, with reveals or extensions delivered via social platforms, creating a full-circle engagement loop. Technologies like geo-targeted mobile retargeting, QR codes, AR integrations, and real-time social feeds displayed on screens transform passive viewing into active participation.

The result is a connected ecosystem where OOH sparks attention on the street, social media sustains conversation, and mobile completes the interaction – making campaigns more immersive, measurable, and memorable.

DO YOU FEEL MEDIA SPENDING TOWARDS OOH IS INCREASING, AND WHAT FACTORS ARE CAUSING THIS SHIFT?

Yes, media spending on OOH – particularly DOOH – is steadily rising as brands seek to cut through the noise in an oversaturated market. With new businesses launching daily, standing out requires high-impact, creative outdoor campaigns that combine visibility with engagement. This shift is driven by several factors: advancements in programmatic buying and audience measurement, seamless integration with digital and mobile ecosystems, and the expansion of urban environments offering premium screen inventory.

As traditional channels like print and linear TV decline, brands are reallocating budgets to OOH, where creativity, data, and location converge to deliver measurable, high-quality visibility and stronger brand recall.

WHERE DO YOU SEE THE BIGGEST GROWTH OPPORTUNITIES FOR OOH IN THE REGION?

The biggest growth opportunities for OOH in the region lie in premium, high-impact locations that speak directly to the right audience. As Dubai and the UAE increasingly become home to millionaires, billionaires, and global investors, brands are shifting focus toward placements in luxury corridors such as J1 Beach, Palm Jumeirah, Dubai Marina, DIFC, and high-end hospitality or retail zones. These areas offer not just visibility but access to affluent, decision-making audiences with real spending power. In essence, growth will come from strategic locations that combine affluence, attention, and aspiration – where every view truly matters.

LEADERSHIP PANEL

Sagar Chotrani CEO

Kushal Desai Managing Director

INDUSTRY SNAPSHOT

SEE IT. TOUCH IT. FEEL IT.

The time has come for Middle East brands to take their global customer engagement to the next level, says TheVantage’s Manoj Khimji.

Since Dubai Tourism and, by extension, Emirates airline began running ad campaigns outside MENA, the region has taken a real fancy to the fame and exposure of global awareness. This trend was soon followed by Abu Dhabi, Bahrain, Jordan, Qatar, Oman, and, most recently, Saudi Arabia, following the launch of its inbound tourism objectives in 2019.

In advertising circles around the world, MENA became known for heavy abovethe-line investments, world-first media takeovers and media asset buyouts in order to build the region. Ad campaigns from tourism boards, airlines, sovereign wealth funds, destination marketing organisations (DMOs) and giga-projects enveloped London, New York, Paris, Moscow, Tokyo, Mumbai, Delhi, Shanghai, Beijing and beyond.

Some of us ad folk from the region would go to World Media Group awards, INMA conferences and Cannes Lions festivals and be instantly associated with the global campaigns that had been seen in delegates’ home countries. In many ways, it was very nice to finally have that kind of recognition amongst international peers, but it was often expressed with insincerity and irony. As if the Middle East was trying to buy attention and disrupt a tired and traditionalised marketing path. Imagine that.

As consideration of the Middle East increased over the past decade with new audiences and demographics now open to living in, working with, and visiting the region, so has the complexity of our marketing communications. We see brands taking a much more full-funnel approach, backed with better data, intelligent insight and brand lift studies, which are now included as hygiene in almost every campaign. The creatives have got bolder, the messaging more direct, and the world has taken notice.

There is a common gap, however, when we speak to and visit these markets; they can’t quite believe, understand nor fathom what clients in the Middle East are actually building. Not just announcing and planning, but actually building and completing. Of course this hasn’t been without incident nor a sprinkling of bad publicity from time to time, but on the whole the Middle East has delivered on its plans and promises – certainly to a far greater extent than many expected.

So perhaps what’s missing is the experience? The touch, the feel, the engagement in a direct one-to-one

capacity. The region’s clients have begun to respond, from Abu Dhabi Tourism’s takeovers of Times Square, real estate activations in Harrods, and Diriyah’s World Travel Market activations at Outernet London. The reactions and results of these have been outstanding and testify to the appetite the world’s audience has to experience the Middle East. It certainly signifies the time is right to bring more of this to the world. Following the resumption of normal service post-lockdown, travellers and investors have shown a greater willingness to discover more and experience better. The iconic Piccadilly Lights, used by a plethora of Middle East brands, recently launched its stunning The Venue – an 8,000+ square foot purpose-built activation space, over three floors, in the heart of cosmopolitan London. This isn’t a retail space sometimes available for a brand to shoehorn itself into. It’s been specifically designed and built to match a brand’s key

“EXPERIENTIAL IS THE NEXT FRONTIER IN OOH THAT MENA BRANDS NEED TO EXPLORE.”

objectives: exposure, eyeballs, and engagement. Whether it’s displaying multiple assets of a tourism board or DMO, private meeting areas to crack deals, or providing state-of-the-art immersion technology to facilitate augmented reality experiences, The Venue enables brands to provide a real touch and feel dimension.

Experiential activations have the unique ability to work through the funnel, driving awareness through exposure and converting these via personal engagements and a feedback mechanism not seen in other forms of media. Not to mention how amplifiable these are on social and the organic reach a well-produced activation can generate. Most recently, Disney used The Venue and the wider Piccadilly Circus to preview and launch the new Tron: Ares movie.

The activation entailed a takeover of Piccadilly Lights, as well as having the movie’s headliner, Jared Leto, standing atop the iconic building in the world’s first ever rooftop red carpet. Simultaneously, below this, The Venue was turned into a fully immersive digital frontier for the movie, featuring LED-lit corridors, surround sound themed music, and futuristic set pieces that recreated the virtual Grid from the film. Passers-by could interact with the Lightcycle, explore a high-tech digital control hub, and witness dynamic lighting and 3D visuals – all designed to blur the line between reality and the Tron universe. This 10-minute activation resulted in an estimated $5.4m of media value and a media reach exceeding 400 million.

The message is clear: customers want to experience brands, and brands want to interact with customers. For Middle East clients, this outcome is even clearer, with ambiguity around the world still a barrier to overcome. Experiential is the next frontier in OOH that MENA brands need to explore, push and demand innovation for.

By Manoj Khimji, Managing Director, The Vantage

Campaign Breakfast Briefing: Out of Home 2026 gathers the region’s leading marketers, agencies, and media innovators to explore how the OOH landscape is transforming through technology, creativity, and data. From retail media and real-time targeting to the rise of precision buying powered by programmatic DOOH and automation, this event sets the scene for intelligent media investment.

NOV 21 2025 8:00 AM

TICKETS ON SALE

Presented By

DUBAI OOH MAP