Campaign ME OOH Edition-November 2025

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October 27, 2025

INTRODUCTION

T

he 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.

ANUP OOMMEN Editor

Anup.Oommen@motivate.ae

Main Cover designed

by Thokchom Remy

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 The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

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October 27, 2025

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.

E

ven 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)

PARTNER CONTENT

October 27, 2025

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 and digital OOH by aligning each with their campaign

“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.

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FOR ENQUIRIES: +971 4 427 3000 | omran@motivate.ae

motivatemedia.com

October 27, 2025

Alliance Media

EDS FZE

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

Founded: 2006 Number of staff: 28 Headquartered: Dubai www.edsfze.com manish@edsfze.com eds.ae

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.

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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.

JCDecaux Middle East

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.

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.

PARTNER CONTENT

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October 27, 2025

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.

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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.

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 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.

DOING THINGS THE RIGHT WAY 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.

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.

LOOKING AHEAD 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.”

October 27, 2025

F 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

ounded 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

Jalal Khanfour

Fai Bin Masoud

Chief Executive Officer

Chief Commercial Officer

Business Development Director

INDUSTRY SNAPSHOT

MANSOUR ALOBAIKAN Chief Executive Officer

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.

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October 27, 2025

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s 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.

Founded: 1995 Holding group: Choueiri Group CEO: Pierre Choueiri COO: Fawzi Tueni FTueni.AOUAE@choueirigroup.com

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

LEADERSHIP PANEL

Pierre Choueiri

Fawzi Tueni

CEO

COO

B Founded: 2024 Regional headquarters: Dubai Number of staff: 15

binarymedia.io info@enterbinary.com +971 50 551 5691

inary 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.

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

Santosh Sarma

Amit Raj

Jason Fairchild

CEO and Co-founder

COO and Co-founder

Co-founder

October 27, 2025

INDUSTRY SNAPSHOT

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.

FAWZI TUENI COO, Arabian Outdoor

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.

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,

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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.

“ 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.”

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

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? 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.

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October 27, 2025

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lue 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.

Founded: 2022 (in the Gulf region) Ownership: Blue Ad Group Regional headquarters: Dubai Number of staff: 12 www.bluead.ae info@bluead.ae

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 Ittihad 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.

LEADERSHIP PANEL

Sergey Gorbatov

Andrew Kormysh

Ola Ghoneim

Saida Salieva

Albert Marshall

Mohamed Ali

Group CEO

Managing Director

Direct Sales Director

General Manager

Technical Manager

Business Development Associate

INDUSTRY SNAPSHOT

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.

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.

Outdoor Company Name billups LLC Ownership/Holding Group Benjamin Billups Number of Staff 400+ Year founded 2003

Services Offered Global OOH planning buying specialist Regional Headquarters Dubai Email david.hawkins@billups.com Contact +971 58 190 88 77

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

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

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

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

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.

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.

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.

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.

David Hawkins

Wissam El Rayess

James McEwan

Karen Barboza

Managing Director Middle East

Business Director Middle East

CEO EMEA

Account Manager Middle East

Ask the questions that drive performance. Win with billups.

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ELAN Media is the leading Qatari media company and is committed 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.

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

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

Jaber Al Ansari Group Chief Executive Officer

Ibrahim Mohamed Hassan Managing Director

Bill Fordyce

Khalid Abu Saada

Tim Hufford

Sameeh Kanaan

Chief Operating Officer – ELAN Media

Media Sales Director

Media Sales Director

Media Sales Director

INDUSTRY SNAPSHOT

BILL FORDYCE Chief Operating Officer

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?”

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.

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

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E

levision 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.

Founded: 2011 Regional headquarters: Dubai Number of staff: 36 elevision.com marketing@elevision.com +971 4 360 8089

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

Niall Sallam

Eamon Sallam

Husam Abuhoush

Daniel Wright

Rami Aboul Hosn

Roxy Kairuz

Chief Executive Officer

Chief Operating Officer

Chief Financial Officer

Sales Director

Director of Business Development and Partnerships

Content Director

INDUSTRY SNAPSHOT

NIALL SALLAM

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

CEO

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

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

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.

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,

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.

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lick 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

Founded: 2020 Regional headquarters: Dubai Number of staff: 30+ flick.global flick@flick.global +971 4 576 6770

LEADERSHIP PANEL

Flick Global Final.pdf

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Mohamad AlMardini

Majd Tata

Chief Executive Officer

General Manager

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t 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 attention 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.

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

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

Monique Croucamp

Lulu Saqer

Aquif Merchant

Head Of Retail Activations

Sr. Director Of Outdoor Sales

Events And Activations Manager

Abdullah Rashad Head Of Accounts

INDUSTRY SNAPSHOT

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

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.

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n 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

October 27, 2025

H

Founded: 2003 Regional headquarters: Dubai Number of staff: 130 hillsadvertising.com Info@hillsadvertising.com + 971 4 325 3130

ills 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).

LEADERSHIP PANEL

Sami Al Mufleh

Hiba Momani

Wassim Malkawi

Rabih Bekai

Mahmoud Najjar

Yasmin Balqar

Founder and CEO

Managing Director

CFO

Business Development Lead

Head of Operations

Communications Director

CASE STUDY

MAXIMISING EXPOSURE BEYOND SHEIKH ZAYED ROAD

A

leading 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

23

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

RESULTS

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

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.

October 27, 2025

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dvertising 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,

25

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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s creators of impact, Hypermedia empowers brands with intelligent DOOH and retail media experiences. Our extensive OOH network across the UAE integrates cutting-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.

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

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.

LEADERSHIP PANEL

Philip Matta

Roy Matta

Gerard Rustom

Nassim Habib

Daniel Khalil

Dylan Temple-Heald

CEO, Hypermedia

CRO, W GROUP Holding

COO, Hypermedia

VP of Sales, Hypermedia

Head of Sales, Hypermedia

Head of Programmatic (pDOOH), Hypermedia

INDUSTRY SNAPSHOT

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.

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October 27, 2025

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.

W

hen did ‘digital’ become the finish line?

At Hypermedia, that transformation is already When was the last time your campaign truly underway. We have built one of the region’s first moved with your audience, not metaphorically, connected programmatic ecosystems with 780 digital but literally? When did your billboard know screens across Dubai Metro and an your customer was nearby? When did your expanding retail network inside leading media plan last adapt in real time, not after a supermarkets and hypermarkets, all post-campaign deck two weeks later? powered by data-driven delivery and If the answer is never, you are not alone. audience analytics.

Most marketers still treat out-of-home as a Hypermedia is now rolling out static channel, fixed, predictable and programmatic enablement across its entire pDOOH bridges the gap passive. But that era is ending. media portfolio, including outdoor networks. between awareness Welcome to Programmatic Digital While real-time audience targeting is and action.

Out-of-Home (pDOOH) where automation, currently live across Metro and retail media, • Connects physical and data, and audience intelligence collide. If its expansion into outdoor environments digital touchpoints through you are still waiting to see how it evolves, marks the next chapter of our automated planning. you are already behind. In the UAE, it is not transformation, turning every format into an • Targets audiences a concept. It is operational and happening intelligent and measurable platform. contextually by time, location, now, delivering measurable, automated This is not about digitisation anymore. It is and behaviour. campaigns across Dubai Metro and retail about precision, performance and proof.

• Measures incrementality, media networks every single day. store visits, and conversions, FROM ASSUMPTIONS TO ACTUALS not just reach.

THE WAKE-UP CALL: DIGITAL WAS JUST For too long, OOH planning has been • Extends attribution to online powered by guesswork, estimated THE WARM-UP channels like search, social, For years, the industry applauded itself for impressions, average dwell time, and and CTV. digitisation, swapping vinyl for LEDs, probabilistic audiences. We built campaigns adding motion, and calling it on averages, and digital took the transformation. But digitisation wasn’t innovation; it was accountability crown. the warm-up act. The real revolution is automation and pDOOH changes that. Through verified audience data accountability; the moment screens stop speaking at and automated buying platforms, advertisers can now people and start engaging with them. plan and optimise campaigns based on real audience

THE RETAIL MEDIA MULTIPLIER

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October 27, 2025

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.

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.

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

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.

WHAT PDOOH DELIVERS

Automated activation across Metro and retail media networks Contextual creative optimisation Cross-channel attribution 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 media networks.

• Link exposure to purchase.

• 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 conversation.

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?

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

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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.

infomediagroup.ae

October 27, 2025

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LEADERSHIP PANEL

Founded: 2004 Holding Group: Independent Offices: Dubai (UAE), Croatia, Bosnia & Herzegovina, Montenegro, Croatia, Slovenia, Serbia Staff: 175

Safwat Abdulkhalek

Yasmine Idriss

General Manager

Agency Sales Director

Youssef Hariz

Fuhad Kattuparuthi

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.

Direct Sales Director

Sales Account Manager

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.

Izzat Ghandour Operations Manager

Suzane Mahfouz Office Manager

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.

+971 4451 4470

contact@infomediagroup.ae

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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.

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.

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gyptians 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.

NUMBERS DON’T LIE 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

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

H10

U1

H24

H11

U2

H9

H13

H14

H15

H8

U3

U1 U2 U3

H20

H7

H6

H5

H4

H12

H3

H16

H23

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LEADERSHIP PANEL

Toni ibrahim Chief Sales Officer

PARTNER CONTENT

October 27, 2025

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.

“We’re not here to compete; we’re here to set the standard.

You need vision, strong execution and bravery.”

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? 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.

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

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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.

Sandra George Chief Executive Officer, Media World

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.

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.”

October 27, 2025

LEADERSHIP TEAM

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

Syed Ahmed Hasan

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

Chief Operating Officer

Basant Saad Chief Strategy & Business Dev. Officer

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

Shafnaa Shamsuddin

Contact No.: +971 04 358 8855

Group Chief Financial Officer

Email: info@mediaworld.ae

www.mediaworld.ae

Vipin Joseph Chief Sales Officer

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.

Firas Salha Chief Commercial Officer

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

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Advertising

CELEBRATING

REMARKABLE

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.

October 27, 2025

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M

edia 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.

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

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

Paul Abouchacra

Mona Al Yousef

Carole Saliba

Lynn Abouchacra

Jennifer Alcober

Mohamed Jasim

Managing Director, StarzMedia & Media Mix

Business Development Director

Sales Director

Business Development Manager

Media Manager

Media Executive

INDUSTRY SNAPSHOT

PAUL ABOU CHACRA Managing Director

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.

PARTNER CONTENT

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October 27, 2025

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.

H

OW 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.”

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October 27, 2025

Eye Media

Mubashir

Founded: 2003 Holding group: Eye Group Number of staff: 25 Headquartered: Dubai www.eyemedia.ae info@eyemedia.ae

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.

Hivestack Founded: 2017 Holding group: Hivestack Regional HQ: London Number of staff: 150+ info@hivestack.com

Multi Platform Network

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.

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.

Mascot Outdoor Media Founded: 2006 Ownership: Sonali Bhatia Office: Abu Dhabi Number of staff: 10–15 mascotad@emirates.net.ae

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.

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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

otivate 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

Ian Fairservice

Avinash Udeshi

Ahmed Ramadan

Devanand Kerkar

Sahal Valliyot

CEO

COO

Regional Sales Director

Senior Regional Finance Manager

Deputy Manager – Marketing and PR.

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

At Contour Media, we’ve seen data transform OOH from a pure reach medium into something far more accountable. We’re now combining mobility and GPS data, footfall analytics, and attribution studies to plan campaigns by audience, time of day, and location. What’s exciting is the ability to optimize while the campaign is live — rotating creatives or adjusting dayparts — and then prove ROI with clear visitation and uplift metrics. It’s a big step forward in how advertisers see the value of OOH. 2. What new formats or innovations in OOH have caught the most advertiser interest recently?

Advertisers are really leaning into immersive and tech-driven formats. 3D anamorphic and holographic billboards are creating buzz, while programmatic DOOH gives brands flexibility and contextual targeting.

We’re also seeing strong interest in experiential activations and mobile/vehicle-based screens. The common thread is engagement — brands want formats that people photograph, share, and talk about, so OOH becomes not just exposure but content.

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

It’s no longer an either-or decision. Landmark static billboards still play a big role for brand presence and prestige, while DOOH brings agility — the ability to run contextual or time-sensitive creative. Programmatic adds another layer, allowing buyers to target by audience or trigger in real time. What we’re seeing is advertisers blending the three, depending on whether the objective is long-term brand building or short-term performance.

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

Programmatic has shifted the dynamic into more of a tech partnership. Buyers expect API access and transparency, media owners need to surface inventory and prove viewability, and the platforms connect everything in between. At Contour Media, we’re very focused on building those bridges — aligning data standards and attribution models — so campaigns can run seamlessly across markets. It’s a new way of working, but it’s also where the industry is heading.

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

Yes, very much so. Brands are asking us about sustainability at the briefing stage. Energy-efficient LEDs, recyclable substrates, eco-inks, and modular structures are all becoming standard considerations. For Contour Media, it’s about working with partners who share that commitment and making sure clients know their campaigns are contributing to greener practices.

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

Integration is where OOH really shines. A billboard or DOOH screen might trigger a QR scan, unlock a mobile journey, or set up retargeting on social media. Experiential activations often spark user-generated content that spreads online. At Contour Media, we’re designing campaigns so OOH is the starting point of a connected brand journey, and the results can be tracked across channels.

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

Creative is still the make-or-break factor. Data can tell you where to be and when, but it’s the creative that makes people look up, remember, or share. We encourage brands to design for simplicity, boldness, and social impact — visuals that work both on the street and on Instagram. The winning combination is data-driven targeting paired with striking creative that earns attention and drives conversations.

October 27, 2025

NextWhat Advertising LLC

Starz Media

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

Founded: 2018 Holding group: Danube Group Headquartered: Dubai Number of staff: 10 jennifer@starzmediainc.com

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

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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.

Royal Outdoor Advertising

Talon

Founded: 2012 Managing director and owner: Souriana A. Khalek Headquartered: Dubai info@royaloutdooradv.com

Founded: 2000 Head office: Dubai (MENA); London (Global) Number of staff: 33 mena@talonooh.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.

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

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ultiply 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.

Founded: 2025 Ownership/holding group: Multiply Group Regional headquarters: Dubai Number of staff: 150+ mmg.global info@mmg.global +971 4 446 7540

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

James Bicknell

Ahmed Emam

Henrietta Shakespeare

Group Chief Executive Officer

Chief Revenue Officer

Chief of Staff

Nouman Usmani Chief Financial Officer

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October 27, 2025

Yazle Marketing Management

RAYAAT

Founded: 2013 Holding group: Yazle Global Headquartered: Dubai Number of staff: 35 jamie@yazle.com

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

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

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.

PJM

Sky Blue Group

Founded: 2004 HQ: London with offices in Dubai, Paris and Johannesburg Number of staff: 10 privatejet.media banan.abusitta@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: 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

P Founded: 1986 Headquartered: Beirut + 10 local offices Number of staff: 300 www.pikasso.com Hughette.nassar@pikasso.com +971 50 115 7280 Dubai | Italy | Lebanon | Jordan | Iraq | Algeria | Morocco | Tunisia | Senegal | Mali | Ivory Coast | Armenia

ikasso 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

Hughette Nassar

Nicole Razzouk

Rania Daniel Kildani

Djalila Mahnane

Chemsi Berrada

Francesca Vincenti

Regional Commercial Director

Sales Director, Iraq

General Manager, Jordan

Commercial Director, Algeria

Sales Director, Morocco

Head of Programmatic & Innovation

October 27, 2025

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ublsh 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.

Founded: 2022 Office location: Dubai Number of staff: 21 publshmediagroup.com libby@publsh.ae +971 56 662 6269

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

LEADERSHIP PANEL

Sagar Chotrani

Kushal Desai

CEO

Managing Director

INDUSTRY SNAPSHOT

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.

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October 27, 2025

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.

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ince 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

2025

BUILT FOR IMPACT

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.

TICKETS ON SALE BOOK HERE

NOV 8:00 AM 21 Metropolitan 2025 Hotel Dubai

Gold Sponsors

Presented By

FIND OUT MORE

Exponential Potential

www.mmg.global

UAE AND KSA OOH LOCATION MAP 2025-2026 GOLD SPONSORS HEADLINE SPONSOR

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MEDIA 24/7 07. Lampposts - Sheikh Zayed Road, Deira 08. LED unipole, LED megacom 09. LED Tower 10. Al Khail LED unipole 11. Unipoles from Garhoud Area, City Walk Area & Sheikh Zayed Road 12. Hoardings along Sheikh Zayed Road, Al Khail Road and City Walk Area 13. Wall banner along SZR and Bur Dubai Area 14. Building graphics RTA Taxis - City and Airport

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HYPERMEDIA Public Transportation: 16. Dubai Metro – Signature – Naming Rights: 53 Stations 17. Dubai Metro, Palm Monorail: Illuminated & Digital Screens, Static & Promo Area – In-Train/In-Station Outdoor 18. TheArtists & Tableau (LED &Static Bridge) 19. The Canvas (Sheikh Rashid Road) 20. Mega Curved Digital (Baniyas Road) 21. IconicArt (Station wrap) 22. Masterpiece (TPS/ Hoarding) 23. The Portrait (Sidra tower light box) 24. Sculptures (EEP) 25. Graffiti (Metro Pillars) 26. Piers, Lamppost (Backlit lightbox) 27. VerticalLightbox (Backlit lightbox)

28. Digital Unipoles/Megacoms, EXPO City Digital Screens, The Royals and Gems Network Retail Media (In-Mall / In-Store) 29. Digital, Static & Promospace. Mall of the Emirates, City Centre Mirdif, City Centre Deira, City Centre Shindagha, Burjuman, Wafi Mall, Ibn Battuta Mall Dargon Mart 1&2, Circle Mall, Palm Jumeirah Mall & Dubai Retail (Jumeirah Islands, Jumeirah Park, Jumeirah Park East, Discovery Gardens, Al Furjan, NAD Al Sheba), Carrefour, Union Coop & LULU, ENOC stations

FOOTPRINT 30. Glass wraps 31. Wall Banners 32. Unipoles 33. Digital screen 34. Hoardings, Bridge banner

35. Lampposts - Sheikh Zayed Road, Ibn Battuta, Dubai Parks & Resorts, Dubai Marina, Al Khail Road, Garhoud, Hessa, Business Bay and Marakesh, Umm Suqeim-Madinat Jumeirah 36. Mupi Boards covering all Dubai 37. Megacom boards covering all Dubai 38. 4 Digital Dubai Canal Towers 39. Mupi digital - JGE 40. Unipoles - Sheikh Mohammed Bin Zayed Road 41. Sheikh Zayed Road Bridges

IMEDIA24/7 42. Hoardings 43. DOOH 44. Unipole, Glass graphics 45. Wall backlit

JCDECAUX 46. Dubai Airports: Exclusive Airport Advertising rights at Dubai International (DXB) & Dubai World Central (DWC) 47. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 6 digital screens 48. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 23 double sided MUPIs

49. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 8 bus shelters 50. Jumeirah Beach Road: Only OOH media owner with over 316 lampposts covering the 15km stretch

ELEVISION 51. Residential Elevator Screens - 1609 Screens 52. Commercial Elevator Screens - 490 Screens 53. Large Format LED (Exclusive OOH Media Partner): DIFC - 49 Screens; One Central - 62 Screens; Dubai Design District (d3) - 10 Screens 54. Hoardings – DIFC North

BACKLITE MEDIA 55. The Oryx 56. The Helix Network 57. The Triple Crown 58. The Dubai Gateway 59. The Dubai Jawhara 60. Static unipoles 61. Destinations: Festival City 62. Digital Icons

CONTOUR MEDIA 63. Hoardings: Sanama, Abu Dhabi, Hessa, Al Khail road, Garn El Sabka, Marina, SZR, Al Khamila, Umm

Suqeim, MBZ road, DIFC, Sharjah Etihad 64. LED screens: JBR–The Walk,Al Khawaneej Walk, The Outlet Village, Blue Waters, City Walk, Box Park, Giga 65. Rooftop: Sheikh Fatima Park, Al Seef 66. Unipoles: Umm Suqeim, Al Khawaneej, Sharjah Megacoms

MEDIA MIX 67. Jumeirah Canals Billboards b. City Walk static assets c.JBR static assets 68. 25 static unipoles 69. DIFC sidewall b. MBZ Hoardings 70. Maktoun bridge digital unipole 71. 2 Umm Sequim digital screens b. JBR Beacon Luxury buggies – Marina Walk, JBR Walk, Downtown, Creek Harbour

VIOLA MEDIA 72. Static bridge banner

AL ARABIA 73. Skyline Network - Digital Bridge (23) MBZ Rd, Umm Suqeim, Al Khail, Khaled Bin Waleed, Sheikh Rashid, Beirut St, Al Khail DIFC 74. Lamppost (110) Umm Suqeim, Al Wasl, Al Safa, Casablanca, DIFC 75. Digital Mupi (50 Screens) across Dubai 76. Mezah Max – Digital Unipole (18 Locations) Al Khail, Sheikh Rashid, MBZ, Al Ain, Ras Al Khor 77. Mezah Pro – Digital Megacom (143 Locations) across UAE, covering 90% of Dubai

PYXIS 78. ADNOC digital screens 79. EMARAT digital screens

52

37

12 12 38

65

15

12

58 01

15

81

15

01

60

59

14

60

15

12

69

53

53 52

53

54 52

53

79b

38

52

14

84

30

60

42

12

84

53

52 58

01

56

62

01

81 60

14

60

60

60

52

14

15

84

60

The World Islands

53

53

12

52

53

DIFC

Dubai Canal

53

08

53 14

53

52 53

14

Burj Khalifa

08

52

14 53

52

Dubai Mall

53

53

80 37

J1 Beach 78

93 67

89 50

77

75

36

36

64

36

93

75

93

29

79

36

29

36 29

36

29

75

75

36

36

36

77 79 50 63 77 75 29

75

73 73

THE GOLDEN BOULEVARD ZOOM IN

36

77

29 36

16 17 36

36 17

36

79 36 90 13

36

37

77

16

36 31

01 17

16 17

36

37

77

36

36

17

29 36

75

79

77

29 29

36

36

79 36

29

93

94

29

36

93

36

79

36

29 36

36

36 93

Deira

36

67 36 36 94 36 29 77 93 75 77 01 90 29 75 94 79 07 74 74 74 78 36 72 75 02 36 94 36 79 64 29 77 29 36 17 93 02 36 78 67b 11 36 74 36 36 1 25 75 36 29 36 12 25 36 77 89 29 79 74 36 93 72 16 0 37 29 74 36 93 11 36 77 51 51 36 89 02 93 16 29 37 79 51 17 50 36 25 74 29 44 18 35 16 36 93 51 25 36 17/21 17/21 17 02 84 36 36 74 74 25 17 51 36 51 36 11 75 36 25 17/21 02 18 75 17 11 75 75 17 36 16 77 90 40 77 36 77 89 1 79 79 77 75 75 77 36 75 35 36 8 36 84 51 35 51 92 85 16 92 86 36 04 11 75 51 79 1 51 8 36 77 36 93 84 25 78 0 36 75 51 15 24 36 29 1 63 77 93 89 51 89 75 56 15 25 17/21 05 29 85 70 75 16 78 75 87 17/21 02 36 93 05 36 74 36 74 77 75 14 60 77 60 18 79 29 84 29 86 60 60 38 83 21 13 37 75 17 92 12 36 32 79 77 77 51 84 18 51 25 17/21 77 36 74 75 89 25 38 74 36 06 37 36 56 24 29 74 74 17/21 36 77 36 12 36 06 36 25 36 42 75 17/21 75 36 74 35 36 55 36 75 36 36 60 75 29 37 36 35 22 16 25 77 18 01 25 06 74 11 04 06 07 35 77 93 89 36 36 89 75 77 35 75 06 77 52 36 37 79 17/21 12 29 36 32 78 84 74 05 29 51 25 24 12 60 74 74 06 36 74 77 74 74 74 16 35 97 74 36 93 35 17 74 41 78 65 72 52 15 29 37 36 97 11 75 94 79 36 79 75 29 97 63 74 43 36 29 52 41 22 72 57 57 57 43 35 75 11 51 25 1 40 93 52 51 36 94 89 25 0 51 17 36 36 51 79 25 06 76 18 8 79 16 36 1 17/21 01 51 16 36 01 15 51 82 79 29 18 17/21 16 35 17 52 14 92 76 36 29 77 51 02 40 36 11 29 93 76 51 37 104 14 36 52 16 94 76 32 36 10 52 51 92 76 06 79 29 75 06 76 29 52 52 76 12 52 16 77 15 93 52 72 40 63 15 36 16 07 76 76 6 51 36 14 17 17 109 74 36 3 17 77 52 63 35 36 63 76 12 36 12 16 36 77 36 79 74 94 35 51 89 1 79 25 29 0 36 78 97 77 35 34 01 83 109 77 36 36 7 36 35 29 79 29 85 14 63 85 109 36 35 83 77 94 15 107 15 53 94 36 109 36 35 01 36 17 105 15 17 1 0 73 16 14 93 35 79 17 53 53 01 73 95 36 40 40 93 63 93 14 03 93 36 93 61 1 0 71 25 17 15 78 73 73 29 29 79 17 01 01 73 93 93 93 83 73 16 46 79 93 25 7 1 1 14 29 15 0 10 42 0 51 73 42 16 73 14 34 36 51 78 42 75 17 35 15 51 29 01 72 29 51 79 74 77 51 36 15 51 51 51 01 51 93 11 51 51 51 29 68 79 51 51 77 94 77 29 40 51 68 40 51 77 92 14 77 77 77 93 29 79 12 51 93 29 40 68 94 93 74 77 29 51 40 73 94 51 40 96 73 72 12 40 36 75 68 77 79 64 40 36 78 15 73 72 93 36 29 93 12 01 74 29 77 37 73 66 29 77 40 40 75 74 36 34 94 36 01 74 78 29 36 93 01 74 29 36

77

20

50

93

94

Burj Al Arab

Dubai Museum

72 72 18

Safa Park

97

72

72

Wafi

107 12 12 12

72

01 88 88

72

Mall of the Emirates

DIFC

Burj Khalifa Dubai Mall

19

Dubai Canal

Al Qouz

D3

72 72

12

Al Khail Rd

63

34

Dubai International Airport

Ras Al Khor

97

97

97

42

Meydan Racecourse

Mirdiff

107

97

63

63

97

97

Dubai Science Park

29

29

10 7

93

29

92

01

78

96 63

PUBLSH

109

89

80. J1 Beach: 12 premium Digital unipoles/screens including The Canvas; The Jewel, The Sentinels, The Icon, The Crown

PIXELS WORLD 81. Digital screens

N E X T W H AT 82. In-mall media: Wafi 83. Hoardings: World Trade Center A, Dubai Canal, Mall of the Emirates, Fraiser Suite, Internet City, JLT Marina, Ibn Battuta, Airport Road, Al Khail Jaddaf, Al Khail Downtown, Al Khail Dubai Hills, Airport Road A 84. Wall banner: World Trade Center B, Rostamani Tower, Metha Plaza, Al Makateb, Hessa Street towards Al Khail, Hessa Street towards Media City, Hessa Street JVC, Mulla Plaza 85. Rooftop: Business Bay, Zabeel, 86. Unipole: Maktoum Bridge, Karama GPO 87. Glass facade: Al Makateb 88. Bridge banners: MOE Bridge Banner A, MOE Bridge Banner B

MEDIA WORLD 89. Hoardings: Sheikh Zayed Road, from Golden Boulevard to Media City, Hessa Street, Jumeirah, Al Khail Road & Deira

29

29

29

89 29

90. Wall banner: Sheikh Zayed Road, Bank Street, Al Mulla Plaza, Khaled Bin Al Waleed Road 91. LED screen: Sheikh Zayed Road 92. Unipoles: Dubai World Trade Center, Garhoud & Safa

77

97

100. The Panorama (LED bridge screen) Buses and Taxis: The Stop (+20 bus shelter in Sharjah); The Fleet (Bus wrapping) – Full coverage (AUH, DXB, SHJ, RAK); The Scr eenline (+120 bus indoor smart screen); The Journey (+4000 Dubai National Taxi)

93. RTA: 1400 buses: 200 routes in Dubai & intercity towards Abu Dhabi, Sharjah, Ajman, Fujairah and Hatta. (Branded bus wraps, inside and digital screen branding); 741 bus shelters (40 digital) 94. 523 mupis near bus shelters 95. Hoarding – Al Khail

M U LT I P L AT F O R M NETWORK

76 29 76

29

51 51 51

51 51

51

51

51

29

29

51

51 51 51

FLICK

79

101. Hoardings (14) 102. Lampposts (300) 103. DWC Private Jet Terminal (28 Screens) 104. DIFC (1 Wall Banner)

L

E

G

E

N

D

78

PHI

29

105. Hoardings: SZR Ibn Battuta, MOE, Hessa 106. Unipole: Dubai Marina

96. Unipoles 97. Hoardings

BLUE AD

INFOMEDIA

107. Hoardings 108. Digital Screens 109. Unipoles 110. Vessel with 3D LED screens

98. Dubai Tram and Tram Station: The Legacy (Naming rights - 11 stations); The Frame ( station wrapping) and The Icon (tram wrapping) 99. Iluminated and static wall branding in train and in station

Dragon Mart 1 & 2

69b 76

51

SKYBLUE

77

BINARY Full-screen, interactive audio-video screens in thousands of taxis.

Unipoles/ Megacoms

Lampposts

Mupis

In-mall media /Destinations

Hoardings/ Scaffold

Digital screens

Metro pillars

Tram/ Metro stations

Building/ Wall wraps

Airports

Bridges

Shelters/ Bus/Taxi

Wall backlit banner/LED

Roof top screens

29

06 08 06

King Khalid International Airport

07 06

Al Fursan

06 08 06 05 03 03

03

RIYADH OOH MAP

07

05 06 05

08

03

03

03

10

03

Al Malqa 09

03

03

01

02 05

11

10 03

05 05

Hittin

01 01

03 03 02 11 10 01 01

03

03

03

10

05 05

03 05 01 03 01 01 03 05 05

04 03 11 10 03 11 01 01 05 03 05 05 01 03 01 05 03 05 04 03 01 01 04 03 01 04 11 01 05 01 5 0 01 01 05 03 05 03 03 05 03 03 01 04 03 03 04 02 10 01 03 03 03 01 02 9 0 03 09 01 04 03 03 04 04 01 03 09 02 02 01 03 03 03 03 01 01 03 03 03 01 01 09 03 01 03 10 03 01 03

03

Al Hamra 03

05

05

01

11

10

03

Al Yarmuk

03 03

02 10

03

03 03

Qurtubah

03 03

0 05 5

05 05

Al Munsiyah

03 03

03 03 03 03

03

03

03 03 03

03

Al Yasmin

09

Ar Rawdah 02

03

05 05

11

03 03

Arches

05

01

03 02

03 01

Ar Rabwah 01

03

03

01

03

05 05

Unipoles/ Megacoms

05 05

Al Safarat

01

05 05

03

Ash Sharq

05 10 10

03

05 05

Al Rimal

03

Al Malaz

As Sulay

03 03 03 03 03

As Suwaidi

03

Al Aziziyah Ash Shifa

Alawali

03 03 03 03 03

Manfuhah

03

Lampposts

03

L E G E

PHI 24/7

01. Digital Mupis 02. LED 03. Megacom 04. Mezahpole 05. Bridges 06. KKIA Tuwaiq Collection 07. Scaffolds 08. Indoor terminals 09. Super Giants 10. Arches

11. Hoardings

Hoardings/ Scaffold

N D

AL ARABIA

Bridges

In-mall media

LED

Flags

Digital screens

04 04

JEDDAH OOH MAP

04 04

King Abdulaziz International Airport

Al Murjan 04

04

04

04 04

04 04

04

04

Bryman

04 04 04 04 05 05 04

04

05 04 04

05

01

04 05

05 05 04

05 05

04

04

05 04

05

05

04

05 05

05 05 04 05 05 04 04

05

04

05 04

04

05

05

04

02 05 04 04

04 05

05 03 03 04

04

03 03 03

Al Marwah 05

04 04 04

04 04

05

04

03 03

04 04

04 04 05

04 04

04

04 04

05

Al-Safa

04 05 04 04 01 04 05 04 04 05 05 04 04 05 05 04 05 05 01 05 04 05 04 04 04 04 04 04 04 04 04 04 04 05 05 05 04 04 05 05 05 04 05 04 05 04 04

01 04

04 04

05 05 05 05 04 04

04 05

04 04

04 01 05 05 04

05 05 04

04

04

04 04 05

05 05

Al Bawadi

05

05 05 05

05 05

04

04 05

04

04

04

04

04 04 05 04

02 02 04

04 05 04 05 04 04

04

04 04

Unipoles/ Megacoms

04 04

L An Naseem

04

05 05 05 05

04 04

04

05

05 04 04 04 04 04 04 01 04

04 04

04

04

E

E 04

N

04 04

01. LED 02. Building facades 03. Hoardings 04. Megacoms – Faden Investment 05. Mupis – Faden Investment 06. AlTanfeethi

04

Bridges

G

04

04

AL ARABIA

Lampposts

D 04 04

04

Hoardings/ Scaffold

In-mall media

LED

Flags

11

MEDIA WORLD

06. Destination: Al Qana In-Mall: The Galleria Al Maryah Island 07. The Triple Crown – Abu Dhabi

IMEDIA24/7

23. Glass facade

MEDIA 24/7

17. Building graphics

CONTOUR MEDIA

21. Hoardings: Airport Road, Al Falah Street, Al Shahama 2 22. Rooftop: Sheikha Fatima Park

ELEVISION

15. Residential Elevator Screens -151 Screens 16. Commercial Elevator Screens - 33 Screens

20. Hoardings: Al Najda street

19. ADNOC LED Screens

VIOLA MEDIA

11. Lamppost, Rooftop screens 12. Bridges, Building wrap: Al Sawari Tower 13. Hoardings, 14. Digital Bridge banners

PYXIS

18. Al Bateen Private Jet Terminal

05 05 05 05

01

08. Abu Dhabi International Airport 09. LED 10. Building Wrap

05

05

11

14

03

FLICK

05

05

11

03

JCDECAUX

05

05

16 15 13

11

HYPERMEDIA

BACKLITE MEDIA

01

19

04. Outdoor Digital Link Bridge 05. Retail Media (In-Mall / In-Store) Digital, Static & Promospace.

Yas Mall, The Mall – WTC, Abu Dhabi Mall, Dalma Mall, Mushrif Mall, Bawabat Al Sharq Deerfields Townsquare, Reem Mall, Jimi Mall (Al Ain), Hudayriyat Island, Carrefour, LULU, Abu Dhabi Coop & Spar, ENOC Stations

01. Megacoms 02. Unipoles 03. Mupis

ARABIAN OUTDOOR ADVERTISING

01

05

Al Salam street Al Zahiyah 15

01 11

11

03

19

03 19

11

E

03

19

Airports

Building/ Wall wraps

In-mall media

16

E

03

03

03

Bridges

Roof top screens

Hoardings/ Scaffold

Digital screens

D

03

Elevator screens

15

14

11

15

03

03 05

12 19

03

03

11

05

03 19 03

LED

11

03 03

12/14

Mupis

N

03

13

19

03

Lampposts

G

12

03

05 11 05

05 03

19

15

15 15

Al Reem 11 16 Island 15

15 15 11 19 15 15 15 15

03

11

Unipoles/ Megacoms

L

01

Al Mushrif

12

19

05

Saadiyat Island

01

11

18 18

03

01

15

14

01

14

11 03 03

01

19

14

14

19

01

07

11

07

05

03

03

12

03

05

11

01

03

11

19

11 01

12 01

01

12

05

01

12

19

01

01

03

01 19

01

02

01

15

01

15 01

15

12

Dalma Mall 05

19

Mussafah

06 07

01

02

11

05

11

01

11

01

19

15

01

05

03

01

11

19

15

03

15

12

01

12

15

Khalifa City

Mohammed Bin Zayed City

15

11

01

19

15

15

11

05

19

15

19

Cre

12

05

03

01

aha Al R

Yas – Saadiyat highway

11

ek 01

01

02

03

11

19

01

01

05

05

01

03

05

02

05

01

05

19

Masdar City

03

12

02

12

08

11

02

12

05

19

01

02

02

01

01

19

01

12

05

05

05

19

19

01

05

05

t 02 tou n a Al Gh Shahama To 01

21

Zayed Port

13

10 06 03 11 11 19 05 05 11 11 05 01 19 05 11 03 05 11 11 11 05 13 03 03 05 Al Hisn 11 17 14 11 17 05 01 05 12 17 11 03 05 Marina Mall 03 19 05 21 05 Al Khalidiah 05 16 01 03 03 11 14 11 09 03 15 03 03 11 23 03 05 Corniche 05 05 11 03 22 20 12 05 Beach 19 01 Al Nahyan 05 03 11 19 19 21 Abu Dhabi

ABU DHABI OOH MAP

04