This report examines the out-of-home (OOH) advertising sector in Dubai, Sharjah, Ajman, and Ras Al Khaimah in August 2024. It provides relevant information on important industry sectors as well as new OOH advertisers, with the purpose of supporting businesses in the region in making more informed strategic decisions about their OOH campaigns.
Businesses in the region should use OOH advertising in their marketing mix. OOH advertising may be a powerful tool for reaching a big audience and increasing brand awareness. It can also be used to direct customers to retailers and websites. It is worth noting that one campaign could be included and counted in two different industries. For example, a campaign for a new mobile device could be counted in both the Mobile Devices and Retail Shopping industries.
Key Events in August 2024
Real Estate and Foodservice sectors are still among the top 3 industries regarding the number of related D/OOH campaigns launched during August 2024, accompanied by the Fashion Wear sector as well. During this month the whole activity of OOH industry has decreased with a total of approximately 68 campaigns launched throughout the month.
Business Sector Analysis
The International Standard Industrial Classification (ISIC) system is used to classify brands and advertising in the study. This guarantees that the report appropriately portrays the scope of outdoor advertising activity in the UAE. Based on its business operations, each brand is assigned to a certain advertiser and classified into an industry sector. If an advertiser owns many brands in different industries, each brand is classified independently depending on its commercial operations rather than merely reflecting the parent company’s industry.
Using this methodology, the research identifies and analyzes the most active industry sectors in the UAE that use out-of-home (OOH) and digital OOH advertising. These findings accurately depict the firms that are investing the most on outdoor advertising to reach their target demographics.
Real Estate
In August 2024, the real estate sector reigned supreme in the UAE’s outdoor advertising scene, claiming 16% of all campaigns. This consistent activity has been a hallmark of the industry throughout the summer.
Most Used OOH Format
Hoardings were the most popular outdoor advertising format for the real estate sector, accounting for over 90% of campaigns, followed by uni-poles and screens.
Fashion Wear
After real estate, fashion wear was the next major player in UAE outdoor advertising in August 2024. The automotive industry claimed 12% of campaigns.
Most Used OOH Format
Hoardings were the preferred outdoor advertising format for fashion wear campaigns in August 2024, with digital screens coming in second.
Foodservice
With 7% of all outdoor advertising campaigns in August 2024, the foodservice industry showcased its strategic approach to reaching a wide audience in the UAE.
Most Used OOH Format
A draw between digital Screens and lampposts during August 2024 in the Foodservice campaigns launched.
New OOH Advertisers
There was a decrease in activity in the UAE’s outdoor advertising market in August 2024, with only 10 new advertisers entering the space.
Read about the New Advertisers and the conclusion on our website.
Real Estate
PG Maison
Pure Gold Real Estate’s OOH campaign in the UAE showcases PG Maison “At Al Furjan” as the epitome of modern family living. The billboards feature a sleek, minimalist design with a touch of playful elegance, highlighting the project’s refined and timeless appeal.
Fairway Residences
The UAE’s luxury real estate market is booming, with golf course residences like Fairway Residences’s OOH campaign leading the demand. These properties offer exclusive access to world-class golf courses, luxurious amenities, and prime locations.
Heilbronn Properties
Heilbronn Properties has just unveiled its first OOH campaign in Dubai. This real estate developer is providing premium and luxury freehold properties in the UAE, and they’ve solidified their presence with this OOH ad.
The Arthouse Saadiyat Grove
Aldar, a leading real estate developer, has demonstrated its commitment to sustainability while delivering exceptional projects in the UAE. Their OOH campaign continues to showcase their promise of providing “exclusive residential destinations for the elite.”
Avena | The Valley
Emaar has captured the attention of the city with its latest real estate project’s OOH campaign, Avena The Valley. The project, teased with gorgeous visuals of a serene valley adorned with pink blossoms.
Majid Developments
Dubai-based real estate developer Majid Developments launched a branding campaign in August to strengthen their presence in the market. Uni-poles were used to showcase the company’s brand identity and increase awareness.
Foodservice
Boga Superfoods
Boga Superfoods, a sustainable fast-food chain offering healthy, nutrient-dense meals, launched a digital OOH campaign in Dubai to showcase its menu. This was their first out-of-home advertising appearance.
Education
Dubai College of Tourism
The Dubai College of Tourism (DCT) offers a practical education in tourism, hospitality, retail, events, and culinary arts, providing certificate and diploma courses. To attract aspiring young chefs, DCT has launched an OOH campaign showcasing the culinary apprenticeship program.
Fashion Wear
Psycho Bunny
Psycho Bunny recently launched an OOH campaign across Dubai in the UAE. This multi-format campaign utilizes digital screens and uni-poles to showcase Psycho Bunny’s latest collection and brand identity. This first time campaign was launched during the first week of August 2024.
Events & Exhibitions
Gold & Treasures
L’ÉCOLE Middle East, a prestigious school of jewelry arts, has launched a captivating out-of-home campaign in the UAE to celebrate the opening of their new campus. The billboards showcase stunning gold pieces and highlight the upcoming “Gold & Treasures” exhibition, a celebration of 3000 years of Chinese ornaments.
Conclusion
This report offers a comprehensive analysis of the out-of-home (OOH) advertising landscape in Dubai, Sharjah, Ajman, and Ras Al Khaimah during August 2024. Key findings include the continued dominance of the Real Estate and Foodservice sectors, as well as a slight decrease in overall OOH advertising activity.
Despite this decrease, OOH advertising remains a powerful tool for reaching a wide audience and increasing brand awareness in the UAE. Businesses in the region are encouraged to incorporate OOH into their marketing strategies to effectively target their target demographics and drive customer engagement.
