As global out-of-home (OOH) media undergoes rapid transformation, billups outlines how the UAE and wider GCC are shaping the next wave of opportunity. From the region’s fast-rising ambition to its growing influence on global advertising, the team reflects on their first year in-market and shares what brands should prepare for ahead of 2026.
Q: What have you observed during your first year operating in the UAE?
David Hawkins, Managing Director – Middle East: “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 lean
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