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 leaning into this vision, ready to share their identity with the world.”
Q: What makes billups a uniquely valuable partner to brands in the UAE and region?
Wissam El Rayess, Business Director – Middle East: “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.”
Q: What global OOH trends should UAE brands be watching for 2026?
James McEwan, CEO EMEA: “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.”
Q: What major global events should UAE advertisers start planning for in 2026?
Karen Barboza, Account Manager – Middle East: “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.”
