Blue Ad‘s Sergey Gorbatov reflects on a transformative year in Dubai’s booming out-of-home OOH market, unveiling new sites and a patented digital vessel lighting up the city’s coastline.
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 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 2,000-watt 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.
By Sergey Gorbatov, Group CEO of Blue Ad.
