Saudi-based advertising firm AlArabia has announced the launch of a fully digital and proximity-focused out-of-home (DOOH) advertising network in Dubai. The announcement was made on December 13 at an event hosted at the Museum of the Future, attended by industry leaders, media professionals, and stakeholders.
The new DOOH platform is designed to enhance audience engagement by leveraging advanced technology, real-time content adaptability, and strategic placements in high-traffic areas and residential communities. With screens situated near locations where people live, work, and shop, the network aims to deliver both high visibility and targeted reach.
Speaking at the launch, Mohamed AlKhereiji, CEO of AlArabia Outdoor Advertising Company, highlighted its expansion into Dubai. “This marks a pivotal moment in our Dubai expansion. With over four decades of experience, we are building the Middle East’s largest data-driven digital advertising inventory, aligning with Dubai’s innovation-driven vision while delivering measurable returns for advertisers,” he said.
The initiative is supported by collaborations with Dubai’s Roads and Transport Authority (RTA) and other partners, which AlKhereiji noted will drive innovation in the region’s advertising sector. “Collaborating with Dubai’s Roads and Transport Authority and other partners, we’re excited to foster innovation, create interactive brand connections, and propel growth in the region’s advertising sector,”
The launch event also included a panel discussion exploring how DOOH advertising can maximise ROI. Industry experts examined the role of data-driven strategies, synchronised campaigns, and high-frequency placements in boosting campaign effectiveness and revenue. Discussions underscored how this approach aligns with Dubai’s broader focus on innovation and technological advancement.
With this move, AlArabia continues to build on its expansion into Dubai, following a $142 million (AED 522 million) agreement with the RTA earlier this year.
The deal grants AlArabia the rights to install, operate, and maintain outdoor advertising billboards in the emirate for a period of 10 years and 5 months, covering 85 digital billboards and 209 static billboards of various types and sizes.
