Careem has partnered with smart out-of-home (OOH) advertising company Flyby to extend its in-app advertising offering into the physical world, enabling brands to activate campaigns across Careem’s delivery fleet in Dubai.
The partnership allows advertisers using Careem’s ‘Everything App’ to reach audiences beyond mobile screens, with campaigns delivered through Flyby’s smart, digital delivery boxes mounted on Careem bikes. The move marks Careem’s latest expansion of its media ecosystem, bridging digital engagement with real-world visibility across high-traffic urban areas.
Through the collaboration, Flyby’s Smart Delivery Boxes transform delivery bikes into mobile digital billboards, offering eye-level exposure across residential neighbourhoods, commercial districts and commuter routes where traditional billboards are limited or non-existent.
Karim Abdelhamid, Senior Ads Sales Manager at Careem, said the partnership enhances how brands connect with consumers throughout the day. “This partnership with Flyby takes our advertising offering to the next level – helping brands connect with people wherever they are, whether they’re scrolling through the app, taking a walk, or passing a Careem delivery bike on the street.”
“This partnership with Careem connects the digital and physical worlds to create a new way of reaching people,” said Saher Khattab, Head of Advertising at Flyby. “Flyby takes brand stories at eye-level to the streets of Dubai, where conventional billboards don’t exist – redefining how brands connect with people on the move.”
The Smart Delivery Boxes are cloud-connected IoT-enabled units fitted with three high-visibility LED screens, designed for day and night exposure and approved for road use in both Europe and the UAE. Flyby currently has 250 boxes active, with plans to scale to 1,000 units by summer 2026. Careem and Flyby are still finalising how many of these will be deployed across Careem’s fleet.
The bikes operate across high-density areas including Palm Jumeirah, Dubai Marina, Media City and Jumeirah Lakes Towers, allowing brands to reach consumers across multiple touchpoints throughout the day.
In addition to advertising, the smart boxes collect telemetry data related to rider behaviour, such as speeding and braking patterns, supporting road safety initiatives and potential incentive programmes for safe driving.
From a media perspective, the platform supports dynamic, rule-based ad delivery based on neighbourhoods, time-of-day and day-part targeting. Full programmatic integration, including DSP and SSP connectivity and automated optimisation, is currently in development and expected to launch next year.
The partnership adds a physical layer to Careem’s advertising proposition, combining Flyby’s location-based OOH technology with Careem’s customer data and insights, as both companies explore new ways to build a connected, data-driven urban media network.
