Al Arabia has been a leading outdoor solutions provider since 1983, offering clients expertise across a multitude of platforms and disciplines.
The company has invested in companies across the entire media funnel, Arabian Contracting Services Co. and has announced that its UAE sector’s Al Arabia OOH Digital Company has been granted the rights to outdoor billboards in Dubai worth more than $142 million (AED 522 million).
The total number of advertising billboards is 350+, which are in various areas in the emirate of Dubai, offering different product ranges of outdoor mediums.
Al Arabia OOH Digital Company’s objectives for this expansion in the UAE include establishing a strong brand presence in Dubai and building relationships with local partners and communities. Additionally, we aim to leverage our existing expertise from our successful operations in KSA, ensuring that we adapt our offerings
to meet the specific preferences of the Dubai market.
Could you share the strategic thought process behind the expansion into the Dubai market? What are your key objectives/short-term plans for the months ahead in 2024?
The decision to expand into the Dubai market was driven by several strategic considerations. First, Dubai’s vibrant outdoor culture and its diverse population present a unique opportunity for growth. Dubai’s vibrant atmosphere and diverse population offer a unique opportunity for brands to stand out, and we’re here to elevate that experience! The demand for outdoor recreational activities and products is on the rise, fuelled by both residents and tourists seeking unique experiences.
Our key objectives for this expansion include establishing a strong brand presence in Dubai and building relationships with local partners and communities. Additionally, we aim to leverage our existing expertise from our successful operations in KSA, ensuring that we adapt our offerings to meet the specific preferences of the Dubai market. This strategic approach will allow us to create a meaningful impact and build a loyal customer base as we grow in this dynamic environment. It’s our commitment to helping brands connect with their audience in impactful ways.
In your opinion, what is driving the move towards digital billboards and DOOH?
The move towards digital billboards and DOOH is not just a trend; it represents a fundamental shift in how brands communicate with consumers, driven by the desire for impactful, engaging, and sustainable advertising solutions.
Digital billboards offer advertisers the ability to create lasting impressions through dynamic, eye-catching content, and they allow brands to tailor their messages based on the time of day, audience demographics, or current events, with a high resolution to showcase their visuals in a more advanced and technical way compared to traditional billboards.
“The move towards digital advertising reflects our commitment as a new entrant in the Dubai market, dedicated to helping brands connect with their audiences in impactful, engaging, and sustainable ways through a data-driven approach and a true network.”
This flexibility not only enhances engagement but also increases the effectiveness of campaigns, ultimately leading to a higher return on investment.
For brands, DOOH advertising significantly boosts awareness and reach. With strategically placed digital screens in high-traffic areas, brands can connect with a broad audience, enhancing visibility.
Another compelling aspect of digital billboards is that they can be programmed to adapt to environmental conditions, further enhancing their sustainability.
Could you share your thoughts on the main challenges that need to be addressed within
the industry?
The outdoor advertising industry, especially in a dynamic market like Dubai, faces several challenges that must be addressed to maximise its potential, specifically with the many OOH suppliers/players in this market.
By focusing on creative quality, measurement, strategic placement, and transparency, the outdoor advertising industry in Dubai can elevate its impact and deliver more value to brands and consumers alike.
- Effective measurement of campaign performance remains a significant hurdle.
- Simplifying designs and focusing on impactful storytelling can enhance engagement and make ads more memorable.
- Developing better measurement tools that provide insights into reach, engagement, and conversion will help advertisers assess the effectiveness of their campaigns and optimise future strategies.
- Lastly, the placement of media across the city is another crucial challenge. It’s important to target the right audience effectively, ensuring that advertisements reach their intended demographic while maximising overall visibility and impact for each campaign.
What are your opinions on the growth of programmatic within OOH and the demand from brands/clients for more measurable data to highlight the effectiveness and impact of the campaign itself?
The DOOH advertising industry is demanding targeted and personalised campaigns to reach specific audiences.
They want relevant content based on factors like location, time, and demographics. Real-time content updates are also desired to adapt messaging quickly. Clients are interested in using data analytics to measure campaign effectiveness and gather insights for future improvements.
Ultimately, clients are seeking personalised, adaptable, and data-driven dOOH solutions to maximise the impact of their advertising efforts and to acknowledge their return on investment. For now, dOOH is not implemented 100 per cent outdoors, and it will take a lot of time to reach this level of deliverables and measurements.
What top trends within the OOH industry in Dubai do you think will define and shape the industry in the months to come?
These trends will significantly shape the OOH landscape in Dubai, driving innovation and creating new opportunities for advertisers to connect with their audiences effectively.
- Enhanced digital integration: The transition towards digital OOH advertising will continue to gain momentum.
- Sustainability initiatives: Brands will increasingly seek eco-friendly advertising solutions, such as energy-efficient displays and sustainable materials.
- Data-driven targeting: The use of advanced data analytics will revolutionise how outdoor advertising is planned and executed, along with DOOH programmatic tools and measurement.
- Interactivity and augmented reality (AR): As technology evolves, we can expect to see more interactive and immersive experiences in OOH advertising. Incorporating AR elements into campaigns can engage consumers on a deeper level, allowing them to interact with brands in innovative ways.
These trends not only capture attention but also foster a stronger emotional connection with the audience.
By Jalal Khanfour, Chief Commercial Officer, Al Arabia.
