JCDecaux Oman has unveiled Digital Impact, a new digital out-of-home (DOOH) network developed in collaboration with Muscat Municipality, marking a significant step in the evolution of the capital’s urban media landscape.
The initiative introduces 15 large-format digital roadside screens across key arterial routes in Muscat, replacing static inventory with dynamic, data-enabled formats designed to serve both advertisers and the wider community. Positioned at eye level and located in high-traffic, high-dwell areas, the network aims to deliver stronger visibility, contextual relevance and more flexible content delivery.
Beyond advertising, the screens have been designed to play a civic role. The network will support real-time communication such as traffic updates, emergency alerts, weather warnings, and information around city events and cultural moments, reinforcing its function as a public-facing urban utility rather than a purely commercial platform.
Developed in close collaboration with Muscat Municipality, the project reflects a shared focus on enhancing the city’s visual environment while respecting its cultural and architectural identity. Each asset has been designed to integrate into Muscat’s street landscape, contributing to a more cohesive urban experience.
“This launch marks an important milestone for JCDecaux Oman,” said Bechir Chehab, Managing Director, JCDecaux Oman. “Through our long-standing partnership with Muscat Municipality, we continue to elevate the city’s visual landscape while offering advertisers smarter, more engaging ways to connect with audiences – all while remaining aligned with our ESG commitments and Oman Vision 2040.”
He added that the project was made possible through the dedication of the operations team, whose work spanned design, installation and execution, and credited the municipality’s continued support in bringing the network to life.
Local talent has played a central role throughout the project. From early-stage design to on-ground installation and ongoing maintenance, the network has been developed and delivered by Omani teams, reinforcing JCDecaux Oman’s commitment to local capability building.
“Our screen design represents a first for the region,” said Mohammed AlMandhari, Operations Manager at JCDecaux Oman. “It combines advanced technology with a strong focus on local talent, involving young Omanis at every stage to help shape the future of media infrastructure in the Sultanate.”
Sustainability has also been embedded into the rollout. The digital assets are built using recyclable materials and energy-efficient LED technology, with automated on/off functionality set to be introduced to reduce power consumption during non-peak hours. The approach aligns with JCDecaux’s broader sustainability agenda and Oman’s ambitions around responsible urban development.
The launch of Digital Impact forms part of JCDecaux Oman’s wider strategy to expand its smart, data-enabled media portfolio in line with Oman Vision 2040, supporting digital transformation, sustainable city planning and more meaningful connections between brands and communities.
JCDecaux Oman operates in the Sultanate through long-standing partnerships with Muscat Municipality and Oman Airports, managing media assets across Muscat, Salalah, Duqm and Sohar.
