In your opinion, what makes OOH remain one of the most effective traditional forms of advertising?
Dubai is home to over 200 nationalities, each with its own distinct cultural and linguistic preferences. When people are indoors, they tend to engage with media tailored to their language—whether through radio, television, or print—making it challenging for media planners to reach everyone through a single medium. However, when people step outdoors, OOH advertising overcomes these barriers. Billboards, for example, are seen by everyone, regardless of language or ethnicity, making them a powerful tool for reaching a diverse audience. In a dynamic city like Dubai, where the population is constantly on the move, OOH offers advertisers the ability to connect with a broad spectrum of individuals. This medium remains highly relevant and impactful in the Dubai market, where its reach is unmatched by other forms of traditional media.
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What have been the top demands from brands and clients in 2024?
In 2024, brands have become more discerning in their advertising choices, with many seeking to stand out by opting for exclusive, standalone advertising spaces. They prefer to avoid being part of the advertising clutter often seen in shared spaces. We have seen a strong demand for sites that allow brands to have complete ownership, and fortunately, most of our assets are standalone, which fits perfectly with these client needs. Additionally, our clients tend to avoid digital billboards featuring multiple advertisers, as this format dilutes their brand message. As one of our clients remarked, “I do not wish to be part of a raffle draw,” reflecting concerns that their ad may get lost among others. Digital formats are often effective indoors, but when it comes to outdoor advertising, exclusivity is essential to ensure a brand’s visibility and impact.
Where do you see Next What Advertising in the next three years?
Since our launch in 2021, Next What Advertising has experienced rapid and consistent growth, doubling year after year. We have several new assets lined up, and these upcoming acquisitions will help accelerate our expansion even further. Our strategy is focused on becoming one of the top three OOH advertising companies in the region within the next three years. We are confident that with our current momentum, strong client relationships, and strategic asset acquisition plans, this goal is within reach. Our aim is to continue delivering high-quality, innovative advertising solutions that meet the evolving needs of our clients.
What is your take on the state of the attention economy, and what does OOH have to offer in this landscape?
In today’s fast-paced world, where consumers are constantly exposed to information online, OOH advertising stands out as a powerful medium for capturing attention in public spaces. Unlike online ads, which can be skipped, blocked, or ignored, billboards are unavoidable in physical environments. OOH offers brands the opportunity to deliver dynamic, eye-catching content that grabs attention and creates strong brand recall. This is particularly important in the current attention economy, where cutting through the noise is a challenge. OOH can make a lasting impact, making it a vital tool for brands looking to stand out in a highly competitive landscape.
By Tanvir Shah, Founder & Managing Director of NextWhat.
