Expanding to the Dubai market was very strategic for Al Arabia: “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, fueled by both residents and tourists seeking unique experiences.”

Al Arabia has revealed the objectives for the months ahead, for them “the 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.” They go on to say that “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.”

Al Arabia is only too logical about the UAE market specifically Dubai: “The outdoor advertising industry, especially in a dynamic market like Dubai, faces several challenges that must be addressed to maximize its potential specifically with many OOH suppliers/players in this market.” However Al Arabia due to its heritage can rectify this “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. Therefore, effective measurement of campaign performance remains a significant hurdle.”

The solution however is at hand: “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 optimize future strategies, and ending with 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 maximizing overall visibility and impact for each campaign.”

“It’s our commitment to helping brands connect with their audience in impactful ways.”

Since all clients are seeking to have their campaigns measured and measurable, the solution is obviously with the digital angle. “Digital OOH (dOOH) advertising industry are demanding targeted and personalized 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.”

The future is both here and also no. “Ultimately, clients are seeking personalized, adaptable, and data-driven dOOH solutions to maximize the impact of their advertising efforts and to acknowledge their return on investment. For now and frankly, dOOH is not implemented 100% on outdoors; it will take a lot of time to reach this level of deliverables and measurements.”

When it comes to the upcoming trends in the OOH industry Al Arabia, due to its leading position can say that “these trends will significantly shape the OOH landscape in Dubai, driving innovation and creating new opportunities for advertisers to connect with their audiences effectively.” They go on detailing them one by one:

“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 revolutionize how outdoor advertising is planned and executed & Dooh programmatic tools and measurements.

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. This trend not only captures attention but also fosters a stronger emotional connection with the audience.”

For its launch, Al Arabia collaborated with one of the UAE’s most inspiring success stories: the Emirati entrepreneur behind the popular "Salt" restaurant chain, which was celebrating its 10th anniversary.

Al Arabia gave "Salt", a local restaurant famous for offering burgers on par with global brands, a unique opportunity for a joint campaign. The teaser phase started with an intriguing message across Al Arabia’s prominent digital billboards in key Dubai locations, reading: "Something salty is on coming… To be seen by everyone." This teaser instantly captured attention, making the campaign the most viewed in the city.

The campaign later revealed that the teaser was promoting SALT’s new burger for just AED 10, in celebration of its 10th anniversary. However, this campaign was more than just a regular ad, it was a clever showcase of the power and influence of outdoor advertising.

In an unexpected twist, Al Arabia also rented billboard space from its competitors, without revealing its involvement, to advertise the same teaser but with a different, witty message. Instead of "To be seen by everyone" the message on competitors' billboards read: "To be seen by [specific location]," highlighting the limited coverage of those networks compared to Al Arabia’s widespread presence, and utilizing each competitor’s brand color for the teaser, along with a witty revealer line. This smart move delivered a subtle message to the advertising and marketing community, underscoring Al Arabia’s superior network and reach.

Salt’s new AED 10 burger campaign was enhanced by Al-Arabia’s widespread network of screens and visibility. It cleverly compared Al Arabia’s strategic digital billboard locations with the traditional static ones, emphasizing the importance of targeted promotional campaigns aimed at reaching the widest audience.

The campaign wasn’t limited to outdoor ads. Salt showed its appreciation by changing all its packaging during the campaign to Al Arabia’s colors and the tagline "Seen By Everyone." Additionally, 1,000 burgers were distributed to top marketing and advertising agencies, each packaged with Al Arabia’s branding, reinforcing the company’s presence and highlighting its role in connecting brands with their target audience.

This campaign served as a unique model for community engagement, sharing positive success stories in a creative way.

“This campaign embodies what Al Arabia does best, ensuring brands are seen by the right people, in the right places, at the right time,” said Fai Bin Masoud, Business Development Director at Al Arabia. “We didn’t just introduce ourselves to Dubai, we made sure everyone saw us. And in doing so, we helped a beloved local brand make an even bigger impact.”

This wasn’t just a celebration of Salt’s 10th anniversary. It was also a bold statement announcing Al Arabia’s entry into Dubai, showcasing its distinction and challenging other players in a highly competitive market. With the rapid growth of social media, the campaign reinforced the strength of digital outdoor advertising, truly seen by everyone.

The event, initiated by Seventh Decimal, will bring together a diverse audience from across the Gulf Cooperation Council (GCC) countries, including representatives from Saudi Arabia, UAE, Kuwait, Qatar, Oman, and Bahrain. Attendees will include local and regional media owners, advertisers, media agencies, and global Adtech providers.

The summit aims to provide a platform for advertisers and agencies to address the opportunities and challenges of the OOH sector in the region. With a mission to foster collaboration among stakeholders and gain insights into advertisers needs, the event seeks to drive growth and innovation within the industry.

Engaging Content and Expert Speakers

The summit will be opened by the World Out of Home Organization President Mr. Tom Goddard who said “I am really excited about participating in the GCC OOH industry Summit in Dubai and to updating the attendees on all the great things that are happening in our Channel, which is enjoying a true renaissance Globally.”

The event will also feature insights from speakers representing multinational and local brands who will share their expertise on the latest research, technologies, and strategic models driving the OOH sector forward. Topics will range from cutting-edge advertising technologies to strategies for maximizing impact in the evolving OOH landscape.

For registration and program details, visit: https://www.seventhdecimal.com/GCC-OOH-Summit-Registration

In a world where sustainability is being lip service, where is the concept heading in terms of communication at large in your view?

Sustainable communication today is evolving towards greater authenticity, transparency, and inclusivity. Brands are moving beyond mere statements, to actively embedding sustainability into their core practices and sharing these efforts in a way that resonates deeply with stakeholders. It’s no longer about broadcasting achievements; it’s about fostering genuine connections, leveraging data-driven insights, and inspiring collective action for a better future. At Marketing Marina and Marketing Golf, this philosophy drives us. We focus on crafting sustainable narratives that are not only credible but also transformative, ensuring they leave a meaningful impact on both businesses and communities.

Out of Home spend is destined to boom in the near future as it is inescapable. Do you feel people still get pulled with their attention regarding it? And if so, how best to sway them?

Absolutely, Out Of Home (OOH) advertising continues to captivate audiences, but the key lies in making it more than just visible. In 2025, effective OOH campaigns will need to blend creativity, interactivity, and relevance. By incorporating digital innovations like augmented reality, integrating influencer partnerships, and aligning with sustainable values, brands can create compelling experiences that truly engage audiences.

At Marketing Marina and Marketing Golf, we focus on leveraging a creative mix of storytelling and interactive technology to ensure OOH campaigns are not just telling a story but bringing brand value to life. By tapping into what matters most to consumers, we can drive deeper connections and measurable outcomes. A notable example is Marketing Marina’s recent activation during the Abu Dhabi Formula 1 race-weekend, where we unveiled the UAE’s first-ever 3D hologram screen at Yas Marina. This initiative brought brands to life in stunning new ways and created an immersive experience for race enthusiasts and event attendees. It wasn’t just about visibility, it was about creating a visually stunning, interactive experiences that dynamically captivate audiences. By integrating such innovations, brands can craft memorable campaigns that don’t just catch the eye but hold attention and drive deeper consumer engagement.

UAE is certainly one of the countries that draws different ethnicities and nationalities. How best to speak to all of them while entertaining their sensibilities and differences?

The UAE’s diversity is one of its greatest strengths, and communicating effectively here requires cultural sensitivity, adaptability, and a deep understanding of varied perspectives. Successful messaging begins with active listening and collaboration, followed by crafting strategies that reflect inclusivity and shared values. This involves tailoring campaigns to resonate with different cultural sensibilities while maintaining a unifying message that brings people together. At its core, it’s about celebrating diversity, fostering trust, and creating a sense of community that transcends differences, ultimately driving innovation and growth in a multicultural environment.

Engagement – a word too easily thrown out. It catches everyone in the communication domain, yet few understand it. How do we define it, use it, and eventually harness it in today’s crowded world?

Engagement is more than just getting people’s attention, it’s about building meaningful, two-way relationships that inspire loyalty and trust. It’s the emotional and mental connection stakeholders feel toward a brand, extending beyond mere transactions. Whether it’s employees, customers, or partners, true engagement stems from understanding their needs, creating value, and fostering open dialogue.

In today’s world, where attention is fragmented, engagement requires a thoughtful approach. This means using data to understand your audience, creating content that resonates, and encouraging participation. At Marketing Marina and Marketing Golf, we see engagement as the cornerstone of all successful communication strategies because when people feel connected, they’re more likely to stay invested.

There is no one-size-fits-all strategy in the market. What succeeds in one area may not in another, highlighting the practical nature of marketing. Each client and market requires tailored approaches. For instance, in Dubai, the high cost of traditional media spaces, such as billboards, primarily monopolized by real estate developers, makes them unaffordable for many brands. This creates a need for alternative, more affordable advertising avenues accessible to all brands. Transit media fills this gap by offering affordability and accessibility, allowing brands with varying budgets to execute campaigns effectively. This adaptability to budget constraints makes transit media an attractive choice in Dubai, driven not solely by preference but by necessity and market demand.

2. What solutions does SkyBlue Media offer to unlock the potential of transit media advertising?

We pride ourselves on our flexibility and adaptability. Suppose a client wishes to launch a perfume and offer an interactive experience to potential customers. In that case, we can integrate QR codes within bus advertisements for direct purchase or distribute scented cards inside buses for passengers to sample the fragrance. This immersive approach not only engages passengers but also enhances brand awareness and drives sales. We are not limited to traditional methods; we welcome innovative ideas such as sampling campaigns or bus station events to create memorable brand experiences.

3. Is Sky Blue Media incorporating AI into its operations?

We are exploring the integration of AI in various ways. One project involves mixed reality, particularly with a jewelry client. In this initiative, QR codes featuring brand visuals are placed on bus seats, allowing passengers to scan to visualize how certain jewelry would appear on them. Through AI technology, their faces are seamlessly replaced with the faces of models, wearing the jewelry, providing a personalized and interactive experience. This blend of AI and augmented reality enhances engagement and facilitates social media sharing.

Moreover, we are leveraging AI for audience measurement. Utilizing proprietary technology, including camera and device ID-based systems, we gather audience data in collaboration with RTA. This approach ensures privacy compliance while delivering analytics to clients, including CPM measurements specific to bus advertising compared to other media channels. 

4. How do you see the transit media space further growing?

News has been circulating about the Dubai government's initiative to study ways to alleviate road congestion under the guidance of His Highness. Just last month, a dedicated bus lane spanning 13 kilometers was inaugurated in Dubai, enabling buses to navigate more swiftly compared to cars. As congestion worsens, frustrated commuters witnessing bus passengers' faster movement are likely to opt for public transportation, as seen in cities like Singapore and Hong Kong, where even affluent individuals utilize public transport. Dubai, facing highway congestion, is exploring various solutions, including remote work, and adjusted working hours. However, public transport remains the most effective means to reduce congestion, a proven strategy worldwide. Consequently, the Dubai government is expanding its metro and bus networks, with an additional 500 buses slated to join next year. From a marketing perspective, buses offer significant engagement opportunities, with passengers spending an average of 25 minutes per journey, resulting in multiple daily interactions with brands displayed inside/outside buses. 

Photo Source: SkyBlue Media

SkyBlue Media marked its brand-new government-partnered initiative by executing a branding campaign through a public bus network, in conjunction with the 28th meeting of COP28 UAE – United Nations Climate Change Conference, which was the hype of November at Expo City Dubai. 

This initiative was made possible through the collaboration between SkyBlue Media and RTA, solidifying SkyBlue Media as the exclusive OOH media partner for the Bus Fleet and its related facilities like Bus Shelters, Mupis, and Bus Stations. This collaboration was to bring the concepts of COP28 to life by delivering innovative and impactful solutions for global environmental initiatives. Accordingly, SkyBlue Media executed a campaign to wrap over 98 public buses with conceptual COP28-inspired materials.

Dato Manikandamurthy Velayoudam, Group Chairman & Managing Director of SkyBlue Media, expressed his enthusiasm about the partnership, stating, “Our collaboration with RTA stands as a testament to our shared commitment to excellence. We take immense pride in the success of the COP28 bus wrap campaign, showcasing the remarkable synergy between SkyBlue Media’s creativity and RTA’s logistical expertise. We are truly honored to receive commendation and our heartfelt gratitude goes to the Public Transport Department of RTA for this recognition. Their acknowledgment motivates and fuels our commitment to fostering innovation and sustainability in our campaigns. This accolade inspires us to continue pushing boundaries for a brighter, more sustainable future."

SkyBlue efficiently designed, produced, and installed wraps on a fleet of 81 Volvo buses, 7 Coach buses, and 10 electric buses. The 98 bus fleet became the mode of transportation for COP28 delegates, shuttling them between hotels and the conference venue.

The mobile billboards communicated the conference's significance to a broad audience, extending their reach beyond the confines of the conference venue. SkyBlue Media ensured the use of weather-resistant wraps that held up well in Dubai's changing weather. 

The media agency also recently partnered with Danube Properties. The focus of the collaboration lay in the reflective sticker bus advertising campaign that has introduced a new dimension to OOH advertising. This innovation is designed to address the need for high visibility of bus advertising during the evening and night hours. SkyBlue media has created Bus Advertising campaigns to promote Danube’s ongoing projects – Sportz by Danube and Eleganz by Danube on a total of 36 buses, of which 18 buses have reflective stickers to promote Eleganz Danube.

Commenting on its brand new partnership with SkyBlue, Madhusudan Rao, CEO, Danube Group said, “The reflective sticker bus advertising campaign, a brainchild of SkyBlue, not only redefines bus advertising in Dubai but also amplifies our brand presence with a creative and safety-conscious approach. We look forward to the continued success of this collaboration, showcasing Danube's ongoing projects such as Sportz by Danube and Eleganz by Danube to a wider audience through this unique and visually striking campaign."

First with digital screens and now with programmatic technology, out-of-home (OOH) is well and truly embracing its digital transformation. Omnicom Media Group MENA has partnered with The Neuron to access the features of its specialist DSP (demand-side platform) to plan, book, and monitor campaigns in more than 80 countries. 

As well as holding firm in terms of share of brands’ media investments in MENA, at around 20% of the total, outdoor advertising is already seeing some 50% of its revenues going to digital sites, against a world average of 40%. The global programmatic digital OOH (pDOOH) market is projected to grow exponentially, thanks to advancements in data analytics and audience measurement that enable more effective and engaging campaigns.

The Neuron is a specialist DSP for pDOOH advertising, a segment in outdoor advertising experiencing a surge thanks to significant growth and technological advancements. Unlike most current DSPs, built for small screens and the open Web rather than OOH, The Neuron was designed with greater capabilities and a singular focus on outdoors. It helps users plan, book, and monitor their ads across an inventory of 1.35 million digital sites delivering some 60 billion impressions weekly in over 80 countries. The billboards are in a variety of settings and environments such as transit, retail, health & beauty, healthcare, office buildings, residential, and entertainment, etc. Combining this reach with sophisticated attribution models, The Neuron provides insights into campaign performance, enabling advertisers to gauge impact and ROI with precision thanks to reporting tools that provide transparency.

Thanks to this partnership with The Neuron, Omnicom Media Group will be ideally placed to further elevate the sophistication of digital OOH campaigns through programmatic technology. The platform includes advanced planning tools and targeting features that help planners discover inventory available across both local and international ad markets to reach desired audiences. Its auto-bidding algorithms are designed to optimize DOOH buying for cost efficiency. Fully automating this process programmatically is proven to enhance operational efficiency. 

“With this partnership, we will be able to deliver even better results to our clients from their Out of Home campaigns thanks to better more advanced planning, inventory selection, creative delivery, and targeting not to mention more advanced campaign measurement. pDOOH is a huge growth area for outdoor advertising and this partnership allows us to position our agencies at the forefront of emerging channels,” commented Chris Solomi, Chief Digital Officer of Omnicom Media Group MENA.

“This is a major contribution to the digital transformation of what was a static medium, as we now have a seamless, user-friendly way to launch dynamic campaigns, making programmatic DOOH a reality for advertisers. With The Neuron, we will have access to local and global audiences, and benefit from precision targeting, including with custom audiences and using geo-location, as well as retargeting. The customizable triggers are also a very interesting feature. What’s more, as pDOOH lowers the entry point for advertisers who might be put off by high prices, it will bring new brands into the market, without having to draw from their offline media budgets.”

“We are immensely proud and thrilled about our partnership with OMG MENA. This agreement unites two entities that are deeply committed to harnessing the transformative impact of technology in outdoor advertising. Our collaboration with OMG MENA, especially in handling cross-border campaigns, is not just about reaching new heights in planning and execution, but it's a journey towards pioneering efficiency and effectiveness in the digital advertising realm,” explained Hussein Khader, Founder and CEO of The Neuron. 

Under the agreement, Penguin and SkyBlue will collaborate to manage several key advertising locations, with this being SkyBlue’s first move into the Abu Dhabi and Al Ain markets. This follows an agreement between the Malaysian outdoor advertising company with the Road and Transport Authority (RTA), Dubai. Under the partnership contract with RTA, SkyBlue has exclusive advertising and naming rights for RTA’s 1,400 buses, 886 bus shelters, 523 mupis, and 22 bus stations.

Commenting on the MoU, Hussam Al Mulhem, Founder and CEO of Penguin Media, said, “We are delighted to formalize this strategic partnership with SkyBlue Media, a truly pioneering company with over 15 years of experience in Malaysia’s outdoor advertising sector, and one that continues to be at the vanguard of its industry – transforming the OOH market by integrating new technology such as AI.”

“This collaboration marks a pivotal moment in Penguin Media’s journey, combining the power of traditional outdoor advertising with cutting-edge technology. This synergy exemplifies our commitment to being pioneering industry leaders, delivering unparalleled value to our clients and a seamless integration of outdoor advertising experiences – for both advertisers and consumers alike,” Al Mulhem added.

Also commenting on the partnership, Dato Manikandamurthy Velayoudam, Group Chairman & Managing Director of SkyBlue Media Group, said, "The synergy between SkyBlue Media's OOH expertise and Penguin Media's robust local presence is poised to revolutionize outdoor advertising in Abu Dhabi. Together, our unique strengths will seamlessly blend, adding unparalleled value to the industry and transforming the advertising landscape for a truly extraordinary experience."

This strategic step reaffirms their dedication to transforming the landscape of Outdoor/ Digital interaction, elevating how individuals connect, explore, and immerse themselves in the urban environment.

Al Maha Island is the ultimate entertainment and leisure hotspot, taking the tourism and hospitality sectors in Qatar to a new level. Located across Lusail Marina promenade and linked to the mainland via a causeway, Al Maha Island attracts over 2 million visitors per year.

“We have strategically deployed 16 Muppies with LED displays, 5 LED Billboards, and an eye-catching Hoarding in which we have implemented an array of advertising solutions designed to leave a lasting impression."

Patrick Haber, Vice President of JGroup & PromoMedia’s General Manager said, “Renowned as the pioneers in the outdoor signage enterprise we have carved our path by delivering advertising solutions and fostering enduring partnerships across the Middle East & Africa. Our ethos represents a fresh perspective on advertising, characterized by our commitment to brand-building through innovative advertising and technology services.

Through the utilization of these digital media screens & the static hoarding, we aim to showcase valuable and engaging content, enriching the experiences of all visitors to Al Maha Island.”

It is worth noting that this collaboration with Estithmar Holding through its subsidiary Estithmar Ventures will further strengthen the engagement with Al Maha Island visitors and will help attract external advertisers to promote their work through the well-designed outdoor and digital campaign.

The ‘Champions of Change’ campaign is a celebration of the spirit and determination of Gulf for Good's challengers, whose photos and stories now grace the bustling Sheikh Zayed Road, showcasing their unwavering dedication, resilience, and commitment to making a positive impact on the world.

Each billboard tells a unique story, reflecting the diverse backgrounds and challenges that the charity’s supporters have embraced to raise funds for education, healthcare, and welfare projects benefiting underprivileged children around the world.

Taking center stage on Sheikh Zayed Road, the campaign’s billboards are prominently displayed at two key locations—one near exit 50 on the way from Sharjah to Abu Dhabi and another close to the Gold and Diamond Park.

Katherine Kearsey, Chairwoman at Gulf for Good, expressed her enthusiasm about the campaign, stating, "As a charity that thrives on pushing limits and creating meaningful change, we are excited to partner with BackLite Media to bring the stories of our challengers to the heart of Dubai. These billboards will not only inspire passersby but also remind everyone that small actions can lead to monumental change."

“We warmly invite everyone to drive by and witness the inspiring stories of these everyday heroes, who are contributing to the betterment of communities and children’s lives worldwide,” Katherine concluded.

Gulf for Good is on a mission to inspire more UAE residents to participate in its challenges. Participation not only promises thrilling experiences but also guarantees individuals a coveted spot on these renowned billboards, creating a truly unique and memorable connection with the community.

Gulf for Good's upcoming challenges will transport participants to the captivating landscapes of Namibia from November 4th to 10th, 2023. This journey takes challengers through one of the country's most iconic regions, a place teeming with breathtaking vistas, thrilling encounters with untamed wildlife, and the allure of uncharted territories waiting to be explored.

In another chapter of its mission, Gulf for Good’s challengers are set to conquer the majestic heights of Kilimanjaro, Tanzania, from February 17th to 25th, 2024. Renowned worldwide as one of the most formidable mountain treks, Kilimanjaro promises an exhilarating adventure that remains a flagship expedition in Gulf for Good's repertoire.

Since its inception in 2001, Gulf for Good has organized more than 100 challenges, raising over USD 5 million for 63 projects in 30 countries, thereby impacting over 33,300 children in need.

For more information about Gulf for Good and its charitable effort, please visit www.gulf4good.org.