OOH advertising in the UAE market: an overview 

Introduction

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The UAE Out-of-Home (OOH) advertising market is one of the most vibrant within the Middle East region, offering brands opportunities to connect with diverse audiences. From iconic landmarks like the Burj Khalifa, transport hubs like Dubai Airport (DXB), to the bustling Sheikh Zayed Road, the UAE’s OOH landscape is rich with opportunities for industries such as retail, luxury, real estate, and technology. 

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With Digital Out-of-Home (DOOH) taking center stage, the market is evolving rapidly, offering brands exciting ways to engage audiences. To explore these developments, we spoke to billups key regional experts: Wissam El-Rayess, Business Director - Middle East, and David Hawkins, Managing Director - Middle East. Beyond their extensive knowledge of the intricacies of the Emirati market, Hawkins and El-Rayess boast a combined experience of over 30 years in the OOH space.

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Key takeaways

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• DOOH accounts for a significant portion of the UAE’s OOH billings, with imminent adoption of programmatic and interactive technologies.
• Dubai dominates the OOH landscape, with high-impact locations like Sheikh Zayed Road, Dubai Mall, and Jumeirah Beach Road offering premium visibility.
• The UAE’s multicultural population enables culturally inclusive campaigns, with opportunities to create dynamic, data-driven, and interactive content.
• Digitalization is transforming OOH in the region, making planning and buying more efficient while enabling greater creativity and flexibility.

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Table of contents

1. The UAE OOH Advertising Landscape
2. Audience Profiles and Demographics
3. Iconic Dubai Locations: Where OOH Shines
4. Why OOH Works for Retail, Luxury, Real Estate, and Tech
5. The Rise of Digital and Programmatic OOH
6. Conclusion

The UAE OOH advertising landscape

The UAE boasts one of the most advanced OOH advertising markets globally, with a strong focus on digitalization and innovation. Dubai, in particular, is the epicenter of OOH activity, offering brands access to high-traffic locations and affluent audiences. Wissam El-Rayess says, “The UAE’s OOH market is not just about visibility; it’s about creating experiences. The blend of architectural grandeur, technological innovation, and cultural diversity makes the UAE a canvas where brands can tell their stories in ways that resonate globally.”

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Audience profiles and demographics

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The UAE’s OOH audience is as diverse as its populace. Expatriates comprise the vast majority of the market, with 88% of the population, with the remaining 12% being Emirati nationals. This diversity creates unique challenges and opportunities for advertisers. “The UAE’s audience is a microcosm of the world, and this diversity is a strength. Whether it’s crafting campaigns for Ramadan or Diwali or tailoring messages in Arabic, English, or Hindi, we ensure that every ad reflects the region's cultural richness,” says Hawkins.

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Psychographic insights on the UAE audience

Lifestyle preferences: The UAE's total consumer spending is forecasted to reach $226.59 billion in 2025, reflecting a significant emphasis on luxury, convenience, and experience-driven purchases. Source: Statista

Cultural influences: The UAE’s population is highly multicultural, with 88% of residents being expatriates. Campaigns that incorporate cultural inclusivity, such as those targeting Ramadan or Diwali, have been shown to resonate deeply with audiences. Source: Gulf News

Buying motivations: A 2025 report highlights that 65% of UAE consumers prefer brands that prioritize sustainability and ethical practices, showcasing a growing demand for transparency and eco-consciousness in purchasing decisions. Source: Zawya

Digital engagement: The UAE has one of the highest smartphone penetration rates globally, at 99% in 2025. This makes interactive and gamified content in DOOH advertising highly effective, especially among younger, tech-savvy audiences. Source: Statista

Tourism boom: Dubai welcomed 17.15 million international visitors in 2023, with tourists contributing $49 billion in spending, the highest globally. Iconic locations like DXB Airport, Jumeira Beach Walk, and Dubai Marina, along with key events like the Formula 1 Abu Dhabi Grand Prix, offer brands opportunities to engage affluent and diverse audiences through OOH. Source: WTTC

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Demographic Differences: Dubai City Center vs. Suburbs

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City center: Predominantly young professionals, tourists, and affluent shoppers. High-traffic areas like Sheikh Zayed Road and Dubai Mall are ideal for digital and interactive ads.

Suburbs: Families and local commuters dominate. Advertising emphasizing value, education, and family-oriented products performs well in these areas.

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Iconic UAE locations: where OOH shines

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The UAE offers some of the most iconic and high-impact OOH advertising opportunities in the world. El-Rayess says, “Advertising in the UAE goes beyond reaching an audience; it’s about becoming part of the region’s identity.” Whether it’s a campaign on Sheikh Zayed Road or a projection on the Burj Khalifa, brands have the opportunity to align themselves with the UAE’s global reputation for excellence and innovation. Among the standout locations are:

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Sheikh Zayed Road: The busiest and most iconic highway, offering unparalleled visibility for brands targeting affluent locals and global audiences.

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Burj Khalifa: As the world’s tallest building, it provides unmatched global visibility, particularly during special events and holidays.

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Dubai Mall and Mall of the Emirates: Prime retail hubs with high footfall from international tourists and local shoppers.

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Dubai International Airport (DXB): The world’s busiest airport for international travel, connecting brands with a global audience.

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Jumeirah Beach Road: A premium location for targeting affluent residents and active beachgoers.

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Abu Dhabi Airport (AUH): A modern international transport hub with a myriad of opportunities to engage tourists and travellers.

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Abu Dhabi City: An impressive array of digital OOH placements with high visibility in the capital of the UAE.

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Creative campaigns also play a key role in making OOH memorable within the UAE. For instance, drone shows and 3D screen advertisements in JBR Walk have demonstrated the power of OOH to capture attention and spark conversation. 

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Why OOH works for retail, luxury, real estate, tech, and events

Retail: The UAE retail market is projected to grow to $75 billion by 2025, driven by increasing consumer spending and the expansion of shopping districts like Downtown Dubai. OOH advertising plays a vital role in driving foot traffic to these retail hubs. Source: Mordor Intelligence

Luxury: The UAE luxury market is expected to grow at a CAGR of 5.4% from 2023 to 2028, with Dubai’s DIFC and City Walk being prime locations for affluent consumers. High-impact OOH placements in these areas help luxury brands connect with this audience. Source: Statista

Real Estate: Dubai’s real estate market is forecasted to grow by 6% annually, with over $35 billion in transactions recorded in 2024 alone. OOH advertising is a key channel for promoting new developments and attracting high-net-worth individuals. Source: Knight Frank

Tourism and Hospitality: In 2025, Dubai welcomed 3.82 million overnight visitors in just January and February, showing a 4% increase compared to the same period in 2024. Overall, the UAE is expected to attract over 18 million international tourists throughout the year. Source: Dubai Department of Economy and Tourism

Tech: The UAE’s technology sector is expected to grow to $26 billion by 2025, with brands leveraging digital and programmatic OOH campaigns to engage digital-native audiences. Source: Statista

Events: The UAE aims to host over 500 events in 2025, including the Dubai Shopping Festival, GITEX Global, and the Arabian Travel Market. These events attract global attendees, providing excellent OOH advertising opportunities to target diverse audiences. Source: Dubai Events Calendar 2025

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The rise of digital and programmatic OOH

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Digitalization has been transformative in the UAE OOH market, offering brands greater flexibility and interactivity. Digital screens allow brands to change copy in real-time, providing opportunities for dynamic and contextually relevant campaigns. This flexibility is particularly valuable for industries like finance, where terms and conditions can change rapidly. Hawkins elaborates, “In the UAE, digitalization is more than a trend—it’s the backbone of OOH advertising. The integration of real-time updates and interactive features allows brands to be as agile as they are creative, delivering campaigns that feel alive and relevant.”

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Conclusion

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The UAE OOH advertising market is a vibrant and evolving space that connects brands with diverse audiences through tech-savvy and creative campaigns. Hawkins concludes, “The UAE’s OOH market is shaping global trends. With advancements like immersive digital formats and high-impact placements in iconic locations, the UAE offers brands a fantastic platform to innovate and connect with audiences. For brands ready to make bold moves, this market is an opportunity to stand out and lead.” 

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Contact us

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Ready to elevate your brand in the UAE with impactful OOH advertising? Contact us today to discover tailored solutions that drive results. Visit our Contact Page to get started!

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