Al Arabia set for its Dubai chapter

Posted on 2025 Jan,20 | By Ghada Azzi

Al Arabia has been a leading outdoor solution provider in Saudi Arabia since 1983. Recently it has announced that its UAE branch, Al Arabia OOH Digital Company, has been granted the rights for outdoor billboards in Dubai worth more than $142 million (AED 522 million). Thrilled to embark on this new journey, Jalal Khanfour, Chief Commercial Officer of Al Arabia OOH, talks about the new expansion into the UAE market, how they intend to replicate their successful operations in KSA to meet the specific preferences of the Dubai market while also introducing innovative outdoor advertising solutions that truly make a statement!

Could you share the strategic thought process behind the expansion into the Dubai market?

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.

What are your key objectives for the months ahead?

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.

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 maximize its potential specifically with 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. Therefore, 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 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.”

What is your take on programmatic within OOH and the demand for more measurable data to highlight effectiveness and impact of the campaign itself?

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.

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.

What are the top upcoming four trends within the OOH industry?

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 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.