ADNOC Distribution has launched Engage by ADNOC, a retail media network that allows brands to reach customers across the company’s mobility, convenience retail and digital channels.
The platform is described as the UAE’s first full-funnel retail media network operated by a mobility and convenience retailer. It combines digital and physical advertising spaces with customer insights and first-party data to help brands deliver relevant campaigns at different stages of the consumer journey.
Unlike traditional outdoor advertising, Engage by ADNOC allows advertisers to manage awareness, consideration and conversion campaigns within one integrated ecosystem.
ADNOC Distribution serves nearly 700,000 customers daily across its UAE service station network and processes more than 250 million transactions annually.
The advertising platform will use insights from more than 2.7 million ADNOC Rewards members to help brands improve customer targeting and measure campaign performance. ADNOC Distribution said customer information will be handled in accordance with applicable privacy regulations and consent requirements.
“Engage by ADNOC reflects our continued evolution as a mobility and convenience retailer,” said Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution.
She said the platform would support the company’s strategy to accelerate growth in its non-fuel retail business while creating additional value for advertisers, consumers and ADNOC Distribution.
Elboghdadi added that the network would allow marketers to turn audience insights into measurable results by reaching customers at relevant points during their journeys.
Engage by ADNOC will connect brands with customers through ADNOC Distribution’s online and offline channels. These include the ADNOC Rewards mobile application, digital platforms, service station screens and Oasis by ADNOC convenience stores.
Supported by ADNOC Distribution’s AI and Digital Transformation programme, the platform uses artificial intelligence, analytics and first-party customer data to help advertisers encourage product consideration, increase conversions and evaluate campaign effectiveness.
The company said approximately two-thirds of fuel transactions in the UAE take place across its network, providing brands with access to one of the country’s most frequently engaged consumer audiences.
The launch forms part of ADNOC Distribution’s non-fuel retail growth strategy. The segment recorded more than 14 percent year-on-year gross profit growth in 2025.
ADNOC Distribution expects Engage by ADNOC to generate more than $25 million in cumulative gross profit during its first five years, creating a scalable revenue stream supported by AI, data and analytics.
The platform has been developed with several strategic partners, including Publicis, Pyxis, LiveRamp and Network International. The partnerships bring together expertise in advertising, artificial intelligence, customer data, payment insights and campaign measurement.
Bassel Kakish, CEO of Publicis Groupe Middle East and Türkiye, said ADNOC Distribution had developed one of the UAE’s strongest consumer ecosystems, creating a significant retail media opportunity for advertisers.
Mukhles Odeh, CEO of Pyxis, said the partnership would enable brands to connect with customers in real time and deliver measurable advertising experiences.
Oliver Klander, Regional Vice President for MENA Brands at LiveRamp, said ADNOC Distribution’s network and first-party data ecosystem offered brands new opportunities to improve audience engagement while maintaining responsible data practices.
Görkem Köseoğlu, Group Chief Customer and AI Officer at Network International, said combining customer spending insights with advertising performance data would give brands a clearer understanding of campaign results and business outcomes.
ADNOC Distribution said it would continue exploring opportunities to expand Engage by ADNOC’s features and services in response to customer needs and future growth opportunities across its markets.
