New manual unveiled for OOH advertisers in Dubai
Evolving advertising needs addressed
Dubai’s Roads and Transport Authority has launched an updated version of its Out-Of-Home (OOH) Advertising Manual to foster a dynamic and competitive advertising environment in Dubai emirate in the United Arab Emirates (UAE).
Newly launched in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism, the revised edition stewarded by Dubai’s RTA aligns with efforts to enhance Dubai government procedures, including complying with the Dubai Urban Plan 2040.
Key updates to the manual include improved advertisement site planning, heightened traffic safety standards, and standardised design criteria. New procedures for billboard construction and commercial signage have been introduced alongside innovative elements, such as pilot areas for testing new advertising formats.
The revised manual incorporates a range of advancements that set a global benchmark for OOH advertising across Dubai emirate. These include enhanced aesthetic standards that reflect Dubai’s unique identity and a variety of geometric and artistic forms to support creative and innovative advertising approaches.
Notably, the manual now features updated spacing criteria between billboards and intersections, aiming to optimise visual impact and safety.
In response to Dubai’s rapid growth and evolving advertising needs, the manual introduces new zones for OOH advertising and expands the scope for digital advertising. It also emphasises the strategic distribution of billboard locations, blending assets, and diversifying billboard types to maximise investment returns.
OOH advertisers will benefit from enhanced guidelines that facilitate the use of cutting-edge media, including 3D ads, drones, modern lighting, and laser technology. To ensure clarity and compliance, the manual provides comprehensive classifications of all OOH advertisements, complete with images, measurements, and dimensions.
The updated Dubai OOH Advertising Manual represents a significant step forward in Dubai emirate’s commitment to maintaining its leadership in the UAE’s OOH advertising industry while prioritising its residents’ and visitors’ safety and security.
Featured image: The revised OOH advertising manual for Dubai emirate features updated spacing criteria for billboards and intersections. Credit: Arnold Pinto
