One of the most common questions advertisers ask is:
“How long should my outdoor advertising campaign run for maximum impact?”
The ideal campaign duration depends on objectives, audience behavior, format, and budget. In a fast-moving market like the UAE – especially Dubai – where audiences see hundreds of messages daily, the right campaign length determines whether your brand is remembered or forgotten.
This guide breaks down recommended durations for different OOH goals, industries, and formats, helping brands choose the optimal campaign length for real results.
- Why Campaign Duration Matters in OOH
Outdoor advertising works through:
- Repetition
- Consistency
- High-frequency exposure
Your audience doesn’t stop to examine an ad – they absorb it passively over time.
The longer the exposure, the stronger the recall.
A well-timed OOH campaign:
- Builds brand familiarity
- Drives top-of-mind awareness
- Increases footfall and inquiries
- Influences purchase decisions
- Supports digital and social campaigns
Duration is a critical success factor.
- The Ideal Duration Depends on Your Objective
- Brand Awareness Campaigns
Recommended duration: 3–6 months
Brand awareness requires long-term visibility. Repetition across months helps anchor the brand in the consumer’s mind.
Best for:
Luxury brands, real estate companies, banks, healthcare groups, automotive, supermarkets.
- Product Launches & New Openings
Recommended duration: 4–8 weeks
A new product or store needs a strong burst to build buzz quickly.
Why this works:
- Quick awareness
- Strong impact within first few weeks
- Works well with high-frequency formats like lampposts or DOOH
- Promotions, Discounts & Limited-Time Offers
Recommended duration: 2–4 weeks
Short campaigns drive urgency.
Best for:
Restaurants, retail offers, FMCG, clinics, gyms, delivery apps.
- Events, Concerts & Exhibitions
Recommended duration: 2–6 weeks before the event
Campaigns should run early enough to generate awareness, but close enough to drive action.
Extra tip:
Increase frequency in the last 10 days.
- Recruitment & Hiring Campaigns
Recommended duration: 1–2 months
OOH helps capture large working populations in Dubai’s business districts.
- Seasonal Campaigns
Recommended duration: 1–3 months
Examples: Ramadan, Back-to-School, Dubai Shopping Festival.
Seasonal campaigns often need extended visibility to stay relevant throughout the period.
- Format-Specific Duration Recommendations
- Billboards / Unipoles / Rooftops
Recommended: 1–3 months minimum
These formats rely on repeated exposure to build recall.
- Lampposts
Recommended: 1–2 months
Lampposts work perfectly for hyper-local, high-frequency visibility.
- DOOH (Digital Screens)
Recommended: Flexible – from 1 week to 3 months
Ideal for:
- Short bursts
- Dynamic messages
- Seasonal content
- Programmatic buying
- Mall Screens
Recommended: 1–3 months
High dwell-time locations benefit from longer visibility.
- Transit OOH (Metro, Bus Shelters, Taxis)
Recommended: 1–3 months
Transit ads rely on repeated commuter exposure.
- Factors That Influence Campaign Duration
- Budget
Longer campaigns cost more – but provide stronger ROI due to repetition.
- Competition
In a cluttered market like Dubai, campaigns need longer durations to stand out.
- Target Audience
Commuters need frequent exposure; tourists need shorter, high-impact bursts.
- Creative Simplicity
Simple designs with bold visuals can be processed faster – improving recall even in short campaigns.
- Multi-Format Strategy
Combining formats (billboards + DOOH + lampposts) reduces required duration.
- Best Practice: 30-Day Minimum Rule
For most outdoor campaigns, 30 days is the minimum recommended duration.
Why?
- Creates enough frequency
- Captures different traffic patterns
- Reaches weekday + weekend audiences
- Builds familiarity
Shorter than 30 days often reduces impact significantly unless it’s a DOOH burst campaign.
- How to Maximize Results Regardless of Duration
✔ Keep messaging simple
People have only seconds to view your ad.
✔ Use high-contrast visuals
Ensures readability in bright UAE daylight.
✔ Place ads near your business
Hyper-local OOH drives immediate visits.
✔ Use multiple touchpoints
Pair outdoor with social media and Google Ads.
✔ Track performance
Use QR codes, promo codes, WhatsApp CTAs, and footfall data.
Frequently Asked Questions (FAQ)
- What is the ideal duration for an outdoor ad campaign?
Most campaigns perform best between 1–3 months, depending on the objective and format.
- Is 2 weeks enough for an OOH campaign?
Only if it’s a DOOH burst or event promotion. Otherwise, 2 weeks is too short for strong brand recall.
- How long should a billboard stay live in Dubai?
A minimum of 1 month, though 2–3 months delivers far better results.
- How long should a lamppost campaign run?
Around 1–2 months, especially for local businesses targeting nearby communities.
- Do longer campaigns always perform better?
Not always. A well-targeted, high-frequency 4–6 weeks burst can outperform a poorly placed 3-month campaign.
- What’s the best duration for event or exhibition ads?
Start 2–6 weeks before the event for maximum impact.
- Does OAD help determine the optimal campaign duration?
Yes – OAD advises on the ideal campaign duration, budget allocation, formats, and locations based on your objectives.
