Step-by-Step Guide to Secure the Right OOH Placements
Outdoor advertising remains one of the most powerful channels in Dubai for building brand visibility, awareness, and audience reach. However, navigating the media buying process can be complex – formats, locations, permissions, production, and bookings vary widely.
This guide walks you through how to buy outdoor media in Dubai – from initial planning to installation and performance tracking.
⭐ Step 1: Define Your Campaign Objectives & Audience
Start with clarity on:
- What you want to achieve (brand awareness, product launch, local footfall)
- Who you want to reach (residents, commuters, tourists, professionals)
- Where your audience lives, works and travels
- When you want to run the campaign (dates, peak seasons)
Your objective and audience will guide format, location and budget decisions.
⭐ Step 2: Select Media Formats & Locations
Based on your goals and budget, choose from formats like:
- Billboards & unipoles
- Bridge banners
- Digital screens (DOOH)
- Taxi/bus wraps
- Lamppost & MUPIs
- Mall indoor/outdoor screens
- Metro advertising
Choose locations where your audience will see you:
- Highways (Sheikh Zayed Road, Al Khail, MBZ Road)
- Tourist zones (Marina, JBR, Downtown)
- Residential hubs (JLT, JVC, Mirdif)
- Transit hubs (Airport, Metro, Malls)
⭐ Step 3: Request Media Kits & Location Details
Ask for detailed information from media owners or agencies:
- Traffic counts / daily impressions
- Audience demographics
- Format size, height, visibility angle
- Booking duration options
- Rates and payment terms
- Production and installation details
- Availability and lead times
Compare multiple options side by side.
⭐ Step 4: Negotiate Rates & Terms
Key items for negotiation:
- Duration discounts (longer bookings = lower monthly rate)
- Multiple format package deals
- Creative production & installation included
- Exclusive vs shared placements
- Billing terms (advance payment, deposit)
- Lead time for installation
Ensure the media owner provides a clear contract with all details.
⭐ Step 5: Submit Artwork & Obtain Approvals
Once booking is confirmed:
- Submit your creative final for approval
- Media owner will forward to relevant authorities (e.g., RTA, Municipality)
- Ensure format specifications meet requirements (size, lighting, mounting)
- Allow time for fabrication/installation (typically 7–14 days for standard formats; more for large wraps)
⭐ Step 6: Installation & Monitoring
- Confirm installation schedule with the media owner
- Check physical placement for correct visibility and orientation
- Ensure the advertisement is live by campaign start date
- Monitor installation quality, lighting, and content (for digital)
⭐ Step 7: Track Performance & Reporting
Even outdoor media needs tracking:
- Request proof of installation (photos, geolocation)
- Ask for impression data if available (e.g., DOOH screens)
- Use QR codes, mobile geofencing, digital retargeting to measure impact
- Track brand search uplift, website traffic and footfall changes
⭐ Step 8: Review & Optimize
After campaign:
- Assess results against objectives
- Review what worked (location, format, creative)
- Consider scaling successful formats
- Learn and refine for next campaign
Frequently Asked Questions (FAQ)
- What’s the minimum budget required to buy outdoor media in Dubai?
You can start with small community formats (lampposts, MUPIs) from as low as AED 5,000 per month.
- How soon can a campaign go live?
Standard formats usually require 1–2 weeks for approval and installation; large-scale wrap might need 3–4 weeks.
- Do I own the media once booked?
No – you secure the right to display for the booked duration. The media owner retains ownership of the structure.
- Can I choose the exact board location?
Yes – you can request board numbers or map coordinates. Media owners should provide location detail.
- Are digital and static bookings different?
Yes – digital (DOOH) involves content scheduling and rotation; static involves full occupancy of the board.
- What happens if the ad isn’t installed on time?
Typically, the media owner must provide make-good days or pro-rate your payment for the downtime.
- Do I need to handle permit approvals myself?
Normally no – the media owner or agency handles approvals with authorities, but you must submit artwork and sign the booking contract.
