1. Start with the audience, not the site
Decide who you want to reach and when they are on the move. Residents commuting on Sheikh Zayed Road see something very different from tourists in Downtown or shoppers inside a mall.
2. Know the main formats
- Billboards, unipoles and digital billboards for reach on main roads.
- Street banners and lamp post banners for district or event presence.
- Mall advertising for people close to the point of purchase.
- Bus shelters, mupis, taxis, buses and metro for steady daily presence.
- Building wraps and facade banners for launches and developments.
3. Understand approvals
Outdoor advertising in Dubai follows the RTA's OOH Advertising Manual, with permits handled through the platform run by Mada Media with the RTA and Dubai Municipality. Each sign and campaign needs the right approval for its location, structure and content. Rules are updated, so check the current ones before you design.
4. Plan around the calendar
Ramadan and Eid, the Dubai Shopping Festival, summer, back to school, the autumn and winter trade shows, National Day and year-end are the busy periods. Book early.
5. Design for a glance
One idea, few words, strong contrast and a clear action. Make Arabic and English versions, and add a short web address, QR code or WhatsApp number.
6. Ask for proof and a report
Expect photographs of the installed sites and a short report after the campaign. Agree the measures first, such as enquiries, web visits or footfall.