Dubai’s Roads and Transport Authority (RTA) has introduced an updated edition of the Dubai Out-Of-Home (OOH) Advertising Manual, developed in partnership with Dubai Municipality and the Department of Economy and Tourism. This update aims to streamline government procedures, aligning them with the leadership's vision and the Dubai Urban Plan 2040.
The RTA emphasized Dubai’s robust and promising OOH advertising sector, which plays a crucial role in establishing the city as a global hub for business, finance, and investment. The revised Manual aims to create an environment that encourages companies and investors to increase their advertising expenditure, thereby enhancing Dubai’s global standing and reflecting the city’s modern infrastructure and the confidence in the return on investment (ROI) from OOH advertising.
Developed with input from a global consulting firm specializing in OOH advertising and traffic safety, the updated Manual includes significant enhancements such as improved site planning, updated traffic safety standards, revised spacing criteria, standardized design elements, and new billboard construction procedures. These updates introduce innovative features not found in other major global cities, focusing on design standardization and regional landscaping that showcases Dubai’s unique identity.
The Manual also expands OOH advertising zones and increases the scope of digital advertising, aligning with Dubai’s growth objectives. It introduces new creative advertising media, including 3D ads, drones, modern lighting, and laser technology, while prioritizing the safety of pedestrians and road users. The Manual classifies all types of OOH advertisements based on ad type, location, and information delivery format, offering advertisers a comprehensive guide to explore their creative potential in Dubai's dynamic market.
News Source: Emirates News Agency
