A day after Dubai’s Roads and Transport Authority (RTA) released its updated guidelines for OOH advertisers, industry leaders have voiced their full-throated support for the move.

Dubai’s RTA, in collaboration with Dubai Municipality and Department of Economy and Tourism, updated its OOH advertising manual to include improved site planning for advertisements, updated spacing criteria between billboards and intersections, and new procedures for the construction of billboards and commercial signage.

Interestingly, the updates also included standardising design criteria, aesthetic elements, while introducing guidelines for innovative elements such as 3D ads, drones, and modern lighting.

“These updated guidelines, including revised spacing criteria between billboards, ensure audiences have more dedicated visibility and increased performance on each campaign and advertisement, effectively reducing visual clutter in the city,” James Bicknell, CEO, BackLite Media said.

Elevision’s Chief Operating Officer, Eamon Sallam, said, “We feel the elements related to standardised design criteria and spacing regulations are set to make the most immediate impact on the industry. With the continued proliferation of OOH assets across the country, clutter and poor designs have had a negative impact on the industry.”

Safety takes top priority‍

Aligning with Dubai’s vision under the Urban Plan 2040, the updated guidelines also prioritised the safety and security of road traffic and pedestrians.

The OOH manual revision process included the involvement of a global consulting firm with expertise in OOH advertising and traffic safety, Dubai’s Roads and Transport authority stated in its announcement.

“We must prioritise citizens’ and residents’ safety by maintaining sites that uphold the city’s aesthetics and following these regulations,” Backlite Media’s James Bicknell added.

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Expanding OOH zones across Dubai

Additionally, updates to Dubai’s OOH manual also included the addition of new zones in Dubai designated for OOH advertising, the strategic distribution of billboard locations, the expansion of digital advertising, and diversifying billboard types to achieve optimal investment returns.

“Expanding dedicated OOH zones and digital advertising opportunities is particularly exciting, offering advertisers greater potential for impact and return on investment,” Backlite Media’s James Bicknell said.

“We welcome the establishment of the RTA’s updated guidelines as we feel they will provide an overall net benefit to the industry. All stakeholders, including media buyers, media suppliers, and most importantly the general public, should experience improved interactions with OOH media as a result of these guidelines. As a premium media supplier Elevision is excited to see an increased standard across all aspects of the local industry,” Elevision’s Eamon Sallam said.

Overall, the updates in Dubai’s OOH manual aim to boost existing advertising and creativity while ensuring safety and compliance, supporting Dubai’s growth and ambition to stay at the forefront of global advertising.

The manual also classifies all types of OOH advertisements according to the type of ad, location, and information delivery to users. It is enriched with images, measurements, and dimensions to elevate the OOH advertising industry in Dubai.

“As the CEO of BackLite Media, I fully support the updated Out-Of-Home (OOH) advertising guidelines introduced by Dubai’s Roads and Transport Authority (RTA). At BackLite Media, our ethos is to build well-designed sites in strategic locations that enhance the city’s landscape rather than clutter it, ensuring that our work aligns with the new RTA manual,” James Bicknell concluded.

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