Dubai’s Roads and Transport Authority (RTA) has revealed updated guidelines for OOH advertisers. The new guidelines include several changes that will affect OOH advertising in the city.

These include improved site planning for advertisements, elevated traffic safety standards, updated spacing criteria between billboards and intersections, standardised design elements, the introduction of pilot areas, and new procedures for the construction of billboards and commercial signage.

The new guidelines were revealed in the latest edition of the Dubai Out-Of-Home (OOH) Advertising Manual that is launched in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism.

The updated manual also incorporates many different aspects such as standardising design criteria, aesthetic elements, and regional landscaping that reflect Dubai’s unique identity.

With the aim of supporting advertisers in the creative and innovative application process, the manual has also included a variety of geometric and artistic forms. These creative forms will help inspectors monitor companies’ compliance with advertising regulations in Dubai.

The guidelines have included the addition of new zones in Dubai designated for OOH advertising, as well as the expansion of digital advertising. According to the RTA, these measures ensure that Dubai “maintains its leadership in this industry”.

In the statement, it also mentioned that these updates consider the standardisation and unique identity of the Emirate, as well as the strategic distribution of billboard locations, focusing on asset blending and diversifying billboard types to achieve optimal investment returns.

The release of this Manual underscores the collaborative efforts of the RTA and its partners to streamline government systems and procedures, aligning them with the aspirations of the leadership and the objectives of the Dubai Urban Plan 2040.

These initiatives aim to cement Dubai’s position as an “ideal platform” for investment in OOH advertising. The manual aims to foster an environment that encourages companies and investors to increase their advertising expenditure and compete in promoting their products and showcasing their brands.