Dubai’s Roads and Transport Authority (RTA) has introduced updated guidelines for out-of-home (OOH) advertisers, bringing several key changes to the advertising landscape in the city.
The new guidelines, detailed in the latest edition of the Dubai Out-Of-Home (OOH) Advertising Manual, were developed in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism. The updated manual includes enhanced site planning for advertisements, elevated traffic safety standards, updated spacing criteria between billboards and intersections, and standardized design elements.
Significant changes also include the introduction of pilot areas for testing new advertising concepts and revised procedures for the construction of billboards and commercial signage. The guidelines aim to integrate geometric and artistic forms to assist inspectors in monitoring compliance with advertising regulations.
The updated manual introduces new zones in Dubai designated for OOH advertising and expands opportunities for digital advertising. These measures are designed to reinforce Dubai’s position as a leader in the advertising industry.
The RTA stated that the guidelines focus on maintaining Dubai’s unique identity, standardizing design criteria, and optimizing the strategic distribution of billboard locations. This approach seeks to enhance asset blending and diversify billboard types, aiming to maximize investment returns.
The release of the manual highlights the RTA’s commitment to streamlining government systems and aligning them with the Dubai Urban Plan 2040. By fostering a competitive environment, the guidelines are expected to encourage increased advertising expenditure and elevate Dubai’s status as a premier platform for OOH advertising.
