Published on campaign ME, November issue.

Introduction

As Out-of-Home (OOH) continues to evolve in one of the world’s most ambitious regions, our team in the UAE sat down with Campaign Middle East to discuss how brands across the GCC are redefining visibility, creativity, and global impact.

Since launching in the Middle East, billups has been helping brands unlock the full potential of OOH — blending data, creativity, and cultural insight to deliver global campaigns. In this feature, our regional leaders share their perspectives on the momentum building across the UAE and beyond, and what’s next for OOH in the performance age.

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OOH is local by nature. We're global by design. With teams in North America, EMEA, and APAC, we help brands win where it matters.

What have you observed during your first year operating in the UAE? 

The ambition here is unmistakable. The UAE and Saudi Arabia are actively positioning themselves on the global stage, not just as regional leaders, but as cultural and commercial hubs. What excites us most is how brands are leaning into this vision, ready to share their identity with the world.

What makes billups a uniquely valuable partner to brands in the UAE and the region?

We bring the world closer. With a global network spanning North America, EMEA, and APAC, we offer regional brands unmatched access to global media environments. We make campaign planning, buying, and delivery seamless, strategic, and on brand.

What global OOH trends should UAE brands be watching for 2026?

OOH is entering its performance era. AI-led targeting, responsive creative, and dynamic formats are becoming standard. But beyond tech, brands are seeking storytelling that travels, campaigns that perform locally and resonate globally. The winners in 2026 will match scale with cultural fluency.

What major global events should UAE advertisers start planning for in 2026?

The 2026 FIFA World Cup is more than a sporting event: it's a cultural moment. For travel, hospitality, real estate, and government brands from the GCC, it's an opportunity to reach global audiences at peak attention. Through billups' network, regional brands can activate campaigns in key global cities, driving brand fame and cultural relevance among affluent, engaged spectators worldwide.

Conclusion

The insights shared by our team reflect what drives billups every day — helping brands win where it matters most, by turning local moments into global opportunities.

As the UAE and wider region continue to step confidently onto the world stage, we’re proud to partner with brands shaping this new era of connection and creativity.

Ask the questions that drive performance. Win with billups.