Dubai's Roads and Transport Authority (RTA) has released an updated Dubai Out-of-Home (OOH) Advertising Manual, developed in partnership with Dubai Municipality and the Department of Economy and Tourism. The revised manual streamlines government procedures and directly supports the objectives of the Dubai Urban Plan 2040, reinforcing Dubai's status as one of the world's most attractive markets for outdoor advertising.
Why the OOH Advertising Manual Was Updated
The Dubai OOH advertising sector has grown considerably, driven by brands and investors seeking visibility in one of the world's most dynamic cities. The updated manual is designed to encourage companies to increase advertising investment and compete more effectively in promoting their products and services.
Staff from the RTA, Dubai Municipality, the Department of Economy and Tourism, and an international consultancy specialising in OOH advertising and road safety all contributed to preparing the revised edition. The result is a 112-page reference covering all types of out-of-home advertising, complete with guidelines, measurements, and imagery.
Key Improvements in the New Manual
The revised manual introduces a range of enhancements that set clearer and more comprehensive standards for advertisers operating in Dubai:
- Improved site planning for advertisement placement - Elevated traffic safety standards, including updated spacing criteria between billboards and intersections - Standardised design elements that reflect Dubai's distinctive aesthetic and landscaping character - Introduction of pilot zones for testing new advertising formats - New construction procedures for erecting billboards and commercial signage
These improvements go beyond what has been implemented in other leading global cities, with the manual placing particular emphasis on design consistency and the visual identity that distinguishes Dubai's urban environment.
New Advertising Formats and Digital Expansion
Aligned with Dubai's forward-looking vision, the updated manual opens the door to a wider range of modern advertising media while keeping road safety central. Advertisers can now explore:
- 3D advertisements - Drone advertising - Modern lighting and laser technology - Expanded digital advertising zones
New zones designated for OOH advertising have been added across the city, and digital advertising areas have been broadened in line with Dubai's near-term growth aspirations.
How to Access the Manual
The manual categorises all OOH ad types by format, location, and information conveyance, providing coherent guidelines alongside images and measurements. Advertisers and agencies can download the updated manual directly from the RTA's website at rta.ae/links/out-of-home-advertising.pdf.
