Dubai RTA Launches Updated OOH Advertising Manual for Enhanced Urban Planning

The latest version of the out-of-home advertising regulation has been prepared and released by the RTA in partnership with the Dubai Municipality and the Department of Economy and Tourism. This release infers the emerging care of the RTA into advancing the processes of the government, conversant with the Dubai Urban Plan 2040. It is for this reason that the updated Manual is intended to consolidate the position of Dubai as favorable for business and foreign investment in the OOH advertising market.

The Dubai OOH advertising sector is growing, thanks to the firm base on which the companies and investors interested in advertising their brands in one of the most progressive cities fail to lag behind. The improved Manual assists in the generation of conditions for the increase in advertising expenses and strengthens the recognition of Dubai as one of the world’s most attractive advertising markets. Reflecting the advanced infrastructure of Dubai, the new guidelines also show a high ROI that advertisers get in this market.

Staff from RTA, Dubai Municipality, Department of Economy & Tourism and an international consulting company working in the field of OOH advertising and road safety were involved in the preparation of the new Manual. Other advancements include the advance in site selection, the traffic safety measures, spacing of billboards with intersections, uniformity in design, and Pilot zone. Also, new procedures regarding the erection of the bill boards and signs have been developed.

The Manual also noted a focus on aspects that also set Dubai apart form other leading cities globally. These are normally in form of standardized design criteria and style as well as the aesthetics and the landscaping features which are characteristic of Dubai. The updates contain geometric and artistic forms that are useful to advertisers in increasing the freedom in creating graphical ads and also conforming to the rules that govern advertisement. New zones for OOH advertising and increased numerous digital advertising areas included in the Manual correspond to the future development of Dubai.

Aligned with Dubai’s modern vision, the Manual provides advertisers tools for new media possibilities, such as 3D ads and Dr Own as well as modern lighting & laser, all subordinate to the theme of road safety. The Manual categorizes all the OOH ads by type, location and information conveyance so as to offer coherent guidelines accompanied by images and measurements necessary for the upliftment of the advertising industry within Dubai. Interested advertisers can access the updated Manual through the RTA’s website: OUT OF HOME ADVERTISING —The RTA proposes Out of Home advertising rfps through this link https://www. rta. ae/links/out-of-home-advertising. pdf.