Al Oula Radio made a striking entrance into Dubai’s outdoor landscape in the first week of October. The station launched its first ever out of home appearance, taking over key unipoles along the busy Al Wasl stretch. The campaign carried a clear message of national pride and cultural identity, anchored by its core values of Emirati heritage, storytelling and community.
Dubai’s OOH scene is fast moving and highly visual. A first-time appearance for any station is significant. For Al Oula, this moment placed Emirati voices in front of thousands of daily commuters. Traffic on Al Wasl Road surpasses 70,000 vehicles per day during peak times, creating strong visibility for any brand looking to make an impression.
A Fresh Visual Identity on a Key Dubai Road
The campaign creative featured bold Arabic calligraphy, traditional attire and a cast of Emirati presenters. This gave the unipoles a strong cultural character. The message framed Al Oula as a station with deep roots in local storytelling.
Key highlights included
• Large format unipole placements
• Clear heritage driven visuals
• High traffic exposure during peak hours
• Consistent brand message across all sites
The station's frequency, 107.4 FM, appeared in large type, strengthening recall for listeners and advertisers.
Rising Interest in Radio Advertising in the UAE
OOH presence for radio stations is becoming more common as more brands turn back to audio. Recent UAE industry figures show strong radio reach with penetration rates above 90 percent across the country. This growth comes as more residents tune in during their commutes, with average listening time reaching three hours per day.
Brands looking to advertise on radio in the UAE benefit from
• High daily reach
• Strong commuter listening habits
• Diverse station formats
• High recall rates for audio messages
This visibility on Al Wasl positions Al Oula as a strong destination for brands looking to connect with Emirati audiences through radio advertising. Advertisers often seek stations with cultural relevance, and Al Oula’s message fits directly into that space.
Strengthening Local Presence Through Outdoor Visibility
For many radio stations, OOH serves as a bridge between digital listening and real-world presence. The Al Oula campaign placed the station directly into daily city life. This supports listener loyalty and strengthens brand familiarity.
Outdoor placements have proven effective across the UAE. Studies show that 65 percent of UAE residents notice OOH ads during regular commutes. Unipoles remain one of the strongest formats due to their height, size and clear roadside positioning.
The Al Oula campaign benefited from
• Long dwell time at traffic lights
• Direct line of sight for both directions of traffic
• Strong lighting and clean visual space
• High frequency of passers-by on a popular route
Why This Campaign Matters for Advertisers
A debut OOH campaign signals growth and confidence. When a station invests in outdoor placements, it becomes easier for advertisers to see value in partnering with them.
Brands choosing to advertise on Al Oula Radio can expect
• Access to an Emirati audience base
• Content rooted in heritage and cultural values
• Strong visibility due to the station’s new public recognition
• A trusted community-focused platform
Advertisers looking to build trust among UAE nationals often prioritise stations with a strong cultural identity. Al Oula stands out clearly in that space.
Linking Audio and Outdoor for Stronger Brand Impact
OOH and radio work well together. Commuters see the brand on the road, then hear it during the same journey. This increases recall and drives response. Many brands across Dubai use both formats for higher impact.
Airtime Arabia supports advertisers who want to reach targeted UAE audiences through radio and podcast advertising. Brands can explore popular radio stations through our platform, including options such as Virgin Radio Dubai 104.4, Dubai Eye 103.8 and more.
Connect with UAE Listeners Through Trusted Local Stations
Al Oula’s first OOH campaign marks a strong step for the station. With high visibility, a clear cultural narrative and premium unipole sites, the campaign sets the tone for future advertising opportunities.
If your brand is ready to reach UAE listeners with clarity and cultural relevance, Airtime Arabia can help you plan, book and optimise your next radio advertising campaign. Get in touch with us today!
FAQs
What made Al Oula Radio’s campaign stand out on Al Wasl Road?
The campaign used strong Emirati visuals and clear heritage themes, supported by high visibility unipoles.
When was the Al Oula Radio OOH campaign live?
The campaign ran during the first week of October on major unipoles along Al Wasl Road.
Why is radio advertising effective in the UAE?
Radio reaches more than 90 percent of UAE residents each week, with long daily listening times.
Does OOH advertising support radio campaigns?
Yes, outdoor visibility increases brand recall, especially for commuters who later hear the station during their drive.
