RTA Launches Updated Dubai Out-of-Home Advertising Manual

Post by: Elena Malik

Photo : Dubai Government Media Office

Dubai’s Roads and Transport Authority (RTA) has unveiled an updated edition of the Dubai Out-of-Home (OOH) Advertising Manual, developed in collaboration with Dubai Municipality and the Department of Economy and Tourism. This launch represents a significant step in the continuous improvement of government procedures and aligns with the objectives outlined in the Dubai Urban Plan 2040. The update is designed to enhance Dubai's status as a leading global business and finance hub, and to provide a robust platform for investment in OOH advertising.

The updated Manual highlights the substantial presence of the OOH advertising sector in Dubai and aims to foster an environment that encourages increased advertising spending and competition. By improving regulations and standards, the Manual seeks to reinforce Dubai’s global reputation and reflect its modern infrastructure while offering advertisers a promising return on investment.

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The revised Manual results from collaborative efforts among experts from the RTA, Dubai Municipality, and the Department of Economy and Tourism. A global consulting firm specializing in OOH advertising and traffic safety contributed to the revision process. The updated guidelines include several key enhancements: improved site planning for advertisements, elevated traffic safety standards, revised spacing criteria between billboards and intersections, standardized design elements, new pilot areas, and updated procedures for billboard and commercial signage construction.

Innovative aspects of the updated Manual set it apart from similar guidelines in other leading cities. It introduces standardized design criteria, aesthetic elements, and regional landscaping that reflect Dubai’s unique identity. The Manual also features a variety of geometric and artistic forms to support creative advertising and streamline inspection processes for compliance with regulations.

The Manual now includes new zones designated for OOH advertising and expands opportunities for digital advertising, aligning with Dubai’s future growth aspirations. The updated guidelines emphasize the strategic distribution of billboard locations, asset blending, and diversification of billboard types to optimize investment returns.

Additionally, the Manual offers enhanced guidelines for exploring creative potential using new advertising media such as 3D ads, drones, modern lighting, and laser technology, while prioritizing pedestrian and road user safety. It classifies OOH advertisements based on type, location, and delivery methods, and includes detailed images, measurements, and dimensions to elevate the industry. The updated Manual is available for access on the RTA’s website at: [RTA OOH Advertising Manual](https://www.rta.ae/links/out-of-home-advertising.pdf).

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