Dubai is known for its bustling streets, and 2022 was no exception. Traffic in the city has increased recently, but this is good news for out-of-home advertisers. In 2022, our billboards in Dubai saw record-high impressions, with millions of people seeing our billboards each month.
Last year, motorists in UAE cities lost an average of 22 hours as a result of traffic, according to the 2022 Global Traffic Scorecard published by mobility analytics firm Inrix Inc. The research focuses on metropolitan areas in order to evaluate traffic congestion. According to the data, the 22 hours drivers spent waiting in traffic was a 54% increase from 2021. The increase in traffic has been attributed to several factors, including the city’s growing population and the influx of tourists.
While traffic congestion can be frustrating for some, it has excellent advantages for out-of-home advertisers, as more people are exposed to their ads. By understanding consumer behaviour in traffic, brands can target their advertising efforts to reach a broad audience and maximize their return on investment.
After seeing the traffic volume increase report, we decided to look at our own data on BackLite Intelligence. Unsurprisingly, our billboards in Dubai saw a considerable surge in impressions in 2022 during Dubai’s peak tourist season. Our static billboards on Sheikh Zayed Road saw over 150 million impressions and over 30 million pass-bys during October alone.
The significant increase in impressions is a testament to the effectiveness of out-of-home advertising. This is especially true in a city like Dubai, where people are constantly on the move. We are proud to have seen such success in 2022, and we look forward to continuing to reach more people in the future.