How OSN+ Used Outdoor Advertising in Dubai to Launch a New Show

Dubai’s outdoor advertising landscape is one of the most visually striking in the world, and OSN+ tapped into this strength to promote its latest original show. By strategically deploying bridge banners, lamppost advertising along Sheikh Zayed Road (SZR), and large-format billboards, the streaming platform created a powerful, city-wide presence that was impossible to miss.

A city built for outdoor impact

With heavy daily traffic, a diverse audience mix and iconic road networks, Dubai offers brands the perfect canvas for storytelling at scale. For OSN+, outdoor advertising allowed the show to reach commuters, residents and visitors alike during key moments of their daily journeys.

Bridge banners: commanding attention at eye level

Bridge banners were used to deliver bold visuals and concise messaging. Positioned across busy intersections and highways, these formats ensured:

• High-frequency exposure during peak traffic hours
• Clear brand recall through repeated daily views
• Strong association between the show and premium urban locations

The creative focused on striking key art and the show title, ensuring instant recognition even at speed.

Lamppost advertising on Sheikh Zayed Road

Sheikh Zayed Road is Dubai’s most influential arterial route, cutting through commercial districts, residential areas and business hubs. OSN+ utilised lamppost banners along SZR to:

• Build continuity and repetition along long stretches of road
• Reinforce the show’s launch message multiple times within a single journey
• Surround high-value audiences, including professionals and decision-makers

This format worked as a reminder medium, subtly reinforcing awareness day after day.

Billboards for scale and prestige

Large-format billboards completed the campaign by adding scale and dominance. Placed in high-visibility locations, these billboards:

• Elevated the show’s perceived importance and production value
• Delivered maximum reach within a short launch window
• Helped position OSN+ as a premium entertainment platform

The combination of static size and impactful creative ensured the campaign stood out within Dubai’s competitive media environment.

Why outdoor worked for OSN+

Outdoor advertising played a crucial role in the show’s launch by:

• Reaching audiences beyond digital and in-home screens
• Creating anticipation before viewers searched or streamed online
• Offering brand-safe, uncluttered visibility in premium locations

By integrating multiple outdoor formats, OSN+ achieved both reach and frequency, essential for launching new content in a crowded streaming market.

Frequently Asked Questions

1. Why did OSN+ choose outdoor advertising in Dubai?

Dubai offers high traffic volumes, premium locations and a diverse audience, making outdoor ideal for large-scale show launches.

2. What formats were used in the campaign?

The campaign included bridge banners, lamppost advertising on Sheikh Zayed Road and large-format billboards.

3. How do lamppost ads on SZR benefit brands?

They provide repeated exposure along long road stretches, reinforcing brand messages during daily commutes.

4. Are bridge banners effective for entertainment launches?

Yes, they sit at eye level, deliver high-frequency exposure and are excellent for building quick awareness.

5. Can outdoor advertising support digital streaming platforms?

Absolutely. Outdoor builds top-of-mind awareness, driving audiences to search, stream and engage online later.