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If you’ve ever wondered where brands go when they want to actually capture people’s attention, Dubai’s latest move in out-of-home (OOH) advertising might give you a clue. NextWhat Advertising has just scored the exclusive marketing rights for ONEVASCO, a high-traffic visa concierge hub near Wafi City, and it’s a smart play in a city where eyeballs are precious.

Here’s why it matters: ONEVASCO sees over 700,000 visitors a year, most of them expats, travellers, and families applying for visas to more than 40 destinations. That’s a captive audience spending 20 minutes to a few hours at the venue, way more time than you’d get on a roadside billboard. Longer dwell time means brands can really make an impression, says Mahesh Anchan, COO of ONEVASCO.

Why premium OOH is the new big thing

The UAE’s OOH market is evolving. Instead of just cluttering the streets with billboards, advertisers are chasing high-value, attention-rich spots, such as airports, visa centres, and other hubs where people are present, engaged, and receptive.

Digital OOH is also on the rise. The UAE’s market pulled in $82 million in 2024 and is projected to hit $127 million by 2030, growing steadily as brands prefer dynamic, high-resolution placements over traditional mass-reach formats.

Connecting with the right audience

According to Tanvir Shah, Founder & MD of NextWhat Advertising, ONEVASCO is more than a place to hang ads. Visitors are in a reflective, aspirational mindset, planning travel and thinking about experiences, perfect for luxury brands, travel, hospitality, banking, and high-end retail looking to connect with the right audience.

Since 2021, NextWhat has built a portfolio of over 40 premium locations across Dubai, from Business Bay and Sheikh Zayed Road to Dubai Canal and Dubai World Trade Centre. Their focus? High-impact, rare locations rather than sheer volume.

The bigger picture

With Dubai expecting over 20 million international visitors by the end of 2025, it’s no surprise that digital OOH is booming. Platforms like ONEVASCO offer brands exclusive, long-dwell-time environments, the kind of spaces that make every impression count.

In short: if brands want eyes on them in Dubai, premium, attention-rich OOH is where it’s at, and NextWhat just added one of the city’s most strategic spots to its roster.