Dubai’s premium residential neighbourhoods are emerging as the next growth frontier for digital out-of-home (DOOH) advertising, as brands seek more targeted ways to reach affluent consumers beyond traditional commercial districts.
Elevision, a UAE-based DOOH media company, said on Tuesday it has expanded its residential network with four new advertising circuits across Dubai, moving into high-value communities including Jumeirah, Bluewaters, Meydan and Discovery Gardens–Al Furjan.
The expansion places digital screens inside residential lobbies and elevators, extending Elevision’s reach beyond established commercial locations such as Downtown Dubai, DIFC, Dubai Marina and Palm Jumeirah. The company said the new circuits went live this month.
As online advertising faces growing challenges around attention, measurement and trust, advertisers are increasingly looking to physical media environments that offer routine exposure and clearer audience context, industry executives say.
“Residential settings offer consistent, high-dwell-time engagement and a strong understanding of audience behaviour,” said Niall Sallam, chief executive of Elevision. “They allow brands to connect with communities in moments that feel natural rather than disruptive.”
The Jumeirah circuit includes developments such as Madinat Jumeirah Living and Canal Front Residences, targeting residents with higher discretionary spending. Bluewaters focuses on high-income households in one of Dubai’s most recognisable waterfront destinations, while the Meydan circuit centres on District One, an area associated with sports, wellness and family living.
The Discovery Gardens and Al Furjan circuit serves denser, family-oriented neighbourhoods with strong daily retail demand, appealing to brands in sectors such as supermarkets, telecoms, healthcare and education.
Across the four circuits, Elevision said the expansion reaches more than 48,000 unique monthly residents.
Each circuit features a mix of lobby and elevator screens supported by real-time reporting technology that tracks impressions, reach, audience profiles and time-of-day exposure. The company said this allows advertisers to adjust messaging based on when residents are most likely to engage.
Audience measurement is powered by Catch, an analytics platform that enables real-time impression reporting, audience profiling and de-duplication, supporting both direct and programmatic media buying.
In addition to advertising, Elevision integrates short-form editorial content — including news, travel and cultural snippets — into its screens, a format designed to align with everyday routines and increase message recall.
Dubai’s DOOH market has expanded alongside population growth, rising residential density and increased demand from global and regional brands seeking premium visibility. Industry analysts say residential environments are becoming particularly attractive as advertisers look for alternatives to crowded digital feeds.
For DOOH operators, the shift reflects a broader move toward context-led media strategies, placing advertising in environments where people live rather than where they briefly pass through.
