ADNOC Distribution has launched Engage by ADNOC, describing it as the UAE’s first full-funnel retail media network operated by a mobility and convenience retailer, as the company looks to expand its non-fuel retail business and create a new revenue stream for advertisers.
The platform combines ADNOC Distribution’s physical and digital advertising inventory with first-party customer data from its ADNOC Rewards programme, allowing brands to run integrated marketing campaigns across the company’s ecosystem.
According to the company, Engage by ADNOC will reach nearly 700,000 customers daily through its service station network, which records more than 250 million transactions annually. The platform is powered by insights from more than 2.7 million ADNOC Rewards members, with customer data used in line with applicable privacy requirements and consent frameworks.
Commenting on the launch, Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution, said: “Engage by ADNOC reflects our continued evolution as a mobility and convenience retailer. As we pursue our strategy to accelerate growth in Non-Fuel Retail, we are creating a differentiated network that is designed to unlock new value for brands, consumers and our business. Every marketer needs the ability to turn audience insights into measurable business outcomes. Through our network and customer data platform, we are enabling more meaningful and measurable advertising across the customer journey, helping brands reach consumers when they are most receptive and clearly measure campaign impact.”
The company said the platform enables brands to reach customers across multiple touchpoints, including the ADNOC Rewards app, online platforms, digital screens at service stations and Oasis by ADNOC convenience stores. It is supported by ADNOC Distribution’s AI and Digital Transformation programme, which uses first-party data, analytics and artificial intelligence to help advertisers measure campaign performance.
ADNOC Distribution said Engage by ADNOC supports its strategy to accelerate growth in non-fuel retail, a business segment that recorded more than 14% year-on-year gross profit growth in 2025. The company expects the platform to generate more than US$25 million in cumulative gross profit over its first five years.
The initiative has been developed in partnership with Publicis, Pyxis, a subsidiary of International Holding Company (IHC), LiveRamp and Network International.
Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, said: “ADNOC Distribution has built one of the UAE’s most compelling consumer ecosystems, creating a unique retail media opportunity for brands. We are proud to partner on Engage by ADNOC and help unlock its scale, audience connectivity and measurable impact for advertisers.”
Mukhles Odeh, CEO of Pyxis, said: “Engage by ADNOC marks a significant leap forward in digital advertising for brands. Through this strategic partnership, we are creating a unique advertising platform that enables brands to connect with customers in real-time, creating impactful and measurable experiences. Together, we are setting new benchmarks for digital advertising and retail media”.
Oliver Klander, Regional Vice President, MENA Brands at LiveRamp, said: “ADNOC Distribution’s coverage and first-party data ecosystem create attractive opportunities for brands. Through privacy-conscious data collaboration and measurement capabilities, we are helping advertisers connect with audiences more efficiently while maintaining responsible data practices.”
ADNOC Distribution said it will continue expanding the platform’s capabilities in line with customer demand and future growth opportunities across its markets.
