ADNOC inks digital deal to support UAE retail push

ADNOC Distribution signs agreement with Etisalat Digital for a cloud-based digital signage advertising network
ADNOC inks digital deal to support UAE retail push
By Sam Bridge
Tue 11 Sep 2018 01:53 PM

ADNOC Distribution, the UAE’s largest fuel and convenience retailer, has announced an agreement with Etisalat Digital for a cloud-based digital signage advertising network.

The digital signage project will be rolled out across 100 ADNOC Distribution service stations and will be the UAE’s largest out-of-home advertising network.

The project aims to establish new means for both ADNOC Distribution and Etisalat Digital to communicate with their customers, as well as a new revenue stream for both companies, a statement said.

Saeed Al Rashdi, ADNOC Distribution’s acting CEO, said: “Our agreement with Etisalat Digital represents another important step in ADNOC Distribution’s journey to realizing our full commercial potential as a world-class retail and fuel business.

"Through this digital initiative we are leveraging our market leading position in convenience stores and service stations to fast track our growth and to allow us to provide our customers with improved service by offering better and more relevant information and customized promotions.”

As part of the agreement between the two companies, Etisalat Digital will provide a turn-key digital signage solution that combines digital screens, a content management system on Etisalat Digital’s cloud, and connectivity, maintenance, and operations from Etisalat’s 24/7 command centre.

Salvador Anglada, Etisalat’s chief business officer, said: “Today, digital marketing is taking over and disrupting traditional marketing channels. We are very pleased to be moving forward with this agreement with ADNOC Distribution, which represents a major milestone for digital advertising in the UAE. With it will come the deployment of Etisalat Digital’s unmatched capabilities and platforms.”

Since its IPO in December of 2017, ADNOC Distribution said it has progressed a number of initiatives to drive its growth strategy in the areas of fuel, non-fuel and cost efficiency.

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