ADNOC Distribution has launched Engage by ADNOC, a retail media network designed to connect brands with customers across its integrated mobility, convenience and digital ecosystem.
Claiming to be the first full-funnel retail media network operated in the UAE by a mobility and convenience retailer, Engage by ADNOC aims to enable brands to connect with customers at key moments throughout their daily journeys using data-driven, relevant advertising.
Unlike traditional out-of-home advertising, the platform combines physical and digital media inventory with insights and first-party data from ADNOC Rewards members, enabling brands to run full-funnel marketing campaigns within a single ecosystem.
“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,” said Jacqueline Elboghdadi , Chief Marketing Officer at ADNOC Distribution.
Enabled by ADNOC Distribution’s AI and Digital Transformation (AIDT) program, the platform leverages first-party data, analytics and AI to help brands drive consideration and conversion and measure campaign effectiveness.
This technology aims to bring marketers enhanced audience insights. With approximately two-thirds of fuel transactions in the UAE taking place across ADNOC Distribution’s network, it also provides access to one of the country’s highest-frequency consumer audiences.
“Every marketer needs the ability to turn audience insights into measurable business outcomes,” said Elboghdadi.
“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,” she added.
Engage by ADNOC brings together a growing ecosystem of strategic partners, including Publicis Groupe Middle East, Pyxis, a subsidiary of International Holding Company (IHC), LiveRamp and Network International.
“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,” said Bassel Kakish , CEO, Publicis Groupe Middle East & Turkey .
Mukhles Odeh , CEO, Pyxis , added: “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”.
Furthermore, Oliver Klander , Regional Vice President, MENA Brands, 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.”
The collaborative effort also aims to combine expertise across media, AI, data and measurement.
Expanding on this, Görkem Köseoğlu , Group Chief Customer and AI Officer at Network International , sai…