MEFCC 2026 · UAE-Wide
The UAE Is About To Go Full Fandom.
Let's Make Sure Everyone Sees It Coming.
Let's Make Sure Everyone Sees It Coming.
An Out-of-Home & DOOH proposal for Informa's MEFCC 2026 · reaching residents, tourists and pop-culture fans across Dubai, Abu Dhabi and Sharjah ahead of the region's biggest entertainment event.
19 August – 13 September 2026 · Prepared for Informa · Confidential
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Section 01 · The Brief
Who We're Talking To · And Why It Matters
MEFCC draws residents and visitors from across the UAE · this plan spans Dubai, Abu Dhabi and Sharjah to meet them wherever they already are.
Campaign Dates
19 Aug – 13 Sep
Core 4-week flight · 3 emirates
Investment
AED 339.2K
Total media cost, excl. 5% VAT
Market
UAE-Wide
Dubai · Abu Dhabi · Sharjah
Objective
Own The Fandom
Awareness ahead of doors-open
Primary Audience
Ages 18–35 · Pop-Culture Fans
Gaming, anime, movies, comics and cosplay audiences across Emirati residents, Western expatriate residents and international visitors and tourists.
Secondary Audience
Families, Students & Shoppers
University students, family groups and mall-going shoppers drawn in by MEFCC's citywide, multi-emirate footprint.
Section 02 · Strategic Approach
Three Emirates, One Fandom
Mass-reach digital screens on Dubai's busiest commuter arteries, a moving taxi fleet and a hi-dwell mall screen, paired with flagship cinema in Abu Dhabi and a leisure-retail unipole in Sharjah · MEFCC everywhere the UAE already gathers.
1
Dubai Mass-Reach Screens
SZR's flagship digital screen plus the Umm Suqeim digital unipole · Dubai's highest-traffic commuter artery and a key crosstown corridor linking two major lifestyle hubs, reaching Mass Dubai's gamer, tech and expat clusters.
2
Dubai Taxi & Mall Takeover
100 wrapped taxis moving MEFCC across the whole of Dubai, in-taxi screens serving full-screen, non-skippable, click-through ads in every ride, and the Dubai Mall Ice Rink screen catching a young, invested audience in a hi-dwell moment.
3
Abu Dhabi Cinema & Sharjah Retail
On-screen advertising across the full Yas Mall cinema network in a concentrated one-week burst, plus a head-on vertical unipole at Al Wahda putting MEFCC directly in front of Sharjah's families, teens and young professionals in a leisure mindset.
Section 03 · Recommended Inventory
The Sites That Do The Talking
Seven confirmed placements across Dubai, Abu Dhabi and Sharjah.
Digital Screen
Large-format digital canvas · Sheikh Zayed Road, Dubai
Digital Unipole
High-traffic crosstown unipole in Dubai
Mall Digital Screen
Hi-dwell screen above the Dubai Mall Ice Rink
Taxi Wraps & Screens
100 wrapped taxis Dubai-wide, plus full-screen, non-skippable in-taxi DOOH with click-through
Cinema Advertising
On-screen pre-show across the Yas Mall Cinema network
Static Vertical Unipole
Head-on visibility across Sharjah's Al Wahda retail spine
Dubai
5 Placements
Dubai · Sheikh Zayed Road
Site 01 · SZR Two Seasons Screen
Dubai's Main Commuter Artery · Gamer, Tech & Expat Clusters
SZR Two Seasons Screen
Digital screen · Sheikh Zayed Road
LocationSZR (Sheikh Zayed Road)
FormatDigital screen (1 screen)
SizeW30.50m × H10m · 1 face
AudienceMass Dubai
Duration4 weeks
Go-Live19 Aug – 13 Sep
30.5×10M
Screen Size
1
Face
4 WKS
Duration
SCREEN
Format
Massive daily reach on Dubai's main commuter artery
Sits adjacent to key gamer/tech/expat clusters, offering a large, high-impact digital canvas that suits pop-culture creative.
400,000+
Vehicles per day on Sheikh Zayed Road, per RTA (7th-lane expansion adds 14,000 vehicles/hour capacity)
Digital Screen
Dubai · Umm Suqeim
Site 02 · Umm Suqeim Unipole
Crosstown Lifestyle Corridor · Affluent Families & Young Professionals
Umm Suqeim Unipole
Digital unipole · Umm Suqeim Street
LocationUmm Suqeim Street
FormatDigital unipole
SizeW15.5m × H7.5m · 2 faces
AudienceMass Dubai
Duration4 weeks
Go-Live19 Aug – 13 Sep
15.5×7.5M
Screen Size
2
Faces
4 WKS
Duration
UNIPOLE
Format
Broad, high-quality reach among affluent families and young professionals
Sits on a high-traffic crosstown corridor linking two major lifestyle hubs.
16,000/hr
RTA-reported corridor capacity, both directions, post-upgrade
Digital Unipole
Dubai · Downtown Dubai
Site 03 · Dubai Mall Ice Rink Screen
Hi-Dwell Mall Moment · Invested, Youthful Audience
Dubai Mall Ice Rink Screen
Digital screen · The Dubai Mall Ice Rink
LocationThe Dubai Mall · Ice Rink
FormatDigital screen
Rotation12 spots per hour · 15 seconds
AudienceDubai Mall footfall · families, youth and tourists
Duration2 weeks
Go-Live31 Aug – 13 Sep
12/HR
Spots Per Hour
15 SEC
Spot Length
2 WKS
Duration
MALL
Environment
Perfect location with an invested, targeted youthful audience in a hi-dwell moment
The Ice Rink sits at the heart of The Dubai Mall's leisure core · audiences here are stationary, unhurried and already in an entertainment mindset, giving MEFCC creative far longer to land than a roadside pass-by.
105M+
Annual visitors to The Dubai Mall, per Emaar Malls reporting
Mall Digital Screen
Dubai · Dubai-Wide
Site 04 · Dubai Taxi Wraps
Moving Mass-Awareness Fleet · Every District, Every Day
Dubai Taxi Wraps
Full taxi wraps · 100 units, Dubai-wide
LocationDubai-wide · no fixed route
FormatFull vehicle wrap
Units100 taxis
AudienceMass Dubai awareness
Duration4 weeks
Go-Live19 Aug – 13 Sep
100
Units
360°
Full Wrap
4 WKS
Duration
MOVING
Format
One hundred moving billboards covering the whole of Dubai for the full flight
Unlike fixed sites, the wrapped fleet reaches neighbourhoods, malls, hotels and business districts the roadside plan can't · building frequency against the same audience in different contexts throughout the day, and putting MEFCC in front of tourists at exactly the moment they're being driven somewhere.
Taxi Wrap
Dubai · In-Taxi Network
Site 05 · Dubai Taxi Screens
Captive In-Ride Attention · Tappable, Trackable, Non-Skippable
Dubai Taxi Screens
In-taxi digital screens · fleet-wide, all rides
LocationDubai-wide · screens in all rides
Format30-second ad · full screen, non-skippable
PlacementHomepage-first premium · muted by default, optional audio activation
InteractivityURL link with UTM tag · clicks to landing page, location-targeted
AudienceMass Dubai awareness
Duration2 weeks
Go-Live31 Aug – 13 Sep
30 SEC
Spot Length
TAP
Click-Through
2 WKS
Duration
DOOH
Format
The only line on this plan that converts attention into a measurable click
A full-screen, non-skippable spot in a seated, captive moment · the UTM-tagged link turns awareness straight into ticketing or registration traffic, and gives Informa a hard, trackable performance read alongside the reach-led roadside sites.
~5 Million
Estimated impressions across the two-week flight, per supplier projection
In-Taxi Screen
Client's Comments · Dubai
Abu Dhabi
1 Site
Abu Dhabi · Yas Island
Site 06 · Yas Mall Cinema
Yas Island Leisure & Entertainment Hub · Captive Cinema-Going Fandom
Yas Mall Cinema
On-screen cinema advertising · Yas Mall, Yas Island
LocationYas Mall Cinema · Yas Island
FormatOn-screen cinema advertising (digital pre-show)
ScreensFull-complex on-screen network
Spot15-second spot · pre-show loop
AudienceAbu Dhabi audience · cinema-goers, families, youth and pop-culture fans
Duration1 week
Go-Live6 – 13 Sep
15 SEC
Spot Length
NETWORK
Full Complex
1 WK
Duration
CINEMA
Format
Captive, big-screen exposure to a primed pop-culture and cinema-going audience in the closing week
Yas Mall is one of Abu Dhabi's largest retail and entertainment destinations, anchoring Yas Island alongside Ferrari World, Warner Bros. World and Yas Waterworld · on-screen advertising here puts MEFCC on the big screen in front of exactly the movie-, gaming- and comics-minded audience the event is built for, and carries the capital on its own now that Abu Dhabi runs cinema-only · concentrated into a single high-impact week in the final run-up to doors-open.
Cinema
Client's Comments · Abu Dhabi
Sharjah
1 Site
Sharjah · Al Wahda
Site 07 · Al Wahda Vertical Unipole
Sharjah Retail & Commuting Spine · Leisure Mindset
Al Wahda Vertical Unipole
Static vertical mini unipole · 1 pole, 2 faces
LocationAl Wahda, Sharjah
FormatStatic vertical mini unipole
Size1 pole · 2 faces
AudienceHigh youth population · direct target audience, in a leisure environment
Duration4 weeks
Go-Live19 Aug – 13 Sep
1 POLE
Structure
2
Faces
4 WKS
Duration
STATIC
Format
High, head-on visibility on a major Sharjah retail and commuting spine
Puts event messaging directly in front of families, teens and young professionals moving in and out of Sharjah City Centre and Oasis Mall in a leisure mindset.
Static Unipole
Client's Comments · Sharjah
Section 04 · Investment & Allocation
The Quoted Media Investment
| Site | Format | Faces / Scale | Duration | AED |
|---|---|---|---|---|
| SZR Two Seasons Screen · Dubai | Digital screen | 1 | 4 weeks | N/A |
| Umm Suqeim Unipole · Dubai | Digital unipole | 2 | 4 weeks | N/A |
| Dubai Mall Ice Rink Screen · Dubai | Mall digital screen | 1 | 2 weeks | N/A |
| Dubai Taxi Wraps · Dubai-wide | Taxi wrap | 100 units | 4 weeks | N/A |
| Dubai Taxi Screens · Dubai-wide | In-taxi screens | est. 5M impressions | 2 weeks | N/A |
| Yas Mall Cinema · Abu Dhabi | On-screen cinema | Network | 1 week | N/A |
| Al Wahda Vertical Unipole · Sharjah | Static unipole | 2 | 4 weeks | N/A |
| Production · Uploading / Municipality Fee | 1 artwork | N/A | N/A | 12,280 |
| Total Package (incl. production & fees) | 1 month | AED 339,170 |
Above rates are exclusive of 5% VAT · Production / uploading fees quoted for 1 artwork · Revised plan dated 3 August 2026.
Production & Added Value
Beyond the Media Buy
1
Added Value
Recommend negotiating bonus loop slots on the Dubai screens, extra pre-show plays at Yas Mall Cinema, additional wrapped taxi units, or extended dwell-time impressions at Al Wahda, as no-cost value-adds with the supplier.
2
Flight Pattern
Three waves. Four placements run the full flight (19 Aug – 13 Sep) for sustained presence across all three emirates · the Dubai Mall Ice Rink screen and the in-taxi screens layer a concentrated 2-week burst (31 Aug – 13 Sep) into the closing fortnight · Yas Mall Cinema then lands a single high-impact week (6 – 13 Sep) right at the peak, lifting pressure exactly when ticket decisions are being made.
3
Amplification
The in-taxi screens carry a UTM-tagged, tappable link straight to ticketing or registration · pair with QR-enabled creative on the mall and roadside screens so the whole plan feeds one measurable destination.
Section 05 · Strategic Recommendation
05
Built To Be Seen.
Built To Be Remembered.
Built To Be Remembered.
Seven placements across three emirates · Dubai's mass-reach commuter screens, a 100-strong wrapped taxi fleet, in-taxi screens that click through to ticketing and a hi-dwell Dubai Mall screen, plus Yas Mall Cinema in Abu Dhabi and Al Wahda in Sharjah · combining to put MEFCC in front of residents, tourists and pop-culture fans exactly where the UAE already gathers.
Let's Build This Together
Ready to confirm live inventory, rates and availability for the MEFCC 2026 campaign window.
Let's Talk Inventory
or compose in Outlook on the web
MEFCC 2026 · Post-Campaign Report
Four Weeks Of Fandom,
Across Three Emirates.
Across Three Emirates.
What ran, where and when, from the first faces on 17 August to the last show day at ADNEC Centre Abu Dhabi on 13 September.
7Placements
3Emirates
100,030In-Taxi Spots
5,600Link Clicks
17 August – 16 September 2026 · Prepared for Informa · Confidential
Section 01 · Overview
Three Waves, One Show
The plan built in three steps, each one closer to doors-open at ADNEC Centre Abu Dhabi on 11 September, and all seven placements stayed live through the final show day.
Wave 01 · 17 August
4placements
Four weeks of reach
SZR Two Seasons Screen, Umm Suqeim Unipole and 100 wrapped taxis across Dubai, with Al Wahda Vertical Unipole in Sharjah.
17 August – 13 September
Wave 02 · 31 August
2placements
The final fortnight
Dubai Mall Ice Rink Screen and Dubai Taxi Screens joined for the two weeks before the show, the taxi screens carrying a link straight to tickets.
31 August – 13 September
Wave 03 · 3 September
1placement
Two weeks in the capital
Yas Mall Cinema in Abu Dhabi, the show's home city, from the week before doors-open, through the three show days and into the days after.
3 – 16 September
Section 02 · Timeline
When Every Placement Ran
Go-live and close for each placement, week by week from 17 August to 16 September. Show days are marked.
Placement
W117 AugW224 AugW331 AugW47 SepW514 Sep
Digital
Static, taxi wraps, cinema
Show days · 11 – 13 September
Section 03 · Audience & Delivery
The Audience Behind Every Screen
Each placement sat on a route or in a venue with a known, independently reported audience. Here is what that audience added up to across the run.
11.2M+Vehicle PassagesPast the SZR Two Seasons Screen over 28 days
4M+Mall VisitorsThrough The Dubai Mall during the 14-day Ice Rink run
100,030In-Taxi SpotsServed and logged, with 5,600 clicks to mefcc.com
23,650Cinema AdmissionsAt Yas Mall, against 17,000 booked
SZR Two Seasons Screen · 28 days
400,000+ a day
Vehicles on Sheikh Zayed Road
Dubai’s main commuter artery carries more than 400,000 vehicles a day (RTA), more than 11.2 million vehicle passages past the screen from 17 August to 13 September.
Umm Suqeim Unipole · 28 days
16,000an hour
Corridor capacity, both directions
The upgraded Umm Suqeim Street corridor carries up to 16,000 vehicles an hour (RTA), with both faces in view of the crosstown traffic between Dubai’s leisure hubs for four weeks.
Dubai Mall Ice Rink Screen · 14 days
4M+ visitors
Footfall through The Dubai Mall
With more than 105 million visitors a year (Emaar), The Dubai Mall welcomed over 4 million people across the run, with the MEFCC spot playing 12 times an hour above the rink.
Dubai Taxi Screens · 14 days
106.7% delivered
Every spot logged
100,030 spots served against 93,750 booked, and 5,600 passengers clicked through to mefcc.com. The full breakdown follows in the next section.
Yas Mall Cinema · 14 days
23,650admissions
139% of the booked audience
Booked against 17,000 admissions, the spot played to 23,650: 12,582 in the first week and 11,068 in the second. In the first week, half of the audience were UAE Nationals, with Arab Expats a further 30% and Asian and Western Expats 10% each.
The taxi wraps and Al Wahda Vertical Unipole are reported as proof of posting, photographed on site during the run.
Section 04 · In-Taxi Screens
Every Spot Served, Every Click Counted
The rear-seat screens log each spot played and each click through to mefcc.com. Fourteen days in the Dubai fleet, 31 August to 13 September, closing on the last day of the show.
100,030Spots ServedAgainst 93,750 booked106.7% delivered
5,600Link ClicksTaps through to mefcc.com
5.60%Click-Through RateCampaign average, all zones
10Dubai ZonesGeofenced, from Al Barsha to Academic City
Spots served per day31 August – 13 September · the final day closed the campaign
Spots served
Click-through rate per dayClicks as a share of spots served, all zones
Daily rateCampaign average 5.60%
Show days
6.20%
Peak click-through on 12 September
Engagement climbed into the show: 6.10% on 11 September, opening day, and 6.20% on 12 September, the two strongest days of the run.
Top zone
6.38%
Downtown Dubai led on click-through
Downtown Dubai, City Walk (6.20%), Academic City (6.15%) and Dubai Marina (6.10%) all clicked through above the campaign average.
Consistency
13days
Above 5% on every full day
Every full day of the flight held between 5.3% and 6.2%, delivering 7,227 to 7,574 spots a day.
On Screen · In-Taxi
The Spot, In The Back Seat
Filmed in a Dubai taxi on 1 September: the full-screen spot closing on the call to get tickets at mefcc.com.
Dubai Taxi Screens · full-screen spot31 August – 13 September · Dubai taxi fleet
Section 05 · On The Ground
Every Site, Live
Photography from the run, with go-live and close for each placement.
Emirate 01
Dubai
5 placementsEmirate 02
Abu Dhabi
1 placementEmirate 03
Sharjah
1 placementOn Screen · Cinema
The Spot, On The Big Screen
Filmed in the auditorium at Yas Mall during the run: the MEFCC spot in the pre-show.
Yas Mall Cinema · 15-second pre-show spot3 – 16 September · 23,650 admissions · Yas Island, Abu Dhabi
MEFCC 2026
Thank You
Four weeks in market across Dubai, Abu Dhabi and Sharjah, from the city's busiest roads to the back seat and the big screen. We look forward to the next one.