Abu Dhabi, UAE – July 29, 2026: ADNOC Distribution has unveiled Engage by ADNOC, the UAE’s first full-funnel retail media network operated by a mobility and convenience retailer, marking a significant step in the evolution of data-driven advertising. The new platform enables brands to engage consumers across ADNOC Distribution’s extensive physical and digital ecosystem, creating more personalized and measurable marketing experiences.
The launch reflects ADNOC Distribution’s ongoing strategy to expand its non-fuel retail business while opening a new revenue stream through retail media. The company expects Engage by ADNOC to generate more than US$25 million in cumulative gross profit over its first five years, supported by its growing customer network, AI-powered capabilities, and extensive first-party data ecosystem.
A New Era of Retail Media
Unlike traditional out-of-home advertising, Engage by ADNOC combines digital platforms, service station media, and customer insights into a single integrated advertising ecosystem. Brands can now connect with customers throughout their daily journeys—from browsing the ADNOC Rewards app at home to visiting ADNOC service stations and Oasis convenience stores.
The platform leverages insights from more than 2.7 million ADNOC Rewards members, allowing advertisers to deliver highly relevant campaigns while measuring performance across every stage of the customer journey. All audience data is used in accordance with customer consent frameworks and applicable privacy regulations.
With approximately 700,000 customers visiting ADNOC Distribution service stations every day and more than 250 million transactions annually, Engage by ADNOC offers advertisers access to one of the UAE’s largest and most frequently engaged consumer audiences.
Supporting ADNOC Distribution’s Growth Strategy
The introduction of Engage by ADNOC aligns with ADNOC Distribution’s broader ambition to accelerate growth in its non-fuel retail segment. The business recorded more than 14% year-on-year gross profit growth in 2025, driven by continued investments in convenience retail and digital transformation.
The retail media platform has been developed under the company’s AI and Digital Transformation (AIDT) programme, combining artificial intelligence, analytics, and first-party customer data to help brands improve audience targeting, drive conversions, and accurately measure campaign effectiveness.
Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution, said the launch reflects the company’s transformation beyond traditional fuel retail.
“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.”
She added that marketers increasingly require measurable advertising solutions that connect audience insights directly to business outcomes, and Engage by ADNOC is designed to deliver exactly that.
Strategic Partnerships Strengthen the Platform
To build a comprehensive retail media ecosystem, ADNOC Distribution has partnered with several leading organisations across advertising, AI, payments, and data technology.
These partners include Publicis Groupe, Pyxis—a subsidiary of International Holding Company (IHC)—LiveRamp, and Network International.
Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, described ADNOC Distribution’s customer ecosystem as one of the UAE’s strongest retail media opportunities, while Pyxis CEO Mukhles Odeh said the partnership represents a major advancement in digital advertising by enabling brands to reach consumers with real-time, measurable campaigns.
LiveRamp highlighted the platform’s privacy-conscious data collaboration capabilities, allowing advertisers to connect with audiences responsibly, while Network International noted that combining transaction insights with advertising performance would provide brands with clearer measurements of campaign effectiveness and return on investment.
Expanding Opportunities for Brands
As retail media continues to emerge as one of the fastest-growing advertising channels worldwide, Engage by ADNOC positions ADNOC Distribution at the forefront of this transformation in the UAE.
By integrating digital channels, in-store experiences, AI-powered analytics, and one of the country’s largest customer networks, the platform enables brands to engage consumers more effectively while supporting ADNOC Distribution’s long-term business growth.
With its combination of scale, technology, and measurable performance, Engage by ADNOC is set to redefine how advertisers connect with customers across the UAE’s mobility and convenience retail landscape.
Leave a Reply