Abu dhabi: ADNOC Distribution has unveiled Engage by ADNOC, a pioneering retail media network that aims to bridge brands with customers through its comprehensive mobility, convenience, and digital ecosystem. Engage by ADNOC stands as the first extensive retail media network operated in the UAE by a mobility and convenience retailer, providing brands with the opportunity to reach customers at pivotal moments throughout their daily routines via data-driven and relevant advertising.
According to Emirates News Agency, unlike conventional out-of-home advertising models, this innovative platform integrates both physical and digital media inventory with insights derived from ADNOC Rewards members. This integration allows brands to execute full-funnel marketing campaigns within a unified ecosystem. With nearly 700,000 daily customers across its service stations and over 250 million annual transactions, ADNOC Distribution's network serves as a significant touchpoint in the UAE.
Engage by ADNOC leverages insights from over 2.7 million ADNOC Rewards members, assisting brands in delivering more pertinent customer experiences while also enabling the measurement of campaign impact. All audience insights are used in compliance with applicable data privacy requirements and customer consent frameworks. Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution, emphasized the platform's role in the company's growth strategy, stating that Engage by ADNOC is designed to unlock new value for brands, consumers, and the business as part of their Non-Fuel Retail growth acceleration.
The platform allows brands to connect with customers from various channels, including the ADNOC Rewards app, online platforms, service stations, and Oasis by ADNOC stores. Enabled by ADNOC Distribution's AI and Digital Transformation (AIDT) programme, Engage by ADNOC uses first-party data, analytics, and AI to drive consideration and conversion, offering access to one of the UAE's highest-frequency consumer audiences.
The launch is part of ADNOC Distribution's Non-Fuel Retail growth strategy, which marked a significant year-on-year gross profit growth in 2025 and is aimed at generating over $25 million in cumulative gross profit over its first five years. This growth is supported by data, analytics, and AI, establishing a scalable new revenue stream.
Engage by ADNOC unites a growing ecosystem of strategic partners, including Publicis, Pyxis, LiveRamp, and Network International, combining expertise across media, AI, data, and measurement. ADNOC Distribution continues to explore opportunities to expand Engage by ADNOC's capabilities in response to customer needs and future growth possibilities.
Bassel Kakish, CEO of Publicis Groupe Middle East and Trkiye, highlighted the unique retail media opportunity Engage by ADNOC presents for brands. Mukhles Odeh, CEO of Pyxis, noted the platform's significant advancement in digital advertising, while Oliver Klander from LiveRamp emphasized the attractive opportunities created by ADNOC Distribution's data ecosystem. G¶rkem K¶seoglu from Network International stressed the actionable intelligence the platform provides to brands, enhancing campaign effectiveness and business outcomes.