ADNOC Distribution has introduced Engage by ADNOC, a new retail media network designed to help brands connect with consumers across its mobility, convenience, and digital ecosystem in the UAE.
Positioned as the UAE’s first full-funnel retail media network operated by a mobility and convenience retailer, the platform enables advertisers to engage customers at multiple touchpoints throughout their daily journeys using data-driven advertising solutions.
Unlike conventional out-of-home advertising, Engage by ADNOC combines digital and physical media inventory with first-party insights from ADNOC Rewards members. This integrated approach allows brands to execute full-funnel campaigns within a single ecosystem while measuring campaign effectiveness.
ADNOC Distribution’s network serves close to 700,000 customers every day across its service stations and records more than 250 million transactions annually. Powered by insights from over 2.7 million ADNOC Rewards members, the platform enables brands to deliver personalised advertising experiences while adhering to customer consent and applicable data privacy standards.
Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution, said, “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.
“Every marketer needs the ability to turn audience insights into measurable business outcomes. 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.”
The platform enables brands to engage customers across ADNOC Distribution’s digital and physical touchpoints, including the ADNOC Rewards app, online channels, digital screens at service stations, and Oasis by ADNOC convenience stores.
Developed under the company’s AI and Digital Transformation (AIDT) programme, Engage by ADNOC leverages artificial intelligence, analytics, and first-party data to improve audience targeting, drive conversions, and provide measurable campaign insights. With around two-thirds of fuel transactions in the UAE occurring through ADNOC Distribution’s network, the platform offers advertisers access to one of the country’s highest-frequency consumer audiences.
The launch supports ADNOC Distribution’s broader Non-Fuel Retail growth strategy, which recorded more than 14% year-on-year gross profit growth in 2025. The company expects Engage by ADNOC to generate more than $25 million in cumulative gross profit over its first five years, creating a scalable revenue stream powered by AI, analytics, and data.
The retail media network is backed by a group of strategic partners including Publicis, Pyxis, LiveRamp, and Network International, bringing together expertise across advertising, AI, data collaboration, and campaign measurement.
Bassel Kakish, CEO, Publicis Groupe Middle East & Türkiye, said, “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.”
Mukhles Odeh, CEO of Pyxis, said, “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.”
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.”
Görkem Köseoğlu, Group Chief Customer and AI Officer at Network International, said, “By combining Network’s spend insights with advertising performance, ‘Engage by ADNOC’ gives brands a clearer understanding of campaign effectiveness and business outcomes. Together, we will deliver actionable intelligence that brands can use to make informed decisions.”
