ADNOC Distribution launches Engage retail media network
The solution combines physical and digital channels, leveraging customer data and AI to deliver targeted advertising across the UAE.
ADNOC Distribution has launched Engage by ADNOC, a retail media network that enables brands to reach consumers across the company’s mobility, convenience and digital touchpoints. The platform is described as the first full-funnel retail media network operated by a mobility and convenience retailer in the United Arab Emirates (UAE) and is expected to generate more than $25 million in cumulative gross profit over its first five years.
The new offering combines advertising inventory across ADNOC’s service stations, Oasis convenience stores, loyalty app and digital platforms. The company said the network is powered by insights from its ADNOC Rewards program, which has more than 2.7 million members, while its retail network serves nearly 700,000 customers daily and processes more than 250 million transactions annually.
According to ADNOC Distribution, Engage by ADNOC allows brands to run data-driven campaigns throughout the customer journey, from digital engagement at home to in-store interactions at service stations. The platform uses first-party data, analytics and artificial intelligence capabilities developed through the company’s AI and Digital Transformation program, while operating within applicable privacy and consent requirements.
Commenting on the launch, Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution, said: “Engage by ADNOC reflects our continued evolution as a mobility and convenience retailer.” She added that the platform is intended to help brands deliver “more meaningful and measurable advertising across the customer journey.”
The initiative supports ADNOC Distribution’s strategy to expand non-fuel retail activities, a segment that recorded more than 14% year-on-year gross profit growth in 2025. The company views retail media as an additional revenue stream supported by customer insights, analytics and AI.
Engage by ADNOC has been developed with several strategic partners, including Publicis, Pyxis, LiveRamp and Network International. ADNOC Distribution said it will continue exploring opportunities to expand the platform’s capabilities as demand for measurable, data-driven advertising solutions grows across the region.
