ADNOC Distribution said in a statement that it launched Engage by ADNOC on Tuesday, describing the platform as the first full-funnel retail media network in the UAE for a mobility and convenience retailer. The announcement detailed how the system connects brands to consumers through physical and digital advertising inventory combined with first-party data drawn from the ADNOC Rewards loyalty program. According to the company, Engage supports full-funnel campaigns that create relevant experiences while delivering measurable outcomes across the customer journey from awareness to purchase. This development aligns with the firm’s ongoing efforts to expand its commercial activities beyond traditional fuel sales.
The company’s statement highlighted that the network serves nearly 700,000 customers daily while generating more than 250 million transactions annually. ADNOC Distribution data places the membership of its ADNOC Rewards program at 2.7 million, supplying the foundational insights that power targeted advertising. Nearly two-thirds of all fuel transactions in the UAE take place across the company’s sites, the statement added, presenting brands with extensive reach within a high-frequency retail environment. These figures underscore the platform’s potential to transform how advertisers interact with consumers at scale.
ADNOC Distribution’s annual report showed non-fuel retail gross profit rising 14 percent year-on-year in 2025, illustrating the momentum behind the new advertising initiative. The company projected that Engage would generate more than $25 million in cumulative gross profit over its first five years while supporting further growth in non-fuel categories. In the statement, officials noted that the platform would drive additional footfall to stations and help optimise tenant mixes and service offerings. Partnerships with specialist firms were described as essential to achieving advanced data collaboration and performance measurement.
Jacqueline Elboghdadi, chief marketing officer at ADNOC Distribution, said, “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.” Elboghdadi added, “Every marketer needs the ability to turn audience insights into measurable business outcomes.” She continued, “Through our network and customer data platform, we are enabling more meaningful and measurable advertising across the customer journey.”
Bassel Kakish, CEO of Publicis, stated, “ADNOC Distribution has built one of the UAE’s most compelling consumer ecosystems, creating a unique retail media opportunity for brands.” He noted that his organisation was proud to partner on Engage by ADNOC to help unlock its scale, audience connectivity and measurable impact for advertisers. Mukhles Odeh, CEO of Pyxis, added, “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.” The announcement positioned these collaborations as central to elevating retail media standards.
Oliver Klander from LiveRamp said, “Through privacy-conscious data collaboration and measurement capabilities, we are helping advertisers connect with audiences more efficiently while maintaining responsible data practices.” Görkem Köseoğlu from Network International added, “By combining Network’s spend insights with advertising performance, Engage by ADNOC gives brands a clearer understanding of campaign effectiveness and business outcomes.” The company said the combined capabilities of its partners would deliver actionable intelligence that supports informed decision-making by advertisers throughout the region.
