ADNOC Distribution has launched Engage by ADNOC, a retail media network that connects advertisers with customers across its service stations, convenience stores, and digital platforms. The company is positioning it as the first full-funnel retail media offering operated by a mobility and convenience retailer in the UAE.
The platform combines physical screens at service stations and Oasis by ADNOC stores with digital inventory on the ADNOC Rewards app and other online channels.
Brands can run campaigns across both environments and measure outcomes using first-party data drawn from the company’s 2.7 million Rewards members. ADNOC Distribution says audience insights are used in line with applicable data privacy rules and customer consent frameworks.
The company serves nearly 700,000 customers daily across its UAE network and records more than 250 million annual transactions. It also handles approximately two-thirds of fuel transactions in the country, giving advertisers access to what the company describes as one of the highest-frequency consumer audiences in the UAE.
“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,” Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution said in a statement.
The platform is built on ADNOC Distribution’s AI and Digital Transformation programme and is backed by a partner group that includes Publicis, IHC subsidiary Pyxis, LiveRamp, and Network International.
ADNOC Distribution says Engage by ADNOC is projected to generate more than $25 million in cumulative gross profit over its first five years. The launch sits within the company’s broader Non-Fuel Retail strategy, which recorded more than 14% year-on-year gross profit growth in 2025.
