Daktronics and Lets Ad Advertising have joined forces to bring The Oval, innovative, eye-catching digital Out Of Home (OOH) displays, to life in Dubai. Three custom oval-shaped displays fitted into one-of-a-kind sign structures were brought online in 2024 at major thoroughfares near the Museum of the Future, the entrance to Dubai Mall and at the business bay near Dubai Mall.

“When designing The Oval, as well as a number of other OOH displays, we look for the highest quality and best technology, and that’s why we have chosen Daktronics,” said Lets Ad Advertising’s Owner Amin Qadadeh. “We wanted a supplier that was as excited as we are to show off the project after it was completed and will be proud of it for years to come.”

Video Display Details

Each of the three displays measures approximately 9.28 meters high by 18.25 meters wide and features 10-millimeter pixel spacing to bring bright, crisp imagery to light. The digital aspect allows multiple messages to be scheduled to the display to accommodate the needs of the high-end advertisers shown.

“We’re happy to work with extremely creative people who are pushing us to deliver these fantastic designs and displays,” said Ahmad Dahmash, Daktronics regional sales. “This installation of The Oval displays in Dubai is a great reflection of the creativity we’re able to experience with Lets Ad Advertising and we look forward to more creative designs pushing the OOH display industry in the future.”

Display Structure Details

The display shape and structure are designed to make the display look as though it is hanging or floating in the air, especially at night. It is the only sign with a marble foundation and a steel design that allows it to be built and pieced together in a single day. It is done without any welding so it can be dismantled and reassembled at a different location if desired in the future.

“We design the entire structure, foundation and landscaping for each sign so it all coordinates in the correct way,” added Qadadeh. “This creation was designed at the same time Dubai was flying to Mars, so we wanted this too look like it was flying without any support and that played into the design.”

Lets Ad Advertising works to create designs that connect with their community, history and current culture. This latest design reflects that vision, as do future ideas that are currently being developed.

Daktronics provides digital technology solutions that offer flexible scheduling for multiple advertisers as well as quick and easy changes in content. Additional services provided to the OOH industry add value and generate revenue for customers. For more information on digital billboard technology, visit www.daktronics.com/OOH.