Rotana Signs is reshaping Jeddah's advertising with the Digital Bridges project
Rotana Signs continues to solidify its leading position in the outdoor advertising sector in Saudi Arabia, particularly in Jeddah, by moving forward with the implementation of the "Digital Jeddah Bridges" contract in strategic partnership with the Jeddah Municipality. This ambitious step comes as part of the company's efforts to reshape the visual and advertising landscape in the coastal city, leveraging the latest global technologies in digital display.
In terms of project details, the plan has entered its first phase of implementation, with the installation of 20 state-of-the-art digital billboards on bridges located along the city's vital arteries. These locations include strategic points with high traffic volumes such as King Fahd Road, Sari Street, Tahlia Street, Andalus Road, and King Abdullah Road. These new screens boast advanced technical specifications, designed with carefully considered heights to ensure a direct line of sight and a long, unobstructed viewing range, providing brands with an exceptional platform to effectively target their audiences.
Keeping pace with the Kingdom's vision and the shift towards smart cities
This project is more than just the installation of billboards; it holds particular significance within the context of the Kingdom's national transformation. As major Saudi cities embrace the concept of "smart cities" and enhance their urban landscape through quality of life programs, the shift from traditional billboards to digital displays (DOOH) is a cornerstone of modernizing the visual infrastructure. These technologies help reduce visual pollution caused by outdated billboards and offer greater flexibility in managing advertising content and delivering awareness and commercial messages quickly and accurately.
Strategic expansion and future plans for 2026
The project is proceeding according to a specific timetable in two phases; after the completion of the first phase, the company is preparing to launch the second phase and start operating it at the beginning of 2026. This well-thought-out expansion reflects the rapid growth of the digital advertising market in the Western Region, and provides advertisers with double opportunities to reach diverse segments of society, from local residents to visitors and tourists attracted by Jeddah as the gateway to the Two Holy Mosques and a major tourist destination.
In parallel with the bridges project, Rotana Signs is expanding its network through the Jeddah Unipole contract, having already installed 30 unipoles and 60 advertising screens covering central, southern, and northern areas of the city. This expansion focuses on new urban areas and neighborhoods experiencing rapid population growth, addressing the increasing demand for innovative advertising solutions in these regions.
Boosting the digital economy and competitiveness
For his part, Hassan Zaini, Executive Vice President of Sales at Rotana Signs, emphasized the importance of these steps, saying, “The Jeddah Digital Bridges project represents a strategic step in expanding the digital advertising network in the Kingdom, giving brands direct, round-the-clock exposure to a wide audience. We are committed to providing innovative solutions that keep pace with the digital transformation of cities and enhance the outdoor advertising experience.” Zaini noted that the company has become the first to offer advertising space in prime locations in the north and east of the city, enriching the advertising landscape.
Through the second phase of the Unipole project, scheduled for 2026, the company aims to add massive facades with state-of-the-art display technologies, thereby approaching a market share exceeding 50% of Jeddah's outdoor advertising. This anticipated market dominance will enhance the competitiveness of the city's business sector and provide an advertising infrastructure comparable to global capitals, supporting commercial and economic activity in the Red Sea city.
