Aldar Estates | 2025Digital OOH Commercialization Strategy
Building a New Revenue Stream for Premium Digital Assets, Property Management, Abu Dhabi
Context
This engagement sat outside the marketing function. Aldar held a portfolio of premium digital OOH assets under its property management vertical with no commercial model attached to them. The assets existed, but there was no pricing framework, no inventory structure, and no defined process for bringing concession partners to market. The opportunity to generate revenue from these assets was there. The strategy to do it was not.
The Challenge
The Challenge
I was brought in to build the commercialization strategy from scratch. The task was to assess the revenue opportunity, design a commercial framework that would hold up to market scrutiny, and run a structured concession process that would attract serious operators and produce a defensible award decision.
This required stepping into a business development role, working across property management, legal, and finance stakeholders, rather than operating within a traditional marketing brief.
What I Built
What I Built
Commercial Strategy
I developed the pricing framework, packaging structure, and revenue model for the assets. This included designing four inventory tiers, from single-screen placements through to full network takeovers, giving concession partners a range of entry points while protecting yield at the premium end.
Concession and Tender Process
I built the RFP documentation, defined the vendor engagement process, and managed outreach to the OOH and media operator market. This included site walkthroughs with prospective partners and structured proposal review to ensure competitive tension and a market-tested outcome.
Evaluation and Award Support
I supported the full concession evaluation process through to final recommendation, scoring proposals against commercial and operational criteria and providing the analysis needed to make a defensible award decision.
Inventory Structure
Inventory Structure
Four commercial tiers were designed to accommodate different buyer types and budget levels while optimizing total yield across the asset portfolio.
01
Single Screen
Targeted spot placement on one asset. Entry-level access for brand-specific campaigns.
02
Triple Rotation
Share-of-voice across a rotation loop. Suitable for campaigns requiring sustained presence.
03
Full Takeover
Exclusive ownership of one asset for a defined period. Premium positioning, zero competition.
04
Network Takeover
Simultaneous control across all assets in the portfolio. Maximum reach and dominance.
Why It Mattered
Why It Mattered
A Revenue Stream That Did Not Exist
Before this engagement, these assets generated no commercial return. The framework created a repeatable model for monetizing digital OOH inventory, applicable beyond this project to future asset expansion across the portfolio.
A Process Built for Scale
The concession and tender framework was designed to be replicable. Future assets can be onboarded using the same commercial structure without rebuilding from scratch each time.
Cross-Functional Delivery
This was not a marketing project. It required working across property management, legal, and finance, and delivering a commercial output that met the standards of those functions, not just a marketing brief.
My Role
My Role
Led the end-to-end commercialization strategy for digital OOH assets under the property management vertical
Built the pricing framework, inventory structure, and revenue model from a blank page
Designed and managed the concession RFP process including vendor engagement and site reviews
Supported proposal evaluation and provided the commercial analysis that informed the final award decision
This engagement was business development, not marketing. It produced a commercial framework and a revenue stream where neither existed before.