Aldar Estates | 2025OOH Revenue Strategy for Managed Properties
An approach to generating advertising revenue from managed property assets: where the opportunity sits, how the space can be offered, and how to take it to market
Context
The property management team identified an opportunity to generate a new revenue stream from advertising space across a portfolio of managed buildings. The assets (building facades, lobbies, and common areas) had commercial potential for both digital screens and static OOH formats, but no commercial model existed to act on it. The opportunity was clear. A structured way to act on it was not.
The Challenge
The Challenge
The property management team brought me in to design an approach from scratch. The task was to assess the revenue opportunity across candidate sites, shape a commercial approach that works for both digital and static formats, and set out how it could be taken to market.
This required working across property management, legal, and finance stakeholders, and delivering a commercial output that met the standards of those functions, not just a marketing brief.
What I Built
What I Built
The Opportunity, Mapped
Reviewed the managed buildings for spaces that could carry advertising: facades, lobbies and common areas, for both digital screens and static formats. The output was a clear picture of where advertising could sit without getting in the way of residents and tenants.
A Commercial Approach
Set out how the space could be offered to advertisers, from a single placement to a presence across the whole portfolio, so brands of different sizes have a way in and the best locations keep their value.
A Route to Market
Defined how media partners would be brought in and what the owner, the property team and the partner would each be responsible for, so the approach can be picked up again as more sites become available.
Inventory Structure
Inventory Structure
Four ways of offering the space, so advertisers of different sizes each have a way in.
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 New Source of Revenue
These spaces generated no commercial return before. The approach gives the business a repeatable way to earn from advertising space across the managed portfolio.
Built to Be Reused
The approach was designed to be applied again. New buildings can be added with the same structure, without starting from a blank page each time.
Cross-Functional Delivery
This was not a marketing project. It meant working across property management, legal and finance, and producing a commercial case that met the standards of those functions.
My Role
My Role
Led the work to find advertising revenue in managed building assets
Identified suitable spaces across the portfolio for digital and static formats
Shaped the commercial approach and the ways the space could be packaged
Worked with media partners to test the approach against the market
Aligned property management, legal and finance on one commercial case
Left a structure the property team can reuse as new sites come forward
This was a commercial strategy engagement, not a marketing brief. It required finding a new source of revenue, shaping how it could be offered, and making a case that met the standards of property management, legal, and finance.