Engage will enable targeted, data-led advertising across ADNOC’s digital platforms, stations, and stores.
Dubai: ADNOC Distribution has launched a new advertising network that enables brands to connect with nearly 700,000 daily customers across its mobile app, service stations, and Oasis convenience stores.
Engage by ADNOC will integrate advertising across physical and digital platforms with insights from over 2.7 million ADNOC Rewards members, enabling brands to target audiences more effectively and track campaign performance.
The platform is expected to generate more than $25 million in cumulative gross profit over its first five years, creating a new revenue stream for ADNOC Distribution beyond its core fuel business through advertising across its app, service stations, and retail network.
Customers will be able to engage with campaigns across multiple touchpoints, including the ADNOC Rewards app, the company’s digital platforms, service stations, and Oasis by ADNOC stores. ADNOC Distribution confirmed that all customer data will be managed in accordance with applicable privacy regulations and consent frameworks. The company processes more than 250 million transactions annually, with its network accounting for around two-thirds of fuel transactions in the UAE.
“Through our extensive network and customer data platform, we are creating more relevant and measurable advertising opportunities throughout the customer journey. This enables brands to connect with consumers at key moments of engagement and accurately evaluate campaign performance,” said Jacqueline Elboghdadi, Chief Marketing Officer at ADNOC Distribution.
How Engage by ADNOC works
Engage by ADNOC will leverage first-party customer insights, advanced analytics, and artificial intelligence to help advertisers identify target audiences, launch campaigns, and measure whether their advertising drives customer interest, consideration, or purchases.
ADNOC Distribution described the platform as the UAE’s first full-funnel retail media network operated by a mobility and convenience retailer, offering brands the ability to engage customers across both digital and physical channels.
ADNOC expands beyond fuel sales
Unlike traditional outdoor advertising, which typically relies on location-based exposure estimates and audience modelling, Engage by ADNOC will bring together advertising across the company’s mobile app, websites, station screens, and retail stores within a single platform, giving brands access to campaign performance insights.
The platform will be supported by customer spending insights from Network International, while LiveRamp will enable secure data collaboration and advertising measurement capabilities.
“By combining Network’s spending insights with advertising performance data, Engage by ADNOC provides brands with a clearer view of campaign effectiveness and business outcomes. Together, we will deliver actionable intelligence that helps brands make more informed decisions,” said Görkem Köseoğlu, Group Chief Customer and AI Officer at Network International.
The launch marks ADNOC Distribution’s continued expansion beyond its traditional fuel retail business, creating new opportunities in digital advertising and data-driven customer engagement through its extensive mobility and convenience network.
The launch supports ADNOC Distribution’s strategy to expand its non-fuel retail business, which includes convenience stores, car care services, food and beverage offerings, and other customer-focused solutions.
The company’s non-fuel retail segment recorded more than 14% growth in gross profit in 2025, reflecting its continued focus on diversifying revenue streams beyond fuel sales.
Engage by ADNOC is powered by the company’s AI and Digital Transformation programme and brings together strategic partners including Publicis, Pyxis, LiveRamp, and Network International to deliver data-driven advertising and customer engagement solutions.
