JCDecaux Oman has launched Digital Impact, a new digital out-of-home (DOOH) network developed in partnership with Muscat Municipality, marking a major step forward in the evolution of Muscat’s urban media infrastructure. The initiative introduces 15 large-format digital roadside screens across key arterial routes in the capital, replacing static advertising inventory with dynamic, data-enabled formats.
Designed for high-traffic and high-dwell locations, the screens are positioned at eye level to deliver stronger visibility, contextual relevance, and flexible content delivery. While the network offers advertisers enhanced engagement opportunities, it has also been designed to serve a broader civic function within the city.
Beyond commercial messaging, the Digital Impact network will support real-time public communications, including traffic updates, emergency alerts, weather warnings, and information related to city events and cultural moments. This positions the screens as a public-facing urban utility rather than a purely advertising-led platform.
Developed in close collaboration with Muscat Municipality, the project reflects a shared commitment to enhancing the city’s visual environment while respecting Muscat’s cultural and architectural identity. Each digital asset has been designed to integrate seamlessly into the street landscape, contributing to a more cohesive and modern urban experience.
Bechir Chehab, Managing Director of JCDecaux Oman, said the launch represents a key milestone for the company’s long-standing partnership with the municipality. He noted that the network enables smarter and more engaging brand connections while remaining aligned with ESG commitments and Oman Vision 2040. He also credited the operations team and the continued support of Muscat Municipality for bringing the project to life.
Local talent has played a central role throughout the initiative, from design and installation to ongoing maintenance. Mohammed AlMandhari, Operations Manager at JCDecaux Oman, said the screen design represents a regional first, combining advanced technology with strong local involvement and creating opportunities for young Omanis to help shape the future of media infrastructure in the Sultanate.
Sustainability has been embedded into the rollout, with the digital assets built using recyclable materials and energy-efficient LED technology. Automated on/off functionality is planned to further reduce power consumption during non-peak hours, aligning with JCDecaux’s sustainability agenda and Oman’s responsible urban development goals.
The launch of Digital Impact forms part of JCDecaux Oman’s broader strategy to expand its smart, data-enabled media portfolio in support of digital transformation, sustainable city planning, and more meaningful connections between brands and communities under Oman Vision 2040.
