Smiles and Flyby Join Forces to Expand Digital OOH Advertising in Dubai

Smiles and Flyby Join Forces to Expand Digital OOH Advertising in Dubai

Smiles, the UAE-based everyday rewards platform, has partnered with Flyby to introduce smart delivery box technology across its e-bike fleet in Dubai, creating a mobile platform for hyperlocal digital out-of-home (OOH) advertising.

The partnership marks Smiles’ first deployment of embedded digital box technology across its delivery fleet. Flyby’s Smart Delivery Boxes feature IoT-connected digital displays that can deliver location-based advertising, allowing brands to engage audiences in specific neighbourhoods and at relevant times.

Smart Delivery Boxes Bring Digital OOH to Smiles Fleet

The technology transforms Smiles’ delivery boxes into mobile digital advertising platforms. The connected displays can be used to deliver targeted brand messaging as the e-bike fleet moves through communities across Dubai.

The rollout will initially take place in Dubai, with the companies potentially extending the deployment to other emirates in the future.

Real-Time Fleet Tracking and Monitoring

Beyond advertising, Flyby’s technology will provide Smiles with real-time fleet tracking and monitoring capabilities.

The additional visibility is expected to support operational transparency and monitoring while contributing to road safety across Smiles’ delivery network.

For Smiles, the deployment therefore combines an advertising opportunity with technology designed to improve visibility across its last-mile operations.

Geofenced Campaigns and Faster Activation

For advertisers, the partnership introduces a digital OOH channel capable of moving through neighbourhoods across Dubai.

Campaigns can be geofenced and scheduled according to specific days and times, while content can be updated remotely. Campaigns can also be activated within 24 hours, offering a faster deployment model than fixed OOH formats, which can typically require several weeks.

This flexibility allows brands to tailor messaging based on location and timing.

Real-Time Reporting for Advertisers

The platform is designed to provide advertisers with real-time reporting covering campaign runs, impressions and locations.

These capabilities can give brands performance insights by area and time of day, providing data beyond traditional estimates of passing traffic.

The mobile nature of the platform also allows campaigns to move through different communities, creating additional opportunities for brands to reach consumers in contextually relevant locations.

e& UAE Highlights Connected Digital Ecosystem

Ahmet Gokhan Ay, Chief Consumer Officer, e& UAE, said the partnership combines Smiles’ reach with Flyby’s smart delivery technology to create a more connected and commercially valuable platform.

He said the technology would provide real-time visibility across delivery operations while giving brands a flexible, hyperlocal way to reach audiences across Dubai.

Ay added that the initiative reflects e& UAE’s approach to using technology to create value across its digital ecosystem, strengthen the Smiles proposition and develop new opportunities for partners.

Flyby Targets Growth of Smart Delivery Box Network

Cheyenne Kamran, Chief Executive Officer of Flyby, said the company’s model is designed to bring additional value into the last-mile delivery ecosystem through what it describes as “moving digital boxes.”

According to Kamran, Smiles’ delivery fleet provides brands with an opportunity to gain visibility at eye level without adding separate vehicles or physical structures to the streets.

He said Flyby’s ambition is to have thousands of smart delivery boxes on the road within the next 24 months, describing the Smiles partnership as an important step towards that goal.

Expanding Hyperlocal Advertising in Dubai

The partnership brings digital brand messaging into neighbourhoods across Dubai through Smiles’ delivery network.

The mobile OOH format can complement broader advertising campaigns while enabling brands to deliver targeted messages based on location, timing and audience context.

For Smiles, the deployment further develops its positioning as a technology-enabled last-mile platform while opening another commercial channel for advertisers and partners seeking measurable, hyperlocal consumer engagement through digital OOH.