Careem, the region’s leading ‘Everything App’, has partnered with Flyby in a move that takes its advertising ecosystem beyond the digital realm and onto the streets of Dubai. The collaboration introduces smart, mobile digital-out-of-home (OOH) advertising across Careem’s delivery fleet, giving brands the ability to connect with consumers both inside and outside the app.
Careem already provides in-app advertising opportunities across its core services, ride-hailing, food and grocery delivery, and payments, delivering access to millions of users.
The partnership with Flyby adds an entirely new layer of engagement: campaigns that travel through the city, following the natural movement of people and traffic.
With Flyby’s network integrated into Careem’s advertising platform, brands can now create city-wide presence that mirrors digital behaviour, bridging the gap between mobile engagement and real-world visibility.
“This partnership with Flyby takes our advertising offering to the next level: helping brands connect with people wherever they are, whether they’re scrolling through the app, taking a walk, or passing a Careem delivery bike on the street.
“Through this partnership, we’re creating a truly connected brand experience that moves with customers throughout their day,” said Karim Abdelhamid, Senior Ads Sales Manager at Careem.
Saher Khattab, Head of Advertising at Flyby, added: “This partnership with Careem connects the digital and physical worlds to create a new way of reaching people. Flyby takes brand stories at eye level to the streets of Dubai, where conventional billboards don’t exist, redefining how brands connect with people on the move.”
At the centre of the initiative are Flyby’s Smart Delivery Boxes, which have transformed Careem’s delivery bikes into mobile digital billboards. Displaying dynamic visuals at eye level, these screens bring campaigns directly into residential communities, commercial districts and neighbourhoods where traditional OOH formats are limited or prohibited.
The solution provides measurable visibility to both pedestrians and motorists, offering advertisers reach in areas previously inaccessible to physical media.
By pairing Flyby’s location-based targeting and real-time analytics with Careem’s first-party customer insights, the collaboration offers brands more precise campaign planning, execution and measurement.
Advertisers can synchronise digital storytelling with physical presence, creating more cohesive brand journeys across platforms.
The technology also delivers operational value.
Flyby’s system tracks driving patterns, such as sudden braking, speeding and route behaviour, providing safety data that can support performance monitoring and fleet management.
For an urban mobility player like Careem, it presents an opportunity to enhance driver training, reduce incidents and optimise daily operations.
Blending AdTech and smart mobility
The partnership marks another step in Dubai’s evolution as a test bed for advanced AdTech and connected mobility solutions. By linking digital advertising directly to a moving fleet, Careem and Flyby are introducing a hybrid model that blends smart mobility, commercial strategy and safety insights.
Both companies say they will continue exploring ways to build a more connected, data-driven urban advertising network, one that aligns with the city’s push towards smarter, safer and more efficient mobility ecosystems.
