What the Careem × Flyby Partnership Is
Careem — the Middle East’s leading “Everything App” covering ride-hailing, deliveries, groceries, payments and more — has expanded its advertising ecosystem by teaming up with Flyby, a smart digital out-of-home (OOH) advertising technology company. (Campaign Middle East)
Purpose of the collaboration:
To extend brands’ reach beyond the phone screen into the physical streets of Dubai by turning Careem’s delivery fleet into mobile digital billboards. (truckandfleetme.com)
How It Works — Smart Delivery Ads on the Move
Smart Delivery Boxes on Bikes
- Flyby’s Smart Delivery Boxes are IoT-enabled digital screens fitted to the backs of Careem’s delivery bikes. (Campaign Middle East)
- These units typically have three high-visibility LED screens designed to be seen by both pedestrians and motorists, day and night. (Campaign Middle East)
- They transform already moving delivery vehicles into mobile OOH assets, bringing ads physically where people live, work and commute. (truckandfleetme.com)
📍 This effectively bridges digital engagement inside the Careem app with physical ad exposure across urban environments — something traditional billboards can’t easily do. (Campaign Middle East)
Brand Targeting & Measurement
Enhanced, Contextual Reach
- Advertisers can plan campaigns that move with people, not just sit on a fixed billboard. (truckandfleetme.com)
- The system supports dynamic, rule-based advertising — for instance, changing messages based on:
- Location/neighbourhood
- Time of day
- Day part (morning/afternoon/evening)
— giving brands more contextual relevance. (Campaign Middle East)
Data & Analytics Integration (Future)
- Careem and Flyby are working toward programmatic integration (DSP and SSP connectivity), which will allow automated campaign optimisation, targeting and measurement. (Campaign Middle East)
What Advertisers & Media Teams Gain
1. Cross-Channel Brand Journeys
By synchronising:
- In-app digital ads (Careem’s existing platform)
- Mobile OOH ads (Flyby-powered screens)
Brands can create a more unified presence across digital and physical touchpoints, increasing visibility throughout a user’s day. (truckandfleetme.com)
2. Urban Location Coverage
These mobile screens reach neighbourhoods and commercial districts where conventional static billboards either don’t exist or aren’t permitted. (Campaign Middle East)
3. Precision & Engagement
- Flyby’s boxes deliver eye-level exposure — a valuable placement that can feel more personal and direct than distant outdoor signage. (Campaign Middle East)
- Brands can also potentially align messages with real-world activities (e.g., lunchtime spots, residential pickup zones) for higher contextual relevance. (truckandfleetme.com)
Comments from Industry Leaders
Careem
Karim Abdelhamid, Senior Ads Sales Manager
“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.” (Campaign Middle East)
This underscores Careem’s view that mobile and physical advertising can work together to follow people throughout their day.
Flyby
Saher Khattab, Head of Advertising at Flyby
“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.” (Campaign Middle East)
The emphasis: blending digital media strength with physical visibility in dense urban environments.
Example Use Cases & Early Implementation
While campaign specifics (brand names, ROI figures) haven’t been widely published yet, the **Flyby platform already has:
- ~250 Smart Delivery Boxes active in Dubai**, with plans to scale to around 1,000 units by mid-2026. (Campaign Middle East)
This indicates rapid roll-out potential as advertisers begin to adopt the platform.
Broader Context — Why This Matters
Mobile Apps Are Becoming Media Platforms
Advertisers increasingly see super-apps (like Careem) not just as transaction tools but media channels capable of:
- Audience engagement
- Data-driven targeting
- Cross-platform campaign orchestration
Observers note a broader trend where delivery and mobility apps are turning into integrated ad media networks, sometimes using technologies like Flyby to extend reach beyond the screen into the street environment. (LinkedIn)
More Intelligent OOH
The Careem/Flyby model is part of a new generation of OOH advertising that’s:
- Mobile
- Data-connected
- Programmatically optimisable
…moving beyond static billboards to contextual, city-aware advertising. (truckandfleetme.com)
Summary
| Feature | Details |
|---|---|
| Who | Careem × Flyby partnership |
| What | Transforms Careem delivery bikes into mobile digital billboards |
| Where | Initially Dubai; looks to scale further |
| How | Smart Delivery Boxes with LED screens + planned programmatic tools |
| Benefits | Cross-channel visibility, contextual reach, enhanced campaign planning |
| Vision | Linked digital & physical media ecosystem for advertisers |
Here’s a case-study and commentary-focused breakdown of how Careem is connecting in-app advertising with smart out-of-home (OOH) through Flyby — with real examples of how campaigns are unfolding and how industry figures see it. (Campaign Middle East)
What the Careem × Flyby Partnership Does
Careem, the UAE-based “Everything App” covering rides, deliveries, groceries, payments, and more, has partnered with Flyby, an AdTech company, to extend in-app advertising into smart, mobile OOH media. Flyby’s Smart Delivery Boxes are digital screens mounted on Careem delivery bikes, enabling ads to be shown on the streets as well as inside the app. (Campaign Middle East)
Key features:
- Mobile digital billboards: LED screens on delivery bikes display ads at eye level in urban areas. (Campaign Middle East)
- Geo-targeted and contextual campaigns: Ads can be tailored by location (e.g., Palm Jumeirah vs. Media City), time of day, and neighbourhood. (Campaign Middle East)
- Real-time and rule-based execution: Dynamic ad delivery — changing content based on contextual triggers — is supported, with programmatic integration planned. (Campaign Middle East)
- Data synergy: Combines Careem’s first-party data with Flyby’s location and mobility tech for more precise planning and measurement. (truckandfleetme.com)
Case Studies & Implementation Examples
Mobile OOH in High-Traffic Dubai Zones
Campaigns run through the Careem × Flyby network have been active in urban neighbourhoods like Palm Jumeirah, Dubai Marina, Media City, and Jumeirah Lakes Towers, exposing ads to pedestrians and motorists alike on frequently travelled routes. (Campaign Middle East)
Example: A brand promoting a new retail launch could programme static or dynamic visuals on bikes moving through these neighbourhoods during peak foot-traffic hours, reinforcing reminders first seen in the Careem app with street-level exposure later in the day. (Campaign Middle East)
Cross-Channel Brand Journeys
Instead of only showing ads inside the app, brands now have a physical extension of their campaigns. For example:
- A restaurant promotion seen in Careem’s food delivery UI can be reinforced across pedestrians and drivers in the vicinity via the digital screens on Careem bikes en route to deliveries. (Campaign Middle East)
- A retailer’s seasonal sale can integrate app-based push notifications with street ads that appear where users live or commute, boosting recall. (truckandfleetme.com)
This sort of multi-touch exposure helps brands build cohesive media journeys from digital to physical environments — an increasingly important metric in marketing. (truckandfleetme.com)
Comments from Key Industry Voices
Careem’s Perspective
Karim Abdelhamid (Senior Ads Sales Manager, Careem):
“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.” (Campaign Middle East)
This comment highlights Careem’s strategic objective: integrating digital engagement with real-world visibility so brand messages accompany users through their day.
Flyby’s View
Saher Khattab (Head of Advertising, Flyby):
“This partnership with Careem connects the digital and physical worlds to create a new way of reaching people… redefining how brands connect with people on the move.” (Campaign Middle East)
Flyby emphasises that mobile OOH offers contextual, eye-level brand exposure that traditional billboards often cannot replicate — especially in residential or low-ad zones.
Why This Matters — Strategic & Tactical Insights
Bridging Digital & Physical
Brands increasingly seek integrated omnichannel strategies. Careem’s approach allows them to:
- Activate a single campaign across app screens and city streets. (truckandfleetme.com)
- Achieve higher frequency and contextual relevance by reaching users as they move between digital and physical spaces. (truckandfleetme.com)
Hyperlocal Reach
Careem bikes traverse neighbourhoods not typically covered by static advertising, giving advertisers a first-mover advantage in less saturated spaces. (Campaign Middle East)
Data-Driven Targeting & Measurement
Flyby’s platform, paired with Careem’s data, allows:
- Rule-based delivery (e.g., play this ad only in business districts between 7 am–9 am). (Campaign Middle East)
- Future programmatic buying and automated optimisation, expected via DSP/SSP integration. (Campaign Middle East)
Broader Industry Reaction & Commentary
Marketing and media thought leaders see the Careem × Flyby model as part of a growing trend where mobile platforms transform non-traditional physical assets into media inventory (e.g., delivery fleets, ride-hail cars).
- Mobility-linked OOH, when paired with first-party data, can create richer audience profiles and more measured outcomes compared with legacy OOH buys. (truckandfleetme.com)
- It also represents a shift toward “contextual out-of-home” — where ads are not static but adapt to location and time, offering better relevance. (Campaign Middle East)
Some commentators also note trade-offs:
- Campaign planners must balance visibility with street clutter — too many mobile ads could dilute attention if not carefully targeted. (Arageek)
- Privacy and consent considerations arise when combining digital user data with mobile physical ad placements. (truckandfleetme.com)
Summary — Case Study + Comments
| Aspect | Details |
|---|---|
| Partners | Careem + Flyby |
| Core Innovation | Extending in-app ads onto smart, mobile OOH screens on delivery bikes |
| Deployment | Active in Dubai neighbourhoods; ~250 Flyby units currently, scaling to 1,000 planned. (Campaign Middle East) |
| Advertiser Advantage | Omni-channel reach; geo-targeted, rule-based campaigns; data synergy |
| Industry Commentary | Seen as a new bridge between digital engagement and physical visibility; good for hyperlocal reach and contextual campaigns |
| Challenges/Considerations | Balance mobile ad saturation with relevance; future integration with programmatic tools |