July’s UAE Advertisers of the Month are Mall of the Emirates, Emirates Post, and Dubai Mall, each recording notable increases in Ad Awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Mall of the Emirates led with an increase in Ad Awareness from 23.3% on 27 June to 32.9% on 23 July, a gain of 9.6 percentage points. As part of its “My Summer at MOE” campaign within Dubai Summer Surprises 2025, the mall offered shoppers up to 20X SHARE points and entry into the SHARE Millionaire draw. Notable in-mall activations included the Jurassic Café by VOX Cinemas, a dinosaur-themed pop-up with interactive experiences and themed menu items, and the Formula 1 Experience featuring simulators, a full-scale car replica, influencer appearances, and branded giveaways.

Emirates Post recorded a rise in Ad Awareness from 14.9% on 26 June to 23.7% on 23 July, an increase of 8.8 percentage points. The uplift coincided with a collaboration with Dream Dubai to mark the UAE’s Year of Community. The campaign featured a AED 100,000 prize draw for customers shipping parcels over AED 25, P.O. Box activations for new subscribers, and messaging around mobility, inclusion, and community connection.

Dubai Mall saw Ad Awareness grow from 31.3% on 27 June to 40.0% on 20 July, up by 8.7 percentage points. As a key venue for Dubai Summer Surprises 2025, the mall hosted flash sales across more than 800 brands, daily raffles with luxury prizes, and live entertainment featuring Modesh and Dana, alongside a variety of family-oriented events.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in the UAE from 26 June to 25 July 2025. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.