Dubai-based super app Careem has announced a strategic partnership with AdTech startup Flyby, aiming to transform its vast delivery fleet into a network of moving digital billboards. The collaboration extends Careem’s in-app advertising platform into the physical world, offering brands a new channel to connect with audiences on the streets of Dubai.
A New Advertising Frontier
The partnership merges Careem’s extensive ecosystem, which includes ride-hailing, food delivery, and payments, with Flyby’s innovative out-of-home (OOH) advertising technology. This allows brands advertising within the Careem app to extend their campaigns from mobile screens directly onto city streets, creating a seamless brand experience that follows customers throughout their day.
“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,” said Karim Abdelhamid, Senior Ads Sales Manager at Careem. “Through this partnership, we’re creating a truly connected brand experience that moves with customers throughout their day.”
Saher Khattab, Head of Advertising at Flyby, added that the collaboration bridges a crucial gap between the digital and physical advertising worlds. “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.”
Smart OOH Integration
Flyby provides “Smart Delivery Boxes” equipped with digital screens that are fitted onto Careem’s delivery bikes. These mobile displays bring dynamic campaigns to life across Dubai’s busiest neighborhoods, including residential communities and commercial hubs where traditional billboards are often absent.
The integration creates a powerful synergy, combining Flyby’s location-based advertising and real-time analytics with Careem’s rich customer insights. This allows advertisers to synchronize their digital messaging with a physical presence, creating more cohesive and impactful campaigns.
Driving Safety and Shared Value
Beyond its advertising capabilities, the partnership introduces an element of smart mobility and safety. Flyby’s technology provides valuable telematics data on driving patterns, including insights into speeding, harsh braking, and overall driver performance. This dual-purpose approach highlights a commitment to leveraging AdTech innovation not just for marketing, but also for building a safer and more connected urban environment.
About Careem
Careem is building the Everything App for the greater Middle East, making it easier than ever to move around, order food and groceries, manage payments, and more. Since 2012, Careem has created earning opportunities for over 3.5 million Captains, simplified the lives of over 75 million customers, and built a platform for the region’s best talent to thrive and for entrepreneurs to scale their businesses. Careem operates in over 70 cities across 10 countries, from Morocco to Pakistan.
About Flyby
Flyby is an AdTech company transforming last-mile delivery into a dynamic advertising channel. Its Smart Delivery Boxes combine digital moving OOH advertising with real-time telematics and AI-powered rider safety monitoring. With an R&D center in Munich and operations in Dubai and Abu Dhabi, Flyby is driving innovation in mobility, advertising, and road safety.
Source: Zawya
