NextWhat Advertising has secured exclusive marketing rights for ONEVASCO, the concierge service for VFS Global’s Visa Application Centre at Wafi Mall, adding a high-dwell-time location to its out-of-home (OOH) portfolio.

The centre receives more than one million visitors annually, including expatriates, business travellers and families applying for visas to more than 60 destinations. Visitor dwell time typically ranges from 20 minutes to several hours, positioning the site as a long-form exposure environment rather than a pass-through OOH format.

According to Mahesh Anchan, COO at OneVasco, the value of the site lies in the duration and context of audience engagement rather than scale. “Unlike conventional outdoor formats, the venue offers extended dwell times – often ranging from 20 minutes to several hours – allowing brands prolonged exposure and deeper engagement with premium audiences,” said Anchan.

The deal comes as the UAE’s OOH market continues to shift towards digital and premium inventory.

According to Tanvir Shah, Founder and Managing Director of NextWhat Advertising, the ONEVASCO Global agreement aligns with the company’s focus on controlled, high-attention environments rather than volume-led expansion. “With the ONEVASCO Global partnership, our strategy remains unchanged: focus on rare, high-impact assets rather than scale for its own sake,” Shah said, “Our goal is to create meaningful visibility in the most influential spaces.”