Campaign ME OOH Edition - November 2024 by Motivate Media Group

HEADLINE SPONSOR

INTRODUCTION

Visible. Measurable. Targeted. Impactful. Eﬀective. These words have come up repetitively in conversations that Campaign Middle East has had with several brands, specialist creative and digital agencies, and vendors, as well as media owners, media buyers and media planners within the out-of-home (OOH) space.

OOH remains the unsung hero, claiming a sustained spot within brands’ marketing mix, despite being categorised as ‘traditional advertising’. Several studies point to the full-funnel impact of OOH advertising – whether it’s static billboards, posters, wraps, hoardings or their digital cousins, DOOH.

This form of advertising has not only proven to catch the attention of consumers – which has become increasingly hard in our day and age – but has also shown demonstrable results in brand consideration, purchase intent and conversions, driving sales and revenue across all audience tiers from the niche luxury segment to mass appeal.

Then there’s the conversation about trust. On one hand, consumers have stated that they trust brands that advertise on OOH and find them far less intrusive than those that advertise on TV, radio and digital media. On the other hand, brands also seem to be leaning more into OOH in an era defined by data-driven decisions and transparency in measurement, when privacy concerns are a non-issue and ad fraud is infinitesimal compared with digital advertising.

That said, there’s definitely room for improvement within the industry. Leaders have sounded concerns around bureaucratic delays that plague the current approval processes. These delays not only stifle creative impact, slow down campaign execution and affect brand perception, but also are detrimental to the success of potentially impactful, large-scale campaigns.

In the current regional OOH ecosystem, accruing the true beneﬁts of programmatic OOH to optimise campaigns with real-time tracking, targeting and optimisation of campaigns remains a pipe dream.

Sustainability often remains the quiet, yet key member of the OOH WhatsApp group, which occasionally shares themes such as solar-powered billboards or biodegradable posters, and points to the beneﬁts of new technologies.

Speaking to Campaign Middle East, some leaders have vented about challenges that arise from siloes within the industry, calling for more open and honest conversations between stakeholders built on the foundations of stronger relationships and trusted partnerships. Others have called for a greater focus on quality over quantity of content to reduce the visual clutter across the region.

Another major trend within OOH – which is likely to continue for the foreseeable future – is the consolidation with the industry. Acquisitions are likely to become the norm as investors see value in the growth of OOH, which will have a domino eﬀect on decluttering, quality, and ﬂexibility in what is being deemed a supply-driven market in the Middle East.

Looking to the future, industry stakeholders must reach a semblance of consensus to move collectively toward accelerated knowledge-sharing, better accountability standards, leveraging technology and the right audience analysis tools, and more sustainable digital advertising, while addressing the skills gaps within the region’s human capital.

Above all – and tying all conversations together – there’s one common thread: the commitment (or the intent) to champion ad eﬀectiveness.

Motivate Media Group

Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae

London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com

EDITORIAL: Motivate Media Group Editor-in-Chief Obaid Humaid Al Tayer | Managing Partner and Group Editor Ian Fairservice | Campaign Middle East Editor Anup Oommen | Reporter Ishwari Khatu | Junior Reporter Shantelle Nagarajan

DESIGN: Senior Designer Thokchom Remy

ADVERTISING ENQUIRIES: Chief Commercial Officer Anthony Milne | Publisher Nadeem Ahmed Quraishi (nadeem@motivate.ae) Sales Manager Tarun Gangwani (tarun.gangwani@motivate.ae)

PRODUCTION: General Manager S. Sunil Kumar | Production Manager Binu Purandaran | Production Supervisor Venita Pinto

HAYMARKET MEDIA GROUP: Chairman Kevin Costello | Managing Director Jane Macken

of Campaign , which is the copyright of Haymarket.

opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

Redeﬁning the OOH landscape

Innovation and investment are necessary to be a leader in today’s media industry, writes Multiply Group’s Jawad Hassan.

Over the past year, Multiply Group has made substantial progress in the media sector as a result of its bullish growth strategy. Its objective is clear: it seeks to create an integrated media enterprise that offers best-in-class services and innovative solutions.

To do this, Multiply Group has been merging traditional and digital media, combining the best of both to evolve into a multi-brand powerhouse. This, it believes will enable Multiply to remain adaptable and ahead of industry trends in an ever-changing market.

“Multiply Group is pioneering a hybrid approach that combines the ﬂexibility of digital advertising with the reach of OOH.”

By tapping into both traditional and digital media opportunities, the Group is continuing to push innovation within the industry. To support this growth, Multiply has launched the Innovation Hub, fostering creativity across its portfolio companies and bolstering its leadership in the media space. As part of this vision, the Group integrates advanced AI technologies and data-driven strategies, merging traditional OOH formats with cutting-edge digital solutions to create

The spearhead of Multiply Group’s strategy is the consolidation of leading Out-of-Home (OOH) media providers across the UAE. Currently, the Group manages an extensive network of nearly 3,000 advertising units, with more than 75 assets situated along Sheikh Zayed Road—one of the region’s most coveted immersive and impactful audience experiences.

advertising locations. These assets are managed through its subsidiaries: BackLite Media, Media 247, and Viola Outdoor.

The portfolio includes a range of high-visibility digital and traditional media formats, such as unipoles, bridge banners, hoardings, lampposts, building wraps, and advertisements on public taxis and buses. This diverse range of premium media assets provides exceptional visibility, positioning Multiply Media as the leading choice for brands seeking to engage diverse and

Several emerging trends are redefining the media landscape, and Multiply Group is at the forefront of these changes. Programmatic Digital Out-of-Home (PrDOOH) advertising is a significant focus, with the Group leading the adoption of programmatic buying across BackLite Media and Viola Outdoor’s expansive Digital OOH (DOOH) network. This approach enables advertisers to purchase ad space in real time, using data insights to target audiences with precision and efficiency.

This brings us to another crucial point: strategic investments will play a crucial role in shaping Multiply Group’s media future. high-value audiences.

Beyond acquiring prime advertising locations, Multiply Group focuses on building solid partnerships with key stakeholders. These include collaborations with the Department of Municipalities and Transport in Abu Dhabi, the Roads & Transport Authority (RTA) and the Dubai Municipality in Dubai, and prominent landlords like Al Qana, Futtaim Malls, and Al Maryah Retail Company. These strategic alliances serve to solidify Multiply Media’s market position, drive sustained growth, and enable continuous expansion and diversification of its media assets. At the very same time, the Group is actively exploring further acquisitions to enhance its media portfolio within the region.

Multiply Group has also invested significantly in technology to boost operational efficiency, allowing for increased automation and real-time content delivery. As the media sector evolves, Multiply Group is pioneering a hybrid approach that combines the flexibility of digital advertising with the reach of OOH, allowing clients to create dynamic and innovative campaigns that leverage the strengths of both mediums.

Multiply Group remains focused on initiatives that yield both immediate impact and long-term value. The company aims to continue making value-accretive investments in the media space, with the ultimate goal of positioning Multiply Media for a potential listing on the local stock exchange, pending regulatory approvals.

With a forward-thinking approach, strategic investments, and a commitment to innovation, Multiply Group is solidifying its leadership in the media sector. As the Group continues to explore new opportunities and expand its presence, it remains committed to enhancing shareholder value and shaping the future of the media industry.

Jawad Hassan, Head of Media and Communications Vertical,

STREET SMART BRANDING

Join us for an insightful event focused on the OOH advertising sector in the Middle East, where industry leaders will address the critical need to foster stronger partnerships to drive mutual growth and innovation. Experts will share strategies to unlock signiﬁcant impact for brands by increasing the share of OOH in their media mix. Panelists will also highlight the need for data-driven decision-making and post-campaign mobility analysis. Presented By

DATE: November 22, 2024 TIME: 8:00 AM VENUE: The Westin Dubai Mina Seyahi

POWERFUL TOOL CUTTING THROUGH THE DIGITAL NOISE’

Speaking about the attention economy, where consumers’ time, attention, recall and loyalty have become the currency that brands and advertisers are vying for above all, Al Mufleh says OOH offers a unique advantage.

He says, “In a world where people are overwhelmed with digital content, OOH offers something unique – it’s part of the physical world. Unlike digital ads that compete for screen time, OOH engages people when they’re out in the real world. OOH provides brands with the opportunity to create bold, impactful campaigns in

UTSTANDING UTDOORS O

Sami Al Mufleh, Founder and CEO of Hills Advertising, shares his take on digital OOH, measuring effectiveness, a creative renaissance and the attention economy.

By Anup Oommen

high-traffic locations, making it a powerful tool in cutting through the digital noise.”

However, Al Mufleh also acknowledges challenges within the OOH landscape, such as the competition for attention, measuring effectiveness, and sustainability.

He says, “While digital ads give you precise data, OOH can sometimes feel less measurable. But with new technology, like mobile data integration, that gap is closing. Another challenge is the competition for attention, especially in dynamic cities such as Dubai, where there’s always something eye-catching happening. Lastly, sustainability is becoming a big priority. We need to focus on more eco-friendly materials and energyefficient digital displays, especially here in the UAE, where sustainability is a growing focus across industries.”

That said, OOH measurement capabilities have been significantly enhanced through digital technologies that permit for the gathering of real-time data, which was previously hard to obtain.

“The integration of mobile tracking and analytics tools enables us to understand audience engagement and foot traffic more accurately. In the UAE, where technology adoption is high, we can leverage smart city

initiatives and data analytics to optimise campaigns in real-time.

This not only helps brands measure effectiveness better but also allows for more strategic placements and targeted messaging, ensuring we deliver the right content to the right audience at the right time,” Al Mufleh says.

Artificial intelligence (AI) is also making significant strides in the OOH sector, according to Al Mufleh. He says it enhances creative campaigns by analysing audience preferences and streamlines operations, improving ad placement efficiency.

“In 2024, brands and clients are increasingly demanding more measurable and data-driven insights from their OOH campaigns. They want to see real-time metrics that demonstrate effectiveness and ROI, which is becoming essential in today’s competitive landscape. Globally, there’s a strong push for more innovative and interactive formats that engage audiences in new ways,” he adds.

CREATE CAMPAIGNS THAT ‘RESONATE DEEPLY WITH DIVERSE AUDIENCES’

Al Mufleh also alludes to a creative renaissance within OOH, where innovative designs and storytelling are overcoming traditional stereotypes and visual clutter.

“Advertisers are now focusing on innovative designs and storytelling that grab attention in fresh ways. With the rise of digital OOH, brands have the chance to experiment with dynamic content and interactivity, making ads more engaging and memorable,” he says.

Calling for industry leaders to take a step further, Al Mufleh adds, “However, we can always push the envelope further. In the UAE, where creativity is celebrated, there’s tremendous potential for brands to create standout campaigns that not only break through the clutter but also resonate deeply with diverse audiences.”

Al Mufleh elaborates on how OOH plays a vital role throughout the marketing funnel, from raising awareness to brand consideration and conversions.

“At the top, OOH raises awareness with eye-catching ads in high-traffic areas, effectively capturing attention. Moving down the funnel, OOH can drive interest by showcasing compelling storytelling or promotions, encouraging people to learn more. For consideration, strategically placed ads can remind consumers of a brand when they’re in the right mindset. Finally, OOH can support conversion through clear calls-toaction, guiding potential customers to stores or websites,” Al Mufleh says.

Before wrapping up the interview with Campaign Middle East, Al Mufleh shares a quick breakdown of the top demands from brands and clients.

“In the UAE, specifically, clients are looking for hyper-targeted campaigns that cater to the diverse demographics in the region. They’re also interested in out-of-the-box creative ideas that stand out in a crowded market, along with cost-efficient sites that maximise their budget while delivering impactful results,” he says.

Alliance Media

Founded: 1997 Number of staff: 250+ Regional HQ: Dubai info@alliancemedia.com

EDS FZE

Founded: 2006 Number of staff: 28

Headquartered: Dubai www.edsfze.com manish@edsfze.com eds.ae

JCDecaux Middle East

Founded: 1964

Holding group: JCDecaux SE Regional HQ: Dubai Number of staff: 247 middleeast@jcdecaux.com jcdecauxme.com

JCDecaux is the world’s largest outdoor advertising specialist and the sole international player in the Middle East, with a presence in six countries: UAE (Dubai & Abu Dhabi), KSA, Oman, Qatar, Bahrain, and Kuwait. Offering a broad range of advertising solutions in high-quality, uncluttered environments, JCDecaux stands out for its strong emphasis on innovation and data-driven strategies. By leveraging technology and insights, they empower advertisers with targeted and impactful campaigns. As a sustainable media partner, JCDecaux is committed to incorporating eco-friendly materials, energy-efficient technologies, and responsible practices in their operations. Their dedication to data-driven excellence and sustainability makes JCDecaux Middle East a pioneering force in outdoor advertising.

Founded: 1983

Holding group: Engineer Holding Group - MBC Holding Group –Public; Al Arabia Digital OOH, UAE Registered Company Headquarters: Riyadh, Saudi Arabia and Dubai, UAE Number of staff: 400+ For requests: +971 4 362 8123/ (800) 25272242; +966 92 003 3343 salesteam@al-arabia.com https://al-arabia.com

AlArabia OOH has been the leading outdoor solutions provider since 1983, providing clients with expertise across a multitude of platforms and disciplines. It has invested in companies across the entire media funnel to ensure quality from inception to delivery and successfully manage more than 25,000 media faces in the region. We’re excited to share our new integration into the UAE market.

PROPERTIES:

Dubai: 200 Megacoms (120 digital and 80 static); 18 unipoles (12 digital and 6 static ); 23 bridge banners (10 digital and 13 static); 220 static lampposts. Riyadh: Digital screens: 360 mezah, 60 digital megacom, 105 digital mupis, 37 faces The Guide, 20 digital mezahpole, 10 LEDs, and 2 digital bridge gateways located on King Fahad Bridge highway, Dukhon located in Diplomatic Quarters 20 mezah skyline digital bridges, 87 faces in Boulevard City and Riyadh International airport access roads, departures and arrivals terminals. Static/backlit billboards: 320 megacom backlit, 1260 static mupis, 32 static mezahpole.

Jeddah: Digital screens: 7 LED screens, 380 digital megacoms, 300 digital mupis and 3 giant building façade KRT and Tahlia.

Dammam/Khobar: Digital screens: 80 mezah, 40 faces digital mupis, 10 digital mezahpole, 1 LED, and 2 building façade. Static/backlit billboards: 250 megacom backlit, and 450 static mupis. Also present in 32 cities in KSA: Makkah, Madinah, Tabouk, Jazan, Qassim, Buraidah etc.

LEADERSHIP PANEL

Jalal Khanfour Chief Commercial Officer

Mohamed Al Khereiji CEO

Fai Bin Masoud Business Development Director

INDUSTRY

SNAPSHOT

JALAL KHANFOUR

Chief Commercial Officer

Al Arabia is the leading outdoor solutions provider since 1983, offering clients expertise across a multitude of platforms and disciplines. It has invested in companies across the entire media funnel, Arabian Contracting Services Co., and has announced that its UAE sector’s Al Arabia OOH Digital Company has been granted the rights for outdoor billboards in Dubai worth more than $142 million (AED 522 million). The total number of advertising billboards is 350+, which are in various areas in the Emirate of Dubai , offering different product ranges of outdoor mediums.

Al Arabia OOH Digital Company’s objectives for this expansion in the UAE include establishing a strong brand presence in Dubai and building relationships with local partners and communities. Additionally, we aim to leverage our existing expertise from our successful operations in KSA, ensuring that we adapt our offerings to meet the specific preferences of the Dubai market.

COULD YOU SHARE THE STRATEGIC THOUGHT PROCESS BEHIND THE EXPANSION INTO THE DUBAI MARKET? WHAT ARE YOUR KEY OBJECTIVES/ SHORT-TERM PLANS FOR THE MONTHS AHEAD IN 2024?

The decision to expand into the Dubai market was driven by several strategic considerations. First, Dubai’s vibrant outdoor culture and its diverse population present a unique opportunity for growth. Dubai’s vibrant atmosphere and diverse population offer a unique opportunity for brands to stand out, and we’re here to elevate that experience! The demand for outdoor recreational activities and products is on the rise, fuelled by both residents and tourists seeking unique experiences. Our key objectives for this expansion include establishing a strong brand presence in Dubai and building relationships with local partners and communities. Additionally, we aim to leverage our existing expertise from our successful operations in KSA, ensuring that we adapt our offerings to meet the specific preferences of the Dubai market. This strategic approach will allow us to create a meaningful impact and build a loyal customer base as we grow in this dynamic environment. It’s our commitment to helping brands connect with their audience in impactful ways.

IN YOUR OPINION, WHAT IS DRIVING THE MOVE TOWARDS DIGITAL BILLBOARDS AND DOOH?

The move towards digital billboards and DOOH is not just a trend; it represents a fundamental shift in how brands communicate with consumers, driven by the desire for impactful, engaging, and sustainable advertising solutions.

Digital billboards offer advertisers the ability to create lasting impressions through

“The move towards digital advertising reflects our commitment as a new entrant in the Dubai market, dedicated to helping brands connect with their audiences in impactful, engaging, and sustainable ways through a data-driven approach and a true network.”

industry in Dubai can elevate its impact and deliver more value to brands and consumers alike.

Effective measurement of campaign performance remains a significant hurdle. Simplifying designs and focusing on impactful storytelling can enhance engagement and make ads more memorable. Developing better measurement tools that provide insights into reach, engagement, and conversion will help advertisers assess the effectiveness of their campaigns and optimise future strategies.

Lastly, the placement of media across the city is another crucial challenge. It’s important to target the right audience effectively, ensuring that advertisements reach their intended demographic while maximising overall visibility and impact for each campaign.

WHAT ARE YOUR OPINIONS ON THE GROWTH OF PROGRAMMATIC WITHIN OOH AND THE DEMAND FROM BRANDS/ CLIENTS FOR MORE MEASURABLE DATA TO HIGHLIGHT THE EFFECTIVENESS AND IMPACT OF THE CAMPAIGN ITSELF?

The DOOH advertising industry is demanding targeted and personalised campaigns to reach specific audiences. They want relevant content based on factors like location, time, and demographics. Real-time content updates are also desired to adapt messaging quickly. Clients are interested in using data analytics to measure campaign effectiveness and gather insights for future improvements.

Ultimately, clients are seeking personalised, adaptable, and data-driven dOOH solutions to maximise the impact of their advertising efforts and to acknowledge their return on investment. For now, dOOH is not implemented 100 per cent outdoors, and it will take a lot of time to reach this level of deliverables and measurements.

dynamic, eye-catching content , and they allow brands to tailor their messages based on the time of day, audience demographics, or current events , with a high resolution to showcase their visuals in a more advanced and technical way compared to traditional billboards. This flexibility not only enhances engagement but also increases the effectiveness of campaigns, ultimately leading to a higher return on investment. For brands, DOOH advertising significantly boosts awareness and reach. With strategically placed digital screens in high-traffic areas, brands can connect with a broad audience, enhancing visibility.

Another compelling aspect of digital billboards is that they can be programmed to adapt to environmental conditions, further enhancing their sustainability.

COULD YOU SHARE YOUR THOUGHTS ON THE MAIN CHALLENGES THAT NEED TO BE ADDRESSED WITHIN THE INDUSTRY?

The outdoor advertising industry, especially in a dynamic market like Dubai, faces several challenges that must be addressed to maximise its potential , specifically with many OOH suppliers/players in this market. By focusing on creative quality, measurement, strategic placement, and transparency, the outdoor advertising

WHAT TOP TRENDS WITHIN THE OOH INDUSTRY DO YOU THINK WILL DEFINE AND SHAPE THE INDUSTRY IN THE MONTHS TO COME?

These trends will significantly shape the OOH landscape in Dubai, driving innovation and creating new opportunities for advertisers to connect with their audiences effectively.

Enhanced digital integration: The transition towards digital OOH advertising will continue to gain momentum.

Sustainability initiatives: Brands will increasingly seek eco-friendly advertising solutions, such as energy-efficient displays and sustainable materials.

Data-driven targeting: The use of advanced data analytics will revolutionise how outdoor advertising is planned and executed , along with DOOH programmatic tools and measurements.

Interactivity and augmented reality (AR): As technology evolves, we can expect to see more interactive and immersive experiences in OOH advertising. Incorporating AR elements into campaigns can engage consumers on a deeper level, allowing them to interact with brands in innovative ways. This trend not only captures attention but also fosters a stronger emotional connection with the audience.

Out-of-home (OOH) advertising has become an integral thread in the fabric of our daily lives, quietly weaving its way into the spaces we occupy in an unnoticeable manner until its influence becomes undeniable. In a world consumed by endless digital noise, OOH stands out as an un-skippable, unmissable, and inescapable medium. Unlike digital ads, which can be ignored or closed with a simple swipe, OOH advertising takes on an inherent presence, integrating seamlessly within the very structure and landscape of modern cities. Whether you’re stuck in traffic or navigating a crowded urban street, OOH ads stand tall, unflinching in their visibility.

The genius behind OOH lies in its subtlety and omnipresence. By becoming part of the scenery, these ads blend into the background yet stand out just enough to leave a lasting impression. There are no intrusive pop-ups, annoying autoplay videos, or force-feeding of content. They’re there when you’re ready to notice them, and yet, by the time you do, they’ve already worked their way into your psyche. From billboards that stretch above highways to digital displays that flash in sync with the city’s rhythm, OOH ads have become definitive parts of our environment, effortlessly embedding themselves into our daily routines.

This continuous exposure ensures that advertising or brand messages aren’t just seen but are absorbed gradually. Relying on repetition as a key strength, they build familiarity and trust without the need for direct interaction. It’s not about bombarding people with messages but rather offering subtle reminders that become ingrained over time. The rise of digital OOH has further enhanced these capabilities, allowing for more creative and dynamic ads that not only catch the eye but engage the mind. This marriage of traditional methodology with cutting-edge technology has cemented OOH’s place in the modern advertising world, especially at a time when online space is becoming more saturated than ever before.

As the race for consumer attention becomes increasingly competitive, OOH presents a refreshing alternative – one that doesn’t compete for space on a screen cluttered with distractions. Instead, it claims real-world territory, creating a moment of engagement that can’t be avoided or scrolled past. This gives OOH an unparalleled advantage, offering brands a physical presence that stands in stark contrast to the ephemeral nature of digital ads. In an era when attention has become a commodity, it’s this tangibility and inescapability that make OOH so effective.

Furthermore, the permanance of OOH advertising, particularly with large-scale installations, enables brands to deliver powerful, bold messages that linger in the public consciousness. Unlike digital ads, which disappear as quickly as the next swipe, OOH serves as a constant reminder. Whether it’s for a day, a week or a month, OOH ads endure and speak to audiences without interruption. With innovations such as digital billboards, brands can now combine the immediacy of digital advertising with the impact of physical presence, bridging the gap between the online and offline worlds.

This evolution, however, isn’t just about technology. As sustainability becomes an increasingly urgent priority for cities, the OOH industry is also adapting. Advertisers and media owners are under pressure to minimise their environmental footprint, and we’re seeing a shift toward greener, more responsible practices. Whether it’s using energy-efficient digital displays or crafting billboards from recyclable materials, there’s a growing recognition that OOH must evolve in line with global sustainability goals. Some companies are already leading the charge, integrating renewable energy sources into their assets, but the industry at large will need to innovate further to meet these demands.

In addition to environmental considerations, creative strategies in OOH are also evolving. A decade ago, advertisers would often repurpose digital content for OOH platforms, with little consideration for the unique demands of the medium. But, as brands have come to realise, OOH is a

EVOLVING WITH PURPOSE

From sustainability to creativity, Arabian Outdoor’s Fawzi Tueni shares how OOH advertising adapts and stays strong in the changing media landscape.

‘‘IN FAST-PACED CITIES LIKE DUBAI, WHERE TRAFFIC CAN ZIP PAST AT 120 KM/H, THERE IS NO TIME FOR INTRICATE

different beast altogether. It operates in a space where time is a luxury – whether a commuter is rushing past at high speeds or glancing up during a brief stoplight, the message needs to be quick, clear, and compelling. Complexity doesn’t work here. It’s all about simplicity, focusing on the essentials to ensure the message cuts through the noise of daily life.

In fast-paced cities like Dubai, where traffic can zip past at 120 km/h, there is no time for intricate storytelling. Ads that are cluttered with too many elements simply don’t resonate. Brands have learned, often the hard way, that less is more. Today’s successful OOH campaigns typically feature a handful of core elements – nothing more than what’s needed to capture the audience’s attention and drive the message home. But even as OOH continues to evolve and adapt, challenges remain. Not every brand has grasped the nuances of the medium, and some still fall into the trap of trying to say too much in too little time. The tension between creativity and clarity remains a constant and key balancing act for advertisers. As we move towards the end of 2024 and beyond, the industry will need to navigate this tension carefully to maintain the effectiveness and relevance of OOH in an increasingly fragmented media landscape.

By Fawzi Tueni, COO, Arabian Outdoor

Eye Media

Founded: 2003

Holding group: Eye Group Number of staff: 25

Headquartered: Dubai www.eyemedia.ae info@eyemedia.ae

Hivestack

Founded: 2017

Holding group: Hivestack

Regional HQ: London Number of staff: 150+ info@hivestack.com

Hivestack is the largest independent, global, full stack, ad tech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 35+ countries across the globe.

Hills Advertising LLC

Founded: 2003

HQ: Dubai Number of staff: 130 www.hillsadvertising.com info@hillsadvertising.com

Hills Advertising LLC was established in Dubai in 2003. Hills’ vision being to lead and actively develop the outdoor advertising market within the Middle East.

Hills Advertising has become one of the largest and most experienced owner and operator of outdoor advertising in Dubai. The teams’ vast experience, creativity and passion for outdoor advertising have enabled Hills to become a valued media partner for local and international clients and agencies.

PROPERTIES:

Dubai: Sheikh Zayed Road (backlit bridge banners; free standing LED Bridges “Golden Gates”, Al Wasel Road (bridge banners); Al Khail Road (backlit bridge banners); Mohammed Bin Zayed Road (backlit bridge banners);Expo2020 Media on Expo Road and MBZ Road (backlit bridge banners, large format hoardings); Al Sofouh Road (backlit bridge banners); Bani Yas Road (LED unipole); Financial Center Road (LED Wall Sign); Airport Road (backit bridge banners, backlit lampposts); Dubai South & Maktoum Airport approach Rd. (backlit lampposts, flags, hoardings); Private Jet Terminal (solar mupis); Al Rebat Road (backlit bridge banners); Deira (bridge banners); Ittihad Road (backlit unipoles).

Jordan: Unipoles, wall banners, bridges, lampposts covering the Capital Amman, Queen Alia Airport Road, Dead Sea Road, Aqaba City, Irbid City

Founded: 1995

Holding group: Choueiri Group

CEO: Pierre Choueiri

COO: Fawzi Tueni

FTueni.AOUAE@choueirigroup.com

As part of Choueiri Group which channelises advertising budgets across the full spectrum of communication platforms (TV, radio, print, digital and outdoor), Arabian Outdoor UAE has served as a market-leading force in the UAE’s OOH market since 1995.

Today the fully integrated media house extends a comprehensive range of outdoor vehicles – varying from lamposts, megacoms, unipoles and bridge banners to the largest and most strategically significant mupi network in the UAE. The company’s track record of innovation reflects its vast capabilities and dedication to providing advertisers with greater flexibility, creativity and effectiveness.

PROPERTIES:

Dubai: 800 mupis; 661 lampposts; 65 megacoms; 7 unipoles; 4 SZR bridge banners; 4 digital Dubai Canal Towers

Abu Dhabi: 414 mupis; 109 megacoms; 27 unipoles

LEADERSHIP PANEL

Fawzi Tueni COO

Pierre Choueiri CEO

Founded: 1996

Holding group: Multiply Group

Regional headquarters: Dubai

Number of staﬀ: 33 backlitemedia.com

+971 4 446 7540 info@backlitemedia.com

Headquartered in the United Arab Emirates, with oﬃces in Abu Dhabi and Dubai, BackLite Media is a specialist out-of-home media company renowned for its innovative approach and commitment to pushing the boundaries of advertising.

As the leading partner of Roads and Transport Authority (RTA), BackLite Media boasts stand-out locations along the iconic Sheikh Zayed Road. These premier locations, combined with operations in high-proﬁle malls, destinations, and cinema advertising venues such as The Galleria Al Maryah Island, Al Qana, and Dubai Festival City, position BackLite Media as a key player in delivering unparalleled advertising reach throughout individuals’ daily journeys in the UAE.

BackLite Media’s success is a testament to its ability to adapt to the dynamic advertising landscape while maintaining a commitment to creativity and innovation as the company continues to shape the future of out-of-home media.

PROPERTIES:

Dubai: The Outdoor Collection – 19 unipoles (2 digital) on Sheikh Zayed Road between World Trade Centre Roundabout and Mall of the Emirates. 2 unipoles on Sheikh Zayed Road at the main entrance to JAZFA.

The Landmark Series – 6 premium digital boards on Sheikh Zayed Road between the World Trade Centre Roundabout and Mall of the Emirates.

Cinemas – Roxy Cinemas and Novo Cinemas across the UAE. Malls – Dubai Festival City Mall

Abu Dhabi: The Landmark Series – 3 premium digital billboards on Al Khaleej Al Arabi Street.

Destinations & Malls – The Galleria Al Maryah Island; Al Qana.

INDUSTRY SNAPSHOT

JAMES HARRISON

Chief Product Officer

WHAT OOH INNOVATION HAS EXCITED YOU THE MOST RECENTLY AND

WHY?

One of the most creatively-inspiring innovations I want to see more of is the use of augmented reality (AR) in OOH advertising. AR adds a layer of interactivity and immersion that traditional ads can’t match. Imagine billboards that allow passersby to interact with virtual objects or characters overlaid on the real-world scene through their smartphones. This technology grabs attention and creates memorable experiences that enhance brand recall and engagement. It’s a fascinating blend of creativity and technology, reshaping how brands connect with their audiences in the physical world.

ARE AUDIENCE ANALYTICS AND PROGRAMMATIC DOOH CHANGING THE ADVERTISING LANDSCAPE?

At BackLite, we’ve integrated our inventory with global supply-side platforms (SSPs). By leveraging real-time data through AdMobilize and mobility data through Streach, we can precisely analyse foot traﬃc, demographics, and behavioural patterns. This enables us to create more personalised, relevant campaigns that

engage speciﬁc audiences. Clients have realised that the programmatic DOOH allows for real-time optimisation and ensures that brands can maximise their reach and ROI with datadriven decisions. The acquisition by Multiply Group allows us to do something that couldn’t be done before: create scale, which is the lifeblood of PrDOOH; we can now oﬀer massive reach across Dubai and Abu Dhabi.

IS AI MAKING A MARKED DIFFERENCE REGARDING CREATIVE AND OPERATIONAL EFFICIENCIES WITHIN THE OOH SPACE?

Yes. I can confirm that it’s here and assisting us in predicting traffic flows with AdMobilize, analysing content to enhance creativity with Neurons, and gauging attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign. This opens new possibilities for brands to deliver more relevant and engaging messages. From an operational perspective, AI-driven tools are helping us streamline processes such as inventory management, media planning, and audience targeting. It’s allowing us to run smoother campaigns and deliver better client results.

HOW HAVE DIGITAL TECHNOLOGIES ENHANCED MEASUREMENT CAPABILITIES?

They have been providing more precise and detailed data on campaign performance. We

gain better insights into viewer demographics, engagement duration, and post-interaction behaviours through advanced audience tracking, location-based data, and integrated third-party platforms. These improved measurement tools enable us to deliver transparent reporting to clients, allowing them to grasp the direct impact of their campaigns and make real-time adjustments for optimal outcomes. This heightened accountability and data accuracy have transformed OOH into a vital component of every integrated marketing strategy.

LEADERSHIP PANEL

James Harrison Chief Product Oﬃcer

James Bicknell Chief Executive Oﬃcer

Ahmed Emam Chief Revenue Oﬃcer

Dean Crossland Chief Financial Oﬃcer

Sean Gadsby Head of Programmatic

Ownership: Imad Zakaria Jomaa, Rabih Adnan - JGROUP

Regional headquarters: Dubai-UAE

Number of staff: 30 contourmedia.me

+971 4 276 4493 rabieh.adnan@contourmediame.com

Contour Media FZ LLC is the premier provider of out-of-home media solutions in the UAE. We believe that our commitment to quality will be a valuable asset to clients in all aspects. We offer out-of-home advertising solutions, branding, billboards, digital billboards, unconventional out-ofhome advertising, and other outdoor advertising options that are sure to meet your needs.

PROPERTIES:

City Walk, Giga on Al Safa Road, Blue Waters, Al Seef, JBR The Walk, JBR The Beach, Box Park, Al Khawaneej, Canal, The Outlet Village, Sharjah Megacoms, Boat Screen, Sheikha Fatima Park, The Static Live advertising sites include SZR - Marina Hoarding, Fraser Hoarding SZR (Front Lit), Hessa Hoarding, Al Khail, Umm Suqeim, DIFC Hoarding, Abu Dhabi Hoarding, and Sharjah Hoarding. Further locations for hoarding include MBZR Hoarding, RAK Hoarding, Garn Al Sabka 1, and Al Khamila.

INDUSTRY NEWS

LEADERSHIP PANEL

Contour Media selected as exclusive media partner for Dubai Holding Asset Management’s (DHAM) iconic destinations

Contour Media is proud to announce its selection as the exclusive Media Partner for Dubai Holding Asset Management ‘s distinguished portfolio of destinations, comprising JBR, Bluewaters, Boxpark, The Outlet Village, Khawaneej Boxpark, and Al Seef.

Following an extensive evaluation process, Contour Media emerged as the preferred partner due to its innovative approach and commitment to excellence in media services. This partnership marks a significant milestone in our continued collaboration with DHAM, reinforcing our role in

enhancing the visibility and engagement of these renowned destinations.

“We are honoured and excited to be entrusted with this responsibility,” said Rabih Adnan, MD of Contour Media. “Our team is dedicated to delivering impactful media strategies that resonate with visitors and stakeholders alike, elevating the experience across these iconic locations.”

As part of this partnership, Contour Media will leverage its expertise in media to support DHAM’s strategic objectives. This collaboration underscores our shared

commitment to driving growth, innovation, and customer satisfaction within the vibrant landscape of Dubai’s leisure and retail.

DHAM owns and operates a distinguished portfolio of malls, destinations, and community centres, featuring a comprehensive mix of international and local retail, food and beverage concepts, and world-class entertainment experiences. These destinations deliver memorable experiences that attract millions of visitors each year, elevating the city’s position as a global centre for tourism and leisure.

Yves Waked Group Commercial Director

Rabih Adnan CEO

Wissam El Deek Sales Director

Rita Nahed Sales and Development Director

Don Dunstan Wijegunartne Sales Director

INDUSTRY SNAPSHOT

RABIH ADNAN

Managing Director

WHAT MAKES OOH ONE OF THE MOST EFFECTIVE TRADITIONAL FORMS OF ADVERTISING?

Out-of-home (OOH) advertising remains one of the most effective traditional forms of advertising for several reasons:

1. High visibility and reach

OOH ads are placed in strategic, high-traffic locations such as motorways, urban centres, public transit systems, and airports. These locations ensure that a large number of people see them multiple times during their daily commutes. The scale and prominence of billboards, transit ads, and other OOH formats make them difficult to ignore, unlike digital ads that can be blocked or skipped.

2. High exposure

OOH ads are constantly visible, operating around the clock. Unlike other forms of advertising that rely on scheduled times (TV, radio) or engagement (online ads), OOH delivers continuous exposure, which reinforces brand messages and builds recognition over time.

3. Minimal distraction

Consumers often encounter OOH ads when their attention is less fragmented. While commuting or walking, people tend to be less distracted by mobile devices, emails, or other media, making OOH ads more noticeable compared to digital ads competing for attention.

4. Localised targeting

OOH allows for precise geographic targeting. Brands can position ads in specific neighbourhoods, cities, or areas to appeal to local demographics or convey region-specific messages. This is particularly useful for promoting retail stores, events, and local services.

5. Creativity and impact

The large canvas of OOH ads provides room for creativity. From massive billboards to interactive bus shelters and digital displays, brands can create bold, visually striking ads that capture attention and leave a lasting impression. Digital OOH also adds the dynamic capability of changing content in real time to match specific audiences or contexts.

CAN YOU COMMENT ON HOW DIGITAL TECHNOLOGIES HAVE ENHANCED MEASUREMENT CAPABILITIES OVER THE PAST YEAR?

Digital technologies have significantly enhanced measurement capabilities in advertising, including out-of-home (OOH), over the past year. Several innovations have enabled advertisers to track the effectiveness of their campaigns more accurately and make data-driven decisions. Here are key ways digital advancements have improved measurement:

1. Real-time data collection

Digital technologies have made it possible to collect real-time data on audience behaviour and ad performance. This includes monitoring impressions, engagement, and other key metrics through connected devices such as smartphones, smart billboards, and sensors.

2. Mobile location data

The use of mobile location data has revolutionised how advertisers measure exposure. Geolocation technologies allow marketers to understand when and where consumers are exposed to OOH ads, based on their physical presence. This data enables advertisers to assess audience reach, demographic breakdowns, and even behavioural patterns, improving the accuracy of campaign targeting and measurement.

3. Attribution models

Attribution in OOH has improved with the help of digital integration. Advertisers can now track whether a consumer who viewed an OOH ad later interacted with the brand online or visited a physical location. With digital technologies, it’s easier to connect OOH ad exposure to online actions, such as app downloads, website visits, or social media engagement, through methods like geofencing and retargeting.

4. Enhanced audience segmentation

Digital tools enable deeper insights into audience segments by combining OOH data with firstparty and third-party data from mobile apps, social media, and purchase histories. This allows advertisers to fine-tune their targeting by focusing on specific demographics, interests, or behaviours, and subsequently measure how different segments respond to ads.

WHAT HAVE BEEN THE TOP DEMANDS FROM BRANDS AND CLIENTS IN 2024?

In 2024, brands and clients have been focusing on several key demands as they navigate evolving consumer behaviours and the rapidly changing digital landscape. Here are the top demands:

1. Data-driven insights and personalisation

Brands are demanding more advanced data analytics to understand customer behaviours, preferences, and purchasing patterns. They want campaigns that use these insights to deliver personalised, relevant messaging.

2. Omnichannel integration

Clients are prioritising seamless integration across multiple platforms, ensuring that the brand experience is consistent whether customers are engaging with a brand online, in-store, or via out-of-home ads. Brands want campaigns that tie together online and offline touchpoints, such as linking OOH advertising with mobile engagement, social media, and e-commerce.

3. Sustainability and ethical advertising

Sustainability has become a major focus for brands, with many demanding greener and more eco-friendly solutions. Brands are seeking advertising campaigns that reflect their environmental and social values, including using sustainable materials in OOH advertising or

aligning with media outlets that promote responsible content. Ethical advertising, which includes DEI (diversity, equity, and inclusion) and avoiding harmful stereotypes, is also a key focus.

4. Higher ROI and attribution

The need for clear, measurable return on investment (ROI) has intensified. Brands expect greater transparency in how ad dollars are being spent and how effectively those campaigns are driving conversions.

5. Programmatic and automation

Automation through programmatic advertising has become an expectation across channels, including OOH. Brands are demanding greater efficiency in media buying and ad placements, with the ability to adjust campaigns in real time based on performance data.

6. Creative flexibility and innovation

As attention spans shrink and competition for attention grows, brands are pushing for more creative and innovative campaigns. They want flexibility in ad formats and messaging, with room for bold, interactive, and immersive experiences. Creative innovation, particularly in digital OOH, is seen as a way to stand out and captivate audiences.

7. Privacy and compliance

With increasing consumer concerns over data privacy and tightening regulations (such as GDPR and CCPA), brands are demanding that their advertising partners ensure compliance with data protection laws. They seek secure, privacy-conscious methods to track consumer behaviours, especially in digital advertising, without infringing on personal data rights.

8. Direct-to-Consumer (DTC) marketing

Many brands are focusing on direct-to-consumer strategies, bypassing traditional retail channels to engage customers directly. This has led to increased demand for advertising solutions that can drive online sales, build first-party customer data, and foster stronger relationships with consumers through personalised marketing and e-commerce.

In the ever-evolving landscape of out-of-home (OOH) advertising, cinema venues are emerging as a wonderful landscape for brands. Gone are the days when a basic poster of Arnold Schwarzenegger as the T-800 Terminator featured outside a theater.

Today, with the rise of digital signage, cinema operators are crafting engaging, interactive environments that elevate the audience experience. These dynamic displays, strategically placed outside theatres, captivate moviegoers from the moment they arrive – offering brands an unparalleled platform to connect with their target audience.

and auditory experiences in a way few other environments can match.

One of the key advantages of cinema digital screen advertising is the sheer scale of the displays relative to the space. In locations like Mall of the Emirates or Dubai Mall, the size of digital screens in the cinema foyer area is imposing compared with the available space. This ensures that advertisements are virtually impossible to miss.

Cinema advertising also benefits from a unique content ecosystem. Compared with mall environments, cinemas have less advertising clutter, significantly reducing the risk of ad fatigue or avoidance. Cinema screens don’t just display advertisements; they seamlessly blend ads with movie trailers and other entertainment content, creating a more engaging and less intrusive advertising experience.

OOH … THAT DELIVERS A BLOCKBUSTER IMPACT

Motivate Val Morgan’s Avinash Udeshi shares how cinema advertising can help brands make a truly larger-thanlife impression.

While in-mall displays and screens can garner impressions, they often fall into the category of fleeting encounters, akin to traditional billboards and street-level displays. These mediums typically offer what industry insiders call ‘transition impressions’, where viewers are en route to their destinations.

Cinema advertising, in contrast, presents a unique advantage. Unlike mall visitors who are often in transit, cinemagoers have reached their intended destination. They are exactly where they want to be – at the movies.

Moviegoers typically arrive in a relaxed, joyful state of mind – comparable to a holiday mood. This positive emotional state makes them more receptive to messaging and brand experiences, a phenomenon supported by Hearst’s ‘Power of Positivity’ study in 2023. The cinema setting itself is designed for engagement, priming audiences for visual

A recent case study highlighting the effectiveness of cinema digital screen advertising was seen with the release of ‘Taylor Swift: The Eras Tour’. The campaign leveraged the power of digital screens, especially the IMAX entrance screens for brands at Mall of the Emirates. As fans queued for hours in front of the IMAX theatre, they provided extended exposure to promotional content.

The excitement surrounding the event created a perfect storm of audience attention and emotional investment. This campaign generated one of the highest impression rates ever recorded on these screens, demonstrating the potential of welltimed, targeted cinema advertising.

Over the past four years, the number of digital screens within cinema complexes has grown dramatically. From 2020 to 2024, our network experienced an astounding 160 per cent increase in digital screen installations. This surge is not just about quantity but about enhancing the overall experience with immersive, interactive advertising.

The digital landscape in cinemas includes various sizes, each offering a unique way to engage audiences. Digital pillars stand tall in high-traffic areas, greeting guests as they enter and setting the tone for their cinema experience.

Hero screens, positioned strategically above concession areas, command attention right where customers are making purchase decisions. Digital Poster Screens are ideal to mimic movie announcements with teaser campaigns of ‘Coming Soon’ launches and then making the grand reveal with ‘Now Showing’.

For brands looking to make a larger-than-life impression, these placements are invaluable.

What elevates this advertising approach is the synergy between these digital screens and traditional on-screen cinema ads. Together, they create a cohesive, multi-touchpoint

‘‘CINEMA ADS ENABLE BRANDS TO CONNECT WITH POSITIVELY ATTENTIVE AUDIENCES.”

experience that lingers with the audience even after the movie ends.

Picture a moviegoer seeing your brand on a digital pillar upon entering, receiving a reminder on the hero screen while buying snacks, walking along the concourse corridor beside the digital poster boxes and then encountering the main feature of your campaign on the big screen. It’s a seamless brand journey that leverages the captivating power of cinema.

Looking ahead, 2025 is set to be a blockbuster year, with an exciting lineup of high-profile sequels and original releases that promises to drive a significant increase in cinema traffic – the highest in the post-pandemic era. As the line between advertising and experience continues to blur, cinemas offer brands fresh opportunities to tell their stories in ways that feel natural and engaging.

By integrating content across both cinema digital screens and the main screen, cinema advertising delivers a ‘blockbuster’ impact, enabling brands to connect with positively attentive, receptive audiences in a premium environment. It isn’t just about advertising anymore; it’s about being an integral part of the cinema experience. In a world where capturing attention is increasingly challenging, cinema always delivers a story worth experiencing.

By Avinash Udeshi, Chief Operating Officer, Motivate Val Morgan

Fueled By Inspiration Driven By Innovation Powered By Technology

PUBLIC TRANSPORT

SIGNATURE

DUBAI METRO

PALM MONORAIL

STRATEGIC OOH/DOOH HOARDINGS

RETAIL MEDIA

IN-MALL

IN-STORE

EXPO CITY DUBAI

NAKHEEL COMMUNITIES

HUDAYRIYAT ISLAND

ENOC PETROL STATIONS

Impactful Urban Domination

4B+ Pass-Bys

7.8B+ Impressions Monthly

PUBLIC TRANSPORTATION

Unmatched Presence Across Dubai‘s Transit Hubs

53 Stations

125 Trains

260M+ Riders Yearly

117M+ Monthly Impressions 428K+ Reach 0 % Clutter

The Palm Jumeirah EXIT

The Palm Jumeirah ENTRANCE

Monthly Income

123 % Higher than Dubai Average Income Luxury Meets Impact

PALM JUMEIRAH

The Future of DOOH Advertising

HMX DOOH Platform

Empowering Brands with AI Audience Measurement and Real-Time Campaign Targeting

InsuranceMarket.ae’s Avinash Babur explains the role of OOH in delivering on promises.

In today’s fast-paced world, where digital platforms dominate consumer attention, standing out as a brand requires more than just advertising. It requires authenticity, consistency and the ability to deliver on promises day in and day out. Out-of-home (OOH) advertising, often viewed as a traditional medium, has evolved to play a critical role in reinforcing these values, especially in competitive and dynamic markets such as the UAE.

At its core, brand building isn’t just about clever ads or catchy slogans. It’s about embedding the brand into the everyday lives of consumers, offering reliability and consistently demonstrating trustworthiness. OOH is a powerful channel for achieving this: by being visible, present and unwavering in its message, it helps reinforce a brand’s identity and create a lasting impact.

OOH: A STRATEGIC CHOICE FOR TRUST AND VISIBILITY

The UAE is a region where mobility is central to daily life, with busy roads and bustling public transport systems. This urban vibrancy makes OOH campaigns thrive. However, in such a saturated market, the challenge isn’t just to be seen – it’s to be remembered.

Whether through humour, warmth, or a focus on human-centred messaging, brands that can create a memorable connection with their audience are the ones that stand out in the sea of sameness. In this way, OOH becomes more than just an ad; it becomes a reflection of the brand’s personality and values.

REINFORCING THE BRAND PROMISE THROUGH OOH

The true power of OOH lies not just in visibility but in its ability to reinforce a brand’s promise. For many brands, that promise is centered on ease, reliability or customer-first service. OOH offers an opportunity to consistently deliver this message in a way that feels authentic and credible. In fast-growing cities like Dubai, where consumers are constantly on the go, OOH provides a unique advantage, offering multiple touchpoints in daily life that can help reinforce the brand message.

This omnipresence ensures that the brand stays top of mind, whether consumers are commuting to work, driving through the city or walking through

example, during periods of natural disruption, such as floods or extreme weather for insurance providers and platforms, companies have an opportunity to demonstrate their commitment to customer service. Brands that prioritise their customers’ needs during these times, by offering efficient and transparent service, build lasting trust that extends far beyond advertising. When brands deliver on their promises, especially under pressure, it reinforces the trust and loyalty that have been cultivated through OOH and other forms of communication. This realworld testing of a brand’s promise is what solidifies customer relationships in the long term.

CHALLENGES IN THE OOH SPACE: OVERSUPPLY AND MARKET NOISE

While OOH is an effective tool for brand building, it’s not without challenges. One of the most pressing issues in markets like Dubai is the oversupply of inventory. With an increasing number of billboards, digital screens, and other OOH formats vying for attention, brands face the challenge of cutting through the noise. The sheer volume of OOH options can dilute the effectiveness of even the most wellcrafted message.

OOH enables brands to remain consistently visible in high-traffic locations, from metro stations to billboards. In industries where trust is paramount, such as insurance or banking, OOH provides a platform for brands to continuously reinforce their reliability and commitment, building trust over time. The persistent presence of OOH can serve as a physical reminder that the brand is always available, providing a crucial touchpoint that fosters familiarity and credibility.

DISTINCTIVENESS IN OOH: STANDING OUT IN A SATURATED MARKET

In a landscape where countless messages compete for attention, brands are increasingly looking for creative ways to differentiate themselves. Some have found success by using distinctive brand assets, whether there are a recognisable logo, colour scheme or even a mascot. This level of recognisability can create a sense of emotional connection and humanise the brand, making it more relatable in a market where consumers are constantly bombarded with information.

OOH campaigns that incorporate unique, engaging elements tend to resonate better with audiences.

busy areas. Over time, these repeated exposures build a level of familiarity that strengthens trust.

ROLE OF OOH IN BUILDING LONG-TERM RELATIONSHIPS

In recent years, OOH has evolved from a primarily promotional tool to a platform for building brandfirst strategies. Brands are increasingly shifting their focus from product-specific campaigns to messaging that highlights their core values and long-term mission. This shift is driven by the understanding that consumers are not just looking for transactional interactions – they want to connect with brands on an emotional level. OOH, when used effectively, can communicate these values in a way that transcends the immediate sales pitch. It can serve as a platform to showcase the brand’s commitment to its customers, its focus on service, or its dedication to quality. In this way, OOH becomes an essential part of a brand’s long-term relationship-building efforts.

REAL-WORLD TESTING OF BRAND PROMISES

Ultimately, brand-building doesn’t end with visibility – it’s about how well brands live up to their promises, especially during critical moments. For

This oversupply also affects the market in terms of pricing and quality. Brands must be strategic, ensuring that they secure prime, high-visibility locations that align with their broader brand strategy. It’s not just about finding a space – it’s about finding the right space. In a market where visibility alone is no longer enough, the placement of OOH assets becomes a critical part of maximising impact.

OOH AND THE FUTURE OF BRAND BUILDING

As the media landscape continues to evolve, OOH will remain a pivotal tool in building strong, recognisable brands. The rise of digital OOH, in particular, offers even more flexibility for brands to create campaigns that are visually striking, interactive and adaptive to real-time needs.

While the medium may change, the fundamental truth remains: OOH’s power lies in its ability to consistently deliver a brand’s promise. By maintaining a brand-first approach that emphasises trust and emotional connection, OOH can help build long-lasting relationships with consumers that go far beyond transactional interactions.

OOH is more than just a high-visibility channel – it’s a tool for embedding a brand into the lives of consumers. Through strategic placements, creative executions and a consistent brand message, OOH helps brands build trust, foster loyalty and deliver on their promises.

By navigating the challenges of oversupply with thoughtful strategy and collaboration with the right partners, OOH continues to be a critical pillar for longterm brand-building efforts in competitive markets.

By Avinash Babur, Founder & CEO, InsuranceMarket.ae

BUILDING A BRAND BEYOND ADVERTISING

Ownership: Blue Ad Group

Founded: 2022 (in the Gulf region)

Regional headquarters: Dubai

Number of staff: 12 www.bluead.ae info@bluead.ae

Blue Ad is a premier digital out-of-home media operator with over 20 years of experience in the USA, Russia, and the UAE. We proudly own and operate the world’s only vessel equipped with 3D LED screens in Dubai, alongside a range of other stateof-the-art video displays, digital Unipoles, and static Hoardings on major roadways.

PROPERTIES:

Hoardings: Al Khail Rd (Al Jaddaf, Zabeel/Dubai Mall, Dubai Hills Mall); Hessa St (Opp Jebel Ali Racecourse); MBZ Rd (Dubai Autodrome, Dubai Sports City); Al Ittihad Rd (Dubai Exit).

Digital unipoles: Hessa St (Saudi-German Hospital); Umm Suqeim St (Mall of the Emirates), Al Garhoud bridge (Al Garhoud), Oud Metha Road, Al Khail Road

Transit media: 3D-digital vessel “Illuminate”, serving Dubai’s beaches

Digital screens: Sheikh Zayed Road, Two Seasons Hotel

Building wraps: Sheikh Zayed Road, Al Batha Tower Business Bay

RTA Marine assets: Exclusive rights to manage all indoor and outdoor advertising on RTA Marine assets until 2030: marine vessels, 44 water taxis, marine stations naming rights, marine infrastructure and kiosks, 143 abras, tickets etc.

SERGEY GORBATOV

CEO, Blue Ad Group

WHAT DO YOU THINK OF THE FUTURE OF DIGITAL OUT-OF-HOME (OOH) IN DUBAI?

Dubai currently has a relatively low proportion of digital Out-of-Home (OOH) compared to other countries. China, Germany, South Korea, and the US all see the share of digital between one-third and half of all Out-of-Home (OOH), while in Russia, Australia, and the UK, this share has already exceeded two-thirds.

Until now, Dubai has been a conservative city in this respect, with clients who love to stand out by being the only, exclusive client in a particular location. This is a seemingly easy endeavour, with the abundance of dominating installations such as hoardings, enjoyed by many.

However, we have few doubts that the share of digital will grow steadily and inevitably in Dubai. As the city of 3.5 million residents expands, a network of digital assets will become the best and most modern solution to deliver coverage, targeting the audience that you need, offering high GRP/OTS, and keeping CPT low.

The ability to launch a bright, noticeable digital campaign in a matter of minutes, when and where you want, is something that traditional Out-of-Home (OOH) can never provide.

HOW SUPPORTIVE AND TRANSPARENT IS THE REGULATORY FRAMEWORK FOR THE OUT-OF-HOME (OOH) INDUSTRY IN DUBAI?

This continues to be a significant challenge. So far, legislation and its implementation are

INDUSTRY SNAPSHOT

neither clear nor investor-friendly. Moreover, it is detrimental to the emirate itself.

Advertising permits are issued for just 1 year—basically, for the period of time that they are paid for. Then, an extension is granted almost automatically, even for those assets that cease to match any new legislative requirements or are no longer part of the city’s vision. As a result, tens and hundreds of obsolete rooftops, signs, and installations flood the city.

A more effective strategy could involve issuing 3, 5, or 10-year annually payable permits, depending on asset type, which would guarantee the investor a project’s lifetime, but no longer than that. After the permit’s expiration, the municipality should be free to

LEADERSHIP PANEL

discontinue any location, as the city is a living entity that needs flexibility in reshaping its landscape, with Out-of-Home (OOH) being an integral part thereof.

An excessive number of hoardings—while filling the treasury with income—inflicts more harm than good on the city, creating a “monstropolous” choked by oversized installations, with architecture, environment, and neighbourhoods all left behind this curtain of advertising giants.

Tenders are a major issue. They come out all of a sudden and are almost never finalised in time. Tender rules need to be unified, transparent, and followed by everyone.

Buffer zones and ad-free zones that have been introduced recently, as well as unclear traffic security decision-making, add to the ambiguity and uncertainty that the industry faces.

We are hopeful that the establishment of the new agency overseeing outdoor advertising will bring positive changes and clarity to the rules to which the industry adheres.

SHOULD THERE BE A PLACE FOR CREATIVE OUT-OF-HOME (OOH) IN DUBAI?

Without any doubt. As long as it remains safe, it should, in fact, be encouraged.

As an international group, we have rich experience in carrying out special projects, which include 3D-building wraps, oversized transit outdoor ads, creative indoor solutions, and much more.

Part of this approach is our first-in-the-world vessel, named “Illuminate,” equipped with 3D-LED screens, commissioned this year, serving Dubai’s Marina, JBR, and Jumeirah areas.

Andrew Kormysh Managing Director

Sergey Gorbatov Group CEO

Ola Ghoneim Direct Sales Director

Emile Salloum Corporate Sales Director

Albert Marshall Technical Manager Mohamed Ali Business Development Associate

As digital out-of-home (DOOH) continues to evolve, brands are leveraging its dynamic capabilities to connect with audiences in increasingly engaging and interactive ways. From interactive displays to real-time content updates, DOOH is revolutionising brand visibility and consumer interaction far beyond the traditional static billboard.

THE RISE OF DOOH IN THE MENA REGION

The growth of digital out-of-home (DOOH) advertising in the MENA region mirrors broader global trends while presenting unique regional nuances and opportunities. According to Statista, global OOH advertising revenue is projected to reach $ 1.13bn by the end of 2024, highlighting an impressive growth trajectory. This surge is driven by urbanisation, rapid technological advancements and the proliferation of smart cities – particularly in countries such as the UAE, Saudi Arabia and Egypt.

In the MENA region, DOOH is reshaping the traditional out-of-home advertising market. Leading this revolution in Oman is Mubashir, a key player in deploying cutting-edge technologies such as interactive displays, QR code activations, AI integrations, audience measurement tools, and programmatic DOOH. These advancements have empowered advertisers and redefined consumer engagement in public spaces.

Adopting a customer-centric approach ensures an exceptional experience for both advertisers and passersby.

For advertisers, Mubashir’s network offers tailored DOOH solutions that maximise brand visibility and audience engagement. By deploying strategic, data-driven campaigns, Mubashir ensures brands reach the right audience at the right time in the right locations.

This has allowed marketers to better measure the return on investment (ROI) for their campaigns while accessing data analytics to optimise their strategies in real time. Passersby also benefit from a dynamic blend of entertainment and information on Mubashir’s digital screens. Through interactive displays, gamification, live news updates, weather reports and fuelling information. This innovative approach enhances the viewer experience, making the ad messaging feel less intrusive and more integrated into everyday life.

LEVERAGING DOOH FOR BRAND SUCCESS IN THE MENA REGION

To fully harness the power of DOOH as part of a broader marketing mix, MENA brands can implement several strategic approaches:

TARGETED LOCATION-BASED ADVERTISING

Location targeting: Use data analytics to identify high-traffic, strategic locations such as malls, airports, and business districts that align with the brand’s target audience.

Programmatic DOOH: Automate ad placements and tailor content dynamically based on factors such as time of day, weather conditions, or real-time events. For instance, a brand might advertise a range of its business products during work hours and its leisure products on weekends.

INTEGRATION WITH DIGITAL CAMPAIGNS

Cross-channel marketing: Integrate DOOH with online and social media campaigns for cohesive messaging. Using QR codes can drive consumers from digital screens to online platforms for further engagement, creating an omnichannel experience.

PERSONALISED CONTENT WITH DYNAMIC CREATIVES

Adaptable messaging: DOOH allows for tailored, context-aware messages. Content can shift based on location, time of day, or demographic data, ensuring that ads are always relevant.

Interactive displays: Brands can incorporate touchscreens or gamified content to engage audiences and increase interaction.

MEASURE CAMPAIGN EFFECTIVENESS WITH ADVANCED ANALYTICS

Audience measurement tools: Track metrics such as impressions, engagement and foot

THE POWER OF DOOH

Mubashir’s Fadwa Daif shares her take on the rise and the growing potential of DOOH in brand engagement.

traffic to assess campaign performance. These insights allow marketers to refine strategies and make real-time adjustments. Real-time feedback: Programmatic DOOH enables quick optimisation of content based on audience responses, ensuring highimpact campaigns.

INFOTAINMENT TO KEEP AUDIENCES ENGAGED

Value-added content: By blending advertising with useful content like weather updates or news, brands can enhance the viewer experience and make their ad messaging feel less intrusive.

By implementing these strategies, MENA brands can maximise the impact of their DOOH advertising and ensure it complements their broader marketing efforts.

THINK OUTSIDE: DOOH TRENDS AND PREDICTIONS FOR 2024 AND BEYOND

As we approach 2025, the MENA region is set to witness significant growth in digital out-of-home advertising, fuelled by rapid urbanisation, digital transformation and the adoption of innovative advertising strategies.

MENA OOH AND DOOH MARKET OVERVIEW

The MENA DOOH market is projected to reach approximately $ 717.40mn by 2029, growing at a compound annual growth rate (CAGR) of 16.41 per cent from 2024 through 2029, as brands continue investing in reaching urbanised, tech-savvy audiences.

The key drivers of the MENA region’s OOH growth are:

Urbanisation : The rapid expansion of cities, particularly in KSA, UAE and Qatar, is

creating more advertising opportunities in high-traffic areas such as transportation hubs and retail centres.

Digital transformation: The shift from traditional billboards to digital formats offers advertisers greater flexibility and targeting capabilities.

Smart city projects: Governments are investing in smart cities including NEOM in Saudi Arabia, where digital billboards and interactive formats will be integrated into urban infrastructure.

Programmatic buying: Programmatic tools for DOOH allow brands to run highly targeted, data-driven campaigns that can be updated in real-time.

DOOH’S FUTURE: 2024 AND BEYOND

DOOH is expected to account for more than 50 per cent of total OOH revenue in the MENA region by 2029.

Growth will be concentrated in major urban centres, led by Saudi Arabia, the UAE, and Qatar.

Brands will increasingly integrate immersive technologies such as augmented reality (AR) and artificial intelligence (AI) into their campaigns to engage digitally native audiences.

By 2025, the MENA OOH market is expected to grow rapidly, driven by digital adoption, urbanisation, and innovative advertising solutions in key markets such as Saudi Arabia.

As brands continue to seek new ways to engage consumers, DOOH is set to play a pivotal role in shaping the future of advertising in the region.

By Fadwa Daif, Sales Director, Mubashir

Mascot Outdoor Media

Founded: 2006

Ownership: Sonali Bhatia

Oﬃce: Abu Dhabi

Number of staﬀ: 10–15 mascotad@emirates.net.ae

Mubashir

Founded: 2015

Holding group: International Live Solutions

Headquartered: Oman info@mubashir.com

PROPERTIES: Over 300 digital billboards in various formats such as LED, large ,targeted, megacom, interactive kiosks across highways, university, Muscat Airport lounge , Oman Convention Centre, malls and convenience stores.

Multi Platform Network

Founded: 2018

Holding group: ARN/ Dubai Holding

Headquartered: Dubai

Number of staﬀ: 200+ hello@mpn.ae

PROPERTIES:

Dubai: Sheikh Zayed Road (Hoardings) – H1, H2, H3, H4, DWTC Exit Hoarding

Sheikh Zayed Road (Unipoles) – SZR1, SZR2

Umm Suqeim Road (Hoardings) – USQ4, USQ South 1, USQ South 2, USQ South 3, USQ South 4, USQ South 5

Umm Suqeim Road/Dubai Science Park – DSP1 Unipole

Umm Suqeim Road/Dubai Hills – Dubai Hills Hoarding

Al Khail Road (Hoarding) – Business Bay Hoarding

Mohammed Bin Zayed & Al Ain Road (Hoarding) – Liwan Hoarding

Mohammed Bin Zayed (Unipole) – Majan Unipole

Al Naseem Street/Media One – DMC1 Unipole

Al Sufouh Road, Palm Jumeriah – DMC2 Unipole

Founded: 2004

Ownership: ELAN Holding QPSC, owned by Qatar Development Bank HQ: Doha, Qatar

Number of staﬀ: 125 www.elan.qa +974 4428 2830, +971 4428 9430 elanmedia@elan.qa, elanmediadubai@elan.qa

ELAN Media is the leading Qatari media company and is commi ed to driving innovation and excellence in advertising by oﬀering a mix of media channels, such as digital out-of-home, static out-of-home, cinema, online and radio advertising. We oﬀer high-impact advertising assets and high-value creative opportunities for brands. ELAN Media pioneered DOOH and programmatic DOOH in Qatar and is at the forefront of implementing technology to embed data in all its assets.

PROPERTIES:

Static out-of-home: Our static outdoor assets cover all the municipalities in Qatar, including Lusail City. The range of ELAN Media’s advertising platforms includes mupis, seniors, unipoles, scaﬀolding, ﬂag poles, bus shelters, bridge banners and wall wraps with a total number of over 2,300 faces.

Digital out-of-home assets: ELAN Media’s most advanced digital network in the region is located within the malls and on the roadsides – Mall of Qatar, Doha Festival City, Msheireb Downtown Town Doha, Place Vendome, Mall of Muscat, Salwa Road, Al Waab area – and in various iconic locations in Lusail and key Woqod Petrol Stations with a total of 444 screens.

Cinema: ELAN Media exclusively represents Novo Cinemas in Qatar and Oman with 142 screens.

LEADERSHIP PANEL

Bill Fordyce Chief Operating Oﬃcer – Media

Jaber Al Ansari Group Chief Executive Oﬃcer

Khalid abu Saada Media Sales Director

Johnny Saba Media Sales Director

Tim Huﬀord Media Sales Director

Sameeh Kanaan Media Sales Director

Founded: 2011

Ownership/holding group: Elevision

Regional headquarters: Dubai, UAE

Number of staﬀ: 32 elevision.com

+971 4 360 8089 marketing@elevision.com

Elevision owns and operates one of the largest DooH networks in the UAE. With a network of 1650+ screens having 347M+ available monthly impressions, Elevision provides advertisers with unparalleled access to the region’s most aﬄuent consumers. Elevision’s proprietary media technology enables its clients to deliver dynamic video content, custom-tailored to their audiences and objectives.

PROPERTIES:

1,237 residential elevator screens and 450 commercial elevator screens across Dubai and Abu Dhabi’s prime locations. 46 large-format digital screens and 1 roadside hoarding across DIFC network (commercial), and 62 large-format column screens in One Central.

CEO NIALL SALLAM

IN YOUR OPINION, WHAT MAKES OOH REMAIN ONE OF THE MOST EFFECTIVE TRADITIONAL FORMS OF ADVERTISING?

OOH/DOOH’s ability to deliver highly visible, cost-eﬀective, and tangible results, combined with its omni-channel capabilities, makes it a powerful and enduring form of advertising in today’s media landscape. As we increasingly live in an “attention economy,” the need for dynamic advertising tools is critical for brands to succeed.

ARE AUDIENCE ANALYTICS AND PROGRAMMATIC DOOH CHANGING THE ADVERTISING LANDSCAPE?

New audience data measurement and programmatic tools are making DOOH advertising more speciﬁc and less rigid, allowing it to achieve tangible oﬄine actions and complement other online

INDUSTRY SNAPSHOT

media initiatives. This evolution is making DOOH an increasingly relevant medium that cannot be ignored in modern marketing strategies.

IS SUSTAINABILITY STILL A CRITICAL ISSUE WITHIN THE OOH INDUSTRY AND HOW SHOULD IT BE ADDRESSED?

Sustainability is, and always should be, a critical issue within the OOH industry. Finding a resolution is critical for continued shareholder interest in OOH advertising, as well as for companies to succeed. One eﬀective approach is to integrate sustainable practices tailored to each business’s operations. Whether in technology or print, there are always eco-friendly alternatives that contribute to the greater good.

IN YOUR OPINION, HOW CAN OOH PERFORM AT EVERY STAGE OF THE MARKETING FUNNEL?

OOH/DOOH creates awareness with expansive coverage and reach, encouraging engagement and brand recall when implemented. It also has the ability to nudge the audience at the right place and at the right time through strategic campaign placements, making it a complementary tool to other marketing initiatives.

Eamon Sallam Chief Operating Oﬃcer

Niall Sallam Chief Executive Oﬃcer

Daniel Wright Sales Director

Husam Abuhoush Chief Financial Oﬃcer

Rami Aboul Hosn Director of Business Development and Partnerships

Roxy Kairuz Content Director

LEADERSHIP PANEL

Founded: 2017

Ownership/holding group: Golden Anchor Group

Regional headquarters/ oﬃce location: Dubai, UAE

Number of staﬀ: 9 footprintooh.com

+971 4 288 7000 sales@footprintooh.com

At Footprint Advertising Solutions, we believe in the power of ideas. Our comprehensive marketing agency is based in Dubai, but we work with clients near and far to help them transform the way they do business. Every great client alliance starts with a strategy. When we partner with clients for full-service creative solutions, we devise a plan to capture audience a ention and ensure long-term success. We were born out of a desire to provide brands with the quality creative services they need to stay ahead. We believe in creating inspired solutions that are uniquely appropriate for each client we work with. We have been building, brightening, and promoting company brands since 2017, and our team has the necessary skills and experience to beneﬁt our clients. Our approach involves developing custom-made integrated solutions that deﬁne the right messaging at the right time to help businesses engage with the right audience.

PROPERTIES:

10 unipoles, 2 wall banners, 2 bridge banners, 2 hoardings

KASHIF MERCHANT

Founder and Managing Partner

IS OOH UNDERGOING A CREATIVE RENAISSANCE AGAINST STEREOTYPES AND VISUAL CLUTTER? IF NOT, DOES IT NEED ONE?

With the formation of Mada Media Company and the release of the new RTA advertising guidelines, if they are implemented correctly, the visual clutter issue will be resolved. If you pass by certain areas in Dubai currently, it can feel like walking through a grocery store with multiple advertising structures often placed next to each other with no distance. Suppliers need to be a bit more creative—the boring old structures no longer suit this city. However, over the past year or so, I have seen some beautiful structures being constructed across the city.

CAN YOU COMMENT ON HOW DIGITAL TECHNOLOGIES HAVE ENHANCED MEASUREMENT CAPABILITIES OVER THE PAST YEAR?

These advancements have made it easier for brands to track the eﬀectiveness of their campaigns, understand audience behaviour, and

INDUSTRY SNAPSHOT

optimise their ad spend. Geo-fencing, unique QR codes, AI-driven predictive analysis, and digital retargeting have made it much easier for agencies to start calculating ROI using real-time data insights. Furthermore, access to these technologies and tools has made outdoor a much more transparent medium of advertising.

LEADERSHIP PANEL

Aquif Merchant

HOW CAN OOH PERFORM AT EVERY STAGE OF THE MARKETING FUNNEL?

From awareness to post-purchase, OOH plays a huge role in every step of the customer journey. If a brand only focuses its campaigns on the conversion stage, expecting customers to purchase or utilise their services based on a few call-to-action ads, the campaign is bound to fail. OOH creates a sense of repetition and reassurance at every stage of the purchase journey, from awareness to conversion, that the brand has a presence and will be around.

IS SUSTAINABILITY STILL A CRITICAL ISSUE WITHIN THE OOH INDUSTRY AND HOW SHOULD IT BE ADDRESSED?

For sure, from static artworks to the ever-growing issues of PVC ﬂex disposal, to the carbon contribution of each OOH location through the use of generators and the light pollution caused by digital screens—these are all solvable issues. Suppliers just have to be willing to address them. We are one of the few, if not the only, agencies in the country that follow a zero-to-landﬁll policy for our OOH mediums. Furthermore, with the planting of trees and other green initiatives, we aim to reach a carbon net-zero target by December 2024. As suppliers, we have to think outside the box and stop focusing solely on the bottom line—every problem is then solvable.

Lulu Saqer Sr. Director Of Outdoor Sales

Monique Croucamp Head Of Travel Market Retail

Lara Djuricanin Senior ManagerLuxury Media

Events And Activations Manager

Abdullah Rashad Head Of Accounts

EFFECTIVE AND

EXCEPTIONAL

By Ahmed Abdullah Al-Hamadi, Director, Financial Sustainability and Investment Department, UAE Ministry of Energy and Infrastructure

Without a doubt, 2024 was exceptional for those working in the outdoor advertising sector in the region. It witnessed record-breaking figures, an unprecedented number of new billboards, and a strong presence of digital advertising and digital screens.

Dubai also welcomed a comprehensive restructuring of outdoor advertising systems alongside other the Emirates across the UAE.

I won’t hide the fact that the stakeholders in the outdoor advertising industry are probably the only ones who have become happier as traffic increases and the population density of the UAE grows gradually.

This also reflects the way we think. At the Financial Sustainability and Investment Department of the UAE Ministry of Energy and Infrastructure, we have always looked at every challenge as an opportunity.

From the midst of difficulties, profits are generated, and exceptional results are achieved.

OPPORTUNITIES FOR OOH ON THE UAE’S FEDERAL ROADS

Take for instance the federal roads in the UAE, which have a total length of more than 952 kilometres, representing the longest network of external roads in the United Arab Emirates.

These federal roads present a genuine opportunity for investors to extend and expand their advertising base, and to move away from concentrated advertising hotspots. These federal roads also offer an opportunity to obtain better visibility and broaden the horizon for creative advertising experiences, with novel ideas and redefined standards for creativity.

In 2024, we witnessed the signing of several investment agreements to

leverage new advertising locations, with more than 40 outdoor advertising investment companies shifting their focus to federal roads within the UAE.

These included a spectrum of road assets evenly distributed between streetlight advertisements, bridge banners, tunnel advertisements, megapole and unipole boards, and, of course, huge hoarding panels, which were the most popular on our roads this year.

Some of these massive billboards even exceeded 100 metres in length –representative of the significant real estate boom across the UAE in 2024

During the peak of the scorching summer in August, our team was searching for an opportunity to meet the increasing demand for large boards

on the Sheikh Mohammed bin Zayed Federal Road (E311), but concluded that no additional land was available in the Sharjah segment.

What does this show? The demand within the industry remains high, investors remain extremely confident, and the industry has proven its effectiveness within the market.

LOOKING TO THE FUTURE

Some have raised the question: was outdoor advertising lucky to be the platform least affected by the social media advertising revolution, which significantly affected advertising across other traditional media such as newspapers and television?

From my perspective, I would say it is quite the contrary: social media was lucky in 2024 because outdoor advertising did not take too much of its market share.

The biggest challenge in the coming period will be the coordination among various land-owning institutions, energy providers and those responsible for advertising material permits to achieve integration and create quick and comfortable experiences for investors.

This move is in line with our government’s policy to reach ‘zero’ bureaucracy, ensuring we remain at the forefront of making the UAE the first and best destination for investors in the region amidst healthy competition in all fields among various players.

Our doors at the Investment Department are open to any nontraditional ideas that contribute to the development of our fixed assets, which also include major water dams, a vast reserve of federal roads, and iron bridges, among others.

Our belief in the importance of partnership with the private sector, due to its expertise and field presence, makes us eager to hear more from it.

DESIRABLE BY LOCATION

Our goal is to drive digital innovation in the UAE.

Through the development of architectural and aesthetically superior locations. With the foundation of independent credible data, our medium is now more accountable than ever. We will strive to deliver dynamic, relevant and engaging content to enable our clients to stand-out.

With The Landmark Series, we have pioneered digital innovation in the UAE by creating architecturally stunning and aesthetically advanced locations for premium brands across all sectors. These vast, cutting-edge screens have transformed the media landscape in Dubai and now in Abu Dhabi.

The 2024 launch of The Triple Crown on Al Khaleej Al Arabi Street in Abu Dhabi and the upcoming Island Gateway mark our expansion of premium Digital Out-of-Home (DOOH) sites across the UAE’s capital. This ensures unparalleled brand visibility in Dubai and Abu Dhabi, offering top-tier exposure for leading brands.

At BackLite, we believe a brand’s desirability can be maximised.

We call this Desirable by Design®

The last point of influence before Dubai Mall

These huge structures match the skyline around them, forming The Gateway to the Golden Boulevard.

Located between Dubai Marina and Downtown Dubai on Sheikh Zayed Road, this award-winning advertising icon is visibible to over 500,000 people daily, making it one of Dubai’s most impactful locations for advertising.

Positioned on the Golden Boulevard of Sheikh Zayed Road, between The World Trade Centre and Dubai Mall, opposite the stunning Museum of the Future.

The Oryx captures the strength and grace of its namesake. This stunning display symbolises the highest standards of quality and sophistication in outdoor advertising. Experience the elegance and impact of The Oryx, where innovation meets tradition in a breathtaking display.

The roll-out of The Triple Crown in Abu Dhabi on Al Khaleej Al Arabi St. represents a significant advancement in digital advertising in Abu Dhabi, offering premium brands exceptional visibility to reach affluent audiences.

The Island Gateway, launching in 2025 on Jubail Island, is set to be a unique digital advertising platform at the entrance of Abu Dhabi’s most prestigious islands, home to luxury living communities and world-class attractions.

As the out-of-home (OOH) advertising industry evolves, its growth potential is vast. It remains one of the most effective channels for brands to capture attention in the physical world, engaging diverse audiences on a grand scale.

However, for OOH to fully realise this potential, there are significant challenges –particularly the cumbersome and fragmented approvals process that advertisers and media owners must navigate.

In many regions, OOH regulations are overseen by various bodies, from municipal authorities to highway agencies, each with its own rules. This fragmented approach complicates campaign execution and stifles creativity, ultimately hindering the growth of the OOH industry. A more streamlined, unified regulatory framework is necessary for the industry to thrive.

THE IMPACT OF BUREAUCRATIC DELAYS

In an industry where timing is crucial, the bureaucratic delays that plague the current approval processes are not just frustrating –they’re detrimental to campaign success. Advertisers planning product launches or seasonal promotions often find themselves in a race against time, only to be held back by slow-moving regulatory bodies.

These delays affect brand perception and dissuade businesses from investing in OOH as they turn to faster-moving, more predictable digital channels. The opportunity for impactful, large-scale campaigns diminishes, and the growth of the OOH sector is hampered.

THE CASE FOR A CENTRALISED REGULATORY FRAMEWORK

One solution is establishing a centralised regulatory framework, supporting consistent approvals across regions and formats. Cities including London and New York have

‘‘OOH’S GROWTH POTENTIAL WILL ONLY BE REALISED WHEN THE REGULATORY

FROM FRAGMENTATION TO FLOW

BackLite Media’s James Bicknell discusses the need to unlock OOH’s potential through regulatory reforms.

successfully implemented such systems, providing transparent, streamlined processes that reduce the uncertainty surrounding OOH advertising. The Government of Dubai has recently made strides in this direction by creating Mada Media Company, a single governing body for OOH advertising. This move is poised to revolutionise the approval process by offering a one-stop solution for advertisers and media owners. With a unified body overseeing the OOH landscape, Dubai sets a new regional benchmark for efficiency, transparency and accountability.

A centralised regulatory system like Mada Media Company streamlines the approval process and minimises delays, allowing advertisers to focus on crafting bold campaigns without regulatory hindrances.

BALANCING CREATIVITY AND COMPLIANCE

A more streamlined approvals process speeds up campaign execution and encourages greater creativity. In the current regulatory environment, advertisers often face restrictions that limit their ability to push creative boundaries, particularly with the growing demand for dynamic, interactive digital OOH ads.

By adopting a more transparent and predictable approval system, regulatory bodies can encourage innovation. This would allow advertisers to experiment more, creating a diverse and vibrant environment that balances creativity with compliance.

TECHNOLOGY’S ROLE IN STREAMLINING APPROVALS

Digital technology can significantly improve the approval process for OOH advertising. By using online submission platforms, real-time tracking, and automated responses, delays can be removed, errors reduced and decisionmaking sped up.

Data analytics allows for more accurate assessments of OOH installations. It ensures decisions are based on objective criteria such as traffic, safety and aesthetics, reducing subjective delays.

Implementing a system such as Mada Media’s could also increase transparency. It would give advertisers clearer insights into their application status and foster trust between the public and private sectors, leading to a more efficient and accountable process for everyone involved.

ENCOURAGING INVESTMENT THROUGH A CONDUCIVE REGULATORY ENVIRONMENT

Ultimately, a more seamless approval process is essential to encouraging more significant investment in the OOH industry. When advertisers are confident that their campaigns will launch on time and within the planned scope, they are more likely to allocate a significant portion of their budgets to OOH.

Similarly, media owners would be more willing to invest in cutting-edge formats – such as digital billboards, augmented reality, and AI-powered OOH solutions – knowing that the regulatory framework supports innovation. This increased investment would increase revenue for private companies and public municipalities through fees and taxes, benefiting all parties involved.

The OOH industry is at a crossroads. While its growth potential is immense, it will only be fully realised when the regulatory environment adapts to meet the needs of a rapidly evolving media landscape. As Dubai has done with Mada Media by streamlining approvals and creating a more unified regulatory framework, authorities can unlock the true power of OOH advertising, benefiting advertisers, media owners and the broader public. Now is the time for stakeholders to come together and advocate for change. By embracing a more seamless and supportive regulatory process, we can propel the OOH industry into a new era of growth, innovation and impact.

by James Bicknell, CEO, BackLite Media

PIONEERING SUSTAINABILITY IN OUTDOOR ADVERTISING

JCDecaux ATA’s Elie Hajjar calls on the industry to create a more sustainable, inclusive and accountable future that takes ESG a step beyond compliance and reputation.

Ihave witnessed firsthand the evolving landscape of our industry. One of the most significant shifts in recent years is the growing emphasis on environmental, social and governance (ESG) criteria. These principles are not just buzzwords; they represent a profound shift in how we do business, and their impact on OOH advertising is undeniable.

In Saudi Arabia, this shift is particularly important as the country advances its Vision 2030, a bold initiative aimed at reducing carbon emissions and promoting sustainable development across all sectors. For organisations, aligning with this vision is not just a responsibility but an opportunity to take meaningful action toward these ambitious sustainability goals.

UNDERSTANDING ESG IN OOH ADVERTISING

ESG encompasses three critical areas:

1. Environmental: This relates to a company’s impact on the planet. For OOH advertising, it includes using eco-friendly materials, energy-efficient lighting, and reducing waste through recycling. With climate change posing significant challenges, environmentally conscious practices have become essential.

2. Social: This examines how companies interact

with their employees, suppliers and the communities they serve. In OOH advertising, it means promoting diversity and inclusion, supporting local economies, and ensuring advertising respects cultural values.

3. Governance: This focuses on transparency, accountability and ethical business practices. Strong governance builds trust with stakeholders and ensures that companies make responsible, well-informed decisions.

THE CASE FOR ESG IN OUTDOOR ADVERTISING

Integrating ESG principles into OOH advertising is no longer optional; it’s essential. Consumers today are increasingly mindful of the social and environmental impacts of the brands they support. Studies show that many are willing to pay more for products from companies that prioritise sustainability and social responsibility. This presents a unique opportunity for OOH advertisers to differentiate themselves by aligning with ESG values.

Brands embracing ESG can stand out in a crowded market, attracting ethically driven consumers. Conversely, those that ignore these principles risk alienating a growing demographic of socially conscious consumers. Companies with strong ESG performance often outperform competitors financially, making the business case for ESG clear.

‘‘WE CAN TRANSFORM OUT-OF-HOME ADVERTISING INTO A POWERFUL VEHICLE FOR

INNOVATING FOR SUSTAINABILITY

OOH advertising is evolving to meet the demand for sustainability. From solar-powered billboards to biodegradable posters, new technologies are shaping the future. Digital advertising, especially programmatic, allows for more targeted campaigns, reducing waste and improving efficiency.

In Saudi Arabia, the push for sustainability is even stronger, as Vision 2030 emphasises reducing the nation’s dependence on oil and promoting green practices across sectors. This drive to achieve net-zero carbon emissions by 2050 means the OOH industry must continue evolving to stay relevant.

COMMUNITY ENGAGEMENT AND RESPONSIBILITY

The social aspect of ESG is vital to OOH advertising, as our industry operates within and affects local communities. By building strong ties with community organisations, supporting local artists and promoting social causes, we create more relevant and meaningful campaigns. Prioritising these efforts ensures our advertising reflects the diversity of the populations we serve, fostering an inclusive ecosystem that benefits both brands and communities.

Using our platforms to highlight eco-friendly practices, health initiatives and social engagement drives awareness and inspires positive change. These campaigns align with broader sustainability goals, contributing to a cultural shift toward responsible, community-focused living.

TRANSPARENCY AND ACCOUNTABILITY

Governance, the third pillar of ESG, is essential for building trust. Transparency in campaign execution and ESG reporting is critical. Consumers and investors increasingly demand accountability in sustainability efforts. By committing to regular reporting and ethical practices, OOH advertisers can build long-term credibility with stakeholders.

THE PATH FORWARD

As we navigate this dynamic landscape, it is crucial for the OOH advertising industry to remain agile and responsive to the evolving expectations surrounding ESG. By embedding these principles into our core strategies, we can lead the charge toward a more sustainable and socially responsible advertising ecosystem.

In conclusion, integrating ESG principles into OOH advertising isn’t just about compliance or reputation – it’s about reshaping the industry for the better. As we move forward, let us embrace this opportunity to create a more sustainable, inclusive and accountable future for our industry and the communities we serve.

The journey may be challenging, but the rewards – both for our businesses and for society – are well worth the effort. With a shared commitment to ESG, we can transform out-of-home advertising into a powerful vehicle for positive change, contributing not only to our bottom line but also to the broader goals of sustainable development and community wellbeing.

By Elie Hajjar, Managing Director, JCDecaux ATA

Founded: 1992

Holding group: Plus Holding

Regional headquarters: Dubai, UAE

Number of staff: 85 groupplusmedia.com

+971 4 275 4700 info@groupplus.ae

Knowledge is power and market knowledge is what we possess by exploring true potential and vitality in the outdoor media landscape, without sparing any efforts to follow latest technologies. With these core values, Group Plus has been pivotal in the growth and development of outdoor media in the region since 1992.

PROPERTIES:

Dubai: 60 Lampposts on Sheikh Zayed Road stretching from Business Central Tower to Bluewaters Entrance; 31 Lampposts inside Deira and Clock Tower; 4 Megacom LED and 1 Unipole LED Screen facing Dubai Mall; DIFC and Boulevard entrances; 1Tower LED screen on Hessa street; 1 Hoarding on Sheikh Zayed Road; 1 LED Unipole on Al Khail road.

Joelle Ghorayeb Executive Director Group Plus UAE

Roy Chehwane General Manager Plus Holding UAE and Bahrain

Haifa Hassan Senior Sales Manager UAE

Mohamad El Dandachly Sales Director Group Plus UAE

In today’s rapidly evolving marketing landscape, where multiple media coexist to meet diverse consumer needs, out-of-home (OOH) advertising has become an indispensable force. Once considered static and outdated, it has now transformed into dynamic, data-driven platform that integrates advanced technology to create meaningful connections and lasting impressions.

OOH’S EVOLUTION THROUGH INNOVATION

Historically, billboards, transit ads and posters were overlooked in favour of newer media. However, digital screens, real-time targeting and programmatic advertising have revitalised OOH, allowing advertisers to deliver timely, relevant messages that engage audiences more effectively.

At Sobha Realty, we’ve embraced this shift by launching the first-ever 3D anamorphic OOH advertisement for a real estate brand in the UAE. Displayed above Roxy Cinema at The Beach, JBR, Dubai, the visuals capture our brand essence, ‘Art of The Detail’, bringing it to life through LED technology to create a 3D optical illusion on a twodimensional surface.

STRATEGIC IMPORTANCE AND BENEFITS OF OOH

OOH offers unique advantages, particularly in high-traffic public spaces. Nielsen data reveals that OOH boosts online activations four times more efficiently per dollar spent than TV, radio or print. It also reaches 90 per cent of the population aged 16 and above in major cities weekly.

Additionally, OOH generates the highest levels of consumer recall, outpacing print, radio and television, which is crucial in today’s oversaturated media environment.

A prime example of OOH’s impact is our 3D anamorphic billboard at JBR, located in one of Dubai’s most vibrant neighbourhoods. It attracts attention from locals, tourists and global investors alike, showcasing brand’s commitment to innovation and luxury.

COMPLEMENTING DIGITAL CAMPAIGNS

OOH’s strengths lie in its ability to complement digital campaigns. While digital ads are targeted and interactive, OOH engages a broader, non-intrusive audience.

EVOLUTION IS INEVITABLE

Sobha Realty’s Ashish Parakh explains how OOH advertising is embracing change for lasting impact.

According to research from the Outdoor Advertising Association of America (OAAA), 66 per cent of smartphone users took action after seeing an OOH ad, with 40 per cent seeking more information online. This synergy between OOH and digital amplifies brand visibility and engagement across multiple channels.

POSITIVE PERCEPTION AND BRAND CONNECTION

OOH is often perceived more favourably than digital ads, which can be seen as intrusive. Studies show that OOH ads score higher in trust and engagement, with 78 per cent of consumers engaging with an OOH ad within 60 days.

For Sobha Realty, initiatives like our 3D campaign not only capture attention but also foster lasting connections and positive associations with our brand.

NAVIGATING OOH CHALLENGES

Despite its advantages, OOH faces challenges, particularly in integrating with other marketing channels.

In today’s omnichannel environment, it’s crucial to align OOH efforts with digital, social, and content marketing strategies. By leveraging real-time data and optimising placements, we can create a unified message across all platforms. Sustainability is also a key consideration. As the industry moves toward responsible practices, Sobha Realty is committed to using eco-friendly materials and promoting socially responsible campaigns in our OOH efforts.

‘‘BY EMBRACING OOH, BRANDS CAN INCREASE

VISIBILITY AND FORGE MEANINGFUL CONNECTIONS WITH

THEIR AUDIENCES.”

THE FUTURE OF OOH

As technology evolves, the future of OOH looks incredibly promising. Dynamic campaigns that adapt in realtime to weather, events or audience demographics will enable brands to deliver hyper-relevant content, driving deeper engagement.

In a world where consumers are bombarded with digital content, OOH offers a refreshing break from the clutter. By embracing OOH, brands can increase visibility and forge meaningful connections with their audiences.

As we continue to navigate the everevolving marketing landscape, OOH remains a powerful tool for building stronger brands and creating campaigns that resonate, last and inspire.

By Ashish Parakh, Chief Marketing Officer and Chief Sales Controller, Sobha Realty

Founded: 1999 Holding group: W Group Holding, a subsidiary of W Ventures Holding

Oﬃces: Dubai, Abu Dhabi, Beirut

Number of staﬀ: 93 hypermedia.ae

+971 4 245 4600, +971 55 596 9517 info@hypermedia.ae

As creators of impact, Hypermedia empowers brands with intelligent DOOH and retail media experiences. Our extensive OOH network across the UAE integrates cu ing-edge, technology-driven media with strategically positioned prime locations. Leveraging advanced AI-powered data measurement tools, we deliver tailored solutions that maximise engagement and eﬀectiveness for advertisers.

PROPERTIES:

Public transport – Signature naming rights: 53 stations on Red and Green Line.

Dubai Metro: 1,500 digital screens; 800 illuminated sheets; 4,000+ vinyl wrap assets (escalators, elevators, stairs, travelators etc.); 53 activation promo areas. 125 trains: 2,750 overheads, 4,000 window stickers, 4,000 seat dividers. Palm Monorail: 4 stations with 4 trains across Palm Jumeirah.

Outdoor – Z Gallery: SZR 23 Iconic Arts, 13 LED bridges, 21 static bridges, 3 Static illuminated hoardings, 6 verticals, 780 pillars, 2 large LED hoardings, 2 hoardings. Z others: Prime outdoor areas (112 illuminated piers; 140 lampposts, 3 hoardings).

Retail media – 47 UAE malls (MAF, AlDar, Waﬁ, Burjuman, Abu Dhabi Mall, Deerﬁeld, Bawabet el Sharq, Dalma, Reem and Nakheel); In-Store: 268 UAE markets and hypermarkets (Carrefour, Union Coop, Abu Dhabi COOP, LULU).

Destinations – Palm Jumeirah, Expo City Dubai, 12 Nakheel communities, Hudayriyat Island, 82 ENOC petrol stations with more than 1600 screens.

PHILIP MATTA

CEO, Hypermedia

HYPERMEDIA IS AT THE FOREFRONT OF DOOH INNOVATION. COULD YOU SHARE MORE ABOUT HOW YOU’RE UTILISING AI AND TECHNOLOGY TO TRANSFORM YOUR NETWORK AND EMPOWER ADVERTISERS?

We pride ourselves on being pioneers in DOOH innovation, particularly when it comes to leveraging AI and Technology. Our network, powered by a cutting-edge tech stack, enables us to oﬀer something unique in the region—realtime audience targeting and AI-triggered ad campaigns. This is not just about placing ads; it’s about delivering personalised, meaningful content to the right audience at the right time.

From Dubai Metro to the retail spaces in the UAE’s largest malls and hypermarkets, we are connecting consumers with brands through a seamless, measurable journey.

Our proprietary technology measures audience engagement and demographics using advanced AI algorithms, all while ensuring that privacy is respected. With GDPR-compliant AI sensors and data fusion, we transform passersby into relevant media audiences.

The technology functions ﬂawlessly, allowing advertisers to optimise their ROAS while minimising ad waste costs to nearly zero.

LEADERSHIP PANEL

INDUSTRY SNAPSHOT

COULD YOU WALK US THROUGH HOW HYPERMEDIA’S TECHNOLOGY WORKS FROM A CAMPAIGN PERSPECTIVE?

Our technology operates on a four-step process: capture, segment, activate, and measure. We start by capturing real-time data through advanced sensors embedded in our digital Smart Signages. This data is segmented to identify key audience characteristics such as demographics, location, and time of day. Once this information is processed, we activate personalised ad campaigns tailored to the speciﬁc audience in that moment. Finally, we measure the campaign’s eﬀectiveness, providing advertisers with in-depth analytics on engagement, reach, and conversion.

What sets our approach apart is our ability to segment data quickly and activate highly targeted ads in real-time, ensuring maximum relevance and engagement. Our goal is to create a connected experience for the consumer. Whether they’re seeing an ad on the metro or in retail, we ensure continuity in messaging.

HOW DOES HYPERMEDIA’S AD PLATFORM ENHANCE CAMPAIGN EXECUTION AND OPERATIONAL EFFICIENCY?

Our AD platform ensures precise campaign targeting for speciﬁc audience segments, while also supporting key commercial currencies: CPM, CPV, CPCV, etc. It is a platform that manages and distributes digital ads, providing historical data, live data, and forecasting future

inventory availability. This allows advertisers to plan eﬀectively, optimise their ad spend, and streamline operations, resulting in bettertargeted campaigns and improved ROI.

At Hypermedia, we’re not just keeping pace with the digital evolution—we’re deﬁning it. As “Creators of Impact”, we are transforming the media landscape across the region, delivering measurable, intelligent solutions that empower brands, engage consumers, and shape the future of smart advertising.

Philip Ma a CEO

Habib Wehbi Chairman and Group CEO at W Group Holding

Ghada El-Kari CMO

Gerard Rustom CCO

Daniel Khalil Head of Sales – Retail Media

Nassim Habib Head of Sales – Outdoor & Dubai Metro

25 years of impact

From trolley branding to real-time AI advertising, W Group’s Habib Wehbi discusses Hypermedia’s decades-long journey.

As we celebrate Hypermedia’s 25th Anniversary, it’s the perfect moment to reflect on the journey that brought us here and the exciting path ahead. What started as an idea to brand trolleys in supermarkets has grown into the region’s leading force in digital-out-of-home (DOOH) media and advertising technology. Today, W Group Holding embraces a future-focused investment strategy, integrating smart technology and programmatic solutions to lead the next wave of digital transformation in the Middle East.

In 1999, Hypermedia entered the market with a unique concept – advertising on trolleys, beginning with Carrefour. Within two years, the initiative expanded to 20,000 branded trolleys, providing us with an early glimpse of how innovation can create new opportunities. Building on this momentum, we proposed a novel idea at the time: utilising shelf space above products to display advertisements. This bold step cemented Hypermedia’s position as the first out-of-home media company offering in-store solutions across the UAE, Lower Gulf and KSA. By 2006, we expanded from in-store branding to outdoor media, managing major locations such as Dubai Media City and branding lampposts across Dubai. In 2007, we secured a foothold in mall advertising by winning the prestigious Dubai Mall concession. Recognising the shift towards digital, we reinvested profits to monopolise mall advertising in the UAE, a strategy that has paid dividends ever since.

Hypermedia transformed into a media powerhouse under W Group Holding, which consolidated our expertise in DOOH and expanded our digital reach through the acquisition of DXTA Technology. Our vision culminated in 2020, when we secured exclusive media rights for Dubai Metro for ten years through a strategic partnership with Roads & Transport Authority (RTA) — a pivotal moment that solidified our leadership across key retail and transit networks. The pandemic presented unprecedented challenges, but we embraced them as opportunities. We digitised our projects, forged strategic partnerships, and aligned our operations with the identity we champion today: Experience Media Technology. These efforts reinforced our resilience and set the stage for future growth.

In 2022, we launched our bold 555 Strategy: 5 Verticals, 5 Years, AED 500mn in revenue. With disciplined execution,

we are on track to reach this ambitious goal ahead of schedule by the end of 2024. This milestone is a testament to our shared journey and the commitment of our incredible team across W Group Holding and its subsidiaries. Each achievement reflects the talent, passion, and dedication our people bring to the table. As I’ve always believed, my greatest asset has been my team – when they succeed, we all succeed.

THE FUTURE OF DOOH

Today, Hypermedia continues to break new ground as we drive the region’s smart digital transformation. We are actively focused on three key pillars that establish our position at the forefront of DOOH in the region:

1. Prime locations:

Our diverse portfolio includes key media rights across several impactful verticals. In public transportation, we oversee the advertising opportunities within Dubai Metro’s 53 stations and its naming rights, capturing the attention of millions of daily commuters. The outdoor segment features prime media locations providing brands with exceptional visibility in high-traffic

“As we look toward the future, our goal is not just to collect audience data but to activate it meaningfully.”

areas. Our destinations vertical includes iconic sites like Palm Jumeirah, Expo City, Nakheel communities, Hudayriyat island and ENOC’s petrol stations. Lastly, our Retail division spans top malls and hypermarkets, offering in-mall and in-store advertising solutions that connect brands with shoppers at critical decision-making moments. Together, these premium locations generate more than 6 billion impressions each month, creating unmatched opportunities for brand engagement across the UAE.

2. Digital transformation:

Our investments in cutting-edge digital technology have enabled us to build the largest DOOH network in the UAE. With real-time audience data and automated systems, we offer brands unmatched

control over their campaigns – creating a seamless connection between technology and marketing impact.

3. Innovative solutions:

At the core of our innovation strategy is the HMX DOOH platform. This AI-powered technology – launched recently – transforms our DOOH network from passive data collectors into dynamic drivers of customer engagement. The platform offers real-time targeting, audience analytics, and programmatic capabilities that allow advertisers to adjust campaigns instantly based on audience behaviour. HMX empowers brands to plan, book and execute campaigns seamlessly across our expansive network. By integrating AI-powered sensors and GDPR-compliant data fusion, HMX allows for real-time bidding, audience segmentation, and precise ad targeting – maximising ROI and minimising ad waste. This transformation shifts us from merely measuring audience metrics to actively engaging with consumers across their entire journey, from transit hubs like Dubai Metro to malls and hypermarkets.

EXPANDING HORIZONS

As we look toward the future, our goal is not just to collect audience data but to activate it meaningfully. Through dynamic ad delivery, we can connect brands with consumers at critical touchpoints –transforming everyday journeys into engaging experiences. Whether customers are commuting via metro or retail, our technology ensures brands can deliver tailored messages precisely when and where they matter most.

Our offensive strategy focuses on more than just measuring success; it drives action and engagement by leveraging audience insights in real-time. In addition to refining our technology, W Group Holding is preparing to welcome two new entities into the fold by the end of the year – further diversifying our portfolio.

At W Group Holding, we believe in the power of transformation through technology. With Hypermedia celebrating 25 years of impact and W Group Holding on the verge of even greater growth, the future has never looked brighter. By harnessing smart technology, prime locations, and innovative solutions, we are not just part of the digital revolution in the region – we are shaping it.

By Habib Wehbi, Chairman and Group CEO at W Group Holding (Hypermedia & DXTA Technology)

FROM CITY STREETS TO TERMINALS, LET YOUR BRAND TAKE FLIGHT.

Maximize exposure with our largest fleet of city and airport taxis, exclusively.

Founded: 2005

Holding Group: Multiply Group Office: Dubai, U.A.E

Number of Staff: 51

www.media247.ae

servicing@media247.ae

+971 4 283 3471

Media 24-7 stands tall in the UAE’s outdoor advertising market, with over 60 prime locations across Sheikh Zayed Road, City Walk, Al Khail Road, Al Garhoud, and Ittihad Road. We provide ideal advertising solutions, in terms of strategic billboards to Dubai RTA city and airport taxis.

Our premium client portfolio consists of a diverse range of businesses, from local enterprises to multinational corporations across various sectors.

Media 24-7 continues to solidify its position as a leader in the outdoor media landscape by ensuring brands stand out where it matters most.

Founded: October 2020

Headquarters: Dubai

Head of company: Paul Abouchacra Number of staﬀ: 9 www.mediamixadv.com +971 50 687 6262 / +971 50 497 7653 info@mediamixadv.com

Media Mix Advertising is excited to celebrate its fourth anniversary on October 27. For the past few years, our partnership with Starzmedia has been instrumental in enhancing our growth. As we continue to diversify our inventory, we remain dedicated to exploring innovative advertising opportunities, creating lasting impact in the OOH scene. Small actions can lead to much bigger successes.

PROPERTIES:

2 Billboards – Canal Bridge - Jumeirah Beach Road

4 Unipoles – Dubai Festival City – Rebat Street & Nad Al Hamar Street

21 Unipoles – Sheikh Zayed Road – Jebel Ali to Abu Dhabi

1 Side Wall – DIFC – Al Saqr Business Tower

1 Digital Unipole – Al Maktoum Bridge – Tariq Bin Ziyad Street

2 Digital Screens – Umm Suqeim – 700 Padel & Fitness Hub

1 Hoarding – Sheikh Mohammed Bin Zayed Road – DSO Entrance

1 Beacon – Jumeirah Beach Residence – Opposite Ain Dubai

PAUL ABOUCHACRA

Managing Director

WHAT MAKES OOH REMAIN ONE OF THE MOST EFFECTIVE TRADITIONAL FORMS OF ADVERTISING?

OOH remains one of the most effective traditional advertising forms due to its unique ability to engage audiences in the real world. Unlike digital ads, which can be easily skipped, OOH captures attention in high-traffic locations where consumers are physically present. The scale and boldness of OOH visuals create lasting impressions, making brands more memorable. This fosters deeper emotional connections, leading to higher recall and engagement. Additionally, OOH complements digital strategies by driving online traffic and reinforcing messages across multiple touchpoints. Its ability to target diverse demographics ensures brands connect effectively with their desired audiences.

IS OOH UNDERGOING A CREATIVE RENAISSANCE AGAINST STEREOTYPES AND VISUAL CLUTTER? IF NOT, DOES IT NEED ONE?

In the evolving landscape of OOH advertising, the need for standout creatives has become

INDUSTRY SNAPSHOT

essential, especially as the industry faces new regulations aimed at minimising visual clutter. These restrictions encourage brands to prioritise impactful, high-quality content that captures attention amidst the noise.

As clutter is reduced through these measures, the emphasis on thoughtful design and strategic placements grows. This not only enhances audience engagement but also fosters a more aesthetically pleasing environment. Ultimately, the creative renaissance in OOH, driven by the necessity to adapt to these restrictions, is transforming the medium into a more sophisticated and engaging platform.

WHAT HAVE BEEN THE TOP DEMANDS FROM BRANDS AND CLIENTS IN 2024?

In 2024, brands and clients are placing a strong emphasis on creativity and innovation in their advertising strategies. There is a clear demand for standout designs that break the mould, capturing attention with bold visuals and unique concepts that resonate deeply with audiences. Advertisers are increasingly looking to push boundaries and explore fresh narratives that set them apart from competitors. Additionally, strategic location choices are crucial; brands want to leverage high-traﬃc areas and unexpected spaces to maximise impact. This focus on placement ensures that campaigns reach the right audiences at the right moments.

LEADERSHIP PANEL

Interactive and immersive elements, such as augmented reality and experiential marketing, are also gaining traction, allowing consumers to engage with brands in meaningful ways. Overall, the demand in 2024 is for imaginative approaches that enhance visibility while creating memorable experiences, ultimately fostering deeper connections between brands and consumers in an increasingly crowded advertising landscape.

Mona Al Yousef Business Development Director

Paul Abouchacra Managing Director, StarzMedia & Media Mix

Jennifer Alcober Media Manager

Carole Saliba Sales Director

Lynn Abouchacra Business Development Manager

Zeeshan Anjum Sales Manager

INDUSTRY SNAPSHOT

How has the journey been so far at Media World?

Our journey at Media World has been nothing short of remarkable. An impressive growth trajectory of nearly 90 Per cent year-on-year stands as a testament to our success, making us one of the fastest-growing entities in the industry. This achievement is largely attributed to our visionary Chairman, Mr. Amer Ahrari, whose leadership has been an invaluable asset. Under his guidance, Media World has expanded from 15 locations to over 50 in less than four years.

Above all, none of this would have been possible without the unwavering, ethical, and kind leadership of our Chairman, Mr. Ahrari. His dedication has not only driven our success but also established Media World as one of the best places to work. The culture he has fostered is one of innovation, ethics, and continuous improvement, making it a privilege to be a part of this organisation.

Sandra George Chief Executive Ofﬁcer

What

DOOH innovation has excited you the most over the past 12 months and why?

In the Digital Out-of-Home (DOOH) space, we've made significant strides. This year, we launched our first digital screen in Dubai, a landmark achievement as it is the largest high-resolution screen in all of MENA. This milestone is merely the beginning, as we plan to rapidly expand our digital inventory with new assets that will establish themselves as landmarks in their own right.

Our commitment to excellence is further demonstrated through our investment in industry-approved measurement tools, ensuring that our advertisers receive accurate and measurable results. This initiative not only enhances our service offerings but also builds trust and reliability within the industry.

What can we expect from Media World in the near future?

As we continue to grow and innovate, the people of UAE can expect even more exciting developments from Media World. Our vision is not just to lead but to set new benchmarks in the industry. Our upcoming projects and initiatives are poised to redefine the digital out-of-home advertising landscape, bringing unparalleled opportunities and value to our clients and stakeholders.

We remain committed to delivering the highest quality services and pioneering innovations that will keep Media World at the forefront of the industry. Stay tuned for the transformations and breakthroughs that we have in store.

In your opinion, what makes OOH remain one of the most eﬀective traditional forms of advertising?

OOH advertising remains highly effective due to its ability to reach large audiences in high-traffic locations, creating impactful impressions that can't be easily ignored. Its visibility and permanence help build brand recognition over time. Additionally, OOH is less intrusive compared to digital ads, allowing consumers to engage with it on their own terms. The integration of digital technology also enables dynamic content updates, real-time engagement, and data-driven targeting, enhancing its relevance and effectiveness. Overall, OOH effectively captures attention and fosters brand recall in a way that complements other advertising channels.

LEADERSHIP PANEL

Syed Ahmed Hasan Chief Operations Ofﬁcer

Basant Saad Chief Strategy & Business Development Ofﬁcer

Shafnaa Shamsuddin Group Chief Financial Ofﬁcer

Vipin Joseph Chief Sales Ofﬁcer

Founded: 1999 Ownership: Motivate Media Group and Val Morgan Network HQ: Dubai, UAE Number of staﬀ: 33 www.motivatevalmorgan.com valmorgan@motivate.ae +971 4 390 3550

Motivate Val Morgan Cinema Advertising, a joint venture company by Motivate Media Group and Val Morgan Cinema Network, represents cinema advertising sales across leading cinema exhibitors in United Arab Emirates, Saudi Arabia, Oman, Qatar, Bahrain, Kuwait, Lebanon and Egypt.

Delivering comprehensive on- and oﬀ-screen advertising and activations, Motivate Val Morgan provides advertisers with a unique avenue to reach audiences at scale on an unparalleled and memorable screen format designed to capture a ention.

Motivate Val Morgan’s expansive coverage extends to 1100+ screens across 100+ locations encompassing both metropolitan and regional areas across prominent cinema entities including AMC Cinemas, Cinemacity, Cinépolis Cinemas, Muvi Cinemas, Reel Cinemas, Royal Cinemas and VOX Cinemas.

KEY INDUSTRY ADVERTISERS:

Telecommunications, Gov. Departments, Automobiles & Services, Banking, Finance, Insurance, Healthcare, Medical, Hospitals, Cosmetics, Perfumes, Hygiene, Watches & Jewellery, F&B, Fashion & Clothing, Restaurants, Cafés

AWARDS:

Most awarded cinema advertising partner in the world – Dubai Lynx, Eﬃe, The One Show, Cristal, Proxama and a Cannes Lion.

LEADERSHIP TEAM

The Outdoor Media Oﬃce

Founded : 2017

Ownership/holding group: Ministry of Energy & Infrastructure Regional headquarters: Dubai

Number of staﬀ: 13 www.moei.gov.ae outdoor@moei.gov.ae 04 5274 993

In line with the plan to merge the Ministry of Infrastructure Development and Energy with the Sheikh Zayed Housing Program and the Federal Land and Maritime Transport Authority into a new Ministry, the Ministry of Energy and Infrastructure has implemented a strategic plan. This plan aims to organise, develop and enhance the UAE’s competitiveness in the sectors of energy, mining, water resources, land and sea transportation, roads, utilities, housing, building, construction, and investment sustainability. It also focuses on optimising partnerships, technology, and advanced sciences, while adopting global innovative solutions to improve the quality of life.

This plan serves as a roadmap for a new phase of comprehensive development, aligned with the government’s future vision. It contributes to the UAE’s long-term goals for the next ﬁfty years, leading up to UAE Centennial 2071, and driving the national economy to achieve global leadership. Additionally, it ensures the provision of distinguished services for customers, designed in accordance with standards of quality, eﬃciency, and transparency.

KEY PARTNERS: Sharjah Municipality, Ajman Municipality and Planning Department, Umm Al Quwain Municipality, RAK Public Services Department, Fujairah Municipality

SERVICES OFFERED: Oﬀer prime locations on the federal road for investment to out of home advertising companies for long leasing periods

LEADERSHIP

Dr. Abdullah Al Shwaikh Outdoor Media Oﬃce Director

Avinash Udeshi COO

Ian Fairservice CEO

Devanand Kerkar Senior Regional Finance Manager

Ahmed Ramadan Regional Sales Director

Sahal Valliyot Senior Marketing Executive

Founded: 2021

Holding group: Next What Group of Companies

Head of company: Tanvir Shah

Regional headquarters: Dubai, UAE

Number of staff: 17 nextwhat.ae

+971 4 451 3706

contact@nextwhat.ae

At NextWhat, we work with brands, advertisers, media agencies, government, and charity organisations to engage people with Out-of-Home experiences that educate, engage, inform, and inspire. Our premium large format sites and stateof-the-art billboards make brands unmissable. Our products offer heightened visibility and effective impressions.

PROPERTIES:

32 properties including hoardings, wall banners, unipoles and glass facades across Dubai Abu Dhabi and Sharjah.

TANVIR SHAH

Founder & Managing Director

IN YOUR OPINION, WHAT MAKES OOH REMAIN ONE OF THE MOST EFFECTIVE TRADITIONAL FORMS OF ADVERTISING?

Dubai is home to over 200 nationalities, each with its own distinct cultural and linguistic preferences. When people are indoors, they tend to engage with media tailored to their language—whether through radio, television, or print—making it challenging for media planners to reach everyone through a single medium. However, when people step outdoors, OOH advertising overcomes these barriers. Billboards, for example, are seen by everyone, regardless of language or ethnicity, making them a powerful tool for reaching a diverse audience. In a dynamic city like Dubai, where the population is constantly on the move, OOH offers advertisers the ability to connect with a broad spectrum of individuals. This medium remains highly relevant and impactful in the Dubai market, where its reach is unmatched by other forms of traditional media.

WHAT HAVE BEEN THE TOP DEMANDS FROM BRANDS AND CLIENTS IN 2024?

In 2024, brands have become more discerning in their advertising choices, with many seeking to stand out by opting for exclusive, standalone advertising spaces. They prefer to avoid being part of the advertising clutter often seen in

LEADERSHIP PANEL

INDUSTRY SNAPSHOT

shared spaces. We have seen a strong demand for sites that allow brands to have complete ownership, and fortunately, most of our assets are standalone, which fits perfectly with these client needs. Additionally, our clients tend to avoid digital billboards featuring multiple advertisers, as this format dilutes their brand message. As one of our clients remarked, “I do not wish to be part of a raffle draw,” reflecting concerns that their ad may get lost among others. Digital formats are often effective indoors, but when it comes to outdoor advertising, exclusivity is essential to ensure a brand’s visibility and impact.

WHERE DO YOU SEE NEXT WHAT ADVERTISING IN THE NEXT THREE YEARS?

Since our launch in 2021, Next What Advertising has experienced rapid and consistent growth, doubling year after year. We have several new assets lined up, and these upcoming acquisitions will help accelerate our expansion even further. Our strategy is focused on becoming one of the top three OOH advertising companies in the region within the next three years. We are confident that with our current momentum, strong client relationships, and strategic asset acquisition plans, this goal is within reach. Our aim is to continue delivering high-quality, innovative advertising solutions that meet the evolving needs of our clients.

WHAT IS YOUR TAKE ON THE STATE OF THE ATTENTION ECONOMY, AND WHAT DOES OOH HAVE TO OFFER IN THIS LANDSCAPE?

In today’s fast-paced world, where consumers are constantly exposed to information online, OOH advertising stands out as a powerful medium for capturing attention in public spaces. Unlike online ads, which can be skipped, blocked, or ignored, billboards are unavoidable in physical environments. OOH offers brands the opportunity to deliver dynamic, eye-catching content that grabs attention and creates strong brand recall. This is particularly important in the current attention economy, where cutting through the noise is a challenge. OOH can make a lasting impact, making it a vital tool for brands looking to stand out in a highly competitive landscape.

Kulsum Shah Director

Tanvir Shah Founder & Managing Director

Rajesh Khemani Director -Sales

Mohhammed Akram CFO

Mohammed Barabaa Head of Legal Affairs

Deen Shah General Manager

Royal Outdoor Advertising

Founded: 2012

Managing director and owner: Souriana A. Khalek

Headquartered: Dubai info@royaloutdooradv.com

PROPERTIES: Lampposts in Ras Al Khaimah, Um Al Quwain, Fujairah and Sharjah; hoardings in Fujairah and Ras Al Khaimah; bridge banner in Sharjah; hoarding on Sheikh Mohammed Bin Zayed Road.

Trinet Outdoor Advertising

Founded: 2000

Headquartered: Dubai Number of staﬀ: 18 info@trinet.ae

Starz Media

Founded: 2018

Holding group: Danube Group

Headquartered: Dubai

Number of staﬀ: 10 jennifer@starzmediainc.com

Starz Media was founded in 2018 by the Danube Group. Starz Media’s core mission involves offering expert, visible and targeted brand marketing exposure by effortlessly integrating each brand into the city’s landscape through strategically located OOH advertising mediums in Dubai. Starz Media and Media Mix Advertising formed a strategic and mutually beneficial alliance aiming at constantly growing their inventory as well as looking out for valuable opportunities while maintaining a clear and focused business approach and vision.

Founded: 1986

Headquartered: Beirut + 10 local oﬃces

Number of staﬀ: 300 www.pikasso.com

Hughe e.nassar@pikasso.com +971 50 115 7280

Talon

Founded: 2000 Head oﬃce: Dubai (MENA); London (Global) Number of staﬀ: 33 mena@talonooh.com

Talon is a pioneering global independent Out of Home (OOH) media agency delivering strategic, data-driven creative and OOH advertising campaigns.

Pikasso is the number one OOH company across the Levant and leader in North Africa and West Africa with a presence in Italy and Armenia

The Group operates in 11 countries and in all segments of OOH & DOOH including billboards advertising, street furniture, retail & malls, transport advertising.

Our focus is on ensuring audience engagement in prime locations and delivering creative opportunities to our advertisers through the combination of technology and innovation.

PROPERTIES

Large format digital screens: Italy, Lebanon, Jordan, Iraq, Morocco, Algeria & Ivory Coast

Classic large formats: 11 capitals, 80 main cities and towns in 11 countries

Billboard advertising: 434 cities and towns in 10 countries

Malls concessions: 75 concessions, 7 countries

Supermarket networks: Lebanon, Iraq, Jordan, Morocco, Algeria, Senegal, Mali and Armenia

LEADERSHIP PANEL

Nicole Razzouk Sales Director, Iraq

Hughe e Nassar Regional Commercial Director

Djalila Mahnane Commercial Director, Algeria

Rania Daniel Kildani General Manager, Jordan

Chemsi Berrada Sales Director, Morocco

Francesca Vincenti Head of Programmatic & Innovation

Yazle Marketing Management

Founded: 2013

Holding group: Yazle Global

Headquartered: Dubai

Number of staﬀ: 35 jamie@yazle.com

PROPERTIES: 20 instore digital screens across Choithrams and Aswaaq supermarkets, Invenda UAE 200+ digital screens, Invenda KSA 250+ digital screens

Flick Advertising

Founded: 2020 Regional headquarters: Dubai

Leading advertising firm Flick is dedicated to strategy planning for delivering quantifiable outcomes. Positioned at well-known sites, including private jet airports, Flick is well-equipped to change the advertising scene for our customers.Through a carefully chosen mix of indoor and outdoor advertising solutions that appeal to the most affluent consumers in highly prestigious sites, Flick redefines marketing in a modern way. Flick provides brands with unmatched exposure and visual interaction.

Founded: 2004

HQ: London with oﬃces in Dubai, Paris and Johannesburg

Number of staﬀ: 10 privatejet.media

+971 52 666 4495 banan.abusi a@privatejet.media

Private Jet Media presents exclusive advertising solutions in the world’s largest private jet terminals network, where brands can reach out to the VIP Travelers and high-net worth individuals with no wastage.

Our network encompasses the media and brand activations in more than 100 private jet terminals across the GCC, Europe, Asia and Africa.

PROPERTIES:

GCC: 35 digital screens network in 9 private jet terminals located in Dubai, Abu Dhabi, Sharjah and Jeddah.

Globally: More than 200 Digital screens network in Europe, Africa, Asia covering main hometown of HNWI such as London, Paris, Geneva, Zurich, Milan, Munich, Singapore and Johannesburg.

LEADERSHIP PANEL

Founded: 2016

Holding group: Exceed Holding For Sports L.L.C.

Regional HQ: Abu Dhabi

Number of staﬀ: 75

www.pyxis.ae

info@pyxis.ae

+971 50 841 8173

Pyxis Events LLC, based in Abu Dhabi, is a leading 360-degree events and brand agency. Specialising in tailored solutions, Pyxis transforms client objectives into memorable events from concept to completion. A subsidiary of Palms Sports PJSC, their expert team creates impactful connections and transformative experiences that leave lasting impressions.

PROPERTIES:

Emarat: 87 LED Screens + 177 LCD Screens Pillars )( Dubai-Sharjah& Northern Emirates) ADNOC: 100 LED Screens ( UAE Network Except Sharjah) Taxis: Fleet of 3000 Units Within Abu Dhabi and Al Ain

Khaled Alasmar Head of OOH Advertising

Mukhles Fuad Odeh General Manager

Qais Rousan Head of Marketing

Sorya Benbrahim Senior Digital Media Sales Executive.

Sinclair Eiloart Operations Director

Camille Bernard Head of Planning

Attractions

Activities

Dining

Health

Education

Entertainment

Real

Hotels

The

Founded: 2004

Holding group: Ajman Holding Regional headquarters: Ajman, UAE

Number of staff: 25 www.rayaat.ae +971 6 711 6728; +971 6 740 7772 info@rayaat.ae

Rayaat is a full-service agency renowned in the UAE’s marketing and advertising landscape. We specialise in outdoor advertising, event management, print, and production services. With more than 20 years of excellence along with our team of creative designers, print production experts, and fabricators, we consistently exceed client expectations through one-stop-shop solutions – from eye-catching signage and billboards to custom digital printing and metal fabrication.

At Rayaat, we continue to drive businesses to new heights with unwavering commitment to quality, timeliness, and cost-effectiveness.

PROPERTIES:

Ajman: 600 lampposts, 6 hoardings, 1 unipole and 1 digital screen.

JOHN SHERFAN

General Manager, Rayaat

WHAT MAKES OOH REMAIN ONE OF THE MOST EFFECTIVE TRADITIONAL FORMS OF ADVERTISING?

One of the reasons why out-of-home advertising remains effective is its ability to reach a wide audience in various locations. OOH ads are often placed in high-traffic areas where they can capture the attention of a diverse range of people, including those who may not be exposed to other

INDUSTRY SNAPSHOT

forms of advertising. Additionally, OOH ads have a physical presence that can create a memorable impact on viewers, making them more likely to remember the brand or message being promoted. Overall, the widespread reach and tangible nature of OOH advertising contribute to its ongoing effectiveness in the advertising landscape. At Rayaat, we continue to expand our outdoor assets to leverage these benefits.

ARE AUDIENCE ANALYTICS AND PROGRAMMATIC DOOH CHANGING THE ADVERTISING LANDSCAPE?

Yes, audience analytics and programmatic DOOH are certainly changing the advertising landscape. By providing advertisers with valuable insights into consumer behaviour and preferences, audience analytics help in targeting the right audience with the right message at the right time. Programmatic DOOH, on the other hand, allows for more targeted and personalised advertising campaigns that can be delivered in real-time based on various factors such as location, time of day, and audience demographics. Together, these technologies are revolutionising the way advertisers connect with consumers and are leading to more effective and efficient advertising strategies.

IS SUSTAINABILITY STILL A CRITICAL ISSUE WITHIN THE OOH INDUSTRY AND HOW SHOULD IT BE ADDRESSED?

Sustainability is still a critical issue within the out-of-home (OOH) advertising industry. To

LEADERSHIP PANEL

address this issue, OOH companies should focus on reducing their carbon footprint through initiatives such as using eco-friendly materials for billboards, incorporating energy-efficient lighting, and implementing recycling programmes for old advertisements. Additionally, companies can work towards promoting sustainable practices within their supply chain and operations, as well as partnering with organisations that share their commitment to environmental responsibility. Embracing sustainable practices not only aligns with corporate social responsibility goals but also helps to create a positive brand image and appeal to environmentally conscious consumers.

HOW CAN OOH PERFORM AT EVERY STAGE OF THE MARKETING FUNNEL?

Out-of-home advertising (OOH) can effectively perform at every stage of the marketing funnel by utilising strategic placement, creative messaging, and data-driven targeting. At the awareness stage, OOH can reach a broad audience and generate brand recognition through eye-catching visuals and memorable messaging. In the consideration stage, OOH can provide targeted messaging based on location and demographics to drive interest and engagement. Lastly, in the conversion stage, OOH can include clear calls-to-action to encourage immediate action from potential customers. By integrating OOH into a comprehensive multichannel marketing strategy, businesses can effectively engage with consumers at every stage of the funnel and drive results.

Mohammad Hassan CFO, Ajman Holding

Yahya Al Jasmi MD, Ajman Holding

Jasmin Garcia Operations, Rayaat

John Sherfan GM, Rayaat

Safwan Abdullah Sales, Rayaat

Danish Munawar Sales, Rayaat

Some days, I look back at old photos of when I first arrived in Dubai in 2004, and I often see in the background a barely built JBR or a dormant plot of land where Downtown Dubai now sits with its plethora of high-rise towers.

The before-and-after pictures of Dubai and nearby cities have become staples in the growth narrative of the region, whether they are aerial shots of Dubai Marina, the day the Emirates Golf Club first opened, or comparisons of what Dubai Airport started out as versus what it is today.

One thing that always strikes me, though, bearing in mind this is only going back 20 years, is how densely populated the OOH landscape has now become. From a couple of unipoles and lampposts on our iconic Sheikh Zayed Road, to what we see today with building wraps, megacoms, special builds and back-to-back scaffoldings, which seemingly stretch from one interchange to another.

With a population growth from fewer than 1.5 million in 2005 to more than 3.5 million today, the city’s upward trajectory has been mirrored by the number of OOH sites needed to communicate the increased volume of brand messages all vying for consumer attention and catering to the increase in demand created as a result.

BRANDS BEYOND BILLBOARDS

The MediaVantage’s Manoj Khimji explains the extra edge that Middle East brands need to bring their visions to life in front of potential consumers.

The same, however, is not true of other major global cities. Whilst populations have also grown (albeit at a lower rate) in global hubs such as New York, London, Paris, Shanghai and Tokyo, the OOH advertising opportunities have evolved in a different direction.

Firstly, it was through the redevelopment and physical appearance of their iconic sites, which has now moved into the creation of experiential areas enabling advertisers to activate and bring their brands to life beyond billboards.

Even as new sites develop in these key international markets, brand display space remains, but the real advantage is the ability to curate experiences for passersby and offer a level of interaction that goes a step further.

When the Sphere launched in Las Vegas in late 2023, images of the stunning creatives being hosted on there (and emojis, of course) did the rounds across social media and the advertising industry. As groundbreaking as it is, the project is in fact focused on its ability to host events, concerts, and brand-led gatherings as much as its enormous dome-like display space.

Similarly, when the Outernet opened in London, the display screens across its giant Now Vista, Now Building, Now Trending and Now Arcade sites represented the largest combined digital OOH screen site in the UK, but it was the capability created through the investment in their technology that was the real story.

Brands such as Diriyah Gate, DCT Abu Dhabi and AlUla ran successful campaigns, using a range of advancements such as live feeds, gestural interactivity, real-time motion capture, audio-reactive graphics and even interactive floor deployment to bring some of these Middle East entities to life.

Physical activations like this aren’t necessarily new, but they are the key drivers of OOH investment across major international markets currently. They elevate sites beyond competitors, landlords reap the monetisation rewards and, most importantly, brands love them.

Middle East brands in particular need that extra edge to bring their visions to life in front of potential consumers. Off-plan projects, regions that don’t yet exist, and future hosts of global sporting events can be blasted out across billboards all over the world.

Until an audience in London or New York or Shanghai sees, feels and hears the brand, the scepticism won’t go away. Having a strategic physical presence at Harrods in Knightsbridge, the Outernet London, or the newly launched Below-The-Lights at Piccadilly bridges brandconsumer gaps like nothing else can.

The Outernet, for example boasts more than 220,000 daily visitors and became one of the UK’s most visited tourist sites in 2023 – such was the lure of the content (and brand communications) at the district.

With the recent announcement of the Sphere coming to Abu Dhabi, it looks like we could see more of this approach in the region too. Certainly, in terms of global campaigns, the proof is in the experiential pudding.

By Manoj Khimji, Managing Director, The MediaVantage

Holding group: Multiply Group

Headquarters: Abu Dhabi

www.violaoutdoor.ae

info@voutdoor.ae

+971 04 446 7540

Viola Outdoor has been a driving force in reshaping the UAE’s advertising landscape through cutting-edge digital innovations, strategic redevelopments, and critical partnerships. As a key player in the out-of-home (OOH) sector, Viola Outdoor is renowned for its portfolio of impactful, forward-thinking advertising solutions.

Viola Outdoor provides comprehensive static and digital out-of-home (DOOH) solutions that ensure maximum exposure and strategic reach across the Emirates.

PROPERTIES:

The Digital Link: Abu Dhabi – 16 digital bridges; The Link: Abu Dhabi – 40 static bridges banners, Dubai – 29 static bridges banners.

The Skyline at Al Hosn: 1 digital screen at Hamdan St. Opposite Qasr Al Hosn; The Marina wall at Al Bateen: 1 digital screen; The Pointe at Al Reem Island: 2 digital screens

FireFly taxi screens: 100 Taxis

Bus wrap for public buses in Abu Dhabi

Lampposts in Abu Dhabi: 2204 Faces Digital Totems, Abu Dhabi: 17 totems

AHMED EMAM

Chief Revenue Officer

WHAT MAKES OOH REMAIN ONE OF THE MOST EFFECTIVE FORMS OF TRADITIONAL ADVERTISING?

OOH advertising thrives by effectively reaching broad urban audiences and boosting brand awareness and market share. Pairing with digital platforms amplifies exposure and drives higher ROI. Within the Multiply Group’s media vertical, our strength lies in offering diverse solutions

INDUSTRY SNAPSHOT

that meet clients’ needs. Our media reaches a broader population and offers a grand scale to provide a multi-city solution, delivering the highest value through tailored media plans. Our unique locations and network of highimpact products across Dubai and Abu Dhabi, complemented by high-quality creative and data-driven strategies, make OOH irreplaceable for brands seeking to connect deeply with their audience. This combination of teams and resources allows us to respond to client needs more effectively, offering large-scale campaigns that deliver significant impact.

IS OOH UNDERGOING A CREATIVE RENAISSANCE AGAINST STEREOTYPES AND VISUAL CLUTTER?

Absolutely, and within the Multiply Group’s media vertical, our teams are driving that creative renaissance. We’ve expanded our inventory and innovative capabilities by combining expertise from different sectors, ensuring that brands break through visual clutter with meaningful, high-quality campaigns. We scale these creative approaches to reach a broader audience within the main arteries and high-density communities. This dual approach enables us to deliver more custom, immersive brand experiences, whether focused on premium markets or mass reach.

The creative renaissance in OOH is about using technology, design, and storytelling to deliver campaigns that are not just seen but remembered. We are a unified group at the forefront of that movement.

LEADERSHIP PANEL

HOW DOES OOH PERFORM AT EVERY STAGE OF THE MARKETING FUNNEL?

OOH has proven effective across all stages of the marketing funnel. Within the Multiply Group’s media vertical, we leverage our combined inventory—our high-impact platforms offer unparalleled visibility for brand awareness. Iconic placements provide prime spots for brands looking to establish their identity, while a broader network helps reach an extensive, diverse audience. Further down the funnel, dynamic content and data integration allow us to engage specific audiences at the consideration stage, driving deeper interaction. This multi-funnel approach positions OOH as a critical component in any marketing strategy, ensuring that brands can engage consumers from awareness to conversion.

WHAT ARE THE TOP DEMANDS FROM BRANDS AND CLIENTS IN 2024?

In 2024, brands will increasingly demand flexibility, personalisation, and digital innovation from their OOH campaigns. They want seamless integration with digital platforms, programmatic buying, and the real-time adjustment of content. We can deliver precisely that with the combined strength of Multiply Group’s media vertical. Our innovative and focused solutions complement the ability to scale campaigns and reach a broader population. This ensures that we meet the needs of every client, whether they require a premium campaign or a wide-market solution. By merging our capabilities, we offer more tailored, multi-city solutions that provide the highest value to the market and become the most resilient and comprehensive offering for any client.

James Harrison Chief Product Officer

James Bicknell Chief Executive Officer

Ahmed Emam Chief Revenue Officer

Dean Crossland Chief Financial Officer

Sean Gadsby Head of Programmatic

In today’s dynamic marketplace, the ability to innovate and adapt is crucial for success. While the focus in the GCC and MENA regions has traditionally been on regional reach, the demand for global expansion is rapidly increasing.

As countries unveil ambitious visions for the future – such as Saudi Arabia’s Vision 2030 and Dubai’s Vision 2030 – there is an obvious excitement surrounding new possibilities. These initiatives aim to transform economies and elevate the region’s status on the global stage, creating fertile ground for attracting not just investors and businesses, but also diverse talents and innovative partnerships that can drive growth and creativity.

However, crafting a global deployment strategy presents significant challenges, particularly in OOH advertising. Detailed market research is essential to identify target markets and understand the cultural nuances that influence consumer behaviour.

Each market has unique characteristics shaping purchasing decisions, necessitating tailored advertising approaches that align with local tastes while maintaining a consistent global brand identity.

Incorporating data from a thorough media landscape analysis allows brands to fine-tune their approach based on regional dynamics. Each campaign objective must be applied to each market; what works for one audience may be less effective for another.

For instance, a brand-building campaign targeting high net worth individuals may

make use of super premium large-format digital screens in major capitals across the globe, whereas a campaign with an objective to drive purchase intent may utilise a layered approach focused on small format digital locations planned in malls, reaching commuters in stations, and adding a layer of programmatic OOH to further drive action.

Analysing audience behaviour – such as the time they spend commuting, frequent touch points throughout their day, and the environments they engage with – helps identify the most meaningful OOH formats. This understanding informs the balance

‘‘AS THE GCC AND MENA REGIONS EMBRACE GLOBAL AMBITIONS, LOCAL INSIGHTS REMAIN PARAMOUNT.”

between static versus digital locations, or the integration of experiential elements such as augmented reality (AR) to boost engagement and recall.

Creativity is fundamental in OOH, pivotal for capturing attention and driving engagement. Emerging technologies such as experiential, dynamic, and anamorphic experiences elevate the landscape to new heights. According to a Nielsen analysis of more than 500 campaigns, creative elements contribute 47 per cent to purchase and sales, followed by reach (22 per cent) and brand (15 per cent). Dynamic DOOH is another layer that improves effectiveness. Recent research by WARC found that contextual DOOH campaigns increase ad recall and sales response by 32 per cent,

Today’s technology and tools enable us to understand and engage with local audiences through a customised approach. Leveraging technology and the right audience analysis tools, brands can swiftly gain insights into

diverse global audiences. This enables them to deploy OOH campaigns targeted to each local audience.

An effective global OOH strategy requires market expertise, cultural understanding and tailored approaches, with local knowledge and applied creativity utilised to enhance engagement and achieve business objectives. Taking these factors into consideration when customising OOH campaigns will amplify visibility and drive meaningful engagement, delivering messages that resonate with local audiences.

Depth of knowledge is required to navigate diverse markets effectively. Local expertise is invaluable when it comes to providing insights into market dynamics that enhance the likelihood of success through culturally sensitive strategies.

Talon, the independent global out of home agency, has expertise in managing cross-market deployment and aligning strategies across regions. We ensure global consistency while efficiently delivering tailored market approaches.

As we look to the future, the evolution of OOH advertising will be driven not only by technological advancements but also by a commitment to effectiveness. Demand for localised, immersive advertising experiences is continuing to grow, reflecting consumer expectations for authenticity.

In an increasingly interconnected world, OOH offers brands a unique opportunity to connect with global audiences in the real world. As the GCC and MENA regions embrace global ambitions, local insights remain paramount. By harnessing the power of data, creativity and cultural understanding, brands can navigate the complexities of global markets while resonating authentically with local consumers.

Brands that embrace this dual focus – on global strategy and local execution – can not only stand out in crowded spaces but will also cultivate lasting connections with consumers. The journey of bridging borders through innovative OOH campaigns is just beginning, and the potential for growth and impact is immense. As we move forward, let us champion the power of localisation in the pursuit of global success.

By Chadi Farhat, Managing Director, Talon – MENA