SpotLite by BackLite Media, Vol 2.0 – 2024

DESIRABLE BY LOCATION

#IC3 #IC4

Sheikh Zayed Road: Stretching 558 44 km, the meeting point of all roads leading to the 7 Emirates of the

The strategic location of Sheikh Zayed Road gives it a higher value as the chosen location for the most luxurious and important hotels, tourist attractions, and landmarks.

DUBAI - SHEIKH ZAYED ROAD

The Landmark Series (Digital)

The Triple Crown

The Dubai Gateway

The Dubai Jawhara

The Dubai Oryx

Unipoles: (Static)

UAE 23

UAE 12

UAE 31

UAE 35

UAE 42

UAE 04

UAE 43

UAE 14

UAE 11

UAE 38

UAE 27

UAE 26

UAE 02

UAE 03

The Helix Network

DNA 1 (UAE 12)

DNA 2 (BL 108)

DNA 3 (UAE 38)

DNA 4 (BL 308)

T3: (Static)

UAE 36

UAE 36A

UAE 37

The Portrait Gallery (Static)

UAE 18

UAE 21

UAE 22

Digital Icons: (Digital)

BL 108

BL 308

#IC1

INTRODUCING

ABU DHABI’S MOST DESIRABLE MEDIA NETWORK

Spanning Abu Dhabi’s premier destinations, malls, and preferred routes of the city’s C-Suite and High-Net-Worth-Individuals (HNWI), our strategic digital media coverage across the city is poised to provide advertisers with a comprehensive outdoor media plan, reaching more than 50% of the city’s population, including tourists.

REACHING

50% OF ABU DHABI’s POPULATION

INCLUDING TOURISTS

MARINA MALL

AL BATEEN AIRPORT

SHEIKH

ZAYED GRAND MOSQUE

KHALIFA CITY

YAS ISLAND

MOHAMMED BIN ZAYED CITY

ABU DHABI AIRPORTS

ZAYED CITY

SAADIYAT ISLAND

JUBAIL ISLAND

RAMHAN ISLAND

ZERAA ISLAND

ABRAHAMIC FAMILY HOUSE

CEO’S REMARKS

Dear Readers,

In an era dominated by digital platforms and the privacy concerns that come with it, Out-of-Home (OOH) advertising has become a more prominent and credible medium. OOH surrounds audiences in their everyday environment, reaching them when they are close to the point of sale and less distracted by other media.

The UAE’s OOH market continues to thrive, with a staggering 12% year-on-year growth, showcasing our industry’s resilience and adaptability. At BackLite Media, we are proud to be at the forefront of this evolution, pioneering innovations that redefine how brands connect with their audiences.

In the realm of Digital Out-of-Home (DOOH) and Programmatic DOOH (PrDOOH), we stand out as trend-setters, harnessing the power of technology to deliver targeted, data-driven campaigns. Our commitment to data integration has increased campaign effectiveness, highlighting the impact of strategic insights on driving results.

Experiential marketing remains a cornerstone of our approach, with immersive campaigns that captivate audiences and drive engagement at UAE’s most famous malls and destinations like The Galleria Al Maryah Island and Al Qana. Our collaborations with leading brands have seen a significant uplift in brand recall, showcasing the power of memorable brand-building experiences.

Partnerships lie at the heart of our success story. This year’s highlight has been our acquisition by Multiply Group, propelling us towards extended reach and accelerated growth. We are poised to unlock new opportunities, expand our footprint, and deliver unparalleled value to our clients and partners.

As we navigate the ever-evolving landscape of OOH, one thing remains constant – our unwavering commitment to innovation, creativity, and excellence. We invite you to join us on this journey as we continue to illuminate the world with impactful campaigns and transformative experiences.

BY JAMES BICKNELL CHIEF EXECUTIVE OFFICER

GUCCI

THE LANDSCAPE GALLERY – PART OF THE OUTDOOR COLLECTION

Gucci’s Valigeria campaign showcases the House’s heritage-infused luggage on our billboards en route to its pop-up store in Mall of the Emirates, on Sheikh Zayed Road in Dubai.

BVLGARI

The campaign shows exquisite Serpenti from Bvlgari Italian craftsmanship that meets timeless elegance in their iconic collection, beautifully displayed on Sheikh

THE LANDSCAPE GALLERY – PART OF THE OUTDOOR COLLECTION

Zayed Road, near the Dubai Mall.

EXTERNAL CONTRIBUTORS

Jawad Hassan is an accomplished media and communication professional with a strong focus on industry trends. With 25 years of experience crafting strategic marketing plans, managing teams, overseeing execution and evaluating acquisitions for scaling growth and building media ecosystems, Jawad has consistently proven his expertise. In addition to his practical experience, he holds an MBA in Marketing, complementing his degree in Economics and Statistics. Furthermore, Jawad has consistently pursued professional development opportunities and completed coursework at prestigious institutions such as Harvard, Oxford, Cambridge, and Columbia. This combination of extensive experience, advanced education, and continuous learning underscores Jawad’s ability to navigate and thrive in the ever-evolving field of media and communication.

KHALED ALSHEHHI

EXECUTIVE DIRECTOR MARKETING COMMUNICATIONS

UAE GOVERNMENT MEDIA OFFICE

JAWAD HASSAN

Khaled AlShehhi revolutionises marketing communication in the MENA region as the visionary leader at the UAE Government Media Office. His innovative, human-centric strategies have significantly shaped the global perception of governmental messaging, making it more engaging and impactful. Khaled’s distinguished achievements include the 2022 World Media Group Award for Content Leadership & Innovation, the title of Advertising Person of the Year at Dubai Lynx 2023, the 2022 Effie MENA Honorary Award, and the 2023 Loeries Marketing Leadership and Innovation Award, marking him as the first Middle Eastern recipient in its 45th anniversary. These accolades underscore his profound impact on and dedication to advancing marketing practices in the MENA region. Khaled serves on the boards of MEPRA, PRCA MENA, and Cannes Lions CMO Global Growth Council and judges prestigious awards around the world.

Tom is president of the World Out of Home Organisation and Chairman of Out of Home Capital - a global media consultancy, headquartered in London that provides high level advisory on all aspects of the OOH eco system. (oohcapital.com) Previously he was Chairman of Ocean Outdoor and has held senior executive roles in several leading OOH media businesses, including an eight-year spell as Chief Executive Office at CBS Outdoor International from 1999 to 2007. He is also a Board Trustee of The London Irish Charity Foundation and a member of the World Presidents Organisation

PAULINE RADY

TOM GODDARD

Pauline plays a pivotal role as the business lead for LVMH in the MENA region, where she collaborates with a team of passionate individuals committed to achieving excellence. Her primary focus is to craft a strategic framework that hones in on local market intricacies and identifies untapped opportunities for driving growth. Pauline is a proactive leader with a strong passion for the industry, overseeing all aspects of the media agency business. She has extensive experience managing client servicing needs, encompassing technology, data, content, trading, planning, and strategy. With over 16 years of experience in the luxury industry and a proven track record of success in large-scale operations, she has established a distinct and competitive marketplace position while upholding high standards in strategy development and performance marketing.

JOSE MORA

CHIEF EXECUTIVE OFFICER

LEWAA HAMADEH

CHIEF TECHNOLOGY OFFICER & CO-FOUNDER

ANNA BAGER

PRESIDENT & CEO

VIOLETTA TOHMÉ

PROGRAMMATIC MANAGER - LVMH

TERRY KANE

MANAGING DIRECTOR, MIDDLE EAST & AFRICA

IAN MANNING

EXECUTIVE DIRECTOR

JAMES POWER

COMMERCIAL DIRECTOREMEA

CHIEF CREATIVE OFFICER

FOUNDER AND HEAD OF INSIGHTS

DAN DAWSON BROOKE ERMOGENIS

FACES BEHIND THE ISSUE

JAMES HARRISON

CHIEF OPERATING OFFICER

JAMES BICKNELL

CHIEF EXECUTIVE OFFICER

ALI CHAB

HEAD OF MALLS AND CINEMA

SEAN GADSBY

HEAD OF PROGRAMMATIC

CHIEF SALES OFFICER AHMED EMAM

ASHIN JOHN

DIGITAL OPERATIONS MANAGER

KAREN BARBOZA

SENIOR MARKETING EXECUTIVE

DIRECTORPROJECT AND OPERATIONS CHAFIK TAHRI

CESAR SIERRA

GRAPHIC DESIGNER

EDITOR’S NOTE

Welcome to this edition of SpotLite, where we focus on the dynamic and everevolving Out-of-Home (OOH) advertising industry. This issue is particularly special as it delves into the exciting realm of Programmatic Digital Out-of-Home (PrDOOH), a segment transforming the outdoor advertising landscape.

Our esteemed writers’ contributions reflect the current state of the OOH industry and offer a glimpse into its promising future. We have gathered insights from some of the industry’s leading voices. Our contributors include experts from various corners of the advertising world, each bringing their unique perspectives on the OOH industry.

From the integration of data-driven techniques to the creative possibilities unlocked by digital displays, we discuss the future trends that will define the next chapter of OOH advertising; our articles cover a broad spectrum of topics that will inspire and inform.

As you navigate this issue, we hope you’ll find valuable insights to help you stay ahead in this rapidly changing industry. We strive to provide a comprehensive experience by offering valuable insights, enriching content, and interactive elements. This is also true with our new website, an ever-evolving and engaging platform for discovering our products and services, empowering our audience to explore their interests at their own pace.

Thank you for joining us on this journey. We are excited to share the stories and strategies shaping the future of outdoor advertising.

Happy reading!

BY JAMES HARRISON CHIEF OPERATING OFFICER & EDITOR IN CHIEF

Multiply Group has laid groundwork for a multi-brand media powerhouse

The last few years for Multiply Group have been remarkable; the Group has celebrated significant milestones, expanded its portfolio, and reported consistent growth in a revenue totaling 3.5x since listing in December 2021, reaching AED 1.3 billion as of December 2023.

Multiply has also been highly considered in its investment approach, identifying and qualifying opportunities in the industries and businesses that make sense and then backing this up with effective investment decisions.

One such industry is media, where Multiply Group’s mission has been to build an integrated multibrand media powerhouse as part of an overarching vertical value creation model. To do this, Multiply Group has acquired stakes in promising media companies, ones that are wellestablished and primed for further growth.

As proof of concept, Viola Communications, the integrated communications agency with exclusive OOH media rights joined the Multiply media vertical alongside Media 247 the Out-of-Home media specialists, as well as Firefly, the New York based digital media platform pioneer. This year, BackLite Media a premier Digital Out-of-Home (DOOH) advertising company also joined the Group. The media vertical currently contains more than 1,500 assets out of which 400+ are digital and 50 are on Sheikh Zayed Road, which is considered as one of the most premium OOH locations on earth.

BY JAWAD HASSAN

These strategic activities reflect the Group’s sense of optimism for the media industry, and they show that Multiply Group believes that the media business has tremendous growth ahead.

The businesses in Multiply media portfolio have also been very active; last year for instance, Multiply Group, Viola Communications, and Firefly launched disruptive digital out-of-home platforms in the UAE. The geo-targeted digital taxi-top screens introduced on Abu Dhabi’s Tawasul fleet of taxis deliver content using location-based, GPS-enabled triggers - ensuring millions of impressions per month.

Out-of-Home (OOH) advertising has evolved rapidly in the last few years in the UAE with annual growth of 16% between 2020 to 2023, and BackLite has been at the very forefront, capitalising on this growth. BackLite was the first to start programmatic buying of its inventory by integrating with leading global SSPs and DSPs, paving the way for the largest programmatic network in the region.

The future is also looking bright: Multiply Group recognises that the global media and communications industry is poised for further rapid digital transformation. As such, the Group is rallying its future investment focus to be about advanced digital advertising technologies, including AI and machine learning, to offer targeted and efficient advertising solutions, immediate content dissemination, and heightened user engagement.

With assets like BackLite, Media 247 and Viola integrated into its portfolio, it can push further forward to leverage digital transformation to move closer to goal of being an integrated multi-brand media powerhouse. The Group is aware that to achieve this, it will need to expand digital out-of-home (DOOH) advertising, enhance its content offerings, and explore new revenue models in the digital space.

Multiply Group is laser-focused on activities that deliver short-term impact and longterm value, and it aims to continue value accretive investments in the media vertical, with the overarching goal of propelling Multiply Media to an appropriate valuation for listing on the local stock exchange, subject to regulatory approvals.

AMBITION TURNS TO ACTION

AD NET ZERO’S MIDDLE EAST HUB LAUNCHES

Earlier this year, we turned ambition into action! I took to the stage at the Dubai Lynx to announce the launch of Ad Net Zero’s Middle East hub in strategic partnership with the Advertising Business Group.

With 2023 and 2024 declared as the Years of Sustainability by the UAE President, His Highness Sheikh Mohamed bin Zayed Al Nahyan, and the successful culmination of COP28 in Dubai, the message is crystal clear: Sustainability is our mandate; it is not a choice, nor is it optional.

And driven by His Highness’s call, our industry is now turning words into action, Sustainability is our immediate mission.

The journey from conversations at Cannes Lions to the launch of Dubai Lynx has been inspiring.

BY KHALED ALSHEHHI

It’s a reminder that change begins with dialogue, but it’s cemented through action.

I was proud to stand among the architects of this change, committed to envisioning a sustainable future for advertising and making it a reality.

What if every ad we created could turn the wave against climate change? What if every campaign we launched not only boosted sales but also reduced carbon footprints?

That’s the future Ad Net Zero envisions for the UAE and beyond

This milestone isn’t just about ads; it’s a pledge to our planet.

In alignment with the UAE’s commitment to Sustainability, the recent unveiling of the ‘Blue Residency’, a 10-year visa, further exemplifies our dedication to rewarding environmental champions and fostering a sustainable future.

Let’s extend a big shoutout to everyone involved in this pivotal shift: Google, META, Unilever, GroupM, MCN, Dentsu, Publicis Groupe, and Omnicom Media Group, who were instrumental in launching Ad Net Zero.

Their contributions have been invaluable. Together, we’re not just answering the callwe’re echoing it loud and clear across the industry.

Let’s make Sustainability our legacy!

TRENDS DRIVING OUT-OF-HOME’S (OOH) GLOBAL EVOLUTION

The global Out-of-Home (OOH) industry finds itself in an exciting position. As with other mainstream media, it’s facing the challenge of rampant big tech, but that is uniquely an opportunity in itself as Digital OOH carves out a more significant market share.

BY TOM GODDARD PRESIDENT & EXECUTIVE CHAIRMAN

Global advertising is forecast to reach about $900 billion this year, with online advertising taking 70%. That still leaves $270 billion for other media, assuming online continues its dominance (much of it from search). $270 billion is far more than the ad market was worth ten years ago ($187 billion).

Here are some trends:

1. Recovery from the pandemic: The OOH industry recovered when hit harder than most media, reaching 2019 levels last year, with most analysts forecasting strong growth in 2024 and beyond. Digital Out-of-Home (DOOH) is the primary driver of revenue, although classic (static) OOH remains the biggest by volume in many parts of the world.

2. Measurement is crucial for growth, which has been a problem for OOH in many parts of the world, with different countries and media owners using different systems and some no systems. The World Out of Home Organization has been instrumental in making the case for more consistent, reliable and easy-to-use data, and significant progress has been made. However, there is much more to do.

3. Artificial Intelligence (AI) greatly impacts the media industry, particularly the agency planning and buying. Programmatic is now a fact of life and is set to become even more significant, as machines, not humans, make more of the decisions made by media agencies. This means that measurement gains even more importance—we must also give the machines what they need.

4. Consolidation in OOH ownership is inevitable after a post-pandemic period with relatively few such deals. Private Equity, in particular, will be a significant buyer.

5. OOH’s opportunity to be an impactful medium: Many advertisers are realising that impact is becoming harder to achieve with so much media available, primarily online. OOH has a unique opportunity to expand into this space, given its prominence in many of our cities and its status as an affordable ‘Broadcast’ medium. TV, the previous leader, is slowly but surely losing its place as a highimpact medium as its reach reduces.

Value is not pushed hard enough, which is surprising when one analyses our channel’s low and highly competitive Cost per Impression (CPM) our channel delivers.

AN INTERVIEW WITH PAULINE RADY

AGENCY PERSPECTIVES ON OOH ADVERTISING IN THE UAE

How would you describe the current landscape of Out-of-home (OOH) media in the UAE regarding trends, innovations, and challenges?

The UAE leads the GCC region in adopting Out-of-Home (OOH) advertising. Its developed outdoor advertising industry caters to different verticals, with every category having an outdoor form that aligns with brand business objectives. The UAE was the first to accelerate digital outdoor advertising, providing brands with luxurious canvases for storytelling.

Several key trends have emerged from the acceleration of outdoor digital advertising:

• Battle for Share of Voice (SOV): Certain brands have reached a market share of up to 90%, with some choosing to have exclusive rights to their category to establish and retain their audience over time. In certain instances, outdoor spaces have been named after these brands, indicating that they own and control that area as part of their outdoor heritage.

• Outdoor Excellence: Brands use iconic landmarks to tell their stories by merging the landmark’s legacy with the brand’s DNA.

• Innovation: Using 3D formats has become popular in creative strategy. Brands are now using CGI to combine physical and digital elements for social media amplification.

What are the key advantages of OOH advertising compared to other forms of media, especially in the context of digitalisation?

OOH advertising is crucial in the initial phase of a customer’s journey. Studies show that it drives brand awareness and recall. The selection and placement of outdoor advertising play a critical role in brand strategy. Large formats capture a broad audience and make a strong statement. Formats near stores are measured based on foot traffic. OOH campaigns aim to create distinction and stimulate social conversations.

BY PAULINE RADY

BUSINESS LEAD - LVMH

How has technology, such as Programmatic Advertising and Data Analytics, influenced the evolution of OOH media strategies?

• Customise: In an era of Artificial Intelligence (AI) and data-driven customisation and personalisation, Programmatic Digital Out-of-Home (PrDOOH) is poised to be a game-changer. Moving away from onesize-fits-all creatives, it prioritises relevance based on audience interests.

• Resonate: One of the most significant impacts of PrDOOH on marketers’ campaigns is the ability to leverage insights to create more appealing creatives that resonate with the audience. This represents a significant evolution in outdoor advertising.

• Innovate: PrDOOH opens up new possibilities for creativity and innovation in outdoor advertising. Marketers can experiment with dynamic content, interactive ads, and other engaging formats to capture audience attention and drive engagement. Overall, PrDOOH revolutionises the way OOH campaigns are planned, executed, and optimised, leading to more effective and impactful advertising campaigns.

What advice would you give to businesses or marketers looking to incorporate OOH advertising into their overall marketing strategy, especially in the UAE market?

One thing we all need to agree on is that every media channel plays a distinct role within the overall purchase funnel. As marketers, we should plan and orchestrate each channel based on a full-funnel strategy. It’s not about replacing one channel with another, but rather about creating a robust media strategy that aligns with the objectives of each channel, whether it’s brand awareness or driving sales.

It’s essential to remember that each channel operates on its own algorithm. For instance, in my experience, OOH advertising is the most effective channel for reaching a broad audience. By setting up the right measurements based on the outdoor media selection, you can achieve better performance. This is where you can start to attribute the weight of each channel and understand how they work together to achieve the best outcomes.

Looking ahead, what do you envision as the future of OOH media, and how do you anticipate it will continue to evolve in the coming years?

OOH media will continue to evolve, especially with the integration of digital technology, allowing for more dynamic and interactive content. Real-time data usage will further enhance the ability to measure ROI accurately.

The competition for share of voice and category exclusivity will remain fierce, particularly among luxury brands. Additionally, sustainability is

becoming an increasingly important consideration as environmental consciousness grows. There is a growing demand for more eco-friendly and sustainable advertising solutions to reduce waste. Finally, combining art with OOH panels to create luxurious outdoor placements will remain crucial to disrupting clutter and standing out in the future.

TIFFANY AND CO.

Located in close proximity to Dubai Mall, this iconic digital media is visible to millions of passbys on Sheikh Zayed Road each month, making it the perfect place for brands to stand out in the competitive advertising world.

The campaign showcases Tiffany’s creativity and unparalleled design, displaying its delicate jewellery creations of timeless beauty and superlative craftsmanship.

THE DUBAI GATEWAY - PART OF THE LANDMARK SERIES DUBAI

DESIRABLE BY

LOCATION

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

CREATING UNMISSABLE OPPORTUNITIES

DUBAI

ABU DHABI

29 Key Locations on SZR in Dubai

8 Large Format Digital Screens

#1 Partner of the Dubai RTA

10 Million Annual Visitors

17 Digital Screens

8 Promotional Stands

340+ Digital Screens

High Profile Malls in Abu Dhabi & Dubai

12 Million Annual Viewers

111 Screens between Roxy & Novo Cinemas

These huge, innovative, and unique screens have changed the media landscape on Sheikh Zayed Road in Dubai and now in Abu Dhabi.

THE RETAIL COLLECTIVE

SILVERLITE CINEMA

THE LANDMARK SERIES

THE UAE MARKET OVERVIEW

The UAE’s Out-of-Home (OOH) and Digital Out-of-Home (DOOH) landscape continues to evolve, driven by innovative trends and technologies. As a market leader, BackLite Media has been at the forefront of this transformation, consistently delivering exceptional services and pushing boundaries in the industry.

The Landmark Series: A Beacon of Luxury

The Landmark series, which showcases iconic structures such as The Triple Crown, The Dubai Gateway, and The Dubai Jawhara, has become synonymous with luxury and premium advertising and has taken the market by storm. These landmarks have hosted prestigious client campaigns, highlighting our dedication to delivering unparalleled service and creating impactful brand experiences resembling ultraluxury brands’ strategies and positioning. With luxury conglomerates such as LVMH, Richemont, and Kering collaborating with BackLite Media for many years, it is evident that our service quality and clients’ trust are unparalleled.

BackLite Media is proud to announce the fourth instalment of its Landmark series in 2025. This unique structure promises clients a strategic location and a distinctive presence to complement their objectives.

Success Stories with Iconic Brands

Our success stories in 2023 and ongoing in 2024 testify to our team’s commitment to excellence. Collaborations with renowned brands like McDonald’s over the launch of Branded by BackLite has enhanced brand visibility and showcased BackLite’s ability to create bespoke solutions for clients across various industries.

Investing in the Future:

At BackLite Media, data drives our strategies. We are committed to helping clients achieve exposure measurability for their campaign investments. We are gearing up to launch The Helix Network, the UAE’s first audience-based DOOH network, which will empower clients to book advertising spaces smartly based on their target audiences and objectives.

We are dedicated to shaping the future of OOH media in the region. Our futuristic approach to media and relentless dedication to innovation ensures that BackLite remains a driving force in the industry.

With our focus on client success and exceptional service, BackLite Media is the partner you need to achieve your marketing goals.

BY AHMED EMAM CHIEF SALES OFFICER

VAN CLEEF & ARPELS

Strategically positioned between Dubai Marina and Downtown Dubai on Sheikh Zayed Road, The Triple Crown is Dubai’s most influential advertising location.

Van Cleef & Arpels’ campaign showcasing its exquisite jewellery displays the Maison’s spirit of beauty and refinement on the iconic Triple Crown.

SAINT LAURENT

The Dubai Gateway, part of The Landmark Series, with its prime location, eye-catching design, and association make it an excellent opportunity for brands to attract a diverse and affluent audience.

Saint Laurent’s campaign on The Dubai Gateway inspires audiences on Sheikh Zayed Road to elevate their wardrobe with iconic pieces from the new collection.

FOCUS ON ABU DHABI

Abu Dhabi, the capital of the UAE, shines as an excellent, innovative city with high living standards and strong economic growth. Its tourism sector is soaring to new heights. Embracing the digital revolution,

We at BackLite Media mirror this spirit, driven by the remarkable vision of Abu Dhabi’s leadership. With great pleasure, we unveil our expansion in Abu Dhabi, offering desirable and premium Digital Out-of-Home (DOOH) Advertising solutions tailored to captivate audiences. This momentous announcement solidifies our position as a leading provider of premium outdoor advertising solutions tailored to affluent audiences.

BY ALI CHAB

HEAD OF MALLS AND CINEMA

With iconic destinations like Al Qana and The Galleria Mall, Al Maryah Island, our portfolio is set to flourish with ‘The Landmark Series,’ reflecting the grandeur of this magnificent city.

The Landmark Series in Abu Dhabi will feature a collection of iconic outdoor advertising structures strategically positioned in key, high-profile locations across the city. These structures are visually stunning and crafted to captivate audiences and leave a lasting impression.

In line with this vision, we launched the award-winning Crowns in the heart of Abu Dhabi at Al Qana. With its impressive scale and strategic placements aimed at targeting Abu Dhabi’s High-Net-Worth Individuals (HNWIs) and Emiratis, The Crowns is set to offer advertisers unparalleled visibility and exposure to a diverse audience.

Our decision to extend The Landmark Series to Abu Dhabi coincides with the city’s rapid growth and development. As Abu Dhabi continues to establish itself as a vibrant centre for business, culture, and tourism, the demand for impactful advertising solutions has never been greater. The Landmark Series presents an exciting opportunity for businesses to engage with consumers in Abu Dhabi in a meaningful and impactful manner.

With the city now recognised as a preferred hub for investments, business and real estate, Abu Dhabi provides the ideal backdrop for our innovative advertising structures. We are confident that The Landmark Series will enhance the city’s advertising landscape and offer premium brands a powerful platform to connect with elite audiences.

Through the integration of cutting-edge technology and creative design, our expansion is set to deliver unparalleled visibility and engagement for advertisers while enhancing the urban landscape of Abu Dhabi.

IWC SCHAFFHAUSEN

The Crowns, Abu Dhabi, is an excellent example of how the combination of prominent location, design and association offers a prime opportunity for brands to capture the attention of diverse and affluent audiences.

IWC Schaffhausen was one of the initial brands launched on the prestigious Crowns in Abu Dhabi, located at Al Qana.

Dior’s campaign on The Portraits at The Galleria indulges visitors in luxury and elegance with the exclusive watch collection.

The campaign invites visitors to discover the allure of exquisite watches and jewelry at the Dior boutique in the mall.

THE GALLERIA AL MARYAH ISLAND - PART OF THE RETAIL COLLECTIVE

Mohammed Rasool Khoory & Sons has opened a new Rolex boutique at The Galleria Al Maryah Island in Abu Dhabi, adding to the destination’s outstanding mix of luxury brands, and reinforcing its position as the premier luxury destination in the capital.

displays the beauty of a selection of

The campaign on The Artwall at The Galleria

Rolex watches, which are impeccably displayed in refined showcases finished with bronze trim.

THE GALLERIA AL MARYAH ISLAND - PART OF THE RETAIL COLLECTIVE

Legendary yet constantly being renewed,

transporting

the Maison delights in

the aura of the Parisian Faubourg Saint-Honoré to New York’s Madison Avenue.

is a

of mischievous stickers,

across

The Hermes campaign

collection

flying freely

borders, transports the aura of 24 Faubourg Saint-Honoré in Paris to 706 Madison Avenue in New York.

THE GALLERIA AL MARYAH ISLAND - PART OF THE RETAIL COLLECTIVE

DESIRABLE BY

Our goal is to revolutionise Out-of-Home (OOH) advertising by combining traditional mediums with advanced data-driven strategies. We achieve this by utilising our 360 ecosystem of data measurement tools and sources. We aim to assist clients in maximising their media investments by providing support throughout the entire process, from pre to post campaign.

WHERE DATA IS JUST THE STARING POINT

WE CAN ALWAYS DOOH MORE WITH DATA

We have observed a digital trend worldwide, which is also unfolding here. Through a market assessment and a deep understanding of the environmental factors, we have successfully installed industry-leading Digital Out-of-Home (DOOH) screens capable of withstanding even the harshest conditions.

WRITTEN BY JAMES HARRISON CHIEF OPERATING OFFICER

However, we recognise that digitisation alone isn’t enough. Hence, we’ve embedded data into our strategy. By partnering with Seventh Decimal and Admobilize, we can provide our clients with detailed reports encompassing playouts, impressions, reach, and frequency metrics.

We believe in harnessing the power of technology and Digital Out-of-Home (DOOH) advertising to create exceptional experiences. This approach is reflected in our recent campaign for Amazon Prime Video at Dubai Festival City Mall. The Prime Video and Amazon Studios’ campaign for ‘Citadel’ fascinated mall visitors with its innovative use of technology.

The campaign dynamically identified and tracked hand movements in real-time by leveraging advanced hand detection and gesture recognition technology. This feature transformed the campaign artwork seamlessly, resulting in an immersive and interactive experience that delighted visitors.

The evolving needs of our clients reflect a shift towards data-driven and resultsoriented solutions. They seek improved audience targeting capabilities to ensure their messages resonate with the right individuals at the right moment. This growing demand has spurred the emergence of Programmatic Digital Out-of-Home (PrDOOH), offering efficiency and flexibility to optimise campaigns on the fly.

In pursuing PrDOOH excellence, we’ve established an ecosystem, BackLite 360, that seamlessly integrates comprehensive data sources and solutions. This enables us to cater to our clients at every stage of the marketing funnel, delivering targeted content with precision.

When discussing technology in this context, it’s impossible to ignore the pivotal role of Artificial Intelligence (AI). Its presence is not just a concept but a tangible reality within the OOH sector. Through platforms like AdMobilize and Neurons, AI is revolutionising how we predict traffic flows, analyse content for enhanced creativity, and gauge realtime attention through eye tracking.

Integrating new technologies with OOH will propel the industry forward and revolutionise its landscape. The impact has been profound, from harnessing the power of data and AI to the advancements in LED screen technology.

AMAZON PRIME VIDEO

WHEN TECHNOLOGY AND OUT-OF-HOME UNITE!

Prime Video and Amazon Studios’ campaign for Citadel mesmerised mall visitors at Dubai Festival City. Leveraging cutting-edge hand detection and gesture recognition technology facilitated by BackLite Media, the campaign dynamically identified and tracked hand movements in real-time.

This captivating feature transformed the campaign artwork seamlessly, resulting in an immersive and interactive experience that delighted visitors.

DUBAI FESTIVAL

Scan to see the video

DATA-DRIVEN OUT-OF-HOME

You now have the freedom to select the locations, days and times where you want to launch your campaigns.

With BackLite 360, we aggregate data from multiple sources and then analyze it with custom algorithms, generating insights around traffic flows, audience demographics, buying behaviours, and dwell times. The result? Using audience profiles to plan and buy ensures that the right people, not just passersby, see your messages and ideas.

We offer clients the ability to plan and evaluate their campaigns with the help of our data partners and robust ecosystem.

THE RISE OF P r DOOH

IN THE UAE’S ADVERTISING LANDSCAPE

In recent years, the advertising industry in the UAE has witnessed a significant transformation with the advent of Programmatic Digital Out-ofHome (PrDOOH) advertising.

This dynamic approach to DOOH advertising has revolutionised how brands connect with their target audience, providing advertisers unprecedented flexibility and targeting capabilities.

BackLite Media’s Roadshow: Educating Brands and Agencies about PrDOOH

BackLite Media has been instrumental in driving the region’s awareness and adoption of PrDOOH. We initiated a comprehensive roadshow, collaborating with brands and agencies to educate them about its power and flexibility.

Through interactive workshops, seminars, and demonstrations, we showcased how PrDOOH can enhance campaign performance, drive engagement, and unlock new possibilities for brands in the digital age. This proactive approach has empowered brands to leverage the full potential of PrDOOH advertising strategies.

Our Growing PrDOOH Ecosystem

INTEGRATED WITH LEADING GLOBAL DSPS

INTERGRATED WITH LEADING GLOBAL SSPS

Notable Campaigns Hosted by BackLite Media

BackLite’s DOOH inventory offers 300+ digital screens in the UAE to help advertisers reach their target audience in diverse locations and contexts. We have hosted many successful campaigns for esteemed brands, leveraging the power of PrDOOH to deliver impactful advertising. Some notable campaigns include collaborations with First Abu Dhabi Bank (FAB), Abu Dhabi Commercial Bank (ADCB), MSI, Intercontinental Hotel Group (IHG), Tumi, and other well-known brands.

These campaigns have demonstrated the effectiveness of PrDOOH in driving brand visibility, engagement, and conversion. BackLite Media has facilitated memorable and impactful brand experiences for its clients by harnessing datadriven targeting, creative optimisation, and real-time insights.

In conclusion, PrDOOH represents a paradigm shift in the UAE’s advertising landscape, offering opportunities for brands and advertisers to connect with their audience meaningfully. Our commitment to innovation, education, and collaboration has positioned it as a leader in driving the growth and evolution of PrDOOH, shaping the future of OOH advertising in the digital era.

FIRST ABU DHABI BANK (FAB)

FAB LEVERAGES OF OUR PRDOOH NETWORK IN THE UAE

First Abu Dhabi Bank’s PrDOOH campaign flawlessly integrated online and offline media with the click of a button. By leveraging advanced impression and audience data from Admobilize, our Programmatic team at BackLite recommended locations that targeted specific geographical areas and audiences across the UAE.

The campaign was successful across prominent malls and destinations such as Digital Icons on Sheikh Zayed Road in Dubai, Dubai Festival City Mall, Al Qana, and The Galleria Al Maryah Island in Abu Dhabi, where it captivated audiences on 200+ screens, showcasing the power and potential of PrDOOH.

Scan to see the video

AN EXCLUSIVE INTERVIEW WITH

LEWAA HAMADEH

AUDIENCE MEASUREMENT STANDARDISATION FOR OOH’S GROWTH

What progress has Streach made in 2023-2024, and how has the market responded to adopting the research and its usability?

There has been a noticeable increase in the adoption of Streach metrics and usage since 2022. We have measured more than 1000 campaigns in 2023 and we are witnessing an increase in measurement demand. In Q1 2024 alone, 291 campaigns were measured on Streach, marking a year-on-year increase of 31%. The top spenders in the Luxury, F&B, Telco, and Automotive verticals are now mandating post-campaign measurement on Streach. This resulted in 129 clients receiving Streach measurement reports in Q1 2024, showing a year-on-year increase of 180%. The Streach simulator remains a valuable tool both media owners and agencies use. In Q1 of 2024, over 700 campaigns were simulated on Streach for 281 clients.

What are the latest developments with Streach in 2024?

In 2024, our plans are focused on scaling up Streach and introducing new features. The research was launched recently in Qatar, Kuwait, Oman, and Jordan, which helped expand our reach and user base. We recently completed the migration of Streach to AWS, which has resulted in improved stability, reliability, and speed for end-users. More improvements are currently in the pipeline. We also finalised the MVP for creative assessment in Q1 and will be rolling it out in the next release. Additionally, we launched transit media measurement for scheduled and non-scheduled media covering both static and DOOH.

Could you elaborate on Seventh Decimal’s partnership with BackLite and collaboration within Streach?

BackLite has been one of the early adopters of Streach. I remember presenting Streach to James Harrison on his 2nd day in Dubai in 2020, and he has believed in our vision since then and has spared no effort to support us in realising that vision. BackLite is an active member of Streach’s technical committee, contributing to discussions around impressions, methodology, DOOH, and PrDOOH. In 2022 BackLite sponsored a FFM study (Full Funnel Model) as a collaboration with Seventh Decimal and KINESSO, which for the first time included impressions on OOH as inputs to the FFM. BackLite also piloted audiences on PrDOOH with ADCB showcasing their active involvement in the space. BackLite regularly provides feedback on Streach’s usage, suggesting features and improvements, and demonstrating a solid partnership with Seventh Decimal.

We are constantly investing in developing and evolving Streach to stay at the forefront of OOH measurement in the GCC. With our

that would complement the existing quantitative currency metrics. Additionally, we plan to develop a bundle of Streach APIs that will support the integration of Streach metrics into client dashboards and programmatic platforms, for both planning and reporting. We also plan to introduce additional audience datasets for comprehensive post-campaign measurement that align with industry trends and clients’ needs.

BY LEWAA HAMADEH CHIEF TECHNOLOGY OFFICER & CO-FOUNDER

LEVERAGING LOCATION, MOBILE, AND SENSOR DATA FOR RETAIL SUCCESS

How does AdMobilize technology function within malls and destinations?

AdMobilize’s technology has been developed to capture audience exposure to digital screens and Digital Out-ofHome (DOOH) assets in the real world. Just by placing camera sensors on digital screens, our clients, such as BackLite Media, can know how many people pass by, linger on, and even view their screens, capturing detailed information about the impact of campaigns.

We deliver post-campaign reports to BackLite’s clients through our computer vision software, which uses Artificial Intelligence (AI) to count and categorise the audience based on their physical attributes, but without identifying individuals and being able to quantify a campaign’s impact without compromising the public’s privacy. Computer vision, or allowing a computer to “see,” is one of the most advanced fields within AI and machine learning, allowing us to achieve high levels of accuracy when detecting audiences and getting the correct information for advertisers.

In locations like malls and destinations like Al Qana in Abu Dhabi and Dubai Festival City, where this is especially difficult to quantify, having technology like this to quantify the audience is critical to driving successful campaign results. These are locations where people attend and spend significant amounts of time in them, pass by sections multiple times and have high dwell times compared to a street where they are just passing through. This is important for brands to understand as it can influence the type of content they can place and the time they have to catch the eye and communicate with their target audience.

BY JOSE MORA CHIEF EXECUTIVE OFFICER

What demographic information is collected from BackLite locations?

In recent years, there has been remarkable progress in AI and Computer Vision. One area that has shown significant progress is AI at the edge. This refers to the software running entirely on local machines installed at each site without saving or sending images or videos to the cloud. Our software solution uses the connected camera as an optical sensor instead of a recording device. This means the camera scans the mall/destination within milliseconds, detecting the objects it has been trained to identify. The people detected before BackLite’s screen can be analysed for various physical attributes. For example, the software can determine each person’s age and facial expression by examining their face and assigning a gender based on their facial and body features. It can also measure the amount of time each person spends in the area of exposure to the screen. By analysing the angle of the face, the software can determine if the person looks towards the screen and how long they pay attention to it.

The client is provided with data to prove their ads have been seen and to add context to where they are displayed. This includes the number of people reached, the time available to grab their attention, and the duration of the message. The software collects this data anonymously by detecting people like objects.

Can we monitor traffic patterns across BackLite’s digital screen network in Al Qana and Dubai Festival City mall?

Indeed, you can. As the metadata or the aggregated and anonymised data gets sent to the cloud to be shown on our dashboards and permanently stored, trends start to set and work as benchmarks for each location and screen being measured.

This is especially important for DOOH. In contrast with other marketing channels, such as online, where every laptop is considered similar and has one person in front, each DOOH location is a world by itself. Screens come in all shapes and sizes, and each area has very different traffic patterns. Collecting this information over time helps marketers have benchmarks for making decisions on and adapting content..

What new technologies has AdMobilize developed to enhance clients’ campaign assessment capabilities?

Computer Vision has been around since the 1960s, so it’s a familiar technology. However, it’s still in the early stages of OOH advertising. Due to advancements in precision and computer power, this technology is becoming more widely used. As the scale of usage increases, more functionality will emerge. For example, OOH can trigger content based on previous or real-time data, making campaigns more targeted. Our proprietary technology and patented features, such as the ability to play content based on the audience in front of it, will enable marketers to design targeted campaigns.

PrDOOH is becoming the norm in the industry. Trusting the data and using it not only for reporting but also for interactivity and targeting will be essential. Our platform collects this information and helps screen owners connect that data to programmatic platforms and content management systems so that they can use that data to place the right content in the right place at the right time.

PROGRAMMATIC DOOH (P r DOOH) IN THE UAE

CHALLENGES, OPPORTUNITIES AND GROWTH

How do you envision the growth of Programmatic Digital Out-of-Home (PrDOOH)

in the UAE and the region over the next five years?

Over the recent years, we have observed significant involvement from various stakeholders in the PrDOOH landscape. This includes more suppliers facilitating the programmatic purchase of their inventories and more DSPs augmenting their capabilities by incorporating DOOH into their omnichannel strategies. This alone is a great catalyst, knowing that four years ago, the region needed more screens to be traded programmatically. Advertisers have already started to test PrDOOH campaigns in the UAE; however, broader adoption is essential. More advertisers need to embrace and experiment with this buying model to collaboratively work with the supply side and speed up the growth of Programmatic DOOH in the UAE and the MENA region.

Last year, the World Out of Home Organization hosted its first face-to-face MENA Forum in Dubai, where many important topics were discussed, including in-depth discussions on PrDOOH, emphasising the industry’s commitment to its advancement.

The initiation of the IAB MENA DOOH Taskforce is also a great contributor to the growth of PrDOOH in the region, as 21+ people from 15 different member companies work closely to provide valuable output on DOOH and PrDOOH for the industry.

How will data analytics play a key role in the evolution of PrDOOH strategies in the UAE?

Data analytics will be instrumental in steering the evolution of PrDOOH in UAE as advertisers increasingly seek to maximise efficiencies in their strategies. This emphasises the need for a comprehensive understanding of the effectiveness of their DOOH campaigns. Through data analytics, advertisers can make data-driven decisions at every stage of their campaigns.

• Planning: By understanding audience composition (behaviours, demographics, etc.) and empowering more precise targeting, DOOH ads are delivered to the most relevant viewers. Advertisers will also be able to understand the context in which their DOOH ads are displayed through location, time of day, and environmental conditions. These factors can be leveraged to ensure that ads are contextually relevant, increasing their effectiveness.

• Mid-campaign Optimisations: Through real-time analytics, advertisers can monitor the performance of PrDOOH campaigns as they unfold and make dynamic adjustments to optimise campaign delivery, ensuring maximum impact.

• End-of-campaign Analysis: Attribution modelling through data analytics will assist advertisers in determining the impact of PrDOOH on consumer actions. Robust data analytics will provide comprehensive performance metrics and analysis for PrDOOH campaigns. Advertisers can assess impressions, engagement rates, and other metrics to gauge the success of their campaigns.

As described above, the application of data analytics in PrDOOH is mainstream in global markets. However, enhancing its practicality in the UAE and the region necessitates strengthened collaboration among all stakeholders. This collaboration is crucial for increasing investments and expanding the PrDOOH lumascape to narrow the gap between regional and global data-driven practices and capabilities of PrDOOH.

How are technological advancements shaping the future of PrDOOH campaigns in the UAE, and what impact do you anticipate?

One of the most attractive technological advancements in DOOH is Forced Perspective 3D (FP3D) ads, which create a dynamic and immersive dimension to brand messaging, captivating audiences with visually striking content that stands out in the real world. A great example is BackLite’s The Curve @ Al Qana, FP3D billboard in Abu Dhabi, which offers viewers a unique experience.

Further examples of technological advancements in DOOH include:

• The integration of data feeds and real-time triggers

• Interactive elements via touchscreen technology

• Mobile integrations with cross-channel experiences and Artificial Intelligence (AI) algorithms for real-time optimisation

In conclusion, PrDOOH will become prevalent in the UAE. Early adoption is key. Despite challenges, regional players are developing solutions for the evolving industry. UAE’s advancements make PrDOOH strategic for innovative and impactful advertising.

ANNA BAGER’S OPENING REMARKS

Welcome to the 2024 OAAA OOH Media Conference. This year marks our most diverse and dynamic event yet, with over 1,000 attendees spanning our incredible membership, world-class brand marketers, agency leaders, and technology partners – all here to elevate and celebrate out of home.

This year’s theme is Our Moment, which indeed it is. We kick off this event from a place of strength and opportunity. We’ve never been more set for success, from technological advances to creative innovations. This is a moment for us to seize fully.

Let’s channel the drive, innovation, and collaboration that has enabled us to thrive as an industry for decades and use it to push us forward.

Out-of-Home (OOH) is not just a survivor. It’s a thriver and a winner, continually adapting and evolving. We have enduring relevance, and our longevity proves it. But we’re at a pivotal moment, with unprecedented change around us. This is when we must fully harness our legacy of resilience, creativity, and ingenuity.

Because we are the medium of the moment, now is the time to secure our future. We must not only solidify our role in the larger advertising ecosystem but also fully understand how we can both work with and stand out from other platforms, channels, and media.

As I stand here today, I’m proud to recognise that this industry delivers more value than ever. OOH drives higher recall and engagement and is more trustworthy than any other medium. We remain fully ingrained in the fabric of everyday life—where we work, live, and play. We’re memorable, unskippable, and unstoppable.

Let me share some new Harris Poll results we are releasing today: Over 70% of consumers view digital out-of-home ads more favourably than those in the video, social media, print, audio, and online media channels.

That’s one of the reasons why Digital Out-of-Home (DOOH) is the fastest-growing segment of our industry, seeing doubledigit growth in 2023. Yet, while digital is a vital part of our offering, our influence extends well beyond that. Across the board, OOH has the unmatched ability to connect with every consumer segment in every location—from the smallest towns to the largest cities. Marketers’ success hinges not only on extending their reach but also on expanding their audience. They need to continually expose their brands to new customers.

This is where we shine.

We don’t just reach consumers once a day. We get them several times a day and in countless ways and formats. With us, a brand isn’t creatively confined nor interruptive. Instead, brands can show up in contextually relevant ways that grab consumer attention – whether that’s a towering billboard, eye-catching transit wraps, or a mall, elevator, or airport screen.

This is our moment – right here, right now – to showcase our strengths, tout our advantages, and fully seize the opportunity to set ourselves up for the future.

It’s a universal industry problem that many struggle to solve, but it can be an opportunity for us as a one-to-many medium. Context and location are what we sell. We are not plagued with the challenges facing other media channels; this could be our moment to show up for brands facing these challenges, too.

But there is still more work to be done. As we build our infrastructure for the future, we must learn from the missteps made by digital advertising as it evolves. We need a clean, simple supply chain without too many intermediaries. If we succeed, we will all make more money – media owners and agencies.

OOH can seamlessly fit with those channels and collectively enhance brand awareness and drive sales, and it’s our moment to showcase that. Our recent Harris Poll study results support this, showing how OOH is a key part of the retail media mix. 93% of consumers who noticed directional DOOH ads and visited the business made a purchase. OOH is significant at every

point of the consumer journey and is important as a connector between other channels. Where we lead to retail media, CTV leads to us. We know that OOH + CTV are a power couple, and it’s our moment to show brands how we can help amplify their CTV messaging as consumers leave their homes.

Those are just two examples of the real power of out-of-home. To quote Mark Tutssel, the legendary advertising creative and OOH champion, “Out-of-Home is the theatre of the streets.” We are central to cultural and societal moments like Coachella and the Super Bowl. Stay tuned for a great session about this later today.

Although we live in the digital age, online experiences can never—and will never—replace real-life moments. I know I’m not alone in feeling the excitement that comes with us all being gathered here today. We are trusted, tried and true.

We drive action.

We get noticed. We are real

You are a part of an industry at the forefront of creativity and innovation, and we should own that. Our canvasses give us advantages that no other medium has. Our work is seen by millions of people several times a day. We drive brand awareness on a massive scale and share messages that enhance people’s lives and change their perspectives. We’re also taking action to do what’s suitable for the planet. From digital signs powered by solar energy to investing in carbon offsets, we’re implementing eco-friendly programs that resonate with consumers and brands. Sustainability is a focus, not a fad. It’s about the future. It’s about forever.

– We’ll hear from industry-leading CMOs – We’ll talk about critical topics such as sustainability A.I.., and we’ll examine global trends

– We’ll hear from challenger and established brands about why they love OOH

– We’ll hear from Chief Investment Ifficers on how we can increase their investment in our medium. And much more.

Our moment is just not this conference’s theme. It’s our reality, and the time is now.

…To move forward

…To drive momentum

…To create a movement

Because we are the medium of the moment.

Thank you.

BY ANNA BAGER PRESIDENT & CHIEF EXECUTIVE OFFICER

INDUSTRY FORUM

BY VIOLETTA TOHMÉ PROGRAMMATIC MANAGER

LVMH

DOOH presents an immense opportunity in the UAE. People here are constantly moving, and visitor numbers continue to grow across the Emirates. The chance to adopt PrDOOH in the region remains ahead. As advertisers demand greater targeting and measurement accuracy, all value chain participants have moved from traditional to a much more programmatic opportunity. This includes digitising the physical space and moving from an “insertion order” based buying model to a more transparent and omnichannel-focused programmatic approach. To gain momentum for DOOH in the UAE, we must encourage the supply across the advertising ecosystem to digitise and focus on more dynamic content assets and inventory. This will be a win-win for everyone, enabling an audience-first, data-driven approach for brands and advertisers, resulting in more impactful, creative, measurable, and hence, effective campaigns.

Adopting PrDOOH advertising in the UAE faces challenges similar to global markets, notably a need for more understanding about its benefits and functionalities. Surveys from PwC, IAB, and VIOOH have identified this. The IAB MENA DOOH Taskforce is working to enhance awareness by publishing a whitepaper, “The State of DOOH”, and calls for standardisation in KPIs, best practices, and ROI measurement guidance. PrDOOH presents significant opportunities for precise, efficient audience targeting, integration with digital channels for cohesive branding, real-time content adjustments, and valuable data insights for strategy optimisation.

BY TERRY KANE MANAGING DIRECTOR

MIDDLE EAST & AFRICA

What barriers prevent the broader adoption of Programmatic Digital Out-of-Home (PrDOOH) in the UAE, and what can we do as an industry to make it easier for brands/agencies to buy DOOH Programmatically?

BY ASHIN JOHN DIGITAL OPERATIONS MANAGER

We are still in the early stages of PrDOOH in UAE. However, over time, publishers will start to see PrDOOH as the primary source of revenue. In other markets, publishers have dedicated Programmatic OOH teams selling into the omnichannel DSPs. These teams collaborate with us to drive the narrative and influence digital revenues. We’ve seen this work exceptionally well. Brands, agencies, and DSPs must have the tools to plan and buy PrDOOH as effectively as possible. At Place Exchange, we have developed a global planning tool which allows buyers to efficiently and accurately prepare, purchase and activate PrDOOH campaigns anywhere in the world, from anywhere in the world! The unification of audience data and outcome measurement across multiple publishers is vital to the buying community, and the publishers’ ability to provide dedicated availability through the programmatic pipelines will increase confidence in delivering PrDOOH campaigns with accurate deliverable impressions.

One of the primary challenges in programmatic advertising, particularly with PrDOOH, is the general need for more awareness among publishers, agencies, and brands about its benefits and capabilities, necessitating organised events for knowledge sharing. Additionally, the UAE market faces a shortage of programmatic inventory compared to other regions; hence, it’s crucial to motivate local publishers to offer their DOOH inventory on programmatic platforms. The absence of standardised measurement metrics for DOOH further complicates PrDOOH adoption, calling for investment in advanced measurement technologies and collaboration to standardise metrics. Technical difficulties, including the need for expertise in managing programmatic platforms and activating campaigns, highlight the importance of continuous education and training. Lastly, the diversity in creative specifications can delay campaign launches, suggesting a need to streamline these requirements to enhance campaign efficiency.

BY JAMES POWER COMMERCIAL DIRECTOR, EMEA

IAB MENA

ADOPTION OF DOOH IN THE MIDDLE EAST

It’s no secret that Out-of-Home (OOH) is a significant medium within the MENA region. Still, the rapid digitisation and automation of OOH screens in Saudi Arabia, UAE and Qatar are transformative.

IAB MENA estimates that Digital Out-of-Home (DOOH) spending was around $350m in 2023 and on a growth trajectory that could reach $700m by 2029—driven both by new inventory availability and the ability of DOOH to marry the best of mass reach and targeted, measurable delivery.

As the market for DOOH grows, we will also see an increase in programmatic buying and selling. This is still a fraction of the overall Digital OOH market in MENA, with many barriers to overcome. Still, the benefits of superior audience targeting, flighting flexibility and real-time optimisation will likely increase demand and adoption over the coming years.

IAB MENA DOOH Taskforce

The IAB MENA DOOH Taskforce, comprising 21 people from 15 member companies, released a series of papers and videos in 2023 covering the DOOH market, including a perspective on the available inventory, glossaries to set standard terminologies and a detailed whitepaper. This year, based on our members’ potential in Programmatic Digital Out-of-Home (PrDOOH), we are delving more specifically into this area.

We see a positive upside for both advertisers and media owners. For advertisers, amongst other things, the opportunity to target and optimise campaigns in real-time to specific consumers using data across different networks is a considerable effectiveness boost. For publishers, the ability to maximise revenue opportunity through optimising inventory, leveraging different audience values and real-time measurement alongside the operational efficiencies created suggests it needs to be part of any successful offering.

The development of PrDOOH suits both buyers and sellers, making it an essential contributor to a vibrant MENA advertising ecosystem. Over the coming months, we aim to collectively and collaboratively develop resources that help the broader market fully understand the opportunity that PrDOOH brings, the routes to overcome challenges, and the practical steps to create and implement it.

BY IAN MANNING

EXECUTIVE DIRECTOR

DESIRABLE BY CARE

Out-of-Home (OOH) is not just about sites and spaces, but a culmination of creativity and many factors. Quality in OOH matters, and we deliver it with personalised services, clever strategic thinking, and attention to detail. This is reflected in our close and longlasting relationships with clients.

WE UNDERSTAND THAT QUALITY MATTERS

CRAFTING MASTERPIECES IN OUT-OF-HOME (OOH) ADVERTISING

At BackLite Media, Out-of-Home (OOH) advertising is not just about selling space; it’s about creating impactful campaigns that resonate with audiences and drive results. This philosophy is at the core of BackLite Studios, our in-house creative powerhouse dedicated to crafting stunning artworks and advising clients on campaign creatives for outdoor environments.

OOH advertising is a mass and impactful medium that requires specialised artwork and clear objectives to make a lasting impression. With our successful track record, we’ve guided numerous clients in understanding the nuances of OOH creatives and assisted in creating artwork from scratch when necessary. Our experienced team of designers is always ready to collaborate and bring our clients’ visions to life.

One recent example of our collaborative success is our partnership with Royal Caribbean Group, where we launched a mesmerising campaign that redefines luxury travel and sets new standards for brand-audience connections in iconic locations.

The campaign displayed across our network of screens in Dubai, Abu Dhabi, and Roxy Cinemas was visually captivating and strategically designed to reach niche audiences. BackLite Studios’ artwork captures the essence of luxury travel and engages viewers on multiple levels. The campaign’s success is due to our strategic recommendation of screens and BackLite Studios’ in-house creativity.

The partnership between Royal Caribbean Group and BackLite Media was marked by seamless collaboration, with a perfect alignment of creativity, strategic insights, and client objectives, highlighting the effectiveness of collaborative efforts in achieving campaign goals.

Combining innovative design, data-driven approaches, and a keen understanding of audience preferences, we’ve created and helped with campaigns that capture attention and drive meaningful engagement and conversions.

As we continue to push the boundaries of creativity and innovation in the OOH landscape, BackLite Studios remains committed to crafting masterpieces that elevate brands and connect them with their audiences in impactful ways.

BY CESAR SIERRA GRAPHIC DESIGNER

ROYAL CARRIBEAN GROUP

ANCHORED IN EXCELLENCE: ROYAL

CARIBBEAN’S DOOH OUTREACH

Hosted across BackLite Media’s extensive network of screens in Dubai, Abu Dhabi, and Roxy Cinemas, Royal Caribbean Group’s campaign is more than just a visual delight—it’s a strategic masterpiece designed to reach niche audiences and create a lasting impression.

Brought to life with stunning artwork created in-house by BackLite Studios, Royal Caribbean Group’s latest campaign on The Dubai Gateway, 100+ screens across The Luxury Domination at The Galleria Al Maryah Island and Roxy Cinemas shine through, reaching niche audiences.

Scan to see the video

CREATIVITY IS THE KEY TO UNLOCKING THE POWER OF DOOH

Creativity is the key to unlocking the potential of Digital Out-of-Home (DOOH) advertising by revolutionising our urban landscapes with dynamic and engaging content, messaging and activations. Of course, I would say this... I’ve spent the last 20 years of my professional life devoted to ensuring this is the case. However, it’s important to note that it’s only possible with the perfect synergy between the media and creative worlds. What good is the world’s best DOOH campaign if the intended audience doesn’t see/care/act?

By merging innovative concepts with technology, DOOH has transformed boring old static billboards into interactive opportunities to engage with consumers like never before, to excite, entertain, inform, interact, and communicate. The world’s oldest medium is arguably the most trusted and rewarding for brands to play with creatively as part of the modern marketing mix.

Creative content that captivates audiences by leveraging location-based targeting and real-time data to deliver relevant messages is a real game changer for OOH and has been made possible through the investment that media owners worldwide have made in on-the-ground technology and screens.

Data-driven dynamic creative can ensure your campaign is always relevant to OOH audiences at given times. In some circles, this is known as Dynamic Creative Optimisation or DCO, aligning itself with the online world. We discuss this technique internally as AMM – Audience + Moment = Message. Who’s around, what factors might affect them, and how or what should we communicate with them?

Whether immersive storytelling to gamification, augmented reality, anamorphic content, CGI, technology or technique-driven, creative executions can help elevate brand visibility, drive consumer engagement, and improve effectiveness on DOOH screens.

Creativity in the DOOH media space helps campaigns transcend traditional advertising boundaries, amplifies brand narratives, and helps foster memorable connections between brands and consumers. It’s the catalyst for transforming urban environments into dynamic canvases, where brands come alive to leave lasting impressions on audiences worldwide.

There’s a quote I love to use from one of the most decorated creative advertising people in the world, Mark Tutsell, who I interviewed on my Behind the Billboard podcast:

“Think of the streets as your stage, and your goal is to earn a standing ovation.”

BY DAN DAWSON CHIEF CREATIVE OFFICER

MCDONALD’S

The fast-food chain took over a BackLite unipole to showcase its messaging, using a unique nighttime illuminating effect on the McDonald’s logo.

Branded by BackLite is revolutionising OOH advertising in Dubai, offering eye-catching solutions that captivate audiences and deliver your message in unforgettable ways.

OOH’S FIRST ONLINE LEARNING PLATFORM

The

shelf life of knowledge has never been shorter.

Where once we went to school and got certified with degrees designed to last our career, the rapid evolution of technology takes what was mainstream practice one year and renders it irrelevant the next – or sooner.

BY BROOKE ERMOGENIS

FOUNDER AND HEAD OF INSIGHTS

This is especially true in an industry like OOH. The evolution from static to digital, the widespread adoption of programmatic trading, and the integration of Artificial Intelligence (AI) have changed virtually every aspect of inventory. This is undoubtedly for the better, but it also brings some very real challenges to the market.

For seasoned OOH experts, rapid upskilling is needed to master programmatic trading, gain a broader understanding of omnichannel planning, and move away from the more ‘manual’ processes that have kept outdoor advertising siloed for so long.

For those coming from a digital space, where programmatic trading is the norm, this robust medium – and its many intricacies – must be understood to buy inventory effectively. Impressions mean different things in different formats, audience measurement is not an exact science, and attribution can be tricky unless you know what OOH advertising brings to your overall campaign strategy.

Yet incredibly, until three years ago, there wasn’t a single independent, global, market, or player-agnostic education platform for OOH. Static learning was not enough to keep up with an ever-evolving industry – so at DOOHX, we decided to make OOH learning dynamic.

Fast forward to 2024, and we have five certifications currently available – full certifications in PDOOH 101, DOOH 101 and PDOOH Advanced, and specialist minicertifications in PDOOH for Buyers and PDOOH for Publishers – and our latest course, Static OOH, coming in June 2024.

In addition, we release short-form educational content, house case studies and platform demonstrations, and share insights from experts the world over to create a single source of knowledge in OOH for anyone willing to learn. And it’s all available in your pocket via the doohx app.

Knowledge is power, and with the entire landscape of this industry continuing to shift towards automation, in-depth data integrations, unlimited creativity and insightinfused targeting, static education is dead. Dynamic learning is the future.

DESIRABLE BY

Out-of-Home (OOH) media plays a crucial role in promoting sustainability. Therefore, media owners should take responsibility for ensuring sustainable practices in their business operations and daily activities. We are proud to lead the way in the Middle East by taking concrete actions towards sustainability. We also draw inspiration from industry experts and continue our efforts in the right direction.

BUILDING A BRIGHTER AND GREENER FUTURE

BACKLITE 26

“is not an option, it’s an obligation”

We understand the importance of community and businesses’ impact on the environment and society. To be carbon neutral by 2026, we prioritise environmentally friendly practices and actively work to reduce our carbon footprint.

UNVEILING OUR INITIATIVES AND PROGRESS TOWARDS A SUSTAINABLE FUTURE

We are pleased to announce that our 2023 emission report reflects a remarkable 39% reduction in carbon footprint compared to 2022. This achievement aligns with the UAE’s commitment to sustainability as the host of COP28, where the nation is at the forefront of advancing green mobility infrastructure on a global scale.

As a leading outdoor media company in the UAE, integral to the urban landscape, we recognise the importance of steering the industry towards sustainability. Early on, we forged partnerships with esteemed green collaborators throughout our value stream, solidifying our dedication to providing brands with environmentally friendly Outdoor Advertising solutions.

The growing importance of sustainability has been a key focus in recent years. The insights gained from COP28 hosted by the UAE and collaboration with Climate Action UK have been instrumental in enhancing our sustainability efforts. As a market leader in Out-of-Home Advertising, we endeavour to ensure that Environmental, social and governance (ESG) practices are rooted in the company’s daily operations.

BY CHAFIK TAHRI

DIRECTOR - PROJECT AND OPERATIONS

Throughout 2023, we successfully implemented some impactful initiatives:

• Eliminating Single-Use Plastic in Offices: We initiated a significant change by eliminating all single-use plastics in our offices and replacing them with Loch Life, a locally sourced UAE brand aligned with sustainability principles.

• Waste Management & Recycling: Our BackLite 26 initiative involves recycling vinyl used for static media on Sheikh Zayed Road. Teaming up with Ehfaaz Recycling ensures responsible material processing, and we provide brands with recycling certificates.

• Proactive Carbon Emission Reduction: Our 2023 emission report reveals a commendable ~39% decrease in carbon emissions compared to 2022. Most digital and static unipoles now rely on DEWA grid power, and we are proud to support a hydro project in Turkey.

• Leveraging Media for Sustainability Initiatives: We collaborated with organisations like Gulf for Good and Climate Action Innovation Zone to support their noble initiatives during COP28. Our dynamic content capabilities supported Gulf for Good’s fundraising campaigns, and we served as the Outdoor Media Partner for Climate Action UK’s flagship event, the Climate Action Innovation Zone 2023, to raise awareness for the islands most affected by climate change globally.

• We are officially certified by Great Place to Work: A sustainable company must also provide an exceptional and sustainable workplace. We recently affirmed this commitment through a company-wide survey conducted by Great Place to Work Middle East. At BackLite, our people are the foundation of our success. Their unwavering dedication has transformed our company into an outstanding workplace, encompassing the governance and social aspects of our ESG strategy.

We acknowledge the ongoing journey toward sustainability. While recognising that there is more work to be done, our commitment to concrete and mindful steps ensures progress toward more sustainable solutions in outdoor advertising.

THE COP 28 UN CLIMATE CHANGE CONFERENCE IN DUBAI

Around 85,000 participants, including more than 150 Heads of State and Government, were among the representatives of national delegations, civil society, business, Indigenous Peoples, youth, philanthropy, and international organizations in attendance from 30 November to 13 December 2023

We are witnessing a growing role of OOH media in promoting sustainability. It was an honour for us to host their impactful campaigns in key locations across Dubai, effectively raising awareness about the event and driving increased participation.

CLIMATE ACTION INNOVATION ZONE

We recently partnered with Climate Action as their Outdoor Media Partner to support and raise awareness for the flagship Climate Action Innovation Zone 2023 event held from December 4 to 8, 2023, at the Madinat Jumeirah Conference Centre in Dubai.

Coinciding with COP28 UAE, this event focused on a five-day program dedicated to leveraging innovation, partnerships, and finance to ensure a sustainable future for small island states and climate-vulnerable regions.

REFLO

BACKLITE MEDIA PARTNERS WITH REFLO TO PROMOTE SUSTAINABLE APPAREL IN ITS OFFICES

As a company, it is crucial to continue to lead the way in sustainability by integrating initiatives that include environmental, social, and governance (ESG) practices into our daily operations. In line with this commitment, we are thrilled to announce our partnership with Reflo, a sustainable apparel company dedicated to creating eco-friendly sportswear and outfits.

Reflo’s innovative approach involves crafting clothing from advanced technical fabrics woven entirely from recycled waste materials. This includes repurposing single-use plastic waste and coffee beans, giving them a new life as functional and stylish apparel.

Notably, the fabrics used by Reflo adhere to several sustainability certifications, including the Global Recycled Standard, Bluesign, Oeko-Tex, and U Trust, ensuring the highest environmental responsibility and product quality standards.

Rory MacFadyen, Co-Founder of Refo, said, “At Reflo, we are driven by the belief that sustainability should be at the core of every business, and our partnership with BackLite Media marks a big steps our shared vision of this. We are a people before profit business, and it is great to see the team at BackLite Media do the same, by weaving our sustainably innovated apparel into the fabric of its operations, helping influence other individuals and businesses alike to make the right choices.”

James Bicknell, CEO of BackLite Media, said, “We are delighted to be working with Reflo. Not only does the clothing look fantastic, but the sustainable, futureproof design is paramount to our beliefs here at BackLite Media.”

By collaborating with Reflo, we as a company reinforce our dedication to sustainability and promote local businesses that prioritise eco-friendly practices. This partnership underscores our commitment to integrating ESG principles into every aspect of our operations, setting a positive example for the industry and contributing to a more sustainable future.

GULF FOR GOOD

GULF FOR GOOD LAUNCHES A DYNAMIC DIGITAL ADVERTISING CAMPAIGN

We teamed up with the UAE-based charity Gulf for Good to showcase their inspiring campaign, “Champions of Change.”

The campaign on Sheikh Zayed Road (designed in-house by BackLite Studio) featured photos of participants who signed up for Gulf for Good’s upcoming challenges. Leveraging BackLite 360’s dynamic content solutions, we took this campaign to the next level by providing live updates on participants who have registered for the challenges with their photos displayed on our Digital Icons.

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“They say you are known by the company you keep,” and this is true not only for individuals but also for brands. We have consistently taken active steps to forge the most appropriate partnerships, to seek inspiration, learn from the best in the industry, and stay up-to-date with the latest in the OOH industry. We are also very selective about the brands we showcase on our sites to ensure you are seen alongside those that strengthen yours.

THEY SAY YOU’RE KNOWN BY THE COMPANY YOU KEEP

PARTNERSHIPS FOR PROGRESS

OUR COMMITMENT TO INNOVATION AND SUSTAINABILITY

At BackLite Media, partnerships are part of our business strategy and the cornerstone of our ecosystem. Actual progress requires a collective effort, especially in revolutionising the outdoor media industry. This belief has led us to forge robust partnerships that surpass traditional boundaries and foster innovation.

At BackLite Media, being Desirable by Association goes beyond merely selling advertising space. It encompasses the trust that top brands and agencies place in us, reflected in the stunning campaigns showcased across our Dubai and Abu Dhabi locations. Our Desirability stems from our strategic partnerships with prominent landlords such as the Roads & Transport Authority Dubai (RTA), Al Qana, and Al Maryah Retail Company, to name a few, allowing us to curate unique and impactful advertising experiences. Moreover, our ecosystem of data solutions and platforms enhances our ability to deliver targeted and effective campaigns, further solidifying our position as a preferred choice in the outdoor media landscape.

Transparency is important in today’s business landscape, and we are committed to delivering accurate and practical information to our partners and brands. Our long-standing relationships and year-long campaigns with top brands such as Van Cleef & Arpels, Tiffany & Co., Dior, and Chanel, to name a few, are a testament to their trust in us year after year.

In our pursuit of sustainability, we have partnered with organisations like Gulf for Good and Climate Action. Through these collaborations and campaigns on our media, we advocate for global issues and raise awareness, aligning our values with our actions.

We envision an Out-of-Home (OOH) industry seamlessly integrated with data platforms and tools, offering advertisers the best of both worlds. Leveraging technology, OOH advertisements will become more interactive, personalised, and measurable, significantly enhancing their impact and value for brands and audiences.

At BackLite Media, partnerships are about more than business growth; they are about shaping a better, more sustainable future for the advertising industry and beyond.

WRITTEN BY KAREN BARBOZA

SENIOR MARKETING EXECUTIVE

ARABIAN BUSINESS

ARABIAN BUSINESS

BackLite Media was announced as a distinguished sponsor for the Arabian Business Leadership Summit 2024. The event witnessed former UK Prime Minister David Cameron addressing the region’s top delegates and C-Suite Executives.

We further solidified our partnership by supporting the Arabian Business Achievement Awards 2024, one of the most anticipated business events in the Middle East. Attended by royals, global and regional CEOs, and leaders from across the GCC, the awards recognised and rewarded outstanding corporate leadership across various categories.

DIOR

Our

digital billboard, The Dubai Gateway, part of the Landmark Series, is the last point of influence before Dubai Mall.

THE DUBAI GATEWAY – PART OF THE LANDMARK SERIES

Dior Cruise 2024 campaign shines on The Dubai Gateway. where the collection transforms clothes into statements of independence and affirmation, capturing the attention on Dubai’s bustling roads.

Located among our promo stands at The Galleria Al Maryah Island is Volvo Cars’ activation, an automotive live-stream concept that captivates mall visitors.

The Volvo activation hosts personalised customer journeys and offers a showroom-like experience at the mall.

THE GALLERIA AL MARYAH ISLAND - PART OF THE RETAIL COLLECTIVE

ALFRED SUPREMACY IN OOH!

Lately, we have all seen Alfred more than our friends!

If you are a regular commuter who listens to local radio stations, you must be familiar with the catchy jingle of InsuranceMarket. ae. The brand’s billboards are now all over Dubai, including BackLite Media’s Portrait Gallery and Dubai Festival City Mall, making them hard to miss.

They say a picture is worth a thousand words, but a billboard is worth a million shares! So, what better way to go viral in a city than billboards?

CHANEL

THE PORTRAIT GALLERY – PART OF THE OUTDOOR COLLECTION

BLEU DE

extravagant campaign showcases its aromatic-woody fragrance with a captivating trail embodies freedom with its strength and elegance on Sheikh

CHANEL’s

Zayed Road in Dubai.

RALPH LAUREN

THE DUBAI JAWHARA – PART OF THE LANDMARK SERIES

Ralph Lauren’s campaign on The Dubai Jawhara, located right opposite the Museum of the Future, invites visitors on Sheikh Zayed Road to explore its designer clothing, including the Polo Ralph Lauren range.

BENTLEY

BENTLEY MEDIA DOMINATION AT AL QANA

The definitive luxury SUV, Bentley Bentayga, was prominently featured across The Curve, Digital Totems, and an exciting experiential activation, Al Qana, a unique waterfront destin ation in Abu Dhabi. The destination visitors and High-Net-Worth Individuals (HNWIs) in Abu Dhabi visited the activation.

Our media network at Al Qana consists of Abu Dhabi’s largest digital advertising screen, a network of eight double-sided totems, and over ten experiential locations. These offerings are meticulously tailored to give brands ultimate visibility at this waterfront destination.

AL QANA – PART OF THE BACKLITE DIGITAL DESTINATIONS

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DYSON

THE DUBAI JAWHARA – PART OF THE LANDMARK SERIES

Dyson’s campaign on The Dubai Jawhara promoted the Airstrait™ straightener, with its stunning and visually appealing artwork.

DOLCE & GABBANA

THE LANDSCAPE GALLERY – PART OF THE OUTDOOR COLLECTION

Devotion Eau de Parfum, a delectable fragrance that celebrates life’s noblest values, takes over our billboards on Sheikh Zayed Road with its vibrant campaign.

BOUCHERON

The campaign was placed on digital screens located at the exits and entrances of Dubai Mall, targeting both residents and affluent shoppers.

Boucheron, famous worldwide for its bold, accessible style, promotes modern jewellery featuring distinctive designs and gemstones.

THE DUBAI GATEWAY - PART OF THE LANDMARK SERIES DUBAI

BOTTEGA VENETA

THE LANDSCAPE GALLERY – PART OF THE OUTDOOR COLLECTION

Bottega Veneta’s latest campaign on our billbaords showcases its luxury product offering, where its leather goods bring pleasure to the art of dressing.

FRANCK MULLER

THE LANDSCAPE GALLERY – PART OF THE OUTDOOR COLLECTION

Franck Muller, the Swiss luxury watch manufacturer named after its founder, showcases its luxurious selection of watches characterised by complicated movements and captivating designs.

PATEK PHILIPPE

With its pure lines, the Calatrava is recognised as the very essence of the round wristwatch and one of the finest symbols of the Patek Philippe style.

This campaign successfully utilises both our indoor and outdoor luxury networks, with over 100 screens, to connect with affluent shoppers in the mall.

THE GALLERIA AL MARYAH ISLAND – PART OF THE RETAIL

ALDAR

Athlon by Aldar - The new active living community concept in Dubai, takes over our digital billboards on Sheikh Zayed Road in Dubai to promote its luxury villas that are purposefully designed to be part of a dynamic living experience.

AHMED SEDDIQI & SONS

DIGITAL ICONS – PART OF THE OUTDOOR COLLECTION

Ahmed Seddiqi & Sons, a brand that has nurtured the growth of the region’s collector base since 1950, promotes its collection of vintage watches on our network of digital screens in Dubai.

AUDEMARS PIGUET

Audemars Piguet’s campaign shines on The Triple Crown is situated in Dubai on Sheikh Zayed Road, known for its prominent landmarks, bustling traffic, and high vehicular traffic.

The campaign promotes Luxury Swiss watches that embody Audemars

blend of tradition and avant-garde.

Piguet’s

THE TRIPLE CROWN - PART OF THE LANDMARK SERIES DUBAI

CHANEL

CHANEL THE ICONIC HANDBAG

We were delighted to feature the CHANEL Iconic Handbag campaign across premium locations in Dubai and Abu Dhabi, including The Triple Drown Dubai, The Crowns Abu Dhabi and Roxy Cinemas. Inspired by Claude Lelouch’s ‘A Man and a Woman,’ the campaign showcased the iconic handbag’s timeless allure.

Starring Penélope Cruz and Brad Pitt, the campaign stood out on Roxy Cinemas’ network of 24 screens, reaching niche and affluent audiences across Dubai.

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CLOSING REMARKS

As we wrap up this year’s edition of SpotLite, we reflect on the invaluable insights and experiences shared by our partners, global and regional Marketing Associations, Agencies, and brands. We are sure their perspectives have encouraged you to examine the evolving landscape of Out-of-Home (OOH) advertising from another angle, underscoring our collective drive to innovate and transform the industry.

Our approach with SpotLite positions us as more than just a media owner. We are a trusted knowledge hub where industry professionals can access relevant and practical understanding of the OOH industry. By continuously refreshing and evolving the content, we aim to cultivate a dynamic environment that encourages holistic growth of the industry.

At BackLite Media, our journeys are defined by our pursuit of excellence. This year, we’ve taken bold steps to deepen our understanding of the market, and with the support of our esteemed partners, we’ve set new benchmarks for creativity and impact.

Our acquisition by Multiply Group marks a key chapter in our story. It opens a horizon of possibilities, empowering us to scale new heights and explore uncharted territories in the OOH domain. As we move forward, we are committed to letting our work speak for itself, showcasing the power of collaboration and innovation.

We are immensely grateful for the trust and support of our partners, clients, and the entire BackLite team. Together, we will continue to redefine the boundaries of OOH advertising, set new standards, and achieve extraordinary results.

COMING SOON