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, a chance 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 talk about 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, it 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."

ABOUT:  Grand Visual

Grand Visual is a unique, global production agency providing creative and production services for Out Of Home. They craft compelling OOH activations, shaped around audiences, locations and mindsets using various creative techniques; joining the dots between brands, agencies and media owners to activate creative Out of Home campaigns in the real world.  

Grand Visual has been operating in and helping define the OOH channel for almost twenty years and became part of Talon through acquisition in 2019.

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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.

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BackLite Media has shared the “strategy behind the story” of Jimmy Choo’s summer campaign, promoting its summer eyewear collection. The campaign, which ran for nearly a month from June to July 2024, leveraged high-impact advertising spaces within BackLite’s Digital Icons network. It explicitly targeted screens near Downtown Dubai en route to Dubai Mall and Umm Suqeim Road, making it an effective drive-to-store campaign for the brand.

“These locations were selected for their visibility, effectively capturing the attention of Jimmy Choo’s target demographic, affluent shoppers, and reaching millions of passersby,” James Bicknell, CEO of BackLite Media, told Campaign Middle East.

With the capability to deliver approximately 45 million impressions monthly, this campaign ensured widespread visibility for the brand.

Speaking about the strategy behind the campaign, BackLite revealed the transition from traditional static billboards to dynamic digital screens, marking a new era in content delivery that empowers advertisers with real-time updates, flexibility, and standout campaigns in the UAE.

James said, “Digital Out-of-Home (DOOH) media is on the verge of transforming the OOH industry. As media moves toward a screen-based environment tied to data and technology, criteria like time, content, and contextual relevance have become the new pillars of OOH media placement.”
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“With web browsers and apps increasingly blocking cookies, ad spend is shifting to the DOOH sector more quickly than expected. Marketers now see DOOH as a more respected medium for engaging consumers in meaningful and conversational ways,” he added.

BackLite Media’s integration with cutting-edge technologies, such as live data feeds and location-based services, allows the company to target audiences and deliver contextually relevant content on the Digital Icons network.

In a market moving towards measurement and performance, BackLite has stayed ahead of the curve.

James said, “We recognise that more than digitisation is needed. To truly excel, we’ve incorporated data into our strategy, providing clients with comprehensive reports highlighting metrics such as playouts, impressions, reach, and frequency, enabling them to make informed decisions and maximise their impact.”

“We offer detailed reports encompassing these metrics by partnering with Seventh Decimal and Admobilize. Seventh, Decimal’s pre-campaign planning tool assesses location performance, allowing us to recommend specific sites based on campaign objectives. We close the loop by providing post-campaign reports to help clients understand their campaign performance,” he added.

BackLite also collaborated with Media Agency Group on the campaign.

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We are excited to announce our recent collaboration with CFI Financial Group on their campaign along Sheikh Zayed Road in Dubai.

The campaign's objective was to boost awareness of their trading platforms and services. We recommend using the high-impact advertising spaces at The Dubai Jawhara, located right next to the Museum of the Future and Digital Icons. These essential locations have screens near Downtown Dubai and Um Seqquim Road, and they have been selected for their unparalleled visibility to High-net-worth-individuals (HNWIs) and ability to effectively capture the attention of the brands' target demographic, reaching millions of passers-by.

Thank you to Leen Daoud for her continued support and trust in our company, and we look forward to collaborating with you on future campaigns.

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Royal Caribbean Group, in partnership with BackLite Media, has launched a mesmerising campaign that captures the essence of luxury travel and redefines how brands connect with their audiences in iconic locations. 

Hosted across BackLite Media's extensive network of screens in Dubai, Abu Dhabi, and Roxy Cinemas, this 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 shines through reaching niche audiences.The campaign's reach is as impressive as its visuals. 

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What sets this campaign apart is its ability to effectively target niche audiences. Rather than casting a wide net, it hones in on travellers and enthusiasts who appreciate the finer things in life. By leveraging BackLite Media's strategic placements and audience insights, Royal Caribbean Group ensures its message reaches those most likely to respond positively.

The success of this campaign is a testament to the collaborative efforts of Royal Caribbean Group and BackLite Media. By combining creativity, data-driven strategies, and a deep understanding of their target audience, they've created a campaign that captures attention and drives engagement and conversions.

As the campaign continues to sail across screens in Dubai, Abu Dhabi, and Roxy Cinemas, it leaves a lasting impression on viewers—a reminder that luxury travel is not just a dream but a tangible reality waiting to be explored.

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We are thrilled to announce that the University of Birmingham has once again partnered with BackLite Media for a strategic campaign, having been a valued and trusted client of the company for several years. Our longstanding partnership has consistently focused on delivering strategic advertising placements on Sheikh Zayed Road, one of Dubai's most prominent and sought-after outdoor advertising locations.

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Our recent collaboration with the University of Birmingham was meticulously crafted with two primary objectives in mind:

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→ Increase Visibility: We aimed to elevate the University of Birmingham's presence and reach among the diverse audience commuting along Sheikh Zayed Road, Dubai, daily. As the road is a bustling artery in Dubai, achieving maximum visibility was paramount to capturing the attention of potential students.

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→ Enhance Brand Recall: We sought to create a lasting impression beyond mere visibility. By strategically placing the University of Birmingham's advertisements at key locations, we aimed to reinforce brand recognition and ensure that the audience would remember and recognise the university effortlessly.

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We recommended leveraging the high-impact advertising spaces at The Dubai Jawhara, located right next to Museum of the Future and Digital Icons, an essential network with screens near Downtown Dubai and Um Seqquim Road, to achieve these ambitious goals effectively. These sites were selected for their unparalleled visibility and the ability to effectively capture the attention of the University of Birmingham's target demographic, which has reached millions of passers-by.

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The campaign was executed seamlessly for a significant period. This strategic duration was chosen to maximise exposure and ensure that the University of Birmingham's message was consistently and effectively conveyed to its target audience throughout the campaign.

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In conclusion, our partnership with the University of Birmingham exemplifies the synergy between strategic planning and impactful execution. We are grateful for the trust placed in us and look forward to continuing our collaboration, driving even greater success in future campaigns.

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The holy month of Ramadan is an incredible opportunity for brands to connect with their audience through Out-Of-Home (OOH) advertising in the UAE. Ramadan is a month of intense spiritual rejuvenation with a heightened focus on devotion, so it is essential to include these sentiments in the messages.

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We are thrilled to present our latest Ramadan campaign showreel, which showcases stunning brands that used the power of DOOH advertising from The Landmark Series, The Outdoor Collection on Sheikh Zayed Road, and The Galleria Al Maryah Island.
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Many renowned brands such as Van Cleef & Arpels, JLR, Cartier, Home Center to name a few, utilised our media to tap into the prominent outdoor locations and high-traffic malls in Dubai and Abu Dhabi. These brands ensured that relevant messages were displayed during the holy month to reach their target audience.

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The age of third-party cookies is coming to an end soon, and it promises a significant change in advertising patterns. As a non-interruptive media that blends naturally into the urban landscape, DOOH is now more valued among brands and advertisers.

It’s been over a year since Google revealed its intentions to eliminate third-party cookies to meet demands for enhanced user privacy and evolving regulatory restrictions. The announcement caused a dilemma among the advertising community, leaving brands and agencies searching for answers to important questions about alternative ways to deliver ads in a relevant and timely manner. With web browsers and apps alike increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways.
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DOOH is well positioned to thrive in the cookiless era:
In a time where consumer privacy concerns are at an all-time high, DOOH has always offered an effective and seamless way for brands to reach their target audiences. DOOH has become an integral part of the advertising landscape thanks to its ability to blend seamlessly into the urban landscape while delivering relevant, engaging, and memorable messages to consumers. The medium is becoming increasingly popular with advertisers, as it offers a high degree of flexibility in communication, allowing brands to deliver targeted and contextually relevant messages to consumers in real time.
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DOOH relies on anonymised location data:
DOOH relies on anonymized location data to comprehend aggregated consumer movement patterns, aiding advertisers in determining the optimal strategies to reach their audiences effectively, including where, when, and how. However, it is anticipated that the implementation of ATT and similar privacy measures will diminish the scale of location data available, necessitating adjustments in targeting and measurement practices for DOOH advertisers.

The ability of digital out-of-home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before.

It’s time that your brands’ digital ads hit the road! Ensure growing customer engagements even in a cookieless age with DOOH.

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In an age dominated by digital marketing and the privacy concerns that arise with it, the Out of Home (OOH) advertising sector has proven to be a more prominent and credible medium over the years. The growing number of devices vying for our attention reduces individual reach and effectiveness of brand messaging. OOH remains a key medium that surrounds audiences in their everyday environment.

It can reach them while they are close to the point of sale, and when they are more receptive and are less distracted by other media. Digital Out of Home (DOOH) media is on the verge of a change that will ultimately reshape the OOH industry. As the media moves toward a screen-based environment tied to data and technology, criteria like time, content and contextual relevance will be the new pillars of OOH media placement

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CREATING AN IMPACT SHOULDN’T BE A QUESTION

With a multitude of consumer platforms, marketers must prioritise the effectiveness of their creative content. For brands, the choice of messaging, visual appeal and the frequency of refreshing visuals all play pivotal roles in determining the impact of their brand’s message. To succeed in today’s cluttered landscape, they must be exceptionally sharp and distinctive.

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One exemplary approach to achieving this differentiation is through branded billboards and creative out-of-the-box executions. A great illustration of this strategy’s success can be seen in the case of McDonald’s. The fast-food giant seized the opportunity to transform a conventional BackLite static billboard into an authentic work of art leveraging the ‘Branded by BackLite’ platform. The outcome? An unforgettable campaign that captured the attention of audiences and left a remarkable impression.

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DOOH, THE ULTIMATE ADVERTISING SOLUTION IN A COOKIELESS FUTURE

With web browsers and apps alike increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways.

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DOOH has seamlessly integrated into the advertising and urban landscape, while delivering pertinent, captivating and lasting messages to consumers, all while upholding their privacy.

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MORE STRATEGIC USE OF DATA

One of the hottest topics for this region and globally is data, which wasn’t high on the agenda pre-2020 but is now in high demand. We have evolved far from merely selling ad space to now providing brands with the right media network that matches their objectives and demographics. The rapid advancements in Out of Home technology and data have allowed BackLite Media to utilise second-party data provided by landlords and partners to understand consumer behaviours and shopping patterns in destinations and malls to target specific audiences at the right time on the most relevant screens.

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The medium has evolved to leverage this data to create real-time contextual ads, such as anonymised mobile intelligence, location, camera sensors and IoT data, to gather information. This development of smart tech creates more efficient advertising campaigns without the requirement to retrieve personal data.

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OOH MEDIA HAS A GROWING ROLE IN PROMOTING SUSTAINABILITY

As environmental consciousness grows, the OOH advertising sector is making efforts to align with sustainable practices. We are increasingly opting for eco-friendly materials, such as recyclable vinyl and LED lighting, for our static billboards and digital displays. Additionally, we are embracing digital displays that use less energy compared to traditional illuminated billboards. This not only reduces costs but also demonstrates a commitment to sustainability.

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The ability of Out of Home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before.
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