Two weeks have passed since we sat together at Pier 60 in New York, listening to some great panels and speakers in a packed schedule and a packed venue. From the Meta Verse with adidas to understanding Programmatic Out of Home with Adomni. The message was clear; the future is dynamic, flexible, and digital.

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The icing on the cake for our trip to the US was collecting the award for Most Creative Campaign for the adidas “I’m Possible” where adidas took over The Triple Crown with its “I’m Possible” user-generated content (UGC) campaign.

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Through social media, adidas invited women to share photos of what sports means to them, along with their stories of turning the impossible into possible every day.

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Every post shared, irrespective of the sport, was turned into billboards across the city in real-time, with the centrepiece being The Triple Crown on Sheikh Zayed Road. The billboards, in return, became countless pieces of social content, starting conversations about making sports more inclusive.

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For a campaign activated in only one city, it was seen and talked about in over 25 countries, obtaining a reach of over 250 million.

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Having collected DOOH-E, it was time to head back to Dubai and celebrate.

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Earlier this year, Backlite attended the World Out of Home Organization’s Toronto Global Congress. The Congress, which was their first in-person event since Dubai 2019, brought together 400 attendees from across the world. Among the topics discussed in depth were programmatic, what clients want from OOH, the changing macro-media landscape where e-commerce increasingly rules, sustainability, diversity, and the way digital OOH amplifies social media in real-time to significant effect.

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In 2023, the World Out of Home Organization will once again host its MENA Forum. The in-person MENA forum will be their first in the region since 2019 and will take place here in Dubai from 15-17 February 2023. This forum follows the WOO’s first post-pandemic in-person Global Congress in Toronto and their first in-person APAC Forum in Kuala Lumpur in October.

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We look forward to attending and experiencing the complete programme of presentations and speakers from the region and the wider global Out of Home industry. Topics to be covered include Maintaining OOH’s Advantage in a Digital World, Driving Growth in OOH through Audience Measurement and making the most of OOH’s Programmatic Opportunity.

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Find out more and register for the event here.

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