‍MONTREAL, Feb 5, 2025 – Live from its annual customer summit, Broadsign Connect, in Barcelona, Spain, Broadsign today unveiled a preview of an artificial intelligence (AI) powered creative categorisation and approval feature coming to its out-of-home (OOH) advertising platform this spring.

A first-of-its-kind development for the OOH industry, the Broadsign AI Assistant is a patent-pending tool designed to substantially reduce the time media owners spend on repetitive tasks such as reviewing, categorising, and approving incoming ad creative from programmatic bids sent via demand-side platforms (DSP). It promises significant time and cost savings for media owners, as tens of thousands of unique OOH creatives are reviewed and categorised manually per month, with 100 percent year-over-year growth anticipated.

As ad creatives are submitted to the Broadsign Supply-Side Platform (SSP), the Broadsign AI Assistant will email media owners with category and approval suggestions for each ad. These recommendations are based on detailed creative analysis and learnings from the media owner’s existing inventory taxonomy on the direct-sales side of their business to enable cross-channel competitive separation.

The technology scans the creative for inventory qualities like aspect ratio, resolution, profane language, and more, as well as objects that can provide insight into which category from the media owner’s taxonomy the creative best fits, like a car for an automotive category. Leveraging that analysis, the assistant then provides approval and categorisation suggestions based on that data, which media owners can opt to approve, reject, or send to their team for closer review.

By automating the categorisation process, the Broadsign AI Assistant can minimise common misclassification errors and quickly identify sensitive content that could hamper brand safety efforts, such as creative featuring alcohol for a screen near a school, or an ad that violates local laws, like a political ad for a display located next to a polling location.

Broadsign fine-tuned and trained the large language model (LLM) behind the Broadsign AI Assistant using two years of categorisation data aggregated from DSP bids received by Broadsign customers. Once live and in use, it will continue to learn and improve its recommendations based on each media owner’s specific categorisation and approval practices.

“Automating OOH workflows is pivotal to the medium’s continued growth, and OOH categorisation and approval is a great starting point. Today, the manual process ties up hours of cycles evaluating creative that may not even win the bid,” explained Broadsign VP of Products, Francois Hechme. “The Broadsign AI Assistant can process and categorise vast volumes of creative simultaneously to help teams keep up with programmatic demand, so they can spend more time building and nurturing media buyer relationships and improving reporting. We’ve designed it so that media owners retain control over when and how they use it, so it complements, rather than detracts from their work.”

The Broadsign AI Assistant is expected to launch in early Q2 of 2025 and will be available to customers using the Broadsign SSP and Header Bidder. For more information on the Broadsign Platform, visit: ​​https://broadsign.com/broadsign-platform/

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximise revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com

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Dino Burbidge, consistently one of the top-ranked speakers at World Out of Home Organization Annual Congresses and Regional Forums, is joining WOO as its first creative-in-residence to lead a strengthened focus on creativity and new technology. Burbidge, whose career spans leading creative agencies including WCRS and major media owner Sky, will lead a Creative Workstream aimed at exploring the conjunction of creativity and technology in Out of Home.

Other areas of activity will be scoping and developing the Creativity section of the WOO database; helping to develop the flagship WOO Creative Awards, providing insight and advice for WOO members on occasions including the monthly online member calls and contributing an increased creative and technological focus to WOO communications including the weekly newsletter.

Burbidge says: "There's never been a better time for Out of Home to take a major leap forward as technology, in particular developments within AI, create a bigger, stronger and richer palette for outstanding OOH creativity. I'm delighted to be able to contribute to such an exciting new era for the medium."

WOO CMO Richard Saturley says: "Creativity is key to the ongoing success of Out of Home but to maximise that we need to embrace the opportunities technology brings too. We couldn't have a better guide for this than Dino and we're delighted to welcome him officially to WOO."

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Revenues for billboard operators have grown as much as eightfold in the past few years as digitalisation has given out-of-home (OOH) advertising a notable boost.

Sometimes seen as a bellwether for the local economy, billboards get plenty of viewing time in places such as Dubai during morning and evening traffic rush hours when cars are bumper to bumper.

For that reason, having your company’s name on them can be expensive.

Advertising on the large static billboards along the side of Dubai’s Sheikh Zayed Road can cost anywhere between AED700,000 ($190,000) and AED1 million a month.

Digital billboards can command even more. James Bicknell, CEO of BackLite Media and Viola Outdoor UAE, says its three double-sided digital displays near The Mall of the Emirates, called The Triple Crown, could fetch anywhere between AED1.8 million and AED2.5 million for a month.

Bicknell says that after the Covid-19 pandemic, the industry globally went into a rapid period of digitalisation, which has been hugely beneficial to bottom lines.

“Since digitalising, we have multiplied revenue by a factor of eight compared to when they were static previously,” Bicknell tells AGBI.

“Demand massively outstrips supply. We have six clients that we can put on there. In the busy months, we could probably double that if we wanted to.”

Spending in the UAE OOH advertising market is forecast by Mordor Intelligence in Hyderabad, India, to reach $158 million this year, with digital accounting for 29 percent of that. Mordor says the market will grow to $183 million by 2029, when digital is expected to have a market share of 35 percent.

Bicknell says the market is growing at 15 to 20 percent a year, though BackLite is seeing growth of between 30 and 40 percent a year.
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At a time when mobile and online are dominating advertising spend, Bicknell says “fractured news media” gives billboards a distinct advantage, because they are viewed by everyone.

Normally, around the world, outdoor advertising has a market share of 4 percent, but Bicknell says: “Here it has over 20, because of how media is consumed in this region.”

Bicknell believes advertisers are favouring OOH and social media advertising over online, radio and traditional forms of media.

He predicts that in 15 years’ time, OOH and social media advertising “will probably be the only two mediums that are still around”

Social media can significantly amplify outdoor ads in a way that is making advertisers sit up and take notice, industry observers say.

Austyn Allison, Middle East advertising expert and an AGBI columnist, says that done right, a planned OOH campaign reaches a new audience with the help of social media.

He says the Adidas Liquid Billboard, which featured what Adidas called “the world’s first swimmable billboard”, at Jumeirah Beach, went viral with the help of social media.

“It got liked and shared and discussed around the world, and that’s the same for any OOH work – it can now reach beyond line of sight,” Allison says.

Higher attention span

Marketing Marina had a 3D holographic display at the F1 event, which Ruolahti says received 40 percent higher attention span compared with a normal screen.

When advertisers are spending in high volumes, return on investment (ROI) can be important. New technology allows companies to track who is looking at the ads – male or female, young or old – anonymously and give footfall stats.

The technology also extends to people driving in cars, Bicknell says, though only 5 percent of customers have requested any sort of feedback.

“At the moment, customers are far more interested in sustainability – where we get our energy from, how we get rid of our panels. Those are the questions that they’re being asked more than the ROI,” he says.

The industry has seen several mergers and acquisitions. Multiply Group of Abu Dhabi acquired BackLite Media in February last year, and one of the remits is to create one holding company owning a house of brands, Bicknell says.

“We are currently in negotiations with various businesses, both regionally and internationally, to expand our portfolio,” he says, although he declines to say which companies.

The outlook for the industry is strong, Bicknell says, especially for those switching to digital.

“What’s interesting about outdoor is that there are very few industries that have in-built growth,” he says.

“If you have a heavy static network, that you can get permission to digitalise without doing very much, you can multiply your revenue by four, five or six times.”

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The media and advertising landscape in the region underwent significant changes in 2024, with key milestones that shaped the industry’s landscape.

From the completion of the OSN+ and Anghami merger to Dubai’s establishment of Mada Media for managing out-of-home advertising, the Media Milestones cover the key changes that took place in the region over the year 2024.

These media milestones, along with others, are detailed in Campaign Middle East’s Annual 2024 issue, which also features in-depth lists such as the Top 20 news stories and integrated and digital campaigns.

1. OSN+ and Anghami merge to create new regional streaming giant

In April, OSN Group completed the acquisition of its majority stake in audio platform Anghami. First announced in November last year, the merger brought the OSN streaming arm OSN+ and Anghami content libraries together. While the two products remained separate, they were connected to allow users to switch between the two easily. Elie Habib, co-founder of Anghami, took over the new combined business as CEO, while Joe Kawkabani remained the CEO of OSN’s TV business.
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2. Sheikh Mohammed establishes Mada Media to manage Dubai advertising sites

In an effort to manage out-of-home advertising sites, Dubai launched a new media company in September. Established by Dubai Ruler His Highness Sheikh Mohammed bin Rashid Al Maktoum, Mada Media Company was tasked with managing, developing, and operating advertising sites across Dubai. The move saw RTA, Dubai Municipality – in coordination with the Dubai Investment Fund – and other entities transfer their advertising-related assets, rights and obligation to the company. Mada Media Company is also responsible for investing in adtech, conducting research and ensuring regulatory compliance.
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3. IAB MENA elevates audio advertising with new task force

Industry body IAB MENA initiated a special audio task force to support audio publishers, advertising agencies and advertisers in navigating advertising in the audio mediums. A new addition to the body’s nine task forces, the audio task force was created to increase awareness and understanding of the audio advertising landscape. It aims to enhance measurement within the industry, and to ensure the effective quantification and optimisation of audio campaigns.

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4. Multiply Group buys out BackLite Media

In February, Abu Dhabi-based Multiply Group completely acquired outdoor media company BackLite Media. The acquisition saw BackLite Media join the group’s media vertical that also houses outdoor companies Viola Outdoor and Media 247. The latter was acquired by Multiply last year. The deal included all operating entities
of BackLite Media and was a step in Multiply Group’s efforts to consolidate its media vertical.
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5. Arabic attention research challenges conventional wisdom on ad measurement and OMG and Seedtag study: Contextual ads powerfully engage audience attention

Two studies were launched to measure attention using eye-tracking technology for Arabic content and ads. Conducted in collaboration with Lumen Research, Dentsu, in partnership with Snap and Teads, released its Unlocking the Currency of Attention KSA study that evaluated attention across five social, video and contextual platforms. Meanwhile, an OMG and Seedtag study compared attention and recall between traditional and contextual advertising.
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6. Al Arabia signs $142M deal for Dubai OOH rights

In January, outdoor media company Al Arabia signed a deal worth $142 million for Dubai’s out-of-home advertising rights. RTA, the Roads and Transport Authority in Dubai, granted Al Arabia the rights to install, operate and maintain 294 outdoor advertising billboards for 10 years and 5 months. The move also marked the official entry of Al Arabia, originally based in Saudi Arabia, into the UAE market, through the establishment of a local company.
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7. DMS to expand Pinterest digital ad solutions in the MENA region

Pinterest entered the advertising landscape in the region through a sales partnership with DMS in July. The partnership provides brands and advertisers with digital ad solutions to connect with Pinterest’s audience in key Middle East and North Africa (MENA) markets, including Algeria, Bahrain, Egypt, Iraq, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.

8. RTA updates Dubai OOH advertising guidelines

In August, OOH guidelines for advertisers in Dubai were updated. Published in the Dubai Out-Of-Home Advertising Manual, the updates included standardised design criteria, aesthetic elements, and updated spacing criteria between billboards. Other key additions included new designated zones for advertising and new procedures for the construction of commercial signage.

9. MMS adopts new audience measurement tool ‘KSA TAM’

MBC Media Solutions announced the adoption of the audience measurement tool KSA TAM for TV channels across MBC GROUP, Saudi Sports Company (SSC), and Al Arabiya News Channel. The adoption was revealed in light of the decision by Saudi Arabia’s General Authority of Media Regulation to establish KSA TAM as the official national benchmark for audience measurement in the Kingdom.

10. RTA rolls out in-car interactive screens in taxis

In March, RTA announced the introduction of 4,500 in-car interactive screens in taxis. The screens showcase lifestyle, news, entertainment, offers and promotions, and create new opportunities for advertisers to place their ads. The screens were first tested as part of a pilot, conducted by RTA in 2022.

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As we enter 2025, the Out-of-Home (OOH) advertising industry in the UAE and Middle East is experiencing a dynamic shift. Fuelled by innovation, data-driven insights, and a steadfast focus on impactful results, OOH is poised to take centre stage. Reflecting on 2024, we’ve witnessed impressive growth and the realisation of many anticipated trends—setting the stage for an even brighter future.

The industry’s transformation spans several key areas where OOH intersects with technology and consumer behaviour, driving profound changes across the advertising landscape.

AI impact

Artificial Intelligence (AI) is transitioning from a buzzword to a business necessity, and its role in OOH advertising is no exception. In 2025, AI will unlock deeper, data-driven capabilities—processing information from mobile devices, geolocation technology, and social platforms to uncover actionable insights. This isn’t just about data collection; it’s about enabling smarter decisions that deliver precision and impact for brands.

Programmatic surge

Programmatic Digital Out-of-Home (PrDOOH) has evolved from an emerging trend to a cornerstone of revenue growth. Its ability to enable real-time, targeted campaigns transforms how brands engage with audiences—offering unprecedented scale, precision, and results.

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Retail influence

Retail media is becoming an essential element of modern OOH strategies. Malls and shopping destinations are now pivotal touchpoints in the consumer journey, influencing purchasing decisions at critical moments. According to recent studies, over 40 per cent of global marketers plan to increase investments in retail media by 2025. Rather than replacing existing strategies, retail media enhances campaigns with highly contextual, targeted messaging that drives results.

Data-driven precision

In today’s landscape, data is the key to relevance. By leveraging first- and second-party data, we can design campaigns tailored to audience behaviours and preferences, ensuring that every message reaches the right people at the right time, in the right place.

Quality and relevance over quantity

The focus is now on more than sheer volume. Premium placements and meaningful connections are what define successful campaigns. Every billboard, screen, or asset is strategically chosen to ensure brands engage authentically with their audiences and leave a lasting impression.

Sustainable innovation

The Middle East is setting new global standards in OOH, blending innovation with sustainability. From cutting-edge DOOH displays to eco-conscious advertising solutions, we must remain committed to delivering campaigns that inspire audiences and minimise environmental impact.

The UAE and Middle East continue to thrive as global hubs for innovation and growth, and OOH advertising will play a defining role in this transformation.

With advancements in programmatic technology, deeper integration with digital channels, and creative formats powered by automation and data, OOH is competing at a new level—offering measurable, meaningful ways for brands to connect with audiences.

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

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

In many regions, OOH regulations are overseen by various bodies, from municipal authorities to highway agencies, each with its own rules. This fragmented approach complicates campaign execution and stifles creativity, ultimately hindering the growth of the OOH industry.

A more streamlined, unified regulatory framework is necessary for the industry to thrive.

The impact of OOH regulation delays

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

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

The case for centralised OOH regulations

One solution is establishing a centralised regulatory framework, supporting consistent approvals across regions and formats. Cities including London and New York have successfully implemented such systems, providing transparent, streamlined processes that reduce the uncertainty surrounding OOH advertising.

The Government of Dubai has recently made strides in this direction by creating Mada Media Company, a single governing body for OOH advertising.

The move is poised to revolutionise the approval process by offering a one-stop solution for advertisers and media owners. With a unified body overseeing the OOH landscape, Dubai sets a new regional benchmark for efficiency, transparency and accountability.

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

Balancing creativity and compliance

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

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

Technology’s role in streamlining approvals

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

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

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

Encouraging investment through a conducive regulatory environment

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

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

The OOH industry is at a crossroads. While its growth potential is immense, it will only be fully realised when the regulatory environment adapts to meet the needs of a rapidly evolving media landscape. As Dubai has done with Mada Media by streamlining approvals and creating a more unified regulatory framework, authorities can unlock the true power of OOH advertising, benefiting advertisers, media owners and the broader public.

Now is the time for stakeholders to come together and advocate for change. By embracing a more seamless OOH regulations, we can propel the industry into a new era of growth, innovation and impact.

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

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

The spearhead of Multiply Group’s strategy is the consolidation of leading Out-of-Home (OOH) media providers across the UAE. Currently, the Group manages an extensive network of nearly 3,000 advertising units, with more than 75 assets situated along Sheikh Zayed Road—one of the region’s most coveted advertising locations. These assets are managed through its subsidiaries: BackLite Media, Media 247, and Viola Outdoor.

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

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

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

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

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

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

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

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

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With third-party cookies disappearing, Dayna Lang, Content Writer at illumin, shares how to use first-party data for stronger targeting strategies in a post-cookie world.

‍Third-party cookies are being phased out by major browsers like Google Chrome and Mozilla Firefox, leaving many marketers at a loss. How can marketers pivot and build stronger, more resilient targeting strategies in a post-cookie world? In finding their footing, marketers need to lean on first-party data to understand customers and effectively target audiences.

Marketers have known about Google’s goodbye plans for third-party cookies since 2018 when GDPR was enacted in the European Union. Marketers have spent the years since building out new strategies. First-party data is a critical part of those strategies.

Procrastination is easy when developing post-cookie strategies, especially since Google continues to delay its cookie deadlines. While the extension is appreciated, giving marketers and industry regulators more time to provide feedback solutions doesn’t prevent the inevitable.

Marketers should be moving full-speed ahead on their post-cookie plans. First-party cookies provide a critical tool for marketers looking to provide privacy-compliant media in a post-cookie era.

First-party data refers to data collected directly from customers. Unlike third-party cookies, first-party data relies on users’ consent. This data is held in high esteem for a good reason. Since data is collected firstly from users, it is reliable and easy to manage. It is also cost-effective and highly accurate.

This data can also be used to effectively target audiences in the real world through out-of-home advertising. Advancements in OOH technology let brands easily create effective, targeted campaigns using first-party data.

One way brands can do this is by using first-party data to understand where and when users shop (ie: audiences’ shopping at a certain time of year). Brands can then plan their media around this time frame and location to effectively target and engage their audience.

In a post-cookie world, first-party data will be the gold standard. It fills a necessary data gap while respecting user consent and privacy. It’s no wonder why Advertiser Perceptions lists it as the number one type of data used for transactions.

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Customers are happy to share their data with you – for a price

Collecting first-party data requires trust, privacy, and customer value. According to a study by BCG, 90% of consumers will share personal information given a valuable incentive. This can look like tailored discounts, streamlined processes, downloadable content, or personalised experiences. So long as marketers provide something of value, gathering first-party data is relatively easy.

Something marketers need to maintain to leverage first-party data is trust. The basis of the cookie issue has always been customer privacy. This makes consumer consent a primary concern for all data use going forward.

Google’s decision to eliminate third-party cookies was the culmination of years of effort to advocate for user consent and privacy. The goal isn’t to inconvenience marketers but to empower consumers to control where and when their information is gathered, shared, and used. By prioritising consent and data security at all times, marketers can ensure their strategies will outlast any future privacy protection measures.

That’s why first-party data fits so perfectly within a post-cookie strategy. First-party data hinges on user trust and consent. As the digital world adapts to the loss of third-party cookies, first-party information fills a gap and gives marketers tools to target users and tailor content to reach customers where it matters most.

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TITLE: Chief Executive Officer, BackLite Media

YEARS IN THE ROLE: 15 years

YEARS IN THE INDUSTRY: 23 years

YEARS IN THE MIDDLE EAST REGION: 20 years

As leaders in outdoor advertising, we face a pivotal moment where change is inevitable and essential. The rapid integration of artificial intelligence (AI) and other cutting-edge technologies is transforming the industry, challenging us to rethink how we approach our craft.

At BackLite Media, we believe in fearlessly embracing this change – not just as a necessity but as an opportunity to lead the market through this exciting evolution. We see ourselves as drivers of innovation but, more importantly, as leaders guiding our teams and partners through this transformative journey.

AI is reshaping the advertising landscape in profound ways. The days of traditional billboards are behind us, replaced by dynamic, data-driven campaigns that can adapt in real-time. With AI, we can analyse vast amounts of data to deliver personalised, context-aware content that speaks directly to the viewer. This shift requires not just technological advancement but a mindset that embraces possibility and is unafraid of the unknown.

At BackLite, we’ve adopted AI as a cornerstone of our strategy, harnessing its potential to create smarter, more impactful campaigns. For luxury brands, this means elevating the consumer experience, offering bespoke messages that align perfectly with the brand’s ethos and the audience’s desires.

Leading through this change means guiding our teams, clients, and partners to understand that AI is not something to fear but a powerful tool that can enhance creativity and drive results.

“The ability to adapt, pivot and innovate without hesitation is critical. We are not just reacting – we are shaping the future.”

Our recent acquisition by Multiply Group is a testament to our commitment to this vision. As part of a larger ecosystem, BackLite Media is now positioned to take bolder steps in transforming outdoor advertising in the region. This gives us the strength and resources to not only innovate but to do so on a scale that influences the entire industry.

Being part of a bigger vision means aligning ourselves with a strategy that goes beyond short-term gains. We are building for the future, and that requires leading our people through change with confidence and purpose. The ability to adapt, pivot and innovate without hesitation is critical. We are not just reacting – we are shaping the future. We are bringing our clients and partners along on this journey, helping them navigate the evolving landscape of AI, data-driven marketing, and immersive experiences.

Our role as leaders is to balance technological innovation with human-centred creativity, ensuring that every step forward enhances our ability to connect with audiences on a deeper level.

The outdoor advertising industry is at a crossroads, and the only way forward is through fearless change. For regional players, the challenge is not just about adopting new technologies – it’s about embracing the mindset that comes with it. It’s about being willing to disrupt traditional models, question the status quo, and take risks that push the industry into new territory.

At BackLite Media, we have chosen to lead with courage. We are not afraid of the changes happening around us; instead, we are driving those changes. From AI-powered Programmatic campaigns to the integration of sustainable practices, we are setting a new standard for what outdoor advertising can achieve.

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CAREER HIGHLIGHT

Having been deeply involved in BackLite Media’s acquisition by Multiply Group, I had the unique opportunity to contribute to building a regional out-of-home (OOH) powerhouse. One of the key achievements during this journey was the creation of The Triple Crown Abu Dhabi, the only premium digital out-of-home (DOOH) format in the Emirate. This exceptional platform has successfully hosted luxury brands and received widespread praise from our clients, solidifying our position in the industry.

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RAPID FIRE

Focus for the next 12 months?

Growth and innovation.

Buzzword we need to kill?

Bandwidth.

Marketing needs to prioritise?

Customer experience.

Marketing needs to change?

Quantity over quality content.

Top lesson learnt in 2024?

Adaptability wins and embrace change early.

What worries you the most?

Regulatory changes.

Biggest blessing in your life?

My family.

Value/principle that matters the most?

Integrity.

Next travel destination?

The Seychelles.

What is your pet peeve?

Micromanagement.

Who do you look up to?

My wife.

Favourite restaurant in the Middle East?

LPM. Just wonderful food and wonderful service.

What are you reading?

‘The Wealth Money Can’t Buy’ by Robin Sharma.

Favourite hobby?

Golf.

Top tip?

Do what you promise.

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