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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Advertising sites throughout Dubai will now be managed and operated by a newly formed private joint-stock firm, Mada Media Company.‍

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His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai has issued Law No. (20) of 2024 to establish the company.

Mada Media is tasked with overseeing advertising sites, investing in advertising technologies and conducting relevant research, all while ensuring compliance with regulations.

It is also authorised to form partnerships, acquire assets and enter into contracts to achieve its goals both within and outside Dubai.

The Commissioner General for the Infrastructure, Urban Planning, and Well-Being Pillar will oversee Mada Media’s operations.

The new law empowers Dubai's Roads and Transport Authority (RTA) and Dubai Municipality to delegate their advertising-related functions and permit issuance to Mada Media.

These entities will also transfer their advertising assets, rights, and obligations to the company, including system access.

Mada Media's shares may be offered for public subscription in proportions determined by the Chairman of The Executive Council of Dubai.

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The UAE Ministry of Energy and Infrastructure has confirmed to Campaign Middle East that is now reviewing the updated Dubai Out of Home Advertising Manual as a unified reference for technical specifications and traffic safety requirements on all federal roads.

Sharing his thoughts in an exclusive interview, Dr Abdullah Al-Shwaikh from the Outdoor Media Office, OOH Section, UAE Ministry of Energy and Infrastructure (UAEMOEI) commended the latest updated guidelines for OOH in Dubai as “a source of pride for all of us.”

Dubai’s Roads and Transport Authority (RTA), in collaboration with Dubai Municipality and Department of Economy and Tourism, recently updated its OOH advertising manual to include expansion of dedicated OOH zones, standardised design criteria, guidelines for innovative 3D ads, improved site planning for advertisements, updated spacing criteria between billboards and intersections, and new procedures for the construction of billboards and commercial signage.

Commenting on the impact of the changes across the UAE, Dr Abdullah Al-Shwaikh revealed, “We at the Ministry of Energy and Infrastructure are now reviewing the guidebook with the federal Roads and Transport Authority to ensure there is no duplication of efforts or wastage of resources, given the presence of many guidebooks issued by the state municipalities and federal entities. I will not hide the fact that we are in the process of adopting this guidebook as a unified reference for technical specifications and traffic safety requirements on all federal roads through coordination with the entities that issued the guidebook

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Dr Abdullah Al-Shwaikh has been involved in the evolution of OOH guidelines for over two decades. Those were the days when the World Trade Centre served as a milestone while travelling between emirates, and stastic posters of varying sizes were plastered onto lamp posts, pillars, and facades of buildings under construction.

In conversation with us, Dr Abdullah Al-Shwaikh recounted a meeting in June 2004, in a cramped room during the scorching UAE summer, when he attended a meeting with concerned entities at what was then known as the General Secretariat of UAE Municipalities.

“The aim then was to issue the first edition of the inaugural outdoor advertising guide. To be honest, no one expected that the outdoor advertising market in the UAE would reach these levels,” Dr Abdullah Al-Shwaikh added. “Twenty years later, thanks to our country’s wise policy in dealing with regional crises, the outdoor advertising market in the UAE, particularly in Dubai, has become one of the most sought-after points by multinational hubs to announce all that is new in the world.”

When asked what’s next, Dr Abdullah Al-Shwaikh shared that the time had come for a guide that governs the actual design and content on the OOH and DOOH billboards.

“What’s next?” he responded, “I believe we now need a parallel guide that governs the advertising content itself, in line with each area. It should also ensure the higher interests of the city of Dubai and the state, making it mandatory for advertisements published in different languages and setting ethical and aesthetic standards for advertisements.”

“This is another lengthy discussion for another day,” he concluded.

How will the best practices from Dubai be translated across the UAE? Stay tuned for our continuous and timely coverage from the forefront of the outdoor advertising industry.

A day after Dubai’s Roads and Transport Authority (RTA) released its updated guidelines for OOH advertisers, industry leaders have voiced their full-throated support for the move.

Dubai’s RTA, in collaboration with Dubai Municipality and Department of Economy and Tourism, updated its OOH advertising manual to include improved site planning for advertisements, updated spacing criteria between billboards and intersections, and new procedures for the construction of billboards and commercial signage.

Interestingly, the updates also included standardising design criteria, aesthetic elements, while introducing guidelines for innovative elements such as 3D ads, drones, and modern lighting.

“These updated guidelines, including revised spacing criteria between billboards, ensure audiences have more dedicated visibility and increased performance on each campaign and advertisement, effectively reducing visual clutter in the city,” James Bicknell, CEO, BackLite Media said.

Elevision’s Chief Operating Officer, Eamon Sallam, said, “We feel the elements related to standardised design criteria and spacing regulations are set to make the most immediate impact on the industry. With the continued proliferation of OOH assets across the country, clutter and poor designs have had a negative impact on the industry.”

Safety takes top priority‍

Aligning with Dubai’s vision under the Urban Plan 2040, the updated guidelines also prioritised the safety and security of road traffic and pedestrians.

The OOH manual revision process included the involvement of a global consulting firm with expertise in OOH advertising and traffic safety, Dubai’s Roads and Transport authority stated in its announcement.

“We must prioritise citizens’ and residents’ safety by maintaining sites that uphold the city’s aesthetics and following these regulations,” Backlite Media’s James Bicknell added.

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Expanding OOH zones across Dubai

Additionally, updates to Dubai’s OOH manual also included the addition of new zones in Dubai designated for OOH advertising, the strategic distribution of billboard locations, the expansion of digital advertising, and diversifying billboard types to achieve optimal investment returns.

“Expanding dedicated OOH zones and digital advertising opportunities is particularly exciting, offering advertisers greater potential for impact and return on investment,” Backlite Media’s James Bicknell said.

“We welcome the establishment of the RTA’s updated guidelines as we feel they will provide an overall net benefit to the industry. All stakeholders, including media buyers, media suppliers, and most importantly the general public, should experience improved interactions with OOH media as a result of these guidelines. As a premium media supplier Elevision is excited to see an increased standard across all aspects of the local industry,” Elevision’s Eamon Sallam said.

Overall, the updates in Dubai’s OOH manual aim to boost existing advertising and creativity while ensuring safety and compliance, supporting Dubai’s growth and ambition to stay at the forefront of global advertising.

The manual also classifies all types of OOH advertisements according to the type of ad, location, and information delivery to users. It is enriched with images, measurements, and dimensions to elevate the OOH advertising industry in Dubai.

“As the CEO of BackLite Media, I fully support the updated Out-Of-Home (OOH) advertising guidelines introduced by Dubai’s Roads and Transport Authority (RTA). At BackLite Media, our ethos is to build well-designed sites in strategic locations that enhance the city’s landscape rather than clutter it, ensuring that our work aligns with the new RTA manual,” James Bicknell concluded.

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Dubai’s Roads and Transport Authority (RTA) has revealed updated guidelines for OOH advertisers. The new guidelines include several changes that will affect OOH advertising in the city.

These include improved site planning for advertisements, elevated traffic safety standards, updated spacing criteria between billboards and intersections, standardised design elements, the introduction of pilot areas, and new procedures for the construction of billboards and commercial signage.

The new guidelines were revealed in the latest edition of the Dubai Out-Of-Home (OOH) Advertising Manual that is launched in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism.

The updated manual also incorporates many different aspects such as standardising design criteria, aesthetic elements, and regional landscaping that reflect Dubai’s unique identity.

With the aim of supporting advertisers in the creative and innovative application process, the manual has also included a variety of geometric and artistic forms. These creative forms will help inspectors monitor companies’ compliance with advertising regulations in Dubai.

The guidelines have included the addition of new zones in Dubai designated for OOH advertising, as well as the expansion of digital advertising. According to the RTA, these measures ensure that Dubai “maintains its leadership in this industry”.

In the statement, it also mentioned that these updates consider the standardisation and unique identity of the Emirate, as well as the strategic distribution of billboard locations, focusing on asset blending and diversifying billboard types to achieve optimal investment returns.

The release of this Manual underscores the collaborative efforts of the RTA and its partners to streamline government systems and procedures, aligning them with the aspirations of the leadership and the objectives of the Dubai Urban Plan 2040.

These initiatives aim to cement Dubai’s position as an “ideal platform” for investment in OOH advertising. The manual aims to foster an environment that encourages companies and investors to increase their advertising expenditure and compete in promoting their products and showcasing their brands.

The World Out of Home Organization is to hold its first in-person European Regional Forum in Milan from November 4-6.

This comes at a time when according to WOO’s latest Global Expenditure Survey, Europe has overtaken North America in terms of size of market by revenue, reflecting its position as the test bed for many of the most exciting developments and innovations in the industry, especially in rapidly-growing digital Out of Home (DOOH.)

This too, is reflected in the increasingly dynamic Italian OOH market making Milan the perfect venue for this Europe Forum.

WOO’s very first Regional Forum was online from London in 2021 and since then the Organization has held in-person Forums in South Africa, Bali, Dubai and Malaysia plus highly successful Annual Congresses in Toronto, Lisbon and Hong Kong.

WOO President Tom Goddard says: “It’s easy to take for granted,  the huge contribution Europe has made and is making to the strong growth of OOH in the global market as we also focus on Asia and regions further afield.

“The outlook for OOH in Europe is buoyant despite the various geopolitical issues and overtaking North America by value is a major achievement and step forward for the global industry as we clear the 5% of global ADEX hurdle and head towards an even brighter future. Milan will be an unmissable celebration of an industry in fine form.”

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World Out of Home Organization President Tom Goddard has agreed to stay on in the role for a further period. Goddard had previously announced his intention to step down but has agreed to stay on at the WOO board's request.

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The WOO board has 12 members representing Out of Home Media Owners and National Associations across the world.

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WOO Vice-President Jeremy Male, CEO of OUTFRONT Media, says: "Tom has played a major part in transforming WOO into the world-leading trade association it has become but there is still much to do as we spread our wings into all corners of the world and continue the fight to establish OOH as the pre-eminent broadcast medium in a digital world. He is the right person to carry us forward."

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Goddard says: "After a long discussion with the board we have decided that now is not the appropriate time to change the leadership of WOO as there is still much to do, building on the firm foundations we have put in place since our evolution from FEPE in 2019. I would like to thank the board for their huge support and assure our growing membership base worldwide, that we shall continue to work closely with them, to build an even bigger and better industry in the coming years."

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