Programmatic Digital Out-of-Home (DOOH) advertising transforms how brands reach audiences across the UAE, offering innovative ways to engage consumers through data-driven strategies. As the region continues to embrace digital transformation, here are the top trends shaping programmatic DOOH:
‍

1. Data-Driven Targeting: Brands can now deliver personalized messages based on real-time data such as location, demographics, weather, and traffic patterns. This allows for hyper-targeted campaigns targeting specific audiences, particularly high-net-worth individuals and expats in high-traffic areas.
   ‍
2. Premium Brands Leading the Way: The UAE’s luxury market embraces programmatic DOOH to capture affluent audiences. Global and local brands like YSL, BMW, Tumi, Hong Kong Tourism, ADCB, and First Abu Dhabi Bank, to name a few, have leveraged our DOOH inventory across Sheikh Zayed Road, Dubai Festival City Mall, and Abu Dhabi to display dynamic, eye-catching content across critical locations.

‍
‍

1. Real-Time Creative Optimisation: With real-time data, brands can automatically adjust their ads to align with current conditions, whether changing the message based on weather or updating content to reflect local events. This enhances relevance and increases engagement.
   ‍
2. Integration with Mobile and Online Channels: Brands integrate programmatic DOOH with mobile and online ads to create a seamless omnichannel experience. This synchronization allows advertisers to engage consumers at multiple touchpoints, maximizing campaign impact.
   ‍
3. Sustainability in DOOH: As the UAE moves toward its Net Zero 2050 vision, programmatic DOOH appeals to brands focused on sustainability. Digital screens reduce waste, while intelligent technology optimizes energy use, aligning with eco-friendly advertising goals.
   ‍

These trends highlight the growing potential of programmatic DOOH in the UAE, offering brands flexible, targeted, and sustainable ways to connect with their audiences.

‍

BackLite Media, a leading out-of-home (OOH) advertising company in the UAE, is proud to announce an exciting new partnership with VIOOH, a leading premium global digital out-of-home (DOOH) supply-side platform. This partnership marks VIOOH's first entry into the Middle East's DOOH market and represents a significant milestone for both companies as they expand their regional influence.

VIOOH, with its advanced technology platform and global footprint, seamlessly connects buyers and sellers in the DOOH space, offering a streamlined programmatic advertising experience. Through this partnership, advertisers worldwide will access BackLite Media's premium inventory across Dubai and Abu Dhabi, unlocking the potential to reach residents and the UAE's ever-growing tourism population.

“This partnership is another great market addition to VIOOH’s real-time trading offering across programmatic DOOH. We know there is significant interest, both within the local market as well as overseas, for inventory in this region, and are pleased to partner with BackLite to provide opportunities for advertisers to take advantage of the flexibility and data-driven nature of programmatic DOOH,” said Gavin Wilson, Chief Customer and Revenue Officer at VIOOH.

"We are excited to partner with VIOOH and bring their expertise in programmatic DOOH to the Middle East," Sean Gadsby, Head of Programmatic at BackLite Media. "This collaboration will open new doors for global advertisers looking to tap into the dynamic UAE market through our high-quality digital screens across Dubai and Abu Dhabi. At BackLite, we are thrilled to capitalise on VIOOH's extensive global reach, allowing us to position our premium inventory on a larger scale."

This strategic partnership empowers global advertisers to plan and purchase BackLite Media's extensive Digital Out-of-Home (DOOH) inventory, featuring over 300 digital screens across the UAE. BackLite Media boasts prime locations along Dubai's busiest road, Sheikh Zayed Road, and a vast indoor and outdoor screen network in prominent malls and destinations across Dubai and Abu Dhabi. This provides advertisers with highly targeted audience options, reaching commuters, global tourists, residents, and shoppers.
‍

Through programmatic buying, advertisers can benefit from enhanced flexibility, precision targeting, and improved efficiency, ensuring maximum impact and engagement.

As the UAE continues to evolve as a leading destination for tourists and business travellers, this partnership comes at an opportune moment, providing brands with the opportunity to engage with a diverse and affluent audience.

Through this collaboration, BackLite Media and VIOOH are poised to transform the DOOH landscape in the Middle East, providing brands with powerful new ways to connect with consumers in a rapidly growing market.

‍

The IAB MENA DOOH Task Force has announced the release of its Guide to Programmatic Digital Out-of-Home (pDOOH).

The advertising group has shared that the guide is “an essential” resource to transform the digital advertising landscape in the MENA region.

Even though 30 per cent of the total OOH investment in the region is spent on digital screens, IAB found that only 1 per of the digital screens were purchased programmatically. In contrast, as found in the ‘IAB MENA’ Attitudes to Programmatic’ survey, the region’s perceived scale of Programmatic DOOH is significantly higher than the current figures.

Given the positive market sentiment towards the pDOOH, the guide aims to educate and highlight the potential and growth opportunities of pDOOH.

The free whitepaper aims to equip advertisers, agencies, and stakeholders with insights into Programmatic DOOH in MENA.

The guide compares traditional DOOH advertising with programmatic DOOH (pDOOH), looking at the workflow differences, data-driven planning, targeting, and monitoring benefits.

It also discusses pDOOH’s flexibility, real-time optimisation, and targeted advertising, offering a roadmap for its integration in media strategies.  It lists regional pDOOH suppliers and the digital screen formats available in the MENA region.

The guide was developed collaboratively by 20 industry professionals from 17 member companies such as BackLite Media, Choueiri Group, Elan MENA, GroupM, MCN, Omnicom Media Group, Talon, Publicis Media, Pikasso, The Trade Desk, and Seventh Decimal.

“Collaborating together really drives increased collective knowledge.  By doing this, we aim to shed a light on the huge potential of pDOOH across MENA as a key part in the future growth of our region,” said, Ian Manning, Executive Director at IAB MENA.

Programmatic DOOH is poised for exponential growth in the region. In 2023, investment in DOOH was estimated to reach $350 million, and forecasts suggest that this figure will more than double to over $700 million by 2029.

According to IAB, the growth is primarily driven by the rapid digitisation and automation of OOH screens in Saudi Arabia, the UAE, and Qatar, coupled with the increasing demand from advertisers seeking dynamic and measurable ways to connect with audiences.
‍

What is fuelling the continued growth of PrDOOH?

For the 5th year running, VIOOH have partnered with international research and strategy agency, MTM, to survey 1,200 advertisers and agencies across the US, UK, Australia, Germany, France, and guest market Brazil to learn about the current state of the nation of programmatic DOOH advertising.

Programmatic digital out-of-home (prDOOH) is rapidly transforming the way advertisers reach audiences on the go.  As a result, prDOOH adoption has accelerated among advertisers in recent years, a trend expected to increase as the technology matures and as the amount of programmatic inventory available expands.

The adoption rate of programmatic DOOH in media plans will increase from 27% to 35% over the next 18 months, aligning with global forecasts, according to the new research from VIOOH into the programmatic DOOH (prDOOH) market.

The VIOOH State of the Nation Programmatic DOOH 2024 report noted that Australian marketers are doubling down on prDOOH advertising, with investments projected to increase by an average of 28% over the next 18 months.

Further reinforcing this, there is a significant 12 ppt YoY rise in marketers planning to allocate new budgets specifically for prDOOH campaigns (27%), with 38% coming from other digital channels.

The report noted that direct-only DOOH buys were used by 45% of respondents (+11 ppt YoY), while programmatic-only buys reached 47% (+12 ppt YoY). Hybrid buys were at 41% (+9 ppt YoY), demonstrating a growing preference for the flexibility and adaptability of programmatic buying methods.

Demand-side platforms (DSPs) managed services saw an uptick of 25 ppt YoY, adopted by 44% of marketers in 2024. The use of in-house teams rose from 9% to 27% (+17 ppt YoY), highlighting a growing preference for direct, internal management of prDOOH campaigns and alignment with other programmatic channels within a multi-channel strategy.

Dynamism and creative flexibility

PrDOOH ranks as a top channel for securing the top spot for performance-led campaigns (92%) and for brand-led campaigns (86%), only slightly behind social media (88%).

Most respondents (92%) now see prDOOH as delivering the most innovative opportunities of all advertising channels (+12 ppt YoY).

Almost three quarters (71%) of Australian marketers believe prDOOH advertising offers the most precise location targeting compared to any other channel. This is notably higher in Australia than in any other market, exceeding the global average of 60%.

Trigger-based buying capabilities, such as responding to events, news or promotions, were the most influential factor for 69% of marketers in determining their investment. This is an increase of 16 ppt YoY, underscoring the growing importance of contextually relevant advertising in the Australian market.

Many Australian marketers leverage prDOOH for its unparalleled dynamism and creative flexibility, with 65% identifying it as the leading channel for dynamic creative opportunities.

Most (95%) of those surveyed are embracing Dynamic Creative Optimisation (DCO), either through consideration, pilot programmes or active integration. This aligns with the global average, reflecting a widespread recognition of DCO’s benefits, including enhanced creative agility and optimised ad spend.

Maximising efficiency and minimising wastage‍

Sustainability is a major consideration for Australian advertisers when planning and buying media, with 65% ranking it among the top attributes prDOOH delivers against (compared to 62% globally).

Marketers in Australia particularly favour prDOOH for its efficiency and sustainability credentials, recognising its eco-efficient reach as prDOOH is only activated when a relevant audience is present or predefined trigger criteria are met, maximising efficiency compared to DOOH and traditional OOH (65% prDOOH vs. 57% DOOH vs. 51% OOH), according to the report.

“In Australia, marketers are drawn to the flexibility, audience relevance, optimised ad revenue potential and sustainability credentials of prDOOH,” said Jean-Christophe Conti, chief executive officer at VIOOH.

“They’re leveraging its advanced targeting capabilities to deliver highly relevant and dynamic ads across the market, maximising efficiency and minimising wastage.

“We expect the widespread adoption of prDOOH to accelerate across the Australian market – and we’re looking forward to continuing to drive the evolution of DOOH towards a programmatic, more integrated future in the media landscape.”
‍
Download the report here: https://www.viooh.com/sotn-register-to-download-reports-2024
‍

‍

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.

‍

‍

‍

‍

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

‍

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 data- driven 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.

‍

‍

Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, announced the true globalisation of its demand-side platform (DSP). As of today, Vistar’s DSP enables any buyer, from any corner of the world, to seamlessly connect with and purchase advertising space on any digital out-of-home (DOOH) screen, no matter where it's located – all from a single account.

“We’ve recognised a growing need to run impactful, thoughtfully created programmatic DOOH campaigns globally – not just in a single market,” said Ciara Kennedy, SVP of Product at Vistar Media. “Planning and executing cross-market campaigns can be tricky, but it’s our mission at Vistar to simplify the complex, and deliver our advertising partners the tools they need to run effective campaigns wherever and however they need. I’m excited to say our upgraded global DSP delivers on that promise.”

Historically, planning cross-country DOOH campaigns can be challenging for a few reasons:

• Managing multiple DSP seats for different countries is cumbersome and time-consuming. It complicates campaign management and increases the likelihood of errors;

• The inability to transact and manage budgets across different currencies within a single account complicates financial planning and reporting;

• And finally, limitations on targeting and measuring campaign performance across different countries restrict advertisers’ ability to optimise campaigns effectively.

‍

With these new enhancements, buyers planning and executing campaigns in the Vistar DSP can benefit from:

• A unified DSP planning experience that supports cross-national buying – this simplifies the campaign setup, execution and management processes for advertisers;

• Cross-currency transactions and budget management within the platform, including displaying all prices in the buyer’s local currency. This can help agencies optimise their ad spend and improve return on investment;

• And the ability to target audiences and measure campaign performance across multiple countries within a single platform, unlocking new insights and optimisation strategies that can be implemented in future campaigns.

‍

“As one of Australia’s leading digital media agencies, we have a handful of clients that want to run campaigns not just in our market, but across New Zealand, the UK, the US, you name it,” said Sebastian Diaz, Senior Digital Solutions Lead at Bench Media. “So for us, having the capability to more easily transact and run OOH campaigns across multiple markets, in one single platform, was a great addition to our media arsenal. Vistar’s global DSP has been very easy to use, has an excellent UI experience and ultimately allows you to plug and play exactly what you need when setting up your campaign – minus the normal complexities that come with running global campaigns.”

“Historically, running OOH campaigns across multiple countries can be a headache, as you have to navigate different currencies, targeting and measurement limitations that differ by country, and other considerations that make campaign planning more time-consuming than it needs to be,” said Lucy Formosa Morgan, Managing Director at Magna Australia. “Vistar’s DSP enhancements break down those nuisances and restrictions, now providing one, centralised and consolidated view when planning a campaign. This is a major step for the programmatic OOH industry and will help to open up further opportunities for campaign optimisation and performance measurement on a global scale.”

We at BackLite Media offer a programmatic DOOH inventory of more than 300+ screens at key locations in Dubai and Abu Dhabi, including popular roads, destinations, and malls listed on Vistar Media's DSP platform. Our digital media are strategically positioned in high-traffic areas and attract global tourists and residents. To further enhance the effectiveness of our DOOH inventory, we use data from Seventh Decimal and Admobilize. To learn more about Programmatic DOOH or to get started on a project, reach out at sean@backlitemedia.com

‍

Programmatic Digital Out-of-Home, or programmatic DOOH or PrDOOH, refers to the automated buying and selling of digital out-of-home (DOOH) ad placements. This method has been the talk of the OOH industry in the UAE for years now. The process enables advertisers to target specific locations where their target audience frequents throughout the day, creating a cohesive and engaging brand journey.

‍

The programmatic digital out-of-home (DOOH) industry in the United Arab Emirates (UAE) has increased. This growth can be attributed to its resemblance to online media platforms. At BackLite Media, we have played a leading role in this evolution. Many brands have succeeded by incorporating DOOH into their overall out-of-home (OOH) advertising strategy. The programmatic digital out-of-home (DOOH) industry in the United Arab Emirates (UAE) has increased. This growth can be attributed to its resemblance to online media platforms.

‍

At BackLite Media, we have played a leading role in this evolution. Many brands have succeeded by incorporating DOOH into their overall out-of-home (OOH) advertising strategy.

‍

‍

‍

Here are six key benefits of integrating programmatic DOOH into your media mix:

‍

• More Creative Opportunities: Dynamic creative capabilities allow ads to adapt to their surroundings dynamically. Whether displaying nearby store locations or integrating live countdowns, this feature personalises the ad experience for viewers, increasing engagement and relevance.

‍

• Fast Campaign Launches: Programmatic DOOH enables swift upload, scheduling, and launch of ad campaigns within the same day. This agility is essential in today's fast-paced consumer environment, allowing brands to capitalise on timely opportunities and maintain relevance.

‍

• Enhanced Targeting: Programmatic DOOH allows precise targeting of consumers at the right moments. For instance, ads can be tailored to commuters during their morning journeys or promote health products to gym enthusiasts as they enter fitness centres. This targeted approach increases audience interest and engagement, leading to higher conversion rates.

‍

• Higher Brand Exposure: Combining captivating creatives with contextual relevance enhances brand visibility and recall among consumers. The high-impact screens of programmatic DOOH attract the attention of a significant percentage of passersby each month. Features like dynamic content and video amplify brand messaging, making it memorable and impactful.

‍

• Real-time Optimisations: The ability to adapt to trends and breaking news in real-time sets programmatic DOOH apart. Monitoring campaign performance and adjusting strategies on the fly based on data insights improves campaign effectiveness and ROI. This data-driven approach ensures that advertising efforts remain responsive and impactful.

‍

• Reliable Metrics and Measurement: Our Programmatic DOOH provides robust measurement capabilities thanks to our data partners like Admobilize and Seventh Decimal. This includes analysing foot traffic patterns, conducting brand studies, and evaluating online engagement metrics. These insights facilitate campaign optimisation and performance evaluation.

‍

‍

Programmatic DOOH combines offline and online advertising strategies, offering enhanced targeting, flexibility, real-time optimisation, and measurable results. As the advertising landscape evolves, programmatic DOOH is positioned as a vital tool for brands to connect with their audiences effectively and meaningfully.

‍

Programmatic advertising on the internet empowers marketers to efficiently reach their target audiences, reducing unnecessary expenses by utilising advanced targeting, precision, and bidding strategies.
‍

On the other hand, digital out-of-home (DOOH) advertising involves strategically placed, conspicuous advertising screens, offering vast creative possibilities. Today's technology enables advertisers to merge the power of programmatic precision with DOOH's attention-grabbing formats. The challenge is to know how to combine the unique features of both.

To help marketers achieve Programmatic DOOH (PrDOOH) results, BackLite's team has made it easier by explaining the key elements of an excellent brief, selecting the right technology and data partners, and perfecting targeting, creative optimisation, and measurement.

‍

Navigating the technology and data landscape

Once you've identified prDOOH as a potential channel, you must familiarise yourself with the technology and data landscape. If you're new to programmatic, you'll also need to get to grips with the basics of the buying process:

1. The media owner makes impressions available to buy through their chosen supply-side platform (SSP)

2. Media buyers create deals in their chosen demand-side platform (DSP) based on targeting requirements and budget

3. SSPs serve ad opportunities to DSPs, including information about the location and audience

4. DSPs identify when there is a match between the ad opportunity presented by an SSP and the advertiser's targeting criteria and send a bid amount back to the SSP

5. The creative associated with the winning bid is then shown
‍

‍

When selecting a DSP, there are two options: a specialist DSP built specifically for prDOOH or an omnichannel DSP that offers the ability to buy across multiple channels in a single user interface. Selecting a DSP will depend on your campaign goals and existing technology and data stack. If you need help choosing a DSP, media agencies, media owners, and consultants are well-placed to advise you, as each will have experience working with most of the leading players.

‍

‍

Why Programmatic DOOH Should be in Your Media Mix

Adding Programmatic Digital Out-of-Home (DOOH) to your media mix has two benefits. First, it increases the impact of your digital advertising by extending your reach to the physical world. Second, Programmatic DOOH lets you deliver personalised and contextually relevant advertising experiences.

‍

Programmatic Digital Out-of-home advertising presents a game-changing opportunity for marketers. Combining traditional out-of-home strengths with programmatic technology enables precise targeting, real-time optimisation, and seamless integration with data insights. By including programmatic DOOH in your media mix, you can unlock new levels of engagement, impact, and efficiency for your advertising campaigns.

‍

We at BackLite Media offer programmatic DOOH inventory of more than 300+ screens at key locations in Dubai and Abu Dhabi, including popular roads, destinations, and malls. Our digital media are strategically positioned in high-traffic areas and attract both global tourists and residents. To further enhance the effectiveness of our DOOH inventory, we use data from Seventh Decimal and Admobilize. To learn more about Programmatic DOOH or to get started on a project, reach out at sean@backlitemedia.com

‍