The question: “Is the journey to programmatic digital out of home worth as much as the destination?” has been on my mind for years, and it came to the forefront when I had the opportunity to host a panel at the Campaign Breakfast Briefing: Out of Home 2025 event, interviewing four of the leading minds in the realm of programmatic digital out of home (PrDOOH).

Here in the UAE, the journey towards fully integrated, seamless programmatic OOH has undoubtedly started – though how far we’ve travelled remains open to debate. Will we ever reach a future when advertisements can be bought, optimised and measured with the same fluidity that we see in advanced digital channels? That’s still unclear. Perhaps we should embrace the uncertainty and enjoy the ride. For all the promising headlines and bold market-size predictions, we need to first answer a fundamental question: are we even speaking the same language? Some speak of ‘automation’, essentially using technology to streamline workflows and accelerate processes.

Others aspire to ‘true programmatic’, where real-time data and algorithms power every decision, from which creative to show to when and where it’s displayed. Both views have merit, but the difference between the two can be vast, especially in a market like the UAE that’s rapidly catching up to more mature regions.

We quickly learned from those who did. From the outset, we knew we had to harness digital transformation, invest in data, and prioritise education – not just for ourselves, but for our clients. This wasn’t a matter of fixing a broken system. Traditional OOH was working just fine, delivering consistent results. Rather, we saw an opportunity to evolve, ushering in more transparency, efficiency and innovation for both agencies and brands.

It’s incredible how far we’ve come in just a few years. The old refrain, “OOH isn’t measurable”, no longer holds quite the same weight. Integrations with third-party platforms, advanced audience analytics and new reporting standards have taken OOH to a level of accountability that once seemed out of reach.

The notion that out-of-home couldn’t be adjusted in real time, or that it was cumbersome to buy, is being challenged by dynamic screens and emerging marketplaces that combine multiple inventories. Even the criticism that OOH offers only broad, location-based targeting is being addressed with more precise data driven strategies, though there’s still plenty of ground to cover before we fully tap into the potential of behavioural and contextual insights.

Amidst these exciting developments, a crucial distinction remains: automation versus true programmatic. Automation certainly makes life easier, with less paperwork and quicker turnarounds. But true PrDOOH leverages live data signals and AI-powered decision-making to optimise delivery on the fly, often without human intervention. The UAE is making headway, though the infrastructure and adoption rates vary by operator, and not every media owner has embraced this new model. Still, there’s no question that we’re moving in the right direction.

Do we truly need PrDOOH? For many advertisers, traditional OOH still performs exceedingly well. Yet the broader marketing ecosystem keeps pushing toward integration and agility, qualities that PrDOOH can deliver in spades. By making out-of-home campaigns more flexible, measurable and data-driven, we ensure they can seamlessly fit into omnichannel strategies, standing shoulder-to-shoulder with digital and television. That’s a powerful allure in a rapidly evolving advertising landscape.

No, we’re not at the same level of programmatic maturity as some other regions. But that’s precisely what makes this journey so exciting: we have the benefit of hindsight, real-world benchmarks, and an increasingly sophisticated digital ecosystem that is hungry for innovation. If current trends are any indication, the UAE may very well surpass expectations, leaping ahead by selectively adopting and refining the best practices from around the world.

Ultimately, the growing presence of PrDOOH in the UAE reflects a market eager to align with global standards while embracing its own unique strengths. The future of out-of-home here is likely to look like a fusion of cutting-edge technology, creative storytelling and region-specific adaptability.

While there is still work to do before we can claim a fully programmatic ecosystem on par with the world’s most advanced players, each new milestone serves as a reminder of how far we’ve come – and how much promise lies ahead.

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Investments in programmatic advertising keep growing, which means that the industry’s evolution is not going to stop in the foreseeable future. Continuously offering new opportunities to both advertisers and publishers, the niche keeps moving forward. What is awaiting for it next year? Here are some trends to look out for in 2025.

Focus On Artificial Intelligence

AI isn’t a new trend in programmatic, but it will continue reshaping the industry in 2025. Apart from automation, the expected benefits are advanced personalization, enhanced real-time optimization and more effective audience insights. For marketers and publishers willing to remain competitive, AI will play a crucial role. Therefore, owners of programmatic solutions need to integrate AI capabilities into their platforms or improve the already existing ones. Otherwise, they won’t survive on the market full of AI-powered products.

Prioritizing The Privacy-First Approach

Again, the cookieless environment isn’t something new, but it still hasn’t arrived yet. Therefore, the privacy-first approach remains a trend in 2025. I highly recommend marketers and publishers switch to first-party data collection if they have not done this yet. Failing that, when the cookieless future is finally here, their competitors will leave them behind. As for the owners of programmatic solutions, they should also keep their products compliant with data privacy regulations and standards.

Ad Fraud Prevention Remains On The Stage

Ad fraud prevention will also remain among the leading trends in 2025 since fake clicks and malicious creatives are a problem for all the parties involved in programmatic advertising. To meet the needs of advertisers and publishers, the developers of programmatic platforms need to equip them with fraud detection and prevention features. I also recommend keeping an eye on fraudulent techniques—just like the industry, they always evolve, and it’s important to be ready to fight them back.

The Rise Of DOOH Advertising

Digital-out-of-home (DOOH) advertising is on the rise, so, in my opinion, we can expect more ads to be delivered via billboards and at bus stops. For publishers, this means additional monetization opportunities, while advertisers can reach their audiences beyond traditional screens. Therefore, more and more programmatic platforms are projected to adopt DOOH.

CTV Advertising Keeps Gaining Momentum

CTV ads enable advertisers to reach potential customers with engaging and high-quality content, so there is no surprise that CTV ad spend is expected to grow in 2025 and keep growing afterward. Therefore, those owners of programmatic solutions who haven’t implemented CTV advertising capabilities yet should consider doing so to remain competitive and keep delivering value to their users.

Programmatic Audio Ads Are Getting More In Demand

Audio ads tend to be less popular than, for instance, video ones, but they are on the rise as well, allowing marketers to reach a greater brand awareness in a cost-effective manner (they are simply cheaper to create). Considering this, in 2025, more programmatic solutions are going to be equipped with audio advertising capabilities, and more streaming platforms and podcasts will start using such products to monetize their inventory.

In-Game Advertising Is Evolving

Finally, in-game programmatic advertising is also forecasted to be among the key marketing elements in the coming year. Why? Because the mobile gaming market is growing. Besides, such ads ensure high engagement and, as a result, allow marketers to reach their goals more effectively and drive conversions (players tend to pay close attention to the screen while interacting with a game). While many programmatic solutions already support in-app advertising (which also applies to games), we can expect increasing investments in in-game marketing and the growing number of apps offering ad inventory.

Is Following The Trends A Must?

The ever-changing nature of the programmatic advertising industry implies the continuous emergence of new trends, but this doesn’t mean that you should blindly follow all of them. Certain tendencies, like focusing on fraud prevention and adopting privacy-first strategies, are crucial to follow, as doing so helps create a “healthier” programmatic environment.

As for other trends, advertisers, publishers and owners of DSPs, SSPs, ad exchanges and other programmatic solutions need to make a choice with their goals in mind. For instance, if playing games is not on the list of the target audience’s hobbies, launching such a campaign most likely will not make a lot of sense to a marketer. At the same time, in my opinion, it’s important for programmatic product owners to equip their solutions with trending features (e.g., audio advertising), as this is the way to remain competitive and provide users with greater flexibility.

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The journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain, says BackLite Media's James Harrison

A question that has been buzzing around in my mind for the past few years. Culminating in a panel at The Campaign Middle East OOH Breakfast Briefing:where I had the opportunity to interview four of the leading minds in the world of Programmatic Digital Out of Home (PrDOOH).

In my mind, the journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain. Will we ever reach a point where the promise of seamless, fully integrated programmatic OOH is realised? That’s still up for debate.

For now, perhaps it’s best to sit back and enjoy the ride. The headlines have been full of bold predictions and impressive claims about the size of the global Programmatic DOOH market, with regions competing to outshine one another. But amidst all this noise, are we even speaking the same language? Are we discussing Automation—the streamlining of processes—or have we truly stepped into the nuanced and complex world of Programmatic Digital Out of Home?

To explore this, let’s rewind to the start of the journey. Along the way, we’ve picked up valuable lessons, tackled difficult questions, and discovered some answers. In the context of the UAE market, this journey has been particularly unique. Although we entered the race later than many others, we’ve managed to catch up at an impressive pace, learning from pioneers in more mature markets. From the outset, it was clear: we needed to embrace digital transformation, harness the power of data, and embark on a mission to educate—not only ourselves but also our customers. But why? If the traditional ways of doing things weren’t broken, why devote years to rethinking and reshaping them? This isn’t about fixing something that didn’t need repair; it’s about evolving the Out-of-Home (OOH) landscape, ushering in a new era of transparency, efficiency, and innovation.

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Journey to Programmatic DOOH: Key Challenges

The leap forward in recent years has been remarkable. New standards in reporting and data transparency have transformed OOH into a more accountable medium. Questions that once plagued the industry are now being answered, although not without challenges:

• “OOH isn’t measurable.”
  Traditional OOH relied heavily on estimates and general audience data. With PrDOOH, advanced audience analytics, and integration with third-party platforms, we’re now seeing measurement capabilities that can stand alongside digital and TV metrics. But the question remains: are the data standards consistent globally, or are we still fragmented?
• “OOH isn’t flexible.”
  Static media placements were locked in for weeks, sometimes months. With PrDOOH, campaigns can now be activated, paused, or adjusted in real-time, responding to changing conditions such as weather, audience movement, or breaking news. Is this flexibility uniform across all markets, or is it still limited by infrastructure in certain regions?
• “OOH isn’t easy to buy.”
  The fragmented nature of OOH buying made it daunting for advertisers. PrDOOH is simplifying this process by creating marketplaces that integrate inventory from multiple operators. However, if not all media owners are on board, is it still effective? Are there still barriers in terms of integration and accessibility?
• “OOH isn’t targeted.”
  Historically, targeting in OOH was broad—location-based and demographic-focused. With data-driven PrDOOH, advertisers can now use behavioural, contextual, and even first-party data to refine their campaigns. The question is, are we leveraging this potential fully, or are we merely scratching the surface?

Programmatic DOOH: The benefits and the big question

A critical question must be addressed is how we define PrDOOH and distinguish it from Automation. Automation in OOH refers to the use of technology to streamline workflows—reducing manual processes and speeding up operations (@ Andy Hamblin). Programmatic, on the other hand, is about leveraging real-time data and technology to buy and deliver ads dynamically, often using algorithms to optimise placement and timing.

The Benefits
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• Enhanced efficiency: Reduces lead times and manual intervention.
• Greater targeting precision: Allows brands to reach specific audiences based on data insights.

• Improved accountability: Offers metrics and reporting akin to online advertising.
• Real-time flexibility: Adjust campaigns on the fly to match shifting conditions or priorities.

But here’s the crux: do we genuinely need PrDOOH, or is it something we’ve convinced ourselves we want because it’s the next big thing? For many markets, traditional OOH still delivers exceptional results. The real value of PrDOOH lies in its ability to bridge the gap between traditional outdoor and the digital ecosystem, making OOH a more integral part of omnichannel strategies.

As we forge ahead, the UAE market has an exciting opportunity. By building on its digital infrastructure and focusing on education, transparency, and collaboration, we can shape a version of PrDOOH that not only meets global standards but sets new benchmarks. The journey isn’t over, and perhaps it never will be—because evolution, by its nature, has no final destination. What matters is how we navigate the twists and turns ahead, and how effectively we address the challenges that remain.

So, are we there yet? Not quite. But maybe the journey itself is the destination. Let’s keep asking the hard questions and finding answers as we go.
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The powerful collaboration between BackLite Media and Viola Outdoor has already achieved unparalleled results. We proudly showcase the latest success in our programmatic DOOH offering with the Etihad Airways campaign, running seamlessly across BackLite Media and Viola Outdoor assets in Dubai and Abu Dhabi.

This campaign sets a new benchmark for precision-targeted advertising, leveraging iconic digital locations like Viola Outdoor's Vision Network and The Pointe at Al Reem alongside BackLite Media's Digital Icons and The Curve at Al Qana.

By strategically placing digital screens in high-traffic areas, the joint digital inventory of our two brands ensures maximum visibility and impact for advertisers, setting a new standard in the region's Programmatic DOOH advertising ecosystem. This launch marks a significant milestone in the UAE's journey toward becoming a global Programmatic Digital Out-of-Home advertising leader.

We're changing how brands connect with audiences using real-time data and dynamic digital displays, creating more meaningful interactions. Leveraging the latest technology and user-centred design, PrDOOH offers a seamless experience for deploying and monitoring ads across our network of digital screens, whether in urban environments, retail spaces, and destinations.

With this campaign, we are proud to launch the UAE's first-ever nationwide Programmatic Digital Out-of-Home (PrDOOH) network, revolutionising the advertising landscape across key locations in Dubai and Abu Dhabi. This cutting-edge network leverages advanced technology to deliver targeted, data-driven campaigns, providing unparalleled reach and engagement opportunities for brands.

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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:
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• 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.
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• 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.

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

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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.
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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.

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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.
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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.”
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Download the report here: https://www.viooh.com/sotn-register-to-download-reports-2024
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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.
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• 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.

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How are technological advancements shaping the future of PrDOOH campaigns in the UAE, and what impact do you anticipate?‍

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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.

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