DPAA, the global trade marketing association driving the growth and digitization of out-of-home media, today announced its plans for Retail Media Month. During November, DPAA will showcase how in-store Retail Media Networks are transforming point-of-purchase advertising for brands and agencies via the DOOH ecosystem. Events and resources for the month include:

• November 6, 8amPT/11amET/4pmGMT – A Dell Case study, presented by Displayce, on how programmatic DOOH can support brand marketing within retail media environments. For access to this webinar please register
• November 20, 7amPT/10amET/3pmGMT – “Maximizing In-Store Digital Touchpoints” – A discussion on the brick-and-mortar retail opportunity for brands, hosted by recognized retail media expert Andrew Lipsman (previously with eMarketer and comScore). Speakers include Amy Vollet, Head of Omnichannel Planning & Activation, Omnicom Commerce Group, Ethan Chernofsky, Sr. VP Marketing, Placer.ai

Sponsored by Placer AI. For access to the webinar here.

• November 20, 3:30 pm London, in-person. DPAA’s first UK Town Hall being held at IPG with guest speakers Julia Sparrow, Head of Consumer Experience, Mondelez, and Chris Marjoram, Managing Director, UK & EMEA, Rapport WW, exploring the impact of in-store digital media. For an invitation, please contact waldron@dpaaglobal.com.
• New Digital Resource Center: DPAA launches comprehensive online hub for in-store retail media networks . Features include implementation guides, case studies, measurement frameworks, and partnership opportunities.

In addition to the events, DPAA will distribute informative articles from Andrew Lipsman focusing on in-store retail networks, highlighting the unique advantages of reaching consumers at the point of purchase, and addressing implementation strategies for retailers. They’ll also release videos from the DPAA Video Everywhere Summit showcasing successful in-store retail media campaigns. Due to the transformative potential of in-store retail media for DOOH growth, the two webinars will be open to non-members as well.

“In-store Retail Media Networks represent huge opportunities for brands and agencies across the globe and is the next frontier of Digital Out of Home, via the placement of dynamic digital screens exactly where purchase decisions happen,” said Barry Frey, President & CEO of DPAA. “With 84% of purchases still occurring in physical stores, the opportunity for brands and retailers to influence shoppers at the moment of truth is unprecedented. This comprehensive program will guide stakeholders through network development while examining proven strategies for maximizing in-store digital media impact.”

About DPAA
DPAA is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products. DPAA offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others.

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• BackLite Media signs 10-year partnership with Gulf Related, the developers of the most anticipated ultra-luxury retail and dining destination in Abu Dhabi
• Advertisers stand to gain valuable audience insights through data analytics, with BackLite Media providing the most advanced signage network platform in the world

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BackLite Media, the premier out-of-home advertising company, has been awarded a 10-year-contract for all advertising and promotional activities across The Galleria Al Maryah Island, a luxury retail and dining destination developed by Gulf Related.

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The most sought-after retail opening in the UAE, The Galleria brings together the exceptional retail and lifestyle development competencies of Gulf Related, a joint venture of Gulf Capital and The Related Companies – the developers of Hudson Yards in New York. A premier getaway for all things retail, The Galleria is distinguished by an extraordinary combination of the best shopping, dining and entertainment in Abu Dhabi.

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The Galleria marked its grand opening on 4th September 2019, with BackLite taking on the full operational scope of the mall’s advertising and promotional requirements. The network comprises over 200 screens – making it the largest of its kind in Abu Dhabi. Advertisers will be able to take advantage of some of the most progressive signage and advertising platforms currently available on the market, allowing them to impactfully showcase their campaigns.

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The Galleria, in partnership with BackLite, is deploying some of the world’s most advanced digital signage solutions to create exceptional value for advertisers, who stand to gain tremendous audience insights through BackLite’s data analytics and booking technologies.  

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Daniel Parry, Managing Director of Gulf Related, said: “The Galleria Al Maryah Island brings a dynamic mix of luxury and contemporary fashion brands as well as a collection of signature restaurants and cafes – all thoughtfully curated to meet the community’s aspirations.. Ensuring world-class digital signage is of strategic value in adding to the aesthetics of The Galleria’s environment and to make the mall experience more appealing to visitors and retailers. BackLite brings proven experience in the sector and is an industry leader in delivering tech-driven digital solutions, which makes it a perfect fit for The Galleria.”

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Over 200 screens, indoor and outdoor, will be operated by BackLite at The Galleria making it the largest retail digital signage network in Abu Dhabi. BackLite will draw on its 20-year heritage of working with luxury brands in powering The Galleria’s digital signage solutions. Led by an experienced team of professionals, who have proven their credentials in digital signage across leading malls in the region, BackLite will focus on enhancing the destination experience for visitors.

BackLite Media LLC is a specialist, multi-national outdoor advertising company based in Dubai, in the United Arab Emirates. The company first introduced its unique unipole signs into the UAE 1996.

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With an extensive range of quality out-of-home assets across key locations in the UAE, advertisers have the opportunity to target a captive and affluent audience through BackLite Media’s rigorous identification and evaluation of only prime strategic out-of-home media locations – and installing unique, elegant and technologically-advanced back-lit and digital signboards.

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For more information, please contact: info@backlitemedia.com

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The Galleria, Abu Dhabi, is a unique lifestyle destination anchored by some of fashion’s most iconic and luxurious brands and is the highest-performing mall in the city. The Galleria presents the perfect opportunity to target a premium audience of residents living in Abu Dhabi City, Reem Island, and Saadiyat Island. The audience consists predominantly of UAE nationals with high disposable income.

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Our promotional stands are located at crucial traffic hotspots around the mall and can be customised to suit a brand’s needs, enabling them to interact with customers directly. These stands are designed to allow for impact and high product visibility.

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This year, the promotional stands have seen several car brands creating aesthetically superior settings to exhibit their latest models. Volvo showcased the spacious and stately XC90; Jeep Cherokee flaunted its innovative architecture and first-to-market technology with the new 2023 model, while Honda unveiled the powerful new Pilot.

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Contact us today to learn more about how we can help you create the perfect display solution for your brand.

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The UAE’s allure as a leading international destination for retail shopping continues to grow exponentially. As a result, mall advertising in the UAE has emerged as an influential medium for brands to reach their target audience. Here at BackLite, we appreciate the importance of mall advertising in this thriving market. We offer innovative and impactful advertising solutions that help brands to stand out and reach their target audience effectively.

We recognise that the country’s retail sector has become a powerful player globally thanks to its non-oil diversification strategy, booming tourism industry, and commitment to innovation. Malls are now seen as a destination in itself, with multiple shopping, entertainment, and dining avenues all under one roof due to the UAE’s strong focus on retail expansion and interactive experiences. This has made the UAE a renowned shopping destination for visitors from around the world.

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Diversification: A Key to Success

The UAE’s diversification strategy has been instrumental in developing its flourishing retail market. The country has fostered a supportive environment for these sectors to grow exponentially by heavily investing in tourism, real estate, and retail industries. Cities like Dubai and Abu Dhabi are now renowned shopping destinations, drawing flagship stores of prestigious global brands and enhancing the local retail landscape.

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Tourism: Fuel for Retail Growth

Tourism is also a significant factor fuelling the UAE’s retail sector. With Dubai being recognised as TripAdvisor’s most popular destination 2023 for the second consecutive year in a row, millions of visitors are drawn to iconic attractions like City Walk, JBR, the Burj Khalifa and Palm Jumeirah, resulting in a constant influx of foreign revenue that supports the retail industry. High-end malls with luxury boutiques offer unique shopping experiences that attract visitors, creating a cycle of growth that drives the UAE’s retail economy.

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Innovation: Staying Ahead of Global Trends

The UAE’s commitment to innovation sets it apart from other global retail economies. The country consistently stays ahead of global trends by adopting cutting-edge technology, offering exceptional shopping experiences, and developing state-of-the-art retail infrastructure to cater to ever-evolving consumer preferences. The UAE has established itself as a pioneer in retail innovation. It has a diverse and affluent population that welcomes strategic partnerships with international brands to enhance customer satisfaction. Events like the Dubai Shopping Festival and GITEX Shopper have transformed the UAE into a world-class shopping destination, offering a range of luxury experiences that attract global consumers.

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The UAE’s remarkable standing as a global retail powerhouse renders mall advertising increasingly advantageous in the region. With its thriving consumer culture and world-class shopping destinations, the prominence of this marketing approach promises to remain high. As such, leveraging mall advertising in Dubai and Abu Dhabi can amplify brand visibility, boost consumer engagement and influence consumers to make their next purchase at point of sales. Brands need to capitalise on dynamic opportunities to capture the attention of their target audience and thrive in this ever-evolving competitive retail landscape. At BackLite, we are dedicated to providing leading mall advertising solutions, ensuring maximum reach and impact for your brand in the region.

In the constantly evolving world of retail, staying ahead of emerging trends is crucial for brands and advertisers to remain competitive and ahead of the game. As we enter the second half of 2023, the realm of retail media is undergoing a significant transformation driven by changing consumer expectations, technological advancements, and a shifting advertising paradigm. From seamless shopping experiences to the rise of sustainability, BackLite has identified key market-altering trends that are reshaping the future of commerce media:

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• Retail Media Investment Will Attract SMEs: Retailers, who previously focused on big and well-known brands, are expected to explore alternative sources of revenue by paying attention to smaller companies in 2022. While fully managed retail media solutions may not be suitable for smaller brands, programmatic capabilities will help attract these often-overlooked companies with limited resources and optimise budgets. With more than 350 screens available to buy programmatically with BackLite Media, retailers will have a more diverse set of revenue sources encompassing a spectrum of brands they collaborate with

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• Retail Media Strategies Will Emphasise Diversification: In a similar vein, an increase in retail media partnerships will enable retailers to diversify their revenue sources across multiple networks, platforms, and solutions. Instead of relying on a single supply-side platform (SSP), retailers are likely to establish and maintain partnerships with multiple providers simultaneously. This diversification allows companies to avoid overreliance on a single source and instead distribute their efforts across various ad formats, audience segments, and target markets, depending on each provider’s expertise.

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• Video & Experiential Will Dominate Retail Media Ad Placements: As more companies develop their own retail media platforms, conventional ad placements like sponsored product and sponsored search have become standard. To stand out, advertisers need to utilise more engaging formats like rich media, video ads and brand activations to further enhance experiences. The dynamic nature of these formals allows advertisers to include various touchpoints across the sales funnel, maximising the potential impact of a single ad unit. Regardless of the ad formats employed, advertisers need to tie their retail media spending to critical metrics such as positive return on investment (ROI).

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• First-Party Data is Highly Valued: In a world without cookies, brands are becoming less reliant on third-party data. First-party data has emerged as a valuable tool for advertisers to provide personalised and relevant experiences to consumers that drive results. By partnering with retail media networks, BackLite Media has access to significant amounts of first-party data on customers’ behaviours, reasons to visit the mall, demographic information, and purchasing power of mall visitors. Using these insights, we collaborate with brands and retailers to design and optimise retail media ad campaigns that enhancethe effectiveness of their media investments.

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BackLite Media takes pride in its extensive retail media networks, which encompass key malls in Dubai and Abu Dhabi, such as Dubai Festival City and The Galleria Al Maryah Island. Our networks have consistently attracted brands from a wide range of industries, including luxury, e–commerce, and automotive. With a thriving consumer culture in the UAE and world-class shopping destinations, this marketing approach holds significant prominence. Leveraging our retail media network in malls in Dubai and Abu Dhabi can greatly enhance brand visibility, increase consumer engagement, and influence purchase decisions near point of sale.

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Brands must seize dynamic opportunities to capture their target audience’s attention and thrive in this ever-evolving competitive retail landscape. At BackLite, we are committed to delivering leading mall advertising solutions, ensuring maximum reach and impact for your brand in the region.