The proliferation of digital in out-of-home (OOH) advertising across the globe has driven the need for data. Reliable data has driven the ability to plan and buy digital OOH (DOOH) by impressions. The ability to plan and buy by impressions has driven the growth of programmatic DOOH.

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But where are we, the UAE, in this timeline? Well, we’re at the start, the middle and the end at the same time. The proliferation of digital in OOH across the globe has driven the need for data. There has been a boom across the globe in LED conversions and builds, driven mainly by the UK and Australia, with 59 per cent and 56 per cent respectively of the total out of home revenue attributed in those markets to digital, according to PWC’s estimates. In comparison, in the UAE only 11 per cent of the overall outdoor spend is represented by digital, according to Ipsos.

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Clive Humby coined the phrase, “data is the new oil”, and although we’re in the Middle East, the phrase is still relevant when analysing the growth of audience-led, data-driven OOH campaigns. Data alone isn’t the answer, though. Like oil, if unrefined it can’t be used; it needs to be broken down and analysed for it to have value. Right now, data is still in its infancy in the UAE, but there are many new companies offering solutions, with different and alternative systems for measurement and aggregation.

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Reliable data has driven the ability to plan and buy DOOH by impressions. With the increased availability of data and the launch of our new Digital Icons on Sheikh Zayed Road, we have seen a surge in dialogue around impressions-based, audience-first campaigns. The ability to pick the hours of activation, to target a specific moment in time, to react to external factors has piqued the interest of many clients and agencies. Only through the use of digital can you bring these campaigns to life. The leading example of data use so far this year was the campaign for YSL – Libre, using Sheikh Zayed Road, targeting specific hours of the day to capture an affluent retail audience outside of the peak commuter hours. This campaign was activated programmatically by The Trade Desk, via Broadsign Reach.

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The ability to plan and buy by impressions has driven the growth of programmatic DOOH. With the launch of The Triple Crown – three prominent digital billboards on Sheikh Zayed Road near Mall of the Emirates – we have seen an unprecedented rise in demand for digital, but the requests and activations can still be very linear. To truly take advantage of this great product, we need to see more dynamic campaigns activated with a more audience-first mentality. Of course, OOH will always be a one-to-many mass audience solution but the more relevant the message, the more effective your message will be.

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For programmatic out-of-home to truly flourish in this market we need to define the currency; we need to establish one data source as the benchmark for the region. With BackLite Intelligence, we aggregate data from multiple sources then analyse it with custom algorithms, generating insights around traffic flows and audience demographics, to ensure a transparent and robust measurement. Still, this solution is only available for BackLite customers; for the wider industry to adopt programmatic DOOH there needs to be greater collaboration. Programmatic DOOH is still at its infancy and will evolve alongside technology and data measurement to realise its true potential.
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In an age dominated by digital marketing and the privacy concerns that arise with it, the Out of Home (OOH) advertising sector has proven to be a more prominent and credible medium over the years. The growing number of devices vying for our attention reduces individual reach and effectiveness of brand messaging. OOH remains a key medium that surrounds audiences in their everyday environment.

It can reach them while they are close to the point of sale, and when they are more receptive and are less distracted by other media. Digital Out of Home (DOOH) media is on the verge of a change that will ultimately reshape the OOH industry. As the media moves toward a screen-based environment tied to data and technology, criteria like time, content and contextual relevance will be the new pillars of OOH media placement

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CREATING AN IMPACT SHOULDN’T BE A QUESTION

With a multitude of consumer platforms, marketers must prioritise the effectiveness of their creative content. For brands, the choice of messaging, visual appeal and the frequency of refreshing visuals all play pivotal roles in determining the impact of their brand’s message. To succeed in today’s cluttered landscape, they must be exceptionally sharp and distinctive.

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One exemplary approach to achieving this differentiation is through branded billboards and creative out-of-the-box executions. A great illustration of this strategy’s success can be seen in the case of McDonald’s. The fast-food giant seized the opportunity to transform a conventional BackLite static billboard into an authentic work of art leveraging the ‘Branded by BackLite’ platform. The outcome? An unforgettable campaign that captured the attention of audiences and left a remarkable impression.

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DOOH, THE ULTIMATE ADVERTISING SOLUTION IN A COOKIELESS FUTURE

With web browsers and apps alike increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways.

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DOOH has seamlessly integrated into the advertising and urban landscape, while delivering pertinent, captivating and lasting messages to consumers, all while upholding their privacy.

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MORE STRATEGIC USE OF DATA

One of the hottest topics for this region and globally is data, which wasn’t high on the agenda pre-2020 but is now in high demand. We have evolved far from merely selling ad space to now providing brands with the right media network that matches their objectives and demographics. The rapid advancements in Out of Home technology and data have allowed BackLite Media to utilise second-party data provided by landlords and partners to understand consumer behaviours and shopping patterns in destinations and malls to target specific audiences at the right time on the most relevant screens.

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The medium has evolved to leverage this data to create real-time contextual ads, such as anonymised mobile intelligence, location, camera sensors and IoT data, to gather information. This development of smart tech creates more efficient advertising campaigns without the requirement to retrieve personal data.

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OOH MEDIA HAS A GROWING ROLE IN PROMOTING SUSTAINABILITY

As environmental consciousness grows, the OOH advertising sector is making efforts to align with sustainable practices. We are increasingly opting for eco-friendly materials, such as recyclable vinyl and LED lighting, for our static billboards and digital displays. Additionally, we are embracing digital displays that use less energy compared to traditional illuminated billboards. This not only reduces costs but also demonstrates a commitment to sustainability.

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The ability of Out of Home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before.
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WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Integrating new technologies with Out of Home (OOH) advertising has significantly boosted the industry, from the use of data and AI to the advancements in LED technology.

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Interestingly, data quality and utilisation were not prominent considerations for the UAE market until 2019, but have become widely discussed topics.

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As we accumulate more data from our landlords and third-party suppliers and deepen our comprehension of its potential, we are better equipped to leverage this for the continued growth of the OOH advertising sector.

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We can’t talk about technology without talking about AI, but is it really being used in the OOH sector? I can confirm that it’s here and assisting us; to predict traffic flows with AdMobilize, analyse content to enhance creativity with Neurons, and gauge attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign.

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WHAT ABOUT THE EVOLUTION OF DOOH?

We have observed a digital trend worldwide, and it is now unfolding right here as well. Through a market assessment and a deep understanding of the environmental factors, we have successfully installed industry-leading DOOH screens capable of withstanding even the harshest conditions.

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BackLite’s transition from traditional static billboards to dynamic digital screens has marked a transformative era in content delivery, empowering advertisers with real-time updates plus flexibility and standout campaigns.

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This transformation has fostered a culture of creative innovation, manifesting in captivating FP3D campaigns and interactive features that engage audiences.

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Our integration with cutting-edge technologies such as live-data feeds and location-based services has allowed us to target audiences and deliver contextually relevant content.

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We recognise that digitisation alone isn’t sufficient. To truly excel, we’ve incorporated data into our strategy, providing clients with comprehensive reports highlighting metrics like playouts, impressions, reach, and frequency, enabling them to make informed decisions and maximise their impact.

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WHAT CAMPAIGN CAUGHT YOUR EYE?

Globally: Surreal Billboards in the UK – Social Buzz. Locally: Lego on SZR – May the 4th be with you. Special Build, Timing and Relevance

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WHAT ARE CLIENTS ASKING YOU FOR?

They are increasingly seeking more data-driven and results-oriented solutions. They are asking for better audience targeting capabilities to ensure their messages reach the right people at the right time.

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The demand for Programmatic Digital Out of Home (PrDOOH) is also on the rise, as it provides the efficiency and flexibility to optimise campaigns in real time.

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Also, they are looking for creative and interactive OOH formats that can captivate audiences and make their brands stand out, like branded billboards, special builds and FP3D content for a social media buzz.

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Overall, clients seek innovative, data-backed, and engaging OOH advertising solutions to drive tangible results for their marketing efforts.

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HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

With the journey towards PrDOOH, we have established an ecosystem that provides comprehensive data sources and solutions, catering to our clients at every stage of the marketing funnel; we call this BackLite 360.

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Our commitment extends to embracing automation through programmatic campaigns, where we list our inventory on Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs), allowing brands to incorporate our screens into their omnichannel campaigns seamlessly.
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Campaign Middle East recently covered industry movers and shakers from the advertising, marketing and creative space for our MENA Power List 2023 issue and there was a strong sense of optimism about the region’s landscape for marketers to flourish.

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James Bicknell, CEO, BackLite Media

“Bicknell has been the CEO for BackLite Media for 14 years and spends his time planning the next stage of the firm’s rapid growth. He enjoys traveling with family and playing golf”

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In the dynamic world of business, where the only constant is change, the landscape of marketing in the UAE has undergone a remarkable transformation, with innovation emerging as the cornerstone of success.

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As the CEO of the UAE’s leading Digital Out-of-Home (DOOH) advertising company, I am filled with pride to have worked with a dynamic and multicultural team and led a revolution in the way we perceive and engage with outdoor media.

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Through innovation in product, process and ecosystem, we have not only embraced the challenges of the modern marketing era but have also emerged as pioneers in shaping the industry’s future.

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Innovating solutions: Unveiling new possibilities

We realised that revolutionising our industry, first and foremost, comes with reimagining our products to suit the modern world and anticipating external factors disrupting the urban landscape in the UAE.

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Our commitment to innovation and inspiration provided by the UAE leadership to position the country at the forefront of the digital revolution has driven the business beyond the traditional static billboards, turning them into dynamic, interactive media that resonate with the digital-savvy audiences of today and match the grandeur of the cities we live in. Harnessing cutting-edge technologies, we have collaborated with brands and agencies to create immersive brand experiences that bridge the gap between physical and digital platforms.

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This achievement has not only brought creativity to the forefront but also harnessed the power of data. We work actively with our clients and data partners to create a credible data ecosystem, enabling us to adapt and optimise campaigns swiftly, ensuring our clients achieve maximum impact. By combining creativity with data-driven insights, we have elevated our media to deliver memorable experiences for audiences.

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Innovating processes: efficiency and agility

Innovation should not be limited to the media solutions we offer—it should fill every facet of the business operations. To achieve this, streamlining processes and embracing automation to enhance efficiency and agility is of utmost importance. From campaign planning to execution, advanced algorithms can help us identify prime locations, analyse demographics, and forecast foot traffic patterns, ensuring that every advertisement is strategically placed for optimal reach.

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Innovating ecosystems: cultivating partnerships

A true revolution requires a collective effort, and innovation in outdoor media is no exception. We have taken the initiative to build a robust ecosystem of partnerships that go beyond traditional boundaries. By collaborating with technology providers, creative agencies, and local communities, we have created an environment where innovation thrives.

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Together, we have co-created solutions that challenge the status quo, bringing fresh perspectives to age-old challenges. Moreover, we have championed sustainability as an integral part of our system. By incorporating eco-friendly materials and responsible waste management practices, we have not only reduced our environmental footprint but have also positioned ourselves as pioneers in promoting conscious and accountable marketing campaigns.

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Our partners and brands are looking for more transparency than ever, and it is essential that we deliver that information accurately and effectively. As the CEO of the UAE’s leading OOH advertising company, I take immense pride in our transformational journey, which has set new benchmarks for the industry.

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I envisage an OOH industry that seamlessly integrates with digital platforms, offering advertisers the best of both worlds. With the use of technology, OOH advertisements will become more interactive, personalised, and measurable, enhancing their impact and value. Our commitment to embracing change and pushing boundaries is not just a reflection of our company’s ethos— it’s a testament to our dedication to shaping the future of marketing.

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With innovation as our compass, we will continue to lead, inspire, and evolve, driving the industry towards new horizons of success.

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“If you couldn’t fail, what would you be doing right now.”

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BackLiteMedia and Gulf for Good, a charityorganisation based in the UAE, have joined forces to launch an exciting, dynamic digital advertisingcampaign named "Champions of Change." This campaign is a celebrationof the remarkable spirit of Gulf for Good's challengers right on the vibrantSheikh Zayed Road, that showcases their inspiring stories of overcoming incrediblechallenges to support charities around the world. BackLite Media’s team of designers assisted Gulf for Good invisualising the campaign, which is displayed on two unmissable digitalbillboards along this iconic stretch. 

Thecampaign was strategically timed tocoincide with the return of Dubai residents from their summer holidays, seizingthe opportunity to display photos of participants who've signed up for Gulffor Good’s upcoming challengesacross key locations on Sheikh Zayed Road in real time. Leveraging BackLiteIntelligence's Dynamic Content Solutions, the campaign provides live updates on participants who have registered forGulf for Good's upcoming challenges with their photos displayed on BackLiteMedia’s Digital Icons. This unique concept further solidifies BackLite’sdigital advertisingplatforms, where brands can unleash their creativity and engage moreeffectively with a global audience. Participation in Gulf for Good adventurechallenges guarantees individuals a coveted spot on these renowned sights,further inspiring Dubai residents to sign up for their upcomingexpeditions. 

Katherine Kearsey,Chairwoman at Gulf for Good, expressed her excitement, saying, "As acharity that thrives on pushing limits and creating meaningful change, we areexcited to partner with Backlite Media to bring the stories of our challengersto the heart of Dubai through this billboard campaign. These billboards willinspire passers-by and remind everyone that small actions can lead tomonumental change." 

BackLiteMedia’s expertise in outdooradvertising ensures that Gulf for Good's "Champions of Change"campaign will be prominently and attractively displayed, amplifying the impactof each featured story. 

The "Champions ofChange" campaign embodies Gulf for Good's core values of empowerment,unity, and transformation. Each billboard tells a unique story, reflecting thediverse backgrounds and challenges that Gulf for Good participants have taken on to raise funds foreducation, healthcare, and welfare projects for underprivileged children. Gulffor Good invites everyone to drive by and witness the inspiring storiesof these everyday heroes, contributing to the betterment of communities andlives worldwide. Together, we can make a significant difference.

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BackLite Media, one of the leading digital out-of-home (DOOH) advertising companies in the United Arab Emirates (UAE), has announced a partnership with Place Exchange, the leading SSP for programmatic out-of-home (OOH) media, to accelerate the programmatic transformation of DOOH in the UAE and increase opportunities for DOOH to be included in omnichannel marketing strategies.

BackLite Media offers premium DOOH media opportunities across a diverse array of settings in Dubai and Abu Dhabi, ranging from bustling highways like Sheikh Zayed Road to upscale malls and destinations. This expansive coverage across the UAE ensures that BackLite Media effectively reaches individuals throughout their daily journeys. The integration with Place Exchange enables advertisers to seamlessly tap into this extensive inventory through their DSPs with a variety of  programmatic buying options, including open auction, programmatic guaranteed and private marketplace deals.

Sean Gadsby, Head of Programmatic at BackLite Media, expressed enthusiasm about the partnership with Place Exchange, highlighting the potential to unlock new revenue streams and attract interest from global buyers. “Place Exchange is a prominent name in the industry, and we’re eagerly anticipating the prospects this partnership brings on a global level. The collaboration with Place Exchange will empower our clients with unparalleled programmatic capabilities and a seamless workflow to incorporate BackLite Media in omnichannel purchases.”

“There is growing demand by local and global advertisers for DOOH inventory in this market,” said Nick Bennett, SVP of Partnerships at Place Exchange. “Through this integration with BackLite Media, they can now deliver high-impact OOH messaging to audiences throughout the UAE with scale, automation, and flexibility like never before.”

The BackLite Media and Place Exchange integration heralds a new chapter in programmatic OOH media evolution in the UAE. This collaboration will enable advertisers to seamlessly leverage BackLite Media’s comprehensive DOOH inventory while capitalising on the benefits of programmatic buying and streamlined workflow integration. As the partnership gains momentum, it stands poised to contribute to the continued evolution of programmatic advertising in the UAE market.

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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.

Earlier this year, we had the honour of interviewing Tom Goddard, President of the World Out of Home Organisation in our annual magazine SpotLite 1.0, about their goals and ambitions. Here’s what he had to say:

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What are the World Out of Home Organization’s goals for the near future?

To continue to connect, celebrate and elevate the world of Out-of-Home (OOH). However, we will be looking to help drive sector growth across the industry by encouraging collaboration both globally and locally.

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We will be putting a spotlight on the issue of sustainability across the OOH eco-system through our newly formed task force to be led by WOO Board Member and BlowUp Media CEO Katrin Robertson. Our aim will be to increase our global presence in areas where we have not traditionally been strong, including MENA, but also Southeast Asia, Greater Africa and Latin America.

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How was the MENA Forum held in Dubai? Did it achieve what you wanted it too?

We couldn’t have wished for a better MENA Forum. The quality of the speakers, including James, was tremendous with really invaluable advice and tips for competing better and harder in an always challenging regional and global media market. We really couldn’t have hoped for more. And, possibly even more important, it was an incredible chance for an industry across a huge and diverse region to come together, share their experiences and make common cause so we can move on strongly together. From a WOO perspective we received an amazing welcome, one which made us proud to play our part in a wonderful media industry.

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What would you like to see in the OOH industry in the coming years?

Greater collaboration in the industry through active support of trade associations including greater sharing of best practice from across the world. Overall Sector growth with OOH taking a greater percentage of overall media spend would be the ultimate sign of success. This will be supported by us working more closely together as an industry on key areas including measurement and sustainability.

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BackLite has partnered with Neurons Inc., a neuromarketing research company specialising in using neuroscience and behavioural science to understand consumer behaviour and decision-making processes. Neuromarketing research uses EEG and other techniques to measure brain activity in response to marketing stimuli. Their suite of neuroscience tools is called Predict, a cloud-based attention prediction AI.

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Predict AI is built on consumer neuroscience data measuring:

+120K reactions of high-quality eye-tracking technology

+100B data points of eye movements and brain responses
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Coupled with data from 120K reactions to high-quality eye-tracking technology and over 100 billion data points of eye movements and brain responses, Predict AI has become remarkably accurate — reaching 95% accuracy for its models. Visual heat maps, fade maps, and benchmarks can all be conveniently accessed from Predict. Because of this, BackLite is better equipped to effectively target, empathise and influentially forecast attention on our platforms.

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This solution estimates a campaign’s creative performance through various image processing functionalities, producing a heatmap (static or video). The tool is based on a deep machine-learning model. It is designed to help advertisers understand whether their OOH creative will likely attract the right audience’s attention in the right places. BackLite can provide saliency heatmap reports to its advertisers before the campaign to identify elements such as call-to-action and branding for improvement to increase message memorability, recognition, and effectiveness

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