It’s time to think outside the box, and 3D billboards allow advertisers to do just that. The 3D effect is created by something we call Forced Perspective 3D.

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Forced Perspective 3D, or FP3D, is a technique that employs optical illusion. It manipulates human visual perception using scaled objects and the correlation between them and the vantage point of the spectator or camera. It’s not just an advertisement; it’s a visual experience.

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FP3D content is a specialised form of 3D content that appears distorted or elongated when viewed from certain angles but appears normal when viewed from a specific viewpoint or through a camera lens with a particular aspect ratio. This technique has become increasingly popular in advertising due to its eye-catching and attention-grabbing qualities.

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At BackLite Media, we collaborate with creative partners from around the world to help our clients deliver immersive campaigns on some of the most prestigious digital screens in Dubai and Abu Dhabi. This unique and innovative approach has attracted many brands to develop engaging ways to draw people’s attention to the advertisement and make them curious about what it’s promoting.

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3D billboards are a powerful tool for advertisers looking to capture people’s attention, create a unique and memorable experience and make their brand stand out. By creating unique and eye-catching visuals, they can draw people in and create an indelible impression that will stick with them long after seeing the advertisement.

What are some challenges that you’re working to overcome at the moment?

Having been in the market since 2020, I would say that Seventh Decimal overcame some significant challenges in terms of spreading awareness and getting the endorsement of major stakeholders on the measurement methodology. Now that Streach is rolled out and is heavily used by the industry, some new, yet smaller, challenges emerged that we are focusing on, such as:

1. Remaining relevant in what we are offering to all stakeholders.
2. The level of customisation on the system.
3. Its interoperability and connection with other ad tech (like DSPs/SSPs) or trading desks, among others.

Additionally, I would also like to highlight that some challenges exist in the industry that impacts us as a measurement system but are beyond our capacity to solve solely, and that is why we invited stakeholders to a round table on a technical committee to discuss those challenges and prioritise them based on the industry demand.

I believe that you’re creating a technical committee. Would you please tell us a bit more about this? How is the formation of the technical committee progressing?

Oh yes, indeed, a technical committee to launch a JIC (Joint Industry Currency) was created and includes representatives from the media agencies (MCN Group, Publicis Media Group and Omnicom Group) and media owners (Al Arabia, BackLite Media, Elevision, Hypermedia, and MPN).

The technical committee will have to take collective decisions to standardise, enrich and empower the existing OOH media measurement system.

The topics of the round table include:

• Standardisation of Ad formats

• OOH Inventory naming conventions and unique identifiers

• Metrics Nomenclature, definitions, and calculations

• Transit and place-based media

• Introduction of additional qualitative metrics

We were extremely happy with the warm welcome that stakeholders showed to our initiative, supporting us in driving a mid to long-term roadmap for the OOH media measurement system in the UAE.

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What are Seventh Decimal’s plans for the near future?

This year advertisers have started looking at OOH measurement and data to analyse their campaign’s performance and rethink their OOH strategies. Consequently, we are forecasting major growth in the industry.

We will continue to support agencies and advertisers in their efforts to highlight the potential of OOH; Through the measurement data of Streach (Reach/Frequency/Impressions), advertisers can now accurately model and fairly value the contribution of OOH to their overall media mix and assess their ROAS. Seventh Decimal will extend its support to provide data for agencies with the ultimate goal of increasing the OOH’s share of the omnichannel marketing spend.

One such initiative is the partnership between Seventh Decimal, BackLite Media and Reprise/MCN Group, which we announced a few weeks ago, to collaborate for studies dedicated to the understanding of OOH’s return on ad spend (ROAS) across MCN brands.

We recently spoke to Ashin John, our Digital Operations Manager, to learn more about impressive tech innovations in out-of-home media and what BackLite is doing to use these technological innovations to our advantage.

Enhancements in digital display technology:

- Higher resolution: Narrow pixel pitch LED displays refer to displays with a small distance between the individual LED lamps, resulting in higher resolution and more detailed content. Higher density of LEDs per square meter results in a wider colour gamut that helps to create more vivid and dynamic content.

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- Greater contrast: Improvements in technology have led to improvements in contrast ratio, resulting in deeper blacks and brighter whites.

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Better viewing angles: With the continuous development of LED technology with SMD, viewing angles have greatly improved, and content remains visible when viewed from different positions.

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Increased energy efficiency: Power consumption of large format LED displays has reduced over the years and will continue to reduce with technological advancements. Integrating light sensors with the display system helps adjust the display’s brightness for optimum viewability based on the ambient light levels, which helps manage or reduce power consumption.

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Dynamic Content Capabilities:

Advertisers can use BackLite’s dynamic content solutions to create engaging and interactive campaigns that more effectively capture the audience’s attention. Advertisers can use dayparting in campaigns to target specific audiences by displaying different content at different times of the day.

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Content management platforms allow easy integration of real-time data in digital content, which we can publish across multiple screens and locations. Networks process and analyse real-time data based on different parameters, which can promote actions such as changes in content and schedule. Some examples of dynamic content campaigns produced and executed by BackLite Media include:

• Weather and news updates
• Social media feeds
• Sports scores and news
• Countdown to events and TV shows

Audience Measurement: Audience measurement platforms are tools used to measure impressions and engagement in OOH advertising campaigns. These platforms provide detailed information about audience demographics, attention time and engagement patterns.

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With the advancement in artificial intelligence and machine learning, computer vision technologies collect data based on detections of the number of people exposed to Digital Out-of-Home (DOOH) advertising. Advertisers can use this data to deliver highly targeted campaigns based on the audience’s demographic.

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Geolocation platforms use data from mobile signals to track the location and movement of people to generate insights about the audience.

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Automation allows content management platforms to ingest audiences to generate campaign performance reports.

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Some technological challenges that face the industry and how BackLite is overcoming these challenges:

Security: DOOH displays are vulnerable to hacking and other cyber-attacks. BackLite takes security measures to protect the networks and system, which include:

• Multiple authentication layers and limit access to authorised personnel
• Periodic update of software (operating system, content management system and 3rd party applications)
• Firewall to control incoming and outgoing network traffic
• Regular monitoring of logs and network traffic

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Integration with 3rd party systems: Content management systems must be integrated with other technologies, such as audience measurement tools, programmatic platforms, and real-time data sources. BackLite performs integration testing in a controlled setup before deployment to the production/live environment.

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Data privacy: DOOH systems collect data from people exposed to advertising or interacting with the displays. BackLite partners with solution providers who comply with data privacy regulations to ensure data is collected and stored securely.

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Describe PrDOOH in a nutshell

Programmatic makes your media available at the click of a button.

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It’s automation. It’s making your media available to media agencies and clients at the click of a button and then serving that content as well, again at the click of a button.

“Programmatic DOOH isn’t necessarily a new media. It’s just a new way for media owners to make their digital assets readily available for buying and selling. Also, a new way for agencies and clients to be buying our media as well. And the final thing is that the actual posting and serving of the adverts is also part of that automation as well”.
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How would you see this from the perspective of the clients?

As more and more media owners in the DOOH space make their media more readily available programmatically, it is a one-stop shop in a drop-down portal for your media to be viewed and considered by local agencies, global agencies, and global clients.

It’s all about the ease of the process, the automation, the speed, the flexibility, and how dynamic this process can be.

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What is the effect of programmatic on sales?

We are relatively new to programmatic here in this region. But we can see from our neighbours across Europe and North America that a large percentage of their advertising revenues are now coming from programmatic. We have always been behind the curve in this market. Sometimes people say we are 5-7 years behind the UK. The good thing for us is that the answers to the test are just across the water, so we know it’s come. That’s why we are going through the process of being as ready as possible for the inevitable rise of programmatic digital out-of-home.
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When did programmatic start being a thing here in Dubai or globally?

Globally for quite a while. Companies in North America and Europe have been doing it for at least 5 years now.

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Programmatic works very well when you have got the scale. Companies in the UK have national networks, so they’ll have digital screens that are part of a wider network across Birmingham, Manchester, and London. So that’s the ideal scenario for a programmatic campaign because a company can come to one media owner at a click of a button and serve their content to some of the biggest cities in the UK in one shot and have a nationwide campaign.

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Programmatic gives clients and agencies a more deep-dive into when I am having my campaigns live in OOH. Who is my target audience? Whom do I want to reach? Where do I want to reach them? When do I want to reach them? That’s why programmatic is so important in a unique strategy in our marketplace right now.
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I love how you mentioned that with the click of a button, you can do a nationwide campaign, and what are some examples of campaign executions that you like?

So we have had a good few here in this region, starting locally with the YSL campaign that went live on Sheikh Zayed Road. We had a client via a local agency who wanted to reach audiences in Dubai and invest in their digital out-of-home campaign on an impression basis. That was one of the first and most impactful programmatic campaigns we have seen locally on our doorstep.

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It was a one-month campaign with a 4-week duration. I know that the client was super happy with the results. We were able to give them a post-campaign report that showed them how many planned impressions there were for the campaign, how many impressions played out as a result of the traffic on Sheikh Zayed Road and then give them some detailed audience insight as well, to know from those impressions what kind of audience were within those impressions.
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How easy or hard is it to measure these impressions and give accurate data to the client?

It’s quite easy actually because we have got such strong data partners. Our data ecosystem consists of Ad Mobilize, which counts cars on Sheikh Zayed Road, so we know the peak hours in traffic.

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Starting with the number of cars, we can look at how traffic differs per intersection. We can look at traffic speed to know dwell time differences and how long individuals are in front of our signage from intersection to intersection.

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We are planning campaigns now thanks to our data and the benefits that programmatic offers based on, for example, commuter hours. If you are an F & B client, you could serve a copy between 8-10 am when commuters make their way to work and serve coffee- or breakfast-based content. At lunchtime, between 12-2 pm, a piece of copy that refers to the lunch menu and then into the evening, you catch people on their way home in their commute again but going the other way.
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I imagine that during the morning, when everyone is in a rush to work, it is a peak hour, where perhaps programmatic would be a golden time or more expensive time to advertise. And that goes back to your point of knowing the audience. And in fact, we mentioned partners like Ad Mobilize. Are there any other partners that allow us to get a more holistic view of this data?

Yes. The second data and audience measurement company we partner with is Seventh Decimal. We use their platform, Streach, a lot and in detail. So, They have given us even further insights. It is not only an impression but also an opportunity to read frequency and reach, what you understand in this campaign, pre-campaign planning phase, to answer the question, “How much of the Dubai population are we going to reach?”. We can tell asset by asset, location by location, just how effective that location and digital screen are. It’s beneficial whether it’s on Sheikh Zayed Road, Digital Destinations or even in malls. It gives our proposals and recommendations extra accountability and is backed by their data.
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With mobile data, correct?

With STK data that works based on geofencing, if those handsets do pass within that geofence around our locations, we will receive that data and analyse it accordingly.
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Let us look into the future of programmatic.How do you envision the future OOH advertising here in Dubai in such a forward and fast-paced city?

So it comes in two steps. OOH and DOOH will continue to move forward, and traditional OOH, including static, will always hold its place in this market. But I think what we will do is have further advancements in advertising technology, AI, audience measurement companies, as well as SPSS and DSPs that open our inventory to be smarter, to be more flexible, to be more targeted.

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So I see that Programmatic will play a big part in the future. Hopefully, by leading the line and being the kind of thought leaders talking in that kind of vocabulary and language about impressions, we will get the attention of many media agencies and clients here on our doorstep.
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What advice would you give to someone like me who is entering the media industry at the moment and wants to learn more about the place of DOOH?

Be hungry, be passionate, be enthusiastic. And you know, keep your mind open to new ideas, new technology, and new ways of thinking. Because you never know what the next step in DOOH might be. Programmatic is right now. Who knows where it is going to go next! But keep your eyes and ears open, and stay ahead of the game!

As part of this year’s SpotLite Magazine, we sat down with Ahmed Emam, Chief Sales Officer at BackLite, to discuss the UAE’s out-of-home market and what trends he expects to see in the near future. Here’s what he had to say.
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What interesting market trends did the out-of-home media industry see in 2022?

The OOH industry is seeing a strong recovery after the slowdown driven by COVID. In 2022 the tendency to go more on Digital-Out-of-Home (DOOH) was very obviously amplified by BackLite’s introduction to world-class stunning DOOH media solutions such as The Triple Crown, The Gateway, and Al Jawhara in Dubai. In addition, Forced Perspective 3D (FP3D) campaigns are the latest hype, providing the right blend between innovation, creativity and reach.

Each campaign on our iconic digital screens is inherently unique as a result of the creative ideas behind the campaign. BackLite Media screens at JBR and City Walk in Dubai are considered the first choice for brands to execute their 3D campaigns. They deliver successful innovative campaigns throughout the year via multiple sectors, including Luxury, Automotive, Cosmetics, Gaming and much more.

What upcoming trends do you expect to see in the industry in the next five years?

There is no doubt that DOOH will continue to grow and dominate. Communication with audiences will be more personalised, seeing location-triggered messages and more dynamic content. In the near future, DOOH will be integrated with online platforms to extend small-screen content onto large out-of-home screens.

How would you describe the current state of OOH in the UAE, and what does that mean for advertisers?

The OOH advertising industry in the UAE has been experiencing immense growth year after year. With the introduction of a data-driven approach and the digital transformation by BackLite Media, investments in OOH advertising are becoming more optimised and justified. Measurability allows advertisers to choose from a wide range of options for reaching their target audience.

With multiple touchpoints, campaigns can be more frequent on the roads, leading to increased visibility and impact. In other words, the advertiser books only what they need to book. In terms of formats, revolutionary DOOH products and enhanced OOH static assets have been introduced to the UAE market in the past couple of years by BackLite Media to ensure a more sustainable future for the industry.

How is the market growing, and what is BackLite doing to keep their competitive advantage?

We saw good market stats in 2022, and some finetuning can always help for more significant market growth and healthier competition.

BackLite Media will always focus on the finer details to ensure the clients receive unmatched quality. The client investment with BackLite Media reflects their trust in what we do. We commit to ensuring that our client gets a professional journey, and we help our clients by offering a complete OOH plan to create successful campaigns from all aspects.

In short, we treat every campaign as our first ever, WE CARE.

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The complementary relationship between OOH and mobile has accelerated and evolved, giving brands access to more creative and targeted opportunities than ever before.

As the way we consume media content continues to evolve in the digital age, OOH advertising has been forced to adapt in order to remain relevant. In today’s world of instant gratification, where waiting is no longer an option, advertisers need to find innovative ways to capture the attention of their target audience. This is where the complementary relationship between DOOH and mobile comes in, as a powerful tool to drive successful campaigns.

OOH has evolved, not through the laziness of the modern human; but through the benefits of the digital media world; dynamic relevance, immediate action, and robust data providing targeted and relevant messaging.

DOOH allows you to react; it takes an always-on strategy and gives it a dynamic relevance and thus will enable you to be more creative and engaging with your messaging. Great recent examples are “Just Do It” moments with Nike; as soon as an athlete breaks a record, wins a medal, or does something out of the ordinary, Nike can broadcast it to the nation.

Millions will then see their creative message and athlete association; this can be published across all channels; social sharing has amplified the impact, but only if the content is worth sharing.

That brings me to content, OOH, digital or otherwise, will live and die by the creative it displays. My favourite campaign of 2022 was the adidas campaign I’m Possible. Not just because they used The Triple Crown (it does help) but because of the entire process of launching such an idea. As a multi-media campaign, it tapped into social, radio and Out-of-Home (OOH), but with Digital Out-of-Home (DOOH) enabled User Generated Content (UGC).

It gave women in The Middle East a voice, inviting every woman in Dubai to inspire the region, to see impossible as I’m possible. Through social media, adidas invited the woman of Dubai to share photos of what sports mean to them and their story of turning impossible into I’m possible every day.

Every post shared, irrespective of the sport, was displayed on The Triple Crown in real-time. Each billboard, in return, became countless pieces of social content, starting conversations about making sports more inclusive. The earned media for the campaign was massive, with a reach of over 250 million and covered in over 25 different countries.

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Here at BackLite, we’ve recently launched the first edition of ‘SpotLite’, our new annual magazine dedicated to the dynamic world of out-of-home media. As part of the magazine, our CEO, James Bicknell, shared his thoughts on the future of outdoor advertising in Dubai & Abu Dhabi. Here’s what he had to say:

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As digital becomes more prevalent, we continue adapting our product portfolio in the UAE. Digital outdoor advertising, using digital screens and displays, allows for real-time updates, targeted messaging, and even the ability to track metrics and gather consumer data. This means that advertisers can now reach their desired audience with precision and accuracy, leading to a better return on investment for the advertiser and a more engaging experience for the consumer.

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At BackLite Media, we’ve been at the forefront of this shift towards digital outdoor advertising in the UAE. We have implemented new technologies and leveraged data to create dynamic, interactive, personalised ads that adapt to the context and audience, allowing for a more relevant and effective advertising experience.

But it’s not just about the technology; as a responsible and ethical company, we understand the importance of placing our digital media and displays in the most elite locations, respecting consumers’ privacy, and being mindful of the environment. We are proud to announce that we are working towards being fully sustainable and carbon neutral by 2026. Being a good corporate citizen is just as important as providing our clients with the best advertising solutions.

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In conclusion, the future of outdoor advertising in the UAE is digital, interactive, sustainable, and truly exciting. At BackLite Media, we’re committed to staying ahead of the game and providing our clients with the most innovative and effective advertising solutions. With a focus on new technologies, data, responsible advertising, and sustainability, we’re confident that the future of outdoor advertising in the UAE is dynamic. And we can’t wait to see what the future holds for this zestful and ever-evolving country.

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BackLite Media, one of the UAE’s leading digital outdoor media companies, has proudly released the first edition of its new magazine, “SpotLite“.

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With its first annual magazine dedicated to the out-of-home media industry, this publication provides an in-depth overview of the UAE’s OOH landscape and BackLite Media’s contributions and dedication to pushing the boundaries of the industry. This year’s edition of SpotLite intricately focuses on programmatic advertising, data analytics, industry partnerships, sustainability, and state-of-the-art media evolution.

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The magazine features contributions from esteemed industry professionals, including Havas Middle East, World Out of Home Organization, and Seventh Decimal, among others. SpotLite is poised to be a must-read for the UAE media community, with the next edition of the magazine scheduled for release early next year.

Global brands often seek iconic and premium locations around the city to display their out-of-home campaigns. Iconic locations, coupled with the design of the display, are associated with prestige, exclusivity, and high visibility, making them highly desirable for luxury and global brands looking to make a bold statement and reach elite audiences. The Triple Crown, part of The Landmark Series, is an excellent example of how the combination of prominent location, design and association offers a prime opportunity for brands to capture the attention of diverse and affluent audiences.

The Triple Crown is situated in Dubai on Sheikh Zayed Road, known for its prominent landmarks, bustling traffic, and high vehicular traffic. It offers unparalleled opportunities for brands to connect with audiences. It features six huge unmissable digital displays that have changed the media landscape on Sheikh Zayed Road, creating a captivating visual experience for audiences and providing advertisers with an unprecedented platform to showcase their brands.

What sets The Triple Crown apart is its ability to offer real-time audience feedback and the flexibility to change creative content to reflect specific moments in time. BackLite Intelligence ensures that advertisers can deliver dynamic, relevant, and engaging content that resonates with their target audience, making the DOOH medium more accountable than ever. With exclusive advertising loops, The Triple Crown delivers an uninterrupted, detailed, and immersive message to captivate audiences and make a lasting impact. Campaigns on The Triple Crown benefit from a whopping 189 million impressions a month, providing an ideal platform for brands to stand out in the competitive advertising landscape.
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Our goal is to drive digital innovation in the UAE, and The Triple Crown is a testament to our commitment to delivering architectural and aesthetically superior locations for our clients. With independent, credible data as the foundation of our medium, we strive to provide the best possible experience for both advertisers and audiences alike.

It’s time to rethink DOOH with the iconic digital out-of-home network that offers unmatched opportunities for global and iconic brands to make their mark on Sheikh Zayed Road. Join us in creating conversations, making lasting impressions, and driving digital innovation with The Triple Crown by BackLite Media.
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