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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Advertising sites throughout Dubai will now be managed and operated by a newly formed private joint-stock firm, Mada Media Company.‍

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His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai has issued Law No. (20) of 2024 to establish the company.

Mada Media is tasked with overseeing advertising sites, investing in advertising technologies and conducting relevant research, all while ensuring compliance with regulations.

It is also authorised to form partnerships, acquire assets and enter into contracts to achieve its goals both within and outside Dubai.

The Commissioner General for the Infrastructure, Urban Planning, and Well-Being Pillar will oversee Mada Media’s operations.

The new law empowers Dubai's Roads and Transport Authority (RTA) and Dubai Municipality to delegate their advertising-related functions and permit issuance to Mada Media.

These entities will also transfer their advertising assets, rights, and obligations to the company, including system access.

Mada Media's shares may be offered for public subscription in proportions determined by the Chairman of The Executive Council of Dubai.

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BackLite Media is currently hosting what it claims to be Huda Beauty’s first ever OOH campaign on one of its main collections of OOH offerings, The Triple Crown.

The advertising company said The Triple Crown is a popular choice for luxury OOH advertising in Dubai, making it the perfect location for amplifying Huda Kattan’s campaign.

Positioned on Sheikh Zayed Road, it offers unavoidable visibility to millions of daily commuters, ensuring the campaign reaches an affluent, diverse audience.

BackLite said The Triple Crown’s large, high-definition screens helped create a statement among Dubai’s residents and tourists, with the aim of complementing the campaign’s viral nature and elevating its prestige, hoping to align with Dubai’s premium and luxury brand ecosystem.

To position the campaign in a location where it would perform the best and deliver the highest ROI, BackLite claims it started the visualisation process by thoroughly understanding the campaign’s nature and the target audience.

“We identified the key objectives and demographics for the Easy Blur launch, and then recommended the best locations—like The Triple Crown—based on traffic data and audience fit,” said James Bicknell, CEO of BackLite Media.

“We also collaborated closely with the creative team, offering insights on adapting the artwork for maximum impact in an OOH format.
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This included advising on visual tweaks and adjustments to ensure the campaign was appealing and highly engaging for both daytime and nighttime commuters. This holistic approach ensured the campaign was perfectly tailored for OOH, creating a seamless transition from online to offline engagement,” Bicknell said.

The Easy Blur product line, launched earlier this month, has sparked a lot of chatter. It boldly features the brand’s founder, Huda Kattan, in a before-and-after setting to prove the product works like a filter.

Huda Beauty has previously stuck to social media and influencer marketing to promote its new products. According to BackLite, the significance of choosing a luxury OOH format to advertise the brand enhances the campaign’s perceived status as it fuels and association with other top-tier brands. Therefore, it aims to make it more appealing to a discerning audience.

BackLite claims the combination of strategic location and premium context helps the campaign stand out in a competitive market, amplifying its impact and driving consumer action.

Huda Beauty also unveiled a redesign of its logo earlier this year, which was rolled out with its best-selling Easy Bake Loose Powder. The rebrand was introduced in a YouTube video on Huda Beauty’s channel, where Kattan gave viewers a behind-the-scenes look into the strategy and process of the rebrand.

“This is an opportunity for us to really define who we are as a brand, who we are in the industry,” Kattan said about the rebrand in a recording of a meeting shown in the reveal video.

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In today’s media landscape, flash is king. Every day, people are exposed to an onslaught of information, but the best advertisers know how to create ads that cut through the noise.

In our digital-first world, out-of-home media is often overlooked by advertisers in favour of pursuing online marketing efforts. This represents a huge missed opportunity, as outdoor advertising is one of the most effective ways to engage with customers and inspire them to take action. Since the pandemic, more people are venturing out of their homes daily, making it more important than ever to incorporate OOH ads in your marketing efforts.

We’ve put together 6 tips to create impactful OOH ads that help you connect with your audience.

1. Let data lead

Creating a successful OOH ad campaign requires in-depth knowledge of your target audience, media channel preferences, and what drives their decision-making.

By gathering and analysing customer data, you can create strategic campaigns that focus on the needs of your target audience and consider how you can connect with them at each touchpoint.


2. Know your audience

The best way to design an ad that resonates with your audience is to understand who—and where—they are. Modern marketing is all about leveraging customer data to deliver a personalised experience, and OOH ads are no different.

A recent Zendesk study found that 76% of consumers expect a personalised experience. Data analytics can help you deliver that, maximising the impact of your campaign and facilitating cross-channel integration so you can offer customers a cohesive experience through OOH ads, digital advertising, and social media.


3. Make it contextual

When it comes to OOH ads, there are many formats and settings to choose from. The best campaigns are a culmination of data, technology, creativity, and context.

Tesco’s ‘Together this Ramadan’ billboard campaign used contextual targeting techniques, placing their billboards in areas with large Muslim populations and using digital technology to display both a fasting and non-fasting message, depending on the time of day. The campaign resulted in a 275% increase in mentions of Tesco and Ramadan on social media and remains a great example of how selecting the right setting is key to the success of your OOH ads.

Another tactic to consider is positioning your ad near a point of sale. Engaging with audiences effectively at or near a point of sale allows you to witness the power of OOH advertising in action, from building brand awareness to driving sales.

By placing OOH ads along the path to purchase and in proximity to certain retailers,  your OOH ads end up functioning as a last-mile sales push, transforming the customer’s intent to buy into a completed purchase. This approach not only streamlines the customer journey but also captivates audiences by offering them a digital experience in the physical world.

Through the use of data analytics, you can effectively determine the location and movement patterns of your audience, giving you greater insight into your own media placements.

4. Keep it simple

When you’re working with OOH ads, the amount of time you have to make an impression can vary depending on your choice of location.

While certain venues, like roadside billboards, tend to have a low dwell time, others, like bus stations, might have longer to make an impact. Your chosen venue and its corresponding dwell time should play a significant role in shaping the creative and messaging of your OOH ads.

For ads in places with lower dwell time, like the side of a bus, a simple, uncluttered ad with a clear message tends to make the biggest impact. In venues with higher dwell times, like train stations, people have more time to interact with ads, so you can include more visual elements as well as text and go into greater detail about the brand and its specific offering.

Colour selection should also take into consideration the placement of the ad and its surrounding environment to ensure that it will stand out and make an impact on passers-by. Colour is crucial to designing an effective ad campaign. In fact, studies show that colour has the power to increase brand awareness by 80% and influence 85% of purchase decisions.


5. Get creative

Want to optimise your business outcomes through advertising? Creativity is key to setting yourself apart from the competition and getting noticed. In fact, creativity is the main driver of marketing effectiveness, second only to the size of your brand.

While you likely can’t change the size of your brand overnight, you can place a greater emphasis on exceptional creative work, allowing it to be the driving force behind your ad creation and marketing campaigns.


6. Make it inclusive

OOH is not only one of the most effective ways to reach your audience but also one of the strongest channels to deliver inclusive messaging. With OOH ads being placed in public spaces, viewing them is a shared experience for audiences. Representation matters, and in an increasingly multicultural society, it’s key that you engage with consumers in ways that are meaningful to them, especially as OOH reaches more than 98% of the adult population.

Diversity and inclusion begin behind the scenes by hiring the right people to conceive of and create ads that speak to a diverse range of viewpoints and experiences.


7. Designing an effective OOH ad campaign

The key to a successful OOH ad campaign is to design an eye-catching ad that moves people and has a visual impact while keeping your messaging simple.

In order to unlock the benefits of OOH ads, creativity needs to be at the center of your process.

By combining creativity and data analytics to guide your decision-making, you’ll be able to create an ad that resonates with your target audience and inspires them to take action.

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Registration is now open for the World Out of Home Organization Europe Forum in Milan from November 4-6.

Proceedings will start on the Monday night with Welcome drinks at the Forum venue. In addition, we’ll be holding a celebration dinner on the Tuesday evening, venue to be confirmed.

The Forum will include one and a half days of presentations on the expanding World of Out of Home from Media Owners, Buyers, Tech Suppliers and Clients with a lunchtime finish on the Wednesday.

The European Forum follows another record-breaking Global Congress in Hong Kong with over 500 delegates as well as a second regional APAC Forum in Bali and the first Africa Forum in Cape Town.

WOO CMO Richard Saturley says: "WOO is now a thoroughly global organization but we felt it time to bring a Forum to Europe where the Out of Home industry is booming, overtaking North America for the first time in terms of revenue.

"Returning to Milan for the first time since 2012 is a great way to celebrate the advances in technology and creativity that are driving the medium forward. Interest in Milan has been massive so we urge members to register as soon as they can."

Ströer Co-CEO Christian Schmalzl has been annonced as our first keynote speaker and we'll be announcing more speakers in the coming weeks.

Click here to register: https://registration.global-studio.it/cmsweb/Index.asp?IDEvento=1955&Lang=EN

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In the ever-evolving landscape of retail and advertising, the Digital Out-of-Home (DOOH) market has emerged as a dynamic and transformative force. As technological advancements continue to reshape consumer behavior and expectations, retailers are increasingly turning to DOOH. To create more engaging, data-driven, and personalised experiences.

In this blog, we will explore four key trends driving the growth and evolution of DOOH in the retail sector. The rapid growth trajectory of the market, the expansion of digital inventory, the improvement of data utilisation, and the rise of interactivity and personalisation.

These trends not only highlight the increasing importance of DOOH. Also present significant opportunities for retailers to enhance their marketing strategies and connect with consumers in innovative ways.

1. Growth Trajectory of DOOH:

The Digital Out-of-Home (DOOH) market has been on a rapid growth trajectory in recent years, with industry forecasts predicting a significant increase in DOOH’s share of the overall Out-of-Home (OOH) market.

This surge is driven by the rising investment of retailers and brands in digital signage and programmatic DOOH. As these stakeholders recognise the channel’s potential to deliver highly effective and targeted marketing campaigns. The popularity and impact of DOOH are set to continue rising.

Its non-block nature, the ability to insert into customer’s every day life without interrupting their activities. Its wide reach are some of the attractive features of the channel. This growth trajectory presents a golden opportunity for retailers to leverage DOOH as an integral part of their marketing strategy, enabling them to reach broader audiences and achieve greater engagement.

2. Expansion of Digital Inventory:

Retail media owners are increasingly focusing on expanding their digital OOH inventory, transitioning away from traditional assets and digitising existing sites. Screens are just easier to manage than posters.

This shift towards digital displays in high-traffic areas such as retail locations, transportation hubs, and shopping centers provides brands with new opportunities to reach consumers at the last point of influence.

The expansion of digital inventory in retail environments is fuelling the growth of DOOH as a key part of their retail media strategy. By strategically placing digital displays in areas with high footfall, retailers can effectively capture consumer attention and influence purchasing decisions.

3. Improvement of Data:

One of the most significant advantages of DOOH is the ability to harness data to optimise advertising campaigns. Retailers can utilise their own audience data, such as membership lists or e-commerce customer information, to enhance their DOOH networks. By incorporating footfall counter sensors, such as cameras, retailers can gain valuable insights into the number and type of people engaging with their content, making it one of the most reliable ways to quantify the number of Impacts delivered.

This data-driven approach enables brands to make informed decisions. About their advertising investments, ensuring that their messages reach the right type of audience and the right amount of people. This combined with the deprecation of several targeting methods in other channels, particularly online and its cookies. Contextual data is becoming a key part of digital advertising across the landscape. This is where retail is king, where shoppers are already at the point of purchase, with interest and context already included and significant amount of first party data is available for further detail. The improvement of data utilisation in DOOH is driving increased advertiser confidence and investment in retail media networks.

4. Increased Interactivity and Personalisation:

The rise of interactive and personalised DOOH experiences is another key trend transforming the industry. Retailers are leveraging advanced technologies such as touchscreens, gesture-based controls, smart content management systems and video analytics to create more engaging and tailored DOOH campaigns.

These interactive features not only capture consumer attention.  Also gather valuable data and deliver personalised messaging that resonates with the target audience. As consumers increasingly expect more interactive and personalised experiences. This trend is likely to gain further momentum in the DOOH space. Retailers who embrace these technologies can create memorable and impactful campaigns that drive consumer engagement and loyalty.

The digital out-of-home (DOOH) market is rapidly evolving, offering retailers unprecedented opportunities to connect with consumers in innovative and impactful ways.

The growth trajectory of the market, the expansion of digital inventory, the improvement of data utilisation, and the rise of interactivity and personalisation are all key trends shaping the future of DOOH in the retail sector.

By embracing these trends and integrating DOOH into their marketing strategies. Retailers can enhance their brand visibility, engage with their target audience more effectively, and drive business growth. As technology continues to advance, the potential of DOOH will only expand. Making it an essential component of the modern retail landscape.

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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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The UAE Ministry of Energy and Infrastructure has confirmed to Campaign Middle East that is now reviewing the updated Dubai Out of Home Advertising Manual as a unified reference for technical specifications and traffic safety requirements on all federal roads.

Sharing his thoughts in an exclusive interview, Dr Abdullah Al-Shwaikh from the Outdoor Media Office, OOH Section, UAE Ministry of Energy and Infrastructure (UAEMOEI) commended the latest updated guidelines for OOH in Dubai as “a source of pride for all of us.”

Dubai’s Roads and Transport Authority (RTA), in collaboration with Dubai Municipality and Department of Economy and Tourism, recently updated its OOH advertising manual to include expansion of dedicated OOH zones, standardised design criteria, guidelines for innovative 3D ads, improved site planning for advertisements, updated spacing criteria between billboards and intersections, and new procedures for the construction of billboards and commercial signage.

Commenting on the impact of the changes across the UAE, Dr Abdullah Al-Shwaikh revealed, “We at the Ministry of Energy and Infrastructure are now reviewing the guidebook with the federal Roads and Transport Authority to ensure there is no duplication of efforts or wastage of resources, given the presence of many guidebooks issued by the state municipalities and federal entities. I will not hide the fact that we are in the process of adopting this guidebook as a unified reference for technical specifications and traffic safety requirements on all federal roads through coordination with the entities that issued the guidebook

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Dr Abdullah Al-Shwaikh has been involved in the evolution of OOH guidelines for over two decades. Those were the days when the World Trade Centre served as a milestone while travelling between emirates, and stastic posters of varying sizes were plastered onto lamp posts, pillars, and facades of buildings under construction.

In conversation with us, Dr Abdullah Al-Shwaikh recounted a meeting in June 2004, in a cramped room during the scorching UAE summer, when he attended a meeting with concerned entities at what was then known as the General Secretariat of UAE Municipalities.

“The aim then was to issue the first edition of the inaugural outdoor advertising guide. To be honest, no one expected that the outdoor advertising market in the UAE would reach these levels,” Dr Abdullah Al-Shwaikh added. “Twenty years later, thanks to our country’s wise policy in dealing with regional crises, the outdoor advertising market in the UAE, particularly in Dubai, has become one of the most sought-after points by multinational hubs to announce all that is new in the world.”

When asked what’s next, Dr Abdullah Al-Shwaikh shared that the time had come for a guide that governs the actual design and content on the OOH and DOOH billboards.

“What’s next?” he responded, “I believe we now need a parallel guide that governs the advertising content itself, in line with each area. It should also ensure the higher interests of the city of Dubai and the state, making it mandatory for advertisements published in different languages and setting ethical and aesthetic standards for advertisements.”

“This is another lengthy discussion for another day,” he concluded.

How will the best practices from Dubai be translated across the UAE? Stay tuned for our continuous and timely coverage from the forefront of the outdoor advertising industry.

A day after Dubai’s Roads and Transport Authority (RTA) released its updated guidelines for OOH advertisers, industry leaders have voiced their full-throated support for the move.

Dubai’s RTA, in collaboration with Dubai Municipality and Department of Economy and Tourism, updated its OOH advertising manual to include improved site planning for advertisements, updated spacing criteria between billboards and intersections, and new procedures for the construction of billboards and commercial signage.

Interestingly, the updates also included standardising design criteria, aesthetic elements, while introducing guidelines for innovative elements such as 3D ads, drones, and modern lighting.

“These updated guidelines, including revised spacing criteria between billboards, ensure audiences have more dedicated visibility and increased performance on each campaign and advertisement, effectively reducing visual clutter in the city,” James Bicknell, CEO, BackLite Media said.

Elevision’s Chief Operating Officer, Eamon Sallam, said, “We feel the elements related to standardised design criteria and spacing regulations are set to make the most immediate impact on the industry. With the continued proliferation of OOH assets across the country, clutter and poor designs have had a negative impact on the industry.”

Safety takes top priority‍

Aligning with Dubai’s vision under the Urban Plan 2040, the updated guidelines also prioritised the safety and security of road traffic and pedestrians.

The OOH manual revision process included the involvement of a global consulting firm with expertise in OOH advertising and traffic safety, Dubai’s Roads and Transport authority stated in its announcement.

“We must prioritise citizens’ and residents’ safety by maintaining sites that uphold the city’s aesthetics and following these regulations,” Backlite Media’s James Bicknell added.

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Expanding OOH zones across Dubai

Additionally, updates to Dubai’s OOH manual also included the addition of new zones in Dubai designated for OOH advertising, the strategic distribution of billboard locations, the expansion of digital advertising, and diversifying billboard types to achieve optimal investment returns.

“Expanding dedicated OOH zones and digital advertising opportunities is particularly exciting, offering advertisers greater potential for impact and return on investment,” Backlite Media’s James Bicknell said.

“We welcome the establishment of the RTA’s updated guidelines as we feel they will provide an overall net benefit to the industry. All stakeholders, including media buyers, media suppliers, and most importantly the general public, should experience improved interactions with OOH media as a result of these guidelines. As a premium media supplier Elevision is excited to see an increased standard across all aspects of the local industry,” Elevision’s Eamon Sallam said.

Overall, the updates in Dubai’s OOH manual aim to boost existing advertising and creativity while ensuring safety and compliance, supporting Dubai’s growth and ambition to stay at the forefront of global advertising.

The manual also classifies all types of OOH advertisements according to the type of ad, location, and information delivery to users. It is enriched with images, measurements, and dimensions to elevate the OOH advertising industry in Dubai.

“As the CEO of BackLite Media, I fully support the updated Out-Of-Home (OOH) advertising guidelines introduced by Dubai’s Roads and Transport Authority (RTA). At BackLite Media, our ethos is to build well-designed sites in strategic locations that enhance the city’s landscape rather than clutter it, ensuring that our work aligns with the new RTA manual,” James Bicknell concluded.

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