BackLite Media, Dream League, and Sanad Village invite you to the Sustainable Carnival at Sanad Village Garden in The Sustainable City on November 9, from 4 PM to 8 PM.

As part of our BackLite26 initiatives, we are proud to support this meaningful event, which celebrates inclusivity, community, and sustainability. Enjoy a fantastic lineup of activities: inflatable slides, tasty food trucks, a bustling shopping bazaar, an animal corner with a beekeeping workshop, an open-air cinema, and live music—all hosted by Magic Phil.

Our team will be there to host roller skating activities for kids of all ages and abilities. For Dream League, this event is an important step toward creating inclusive spaces where children with special needs can enjoy active play alongside their families.

Entry is free! Please bring your reusable water bottles as we come together to support a sustainable future. We look forward to celebrating with you. Please register for free here: https://lnkd.in/dNsWseiM

Sanad Village is the region’s largest center dedicated to supporting people with autism and other developmental needs, building an inclusive environment and support network for families, helping people with special needs integrate into the community.

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The head of the World Out of Home Organization (WOO) indicates that the growth of out-of-Home (OOH) advertising, particularly in Europe, is largely driven by digital screens. Notably, digital screens account for 40% of revenues despite representing less than 10% of locations.

At the WOO Europe forum in Milan, WOO President Tom Goddard emphasised that a significant opportunity is being overlooked with classic (static) formats, which still comprise most OOH locations. For instance, in the UK, classic formats reach 90% of all adults within a week at only about 20% of the cost compared to digital formats. He referred to classic OOH as the industry's "sleeping giant."

Goddard further explained that classic advertising is a powerful branding and directional tool. He noted that major fast-food chains like McDonald's and KFC often secure long-term contracts for prime static billboard locations because they are adequate for their marketing efforts. Due to their reliability and extensive reach, classic formats are essential for comprehensive marketing strategies.

In summary, Goddard outlined his "Ten Commandments" for OOH growth:

1. Reposition the Classic Channel
2. Digitise More Inventory
3. Consolidate Ownership
4. Measure all formats in all markets
5. Automate the entire trading process
6. Collaborate more and support National Trade Associations
7. Control carbon footprints
8. Leverage the potential benefits of AI
9. Take advantage of Retail Media
10. Enjoy yourself!

Tom's insights at the WOO Europe forum provided a positive outlook for the OOH industry. By balancing the strengths of both classic and digital formats, the industry is poised for innovation and growth, promising a vibrant future for OOH advertising on a global scale.

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Historically, the out-of-home (OOH) industry has been perceived as resource-intensive thanks to its physical nature. From printed ads to always-on digital screens and illuminated billboards, the environmental impact of the medium is hard to miss. And that’s not to mention the logistics of transporting materials and maintaining physical locations.

So it may surprise people that, according to recent research by KPMG and Outsmart, the accredited OOH trade body in the UK, outdoor advertising is responsible for less than 3.5% of the advertising industry’s carbon footprint and only 3.3% of its power consumption across the region. That placed OOH as the most sustainable advertising medium in the UK, compared to Online, TV, Radio, Print and Email.

While these numbers are impressive, there’s still work to be done for OOH to become a ‘green’ sector. Sustainability is becoming crucial for the industry’s long-term viability, especially as consumers increasingly prefer environmentally conscious products and practices. As a result, brands are investing more in R&D to meet these demands, and agencies are stepping up with initiatives like incorporating sustainable materials into campaigns and setting certification standards for OOH suppliers.

Let’s take a look at the steps the OOH industry is taking to build a more sustainable future.
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Where Does OOH stand in the sustainability conversation?

According to Outsmart and KPMG’s study, OOH represents less than 1% of annual power consumption in the information communication technology (ICT) sector. The large number of personal devices in use and the data transmission networks and data centres that enable them account for 99.4% of annual ICT power consumption.

OOH is also a one-to-many platform where a single ad reaches a broad audience, making it an efficient medium for engaging with large numbers of people. The same study found that OOH emits less carbon per impression than all other media measured, coming in at 0.25g CO2eq – less than half of its closest competitor media.

So, how is the OOH industry addressing sustainability challenges? Many media owners and ad tech providers are setting their own standards for greener practices. Still, some governing bodies are forming committees to foster dialogue and encourage the adoption of sustainable business practices within the industry. For example, the World Out of Home Organization (WOO) has established a Global Sustainability Task Force that focuses on sharing best practices for companies and WOO members to implement sustainability into the heart of their businesses.

Greener practices in OOH

Compared to other advertising channels, OOH media owners have more control of the supply chain and end-to-end operations, allowing them to improve sustainability in a more direct way.

Practices include:

1. Recyclable materials and eco-friendly printing

Traditional or static billboards, typically made from PVC or vinyl, are not biodegradable and pose recycling challenges, leading to more waste in landfills. The production of these materials is energy-intensive and generates considerable waste as they require frequent replacement when ads change. Additionally, the emissions from transporting and installing these billboards add to their environmental impact.

OOH media owners are starting to make significant strides by incorporating refurbished and recyclable materials into billboards and related collateral. The construction and installation of OOH furniture are at the top of mind, with some media owners replacing steel casing wraps around panels with more eco-friendly alternatives and recyclable plastics.

Sustainable printing practices are essential to a greener OOH industry, from using eco-friendly inks like water- or soy-based varieties to partnering with companies that invest in responsible paper sourcing, advanced printing technologies, and effective waste management.

Tip: Just as brands and agencies demand certification requirements for OOH suppliers, media owners should prioritize suppliers based on their environmental credentials and sustainable product offerings.

2. Reusability programs

Once a campaign concludes, it’s important to ensure that all materials are recycled or disposed of in an environmentally responsible manner. This involves managing the disposal of used billboards and signage and informing clients about the available recycling options for their displays. Educating clients about these options helps promote sustainable practices and ensures that materials are handled in a way that minimizes environmental impact.

3. Renewable energy sources

Renewable energy, like switching to LED displays or powering digital OOH (DOOH) screens with solar or wind panels, is another area of investment for media owners. A separate study from Outsmart and PwC found that the outdoor industry has increased its use of renewable electricity to over 90%.

LED technology offers significant energy efficiency and a longer lifespan compared to traditional lighting options, making it an ideal choice for OOH suppliers aiming to reduce energy consumption and operational costs. Solar energy can also power various formats, from digital billboards to kiosks, reducing reliance on nonrenewable electricity. While the initial investment in LED and solar technology may be higher, the long-term savings from reduced energy use and maintenance are substantial. Additionally, adapting to ambient light levels based on the time of day and season and powering down digital screens during overnight hours can further enhance energy efficiency.

4. Local sourcing and community impact

Local sourcing in OOH refers to obtaining materials and services from local suppliers and vendors rather than importing them from distant locations. This approach helps reduce the carbon footprint associated with transportation and supports the local economy. In the context of OOH advertising, local sourcing might involve prioritizing nearby manufacturers for billboards and signs, working with local printing companies, or engaging local contractors for installation and maintenance.

Additionally, outdoor advertising companies must understand how their displays might affect local ecosystems and communities. Proper placement of these ads should be considered to help minimize negative impacts on both the environment and local residents.

OOH advertising’s real-world presence gives it the impact, buzz, and effectiveness that make it a valuable part of any media mix. However, it’s important to balance this tangible, in-person touchpoint with efforts to improve sustainability. By staying mindful of ways to reduce our environmental impact, we can continue to engage consumers effectively while advancing toward a greener future in advertising.

Explore the current state of sustainability in OOH and the industry’s efforts to drive environmentally conscious practices.

Doohx members can access the latest masterclass, Sustainability in OOH, by visiting the Knowledge Base online or via the doohx app. Not a member yet? Learn more here.

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The world of marketing moves at a rapid pace, yet nothing appears to break from traditional out-of-home advertising. OOH gives brands the opportunities to connect and engage with members of, and around, their target audiences in the real world. Billboards, transit ads and digital signage, among others, have been tried and true methods for decades. But as the digital marketing transformation continues to spread throughout myriad industries, one question remains: Are OOH marketers ready for the rise of AI, and can AI deliver better and more unique kinds of data?

The state of OOH marketing

Traditionally, OOH marketing has relied on a combination of art and intuition. Marketers have typically measured success using factors like foot traffic, demographics and location such as high-traffic areas to determine where to place OOH media. The effectiveness of these advertising campaigns has often been measured using broad metrics like estimated impressions and brand recall studies. While these methods have merits, they also have clear limitations in both precision and adaptability.

The introduction of digital out of home (DOOH) advertising has already begun to shift the paradigm. DOOH allows for more dynamic and targeted messaging, with content that can be changed in real time. However, the full potential of digital OOH and OOH marketing, in general, may only be realised through the integration of AI.

The potential of AI in OOH marketing

AI holds the promise of revolutionising OOH marketing by providing better and different types of data that can enhance decision-making and campaign performance.

• Real-time data analytics. AI can process vast amounts of data in real time, allowing OOH marketers to adjust campaigns at a moment’s notice and as needed, making it a highly attractive tool in a marketer’s arsenal. For example, AI can analyse weather conditions, traffic patterns and consumer behavior to optimize ad placements and content dynamically. This level of responsiveness is something traditional home advertising methods cannot match.
• Predictive analytics. AI’s ability to predict trends based on historical data is invaluable. OOH marketers can use predictive analytics to identify the best locations and times for ad placements, anticipate consumer responses and allocate budgets more effectively.
• Audience targeting and personalisation. AI can help OOH marketers better understand their audiences by analysing data from various sources, including mobile devices, social media and purchasing behavior. This information allows for more precise targeting and personalised messaging, making campaigns more relevant and engaging.
• Enhanced measurement and attribution. One of the most significant challenges in OOH marketing has been measuring campaign effectiveness. AI can provide more accurate attribution by tracking consumer interactions with OOH ads and linking them to online and offline behaviors. This data-driven approach offers a clearer picture of ROI and campaign impact.
• Creative optimisation. AI can analyse the performance of different creative assets and recommend adjustments to improve engagement. For instance, AI might suggest changing colors, fonts or messaging based on what resonates most with the target audience. This continuous optimization can lead to more effective campaigns.

How willing are OOH marketers to adopt AI?

The willingness of OOH marketers to adopt AI is influenced by several factors:

• Perceived value. OOH marketers are beginning to recognise the value that AI can bring. From predictive analytics to real-time data processing, AI offers capabilities that can enhance the effectiveness of OOH campaigns. The ability to deliver hyper-targeted messages based on real-time data is a game-changer. However, the perceived value must be strong enough to justify the investment in AI technologies.
• Technology integration. The integration of AI into existing OOH platforms and processes is another consideration. For many marketers, the adoption of AI requires a shift in mindset and operations. Those who have already embraced digital transformation are more likely to adopt AI. In contrast, those still relying on traditional methods may be slower to change.
• Education and training. A significant barrier to AI adoption is the knowledge gap. Marketers need to understand how AI works, how to interpret AI-generated data and how to apply AI insights to their campaigns. As more educational resources and training programs become available, this barrier will likely decrease.
• Cost. The cost of implementing AI can be a deterrent, especially for smaller companies with limited budgets. However, as AI technology becomes more accessible and cost effective, cost will likely become less of a barrier.
• Industry trends. As with any technological shift, industry trends play a significant role in adoption. If major players in the OOH space start using AI successfully, others are likely to follow suit to stay competitive.

The path for AI in OOH marketing is clear

The willingness of OOH marketers to adopt AI is growing, driven by the technology’s potential to transform how campaigns are planned, executed and measured. While challenges such as cost, education and integration remain, the benefits of AI are becoming increasingly apparent. As AI technology continues to evolve and become more accessible, it is likely to play a central role in the future of OOH marketing as well as other forms of advertising.

For OOH marketers, the question is not whether to adopt AI but how quickly they can do so to stay ahead of the curve. Those who embrace AI will be well-positioned to deliver more targeted, engaging and effective campaigns resulting in increased brand awareness to help surpass the competition in an increasingly competitive landscape.

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As the out-of-home (OOH) advertising industry evolves, its growth potential is vast. It remains one of the most effective channels for brands to capture attention in the physical world, engaging diverse audiences on a grand scale.

However, for OOH to fully realise this potential, there are significant challenges – particularly the cumbersome and fragmented approval process that advertisers and media owners must navigate.

In many regions, OOH regulations are overseen by various bodies, from municipal authorities to highway agencies, each with its own rules. This fragmented approach complicates campaign execution and stifles creativity, ultimately hindering the growth of the OOH industry.

A more streamlined, unified regulatory framework is necessary for the industry to thrive.

The impact of OOH regulation delays

In an industry where timing is crucial, the bureaucratic delays that plague the current approval process are not just frustrating –they’re detrimental to campaign success. Advertisers planning product launches or seasonal promotions often find themselves in a race against time, only to be held back by slow-moving regulatory bodies.

These delays affect brand perception and dissuade businesses from investing in OOH as they turn to faster-moving, more predictable digital channels. The opportunity for impactful, large-scale campaigns diminishes, and the growth of the OOH sector is hampered.

The case for centralised OOH regulations

One solution is establishing a centralised regulatory framework, supporting consistent approvals across regions and formats. Cities including London and New York have successfully implemented such systems, providing transparent, streamlined processes that reduce the uncertainty surrounding OOH advertising.

The Government of Dubai has recently made strides in this direction by creating Mada Media Company, a single governing body for OOH advertising.

The move is poised to revolutionise the approval process by offering a one-stop solution for advertisers and media owners. With a unified body overseeing the OOH landscape, Dubai sets a new regional benchmark for efficiency, transparency and accountability.

A centralised regulatory system like Mada Media Company streamlines the approval process and minimises delays, allowing advertisers to focus on crafting bold campaigns without regulatory hindrances.

Balancing creativity and compliance

A more streamlined approval process speeds up campaign execution and encourages greater creativity. In the current regulatory environment, advertisers often face restrictions that limit their ability to push creative boundaries, particularly with the growing demand for dynamic, interactive digital OOH ads.

By adopting a more transparent and predictable approval system, regulatory bodies can encourage innovation. This would allow advertisers to experiment more, creating a diverse and vibrant environment that balances creativity with compliance.

Technology’s role in streamlining approvals

Digital technology can significantly improve the approval process for OOH advertising. By using online submission platforms, real-time tracking, and automated responses, delays can be removed, errors reduced and decision-making sped up.

Data analytics allows for more accurate assessments of OOH installations. It ensures decisions are based on objective criteria such as traffic, safety and aesthetics, reducing subjective delays.

Implementing a system such as Mada Media’s could also increase transparency. It would give advertisers clearer insights into their application status and foster trust between the public and private sectors, leading to a more efficient and accountable process for
everyone involved.

Encouraging investment through a conducive regulatory environment

Ultimately, a more seamless approval process is essential to encouraging more significant investment in the OOH industry. When advertisers are confident that their campaigns will launch on time and within the planned scope, they are more likely to allocate a significant portion of their budgets to OOH.

Similarly, media owners would be more willing to invest in cutting-edge formats – such as digital billboards, augmented reality, and AI-powered OOH solutions – knowing that the regulatory framework supports innovation. This increased investment would increase revenue for private companies and public municipalities through fees and taxes, benefiting all parties involved.

The OOH industry is at a crossroads. While its growth potential is immense, it will only be fully realised when the regulatory environment adapts to meet the needs of a rapidly evolving media landscape. As Dubai has done with Mada Media by streamlining approvals and creating a more unified regulatory framework, authorities can unlock the true power of OOH advertising, benefiting advertisers, media owners and the broader public.

Now is the time for stakeholders to come together and advocate for change. By embracing a more seamless OOH regulations, we can propel the industry into a new era of growth, innovation and impact.

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

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

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

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

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

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

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

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Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. “Try it more. Use it not just for that one stunt,” said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

Out-of-home spend will reach $9.19 billion this year, with an increasing share coming from digital, per our March 2024 forecast. Here are three trends Bager expects to see in OOH in 2025 and how each will impact brands.

1. Programmatic DOOH will improve contextual advertising

“If content is queen, context is God. In today’s landscape, it’s not just about what you say, but where and how you say it,” said Bager. OOH campaigns don’t only need eye-catching, creative copy and imagery; they need to be in the right place.

For example, Rosé brand Hampton Water uses billboards immediately adjacent to stores that carry the product, said co-founder Jesse Bongiovi, speaking at Advertising Week New York.

• More than half (51%) of people who have noticed directional digital OOH (DOOH) ads have subsequently visited the business, according to the OAAA.
• 93% of those who visited a business after noticing an ad completed a purchase.
• OOH is a particularly useful strategy for retail media advertising by pushing people into stores or by encouraging people in stores to convert.

Context isn’t just location. Programmatic DOOH is evolving, allowing advertisers to use live data on weather, traffic, time of day, and events to adjust ads to be as relevant as possible. For example, a beverage brand may show hot coffee on a cold, rainy morning and an ice cold drink as the sun comes out.

“As brands seek more effective ways to stand out, real-time programmatic DOOH will set the standard for impactful advertising,” Bager said.

2. Measurement and attribution will continue to improve

The ROI of OOH can be harder to prove because it doesn’t usually have the same closed-loop measurement capabilities a performance medium like a search ad might. But measurement has gotten more sophisticated and real-time measurement tools, geo-fencing, and location targeting technologies are increasingly common.

And measurement will keep improving. “Attribution models will evolve to better account for the impact of OOH advertising on overall marketing goals, providing a clearer understanding of its contribution to sales and conversions,” Bager predicted.

3. Creative implementations will allow for more robust data collection

“Interactive billboards and displays will become more common, allowing consumers to engage directly with ads and receive personalized content,” Bager predicted. AI will play a critical role in allowing personalized mobile extensions on OOH campaigns, she said.

The promise of interactive mobile content encourages consumers to scan QR codes, which provides consumer data to OOH advertisers.

“Data-hungry advertisers will no doubt love to have more information about how many exposed consumers actually scan the code, the depth of engagement, first-party data about specific consumers that can be aggregated to inform future campaigns or incorporated into a CDP (customer data platform) to target and measure media in other channels,” said our analyst Evelyn Mitchell-Wolf on a “Behind the Numbers” episode.

This was originally featured in the EMARKETER Daily newsletter.

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An Exclusive Interview with Lewaa Hamadeh

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1. What progress has Streach made in 2023-2024, and how has the market responded to adopting the research and its usability?

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There has been a noticeable increase in the adoption of Streach metrics and usage since 2022. We have measured more than 1000 campaigns in 2023 and we are witnessing an increase in measurement demand. In Q1 2024 alone, 291 campaigns were measured on Streach, marking a year-on-year increase of 31%. The top spenders in the Luxury, F&B, Telco, and Automotive verticals are now mandating post-campaign measurement on Streach. This resulted in 129 clients receiving Streach measurement reports in Q1 2024, showing a year-on-year increase of 180%. The Streach simulator remains a valuable tool both media owners and agencies use. In Q1 of 2024, over 700 campaigns were simulated on Streach for 281 clients.
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2. What are the latest developments with Streach in 2024?

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In 2024, our plans are focused on scaling up Streach and introducing new features. The research was launched recently in Qatar, Kuwait, Oman, and Jordan, which helped expand our reach and user base. We recently completed the migration of Streach to AWS, which has resulted in improved stability, reliability, and speed for end-users. More improvements are currently in the pipeline. We also finalised the MVP for creative assessment in Q1 and will be rolling it out in the next release. Additionally, we launched transit media measurement for scheduled and non-scheduled media covering both static and DOOH.

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3. Could you elaborate on Seventh Decimal’s partnership with BackLite and collaboration within Streach?

BackLite has been one of the early adopters of Streach. I remember presenting Streach to James Harrison on his 2nd day in Dubai in 2020, and he has believed in our vision since then and has spared no effort to support us in realising that vision. BackLite is an active member of Streach’s technical committee, contributing to discussions around impressions, methodology, DOOH, and PrDOOH. In 2022 BackLite sponsored a FFM study (Full Funnel Model) as a collaboration with Seventh Decimal and KINESSO, which for the first time included impressions on OOH as inputs to the FFM. BackLite also piloted audiences on PrDOOH with ADCB showcasing their active involvement in the space. BackLite regularly provides feedback on Streach’s usage, suggesting features and improvements, and demonstrating a solid partnership with Seventh Decimal.

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4. What are the plans for Streach from a product perspective?

We are constantly investing in developing and evolving Streach to stay at the forefront of OOH measurement in the GCC. With our commitment to innovation, we introduced an Artificial Intelligence (AI) discipline to test and develop a set of qualitative metrics that would complement the existing quantitative currency metrics. Additionally, we plan to develop a bundle of Streach APIs that will support the integration of Streach metrics into client dashboards and programmatic platforms, for both planning and reporting. We also plan to introduce additional audience datasets for comprehensive post-campaign measurement that align with industry trends and clients’ needs.

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Over the past year, Multiply Group has made substantial progress in the media sector as a result of its bullish growth strategy. Its objective is clear: it seeks to create an integrated media enterprise that offers best-in-class services and innovative solutions.

To do this, Multiply Group has been merging traditional and digital media, combining the best of both to evolve into a multi-brand powerhouse. This, it believes, will enable Multiply to remain adaptable and ahead of industry trends in an ever-changing market.

The spearhead of Multiply Group’s strategy is the consolidation of leading Out-of-Home (OOH) media providers across the UAE. Currently, the Group manages an extensive network of nearly 3,000 advertising units, with more than 75 assets situated along Sheikh Zayed Road—one of the region’s most coveted advertising locations. These assets are managed through its subsidiaries: BackLite Media, Media 247, and Viola Outdoor.

The portfolio includes a range of high-visibility digital and traditional media formats, such as unipoles, bridge banners, hoardings, lampposts, building wraps, and advertisements on public taxis and buses. This diverse range of premium media assets provides exceptional visibility, positioning Multiply Media as the leading choice for brands seeking to engage diverse and high-value audiences.

Beyond acquiring prime advertising locations, Multiply Group focuses on building solid partnerships with key stakeholders. These include collaborations with the Department of Municipalities and Transport in Abu Dhabi, the Roads & Transport Authority (RTA) and the Dubai Municipality in Dubai, and prominent landlords like Al Qana, Futtaim Malls, and Al Maryah Retail Company. These strategic alliances serve to solidify Multiply Media’s market position, drive sustained growth, and enable continuous expansion and diversification of its media assets. At the very same time, the Group is actively exploring further acquisitions to enhance its media portfolio within the region.

This brings us to another crucial point: strategic investments will play a crucial role in shaping Multiply Group’s media future.

By tapping into both traditional and digital media opportunities, the Group is continuing to push innovation within the industry. To support this growth, Multiply has launched the Innovation Hub, fostering creativity across its portfolio companies and bolstering its leadership in the media space. As part of this vision, the Group integrates advanced AI technologies and data-driven strategies, merging traditional OOH formats with cutting-edge digital solutions to create immersive and impactful audience experiences.

‍Several emerging trends are redefining the media landscape, and Multiply Group is at the forefront of these changes. Programmatic Digital Out-of-Home (PrDOOH) advertising is a significant focus, with the Group leading the adoption of programmatic buying across BackLite Media and Viola Outdoor’s expansive Digital OOH (DOOH) network. This approach enables advertisers to purchase ad space in real time, using data insights to target audiences with precision and efficiency.

Multiply Group has also invested significantly in technology to boost operational efficiency, allowing for increased automation and real-time content delivery. As the media sector evolves, Multiply Group is pioneering a hybrid approach that combines the flexibility of digital advertising with the reach of OOH, allowing clients to create dynamic and innovative campaigns that leverage the strengths of both mediums.

Multiply Group remains focused on initiatives that yield both immediate impact and long-term value. The company aims to continue making value-accretive investments in the media space, with the ultimate goal of positioning Multiply Media for a potential listing on the local stock exchange, pending regulatory approvals.

With a forward-thinking approach, strategic investments, and a commitment to innovation, Multiply Group is solidifying its leadership in the media sector. As the Group continues to explore new opportunities and expand its presence, it remains committed to enhancing shareholder value and shaping the future of the media industry.

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