The journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain, says BackLite Media's James Harrison

A question that has been buzzing around in my mind for the past few years. Culminating in a panel at The Campaign Middle East OOH Breakfast Briefing:where I had the opportunity to interview four of the leading minds in the world of Programmatic Digital Out of Home (PrDOOH).

In my mind, the journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain. Will we ever reach a point where the promise of seamless, fully integrated programmatic OOH is realised? That’s still up for debate.

For now, perhaps it’s best to sit back and enjoy the ride. The headlines have been full of bold predictions and impressive claims about the size of the global Programmatic DOOH market, with regions competing to outshine one another. But amidst all this noise, are we even speaking the same language? Are we discussing Automation—the streamlining of processes—or have we truly stepped into the nuanced and complex world of Programmatic Digital Out of Home?

To explore this, let’s rewind to the start of the journey. Along the way, we’ve picked up valuable lessons, tackled difficult questions, and discovered some answers. In the context of the UAE market, this journey has been particularly unique. Although we entered the race later than many others, we’ve managed to catch up at an impressive pace, learning from pioneers in more mature markets. From the outset, it was clear: we needed to embrace digital transformation, harness the power of data, and embark on a mission to educate—not only ourselves but also our customers. But why? If the traditional ways of doing things weren’t broken, why devote years to rethinking and reshaping them? This isn’t about fixing something that didn’t need repair; it’s about evolving the Out-of-Home (OOH) landscape, ushering in a new era of transparency, efficiency, and innovation.

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Journey to Programmatic DOOH: Key Challenges

The leap forward in recent years has been remarkable. New standards in reporting and data transparency have transformed OOH into a more accountable medium. Questions that once plagued the industry are now being answered, although not without challenges:

• “OOH isn’t measurable.”
  Traditional OOH relied heavily on estimates and general audience data. With PrDOOH, advanced audience analytics, and integration with third-party platforms, we’re now seeing measurement capabilities that can stand alongside digital and TV metrics. But the question remains: are the data standards consistent globally, or are we still fragmented?
• “OOH isn’t flexible.”
  Static media placements were locked in for weeks, sometimes months. With PrDOOH, campaigns can now be activated, paused, or adjusted in real-time, responding to changing conditions such as weather, audience movement, or breaking news. Is this flexibility uniform across all markets, or is it still limited by infrastructure in certain regions?
• “OOH isn’t easy to buy.”
  The fragmented nature of OOH buying made it daunting for advertisers. PrDOOH is simplifying this process by creating marketplaces that integrate inventory from multiple operators. However, if not all media owners are on board, is it still effective? Are there still barriers in terms of integration and accessibility?
• “OOH isn’t targeted.”
  Historically, targeting in OOH was broad—location-based and demographic-focused. With data-driven PrDOOH, advertisers can now use behavioural, contextual, and even first-party data to refine their campaigns. The question is, are we leveraging this potential fully, or are we merely scratching the surface?

Programmatic DOOH: The benefits and the big question

A critical question must be addressed is how we define PrDOOH and distinguish it from Automation. Automation in OOH refers to the use of technology to streamline workflows—reducing manual processes and speeding up operations (@ Andy Hamblin). Programmatic, on the other hand, is about leveraging real-time data and technology to buy and deliver ads dynamically, often using algorithms to optimise placement and timing.

The Benefits
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• Enhanced efficiency: Reduces lead times and manual intervention.
• Greater targeting precision: Allows brands to reach specific audiences based on data insights.

• Improved accountability: Offers metrics and reporting akin to online advertising.
• Real-time flexibility: Adjust campaigns on the fly to match shifting conditions or priorities.

But here’s the crux: do we genuinely need PrDOOH, or is it something we’ve convinced ourselves we want because it’s the next big thing? For many markets, traditional OOH still delivers exceptional results. The real value of PrDOOH lies in its ability to bridge the gap between traditional outdoor and the digital ecosystem, making OOH a more integral part of omnichannel strategies.

As we forge ahead, the UAE market has an exciting opportunity. By building on its digital infrastructure and focusing on education, transparency, and collaboration, we can shape a version of PrDOOH that not only meets global standards but sets new benchmarks. The journey isn’t over, and perhaps it never will be—because evolution, by its nature, has no final destination. What matters is how we navigate the twists and turns ahead, and how effectively we address the challenges that remain.

So, are we there yet? Not quite. But maybe the journey itself is the destination. Let’s keep asking the hard questions and finding answers as we go.
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The journey toward true pDOOH is ongoing, and while there are bold claims about the global market size, it remains uncertain how far we are in seamlessly integrating programmatic into Out of Home (OOH) advertising. In the UAE, we have made significant progress by learning from established markets and embracing digital transformation, data utilisation, and education. This shift is crucial for evolving the OOH landscape into one that prioritises transparency, efficiency and innovation.

Recent advances in reporting standards have improved accountability in OOH advertising, and while challenges remain, key questions are gradually being addressed:

• Measurability: Traditional OOH relied on estimates. pDOOH enables advanced audience analytics and third-party data integration, enhancing measurement capabilities. However, consistency in data standards globally is still a concern.
• Flexibility: Static media placements were locked for weeks. pDOOH allows real-time adjustments based on changing conditions. But is this flexibility uniform across all markets?
• Ease of buy:  The fragmented nature of OOH buying can be daunting. pDOOH simplifies this via integrated marketplaces, but effectiveness may be hindered if not all media owners participate.
• Targeted: Historically broad targeting has evolved. pDOOH enables data-driven targeting, but are we maximising this potential?

A key question is how to define pDOOH and distinguish it from automation. In Out-of-Home (OOH) advertising, automation streamlines workflows and reduces manual tasks, while programmatic advertising uses real-time data to dynamically purchase and deliver ads, optimizing placement and timing through algorithms.

Benefits of pDOOH:

• Enhanced efficiency: Reduces lead times and manual intervention.
• Greater targeting precision: Allows brands to reach specific audiences based on data insights.
• Improved accountability: Offers metrics and reporting akin to online advertising.
• Real-time flexibility: Adjust campaigns on the fly to match shifting conditions or priorities.

Ultimately, the UAE market has a unique opportunity to leverage its digital infrastructure by focusing on education and collaboration. In 2025, the journey toward effective pDOOH will accelerate  by engaging with challenges and leveraging the benefits.

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The powerful collaboration between BackLite Media and Viola Outdoor has already achieved unparalleled results. We proudly showcase the latest success in our programmatic DOOH offering with the Etihad Airways campaign, running seamlessly across BackLite Media and Viola Outdoor assets in Dubai and Abu Dhabi.

This campaign sets a new benchmark for precision-targeted advertising, leveraging iconic digital locations like Viola Outdoor's Vision Network and The Pointe at Al Reem alongside BackLite Media's Digital Icons and The Curve at Al Qana.

By strategically placing digital screens in high-traffic areas, the joint digital inventory of our two brands ensures maximum visibility and impact for advertisers, setting a new standard in the region's Programmatic DOOH advertising ecosystem. This launch marks a significant milestone in the UAE's journey toward becoming a global Programmatic Digital Out-of-Home advertising leader.

We're changing how brands connect with audiences using real-time data and dynamic digital displays, creating more meaningful interactions. Leveraging the latest technology and user-centred design, PrDOOH offers a seamless experience for deploying and monitoring ads across our network of digital screens, whether in urban environments, retail spaces, and destinations.

With this campaign, we are proud to launch the UAE's first-ever nationwide Programmatic Digital Out-of-Home (PrDOOH) network, revolutionising the advertising landscape across key locations in Dubai and Abu Dhabi. This cutting-edge network leverages advanced technology to deliver targeted, data-driven campaigns, providing unparalleled reach and engagement opportunities for brands.

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Creative consultant Dino Burbidge explored Out of Home creative at the World Out of Home Organization's Europe Forum in Milan earlier this month.

Burbidge, who has been one of the most popular speakers at recent WOO Global Congresses according to audience feedback, is a creative consultant specialising in the intersection of creativity and technology, a key issue in digital OOH especially.

He suggested that creative is critical, the next most important element in a campaign is sheer brand size, adding effectiveness and profitability. But not all OOH creative is created equal and he outlined the science and practical tips required to create effective campaigns.

WOO CMO Richard Saturley says: "Dino has brought an added dimension to our Global Congresses, most recently in Hong Kong, and we're delighted to welcome him to our regional Europe Forum. We all recognise that creative is important but it's notoriously difficult to pin down. Dino did just that with his unique combination of creative coalface experience and understanding of the behavioural science in Out of Home."

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"Pairing with digital platforms amplifies exposure and drives higher ROI. Within the Multiply Group’s media vertical, our strength lies in offering diverse solutions that meet clients’ needs," says, Viola Outdoors, Ahmed Emam.

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What makes OOH remain one of the most effective forms of traditional advertising?

OOH advertising thrives by effectively reaching broad urban audiences and boosting brand awareness and market share. Pairing with digital platforms amplifies exposure and drives higher ROI. Within the Multiply Group’s media vertical, our strength lies in offering diverse solutions that meet clients’ needs. Our media reaches a broader population and offers a grand scale to provide a multi-city solution, delivering the highest value through tailored media plans. Our unique locations and network of high-impact products across Dubai and Abu Dhabi, complemented by high-quality creative and data-driven strategies, make OOH irreplaceable for brands seeking to connect deeply with their audience. This combination of teams and resources allows us to respond to client needs more effectively, offering large-scale campaigns that deliver significant impact.

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Is OOH undergoing a creative renaissance against stereotypes and visual clutter?

Absolutely, and within the Multiply Group’s media vertical, our teams are driving that creative renaissance. We’ve expanded our inventory and innovative capabilities by combining expertise from different sectors, ensuring that brands break through visual clutter with meaningful, high-quality campaigns. We scale these creative approaches to reach a broader audience within the main arteries and high-density communities. This dual approach enables us to deliver more custom, immersive brand experiences, whether focused on premium markets or mass reach.

The creative renaissance in OOH is about using technology, design, and storytelling to deliver campaigns that are not just seen but remembered. We are a unified group at the forefront of that movement.

How does OOH perform at every stage of the marketing funnel?

OOH has proven effective across all stages of the marketing funnel. Within the Multiply Group’s media vertical, we leverage our combined inventory—our high-impact platforms offer unparalleled visibility for brand awareness. Iconic placements provide prime spots for brands looking to establish their identity, while a broader network helps reach an extensive, diverse audience. Further down the funnel, dynamic content and data integration allow us to engage specific audiences at the consideration stage, driving deeper interaction. This multi-funnel approach positions OOH as a critical component in any marketing strategy, ensuring that brands can engage consumers from awareness to conversion.

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What are the top demands from brands and clients in 2024?

In 2024, brands will increasingly demand flexibility, personalisation, and digital innovation from their OOH campaigns. They want seamless integration with digital platforms, programmatic buying, and the real-time adjustment of content. We can deliver precisely that with the combined strength of Multiply Group’s media vertical. Our innovative and focused solutions complement the ability to scale campaigns and reach a broader population. This ensures that we meet the needs of every client, whether they require a premium campaign or a wide-market solution. By merging our capabilities, we offer more tailored, multi-city solutions that provide the highest value to the market and become the most resilient and comprehensive offering for any client.

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AI-driven tools are allowing us to run smoother campaigns and deliver better client results, says BackLite Media's James Harrison.

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What OOH innovation has excited you the most recently and why?

One of the most creatively-inspiring innovations I want to see more of is the use of augmented reality (AR) in OOH advertising. AR adds a layer of interactivity and immersion that traditional ads can’t match. Imagine billboards that allow passersby to interact with virtual objects or characters overlaid on the real-world scene through their smartphones. This technology grabs attention and creates memorable experiences that enhance brand recall and engagement. It’s a fascinating blend of creativity and technology, reshaping how brands connect with their audiences in the physical world.

Are audience analytics and programmatic DOOH changing the advertising landscape?

At BackLite, we’ve integrated our inventory with global supply-side platforms (SSPs). By leveraging real-time data through AdMobilize and mobility data through Streach, we can precisely analyse foot traffic, demographics, and behavioural patterns. This enables us to create more personalised, relevant campaigns that engage specific audiences. Clients have realised that the programmatic DOOH allows for real-time optimisation and ensures that brands can maximise their reach and ROI with data-driven decisions. The acquisition by Multiply Group allows us to do something that couldn’t be done before: create scale, which is the lifeblood of PrDOOH; we can now offer massive reach across Dubai and Abu Dhabi.

Is AI making a marked difference regarding creative and operational efficiencies within the OOH space?

Yes. I can confirm that it’s here and assisting us in predicting traffic flows with AdMobilize, analysing content to enhance creativity with Neurons, and gauging attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign. This opens new possibilities for brands to deliver more relevant and engaging messages. From an operational perspective, AI-driven tools are helping us streamline processes such as inventory management, media planning, and audience targeting. It’s allowing us to run smoother campaigns and deliver better client results.

How have digital technologies enhanced measurement capabilities?

They have been providing more precise and detailed data on campaign performance. We gain better insights into viewer demographics, engagement duration, and post-interaction behaviours through advanced audience tracking, location-based data, and integrated third-party platforms. These improved measurement tools enable us to deliver transparent reporting to clients, allowing them to grasp the direct impact of their campaigns and make real-time adjustments for optimal outcomes. This heightened accountability and data accuracy have transformed OOH into a vital component of every integrated marketing strategy.

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Out-of-Home (OOH) advertising is a longstanding yet powerful medium for reaching broad audiences and building brand awareness. However, in today’s dynamic marketing landscape, innovation is key to keeping OOH relevant and impactful. This blog explores effective strategies to enhance OOH advertising and make the most of its unique advantages.

Understanding the OOH Advantage

OOH advertising’s strength lies in its high visibility and broad reach. Positioned in public spaces, OOH ads deliver continuous exposure across diverse geographic areas, making them a potent tool for high-impact brand visibility. Beyond reach, OOH campaigns can also be tailored to specific audiences through a range of formats and precise ad placements. The integration of data enhances this targeting capability, helping brands reach relevant consumers effectively.

Integrating Digital Efforts

Combining digital strategies with traditional OOH campaigns creates a unified brand experience across multiple channels. With technologies like dynamic content on digital billboards and interactive elements, brands can engage consumers in new and meaningful ways. This approach enables a seamless connection with the audience, enhancing the overall impact and extending the reach of both digital and physical ads.

Crafting an Effective OOH Advertising Strategy

1. Setting Clear Objectives:
A successful OOH strategy begins with clear, specific objectives aligned with overall marketing goals. These should follow the SMART framework—Specific, Measurable, Achievable, Relevant, and Time-bound—ensuring the campaign stays focused and purposeful.

2. Defining Key Performance Indicators (KPIs):
To measure OOH campaign success, relevant KPIs such as brand awareness, foot traffic, online engagement, call-to-action responses, conversion rates, and social media sentiment are essential. Tracking these KPIs allows advertisers to assess campaign effectiveness and make data-driven adjustments for future strategies.

3. Understanding the Audience:  
Audience analysis is crucial for creating impactful OOH campaigns. By understanding target demographics, behaviors, and preferences, advertisers can craft messaging and select placements that resonate with their audience. Regularly updating these insights also helps adapt campaigns as demographics and market dynamics shift.

4. Budget Allocation:
Effective budget allocation across OOH channels requires careful planning based on campaign objectives, audience needs, and the strengths of each format. A well-distributed budget ensures optimal resource use, allowing for maximum impact across different OOH channels.

5. Selecting the Right OOH Channels:
Choosing the most suitable OOH formats—such as billboards, transit ads, or street furniture—is essential for targeting specific demographics. By aligning the channel selection with campaign goals, advertisers can maximise audience engagement and strengthen brand impact.

Innovating in OOH advertising requires a strategic approach that combines traditional and digital efforts, clear objectives, relevant KPIs, audience insights, effective budgeting, and the right channel mix. By following these strategies, advertisers can create compelling OOH campaigns that resonate deeply with their target audiences, delivering measurable results in today’s competitive market.

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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 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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