🌏 We're setting sail to Hong Kong!

We proudly announce our sponsorship at the prestigious World Out of Home Organization Hong Kong Congress in June 2024. As we navigate the evolving landscape of out-of-home advertising, this event represents an incredible opportunity to engage with global Out-of-Home leaders, share ideas, and showcase our commitment to advancing the industry.We look forward to discovering and shaping the evolving landscape of Out-of-Home media, connecting with industry leaders, innovators, and critical stakeholders shaping the future of out-of-home advertising.

Why Asia this time? The region is a massive global economic force with China vying with the US for biggest economy (and biggest national OOH market) and many of the developments we're seeing in Asia will become the reality for the industry in the rest of the world too, notably the growth of digital OOH and the use of Artificial Intelligence (A!).

At this year's Annual Congress we will look to cover many of the themes impacting on OOH including:

• The impact of AI on many aspects of our businesses
• Sustainability – still the Elephant in the Boardroom, for some
• The growing importance of Retail Media
• Audience Measurement evolution – still front and centre as an issue for OOH
• Making OOH easier to buy with AdTech and how we tap into the omnichannel dollars

These are the forces shaping the global media market in 2024 and beyond and all of them pose formidable challenges for OOH. Retail media, in particular the exponential growth of retailer websites from the likes of Amazon and Walmart, may seem a world away from OOH but it's a phenomenon we have to find a way of competing against and potentially complementing; just as we did, for decades, with television.

All of these will be explored in depth in Hong Kong via a stellar line-up of speakers and panellists from all sides of the media industry and the planet

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We are excited to announce our recent collaboration with CFI Financial Group on their campaign along Sheikh Zayed Road in Dubai.

The campaign's objective was to boost awareness of their trading platforms and services. We recommend using the high-impact advertising spaces at The Dubai Jawhara, located right next to the Museum of the Future and Digital Icons. These essential locations have screens near Downtown Dubai and Um Seqquim Road, and they have been selected for their unparalleled visibility to High-net-worth-individuals (HNWIs) and ability to effectively capture the attention of the brands' target demographic, reaching millions of passers-by.

Thank you to Leen Daoud for her continued support and trust in our company, and we look forward to collaborating with you on future campaigns.

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Great things happen when technology and Out-of-Home unite!

Prime Video & Amazon Studios's - Citadel Interactive DOOH campaign on our Dubai Festival City network has been shortlisted for the MMA Global Smarties MENA Awards 2024 in the Digital Out-of-Home (DOOH) category.

The campaign utilised advanced hand detection and gesture recognition technology to track and identify hand movements in real-time dynamically. This feature allowed the campaign artwork to seamlessly transform, resulting in an immersive and interactive experience that delighted visitors.

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Royal Caribbean Group, in partnership with BackLite Media, has launched a mesmerising campaign that captures the essence of luxury travel and redefines how brands connect with their audiences in iconic locations. 

Hosted across BackLite Media's extensive network of screens in Dubai, Abu Dhabi, and Roxy Cinemas, this campaign is more than just a visual delight—it's a strategic masterpiece designed to reach niche audiences and create a lasting impression.

Brought to life with stunning artwork created in-house by BackLite Studios, Royal Caribbean Group's latest campaign on The Dubai Gateway, 100+ screens across The Luxury Domination at The Galleria Al Maryah Island, and Roxy Cinemas shines through reaching niche audiences.The campaign's reach is as impressive as its visuals. 

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What sets this campaign apart is its ability to effectively target niche audiences. Rather than casting a wide net, it hones in on travellers and enthusiasts who appreciate the finer things in life. By leveraging BackLite Media's strategic placements and audience insights, Royal Caribbean Group ensures its message reaches those most likely to respond positively.

The success of this campaign is a testament to the collaborative efforts of Royal Caribbean Group and BackLite Media. By combining creativity, data-driven strategies, and a deep understanding of their target audience, they've created a campaign that captures attention and drives engagement and conversions.

As the campaign continues to sail across screens in Dubai, Abu Dhabi, and Roxy Cinemas, it leaves a lasting impression on viewers—a reminder that luxury travel is not just a dream but a tangible reality waiting to be explored.

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This week, the OAAA released compelling findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising, showcasing its unparalleled ability to engage consumers. The study found a staggering 73% of consumers view DOOH ads favorably. Most notably, consumers ranked DOOH as the medium that would most drive them to take action, as 76% of recent DOOH ad viewers noted they had taken action because of a DOOH ad.
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“Digital out of home not only captures consumers’ attention but also drives meaningful actions making it an indispensable tool for marketers seeking to engage and influence consumers,” said Anna Bager, President & CEO, OAAA. “Marketers are increasingly seeing the value of DOOH, and it is reflected in the growth DOOH is seeing. In fact, one-third of all OOH spend in 2023 was directed to DOOH and it is projected to grow another 10% this year alone. These survey results underscore the power of DOOH, which should keep it in the forefront of the marketing mix.”

Consumers Prefer and Take Action From DOOH
The study found that DOOH has emerged as the favored and most motivating medium for advertising when compared to competitive media, particularly among younger generations and urban dwellers, as well as those utilizing transit.

“Our findings show DOOH is a highly effective advertising medium that can be both striking and shareable,” says John Gerzema, CEO of The Harris Poll. “DOOH’s ability to drive consumers to take action is apparent, but when DOOH ad concepts are executed well, it can have a second life on social platforms as shareable content.”

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An overwhelming 73% of consumers expressed a favorable view of DOOH ads, significantly surpassing other forms of ad media, such as television/video (50%), social media (48%), online (37%), audio (32%), and print (31%). In addition, the study found that 80% of consumers are likely to take action after seeing DOOH ad content they deem entertaining (creative, clever, or humorous) or visually appealing (vibrant or bold). Similarly, 71% reported a likelihood to share DOOH ads that feature their favorite products or brands.

Notably, DOOH demonstrated its potency in driving consumer action, with 76% of respondents indicating that DOOH ads had recently prompted them to take action. The most frequent actions generated by DOOH ads included: watching video programming (38%), restaurant visitation (36%), in-store purchasing (30%), word-of-mouth conversations (30%), and store visitation (29%).

Furthermore, the study illuminated the symbiotic relationship between DOOH and mobile. It found that an astounding 74% of mobile device users reported taking action on their mobile devices following recent exposure to DOOH ads, with actions ranging from online searches about advertisers (44%) to direct visits to advertiser websites (38%) and social media platforms (30%).

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DOOH Increases Store Traffic and Impacts Purchasing Decisions
As businesses seek innovative ways to stand out in a competitive marketplace, The Harris Poll study found that directional DOOH advertising offers a clear pathway to increased foot traffic, heightened brand visibility, enhanced customer engagement, and increased sales.
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The study found that 30% of consumers have recently noticed such ads providing directions to businesses, and a significant 51% of those who noticed directional DOOH ads subsequently visited the advertised business. More strikingly, of those who visited the business after noticing a directional DOOH ad, an overwhelming 93% completed a purchase, highlighting the tangible business outcomes generated by DOOH ads.

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An Overwhelming Majority of Consumers Find Contextual DOOH Useful
The study uncovered that dynamic ad content featuring product deals or offers, such as those tailored to current weather conditions or time-specific discounts, are instrumental in capturing consumer attention and spurring action.
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A remarkable 86% of consumers rate ads with special deals on groceries as useful, while 84% of consumers deem the same for ads featuring special deals at restaurants. Weather-responsive advertising also emerges as a game-changer, with 81% of respondents finding ads with product offers related to current weather conditions, like temperature or precipitation, highly relevant and useful.
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Furthermore, time-sensitive promotions resonate strongly with consumers, with 80% rating ads featuring time-specific offers on food menus and beverages, or special deals on clothing, shoes, or accessories, as useful.

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“Dynamic DOOH advertising represents a paradigm shift in the way brands connect with consumers, offering unparalleled flexibility and relevance,” said Bager. “By delivering hyper-targeted contextual messaging that aligns with consumers’ interests and needs, advertisers can create immersive experiences that resonate deeply and drive tangible results, all while leveraging the power of location to enhance engagement and deliver messages in precisely the right place at the right time.”

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New findings from a study looking into the impact of OOH on attention reveal that participants’ attention increased with each exposure to a specific ad.

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The study from Group M, OOH, Lumen and media owners, found that just three seconds of attention led to a 26% increase in metrics such as brand recognition across five household brands measured.

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Longer amounts of attention were also critical for driving lower-funnel metrics (directed at those who show potential to buy), such as consideration, which saw a 6% increase after three seconds.

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In order to conduct the test, Lumen used cutting edge eye-tracking technology on a representative sample of 900 UK adults.

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“This research not only enriches our understanding of attention dynamics in OOH but also provides actionable insights to optimise campaign strategies and drive tangible results for brands looking to enhance campaigns right through the sales funnel,” said GroupM OOH insights director Sarah Harding.

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In the study, participants were immersed in video simulations of bustling environments like Birmingham’s Bullring shopping centre and London’s Liverpool Street Station, before being exposed to varying frequencies of OOH adverts.

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Planners can utilise the findings by selecting the right combination of formats and strategy, and changing creative to suit different OOH environments.

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Creatives are then able to leverage the insights to further improve effectiveness by implementing small but impactful adjustments, for example by packaging messaging into easily digestible chunks, using contrasting colours or incorporating elements like subtle motion.

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The report also recommends incorporating 3D, interactive or longer copy in order to aid brand storytelling. “Lumen’s mission is to turn attention into action,” said Lumen managing director Mike Follett.

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“We were excited to take part in this ground-breaking study that brings frequency into play for the first time to understand the impact multiple ad exposures has on metrics, memory and – most important – purchase intent.”

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Last Friday, our team enthusiastically joined Multiply Group's annual beach cleanup initiative at Al Bahia Beach in Abu Dhabi.

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We are humbled to be a part of Multiply Group, which recognises the importance of addressing marine pollution through comprehensive solutions, including prevention and clean-up efforts on both shores and oceans.

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This year, a group of dedicated employees from Multiply Group and its subsidiaries volunteered to clean up a stretch of Abu Dhabi's coastal shoreline at Al Bahia Beach. We effectively gathered 145 kilograms of waste together, showcasing our commitment to this crucial environmental cause.

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Learn more about BackLite26, our strategy to achieve absolute carbon neutrality by 2026.

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Programmatic Digital Out-of-Home, or programmatic DOOH or PrDOOH, refers to the automated buying and selling of digital out-of-home (DOOH) ad placements. This method has been the talk of the OOH industry in the UAE for years now. The process enables advertisers to target specific locations where their target audience frequents throughout the day, creating a cohesive and engaging brand journey.

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The programmatic digital out-of-home (DOOH) industry in the United Arab Emirates (UAE) has increased. This growth can be attributed to its resemblance to online media platforms. At BackLite Media, we have played a leading role in this evolution. Many brands have succeeded by incorporating DOOH into their overall out-of-home (OOH) advertising strategy. The programmatic digital out-of-home (DOOH) industry in the United Arab Emirates (UAE) has increased. This growth can be attributed to its resemblance to online media platforms.

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At BackLite Media, we have played a leading role in this evolution. Many brands have succeeded by incorporating DOOH into their overall out-of-home (OOH) advertising strategy.

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Here are six key benefits of integrating programmatic DOOH into your media mix:

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• More Creative Opportunities: Dynamic creative capabilities allow ads to adapt to their surroundings dynamically. Whether displaying nearby store locations or integrating live countdowns, this feature personalises the ad experience for viewers, increasing engagement and relevance.

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• Fast Campaign Launches: Programmatic DOOH enables swift upload, scheduling, and launch of ad campaigns within the same day. This agility is essential in today's fast-paced consumer environment, allowing brands to capitalise on timely opportunities and maintain relevance.

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• Enhanced Targeting: Programmatic DOOH allows precise targeting of consumers at the right moments. For instance, ads can be tailored to commuters during their morning journeys or promote health products to gym enthusiasts as they enter fitness centres. This targeted approach increases audience interest and engagement, leading to higher conversion rates.

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• Higher Brand Exposure: Combining captivating creatives with contextual relevance enhances brand visibility and recall among consumers. The high-impact screens of programmatic DOOH attract the attention of a significant percentage of passersby each month. Features like dynamic content and video amplify brand messaging, making it memorable and impactful.

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• Real-time Optimisations: The ability to adapt to trends and breaking news in real-time sets programmatic DOOH apart. Monitoring campaign performance and adjusting strategies on the fly based on data insights improves campaign effectiveness and ROI. This data-driven approach ensures that advertising efforts remain responsive and impactful.

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• Reliable Metrics and Measurement: Our Programmatic DOOH provides robust measurement capabilities thanks to our data partners like Admobilize and Seventh Decimal. This includes analysing foot traffic patterns, conducting brand studies, and evaluating online engagement metrics. These insights facilitate campaign optimisation and performance evaluation.

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Programmatic DOOH combines offline and online advertising strategies, offering enhanced targeting, flexibility, real-time optimisation, and measurable results. As the advertising landscape evolves, programmatic DOOH is positioned as a vital tool for brands to connect with their audiences effectively and meaningfully.

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In March, we launched The Crowns at Al Qana in Abu Dhabi, expanding our Landmark Series in the UAE's capital. It's been exciting! Since then, we've hosted campaigns for some of the most sought-after brands, like Bulgari, Tiffany & Co., CHANEL, and IWC Schaffhausen, to name a few.

Iconic locations, coupled with superior design, are associated with prestige, exclusivity, and high visibility, making them highly desirable for luxury and global brands looking to make a bold statement and reach elite audiences.
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The Crowns, Abu Dhabi, is an excellent example of how the combination of prominent location, design and association offers a prime opportunity for brands to capture the attention of diverse and affluent audiences.Our goal? It's simple: to spearhead digital innovation right here in the UAE. With our Landmark Series, we're not just talking about commitment; we're delivering it, offering nothing but the best locations.

The Crowns promises:
→ Over 50 Million impressions
→ Reaching more than 34% of Abu Dhabi's population
→ Unparalleled visibility to Abu Dhabi's affluent and Emirati population

And when it comes to ensuring the finest experience for advertisers and audiences, we don't just go with our gut. We rely on solid, trustworthy data. How's that for setting the bar high?