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As the world commemorates World Water Day, as a company, we stand for environmental responsibility and actively tackle the menace of plastic pollution caused by single-use plastic water bottles. In a move towards sustainability, we partnered with Loch, a local company specialising in sustainable solutions, to change our approach to hydration.

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One of the company's key initiatives is providing sustainable copper-insulated bottles from Loch to all our employees and interns. This thoughtful gesture promotes eco-friendly practices within the company and sets a powerful example for others in the industry.

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Taking their commitment a step further, we extended this initiative to our esteemed clients from agencies, brands and partners during the last Ramadan season. By distributing Loch's sustainable bottles as a company, we encouraged a culture of mindful consumption among stakeholders.

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In another display of our dedication to sustainability, we collaborated with Loch to gift coffee mugs to our clients. This strategic partnership promotes reusable alternatives and reinforces the belief that sustainability should be ingrained in every aspect of operations.

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At BackLite, the sustainability ethos isn't just a trend; it's a core value that drives their actions year-round. By taking concrete steps to reduce plastic waste and promote eco-conscious choices, BackLite sets a shining example of how businesses can positively impact the environment while excelling in their respective industries.

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Programmatic Digital Out-of-Home (PrDOOH) advertising is transforming the advertising scene in the UAE, providing a seamless blend of online and offline media for impactful campaigns.
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Using an omnichannel marketing strategy, Abu Dhabi Commercial Bank (ADCB) ran a PrDOOH campaign that flawlessly integrated online and offline media with the click of a button. By leveraging advanced impression and audience data from Admobilize & Seventh Decimal, our Programmatic team at BackLite recommended strategic locations that targeted specific geographical areas and audiences across the UAE.
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Expressing his enthusiasm and success of this campaign, Sean Gadsby, our Head of Programmatic, said, "The Digital Out-of-Home campaign employed a sophisticated omnichannel approach, strategically merging online and offline media channels. By harnessing the power of data analytics from Admobilize & Seventh Decimal, ADCB pinpointed the most relevant locations to reach their target audiences effectively. This fusion of online and offline media amplified campaign performance. It streamlined the process through DSPs like DV360, enabling clients to plan and purchase media with familiar metrics such as impressions and CPM."
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The campaign was successful across prominent malls and destinations such as Dubai Festival City Mall, Al Qana, and The Galleria Al Maryah Island, where it captivated audiences on over 200 screens, showcasing the power and potential of Programmatic Digital Out-of-Home (PrDOOH) advertising in the UAE market.
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This automation and accessibility have opened up new advertising possibilities for digital marketers. The synergy between online and offline media has become more seamless and effective, enhancing campaigns' overall impact and reach.
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The age of third-party cookies is coming to an end soon, and it promises a significant change in advertising patterns. As a non-interruptive media that blends naturally into the urban landscape, DOOH is now more valued among brands and advertisers.

It’s been over a year since Google revealed its intentions to eliminate third-party cookies to meet demands for enhanced user privacy and evolving regulatory restrictions. The announcement caused a dilemma among the advertising community, leaving brands and agencies searching for answers to important questions about alternative ways to deliver ads in a relevant and timely manner. With web browsers and apps alike increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways.
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DOOH is well positioned to thrive in the cookiless era:
In a time where consumer privacy concerns are at an all-time high, DOOH has always offered an effective and seamless way for brands to reach their target audiences. DOOH has become an integral part of the advertising landscape thanks to its ability to blend seamlessly into the urban landscape while delivering relevant, engaging, and memorable messages to consumers. The medium is becoming increasingly popular with advertisers, as it offers a high degree of flexibility in communication, allowing brands to deliver targeted and contextually relevant messages to consumers in real time.
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DOOH relies on anonymised location data:
DOOH relies on anonymized location data to comprehend aggregated consumer movement patterns, aiding advertisers in determining the optimal strategies to reach their audiences effectively, including where, when, and how. However, it is anticipated that the implementation of ATT and similar privacy measures will diminish the scale of location data available, necessitating adjustments in targeting and measurement practices for DOOH advertisers.

The ability of digital out-of-home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before.

It’s time that your brands’ digital ads hit the road! Ensure growing customer engagements even in a cookieless age with DOOH.

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In an age dominated by digital marketing and the privacy concerns that arise with it, the Out of Home (OOH) advertising sector has proven to be a more prominent and credible medium over the years. The growing number of devices vying for our attention reduces individual reach and effectiveness of brand messaging. OOH remains a key medium that surrounds audiences in their everyday environment.

It can reach them while they are close to the point of sale, and when they are more receptive and are less distracted by other media. Digital Out of Home (DOOH) media is on the verge of a change that will ultimately reshape the OOH industry. As the media moves toward a screen-based environment tied to data and technology, criteria like time, content and contextual relevance will be the new pillars of OOH media placement

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CREATING AN IMPACT SHOULDN’T BE A QUESTION

With a multitude of consumer platforms, marketers must prioritise the effectiveness of their creative content. For brands, the choice of messaging, visual appeal and the frequency of refreshing visuals all play pivotal roles in determining the impact of their brand’s message. To succeed in today’s cluttered landscape, they must be exceptionally sharp and distinctive.

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One exemplary approach to achieving this differentiation is through branded billboards and creative out-of-the-box executions. A great illustration of this strategy’s success can be seen in the case of McDonald’s. The fast-food giant seized the opportunity to transform a conventional BackLite static billboard into an authentic work of art leveraging the ‘Branded by BackLite’ platform. The outcome? An unforgettable campaign that captured the attention of audiences and left a remarkable impression.

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DOOH, THE ULTIMATE ADVERTISING SOLUTION IN A COOKIELESS FUTURE

With web browsers and apps alike increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways.

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DOOH has seamlessly integrated into the advertising and urban landscape, while delivering pertinent, captivating and lasting messages to consumers, all while upholding their privacy.

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MORE STRATEGIC USE OF DATA

One of the hottest topics for this region and globally is data, which wasn’t high on the agenda pre-2020 but is now in high demand. We have evolved far from merely selling ad space to now providing brands with the right media network that matches their objectives and demographics. The rapid advancements in Out of Home technology and data have allowed BackLite Media to utilise second-party data provided by landlords and partners to understand consumer behaviours and shopping patterns in destinations and malls to target specific audiences at the right time on the most relevant screens.

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The medium has evolved to leverage this data to create real-time contextual ads, such as anonymised mobile intelligence, location, camera sensors and IoT data, to gather information. This development of smart tech creates more efficient advertising campaigns without the requirement to retrieve personal data.

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OOH MEDIA HAS A GROWING ROLE IN PROMOTING SUSTAINABILITY

As environmental consciousness grows, the OOH advertising sector is making efforts to align with sustainable practices. We are increasingly opting for eco-friendly materials, such as recyclable vinyl and LED lighting, for our static billboards and digital displays. Additionally, we are embracing digital displays that use less energy compared to traditional illuminated billboards. This not only reduces costs but also demonstrates a commitment to sustainability.

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The ability of Out of Home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before.
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The proliferation of digital in out-of-home (OOH) advertising across the globe has driven the need for data. Reliable data has driven the ability to plan and buy digital OOH (DOOH) by impressions. The ability to plan and buy by impressions has driven the growth of programmatic DOOH.

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But where are we, the UAE, in this timeline? Well, we’re at the start, the middle and the end at the same time. The proliferation of digital in OOH across the globe has driven the need for data. There has been a boom across the globe in LED conversions and builds, driven mainly by the UK and Australia, with 59 per cent and 56 per cent respectively of the total out of home revenue attributed in those markets to digital, according to PWC’s estimates. In comparison, in the UAE only 11 per cent of the overall outdoor spend is represented by digital, according to Ipsos.

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Clive Humby coined the phrase, “data is the new oil”, and although we’re in the Middle East, the phrase is still relevant when analysing the growth of audience-led, data-driven OOH campaigns. Data alone isn’t the answer, though. Like oil, if unrefined it can’t be used; it needs to be broken down and analysed for it to have value. Right now, data is still in its infancy in the UAE, but there are many new companies offering solutions, with different and alternative systems for measurement and aggregation.

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Reliable data has driven the ability to plan and buy DOOH by impressions. With the increased availability of data and the launch of our new Digital Icons on Sheikh Zayed Road, we have seen a surge in dialogue around impressions-based, audience-first campaigns. The ability to pick the hours of activation, to target a specific moment in time, to react to external factors has piqued the interest of many clients and agencies. Only through the use of digital can you bring these campaigns to life. The leading example of data use so far this year was the campaign for YSL – Libre, using Sheikh Zayed Road, targeting specific hours of the day to capture an affluent retail audience outside of the peak commuter hours. This campaign was activated programmatically by The Trade Desk, via Broadsign Reach.

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The ability to plan and buy by impressions has driven the growth of programmatic DOOH. With the launch of The Triple Crown – three prominent digital billboards on Sheikh Zayed Road near Mall of the Emirates – we have seen an unprecedented rise in demand for digital, but the requests and activations can still be very linear. To truly take advantage of this great product, we need to see more dynamic campaigns activated with a more audience-first mentality. Of course, OOH will always be a one-to-many mass audience solution but the more relevant the message, the more effective your message will be.

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For programmatic out-of-home to truly flourish in this market we need to define the currency; we need to establish one data source as the benchmark for the region. With BackLite Intelligence, we aggregate data from multiple sources then analyse it with custom algorithms, generating insights around traffic flows and audience demographics, to ensure a transparent and robust measurement. Still, this solution is only available for BackLite customers; for the wider industry to adopt programmatic DOOH there needs to be greater collaboration. Programmatic DOOH is still at its infancy and will evolve alongside technology and data measurement to realise its true potential.
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WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Integrating new technologies with Out of Home (OOH) advertising has significantly boosted the industry, from the use of data and AI to the advancements in LED technology.

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Interestingly, data quality and utilisation were not prominent considerations for the UAE market until 2019, but have become widely discussed topics.

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As we accumulate more data from our landlords and third-party suppliers and deepen our comprehension of its potential, we are better equipped to leverage this for the continued growth of the OOH advertising sector.

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We can’t talk about technology without talking about AI, but is it really being used in the OOH sector? I can confirm that it’s here and assisting us; to predict traffic flows with AdMobilize, analyse content to enhance creativity with Neurons, and gauge attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign.

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WHAT ABOUT THE EVOLUTION OF DOOH?

We have observed a digital trend worldwide, and it is now unfolding right here as well. Through a market assessment and a deep understanding of the environmental factors, we have successfully installed industry-leading DOOH screens capable of withstanding even the harshest conditions.

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BackLite’s transition from traditional static billboards to dynamic digital screens has marked a transformative era in content delivery, empowering advertisers with real-time updates plus flexibility and standout campaigns.

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This transformation has fostered a culture of creative innovation, manifesting in captivating FP3D campaigns and interactive features that engage audiences.

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Our integration with cutting-edge technologies such as live-data feeds and location-based services has allowed us to target audiences and deliver contextually relevant content.

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We recognise that digitisation alone isn’t sufficient. To truly excel, we’ve incorporated data into our strategy, providing clients with comprehensive reports highlighting metrics like playouts, impressions, reach, and frequency, enabling them to make informed decisions and maximise their impact.

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WHAT CAMPAIGN CAUGHT YOUR EYE?

Globally: Surreal Billboards in the UK – Social Buzz. Locally: Lego on SZR – May the 4th be with you. Special Build, Timing and Relevance

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WHAT ARE CLIENTS ASKING YOU FOR?

They are increasingly seeking more data-driven and results-oriented solutions. They are asking for better audience targeting capabilities to ensure their messages reach the right people at the right time.

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The demand for Programmatic Digital Out of Home (PrDOOH) is also on the rise, as it provides the efficiency and flexibility to optimise campaigns in real time.

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Also, they are looking for creative and interactive OOH formats that can captivate audiences and make their brands stand out, like branded billboards, special builds and FP3D content for a social media buzz.

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Overall, clients seek innovative, data-backed, and engaging OOH advertising solutions to drive tangible results for their marketing efforts.

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HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

With the journey towards PrDOOH, we have established an ecosystem that provides comprehensive data sources and solutions, catering to our clients at every stage of the marketing funnel; we call this BackLite 360.

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Our commitment extends to embracing automation through programmatic campaigns, where we list our inventory on Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs), allowing brands to incorporate our screens into their omnichannel campaigns seamlessly.
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BackLite Media, one of the UAE’s leading digital outdoor media companies, has proudly released the first edition of its new magazine, “SpotLite“.

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

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

Campaign Middle East recently covered industry movers and shakers from the advertising, marketing and creative space for our MENA Power List 2023 issue and there was a strong sense of optimism about the region’s landscape for marketers to flourish.

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James Bicknell, CEO, BackLite Media

“Bicknell has been the CEO for BackLite Media for 14 years and spends his time planning the next stage of the firm’s rapid growth. He enjoys traveling with family and playing golf”

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In the dynamic world of business, where the only constant is change, the landscape of marketing in the UAE has undergone a remarkable transformation, with innovation emerging as the cornerstone of success.

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As the CEO of the UAE’s leading Digital Out-of-Home (DOOH) advertising company, I am filled with pride to have worked with a dynamic and multicultural team and led a revolution in the way we perceive and engage with outdoor media.

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Through innovation in product, process and ecosystem, we have not only embraced the challenges of the modern marketing era but have also emerged as pioneers in shaping the industry’s future.

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Innovating solutions: Unveiling new possibilities

We realised that revolutionising our industry, first and foremost, comes with reimagining our products to suit the modern world and anticipating external factors disrupting the urban landscape in the UAE.

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Our commitment to innovation and inspiration provided by the UAE leadership to position the country at the forefront of the digital revolution has driven the business beyond the traditional static billboards, turning them into dynamic, interactive media that resonate with the digital-savvy audiences of today and match the grandeur of the cities we live in. Harnessing cutting-edge technologies, we have collaborated with brands and agencies to create immersive brand experiences that bridge the gap between physical and digital platforms.

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This achievement has not only brought creativity to the forefront but also harnessed the power of data. We work actively with our clients and data partners to create a credible data ecosystem, enabling us to adapt and optimise campaigns swiftly, ensuring our clients achieve maximum impact. By combining creativity with data-driven insights, we have elevated our media to deliver memorable experiences for audiences.

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Innovating processes: efficiency and agility

Innovation should not be limited to the media solutions we offer—it should fill every facet of the business operations. To achieve this, streamlining processes and embracing automation to enhance efficiency and agility is of utmost importance. From campaign planning to execution, advanced algorithms can help us identify prime locations, analyse demographics, and forecast foot traffic patterns, ensuring that every advertisement is strategically placed for optimal reach.

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Innovating ecosystems: cultivating partnerships

A true revolution requires a collective effort, and innovation in outdoor media is no exception. We have taken the initiative to build a robust ecosystem of partnerships that go beyond traditional boundaries. By collaborating with technology providers, creative agencies, and local communities, we have created an environment where innovation thrives.

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Together, we have co-created solutions that challenge the status quo, bringing fresh perspectives to age-old challenges. Moreover, we have championed sustainability as an integral part of our system. By incorporating eco-friendly materials and responsible waste management practices, we have not only reduced our environmental footprint but have also positioned ourselves as pioneers in promoting conscious and accountable marketing campaigns.

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Our partners and brands are looking for more transparency than ever, and it is essential that we deliver that information accurately and effectively. As the CEO of the UAE’s leading OOH advertising company, I take immense pride in our transformational journey, which has set new benchmarks for the industry.

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I envisage an OOH industry that seamlessly integrates with digital platforms, offering advertisers the best of both worlds. With the use of technology, OOH advertisements will become more interactive, personalised, and measurable, enhancing their impact and value. Our commitment to embracing change and pushing boundaries is not just a reflection of our company’s ethos— it’s a testament to our dedication to shaping the future of marketing.

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With innovation as our compass, we will continue to lead, inspire, and evolve, driving the industry towards new horizons of success.

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“If you couldn’t fail, what would you be doing right now.”

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Photographer Mihir Ashar took the perfect shot on the day that The Museum on the Future celebrated the Hope Probe entering the orbit of Mars, little did he know that McDonald’s were about to share the spotlight when he unwittingly captured our Unipole on Sheikh Zayed Road.

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The comments flowed in, from, “why is the first thing I noticed the McDonald’s poster 😂😂” to, “One thing is certain about the future: McDonald’s will always be there in your face”. Eventually, McDonald’s had to respond, they commented, “Even though we’re not the star of the show, we still seem to be catching the spotlight just a bit, thank you Museum of The Future for the cameo☺️.”

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If nothing else, it shows the real power of Out of Home advertising.

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