• Study records 80% campaign recall, 95% intent to act and 68% uplift in

purchase intent post exposure.

• Findings confirm Sheikh Zayed Road as a high-performance brand

environment.

• Research establishes a structured evidence base for evaluating premium

Out-of-Home effectiveness in the UAE.

• Conducted in collaboration with Nielsen and Publicis Media Luxe, the

research evaluated how premium Out-of-Home placement aligns with

luxury brand lift.

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BackLite Media has released the findings of a new emotional impact and brand lift

study examining how premium Out-of-Home (OOH) platforms influence brand

perception, recall and behavioural intent.

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While OOH has traditionally been evaluated through reach and impressions, the study

was designed to explore a broader question: how does emotional response within

high-attention public environments contribute to measurable brand outcomes?

The campaign analysed was a jewellery Out-of-Home execution for a luxury brand,

displayed on BackLite Media’s premium digital landmark, The Dubai Gateway,

located on Sheikh Zayed Road in Dubai.

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Combining structured quantitative measurement with qualitative insight, the study

evaluated exposure, campaign recall, brand lift, and intent to act, while also capturing

how audiences perceived the creative execution within its surrounding environment.

Key findings include:

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• 80% campaign recall within seven days of exposure.

• 95% of respondents expressing intent to act.

• 68% uplift in purchase intent among those exposed.

Beyond awareness, the research indicates that emotional resonance, contextual

alignment, and environmental credibility play a significant role in shaping brand

confidence and behavioural consideration.

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Qualitative insight showed that respondents associated premium digital structures in

uncluttered, design-led environments with authority and trust - attributes particularly

relevant for luxury communication. Sheikh Zayed Road was perceived as contextually

aligned with affluent audiences, reinforcing how placement and environment influence

perception.

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Commenting on the findings, Ahmed Noureldin, Head Of Sales Of BackLite Media, said:

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“This study contributes to a more evolved understanding of Out-of-Home

effectiveness. By measuring emotional response alongside recall and intent, BackLite

Media is able to demonstrate how premium Out-of-Home platforms and creative

alignment can influence brand outcomes in a meaningful way.”

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Osman Junaid, Business Director - Strategy, at Publicis Media Luxe added:

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"The results from The Dubai Gateway research with BackLite Media demonstrate that

when premium placement meets the right environment, the impact goes far beyond

reach alone. High impact OOH on Sheikh Zayed Road delivers the authority and

aspiration that luxury brands require, and this study gives us further evidence to prove

it."

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This research reflects BackLite Media’s continued investment in structured

measurement and data-led insight, supported by Multiply Media Group’s broader

ecosystem across data, technology and advanced media capabilities.

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Leading premium DOOH operator BackLite UK has expanded its deluxe large-format outdoor advertising portfolio with the launch of The Knightsbridge, a revamped flagship installation located on the busy tunnel connecting London’s most affluent areas.

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The Piccadilly Underpass site, which sits alongside Hyde Park Corner, incorporates two new 2.8m x 14.4m screens, which between, them generate more than 3 million fortnightly impacts. Positioned on the eastbound and westbound approaches, the displays are visible to both vehicle and foot traffic moving around the high-end shopping and leisure destinations of Knightsbridge, Belgravia and Mayfair.

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The screen upgrade was aimed at enabling BackLite UK to incorporate The Knightsbridge, which is surrounded by renowned retail outlets such as Harrods and Harvey Nichols, into its most exclusive collection, the Landmark Series. Designed to appeal to upscale advertisers, this range also includes the iconic The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.  

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While BackLite UK now handles all media sales for the site, the assets are owned by Wildstone. The latter, the world’s largest owner of outdoor advertising infrastructure, secured a long-term licence for the underpass in a competitive tender process run by Westminster Council last year.  

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The Knightsbridge is one of more than 10 prime London locations included in an agreement struck last year between Wildstone and BackLite UK’s parent company, UAE-based Multiply Media Group (MMG). The companies have since begun a refurbishment programme of these super-premium assets, with the overhaul of the Hyde Park Corner site among the early priorities.

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Central to the site’s revamp was the installation of 1440 x 280-pixel digital screens, which were provided by leading LED manufacturer Daktronics. BackLite UK chose the US-based firm’s 10mm Outdoor Blue displays due to their high quality and contrast, strong sustainability features and industry-leading processing.  

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The premiumisation of the site has already led to a number of high-profile brands taking out advertising space, including Burberry, Club Med and Franck Muller.  

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Jack Fleming, Head of Sales at BackLite UK, said: “The Knightsbridge is a fantastic addition to our Landmark Series as it fits perfectly within our most prestigious range. There are very few OOH assets in the vicinity and certainly no others of this size and calibre. We quickly recognised the site was much more than an underpass and we worked closely with Wildstone to develop it into something that really stands out.”  

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Andrew Foster, Group Partnerships Director at Wildstone, said: “With its location in the heart of prime central London, we always believed this site was ideally suited to the premium end of the market. We were therefore really excited to secure BackLite UK as our media partner as its focus on luxury brand advertisers meant we were completely aligned on what the upgrade should entail. This is just one of a number of high-end refurbishments we’re carrying out in partnership with BackLite UK and given our success here, we’re excited to see what the future holds.”

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