SPOTLITE By Backlite Vol 1.0 - 2023

DESIRABLE BY LOCATION

UAE - GOLDEN BOULEVARD

Sheikh Zayed Road: Stretching 558.44 km, the meeting point of all roads leading to the 7 Emirates of the UAE.

The Landmark Series:

The Triple Crown

TTC 40, 44, 34

The Dubai Gateway

TDG 24, 32

The Dubai Jawhara

TDJ 13

The Portrait Gallery:

UAE 18

UAE 21

UAE 22

T3

UAE 36

UAE 36A

UAE 37

The strategic location of Sheikh Zayed Road gives it a higher value to be the chosen location for the most luxurious and important hotels, hubs, and landmarks.

Desirability is the difference between needing something and wanting it. Between a one off purchase and a lifelong allegiance. Between seeing a brand and being irresistibly drawn to it.

At BackLite, we believe a brand’s desirability can be maximised.

We call this Desirable by Design®.

POLICE

THE LANDSCAPE GALLERY - PART OF THE OUTDOOR COLLECTION

With just four days to go until the 2022 Abu Dhabi Grand Prix, Lewis Hamilton appeared on our billboards along Sheikh Zayed Road in his collaboration with Police for a collection that combines classic and retro-inspired shapes with the most contemporary of trends.

EXTERNAL CONTRIBUTORS

MAUD MOAWAD

Serena is an award-winning film director and creative director who found her way into advertising through her love of meaningful ads that have the power to change human behavior. Coming from the world of filmmaking and being a passionate storyteller, as a Creative Director at Havas Middle East, she is eternally challenging briefs to make sure the story moves people and doesn’t leave them the same.

TOM GODDARD

PRESIDENT & EXECUTIVE CHAIRMAN

Maud is a seasoned innovator in big data for media and location-based services, having led the first deployment of a location-based data management platform in the GCC in 2016. As the CEO and Founder of 7th Decimal, a UAE-based company that specialises in customised technology solutions for brands, media agencies, and consultancy firms, Maud has made significant strides in the industry. With a vision to build a currency that allows transparent trading of Out-of-Home (OOH) among stakeholders in the MENA region, Maud is currently venturing in rolling out a syndicated set of metrics and dataset for OOH measurement.

SERENA ABI AAD

Tom has served on the board of the World Out of Home Organization since 2015 and was appointed President in 2017. He is also Chairman of OOH Capital, former Chairman of Ocean Outdoor from 2019 to 2020 and former CEO of CBS Outdoor International from 2000 to 2008. Prior to that he served as CEO to several major OOH businesses including Viacom and Maiden Outdoor. He is a member of the World Presidents’ Organisation and is a Trustee of the London Irish Centre, a charitable and cultural institute, based in Camden, London.

CHIEF EXECUTIVE OFFICER SEVENTH DECIMAL

CREATIVE DIRECTOR HAVAS MIDDLE EAST

WORLD OUT OF HOME ORGANIZATION

VERSACE

THE LANDSCAPE GALLERY - PART OF THE OUTDOOR COLLECTION

Model and actress Iris Law recently appeared as the face of Versace in their striking campaign for the Dylan Purple perfume. The distinctive imagery prominently shines on our billboard, which thousands of passers-by see daily in a glowing and eyecatching setting.

BVLGARI

THE DUBAI JAWHARA – PART OF THE LANDMARK SERIES

The Divas’ Dream necklace, crafted with the shimmering elegance of pavé diamonds and the feminine curves of the iconic fan-shaped motif, the Divas’ Dream necklace unveils its most precious facets.

CEO’S REMARKS

In a world where technology is constantly advancing, it’s no surprise that the advertising industry is following suit. And in futuristic cities like Dubai and Abu Dhabi, known for their innovation and tech-savvy population, it’s crucial that advertisers stay ahead of the game and adapt to the changing landscape.

As digital becomes more prevalent, we continue adapting our product portfolio in the UAE. Digital outdoor advertising, using digital screens and displays, allows for real-time updates, targeted messaging, and even the ability to track metrics and gather consumer data. This means that advertisers can now reach their desired audience with precision and accuracy, leading to a better return on investment for the advertiser and a more engaging experience for the consumer.

As the CEO of BackLite Media, a distinguished digital outdoor advertising company based in the UAE, I am thrilled to share my thoughts on the future of outdoor advertising in Dubai & Abu Dhabi.

At BackLite Media, we’ve been at the forefront of this shift towards digital outdoor advertising in the UAE. We have implemented new technologies and leverage data to create dynamic, interactive, personalised ads that adapt to the context and audience, allowing for a more relevant and effective advertising experience.

But it’s not just about the technology, as a responsible and ethical company, we understand the importance of placing our digital media and displays in the most elite locations, respecting consumers’ privacy, and being mindful of the environment. We are proud to announce that we are working towards being fully sustainable and carbon neutral by 2026. Being a good corporate citizen is just as important as providing our clients with the best advertising solutions.

In conclusion, the future of outdoor advertising in the UAE is digital, interactive, sustainable and truly exciting. At BackLite Media, we’re committed to staying ahead of the game and providing our clients with the most innovative and effective advertising solutions. With a focus on new technologies, data, responsible advertising, and sustainability, we’re confident that the future of outdoor advertising in the UAE is dynamic. And we can’t wait to see what the future holds for this zestful and ever-evolving country.

WRITTEN BY JAMES BICKNELL CHIEF EXECUTIVE OFFICER

THE EVOLVING LANDSCAPE OF DUBAI

A DYNAMIC, FUTURISTIC AND INNOVATIVE CITY

Dubai has undergone a remarkable transformation over the past few decades and has emerged as a leading smart city worldwide, and one of the top 5 cities globally in the world to live, work, invest and visit in the World’s Best Cities report 2023. The city has been at the forefront of digital technology and innovation to improve the quality of life for its citizens and residents and enhance its economic competitiveness.

Dubai’s visionary leadership has driven its transformation into a smart city. The city’s leaders have set ambitious goals and invested heavily in technology and infrastructure to achieve them, creating a supportive regulatory environment that encourages innovation and collaboration between the public and private sectors.

Dubai has invested heavily in intelligent infrastructure, including a world-class transportation system, high-speed internet connectivity, and advanced energy management systems. The city has also deployed a network of sensors and other IoT devices to collect data and monitor everything from traffic flow to air quality.

The vibrant city of Dubai has always been at the forefront of disruptive innovations, data and leading technologies; and digital media companies in Dubai are no exception. As we live in a world that is continuously becoming more data-driven and automated, BackLite has undertaken constant strides to innovate and stay ahead of the game.

Innovation has been a part of BackLite’s DNA since the inception, and as a home-grown brand we look up to Dubai’s resilient leadership and vision to evolve our media to match Dubai’s allure and stunning architecture.

THE UAE MARKET OVERVIEW

What interesting market trends did the out-of-home media industry see in 2022?

The OOH industry is seeing a strong recovery after the slowdown driven by COVID. In 2022 the tendency to go more on Digital-Out-of-Home (DOOH) was very obviously amplified by BackLite’s introduction to world-class stunning DOOH media solutions such as The Triple Crown, The Gateway and Al Jawhara in Dubai.

In addition, Forced Perspective 3D (FP3D) campaigns are the latest hype, providing a right blend between innovation, creativity and reach. Each campaign on our iconic digital screens is inherently unique as a result of the creative ideas behind the campaign.

BackLite Media screens at JBR and City Walk in Dubai considered as the first choice for brands to execute their 3D campaigns. They deliver successful innovative campaigns throughout the year via multiple sectors, including Luxury, Automotive, Cosmetics, Gaming and much more.

What upcoming trends do you expect to see in the industry in the next five years?

There is no doubt that DOOH will continue to grow and dominate. Communication with audiences will be more personalised, seeing location-triggered messages and more dynamic content. It is hoped that in the near future, DOOH will be integrated with online platforms to enable the extension of small screen content onto large out-of-home screens.

How would you describe the current state of OOH in the UAE, and what does that mean for advertisers?

The OOH advertising industry in the UAE has been experiencing immsense growth year after year. With the introduction of a data-driven approach and the digital transformation by BackLite Media, investments in OOH advertising are becoming more optimised and justified.

Measurability allows advertisers to choose from a wide range of options for reaching their target audience. With multiple touchpoints, campaigns can be more frequent on the roads, leading to increased visibility and impact. In other words, the advertiser books only what they need to book.

In terms of formats, revolutionary DOOH products and enhanced OOH static assets have been introduced to the UAE market in the past couple of years by BackLite Media to ensure a more sustainable future for the industry.

How is the market growing and what is BackLite doing to keep their competitive advantage?

We saw good market stats in 2022, and some finetuning can always help for more significant market growth and healthier competition.

BackLite Media will always focus on the finer details to ensure the clients receive a quality that is unmatched. The client investment with BackLite Media reflects their trust in what we do.

We commit to ensuring that our client gets a professional journey, and we help our clients by offering a complete OOH plan to create successful campaigns from all aspects.

In short, we treat every campaign as our first ever, WE CARE.

DESIRABLE BY LOCATION

We showcase your brand’s creative vision in the best light, with exceptionally designed media in landmark locations across the UAE.

CREATING UNMISSABLE OPPORTUNITIES

29 Key Locations on SZR in Dubai

8 Large Format Digital Screens #1 Partner of the Dubai RTA

THE OUTDOOR COLLECTION

42 Million Annual Visitors 240 Digital Screens

DIGITAL DESTINATIONS

260 Digital Screens High Profile Malls in Abu Dhabi & Dubai

THE RETAIL COLLECTIVE

12 Million Annual Viewers 165 Screens

These huge, innovative, and unique screens have changed the media landscape on Sheikh Zayed Road in Dubai.

SILVERLITE CINEMA

THE LANDMARK SERIES

DESIRABLE BY

LOCATION

Our architecturally-designed elegant and iconic media sites provide the only large-format network on the Sheikh Zayed Road in Dubai, which have become landmarks in their own capacity owing to their placements in prime locations among the city’s breathtaking sky-scappers with premium visibility.

The digitisation of Sheikh Zayed Road is now well underway with the first Digital Icon launching in December 2020 and The Landmark Series launching in 2022.

DESIRABLE LOCATION

THE OUTDOOR COLLECTION

DESIRABLE BY LOCATION

GUCCI

Gucci’s unique creative artwork, for which the brand is well-known, stands out perfectly on Dubai’s busiest Road.

The campaign promotes Alessandro Michele’s New Collection titled ‘Exquisite Gucci’.

OMEGA

THE PORTRAIT GALLERY - PART OF THE OUTDOOR COLLECTION

OMEGA was the first-ever Official Timekeeper of the Olympic Games and has fulfilled this role 29 times in history. During the Olympic Games Tokyo 2020, OMEGA became the first advertiser on our brand-new portrait media on Sheikh Zayed Road in Dubai.

Du’s campaign lit up Sheikh Zayed Road in Dubai with an eye-catching purple artwork on our digital screens. With an average of over 19 million monthly impressions for campaigns on this Digital Icon, there’s no denying the attention-grabbing power of outdoor advertising.

DESIRABLE BY

LOCATION

Working with our partners we have deployed some of the world’s most advanced digital media solutions across our malls. Creating exceptional value for advertisers, who stand to gain tremendous audience insights through our data analytics platforms and booking technologies. To compliment this, we have deployed best-inclass automations to ensure not only the highest standards of aesthetics but also to create value for our advertisers

DESIRABLE LOCATION

THE RETAIL COLLECTIVE

DESIRABLE BY LOCATION

GUCCI

The vibrant campaign by Gucci, starring Dakota Johnson features on our network of digital screens at The Galleria Mall in Abu Dhabi.

The

perfectly captures the elegance and intrinsic versatility of their signature

campaign

Jackie 1961 handbag.

PORSCHE CAYENNE

The Porsche Cayenne was showcased at BackLite’s experiential pop-up in The Galleria Mall, Al Maryah Island, Abu Dhabi, in December 2022.

The objective of this activation was to target affluent audiences and high-net-worth residents visiting the mall.

DAMAS

Damas showcases a distinctive array of ornate necklaces in classic and contemporary designs.

The collection is worn singularly for simple sophistication or great for layering to create a trendy look.

RETAIL TRENDS

What major retail trends can we expect to see in the next five years?

Experts predict that the major retail trends that will experience growth in the next five years are digital transformation, omnichannel, and interactive retail. Digital transformation is essential for companies to develop innovative solutions that can help them adapt quickly to the changing needs of their customers, increase profitability, and grow market share. Omnichannel retailing allows retailers to interact with their customers through various digital and physical touchpoints. As customers move across these channels, applications and data follow, creating a consistent, on-brand experience from start to finish. Interactive retail technology can personalise the shopper’s journey by providing them with relevant information and creating engaging experiences that encourage repeat visits to the store.

What technology will be more prominent in retail in the next 5 - 10 years?

Big Data Analytics provides retailers with the ability to convert massive amounts of data into valuable insights that are easily accessible in real-time. Analytics, powered by Artificial Intelligence (AI), will enable retailers to customise their marketing mix channels, offers, and recommendations to individual customers. For instance, physical retail is expected to evolve to the point where retailers will use customer data to anticipate their needs before they even enter the store. An example of this future is a sports retailer in the United States that has opened a concept store which adapts its product selection based on the shopping profiles of its members in the area. The store’s offerings could change every two weeks to ensure that the shopping experience is highly relevant to its customers.

What current trends are affecting the retail industry, and how?

Omnichannel retail, same-day-delivery, social commerce, and interactive retail are some examples of significant retail trends. An increase in buy online, pick-up in-store services, mobile point-of-sale systems to allow sales anywhere inside a store and a range of contactless payment options will have data winning the day. It all goes back to simplification, ease of purchase and, most importantly, customer satisfaction, supported by all the trends mentioned above.

What are the benefits of out-of-home advertising in retail spaces?

OOH advertising in shopping malls and in proximity to retail outlets offers a variety of benefits to brands, including heightened brand awareness, contextually relevant messaging, broader audience reach, increased sales, and improved brand positioning.

By strategically placing their advertising in high-traffic retail areas, brands can increase their visibility and reach more qualitative shoppers. Moreover, with customised messaging, brands can tailor their ads to the specific needs and interests of their target audiences, which can result in a more personalised and engaging shopping experience.

What advice would you give to brands who want to maximise their reach through retail advertising?

Brands need to understand their customers better, analyse retail behaviour, and be able to communicate effectively via OOH media channels. Dynamic branding is one of the key elements supporting the goal of achieving better results. The flexibility and creative freedom of this advertising medium efficiently speaks to the broader customer audience, allowing change or movement based on location, behaviour, demographics, and daypart.

BY ALI CHAB HEAD OF MALLS AND CINEMA

DESIRABLE BY

DESTINATIONS LOCATION

DIGITAL

DESIRABLE TION

Dubai’s most desirable DOOH media network covers three vibrant destinations: City Walk, The Beach, and Al Seef. These areas offer an eclectic mix of shopping, entertainment, dining, and leisure experiences that are highly popular among UAE nationals and affluent expat families. Additionally, these neighborhoods are located near some of Dubai’s main residencies, including Sheikh Zayed Road, JBR, and City Walk, making them easily accessible to a large influential audience.

DESIRABLE BY

OREO

The Oreo Sling Shot campaign was recently displayed on our screens at The Beach JBR, a bustling and lively destination that offers ample exposure for Oreo’s scan-to-play campaign.

The creative, which features an Oreo cookie being slingshot across the screen, provides a unique and engaging Forced Perspective 3D (FP3D) experience for millions of passersby, making it a highly memorable and effective advertising campaign.

CHANEL

Chanel No.5, the iconic fragrance created in 1921, continues to be highly successful to this day. Recently, on our screens at City Walk, Chanel presented Academy Award winner Marion Cotillard as the face of the world’s most admired fragrance.

The campaign captured the essence of the brand’s elegance and sophistication, making it a memorable and impactful experience for viewers.

AL QANA

A UNIQUE ABU DHABI EXPERIENCE

Situated along the stunning Rabdan Canal, Al Qana is a vibrant entertainment and leisure destination with spectacular waterfront views in the heart of Abu Dhabi.

Offering a unique collection of attractions including waterside eateries, cinema experiences, Middle East’s largest aquarium, a yacht marina, first-of-its-kind fitness and wellness facility, retail boutiques, virtual reality & e-sports arena and landscaped community spaces to encourage social interaction.

With exclusive coffee shops, café’s, family restaurants and upscale dining experiences, this one-of-akind destination offers something to satisfy even the fussiest of taste buds.

The project targets an affluent audience, mainly UAE Nationals and high-net-worth individuals in Abu Dhabi city, with visitors currently at 90% UAE Nationals.

AL QANA

A UNIQUE ABU DHABI EXPERIENCE

Al Qana, the latest Digital Destination from BackLite Media

We are offering unrivaled impact through The Curve and maximising reach through the network of Digital Totems located throughout the Marina.

Both digital formats combined provide a ubiquitous network and the perfect complement to any promo experiential activity within the complex.

Al Qana, a unique Abu Dhabi Experience.

DESIRABLE BY

LOCATION

Our offerings include Roxy & Novo Cinemas that operate in high quality urban destinations and offer a unique cinematic experience with luxurious settings and cutting-edge technology.

ROXY: Roxy Cinemas offers a distinct, upbeat and upmarket movie experience developed by Meraas that combines luxury features with state-of-the-art technologies. The Roxy Cinemas can be found at some of the top urban destinations in Dubai, including Dubai Hills with the largest screen in the UAE, The Beach (opposite JBR), City Walk, and Box Park.

NOVO: Novo has been providing visitors with a great time out since 2014, with over 100 screens located in Abu Dhabi, Dubai, Sharjah, and Ras Al Khaimah. Novo Cinemas is known for its innovative entertainment experiences and is a popular destination for moviegoers in the Middle East.

SILVERLITE CINEMA

MERCEDES-BENZ

Our SilverLite Cinemas have seen some remarkable automotive brands appear in theaters across the UAE. Our cinema advertising solutions enable advertisers to engage with a captive and affluent audience.

Our offering includes Roxy and Novo Cinemas, which operate in high-quality urban destinations and offer a unique cinematic experience with luxury features and cutting-edge technology.

CINEMA

ADVERTISING 2023

UAE cinema has flourished by, offering visitors a unique cinematic experience.

With the UAE’s growing population and cultural diversity, moviegoers in the country can always find a wide range of films to enjoy. The UAE’s cinemas cater to everyone’s preferences. Moreover, our cinema partners feature immersive experiences for viewers thanks to the ever-evolving technologies. Overall, cinema in UAE promises to offer captivating experiences in 2023.

At BackLite, we are optimistic about the future of cinema advertising in the coming years. According to our internal research, we anticipate an increase in market spending by more brands featuring on the big screen, and some award-winning campaigns. We are excited to enhance cinema campaigns and expand our partnerships with brands.

According to a study by the Cinema Advertising Council, cinema ads have an average recall rate of 53%, which is much higher than other traditional advertising mediums. Additionally, 60% of cinema-goers are actively engaged with the content they’re watching. Moreover, cinema advertising is often associated with high-quality, prestigious brands, which can positively impact the way consumers perceive a brand.

With numerous highly anticipated blockbusters, the captive audience numbers are steadily increasing. In 2023, there is significant hype surrounding upcoming films such as the highly anticipated Shazam! Fury of the Gods, the 10th instalment in the Fast and Furious franchise, and Spider-Man: Across the Spider-Verse. There are exciting family-friendly films like the upcoming live-action rendition of The Little Mermaid. We are eagerly anticipating the imaginative and captivating experiences that cinema will offer both audiences and advertisers in the months ahead.

DESIRABLE BY

LOCATION

Iconic opportunities to target audiences on Sheikh Zayed Road in Dubai. Exclusive advertising loops to ensure your campaign stands out.

Our goal is to drive digital innovation in the UAE by developing architecturally and aesthetically superior locations and establishing a foundation of independent and credible data.

Our medium is now more accountable than ever. We will strive to deliver dynamic, relevant and engaging content to enable our clients to stand-out.

THE LANDMARK SERIES

HUBLOT

Hublot has reached a new frontier in the art of sapphire, which is flawlessly demonstrated on The Dubai Gateway.

The campaign was strategically placed on digital screens located at the exits targeting tourists and residents on the way to Dubai Mall.

VAN CLEEF & ARPELS

Van Cleef & Arpels’ Alhambra Breeze campaign immerses you in a surreal universe, celebrating luck and mother nature since 1968.

Alhambra jewels have been a symbol of luck since 1968, and the brand uses rare and precious materials to create them. The Triple Crown is a perfect example of this, showcasing the exceptional craftsmanship that goes into each piece.

DESIRABLE BY INSIGHTS

We embrace technology and datadriven insights to target audiences with ever-growing precision. We push the boundaries, exploring and adopting new techniques so our clients can make the most of our sites.

WHERE DATA IS JUST THE STARTING POINT

DATA - DRIVEN OUT OF HOME

With BackLite Intelligence we aggregate data from multiple sources then analyse with custom algorithms, generating insights around traffic flows, audience demographics, buying behaviours, and dwell times. The result? Being able to plan and buy via The BackLite MediaXchange using audience profiles that ensure your messages and ideas are seen by the right people not just passersby.

You now have the freedom to select the locations, days and times where you want to launch your campaigns.

PROGRAMMATIC

DIGITAL OUT OF HOME (P r DOOH)

In recent years, programmatic advertising has become more popular amongst brands, and it continues to grow. The digitisation of OOH networks adds flexibility to the buying process. It can now be bought online programmatically, meaning ads can be changed, amended – or switched off – in real-time. Creatives can be replaced automatically to respond to the external environment, maximising the effectiveness of any placement.

With PrDOOH, you plan and buy your campaigns in a similar way to that of online, by impressions. But how can this be done effectively? Where do you start? Data is critical to the process. With BackLite Intelligence, we aggregate data from multiple sources, then analyse it with custom algorithms. This analysis generates insights around traffic flows, audience demographics, buying behaviours, and dwell times. The result? Audience profiles ensure your messages and ideas are seen by the right people, not just passersby. BackLite Intelligence powers “The MediaXchange”, our programmatic platform. The MediaXchange delivers one of the biggest advantages of the OOH medium: the ability to run hugely impactful ads on premium digital sites with relevance and flexibility.

SPEED

By automating our transactional process and making our inventory available online, the speed at which a campaign can be launched has gone from weeks to days to hours.

AGILITY

Because campaigns are activated through a trading desk, it means they can be changed, tweaked, adjusted, modified very quickly.

TARGETING

A critical piece of the PrDOOH puzzle is the ability to target your audience more precisely.

DYNAMIC SCHEDULING

Programmatic streamlines and simplifies the process for using dynamic creative for OOH.

An audience-first approach now enables the integration of online and OOH marketing messages, increasing visibility, reach and brand awareness. So for whatever conditions you might want to set, programmatic can help you accomplish your goals. As soon as the time is right, you’ll be able to automatically deliver the right message to the right screen to reach your audience, whoever they are.

BackLite Media launched the first PrDOOH campaign on Sheikh Zayed Road. A massive step in showing the region what can be done through Data-Driven Out-of-Home (OOH), and hopefully, the first step of many.

Investing heavily in our data analytics platform, BackLite Intelligence to provide a robust and transparent platform to plan and buy programmatically.

TECH INNOVATION IN OOH

What impressive technological innovations has the OOH media industry witnessed lately, and What is BackLite doing to use these tech innovations to their advantage?

Enhancements in digital display technology:

Higher resolution: Narrow pixel pitch LED displays refer to displays that have a small distance between the individual LED lamps, which results in higher resolution and more detailed content. Higher density of LEDs per square meter results in a wider colour gamut that helps to create more vivid and dynamic content.

• Greater contrast: Technology improvements have led to improvements in contrast ratio, resulting in deeper blacks and brighter whites.

• Better viewing angles: With the continuous development of LED technology with SMD, viewing angles have greatly improved, and content remains visible when viewed from different positions.

• Increased energy efficiency: Power consumption of large format LED displays have reduced over the years and will continue to reduce in the future with advancement in technology. Integration of light sensors with the display system helps adjust the display’s brightness for optimum viewability based on the ambient light levels, which helps manage or reduce power consumption.

BackLite continues to invest in the right hardware technology, considering factors such as location, audience, size and resolution to deliver eye-catching advertising content. Quality, reliability, and sustainability are critical aspects that are considered while choosing the hardware.

Dynamic Content Capabilities:

Advertisers can use BackLite’s dynamic content solutions to create engaging and interactive campaigns that are more effective in capturing the audience’s attention. Advertisers can use dayparting in campaigns to target specific audiences by displaying different content at different times of the day.

Content management platforms allow easy integration of real-time data in digital content, which can be published across multiple screens and locations. Networks process and analyse real-time data based on different parameters, which can promote actions such as changes in content and schedule.

Some examples of dynamic content campaigns produced and executed by BackLite Media include:

- Weather and news updates

- Social media feeds

- Sports scores and news

- Countdown to events and TV shows

Audience Measurement: Audience measurement platforms are tools used to measure impressions and engagement of OOH advertising campaigns. These platforms provide detailed information about audience demographics, attention time and engagement patterns.

With the advancement in artificial intelligence and machine learning, computer vision technologies collect data based on detections of the number of people who are exposed to Digital Out-of-Home (DOOH) advertising. This data can be used to deliver highly targeted advertising content based on the audience’s demographic.

Geolocation platforms use data from mobile signals to track the location and movement of people to generate insights about the audience.

Automation allows content management platforms to ingest audiences to generate campaign performance reports.

What are some technological challenges that face the industry and how is BackLite overcoming these challenges?

Challenges:

Security: DOOH displays are vulnerable to hacking and other cyber-attacks. BackLite takes security measures to protect the networks and system, which include:

• Multiple authentication layers and limit access to authorised personnel

• Periodic update of software (operating system, content management system and 3rd party applications)

• Firewall to control incoming and outgoing network traffic.

• Regular monitoring of logs and network traffic.

Integration with 3rd party systems: Content management systems need to be integrated with other technologies, such as audience measurement tools, programmatic platforms, and real-time data sources. BackLite performs integration testing in a controlled setup before deployment to the production/live environment.

Data privacy: DOOH systems collect data from people who are exposed to advertising or interact with the displays. BackLite partners with solution providers who comply with data privacy regulations to ensure data is collected and stored securely.

SNICKERS

When Saturday became the new Friday.

Snickers’ used our digital screens in Dubai to express what we were all thinking!

7 TH DECIMAL

STREACH

What are some challenges that you’re working to overcome at the moment?

Having been in the market since 2020, I would say that Seventh Decimal overcame some significant challenges in terms of spreading awareness and getting the endorsement of major stakeholders on the measurement methodology.

Now that Streach is rolled out and is heavily used by the industry, some new, yet smaller, challenges emerged that we are focusing on, such as:

1. Remaining relevant in what we are offering to all stakeholders.

2. The level of customisation on the system.

3. Its interoperability and connection with other ad tech (like DSPs/SSPs) or trading desks, among others.

Additionally, I would also like to highlight that some challenges exist in the industry that impacts us as a measurement system but are beyond our capacity to solve solely, and that is why we invited stakeholders to a round table on a technical committee to discuss those challenges and prioritise them based on the industry demand.

I believe that you’re creating a technical committee. Would you please tell us a bit more about this? How is the formation of the technical committee progressing?

Oh yes, indeed, a technical committee to launch a JIC (Joint Industry Currency) was created and includes representatives from the media agencies (MCN Group, Publicis Media Group and OmnicomGroup) and media owners (Al Arabia, BackLite Media, Elevision, Hypermedia, and MPN).

The technical committee will have to take collective decisions to standardise, enrich and empower the existing OOH media measurement system.

The topics of the round table include:

• Standardisation of Ad formats

• OOH Inventory naming conventions and unique identifiers

• Metrics Nomenclature, definitions, and calculations

• Transit and place-based media

• Introduction of additional qualitative metrics

We were extremely happy with the warm welcome that stakeholders showed to our initiative, supporting us in driving a mid to long-term roadmap for the OOH media measurement system in the UAE.

What are Seventh Decimal’s plans for 2023?

2023 is the year when advertisers will start looking at OOH measurement and data, analyse their campaign’s performance, rethink their OOH strategies. Consequently, we are forecasting major growth in the industry.

In 2023 we will continue to support agencies and advertisers in their efforts to highlight the potential of OOH; Through the measurement data of Streach (Reach/Frequency/Impressions), advertisers can now accurately model and fairly value the contribution of OOH to their overall media mix and assess their ROAS. Seventh Decimal will extend its support to provide data for agencies with the ultimate goal of increasing the OOH’s share of the omnichannel marketing spend.

One such initiative is the partnership between Seventh Decimal, BackLite Media and Reprise/MCN Group, which we announced a few weeks ago, to collaborate for studies dedicated to the understanding of OOH’s return on ad spend (ROAS) across MCN brands.

BY MAUD MOADWAD CEO & FOUNDER SEVENTH DECIMAL

ADVERTISERS ARE ECSTATIC WITH TRAFFIC

Leverage the increasing traffic on Dubai’s most iconic and busiest road for maximum ROI

Dubai is known for its bustling streets, and 2022 was no exception. Traffic in the city has increased recently, but this is good news for Out-of-Home (OOH) advertisers. In 2022, our billboards saw record-high impressions, with millions of people seeing our billboards each month.

Last year, motorists in UAE cities lost an average of 22 hours due to traffic, according to the 2022 Global Traffic Scorecard published by mobility analytics firm Inrix Inc. The research focuses on metropolitan areas to evaluate traffic congestion. According to the data, the 22 hours drivers spent waiting in traffic was a 54% increase from 2021. The increase in traffic has been attributed to several factors, including the city’s growing population and the influx of tourists.

While traffic congestion can be frustrating for some, it has excellent advantages for OOH advertisers, as more people are exposed to their ads. By understanding consumer behaviour in traffic, brands can target their advertising efforts to reach a broad audience and maximise their return on investment.

After reading the traffic volume increase report, we decided to look at our own data on BackLite Intelligence. Unsurprisingly, our media saw a considerable surge in impressions in 2022 during Dubai’s peak tourist season. Our static unipoles on Sheikh Zayed Road saw over 150 million impressions and over 30 million pass-bys during October alone.

The significant increase in impressions is a testament to the effectiveness of OOH advertising. This is especially true in a city like Dubai, where people are constantly on the move. We are proud to have seen such success thus far, and we look forward to continuing to reach more people in the future.

WRITTEN BY ANDREA OSBURN

MANAGER

MARKETING

TRAFFIC VOLUME CREATES IMPRESSION SURGE

54%

Our billboards in Dubai have seen record-high impressions.

Predicting

TRENDS

- Dave Water -

AI PREDICTS THE FUTURE OF THE OOH INDUSTRY

Artificial Intelligence (AI) is rapidly changing the way we interact with the world. From automated customer service to powerful data analysis, AI is reshaping the way many businesses operate. More importantly, AI is opening up new opportunities for marketing and advertising professionals, enabling them to reach their customers in more personalised and efficient ways than ever before.

the future isn’t magic it’s artificial intelligence.

Out-of-Home (OOH) is expected to undergo significant changes due to the introduction of Artificial Intelligence (AI). AI-powered algorithms have the potential to improve targeting by analysing consumer data and creating more personalised ads and messaging. The use of AI can also enhance efficiency by automating the process of buying and selling OOH advertising inventory. Additionally, it can help measure the effectiveness of OOH advertising campaigns, including tracking consumer behavior and providing data on how many people interacted with the ads. The implementation of AI in OOH advertising can also create new opportunities for engagement and creativity by enabling new formats such as interactive digital displays and augmented reality experiences. As AI technology continues to advance, it is likely that the OOH industry will experience even more innovative and impactful uses of AI.

BREITLING

A giant on the National Basketball Association (NBA) courts and now a giant on our billboards: Giannis Antetokounmpo, the two-time Most Valuable Player, all-star, and championship winner, has recently become the latest face of Breitling.

The luxury watch brand took to our billboards on Sheikh Zayed Road to showcase their iconic Navitimer alongside the legendary sports star.

SOFTWARE

TAKING THE GUESSWORK OUT OF ARTWORK

Recently BackLite partnered with Neurons Inc., a neuromarketing research company specialising in using neuroscience and behavioural science to understand consumer behaviour and decision-making processes. Neuromarketing research uses EEG and other techniques to measure brain activity in response to marketing stimuli. Their suite of neuroscience tools is called Predict, a cloudbased attention prediction AI.

Predict AI is built on consumer neuroscience data measuring:

+120K

reactions of high-quality eyetracking technology

+100B

data points of eye movements and brain responses

Coupled with data from 120K reactions to high-quality eye-tracking technology, as well as over 100 billion data points of eye movements and brain responses, Predict AI has become remarkably accurate — reaching 95% accuracy for its models. Visual heat maps, fade maps, and benchmarks can all be conveniently accessed from within Predict. Because of this, BackLite are better equipped to effectively target, empathise and influentially forecast attention on our platforms.

This solution estimates the performance of a campaign’s creative through various image processing functionalities, producing a heatmap (static or video). The tool is based on a deep machine learning model and is designed to help advertisers understand whether their OOH creative is likely to attract the right amount of audience attention in the right places. BackLite can provide saliency heatmap reports to its advertisers before the campaign to identify elements such as call-to-action and branding for improvement, to increase message memorability, recognition, and effectiveness.

DESIRABLE BY CARE

And it shows – in our close, long-standing client relationships.

WE UNDERSTAND THAT QUALITY MATTERS

Quality matters. We deliver it with personalised service, clever strategic thinking and meticulous attention to detail.

Transforming creative concepts and ideas into captivating outdoor campaigns that make you go OOH!

Even as the oldest medium, outdoor advertising will never be outdated. It remains one of the most powerful forms of advertising used by companies worldwide – both large and small – to promote their brand and generate media coverage. A successful outdoor campaign not only accomplishes what regular signage does but will also make your brand the topic of discussion. It’s a power worth investing in.

Gaining the attention of the majority of the population is a difficult task for many OOH ads and the brands behind them. To succeed in today’s oversaturated markets, brands must create innovative and impactful ad campaigns. Branded by BackLite promises to take brand visibility to the next level by offering brands the opportunity to showcase their creative concepts on Dubai’s most iconic and busiest road, Sheikh Zayed Road. Using unique avenues, brands can create bespoke billboards that stand out.

One of the critical advantages of OOH media is the limitless creative options it offers. Brands can choose from various options, including dynamic cut-outs, special builds, and neon lighting effects, to make their outdoor campaign stand out. With the help of BackLite’s team of experts, brands can bring their ideas to life and create eye-catching billboards that capture the attention of their target audience.

Branded by BackLite has already garnered interest from leading brands across various industries over the years, including luxury perfumes, restaurants, FMCG, and automotive, to name a few. With the ability to create bespoke billboards that capture the attention of their audience and the benefits of OOH advertising, Branded by BackLite is poised to be a game-changer in the outdoor advertising industry in the UAE.

Say hello to a whole new level of creativity and impact!

WRITTEN BY KAREN BARBOZA SENIOR MARKETING EXECUTIVE

MCDONALD’S

McDonald’s is among the initial clients of the recently launched “Branded by BackLite” initiative, which enables the brand to dominate the media landscape along the famous Sheikh Zayed Road with a captivating Ramadan campaign.

The fast-food chain tookover a BackLite unipole to showcase its messaging with a unique illuminating effect on the McDonald’s logo during the night.

DOOH + SOCIAL MEDIA: A WINNING COMBINATION FOR CAMPAIGN SUCCESS

As the way we consume media content continues to evolve in the digital age, OOH advertising has been forced to adapt in order to remain relevant. In today’s world of instant gratification, where waiting is no longer an option, advertisers need to find innovative ways to capture the attention of their target audience. This is where the complementary relationship between DOOH and mobile comes in, as a powerful tool to drive successful campaigns.

OOH has evolved, not through the laziness of the modern human; but through the benefits of the digital media world; dynamic relevance, immediate action, and robust data providing targeted and relevant messaging.

DOOH allows you to react; it takes an always-on strategy and gives it a dynamic relevance and thus will enable you to be more creative and engaging with your messaging. Great recent examples are “Just Do It” moments with Nike; as soon as an athlete breaks a record, wins a medal, or does something out of the ordinary, Nike can broadcast it to the nation.

Millions will then see their creative message and athlete association; this can be published across all channels; social sharing has amplified the impact, but only if the content is worth sharing.

The complementary relationship between OOH and mobile has accelerated and evolved giving brands access to more creative and targeted opportunities than ever before.

That brings me to content, OOH, digital or otherwise, will live and die by the creative it displays. My favourite campaign of 2022 was the adidas campaign I’m Possible. Not just because they used The Triple Crown (it does help) but because of the entire process of launching such an idea. As a multi-media campaign, it tapped into social, radio and Out-of-Home (OOH), but with Digital Out-of-Home (DOOH) enabled User Generated Content (UGC).

It gave women in The Middle East a voice, inviting every woman in Dubai to inspire the region, to see impossible as I’m possible. Through social media, adidas invited the woman of Dubai to share photos of what sports mean to them and their story of turning impossible into I’m possible every day.

Every post shared, irrespective of the sport, was displayed on The Triple Crown in real-time. Each billboard, in return, became countless pieces of social content, starting conversations about making sports more inclusive. The earned media for the campaign was massive, with a reach of over 250 million and covered in over 25 different countries.

Digitisation has made this high-reach medium more accessible than ever before. The future is bright.

WRITTEN BY JAMES HARRISON CHIEF OPERATING OFFICER

OUT OF HOME

A NATURAL HOME FOR GREAT CREATIVITY

Creativity is a crucial differentiator of OOH, as emphasised by Serena Abi Aad, Creative Director at Havas Middle East, and James Harrison, COO of BackLite, during their panel titled ‘Out of Home - A Natural Home for Great Creativity’ at the World Out of Home MENA Forum 2023 in Dubai.

WITH SERENA ABI AD

CREATIVE DIRECTOR HAVAS MIDDLE EAST

I’d like to start by introducing my favourite campaign of 2022, the adidas ‘I’m possible’ campaign; it was such a visceral message; it was displayed so beautifully and portrayed so well. Serena, what went into the planning process?

There are two things to look at here. At Havas, we work very hard to create purposeful campaigns and try to push the boundaries of creativity and the medium. We love it when we’re able to bridge digital and outdoor in a way that is organic and meaningful for the campaign. When Havas received a brief to celebrate women in sports, we wanted to push the boundaries of creativity and the medium by bridging digital and outdoor in a meaningful way. Rather than just showcasing elite athletes, we aimed to celebrate real women who do even a 15-minute workout, inspiring women to see themselves as athletes. We drew inspiration from the women sharing their workout photos on social media. We decided to put them on billboards on Sheikh Zayed Road in Dubai, making them feel like celebrities, giving them the recognition they deserve. We even invited them to take a picture under these billboards to share on social media, making the campaign go from social to outdoor and back to social.

I was fascinated by the campaign’s involvement and engagement. Regarding content for specific regions, do you consider cultural differences and tailor your ads accordingly? Do you avoid a one-size-fits-all approach to ensure the ads are relevant and effective?

Context and cultural awareness are essential in advertising. The success of the I’m Possible campaign in the region was due to its relevance to current matters, such as women in sports and empowerment. Understanding the culture of the target audience is crucial, as it can greatly affect the campaign’s effectiveness and be positively received by consumers. For example, in the Arab region, studies show that many women are uncomfortable wearing swimsuits in public, making cultural sensitivity particularly important.

Yes, relevance drives attention and engagement, which was evident in the I’m Possible campaign. Selfies next to billboards were a huge success. Regarding the out-of-home options, apart from the adidas campaign, what are the possible complimentary options for creative in out-of-home that work well with other mediums?

As a creative director, I find out-of-home advertising fantastic. Coming from a film background, my initial thinking was always “film, film, film,” but I’ve now discovered and experienced the immense power of OOH campaigns. It provides a real, beautiful stage for brands to connect emotionally with their audience, much like going to a live concert. It has a wow factor and real connection that is different from the virtual world on your phone or TV.

James

James

Serena

Serena

James

Serena

To create that “wow” factor with out-of-home advertising, it’s important to have impactful and personalised content that drives emotion, rather than just a big display. The adidas campaign is a great example of this, as it creates a more connected emotion towards the brand through its content. It’s all about content and context over size.

100%. You asked what outdoor can do to creativity, but we can also think, “what can creativity do to outdoor?”. The creativity angle, and hence the content, is not just about being out of home; it’s also about what you’re doing with out-of-home. Creativity can transform out-of-home from a mere placement to an emotional message that resonates beyond its location.

Creative is key to the success of Out of Home. What are the specific challenges you face as a creative agency? How does outdoor challenge you?

As a creative agency, we face quite a few challenges with outdoor advertising. The speed at which you need to capture the audience’s attention on billboards, such as on Sheikh Zayed Road, is about two seconds, which is a big challenge. Additionally, interactivity is limited because, in most cases, you can’t engage with a billboard, especially if you’re driving.

So, with only two seconds to grab someone’s attention, it’s crucial to have a deep understanding of your audience.

Absolutely! To effectively reach your target audience in short time, you need to think about who they are, where they are, and what message will resonate with them in just a few seconds. Less is more! The Adidas campaign is a good example of this with just “I’m Possible” as the message. We decided to keep it simple because the message was strong enough on its own.

James Serena

Serena

James James

Serena

When it comes to out-of-home advertising, the big branding impact is important. The priming effect of out-of-home can lead people to search for a brand or react to an online ad.

The region has made strides in obtaining credible data. While spreadsheets are useful, they won’t win a Cannes Lion. As a creative agency and consultant, do you incorporate data into your process?

Data fuels our work. You can’t say, “to heck with data; I don’t need it”. It makes your campaign remarkable and relevant. Around 10% data-backed insights are utilised in the ideation phase, and postcampaign to convince advertisers. Advertising is the science of storytelling, and good creative cannot be separated from data.

Do you receive responses from clients sometimes saying that the creative/idea didn’t work? What are the reasons they’re giving you behind data? Do they come back with challenges for you to adhere to?

Some clients are hesitant about out-of-home advertising because they believe it’s not measurable. I disagree and think the earned media potential, virality, and shareability of a campaign are valuable. Out-of-home advertising has the potential to create such buzzing campaigns to create brand love and awareness, and even if sales aren’t directly linked to it, the impact and recall are significant.

As an industry, we’re currently exploring how to create a high level of emotional engagement. Traditionally, impressions have been counted the same way, whether it’s a hoarding, unipole, or lamppost. However, we’re now looking into new metrics to measure the added engagement that digital offers. So, when planning, do you think the size of the display is important?

Again, It depends on the objective of the campaign. Sometimes it’s the number of displays, and sometimes, it’s one display in a remarkable location.

James

James James

Serena

Serena

Serena

THE AWARD WINNING TRIPLE CROWN

Havas Middle East and Adidas took over The Triple Crown with its “I’m Possible” user-generated content (UGC) campaign and won “The Most Creative Campaign Award“ at The DPAA Global Summit.

Adidas campaign showcased on The Triple Crown on Sheikh Zayed Road in March 2022

ALL STORIES SHARED BECAME BILLBOARDS, REACHING 250M+ PEOPLE.

IT’S TIME TO THINK OUTSIDE THE BOX

Forced Perspective 3D or FP3D is a technique that employs optical illusion. It manipulates human visual perception using scaled objects and the correlation between them and the vantage point of the spectator or camera. It’s not just an advertisement; it’s a visual experience.

FP3D content is a specialised form of 3D content that appears distorted or elongated when viewed from certain angles but appears normal when viewed from a specific viewpoint or through a camera lens with a particular aspect ratio. This technique has become increasingly popular in advertising due to its eye-catching and attentiongrabbing qualities.

At BackLite Media, we collaborate with creative partners from around the world to help our clients deliver immersive campaigns on some of the most prestigious digital screens in Dubai and Abu Dhabi. This unique and innovative approach has attracted many brands to come up with engaging ways to draw people’s attention to the advertisement and make them curious about what it’s promoting.

FP3D content is a powerful tool for advertisers looking to capture people’s attention, create a unique and memorable experience and make their brand stand out. By creating unique and eye-catching visuals, they can draw people in and create an indelible impression that will stick with them long after seeing the advertisement.

WRITTEN BY DEAA ZARAREY LEAD CREATIVE

RIOT GAMES

VALORANTS’ HARBOR IS TAKING OVER ONE OF THE WORLD’S COOLEST CITIES

FP3D is the current craze and trend when it comes to advertising and Riot Games joined the party with an incredible ad on The View @ The Beach JBR in Dubai.

The ad is split between two different screens. In one, Harbor can be seen showing off his abilities and waving at curious bystanders. After a few seconds, he shoots a water-based ability onto the other screen, revealing Valorant’s branding for people to see.

Scan the QR code for more details on this execution.

Scan to see the video

THE VIEW @ THE BEACH – PART OF THE BACKLITE DIGITAL DESTINATIONS

DESIRABLE BY COMMUNITY

At BackLite, we are committed to supporting charities that align with our values and have a positive impact on our community.

BACKLITE 26

SUSTAINABILITY

“is not an option, it’s an obligation”

We understand the importance of community and the impact that businesses can have on the environment and society. To be carbon neutral by 2026, we prioritise environmentally friendly practices and actively work to reduce our carbon footprint.

A VISIONARY STRATEGY TO ATTAIN ABSOLUTE CARBON NEUTRALITY BY 2026

We strive to create sustainable and responsible advertising solutions that not only benefit our clients but also positively contribute to the communities in which our sites are located. We prioritise environmentally friendly practices and actively work to reduce our carbon footprint. We also actively support and partner with local organisations and initiatives that align with our values of community and sustainability.

While we can’t address and fix every issue overnight, we have made it our mission to be completely carbon-neutral by 2026, our 30th anniversary.

We have begun taking small but significant steps towards this goal, offsetting our carbon omissions for 2021 & 2022 (securing our Carbon Neutrality certificate along with Verra issued certificate), removing all single-use plastic from the office and continuing the recycling of our vinyl posters. To assist in the process, in 2022, we began working with Olive Gaea to recognise further decarbonisation opportunities that are available to us.

Olive Gaea is a company pioneering carbon neutrality in the MENA region. With over two decades of experience across multiple industries and the social sector, their founders have shaped their passion for scalable impacts that align with their values and contribute to a sustainable future.

WRITTEN BY CHAFIK TAHRI DIRECTOR - PROJECT AND OPERATIONS

At BackLite, reducing our carbon footprint is of great importance to us. We understand the importance of community and the impact that businesses can have on the environment and society.

GULF FOR GOOD

DIGITAL ICONS – PART OF THE OUTDOOR COLLECTION

Founded in 2001 under the patronage of His Highness Sheikh Ahmed Bin Saeed Al Maktoum, Gulf for Good raises funds through adventure challenges to support underprivileged children around the world.

CHARITY PARTNERS

BY LANA THERESE ALRICHAN DIRECTOR OF MARKETING, GULF FOR GOOD BOARD

WRITTEN

WHAT ARE YOUR PLANS FOR 2023?

We have some amazing news about three major initiatives we are driving in 2023:

• New Challenges to incredible destinations (including Mt Kenya and Rakaposhi Base Camp, Pakistan) along with our bucket list challenges, Kilimanjaro and Machu Picchu, just to name a few!

• Volunteer Challenges on the back of our 2022 Sparkle Foundation, Malawi Challenge success, we have introduced two new skill-based volunteering challenges for you to spend time giving back to these fantastic projects in Pune, India and Nepal.

• Back to Cycling! Say hello to our Namibia Cycling Challenge, which is made for all on-road and off-road cyclists who want an incredible new adventure off the beaten track!

Along with these international challenges, we have a full calendar of hikes and local training to get all challengers fitness ready! We run various training sessions throughout the year and our Hiking for Good programme (between mid-Oct to mid-Mar) that we encourage all to participate in before the challenge.

What is Gulf for Good hoping to achieve this year?

We have set a significant new target of AED 2 million, with the aim to bounce back from the pandemic with more destinations, stronger corporate partnerships and continued growth of our Annual Charity Ball (in terms of both attendance and fundraising efforts). Through corporate partnerships, we aim to drive more awareness and fundraising to double the number of children we support in 2023.

What are some of the positive outcomes of partnering with BackLite?

BackLite is critical as they are supporting us in both brand awareness (through their mass media platforms) and embracing everything GFG by joining us for a private challenge to Kilimanjaro. BackLite and Gulf for Good are aligned with the UAE’s fitness and wellbeing goals as we come together to challenge ourselves while helping children all around the world!

DESIRABLE BY ASSOCIATION

They say you’re known by the company you keep. And this rings true for brands, as well as people.

We’re selective about the brands we showcase on our sites, to ensure you’re seen alongside those that strengthen yours.

THEY SAY YOU’RE KNOWN BY THE COMPANY YOU KEEP

WORLD OUT OF HOME ORGANIZATION

What are the World Out of Home Organization’s goals for 2023?

To continue to connect, celebrate and elevate the world of Out-of-Home (OOH). However, we will be looking to help drive sector growth across the industry by encouraging collaboration both globally and locally.

This year we will be putting a spotlight on the issue of sustainability across the OOH eco-system through our newly formed task force to be led by WOO Board Member and BlowUp Media CEO Katrin Robertson. Our aim will be to increase our global presence in areas where we have not traditionally been strong, including MENA, but also South East Asia, Greater Africa and Latin America.

How was the MENA Forum you just held in Dubai. Did it achieve what you wanted it too?

We couldn’t have wished for a better MENA Forum. The quality of the speakers, including James, was tremendous with really invaluable advice and tips for competing better and harder in an always challenging regional and global media market. We really couldn’t have hoped for more. And, possibly even more important, it was an incredible chance for an industry across a huge and diverse region to come together, share their experiences and make common cause so we can move on strongly together. From a WOO perspective we received an amazing welcome, one which made us proud to play our part in a wonderful media industry.

What events do you have planned for the year?

The MENA Forum is followed by our Lisbon World Congress - June 7th-9th, 2023 which is our flagship annual event which we believe will be the biggest ever attracting over 500 delegates. We aim to round off the year with another Regional Forum like that held in Dubai - probably in November. We also run a regular programme of member webinars and monthly global calls details of which are published in our weekly newsletter.

What would you like to see in the OOH industry in the coming years?

Greater collaboration in the industry through active support of trade associations including greater sharing of best practice from across the world. Overall Sector growth with OOH taking a greater percentage of overall media spend would be the ultimate sign of success. This will be supported by us working more closely together as an industry on key areas including measurement and sustainability.

BY TOM GODDARD PRESIDENT & EXECUTIVE CHAIRMAN WOOH

FIFA WORLD CUP 2022, THE ULTIMATE SHOWCASE OPPORTUNITY FOR BRANDS

The FIFA World Cup 2022 in Qatar was an incredible success, attracting numerous global visitors to Dubai. Official FIFA sponsors and many other recognised brands leveraged this once-in-a-lifetime opportunity to showcase their brands in the best way possible.

Brands in the region are constantly looking for new ways to leverage events and occasions for their promotions, and the much-awaited FIFA World Cup 2022 was a great example of how they aligned their marketing efforts with these events.

We saw examples of how brands tapped into the heightened consumer interest and engagement surrounding them through the busiest and most premium locations in Dubai.

While Hublot’s campaign with Kylian Mbappé as the official timekeeper was prominent, many other brands seized the chance to leverage the star power of global icons.

With Cristiano Ronaldo’s various appearances, including a suit for Sacoor Brothers, an orange tracksuit for Talabat, and a memorable battle of chess with eventual player of the tournament Lionel Messi to endorse Louis Vuitton’s “Victory is a state of mind” luxury travel campaign on Dubai’s most influential advertising location - The Dubai Triple Crown, to South Korean football star Son Heung Min presented Gentle Monster’s BOLD Collection on The Dubai Gateway.

WRITTEN BY PAULA CAROLA MARKETING EXECUTIVE

FIFA WORLD CUP 2022

LOUIS VUITTON

Football superstars Lionel Messi and Cristiano Ronaldo endorsed Louis Vuitton’s “Victory is a state of mind” luxury travel campaign on Dubai’s most influential advertising location.

FIFA WORLD CUP 2022

The Triple Crown by BackLite is strategically positioned between Dubai Marina and Downtown Dubai on Sheikh Zayed Road, with over 300,000 cars passing every day.

FIFA WORLD CUP 2022

SACOOR BROTHERS

DIGITAL ICONS – PART OF THE OUTDOOR COLLECTION

Sacoor Brothers promotes its association as the Official Fashion Partner for the Portugal Football Federation in conjunction with FIFA World Cup 2022 by leveraging our digital screens.

Miu Miu flaunts its new bag collection: refined, timeless silhouettes with luxurious details and contemporary designs on our unmissable screen located near City Walk in Dubai.

This gigantic digital screen complemented by its premium location, reached affluent visitors and residents on the road.

TIFFANY & CO.

THE DUBAI JAWHARA - PART OF THE LANDMARK SERIES

22-02-2022 marked the launch of our one-of-kind digital billboard, The Dubai Jawhara. We were honoured to launch with Tiffany & Co, David Yurman and IWC Schaffhausen as the first brands to grace our new screens. The screens are optimally situated next to the much-anticipated Museum of the Future

CHARLES & KEITH

THE LANDSCAPE GALLERY - PART OF THE OUTDOOR COLLECTION

Actress Cynthia Samuel is the star of Charles & Keith’s “From Dusk to Dusk” campaign on our elegant, architecturally designed unipoles. The brand’s Ramadan campaign expresses the intangible values celebrated during the Holy Month.

MERCEDES-BENZ

The Curve @ Al Qana launches with Mercedes-Benz AG’s EQ Ramadan-themed campaign.

Mercedes-Benz EQ steps towards a climate-neutral future by innovating intelligent electric mobility.

THE CURVE @ AL QANA - PART OF BACKLITE DIGITAL DESTINATIONS

SELFOLOGI

THE PORTRAIT GALLERY - PART OF THE OUTDOOR COLLECTION

Confidence that shows, inside and out!

PRADA

THE LANDSCAPE GALLERY - PART OF THE OUTDOOR COLLECTION

Promoting a wide range of silhouettes and colors: from the refined Prada Cinéma stylesto square Prada Monochrome frames, from the dramatic design of Prada Minimal Baroque sunglasses to the rectangular, contemporary silhouettes of Prada Ultravox frames.

As the Founder and Chairman of BackLite Media with 27 years in the UAE and over 50 years of experience in the OOH market globally, I have seen many remarkable changes and shifts in the industry. Throughout my time, I have witnessed the rise of new technologies and changing consumer behaviours that have impacted our business in ways we never imagined.

Despite these challenges, I am proud to say that we have remained resilient and adaptable. We have continued to innovate and provide high-quality products and services to our customers while remaining true to our core values and principles. The launch of The Triple Crown marked a significant milestone for myself, BackLite and the OOH advertising industry in the region.

Reflecting on my time as Chairman, I am grateful for the dedicated and hardworking employees, partners, and stakeholders who have made our success possible. Looking ahead, I believe OOH will continue to evolve and transform in ways we cannot predict. However, I am confident that our organisation has the knowledge, expertise, and determination to innovate and thrive in this everchanging landscape.

In closing, I want to express my gratitude to everyone who has been a part of our journey. It has been an honour and a privilege to serve as your Chairman, and I look forward to continuing to work together to achieve our goals and contribute to the growth of BackLite and the OOH market in the UAE.

Mr. Bengt Bendeus Founder and Chairman BackLite Media