Campaign Middle East - OOH Edition 2024 by Motivate Media Group

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October 30, 2023

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October 30 2023

INTRODUCTION

s Campaign Middle East put together this latest edition of our popular Out of Home issue, I started paying far more attention to billboards. Of course, I have always noticed billboards on the side of roads, driving at speed and, more frequently, crawling in traffic jams. But I began looking not just at the ads themselves but also at the companies that owned the billboards. Media247, MPN, Backlite, JCDecaux to name just a few. There are some big names in the world of OOH. However, you don’t need to drive around inspecting billboards to know that this is an industry of heavyweights. Just look at the content on the forthcoming pages, particularly the large ads and inserts taken by some of the big players. OOH is definitely an industry beating its chest and shouting “Look at us”. OOH is more than just billboards, as we all know. The Metro, sides of buses and taxis, airports and inside malls, the industry is going increasingly hi-tech in terms of digital ads and measurement. Indeed, it is a thriving industry that is moving into a new era, which is important to stress when so many others claim to be doing the same thing. As we know, billboards are the oldest form of advertising. But it is shaking off its old-fashioned image and moving with the times, thanks to advancements in technology. For example, QR codes on OOH advertising are making it easier to direct viewers to more information. Digital OOH is also proving to be an exciting medium for brands and offers great potential. What was really encouraging was a recent announcement by TikTok, one of the most innovative and ‘cool’ social media platforms, that it was launching an OOH campaign of its own. The social media app is introducing a new OOH ad solution called ‘Out of Phone’. The feature will enable brands to use TikTok content on billboards, within in-store displays and cinema promos. Brands can replay clips on a range of new surfaces, expanding the exposure potential of their promotions. Another feature allows advertisers to bring engaging content directly to their audiences on their global networks and screens. That includes bars, restaurants, airports, gas stations and retail stores, which shows the true versatility of OOH. On the coming pages, we highlight just how exciting the industry is with a great selection of interviews, insights and industry snapshots. Technology is a big theme and we include commentary on the increasing use of data and AI, along with programmatic outdoor advertising. We also look at the other side of the equation, and the great creativity that goes into OOH. There are so many global examples of really smart campaigns and the Middle East can learn a lot from having this wide perspective. It’s a dynamic industry going through a lot of change. Brands continue to go big (is there any other way when it comes to OOH?) and there are so many really smart campaigns happening all around us. Danube uses OOH so effectively for its property marketing, while McDonald’s trusts its brand and OOH so much it recently created billboard visuals without even so much as a logo. As an important part of the advertising universe, it’s heartening to see OOH remain big, bold, and sometimes beautiful.

JUSTIN HARPER Editor justin.harper@motivate.ae

Main Cover designed by Thokchom Remy

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Junior Web Reporter Ishwari Khatu Junior Reporter Sonia Majumder Editorial Intern Sarah Qaddumi DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

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October 30, 2023

Y BAD I’ll hold my hand up and admit to writing for this OOH guide in years gone by on the latest trends around the world in OOH media. From the advent of programmatic DOOH, to layering anonymised mobile data with OOH sites, to footfall and even eyeball tracking – I’ve heralded the influence of technology and its impact on OOH media. What I’ve overlooked in this whole endeavour though, is that the beauty of outdoor media is in its very existence. Big, bold, and dominating. As cities emptied out their people (and the animals took over) during the pandemic in 2020, we became so obsessed with the bottom of the funnel that we failed to realise that brands were still using large format OOH to communicate; not to the footfall that was at the site location, but to the eyeballs that were fixed to the PR and amplification of these sites. BACK TO THE ICONS Since then, it’s very much been a case of a return to the icons. Times Square in New York, Piccadilly Circus in London, Shibuya Crossing in Tokyo and YoungDundas in Toronto – just some of the most recognised and sought after iconic billboards around the world – have all continued to thrive in this new age of technology-driven media. Interestingly, the key advancements affecting these sites have been trends which have simply banked on their iconic nature, namely 3D creative executions and livestreaming capabilities for major global events. Only if you had spent the past 12 months under a rock could you have

RETURN OF THE ICONS

Let’s just sit back and enjoy the overstated beauty of being big and bold, says The MediaVantage’s Manoj Khimji

avoided seeing 3D ads of larger-than-life sneakers or animals pouring out of the corner of a building from a giant billboard. Similarly, livestreaming your event on global landmarks like the Nasdaq Building in Times Square or Piccadilly Lights in London, effectively guarantees you major worldwide status and garners far more value in earned media than the paid media cost of that site. So kudos to the OOH site owners and the brands for recognising the capabilities of the media and using them to their best potential. The Sphere in Las Vegas has also launched this summer and the creative capabilities are yet to be seen in full flow but with 580,000 sqm of brandable surface area, the largest on planet Earth, it’s only a matter of time. KEEP THE CONVERSATION GOING But what next then for the icons of OOH? There’s a danger of reaching a saturation point, but there’s also an opportunity for media owners and brands to work together on developing the medium by perhaps adopting some of the technology that has traditionally been sought after by smaller site owners as a response to being competitive against the larger status symbol OOH sites. There’s certainly a natural progression into the integration of social platforms with the global icons, given that a significant portion of ad campaigns that end up on these surfaces are there to create a buzz through social and digital amplification more than the actual location of the site. Continuing the conversation beyond the paid media has always been an issue for the ‘big splash’ campaigns – especially

from the MENA region, where the battle for a voice on the global stage has been a challenge. The Sphere in Las Vegas has shown that there’s still very much a wow factor in being outstandingly large, so there’s definitely life in that old dog for some time yet, but when iconic sites are truly capable of enabling longevity in advertising campaigns through leveraging other media channels is when we might see the next incremental growth step. Until then, let’s just sit back and enjoy the overstated beauty of being big and bold, and having a ready-made solution to fast-track your communication on the world stage in an instant. By Manoj Khimji, Managing Director at The MediaVantage

One One System System ToTo Measure Measure AllAll OOH OOH

Streach measures OOH campaigns across all environments: roadside, destinations, place-based and transit media for static and digital OOH.

Streach today is endorsed by the majority of OOH stakeholders on both demand and supply side. 2695 planning jobs were created, 1648 campaigns were measured, for more than 576 clients using Streach info@seventhdecimal.com

October 30, 2023

Hypermedia’s expansion for a true impact in OOH lies in AI and data A

fter crossing a milestone in leveraging the power of the latest smart technologies with AI data analytics and real-time audience measurement to run hyper targeted campaigns, Hypermedia –a subsidiary of W Group – has been expanding this impact and scaling its network by clocking up key indoor and outdoor locations. This initiative didn’t start afresh. Hypermedia has already started rolling out real-time data measurement, in collaboration with Advertima, across Dubai Metro stations initially, then in malls and in-stores, and eventually throughout all indoor settings.

addition to its network; it’s a pivotal leap forward with a world-renowned shopping mall, as Reem Mall is Abu Dhabi’s signature retail, leisure, dining and entertainment destination. With a commitment to install, maintain and oversee Reem Mall’s expansive media network, Hypermedia boasts over 200 cutting-edge digital signages and promotional arenas in this

Bringing smart solutions and media contributions to Expo City Dubai’s OOH

In this regard, Hypermedia took a significant jump by securing the exclusive OOH advertising media rights of Expo City for the coming 10 years. Expanding its OOH media impact to this dynamic city marks a victory in the post-Expo 2020 era, embodying sustainable urban development and aligning seamlessly with the UAE’s growth vision. This hub of innovation, culture and education, welcoming a diverse global audience and retaining 80 per cent of Expo-built infrastructure, positions itself uniquely to harness media attention, offering avant-garde technology and media offerings. Hypermedia succeeded in commercialising this milieu by converting assets into tech-powered and smartly-driven experiential activation spaces, collaborating with DigitAll– the tech arm of W Group. Both have been establishing a robust data ecosystem that facilitates purposeful engagement between media suppliers, brands and their target audiences. However, this measurable impact has exceeded expectations as Hypermedia has been keen on providing consumer insights to advertisers within all indoor spaces, including retail environments, where a seamless connection between retailers and customers thrives.

Enabling UAE’s signature retail destinations with smart, cutting-edge technologies

In May, Hypermedia won the exclusive Out of Home (OOH) media rights for Reem Mall. This acquisition isn’t merely another

mall, a digital tapestry that not only underpins the company’s leadership in the UAE’s OOH advertising realm, but solidifies its regional stewardship in retail media and OOH digital transformation. The fusion of audience measurement and analytics with Hypermedia has birthed an ecosystem where personalised messaging and deals for every shopper are seamlessly in tune with individual preferences, all while being optimised and efficient. By synergizing Reem Mall’s state-of-the-art facilities with smart triggers, the DOOH expert is unlocking countless measurable marketing opportunities and empowering marketers to maximize their ROI. The arsenal of analytics tools promises credible, real-time reporting, showcasing metrics like audience traffic, impressions, qualified views, and view times. This validation of ad performance and the ability to discern top-performing ads marks a turning point.

René Bridge: an epic tech-led expansion

The strategic inclusion of the 13th digital bridge into Hypermedia’s prestigious “Z Gallery - Art of Media’’ is a notable stride, particularly due to its tactical position at

the entrance of Sheikh Zayed Road (SZR). SZR serves as the central artery of Dubai’s transportation network, connecting to a substantial audience comprising millions of individuals. These people encounter Hypermedia’s assets during their daily commutes to nearby residential and commercial communities, as well as while shopping in malls or hypermarkets. René, Z Gallery’s latest artist, an all-new digitized platform, allows businesses to connect with their audiences in a sustainable, interconnected DOOH ecosystem. This bridge carries more than 21 million impressions per spot, has over one million Unique Reach, and a Total Reach of 29.67 per cent, making it an exceptional platform for launching data-driven campaigns and achieving outstanding brand exposure, reach and Return on Advertising Spend (ROAS). Hypermedia leverages René’s digital capabilities to empower advertisers to showcase dynamic and interactive content, fueled by data measurement and analytics. In short, this iconic digital OOH landmark fuses cutting-edge technology, profound creativity and premium location to bolster the impact on SZR. “René stands as a notable achievement in our quest to revolutionize DOOH advertising. Blending art, technology and strategic positioning, provides brands an opportune moment to engage audiences and attain astounding measurable outcomes. Coupled with our innovative audience analytic tools, René’s strategic position will enable advertisers to craft data-powered and ROI-focused campaigns,” said Group COO Philip Matta.

Empowering UAE’s communities and key locations

As the company witnesses the tangible impact of its contributions to DOOH, it’s driven to elevate the stakes. In the near future, Hypermedia is expanding its network into uncharted territories in the UAE and beyond, strategically winning new communities and prominent locations. Its vision is to ingeniously disrupt and uplift these spaces into vibrant destinations, enabling seamless engagement between both brands and people through cutting-edge smart technologies.

167 cm

LEADERSHIP PANEL

100 cm

Founded: 2014 Owner: Wissam Traboulsi Headquarters: Dubai Number of staff: 13 www.blueshieldadvertising.com Info@blueshieldadvert.com 00971 4 578 5620

Fahad Al Ahbabi

Wissam Traboulsi

Managing Partner

CEO

BSA is headed by Wissam Traboulsi, who has more than 17 years of experience in the UAE market, across various media. BSA has specialised in outdoor advertising and out-of-home media placement for more than 9 years. The company claims to be the largest operator of outdoor media in out-of-home locations in the UAE. PROPERTIES: Dubai: 10+ hoardings on SZR; 3 LED SCREENS SZR; 10+ hoardings on KHAIL; Hoardings on hessa and dubailand Abu Dhabi: 3+ hoardings; 2+ building wrap.

OUR TEAM

Toni Ibrahim

Hanadi Omar

Ilha Ivanova

Mayda Lababidi

CSO

Media Director

Client servicing

Media Manager

With over 13 years of experience in the media industry, Toni was able to gain enough knowledge of OOH advertising and build good relationships with different parties within the field. His role will be to help formulate, facilitate and communicate BSA’s strategic initiatives and future goals.

Hanadi has been within the media industry for over 10 years and was able to prove herself in the market. As our media director she will be focusing on determining the best media strategies for our clients to meet their objectives and needs.

Ilha has been working in the client servicing departments for 5 years now, gaining enough experience to understand how to meet clients needs. She will support them in achieving their overall goals and objectives for successful campaigns.

Mayda has been in the media industry for 5 years now gaining experience in both digital and OOH media. As our media manager she will be working on enhancing both the client’s business and our business and by managing their campaigns.

October 30, 2023

INDUSTRY SNAPSHOT

WISSAM TRABOULSI Founder and CEO, BSA

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Technology has definitely played a major role in the evolution of Out of Home. To start with, we are investing in the latest top-notch printing technologies to make sure that our clients are provided with the highest quality creatives. On the other hand, technology allows us to work on ways to capture audiences’ attention and make clients stand out from the crowd with the introduction of CGI for example. Also, with Out of Home moving into digital formats, we can allow brands to better reach their audience through targeted messages and dynamic content based on the time of day, demographics, and other factors. Not to mention that technology enables brands to better understand their consumers through personalisation, measurement and analytical capabilities.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DIGITAL OUT OF HOME?

Digital Out of Home has allowed new brands to enter the outdoor scene due to flexibility, enhanced targeting, and measurement capabilities. With the introduction of programmatic buying, brands can target specific audiences at the right time at the right place with precise measurement of the out of home contribution to return on investment.

HAVE YOU SEEN A RECENT OUT OF HOME CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

This is a tough question, especially on the big formats recently due to the high demand and full capacity. Not to mention brands but real estate, telco, and FMCGs have been really taking Out of Home to the next level.

WHAT ARE CLIENTS ASKING YOU FOR?

Some clients look for impact to capture their audiences and focus mainly on ad recall. Others are more number driven and focus on measurement and return on investment by choosing the most strategic locations. We are sure that we are to be able to cater to all of their needs and requirements.

HOW CAN OUT OF HOME BE BETTER INTEGRATED INTO THE MEDIA MIX?

Many MMMs have been executed to show the contribution of Out of Home to the brands media mix. Although

OOH is impactful and contributes mainly to the upper funnel KPIs, it has proven to also affect sales and other lower funnel KPIs across different industries.

WHAT LEGISLATION OR REGULATION WOULD YOU LIKE INTRODUCED OR REMOVED AROUND OOH?

This matter has been perfectly managed by the UAE authorities in terms of creative approvals, bidding processes, and safety measures.

WHAT ARE YOU MOST LOOKING FORWARD TO IN THE NEXT YEAR OR SO?

My aim is to take BSA and Out of Home to the next level by introducing new strategic locations with advanced technology to cater to clients’ needs on the upper and lower funnel allowing them to create impact, target audiences, and allow them to measure the effect of out of home on their business outcomes.

WHAT IS THE LONG-TERM VISION OF BSA?

BSA’s vision is to take Out of Home to the next level with top-notch technologies in the static and digital formats, allowing clients to create impact, be top of mind, and allow them to achieve their business objectives. Our new formats will have unique designs that allow us to break through the clutter of Out of Home

“My aim is to take BSA and Out of Home to the next level by introducing new strategic locations with advanced technology to cater to clients needs” advertising while introducing state of the art mediums that cater to high end brands.

WHAT METRICS SHOULD CLIENTS USE TO MEASURE THE SUCCESS OF OOH?

There are several metrics to be considered as Out of Home is both an impact creator and a frequency builder. Reach is definitely one of the metrics that can be measured by capturing mobile IDs. Impact may lead to engagement that can be measured by traffic to a brand website and traffic to point of sale. Other metrics include brand awareness, top of mind, and definitely ROI as MMMs of different sectors have measured the effective contribution of Out of Home to lower funnel KPIs such as sales.

SZR - Jabel Ali

SZR - Gems School

H10

Facing Mall Of The Emirates SZR

Um El Shief SZR

Next To English Collage

Next To Dubai Canal SZR

Facing Burj Khalifa SZR

Facing Dubai Mall SZR

Facing Museum of The Future SZR

Facing World Trade Center SZR

LARGE FORMAT MEDIUM H1 H2 H3 H4 H5 H6 H7 H8 H9 H10

H11 H12 H13 H14 H15 H16 H17 H18 H19 H20

H11

Hessa Next Media Rotana Al Khail Hessa Umm Suqeim - Dubai Land Al Khail Dubai Mall Exit

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Al Khail Jaddaf towards Festival City Al Khail Jaddaf towards Festival City Al Khail Jaddaf towards Festival City Al Khail Umm Suqeim Al Khail Health Care City OUD Metha

H13

Business Bay SZR

H18

Dubai Mall Entrance SZR

Facing Museum Of The Future SZR

LED NETWORK L1 L2 L3

H3 L3

H14

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October 30, 2023

OOH Measurement: A journey of standardisation This has been a pivotal year in accelerating the measurement and data discussion on OOH, says Seventh Decimal’s Maud Moawad

he past four years have been an exciting journey for us in OOH measurement in the region. Streach today is endorsed by the majority of OOH stakeholders on both demand and supply side. 2,695 planning jobs were created and 1,648 campaigns were measured for more than 576 clients. Additionally, Streach has been instrumental in supporting Marketing Mix Modeling (MMM) exercises to provide a more comprehensive understanding of the impact of OOH advertising in the marketing mix.

“OOH measurement in our region has come a long way from counting cars to establishing a reliable currency that enables stakeholders to argue their value proposition”

Today, as we look into the future of the research, and in line with our mission to provide a universal and responsible audience measurement system, we are expanding Streach’s methodology to cover all OOH formats, including non-scheduled transit media, in-mall, and destination -based media. 2023 has been a pivotal year in accelerating the measurement and data discussion on OOH, specifically in the UAE, as we have launched a technical committee that includes representatives from media agencies and OOH media owners/ suppliers. The objective was to provide a platform to exchange and discuss potential enhancements to the currency and to set a roadmap for the research going forward. The technical committee grew to include 23 members acting in their corporate-representing capacity, and meeting once per month. Six taskforces were created based on a priority vote by the members to tackle the following topics: 1. Definition of OOH impressions: to agree on a unified definition of impressions for OOH that would answer the different use cases demanded by the market, such as CPM calculations, impression multiplier for pDOOH, differentiation of ad formats for econometric modelling, among others. 2. Standardisation of ad formats and unique identifiers: to set a framework for the naming and classification of OOH ad formats and to roll out a set of identifiers on all the available inventory for future use in programmatic buying. 3. Place-based media measurement: to support the measurement of indoor environments and destinations such as malls, supermarkets, and metro stations on a single-face level (static and digital) and as part of a wider OOH campaign (roadside + indoor). 4. Scheduled and non-scheduled transit media measurement: to support the measurement of bus shelters, buses, and taxis (digital screens and wrappers).

5. Qualitative metrics: to define and rollout additional OOH-centric qualitative metrics focusing on human perception and attention. 6. Improvements in data visualisation and reporting. As the work continues, Seventh Decimal and the JIC Technical Committee remain committed to align the industry around a currency that fairly represents OOH across the multitude of environments, and to continue to provide advertisers with the best set of metrics that would be at par with the most measurable media channels. OOH measurement in our region has come a long way from counting cars to establishing a reliable currency that enables stakeholders to argue their value proposition in an increasingly omnichannel world. We thank our partners: Al Arabia, Backlite Media, Elevision, Encyclomedia, Group Plus, Hills Advertising, Hypermedia, MPN, Viola Outdoor, MCN, Omnicom Media Group, Publicis Media Groupe for their continuous support and contribution, and we welcome all those that would like to join us on this journey as we shape the future of OOH measurement in the GCC.

By Maud Moawad, CEO of Seventh Decimal

October 30, 2023

n 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. 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

‘‘TO SUCCEED IN TODAY’S CLUTTERED LANDSCAPE, THEY MUST BE EXCEPTIONALLY SHARP AND DISTINCTIVE” sharp and distinctive. 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. 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. DOOH has seamlessly integrated into the advertising and urban landscape, while delivering pertinent, captivating and lasting messages to consumers, all while upholding their privacy. 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. 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. 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

MOVING BEYOND PANELS IN OUT OF HOME ADVERTISING The media is moving towards a screenbased environment tied to data and technology, says BackLite Media’s James Bicknell

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. 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. By James Bicknell, CEO, BackLite Media

October 30, 2023

Mazen Mansour is Data & Programmatic Lead at OMG MENA

THE WRITING IS ON THE WALL

Outdoor in MENA may have already taken a strong turn towards digital, it’s about to take another decisive one, writes OMG’s Mazen Mansour

“With better proof before and after the buy, in terms of data, measurement and attribution, programmatic outdoor aligns OOH advertising with modern client and agency expectations”

f beauty is in the eye of the beholder, for outdoor advertising, value is in the gaze of the passer-by. Measuring the audience of billboards and mupis has always had its own challenges but the rapid move to digital screens is increasing people’s attention levels. This subtle yet profound shift in the world of Out of Home (OOH) advertising holds the promise of transforming the industry in ways we’ve only begun to fathom. And fathom we must as there is more to come. In the MENA region, we’ve witnessed a remarkable leap in the OOH medium, thanks to large markets like Saudi Arabia, Egypt, and the UAE. The share of OOH in total media investments stands impressively between 20 per cent and 25 per cent, while in the USA and the UK, it hovers around a modest 3-5 per cent. The MENA region has fully embraced digital outdoor advertising. DOOH accounts for about 50 per cent of total OOH investments, exceeding the global average of 40 per cent. This remarkable growth isn’t mere accident; it’s the result of a new and compelling digital proposition driven by the region’s fast-growing technological infrastructure. It’s also got a lot to do with the rise of retail media, in which DOOH plays a significant role. These two fast-growing channels are merging, extending retail media performance in-store and turning OOH into a key performance channel. From a creative standpoint, the digital transformation of OOH has opened the door to exciting possibilities. Imagine ads that dynamically respond to the environment, changing with the weather or time of day, engaging viewers in ways traditional OOH never could. For advertisers, this means telling richer stories and forging stronger connections with their audiences. However, the appeal of digital OOH extends beyond its creative potential. It stands strong in terms of effectiveness as well. The ability to integrate real-time data and dynamic content ensures campaigns are not just visually appealing but contextually relevant. It’s a tangible step up that elevates the medium further in marketers’ minds and plans. The digitisation of media, including outdoor, has been a significant trend in the advertising landscape in MENA and across the world. Advertisers who invest in their brands value this transformation and see a promising future. However, while the success of digital outdoor advertising is undeniable, it still faces challenges in the region. Chiefly among them, the industry

yearns for standardised measurement and a unified buying currency that can offer consistency. All eyes are on what comes next: programmatic outdoor advertising. While still relatively new, programmatic outdoor advertising has the potential to be a game-changer. In MENA, programmatic outdoor advertising currently represents an even smaller fraction of the total OOH and digital outdoor investments, but this will only grow. Adoption will be faster if the key DOOH players build their infrastructure to make their inventory accessible programmatically and adopt one standardised measurement approach. This will justify marketers’ decision to bring new budgets to the medium on top of their current activity. Thanks to a lower entry point, it may even attract new brands. What’s further revolutionising this space is the emergence of DOOH demand-side platforms (DSPs) that offer a seamless, user-friendly way to launch dynamic campaigns, making programmatic DOOH a reality for advertisers. Communications with suppliers are simplified by the online marketplaces for DOOH services, which allow advertisers to easily select the right screens and deploy campaigns quickly, conveniently, and efficiently. Another core benefit of programmatic DOOH is the flexibility it offers in terms of audience selection, when to buy, start or pause. It also makes the medium eminently accountable. With better proof before and after the buy, in terms of data, measurement and attribution, programmatic outdoor aligns OOH advertising with modern client and agency expectations, which other digital media already offer. Lastly, programmatic DOOH brings about dynamic, data-driven campaigns that can be altered on the fly. What was the most static medium is quickly becoming dynamic, offering an ever-growing range of options to advertisers to address their marketing challenges. The path to programmatic DOOH is a journey, not just a destination. It marks a seismic shift in advertising, heralding a new era of creativity, flexibility, automation and targeting. This is a transformation that offers new opportunities for advertisers and promises a more relevant and responsive way to connect with audiences. The digital programmatic DOOH revolution is about to change the rules of engagement in advertising. This profound transformation may be slow, but it won’t be any less meaningful as relevant and desirable media experiences will attract people’s gaze and capture their attention.

October 30, 2023

he integration of data insights into Out of Home advertising is one trend that has been transforming the industry in the MENA region in the ever-changing advertising environment. Since 2020, this integration has become crucial and a need of advertisers, particularly in light of the pandemic and the increased exposure of digital advertising. Out of Home advertising has a long history in MENA, but the incorporation of data-driven approaches is driving it into a new era of efficacy and relevance. Data collection and analysis are essential in the field of Out of Home advertising, with a particular emphasis on measuring people, as this data is vital in assuring the precision and success of Out of Home campaigns. OOH advertising in the MENA region has experienced significant growth since the pandemic. According to recent studies, Out of Home advertising spend in the region increased by 176 per cent from $358 million in 2020 to $986 million in 2021. This growth is expected to continue, with outdoor advertising spend projected to reach $1.5 billion by 2024. This was affected by economic growth that helped in increased spending on advertising, followed by the definite rise of the digitalisation-shift, as well as the growth and emergence of the need to have audience measurement or media measurement to understand better the Out of Home landscape. The importance of audience measurement and data in Out of Home advertising continues to grow progressively in global markets over the past few years, where the evolution of data-driven practices in Out of Home advertising has led global organisations and industry associations to establish best practices and guidelines.

‘‘THIS DIVERSITY,

ALTHOUGH RICH AND DYNAMIC, PRESENTS ADVERTISERS WITH BOTH CHALLENGES AND OPPORTUNITIES”

The MENA region is composed of up of 19 countries, each with its own culture, language and topography. This diversity, although rich and dynamic, presents advertisers with both challenges and opportunities. It is necessary to first understand the dynamics of this complex region before delving into the function of data insights in this challenging zone. In MENA, data insights have become the hub of effective Out of Home advertising projects. Here’s how data is transforming the Out of Home landscape in the region: Data insights help advertisers to design highly localised advertisements that resonate with certain communities. Advertisers can adjust their messaging to be modern and relevant by analysing local preferences, cultural differences and current events. This level of personalisation enables marketers to interact with their audiences on a more personal level. Traffic patterns: Traffic patterns have an extensive impact on the success of Out

of Home advertising campaigns, and showcase dynamic and diversified landscapes. As development and economic growth lead to greater car ownership, major cities in the region, such as Dubai, Riyadh and Cairo frequently face considerable traffic congestion during peak hours. The MENA region, on the other hand, has some of the world’s most advanced transportation infrastructure, including modern highways, bridges, and public transportation networks. Furthermore, cultural considerations might influence traffic patterns, with working hours sometimes varying during Ramadan and weekend routines. This is how advertisers leverage this data to strategically place Out of Home ads, ensuring they attract commuter’s attention during high traffic periods. Precise measurement: Data-driven Out of Home advertising enables for precise campaign impact measurement. Advertisers may monitor campaign results, identify audience demographics and measure engagement rates. This data is crucial for making data-driven decisions and optimising future outdoor advertising initiatives. Insights into urbanisation: Some MENA countries, such as the UAE and Saudi Arabia, have rapidly rising urban populations, while others remain more rural. Data insights aid in determining where urbanisation is most prevalent and where Out of Home advertising may have the greatest impact. Advertisers can then wisely allocate their resources. Digital integration: The digital transformation of the MENA area is accelerating the integration of Out of Home advertising with digital media. Consumers will have more involved and engaging experiences because of this confluence. Advertisers are increasingly relying on data and location-based

October 30, 2023

USING DATA INSIGHTS TO NAVIGATE THE FUTURE OF OUT OF HOME ADVERTISING Ipsos’s Andre Youseff explains how to optimise future outdoor advertising initiatives

targeting to seamlessly interact with their target audiences. When discussing the dynamic Out of Home landscape, the UAE is an excellent example to consider. The UAE’s Out of Home advertising landscape is known for its innovation, creativity and modernity. Advertisers leverage cutting-edge technology and iconic locations to reach both residents and the millions of tourists who visit the country each year. Abu Dhabi, Dubai and Sharjah are significant OOH advertising centres. Based on Ipsos Out of Home measurement data, the penetration of outdoor advertising in the UAE is above 90 per cent with the ad spending expected to also keep growing in-line with the MENA growth, which is estimated to rise continuously with the digitalisation shift by 2024. Seasonality is also a vital element in effectively engaging with your target audience and enhancing the impact and relevance of Out of Home campaigns in the UAE. January typically witnesses shifts in consumer behaviour after the holiday season, resulting in a traffic pattern and reaching its peak during Ramadan. During Ramadan, there are changes in peak activity times, where people often adjust their routines, leading to increased activity in the late evenings and early mornings. In Q3, covering the months of July to September, connecting the end of the school year and the summer season, extended travel plans often lead to a decrease in traffic. Lastly, the UAE experiences its peak season in Q4, which lasts from October to December, characterised by a surge in traffic. One thing is crystal-clear and obvious as we look forward to the future of Out Of Home advertising in the MENA region: data insights will continue to play a critical role. To produce effective Out of Home advertisements, advertisers will increasingly rely on data, location-based targeting and audience monitoring. The region’s digital transformation will improve the integration of Out of Home advertising with digital media, resulting in more interactive and engaging experiences for customers. Overall, the outlook for Out of Home in the MENA region is very positive. With strong economic growth, it will continue to experience a dramatic transition in the realm of outdoor advertising, driven by data insights and precise measurement. As the region evolves, the use of data and measurement in Out of Home advertising is set to grow and provide interesting opportunities for marketers looking to interact with their consumers in new and effective ways. This blend of history and technology is creating the future of advertising in the MENA and the adventure is just getting started.

Andre Youseff is Chief Adex Officer at Ipsos

GO BIG OR GO HOME DATE: November 10 TIME: 8 AM VENUE: Grand Plaza Mövenpick, Media City CAMPAIGN MIDDLE EAST’S HUGELY-POPULAR OUT OF HOME (OOH) EVENT IS BACK AGAIN – AND THIS YEAR’S 5TH EDITION PROMISES TO BE BIGGER AND BETTER. We will take a deep dive into the most pressing topics in this exciting sector, from measurement to creativity, data to digital, our expert speakers and panellists will give their perspectives on OOH, along with a unique overview of the market.

BOOK YOUR SEAT TODAY CampaignME.com/event

Gold Sponsors

Presented by

October 30, 2023

Ministry of Energy and Infrastructure Founded: 1971 (previously known as Ministry of Public Works and Ministry of Infrastructure Development) Minister: Suhail Al-Mazrouie Director of Outdoor Media Office: Abdullah A. AlShiwaikh moid.gov.ae OutdoorMO@moid.gov.ae +971 600 500 500 PROPERTIES: The Ministry of Energy and Infrastructure manages all federal roads in the UAE and, like the RTA and Department of Transport, it issues tenders and grants licences to suppliers for the properties on those roads.

EDS FZE Founded: 2006 Number of Staff: 28 Headquartered: Dubai www.edsfze.com manish@edsfze.com

Mubashir Founded: 2015 Holding group: International Live Solutions Headquartered: Oman info@mubashir.com PROPERTIES: 7 Large Digital Outdoor Digital Advertising Screens, 14 Digital Ad screens at Muscat Airport Lounge & Oman Convention Centre, 99 DOOH screens at fuel stations, 9 Digital mall MUPIs

Eye Media Founded: 2003 Holding group: Eye Group Number of Staff: 25 Headquartered: Dubai www.eyemedia.ae info@eyemedia.ae

Hivestack Founded: 2017 Holding group: Hivestack Regional HQ: London Number of Staff: 150+ info@hivestack.com

Multi Platform Network Founded: 2018 Holding group: ARN, a Dubai Holding Entertainment company Headquartered: Dubai Number of staff: 200+ hello@mpn.ae PROPERTIES: Sheikh Zayed Road, Mall of the Emirates (hoardings); Sheikh Zayed Road, Dubai Internet City (unipoles), Sheikh Zayed Road, Dubai World Trade Centre (hoarding); Umm Suqeim Road, Madinat Jumeirah(hoardings); Umm Suqeim Road, Dubai Hills (hoarding); Umm Suqeim Road, Arabian Ranches (hoardings); Umm Suqeim Road, Dubai Science Park (unipole); Al Khail Road, Business Bay (hoarding); Sheikh Mohammed Bin Zayed Road & Al Ain Road, Liwan (hoarding); Sheikh Mohammed Bin Zayed Road, Majan (unipole); Al Naseem Street/Media One, Dubai Marina (unipole); Al Sufouh Road, Palm Jumeriah (unipole).

Hivestack is the largest independent, global, full stack, ad tech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 35+ countries across the globe.

Pyxis Mascot Outdoor Media Founded: 2006 Ownership: Sonali Bhatia Office: Abu Dhabi Number of Staff: 10–15 mascotad@emirates.net.ae

Founded: 2016 Holding group: ZMS Company Management Headquartered: Abu Dhabi Number of staff: 36 pierre.breton@pyxis.ae www.pyxis.ae Smart digital screens strategically located at ADNOC petrol stations across the UAE (100 locations). Offering a new way to inform and advertise that is effective, customised and responsive.

October 30, 2023

’ve always had a problem with heavily-branded clothing. It’s not just the vulgarity associated with displaying the logo of an expensive brand – Indeed, I think that people who do this should emblazon the words “I can afford” across their chest before adding the brand’s name. No, it is a little more, erm, let’s say commercial than that. You see, I am in advertising. And advertising costs money. So the moment the brand that I wear starts wanting to have its presence felt, is the moment I want them to pay me. Presence, you see, and its feeling thereof, is the name of the game. And nowhere does it manifest itself more than in OOH. That’s because a billboard is presence. A billboard is real estate. A billboard is a landmark. A billboard is “take-a-rightturn-after-the-Huawei-hoarding”, “I-live-in-the-Noon-building” and the most in-your-face medium that also happens to be the most precise representation of what the message is. And, let’s face it, it doesn’t take much to know on which exact billboard you’d love to have your message displayed, just as it doesn’t take much to know whose tee-shirt you’d like your brand printed on. I, for instance, would love to advertise brand “Naja” on Times Square, Leicester Square and Jennifer Lawrence. And I honestly think either of the three would make me famous, simply by my brand, well, being there. Could you say the same about websites? Or even TV? More to the point, is there anywhere better than either of those three for a brand which, say, has a universal call for action?

‘‘WE ARE GETTING DRUNK ON DATA AND ITS ABILITY TO PROTECT MARKETING JOBS” And yet today, this is not enough. Oh no. Because today, I’d want data - the data that would make the Naja Inc. marketing department feel that they put their money in the right place or the right eyeballs. Because today everyone is terrified of being asked how they spent their budget, and because, today, the message is not as important as the medium that carries it. That’s the tragedy of it all: the fact that we are in that intermediate stage where we are focused on the process rather than the outcome,

OOH: THE MOST INYOUR-FACE MEDIUM

relegated to the role of second fiddle, while marketers are fiddling with efficiency and the metrics that justify it. There is, of course, nothing wrong with optimising performance, and the tools that are at our disposal today to measure that of what I believe is the king of media, are as spectacular as they are needed to make ROI sleep better. But just as is the case with digital and social media advertising, they have created bad habits that are as addictive as they are toxic, not

Billboards are very powerful marketing tools, argues DDB’s Ramsey Naja

where the plate is more important than the culinary creation and where the information extracted from the location of the tee-shirt wearer is more significant than what the tee-shirt says. Because we are getting drunk on data and its ability to protect marketing jobs rather than focusing on sales and the ability to make people buy our product. Many years ago, I sat in a conference, astonished, as someone forecast that one day, brand-specific, individual billboard messaging will be briefly triggered off by the presence of a brand user in the vicinity. Days later, an OOH tycoon told me about sensors that would analyse my commuting habits relative to message locations and optimise those messages accordingly. Today, and with the benefit of industrial-sized hindsight, I look back at both with admiration and disdain: admiration because the forecast was pretty accurate, and disdain because while both saw the technology’s ability to underline - perhaps even magnify - the medium’s power, they were actually inadvertently contributing to its eventual subversion to the weasel snowflakiness of mediocre marketing staff whose career ambitions ride on analytics’ BS value rather than real growth. Indeed, this is why you have million-dollar hoardings on Sheikh Zayed Road with headlines that are more beige than the desert behind them. This is why once-proud brands are more interested in the medium than the message and why persuasion has been

to mention seemingly justifying an overwhelming shift from substance to artifice. After all, who needs psychological persuasion crafted by human inspiration, when cold science can pretend to achieve the same at a fraction of the cost? Who needs a creative agency when machines can churn out basic messaging, manipulate its presence and make it look like it’s performing equally well? And who needs discrete, thoughtful branding when a brash tee-shirt can be made to look like high fashion – and cost just as much? By Ramsey Naja, Regional ECD at DDB

October 30, 2023

Founded: 1983 Holding Group: Engineer Holding Group, MBC Holding Group & Public. Headquartered: Riyadh Number of staff: 400+ https://al-arabia.com info@al-arabia.com +966 92 003 3343, +971 4 3628123

LEADERSHIP PANEL

Mohamed Al Khereĳi

Saad Al Qahtani

CEO

Vice CEO for contracts & Projects Management

AlArabia OOH has been the leading outdoor solution provider since 1983, providing clients with expertise across a multitude of platforms and disciplines. It has invested in companies across the entire media funnel to ensure quality from inception to deliver and manage more than 25,000 media faces in the region successfully by providing full backlit & digital solutions to their global and local clients in KSA. PROPERTIES: Riyadh: Digital screens: 360 Faces Mezah, 60 Faces Digital Megacom, 105 Faces Digital Mupis, 37 Faces The Guide, 20 Faces Digital Mezahpole, 10 Faces LEDs, and 2 Digital Bridge Gateways located on the most iconic King Fahad Bridge highway. Static/Backlit billboards: 320 Faces Megacom Backlit, 1260 Faces Static Mupis, 32 Faces Static Mezahpole spread at the liveliest spots. Jeddah: Digital screens: 7 Faces of LED screens spread at prime locations, 30 Digital DAO Bridges and 3 Giant Building Façade. Dammam/Khobar: Digital screens: 80 Faces Mezah, 40 Faces Digital Mupis, 10 Faces Digital Mezahpole, 1 Face LED, and 2 Faces Building Façade. Static/Backlit billboards: 250 Faces Megacom Backlit, and 450 Faces Static Mupis. Also present in 32 cities in KSA: Makkah, Madinah, Tabouk, Jazan etc.

Jalal Khanfour

Hend Al Bassam

Chief Commercial Officer

Head of Investor Relations, Governance & Compliance

Mohamed Al Bazz

Roaa Al Rifaie

Director of Financial Department

Marketing & Innovation Manager

INDUSTRY SNAPSHOT

MOHAMED AL KHEREIJI CEO, Al Arabia

HOW IS THE SAUDI OOH SCENE CHANGING? Vision 2030 has transformed the Saudi outdoor advertising industry. The focus on diversifying the economy has created more infrastructure, urbanisation and tourism, leading to increased demand for outdoor advertising. Digital billboards and interactive displays are being introduced to engage audiences. Creativity and storytelling are now essential in outdoor advertising campaigns to make them visually appealing. The industry is becoming more dynamic, engaging and responsive to advertisers’ and the target audience’s evolving needs in Saudi Arabia.

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

By introducing digital signage and data analytics. This allows for more personalised and interactive advertising experiences. Real-time content updates on digital billboards enable tailored messaging based on various factors. Integration with mobile and location-based technologies further enhances the effectiveness of OOH campaigns. Data collection and analysis provide valuable insights on audience reach and engagement, making OOH advertising more measurable and impactful overall.

WHAT ABOUT THE EVOLUTION OF DOOH?

The evolution of DOOH advertising is a significant advancement in the industry. The integration of technology has allowed for more targeted and interactive campaigns. Real-time content updates and integration with mobile and location-based technologies have made DOOH advertising more personalised and effective. Data analytics enable measurement and evaluation of campaigns, providing valuable insights for advertisers. Overall, the evolution of DOOH has made advertising more relevant, measurable and impactful.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

One of the most remarkable advertising campaigns was the launch of Riyadh Season 2023, accompanied by the announcement of a highly anticipated boxing match between champions Tyson and Ngannou. This match holds great significance, making it a highlight of the campaign. What makes this campaign truly captivating is the scale of the advert for this event, the buildup, the extensive media coverage and how it successfully captured the world’s attention.

WHAT ARE CLIENTS ASKING YOU FOR?

Our clients are driven by their desire for results, seeking to make a significant impact in the OOH industry by using advanced solutions that effectively highlight their ads and create a lasting impression. We have established

ourselves as a leading player in the Saudi OOH market, offering the largest network of prime locations. Our primary objective is to support our clients in their advertising endeavours, ensuring their messages are prominently displayed and memorable to their desired audience.

HOW CAN OOH BE BETTER INTEGRATED?

The strategic use of data and advanced technologies is paramount. By leveraging comprehensive audience insights and precise location data, marketers can pinpoint high-traffic areas where their target demographic is most likely to be present. Moreover, the advent of technologies like programmatic buying and dynamic digital screens enables real-time content adjustments and interactive experiences.

October 30, 2023

Royal Outdoor Advertising

Trinet Outdoor Advertising

Founded: 2012 Managing director and owner: Souriana A. Khalek Headquartered: Dubai info@royaloutdooradv.com

Founded: 2000 Headquartered: Dubai Number of staff: 18 info@trinet.ae

PROPERTIES: Lampposts in Ras Al Khaimah, Um Al Quwain, Fujairah and Sharjah; hoardings in Fujairah and Ras Al Khaimah; bridge banner in Sharjah; hoarding on Sheikh Mohammed Bin Zayed Road.

Starz Media

Yazle Marketing Management

Founded: 2018 Holding group: Danube Group Headquartered: Dubai Number of staff: 10 jennifer@starzmediainc.com

Founded: 2013 Holding group: Yazle Global Headquartered: Dubai Number of staff: 35 Email: jamie@yazle.com

Starz Media was founded in 2018 by the Danube Group. Starz Media’s core mission involves offering expert, visible and targeted brand marketing exposure by effortlessly integrating each brand into the city’s landscape through strategically located OOH advertising mediums in Dubai. Starz Media and Media Mix Advertising formed a strategic and mutually beneficial alliance aiming at constantly growing their inventory as well as looking out for valuable opportunities while maintaining a clear and focused business approach and vision.

PROPERTIES: 20 instore digital screens across Choithrams and Aswaaq supermarkets, Invenda UAE 200+ digital screens, Invenda KSA 250+ digital screens

Founded: 1995 Holding Group: Choueiri Group CEO: Pierre Choueiri COO: Fawzi Tueni FTueni.AOUAE@choueirigroup.com LEADERSHIP PANEL As part of Choueiri Group which channelises advertising budgets across the full spectrum of communication platforms (TV, radio, print, digital and outdoor), Arabian Outdoor UAE has served as a market-leading force in the UAE’s OOH market since 1995. Today the fully integrated media house extends a comprehensive range of outdoor vehicles – varying from lamposts, megacoms, unipoles and bridge banners to the largest and most strategically significant mupi network in the UAE. The company’s track record of innovation reflects its vast capabilities and dedication to providing advertisers with greater flexibility, creativity and effectiveness.

Pierre Choueiri CEO

PROPERTIES: Dubai: 800 mupis; 661 lamposts; 65 megacoms; 7 unipoles; 4 SZR bridge banners; Dubai Canal Abu Dhabi: 414 mupis; 109 megacoms; 27 unipoles Fawzi Tueni COO

October 30, 2023

Founded: 1996 HQ: Dubai Number of staff: 34 www.backlitemedia.com/ info@backlitemedia.com +971 4 446 7540

LEADERSHIP TEAM

James Bicknell

James Harrison

CEO

Chief Operating Officer

Based in the United Arab Emirates, with offices in Abu Dhabi and Dubai, we are a specialist, multi-national Out of Home (OOH) media company. We have a well-justified reputation for our sites’ elegant and unique designs and are known for only installing them in the most prestigious locations. We are the number one partner with the Dubai RTA, with stand-out locations along Sheikh Zayed Road and high-profile malls and cinema advertising in the UAE. We have also partnered with Al Qana and The Galleria, Al Maryah Island to manage their extensive digital networks, installed at iconic outdoor retail and leisure destinations across Dubai. PROPERTIES: Dubai: 23 unipoles (2 digital) on Sheikh Zayed Road between World Trade Centre Roundabout and Mall of the Emirates; 2 unipoles on Sheikh Zayed Road at the main entrance to JAZFA; 6 premium digital boards on Sheikh Zayed Road between the World Trade Centre Roundabout and Mall of the Emirates; 1 LED hoarding on Al Safa Road; City Walk on Safa Road; Al Seef on Al Seef Road; The Beach by Jumeirah Beach Residences; Dubai Festival City; Cinemas – Roxy Cinemas and Novo Cinemas across the UAE. Abu Dhabi: The Galleria Al Maryah Island; Al Qana

Dean Crossland

Ahmed Emam

Chief Financial Officer

Chief Sales Officer

Ali Chab Head of Malls and Cinema

INDUSTRY SNAPSHOT

JAMES HARRISON Chief Operating Officer, BackLite Media 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. Interestingly, data quality and utilisation were not prominent considerations for the UAE market until 2019, but have become widely discussed topics. 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. 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.

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.

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

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

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

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. 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.

October 30, 2023

Founded: 1999 Ownership: Motivate Media Group and Val Morgan Network HQ: Dubai, UAE Number of staff: 30 www.motivatevalmorgan.com valmorgan@motivate.ae +971 4 390 3550 Motivate Val Morgan Cinema Advertising, a joint venture company by Motivate Media Group and Val Morgan Cinema Network, represents cinema advertising sales across leading cinema exhibitors in United Arab Emirates, Saudi Arabia, Oman, Qatar, Bahrain, Kuwait, Lebanon and Egypt.

LEADERSHIP TEAM

Ian Fairservice

Avinash Udeshi

CEO

COO

Ahmed Ramadan

Devanand Kerkar

Regional Sales Director

Senior Regional Finance Manager

Delivering comprehensive on- and off-screen advertising and activations, Motivate Val Morgan provides advertisers with a unique avenue to reach audiences at scale on an unparalleled and memorable screen format designed to capture attention. Motivate Val Morgan’s expansive coverage extends to 1000+ screens across 100+ locations encompassing both metropolitan and regional areas across prominent cinema entities including AMC Cinemas, Cinemacity, Cinépolis Cinemas, Muvi Cinemas, Oscar Cinema, Reel Cinemas, Royal Cinemas and VOX Cinemas. KEY INDUSTRY ADVERTISERS: Telecommunications, Gov. Departments, Automobiles & Services, Banking, Finance, Insurance, Healthcare, Medical, Hospitals, Cosmetics, Perfumes, Hygiene, Watches & Jewellery, F&B, Fashion & Clothing, Restaurants, Cafés AWARDS: Most awarded cinema advertising partner in the world – Dubai Lynx, Effie, The One Show, Cristal, Proxama and a Cannes Lion.

Dumindrini Ratnayake Marketing & PR Manager

LEADERSHIP TEAM

Sergey Gorbatov

Andrew Kormysh

CEO

Managing Director, Marketing and Finance

Ownership: Blue Ad Group Founded: 2022 (in the region) Regional headquarters: Dubai Number of staff: 10 www.bluead.ae info@bluead.ae Bashar Turk

Ola Ghoneim

Senior Advisor

Lead Sales Manager

Blue Ad is a spectacular digital out-of-home media operator, with over 20 years of presence in the USA, Russia and UAE. We own and run, the only one in the world, a vessel equipped with 3D LED screens in Dubai, along with other unique state-of-theart video screens, digital unipoles and static installations on major roads. PROPERTIES: Hoardings on Al Khail Rd - Al Jaddaf, Zabeel/Dubai Mall, Business Bay/Meydan One, Dubai Hills; Hoarding on Hessa St - Jebel Ali Racecourse; DUP on Hessa St – SaudiGerman Hospital; 3D-digital vessel; Large Format Building Wraps Advertising – SZR, Downtown, Hotel Carlton

Yousef Abu Gharbieh

Mohamed Ali

Chief Sales Manager

Business Development Associate

October 30, 2023

BILLBOARDS IN DUBAI:

A VISUAL SYMPHONY of real estate. Billboards enable you to display high-resolution images and captivating visuals of your properties. In a city that thrives on luxury and aesthetics, the power of visual representation just cannot be overstated.

n a market as competitive as Dubai’s, it’s all and only about seizing opportunities and maximising visibility. Danube Properties has astutely leveraged outdoor media as a foundational element within our comprehensive brand strategy. This dynamic approach has not only been instrumental in establishing our brand but has also yielded substantial gains in market share. Our customer base at Danube is notably diverse, encompassing both residents and expatriates hailing from various cultural, religious, and national backgrounds. They are a discerning, globally aware audience, well-versed in international standards. Outdoor media, by its nature, transcends linguistic barriers, positioning it as an ideal medium to engage with this multifaceted demographic. This versatility enables property developers such as us to seamlessly connect with both local and international audiences, ensuring that our branding initiatives are inclusive and expansive in scope. With a project launch approximately every 45 days, consistency becomes the linchpin of effective branding. Outdoor media offers a continuous and unwavering presence, a vital asset in the fiercely competitive real estate arena of Dubai and the broader UAE. This sustained visibility serves as a potent tool for reinforcing brand recall, solidifying our developer’s standing in the minds of consumers, and enhancing the likelihood of their preference over competitors. Equally significant is our commitment to showcasing the architectural magnificence of

Danube’s projects. Outdoor media provides the perfect canvas for the full display of our developments, offering high-quality visuals and creative designs that enable us to craft compelling visual narratives, effectively conveying the core of our properties. For us at Danube, billboards in Dubai share a similar ethos: Size matters: Billboards, by nature, are impossible to ignore. 30-60-90 metres billboards offer an unmissable opportunity to display your properties, giving you an edge in a competitive market.

Local and international appeal:

The UAE’s diverse population includes both locals and expatriates from around the world. Outdoor media transcends language barriers and appeals to a broad demographic. This versatility ensures that property developers can engage with both local and international audiences, making branding efforts inclusive and far-reaching. Strategic locations: Dubai is a city of thoroughfares, where traffic moves swiftly. Billboards on Sheikh Zayed Road right from the northern emirate are strategically positioned to multiply your visibility by many folds in just a few minutes. 24/7 visibility: The dynamic nature of real estate means opportunities can arise at any time, day or night. Billboards ensure that your properties are presented to the public at all hours. This consistency is essential in a city that never sleeps, and real estate transactions happen at a fast pace. Impactful imagery: The adage, “a picture is worth a thousand words”, is profoundly true in the context

DOOH’S METEORIC RISE The transformation of billboards into dynamic digital assets is not unique to Dubai; it is a global trend that has taken the advertising world by storm. In fact, the digital Out of Home industry is projected to be one of the fastest-growing segments in the advertising market. Outdoor media has not only survived but thrived in these digital times, undergoing a remarkable evolution. One of the key transformations is the integration of digital technology into outdoor advertising. Digital billboards, interactive displays, and dynamic signage have become commonplace. These digital outdoor displays offer brands unprecedented flexibility, allowing them to change their messages in real-time, target specific demographics, and even interact with passersby through technologies like QR codes. INTERACTIVE CENTRE STAGE One of the most exciting aspects of DOOH advertising is the potential for interactivity. In Dubai, a city known for its technological advancements, it is only natural that billboards have become interactive, engaging the audience in innovative ways. By scanning a QR code or sending a text message, passersby can access additional information, special offers or even make purchases directly from the billboard. This level of engagement not only makes the advertisement more effective but also provides valuable data on consumer behaviour. Digital billboards are equipped to display real-time information. For instance, a digital billboard can showcase the latest available properties in a specific area, complete with images, specifications, and contact details. Moreover, digital billboards can be customised based on the time of day, weather conditions, or even the demographics of passersby. For instance, an advertisement for a luxury car can be programmed to appear more frequently in areas with higher-income demographics, thereby making advertising more targeted and efficient. The future of outdoor advertising will likely see further integration with technology. With the proliferation of smart cities and the Internet of Things (IoT), billboards could become hubs of information and connectivity. They might provide real-time traffic updates, weather information, and even offer directions to nearby attractions. By Errol Marquis, Head of Marketing, Danube Properties.

October 30, 2023

How Out of Home is embracing digital innovation OOH is increasingly being used by marketers for interactive storytelling, says Viola’s Ammar Sharaf

he Out of Home (OOH) advertising industry is constantly evolving, with new technologies and platforms emerging all the time, presenting a unique opportunity for brands to be creative and reach their target audiences in new and innovative ways. Creativity is the lifeblood of the advertising industry, and as digitisation becomes the norm, the ability to inspire imagination has taken on new dimensions in both the traditional and digital Out of Home (DOOH) sectors, providing almost unlimited opportunities for creative professionals to push the boundaries and captivate audiences. In the digital realm, creativity is being unleashed through interactive and immersive experiences, and now, as brands have a plethora of channels to engage with their audience, creative campaigns have the ability to go viral and reach millions of people in an instant through genuinely outstanding content that resonates with viewers as people share entertaining content on social media, extending the reach of a campaign beyond the physical. Digital platforms provide endless possibilities for storytelling. From interactive ads that allow users to engage with the content, to personalised experiences based on user preferences, the digital landscape is a playground for creative minds, driving innovation in DOOH. As technology continues to advance, creative minds are finding new and exciting ways to leverage innovations like augmented or virtual reality, 3D mapping, and more, to create immersive and memorable experiences for viewers that blur the lines between the physical and digital worlds. In the traditional Out of Home industry, creativity can take a different form but is equally powerful. Billboards, transit ads and other OOH displays have long been the core staples of advertising, and now, as traditional static billboards are being augmented by dynamic digital displays that can change content in real time, there are countless opportunities for more targeted messaging and the ability to deliver contextually relevant content. But it’s the convergence of digital and OOH where the magic happens.

Integrated campaigns that seamlessly blend digital and physical experiences have the power to leave a lasting impact on audiences. For example, a brand might launch a digital campaign that encourages users to interact with a mobile app, and then extend that experience into the physical world with interactive billboards that respond to user actions, creating a multi-dimensional experience that captivates and engages audiences at every touchpoint. However, it’s important to note that the digital and OOH industries can also face certain challenges in terms of creativity. It’s feasible that a constant bombardment of content in the digital space can lead to consumer fatigue and a lack of attention as advertisers attempt to creatively outdo each other in often cluttered urban environments. To overcome these challenges, creative professionals must think outside the box and find new ways to capture attention. This requires a deep understanding of the target audience, their behaviour and preferences, through accurate metrics, data analytics and insights, enabling creatives to construct campaign solutions that resonate with audiences on a more personal level. Meanwhile, the unique medium that is OOH, which needs no ‘carrier’ like all other advertising, is part of the fabric of all urban environments, unskippable, unblockable, it is a unique real-life canvas that provides almost unlimited creative possibilities, a powerful and versatile medium that can capture attention, deliver messages, and inspire actions. But of course, creating impactful outdoor content requires a solid combination of art and science, coupling creativity, design and visual aesthetics with strategic planning, research and data-driven decision-making to nurture campaigns that create meaningful contextual relevance. Content that evokes a strong emotion is more likely to be remembered, shared and acted upon. OOH and DOOH platforms enable brands to create these powerful emotional connections. OOH is increasingly being used by marketers for interactive storytelling and hyper-targeting on a grand scale. With the

“The Out of Home industry is thriving, fuelled by advancements in technology and the relentless pursuit of innovation” addition of DOOH, the whole industry and business model has fundamentally changed to the point where full-funnel marketing with an omnichannel approach allows brands to shake hands with customers wherever they begin their journey and follow them across channels while presenting multiple touchpoints. In this way, each consumer can follow the journey that suits their browsing style to arrive at your product’s endpoint when they are most likely to search, shop, click, share, or visit. To cut a long story short, creativity in the digital and Out of Home industry is thriving, fuelled by advancements in technology and the relentless pursuit of innovation. The evolving digital landscape offers interactive and immersive experiences, while OOH creativity brings advertising into the physical world. By combining the strengths of both realms, integrated campaigns can create powerful and memorable experiences, and as long as we keep on pushing those boundaries, new horizons beckon.

By Ammar Sharaf - Founder and CEO of Viola Communications

October 30, 2023

The newest Abu Dhabi International Airport Terminal A provides a ground-breaking media platform, writes JCDecaux

bu Dhabi’s outdoor advertising scene is about to become even more captivating with leading global player JCDecaux extending its presence to the upcoming Abu Dhabi International Airport Terminal A in November. Terminal A, one of the largest in the world, features extraordinary architectural elements as it boasts one of the single-standing biggest domes (52-metres high and 180-metres long), and the world’s largest baggage handling system (19,200 bags per hour). Behind this ambitious project, stands Abu Dhabi 2030 Vision aiming at positioning the UAE capital as a recognised tourist and cultural hub competitive at a regional, and global, level. Notably, Terminal A will welcome a staggering 45 million passengers annually, a significant leap from the current terminals’ capacity. JCDecaux has been the exclusive advertising concessionaire at the previous Abu Dhabi International Airport over the past 10 years, and the signing of the new 10-year advertising contract for Abu Dhabi International Airport Terminal A, reconfirms

the solid partnership with Abu Dhabi Airports, paving the way to further consolidate JCDecaux’s OOH leadership in the Middle East, with a strong presence in over 35 airports in Bahrain, Kuwait, Oman, Saudi Arabia, and the UAE. The launch of Abu Dhabi International Airport Terminal A will unveil a groundbreaking media platform that blends in perfectly with the architectural elements, keeping in consideration aesthetic principles and passenger journeys. This includes the latest generation of digital media with 85” LED screens delivering reach and frequency, iconic media walls offering an immersive experience to passengers, innovative dynamic lightboxes, premium sponsorship opportunities and exclusive VIP networks. The media offer, supported by an ambitious data strategy and a shift to more digital solutions, will indeed offer brands the ability to better qualify and target specific audiences. Wissam Zaatar, Managing Director of JCDecaux Abu Dhabi, Bahrain and Kuwait, said: “We are proud to start a new chapter in Abu Dhabi with the new Abu Dhabi International Airport Terminal A. Our group has been delivering innovative advertising solutions that enhance the passenger experience while providing brands with unparalleled exposure and this has been the spirit of our platform at Terminal A. “As the number one worldwide in airport advertising, we will continue to use our expertise in media and audience data measurement to enhance the efficiency of

SHAPING THE FUTURE

OF AIRPORT

ADVERTISING

the campaigns and ensure relevance to the passengers thus elevating their experience.” Positive winds are indeed blowing in the region, with traffic in the Middle East predicted to return to pre-pandemic levels in early 2024, according to the latest IATA data. But Abu Dhabi International forecasts are even more encouraging, as traffic is on track to overachieve 2019 levels by December 2023 (+6 per cent based on the “Traveller Statistics” figures). Airport advertising success is easy to explain. A captive environment, long dwell times, decluttered spaces, and statutory media formats; these are the simple but unique elements that make airports the ideal media platform for brands not only looking to increase brand awareness, but also to engage with audiences who are more receptive to ads. Recent studies assessed airport advertising efficacy and compared it to other media. It ranked first in perceived value (with a 111 score) vs. TV (101), print (100), mobile (95) and online (94), proving to be more effective to reach premium audiences, especially business travellers, who are now back to face-to-face meetings around the world. Another recent study conducted by JCDecaux New Zealand and Neuro-Insight titled “Leveraging the Airport Mindset for Influential Campaigns” confirmed that 95 per cent of the decisions we make are driven by our subconscious. A series of scientific tests confirmed that OOH delivers memory encoding, a brain process that plays a crucial role in storing memories. JCDecaux airport media are always strategically located so to create touchpoints with the passengers in proximity to the key moments of the journey. In this way, ads can tap into emotional intensity peaks and, therefore, ensure higher rates of memory encoding by passengers. Namely, the external pick-up and drop-off, pre-departure and departure gates, presecurity areas and luggage claim. Advertising in one of these contexts can supercharge ads’ memorability and influence a purchase by 86 per cent. JCDecaux is a trendsetter when it comes to OOH. Its pioneering spirit will add great value to the Abu Dhabi OOH scenery - on one hand by offering advertisers cutting-edge media solutions; on the other hand, through a steady digitalisation and data plan allowing brands to better target specific audiences on the move. This is an unmissable opportunity for local and international brands wanting to benefit from the momentum of the launch and get the most from a premium platform to engage with a premium audience, from business decision-makers to luxury shoppers.

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October 30, 2023

CREATIVITY: CONTINUING TO ELEVATE OOH ADVERTISING OUTCOMES Brands are creating new avenues for captivating audiences, says Arabian Outdoor’s Fawzi Tueni

s the beating and pulsating heart of the dynamic and ever-changing advertising world, creativity has served as the foundational bedrock and most fundamental catalyst for our entire industry since its inception. More recently, it has also gained accelerated momentum for being the most potent driving force propelling our transformation and sustained advancement into the future. Today, amid the massive blur and persistent proliferation of digital and online campaigns, one legacy advertising medium remains sharply focused, robustly grounded and practically impossible to ignore. This is where OOH advertising and its uniqueness truly rise above. Topping-up the medium’s inherent capabilities, let’s take a deep dive into the remarkable affinity between creativity and OOH, to see how brands are leveraging innovation and imagination to create new avenues for captivating audiences in the great outdoors. For as long as any of us can recall, Out of Home advertising has featured as a hovering presence in our everyday lives. From the towering billboards gracing our cities and streets, to the down-to-earth transit ads, posters and interactive installations which effortlessly enable brands to entertain, inform and inspire us, the entire OOH ecosystem has now become an inherent part of our contemporary urban landscape. Stepping out into the current world, where we are increasingly surrounded by screens and digital distractions, OOH advertising is standing out once again to prove its worth, as a highly resilient and adaptable canvas which advertisers can count on to engage with consumers on the move. Objectively speaking then, the core challenge for OOH advertising demands that advertisers effectively capture the attention of an increasingly distracted and mobile audience. This is where creativity is taking centre stage, enabling brands to not only stand out and shine, but to also create memorable and meaningful interactions, all within the limited time and space which they have available. This is where one of the most notable hallmarks of OOH advertising - its ability to relay compelling brand narratives through imagery – comes into play.

‘‘OOH ADVERTISING IS ENABLING BRANDS TO INSTANTLY CONVEY THEIR MESSAGE AND FORGE DEEPER EMOTIONAL BONDS WITH THEIR CONSUMERS” EMOTIONAL BONDS In this heightened era of video supremacy, technology is swiftly changing the face of creative OOH, delivering a more dynamic view that extends far beyond static billboards. With greater avenues to envision and exercise boundless creativity, OOH advertising is enabling brands to instantly convey their message and forge deeper emotional bonds with their consumers. This is now being achieved through highly immersive and interactive experiences that truly engage and entertain audiences. This virtual yet physically tangible playground of motion and action extends a plethora of new technologies, options and realities to advertisers which are coming together at breakneck speed to ignite their creative flame. Today, advancements in

Augmented Reality are blurring the lines between the physical and digital worlds, allowing pedestrians to interact with virtual elements. OOH advertising is also extending the reach of brands and bridging the gap between the physical and digital realms by employing numerous other creative means, including QR codes, social media integration, and mobile app connectivity, all of which are seamlessly transitioning consumers from the physical world to the digital space to facilitate an enhanced overall brand experience. Creativity is also enabling advertisers to leverage the context of where their OOH advertising appears, as campaigns are now making the most of location-specific elements to deliver messages that resonates with geographically relevant local audiences. With a natural tendency to spark conversations and create lasting impressions, the tangible nature of OOH advertising allows brands to engage multiple human senses. From sights to touch, experiential installations are giving life to more opportunities than ever before for direct engagement with products and services. To size up all these benefits, it would be fair to state that the impact of creativity when it is rightfully infused into OOH is totally quantifiable and measurable. Innovations in OOH measurement technologies are firstly enabling advertisers to better track the typical media metrics such as reach and frequency. Moreover, they are compelling advertisers to explore how OOH can also play a bigger role to impact middle and lower funnel activities. A great example of this would be brands looking to bridge the offline and online worlds by converting OOH’s reach into digital transactions. In a world cluttered with infinite digital distractions and white noise, OOH advertising stands tall as a tangible testament to the enduring virtues of creativity, redefining how we connect with brands under the vast, open skies. As technology continues to spark greater innovation, the future of OOH advertising promises even more exciting possibilities for those who are willing to explore the limitless horizons which only creativity can bring to light. By Fawzi Tueni, COO of Arabian Outdoor

October 30, 2023

Founded: 2004 Ownership: Qatar Development Bank HQ: Doha, Qatar Number of staff: 125 www.elan.qa +974 4428 2830, +971 4428 9430 elanmedia@elan.qa, elanmediadubai@elan.qa

LEADERSHIP PANEL

Jaber Al Ansari

Bill Fordyce

Group Chief Executive Officer

Chief Operating Officer – Media

Johnny Saba

Khalid abu Saada

Media Sales Director

ELAN Media is the leading Qatari media company and is committed to driving innovation and excellence in advertising by offering a mix of media channels, such as digital out-of-home, static out-of-home, cinema, online and radio advertising. We offer high-impact advertising assets and high-value creative opportunities for brands. ELAN Media pioneered DOOH and programmatic DOOH in Qatar and is at the forefront of implementing technology to embed data in all its assets. PROPERTIES: Static Out-of-Home: Our static outdoor assets cover all the municipalities in Qatar, including Lusail City and The Pearl Qatar. The range of ELAN Media’s advertising platforms includes MUPIs, Seniors, Unipoles, Scaffolding, Flag Poles, Bus Shelters, Bridge Banners and Wall Wraps with a total number of over 2,000 faces. Digital Out-of-Home Assets: ELAN Media’s most advanced Digital network in the region is located within the malls and on the roadsides – Mall of Qatar, Doha Festival City, Ezdan Mall, Msheireb Downtown, Place Vendome, Mall of Muscat, Sohar China Downtown, Al Waab area and in various iconic locations in Lusail with total screens of 477. Cinema: ELAN Media exclusively represents Novo Cinemas in Qatar and Oman with 78 screens.

Tim Hufford

Sameeh Kanaan

Media Sales Director

INDUSTRY SNAPSHOT

JABER AL ANSARI Group Chief Executive Officer, ELAN Group

WHAT EFFECT IS TECHNOLOGY HAVING ON THE QATARI OOH SECTOR?

OOH clients and agencies in Qatar are just like those in the rest of the world. They all seek greater visibility and transparency for their advertising dollars. ELAN Media is fortunate enough to have an excellent relationship with the country’s leading telecom operator, Ooredoo. Together with Ooredoo, we launched the region’s most advanced audience measurement system, InMotion, which relies on real-time and actual data from the country’s telecom network. This system provides advertisers and agencies with in-depth demographic and impression data, without the need for extrapolation or sampling. As the market leader, we want the InMotion data to be available to the entire market as we think this will grow it and ultimately benefit all agencies and clients and demonstrate the increasing professionalism of the sector here.

HAVE YOU SEEN A CAMPAIGN RECENTLY THAT CAUGHT YOUR EYE?

Qatar has had the good fortune to host some of the world’s leading events over the past twelve

months. Starting with the FIFA World Cup 2022™ and up to all the events that are happening in 2023 and Q1, 2024 that include the Qatar 2023 Formula 1 Grand Prix, the Doha Expo 2023, the 2024 Asian World Cup and others; Doha is now a preferred and proven destination for world-class events. All these events attract many international brands to our country and to ELAN’s large network of over 2,000 signs. We have so seen many incredible 3-D implementations from clients like Visa, Coca-Cola, QNB and others. In addition, we are seeing many of the world’s leading luxury brands targeting Qatar’s high-net worth residents and nationals. And as we all know as industry professionals, brands, such as Cartier, LV, Gucci, Bently and others, always develop and shoot impressive and dynamic artwork, so it is hard to pick just one!

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

We all hear the same things about ‘omnichannel’ campaigns. But, ELAN Media is unique in that it has a truly full offering of media options, such as cinema, outdoor, in-mall advertising and reaches the

important radio audiences through our partnerships with Mazaji and Habaeb stations. We also have a large online department that works with advertisers to integrate OOH campaigns with social media and local publishers. We have exclusive relationships with leading Qatari publishers and continuously work to link social media with various campaigns on sites like ILoveQatar, QatarLiving, Doha News, and hundreds of annual OOH campaigns.

October 30, 2023

LEADERSHIP PANEL

Founded: 2011 Office: Dubai, UAE Number of staff: 25 www.elevision.com marketing@elevision.com +971 4 360 8089 Elevision owns and operates one of the largest DOOH networks in the UAE. With a network of 1,600+ screens reaching 191M+ monthly impressions, Elevision provides advertisers with unparalleled access to the region’s most affluent consumers. Elevision’s proprietary media technology enables its clients to deliver dynamic video content, custom-tailored to their audiences and objectives.

Niall Sallam

Eamon Sallam

Chief Executive Officer

Chief Operating Officer

Husam Abukoush

Daniel Wright

Chief Financial Officer

Sales Director

PROPERTIES: 1,175 residential elevator screens; 402 commercial elevator screens across Dubai and Abu Dhabi’s prime locations; 46 large-format digital screens and 2 roadside hoardings across DIFC network (commercial).

Rami Aboul Hosn

Roxy Kairuz

Director of Business Development and Partnerships

Content Director

INDUSTRY SNAPSHOT

NIALL SALLAM Chief Executive Officer, Elevision

WHAT EFFECT IS TECHNOLOGY HAVING ON THE DOOH SECTOR?

There are many industry innovations affecting both advertisers and audiences alike. AI and AR are transforming solutions that can be offered to advertising clients, while also positively impacting engagement and retention with audiences. IoT is also contributing to audience measurement and attribution modelling – as a result, we can offer advertisers more precise and engaging campaigns, and property managers more brand and messaging visibility-enhancing ROI and customer/resident engagement.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

The evolution of DOOH has been remarkable, transitioning from static billboards to dynamic, data-driven experiences. This transformation has paved the way for an exciting future, where DOOH seamlessly integrates into smart cities, providing real-time updates and personalised content to engage audiences like never before.

Additionally, DOOH’s commitment to sustainability is promising, with efforts to reduce environmental impact while enhancing overall effectiveness, promising a greener and more engaging advertising landscape for the years ahead. This continued innovation ensures that DOOH remains a dynamic and influential medium in the ever-evolving world of advertising.

HAVE YOU SEEN A RECENT DOOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

Earlier this year, Bulgari partnered with us to celebrate a significant milestone. They not only showcased their campaign on our North Hoarding, but also dominated all our large format screens in DIFC. The captivating visuals on our screens beautifully exemplified the power of DOOH, while strengthening brand presence.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients are increasingly looking for immersive ideas to captivate their audiences. They’re interested in circuit takeovers to dominate specific locations and testing circuits for optimising campaign effectiveness. They also want to harness the power of analytics and AI to better understand their target demographics, optimise ad placements and measure the impact of their DOOH campaigns.

HOW CAN DOOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

DOOH is already a powerful tool, but there’s a need for more education about its impact and effectiveness. It should be seen as a storytelling tool that weaves the brand’s narrative throughout the customer journey, playing a pivotal role in all components of the marketing mix, from product placement to promotion.

October 30, 2023

LEADERSHIP PANEL

Founded: 1992 Holding Group: Group Plus Holding HQ: Dubai Number of staff: 85 www.groupplusmedia.com +971 4 275 4700 info@groupplus.ae Knowledge is power, and market knowledge is what we possess by exploring true potential and vitality in the outdoor media landscape without sparing any efforts to follow the latest technologies. With these core values, Group Plus has been pivotal in the growth and development of outdoor media in the region since 1992. PROPERTIES: Dubai: 60 Lampposts on Sheikh Zayed Road stretching from Business Central Tower to Bluewaters Entrance; 31 Lampposts inside Deira and Clock Tower; 4 Megacom LED and 1 Unipole LED Screen facing Dubai Mall, DIFC and Boulevard entrances; 1 Tower LED screen on Hessa street; 1 Hoarding on Sheikh Zayed Road; 1 Unipole on Al Khail road Lebanon: 2,000 4x3 Megacoms; 6 LED Screens; 75 Unipoles, Rooftops, Minipoles and Wall Banners. Bahrain: 1245 Lampposts; 50 Megacoms; 2 Hoardings; 45 Unipoles, Rooftops, and Wall Banners; 45 Muppies

Roy Chehwane

Patrick Aoun

General Manager Plus Holding UAE and Bahrain

General Manager Group Plus Bahrain

Joelle Ghorayeb

Mohamad El Dandachly

Executive Director Group Plus UAE

Sales Director Group Plus UAE

Haifa Hassan

Nivine Charif

Senior Sales Manager UAE

Sales Director Group Plus Lebanon

INDUSTRY SNAPSHOT

ROY CHEHWANE General Manager, Plus Holding UAE & Bahrain

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Technology has brought several effects on the OOH sector such as: Digitalisation: Replacing traditional static billboards with dynamic digital screens allowed for more flexibility, real-time content updates and targeted advertising for clients. Data-driven insights: New technology not only enables the collection of data and number of viewers but also provides an analysis of that data. This data helps advertisers understand audience demographics, behaviour and preferences, allowing for more precise targeting and better ROI.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

Digitalising provides more flexibility for the advertisers by replacing static billboards with dynamic and flexible content. Advertisers can easily update, customise and schedule content

in real-time, allowing for targeted advertising campaigns and quick message changes. Contextual relevance is the new norm where with the help of data and geo-targeting capabilities, advertisers can tailor content based on audience demographics, location, time of day and external factors such as weather conditions making their campaign more effective.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

All recent campaigns are using nice visuals that are simple and attractive; however, the Dubizzle, Bayut and PAN Homes’ campaigns were eye-catching due to the appealing colours used, the straightforward and simple message, and the widespread presence of their campaigns across Dubai.

WHAT ARE CLIENTS ASKING YOU FOR?

Location and quality.Securing a prime and good location is paramount for positioning their brands and reaching a larger audience. And in order to visually appeal and enhance the impact of the ad, a high-quality well-maintained medium is required.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX? For OOH to be better integrated into the marketing mix it needs to:

Be aligned with the overall marketing strategy of the campaign To use data-driven insights to identify and segment the target audience effectively To integrate OOH advertising with other marketing channels to maximise reach and impact To employ measurement techniques and leverage technology advancements

October 30, 2023

Founded: 2003 Headquartered: Dubai Number of staff: 130 www.hillsadvertising.com Info@hillsadvertising.com + 971 4 325 3130

Hills Advertising LLC was established in Dubai in 2003. Hills’ vision being to lead and actively develop the outdoor advertising market within the Middle East.

LEADERSHIP PANEL

Sami Al Mufleh

Hiba Momani

Founder and CEO

General Manager

Wassim Malkawi

Mahmoud Najjar

CFO

Head of Operations

Hills Advertising has become one of the largest and most experienced owner and operator of outdoor advertising in Dubai. The teams’ vast experience, creativity and passion for outdoor advertising have enabled Hills to become a valued media partner for local and international clients and agencies. PROPERTIES: Dubai: Sheikh Zayed Road (backlit bridge banners; free standing LED Bridges “Golden Gates”, Al Wasel Road (bridge banners); Al Khail Road (backlit bridge banners); Mohammed Bin Zayed Road (backlit bridge banners);Expo2020 Media on Expo Road and MBZ Road (backlit bridge banners, large format hoardings); Al Sofouh Road (backlit bridge banners); Bani Yas Road (LED unipole); Financial Center Road (LED Wall Sign); Airport Road (backit bridge banners, backlit lampposts); Dubai South & Maktoum Airport approach Rd. (backlit lampposts, flags, hoardings); Private Jet Terminal (solar mupis); Al Rebat Road (backlit bridge banners); Deira (bridge banners); Ittihad Road (backlit unipoles). Jordan: Unipoles, wall banners, bridges, lampposts covering the Capital Amman, Queen Alia Airport Road, Dead Sea Road, Aqaba City, Irbid City

Yasmin Balqar Communication Manager

leveraging technology and insights, to empower advertisers with targeted and impactful campaigns. As a sustainable media partner, JCDecaux is dedicated to incorporating eco-friendly materials, energy-efficient technologies, and responsible practices in their operations. Their commitment to data-driven excellence and sustainability makes JCDecaux Middle East a pioneering force in outdoor advertising.

Founded: Founded in 1964, operating in UAE since 2008 Regional headquarters: Dubai, UAE Number of staff: 79 www.jcdecauxme.com dubai@jcdecaux.com; abudhabi@jcdecaux.com +971 4 43 98 400 JCDecaux is the world’s largest outdoor advertising specialist and sole international player in the Middle East with presence in 6 countries: UAE (Dubai & Abu Dhabi), KSA, Oman, Qatar, Bahrain & Kuwait. In the UAE, they offer a broad range of advertising solutions in qualitative and uncluttered environments. What sets JCDecaux apart is their strong emphasis on innovation and data-driven strategies,

PROPERTIES Dubai: Dubai Airports: Exclusive Airport Advertising rights at Dubai International (DXB) & Dubai World Central (DWC) Jumeirah Beach Road: Only OOH media owner with over 320 lampposts covering the 15km stretch from Madinat Jumeirah until Union Flag TECOM Business Communities: 6 digital screens & 23 double sided MUPIs + 8 bus shelters (62 faces) covering Dubai Media City, Internet City & Knowledge Park Abu Dhabi: Abu Dhabi Airports: Exclusive Airport Advertising rights at Abu Dhabi International Airport (the new Terminal A) Large formats: 7 media assets located in three main areas of the city: Al Salam Tower Wraps (1) in Al Salam street, The Giant LED (1) in the Saadiyat – Yas highway, The Mega Hoardings (4) in the Saadiyat – Yas highway & The Shining LED (1) in Al Khalidiyah area

October 30, 2023

INDUSTRY SNAPSHOT

interactivity all contribute to enhanced integration.

SAMI AL MUFLEH

GIVEN THE REGION’S DIVERSE EXPATRIATE POPULATION, HOW WOULD YOU APPROACH TARGETING DIFFERENT CULTURAL SEGMENTS EFFECTIVELY IN OUTDOOR ADVERTISING CAMPAIGNS?

Founder and CEO, Hills Advertising

In the UAE’s diverse expatriate landscape, I would employ a highly tailored approach. This involves comprehensive market research, segmentation, bilingual content, cultural sensitivity and engagement with local and community events to resonate with each cultural segment effectively.

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

In recent years, technology has had a profound impact on the Out of Home (OOH) advertising sector, transforming the way advertisers engage with their target audiences and creating new opportunities for innovation and efficiency. One of the most notable effects of technology on the OOH sector is the advent of digitalisation. Digital billboards and displays have replaced traditional static billboards, allowing for dynamic and interactive content delivery. Advertisers can create eye-catching, real-time, and contextually relevant campaigns that capture the attention of viewers. Data-driven targeting is another significant effect. Technology enables the collection and analysis of vast amounts of data, including location data and audience demographics. This data-driven approach empowers advertisers to tailor their OOH campaigns with pinpoint precision, ensuring that their messages reach the right people in the right places at the right times. As a result, OOH advertising has become more personalised and effective. Programmatic advertising has brought automation and efficiency to OOH ad space buying and selling. Marketers can leverage programmatic technology to optimise their campaigns, reduce costs and improve campaign targeting. It streamlines the entire process, providing advertisers with more control and flexibility. In terms of measurement and analytics, technology has revolutionised our ability to assess the effectiveness of OOH advertising. Advertisers can now track key performance metrics, such as foot traffic and engagement rates, with greater accuracy. This data-driven approach ensures that OOH campaigns can be continually optimised for maximum impact.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients are increasingly interested in the ability to measure the impact of their outdoor campaigns. They request comprehensive analytics and reporting to understand key performance metrics, such as foot

WHAT ARE THE KEY METRICS OR KPIS YOU WOULD USE TO ASSESS THE SUCCESS OF AN OUTDOOR ADVERTISING CAMPAIGN IN THE UAE?

I would consider several key performance indicators (KPIs) to gauge the success of an outdoor advertising campaign in the UAE. These include foot traffic data, audience engagement metrics, conversion rates, and brand awareness measurements. Additionally, tracking website visits, social media interactions and specific campaign objectives would provide valuable insights into the campaign’s impact and effectiveness.

“We are committed to being at the forefront of technological innovation within the industry. We strive to make our advertising campaigns not only memorable but also deeply immersive” traffic, engagement rates, and the return on investment (ROI) of their advertising efforts.

IN WHAT WAYS CAN OUT OF HOME (OOH) ADVERTISING BE MORE EFFECTIVELY INCORPORATED INTO THE OVERALL MARKETING STRATEGY?

Out of Home (OOH) advertising can be better integrated into the marketing mix by employing data-driven targeting, synchronizing with other channels, utilising real-time content updates, increasing creative capacity. Additionally, aligning OOH campaigns with digital and social media efforts, measuring and analysing results, and promoting

WHAT IS THE LONG-TERM VISION FOR HILLS ADVERTISING?

The long-term vision of Hills Advertising is built upon several key pillars that align with our commitment to growth, innovation and creating lasting impact in this dynamic and diverse market. First and foremost, we are committed to being at the forefront of technological innovation within the industry, We strive to make our advertising campaigns not only memorable but also deeply immersive and impactful. Client relationships are central to our long-term success. We envision ourselves as trusted partners for our clients, delivering exceptional customer service and transparent, data-driven results. By offering value-added services and continuously refining our offerings, we aim to be the go-to choice for businesses looking to reach their target audiences effectively in the UAE. Expansion remains a critical component of our vision. We plan to expand our reach strategically across the region, targeting high-traffic areas and collaborating with local partners to increase our presence. This growth will ensure that we continue to deliver impactful outdoor advertising solutions to a broader audience.

October 30, 2023

s the world of Out of Home evolves, new technologies are allowing brands to become innovative with how they reach consumers. While OOH is often seen as old-fashioned, technology is helping to make it more modern and interactive with new tools and features. TikTok is one such player pushing the boundaries of OOH, having recently launched a new OOH ad solution called ‘Out of Phone’. It will enable brands to use TikTok content on billboards, within in-store displays and cinema promos. Brands can replay clips on a range of new surfaces, expanding the exposure potential of their promotions. The feature has three elements including Out of Phone: Billboard that enables

advertisers to use their existing campaigns on billboards and amplify them onto billboards all over the world. Brands can kick off a campaign on TikTok, generate authentic growth within communities and creators, and then amplify their work onto billboards reaching new audiences. Another innovation Out of Phone: Cinema aims to replicate the TikTok experience on cinema screens and capture engaged audiences during the pre-show with a segment of TikTok’s top content that brands can advertise alongside. The third element of the OOH ad solution is called Out of Phone: Other Screens, which enables ad partners ‘to bring engaging content directly to their audiences on their global networks and screens’. “With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life. From billboards to restaurants, gas stations to airports, we are on a mission to create endless ways for our community to experience the joy and creativity of TikTok,” said Dan Page, Global Head of Distribution, New Screens at TikTok. The solution is personalised for each partner, with tailored programmes meant to suit audiences in specific spaces and locations.

L’Oréal skincare brand CeraVe was one of the first brands to extend its TikTok ads campaign to OOH screens via a partnership with Adomni, a US marketing platform. CeraVe’s #CleanseLikeaDerm campaign, including the brand’s TikToks and creator content, was broadcast in Times Square. “With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life,” added Page. Using the new solution, brands can kick off a campaign on TikTok, generate growth within the platform’s communities and creators, and then amplify that work on the other platforms for extended reach, potentially helping tap into new audiences. Along with the social media platform’s many partnerships with the solution, including Redbox and Vevo, brands have begun experimenting with Out of Phone. The OOH launch follows other advancements on the ad front for the platform. A new functionality for marketers allows for ads to appear as part of a user’s search results. TikTok also outlined several new measurement capabilities intended to help

‘‘FROM BILLBOARDS TO RESTAURANTS, GAS STATIONS TO AIRPORTS, WE ARE ON A MISSION ” advertisers better track when campaigns result in conversions. Highlighting how versatile OOH has become, cosmetic brand Estée Lauder has launched a breast cancer awareness campaign titled ‘I never thought’ using the iconic Burj Khalifa. The campaign will focus on the importance of early detection, raising awareness surrounding the diagnosis journey while also touching on themes related to self-examination, community and a goal of a cancer-free future. ‘Beautifully United to End Breast Cancer,’ the campaign’s slogan, uses the side of the Burj Khalifa, while the Public Investment Fund Tower in Saudi Arabia will stand in solidarity showing support by adorning its entire façade in pink. Estelle Létang, General Manager of Estée Lauder Companies Middle East, said: “In the Middle East, where early detection can make all the difference, it’s vital that we raise awareness and inspire hope. “By uniting our partners and community, we can empower individuals across generations to stand together for the cause, because we believe that, together, we can make a significant impact on breast cancer in the Middle East region.” Both campaigns show just how much OOH is still an important part of a marketers tool box.

THE POWER OF OOH TikTok and Estée Lauder are helping push outdoor advertising boundaries, says Sonia Majumder

October 30, 2023

LEADERSHIP PANEL

Founded: 1999 Holding group: W Group Holding, a subsidiary of W Ventures Holding Headquartered: Dubai, with offices in Abu Dhabi and Beirut Number of staff: 67 www.hypermedia.ae +971 4 245 4600, +971 55 596 9517

Philip Matta

Khaled El Far

Group COO

Group CFO

Gerard Rustom

Ghada El-Kari

MD/CRO

CMO

Nassim Habib

Daniel Khalil

Head of Sales, Outdoor & Dubai Metro

Head of Sales, Retail Media

As creators of impact, Hypermedia empowers brands with intelligent DOOH and retail media experiences. Our expansive OOH network, the largest in the UAE, combines cutting-edge technology-driven media, strategically positioned prime locations and advanced data measurement tools. PROPERTIES: Dubai Metro: Signature – Naming Rights for 53 stations are on Red Line and Green Line; In-Station & In-Train: 1,500 digital screens, 800 illuminated sheets, over 4,000 assets of vinyl wrap (escalators, elevators, stairs, travelators etc). 53 activations promo area. 125 Trains: 2,750 overheads, 4,000 window stickers, 4,000 seat dividers. Outdoor: Z Gallery – Sheikh Zayed Road and heart of Dubai: 23 Iconic Arts, 13 LED Bridges, 21 Static bridges, 3 Static Illuminated Hoardings, 6 verticals, 780 pillars, 2 large LED hoardings, 2 Hoardings. Z others – prime outdoor locations 112 illuminated piers & 140 faces of Lampposts, 3 Hoardings. Destinations: state-of-the-art digital network and promo areas in Expo City Dubai, Palm Jumeirah and Nakheel communities. Retail Media: 40+ Malls in the UAE (MAF, AlDar, Wafi, Burjuman, Abu Dhabi Mall, Deerfield, Bawabet el Sharq, Dalma, Reem and Nakheel); In-Store – 240+ markets and hypermarkets in the UAE (Carrefour, Union Coop, Abu Dhabi COOP, LULU).

INDUSTRY SNAPSHOT

HABIB WEHBI Chairman & CEO, W Group (Hypermedia & DigitAll)

Through real-time audience measurement and smart triggered ads across our Dubai Metro, in-mall, and in-store digital networks, we’ve elevated the Digital OOH (DOOH) experience. The integration of a robust data ecosystem has fundamentally changed the face of OOH advertising, turning it into a dynamic media platform fuelled by actionable insights.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

WHAT IS THE EFFECT OF TECHNOLOGY ON THE OOH SECTOR?

Technology has been a transformative force in the OOH sector, revolutionising how brands connect with their audiences. At W Group and its subsidiaries Hypermedia and DigitAll, we’ve harnessed cutting-edge data technology to power our extensive media network, enabling our clients to create data-driven campaigns.

The evolution of DOOH advertising has been marked by a remarkable integration of smart data solutions, and W Group has been at the forefront of this transformation, particularly in the UAE. By seamlessly incorporating datadriven technologies into its extensive media network, W Group has not only revolutionised the DOOH landscape but has also extended its expertise to the wider GCC region. Through strategic partnerships with both regional and global data measurement companies, W Group has established a comprehensive data ecosystem. This ecosystem allows for the precise measurement of campaign performance, both indoors and outdoors, enabling marketers to optimise their return on investment through accurate metrics, by leveraging cutting-edge technologies like artificial intelligence, 3D visual sensors, and real-time triggers.

WHAT ARE CLIENTS ASKING YOU FOR?

Our clients are consistently seeking greater

measurability to substantiate their marketing investments. They’re looking for enhanced return on investment (ROI), and we’re addressing this need through our robust data measurement tools, as mentioned earlier. Additionally, we’re developing a dynamic digital media network that empowers them to craft more creative and engaging content, leading to more effective campaigns. This combined approach ensures that our clients not only achieve tangible results but also have the means to continually refine and optimise their strategies for maximum impact in the ever-evolving landscape of advertising and marketing.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

It’s crucial to recognise its newfound measurability and budget allocation capabilities. With advancements in data-driven technologies, OOH can now be tracked and analysed, providing concrete metrics for its impact. Moreover, OOH has the unique ability to target specific demographics with precision, ensuring that messages reach the right audience at the right time. Therefore, it’s imperative for marketers to shift their focus towards OOH as a primary channel, surpassing both online and traditional media, to harness its exceptional potential for delivering high-value, targeted impressions. This strategic shift can lead to a more balanced and effective marketing mix, driving enhanced results and engagement for brands.

October 30, 2023

have a love and hate relationship with outdoor advertising. I love it because, unlike other traditional advertising media spaces like film, the possibilities are endless and not bound to a screen, for instance. And I hate it because nothing really comes close to it. I’m talking craft, I’m talking impact and the absolute need to convey a crystal clear idea in an image and/or seven or less words. It’s tough. But it’s beautiful. Tackling this challenge opened my horizons to broader approaches to outdoor advertising in the first third of my advertising career. Coming from a small market like Portugal, in which one has to be smart with the limited budgets available, we always had to maximise the impact and ROI. From very early on, I realised that going beyond the traditional bus stop or 8x3m outdoor was more than a possibility, it was a must. Retail and window displays, street activations, installations, guerrilla marketing and other special executions became a staple in my arsenal. I could see people interacting with my ideas, taking photos, enjoying themselves, sharing them with friends and followers in blogs and, later, the early days of social media, with my very own eyes. Advertising was becoming a two-way street for me. That first third of my career ended with a bang. Or two bangs, let’s say. A Cannes Lions award for a project - that was actually more like 3 in 1 projects - for Lisbon City Hall and Citroen on street art, and several work trips to Istanbul. Well, people had told me that in Turkey, and especially in Istanbul, outdoor advertising was king. I dismissed those remarks with a snark. Until I got there. And, once again, I fell in love with outdoor advertising all over again. The sheer size, impact and influence in culture was prevalent and, truth be told, inspiring. Then I moved to London, in early 2013, kicking off the 2/3 of my creative journey. London felt – and still feels, for now, at least – like the centre of the ad world. And as an ‘ad nerd’, as Anselmo Ramos coined it, I was like a kid in a candy store: red double decker buses, Piccadilly Circus, tube stations and awesome parks and summer festivals. Paired with the potential of social media interaction and other innovative effects such as Augmented Reality and 3D, people could now interact, play with and personalise their branded experiences to their likings. How cool was that? Innovation was moving this beloved ‘traditional’ media forward at the speed of light. Paired that with some witty British humour and I was in copywriter’s heaven. The seeds of hyper-reality were starting to be planted, and I was ecstatic to be a part of it, working for different industries, such as entertainment, automotive, FMCG and sports. Outdoor advertising can house every category of products or services, every brand and any idea. Just browse through any awards show Outdoor category and you’ll see the most diversified types of mediums, executions and mechanics. Starting an ideation process with an inspirational key visual – that ends up becoming, most times,

retail stores across the entire Middle East, we can rest assured that it will be seen. So, it better be good. Outdoor advertising is, more than any other region in the world, the main vehicle to run comms messages, in a somewhat paradoxical landscape in which people aren’t really out and about all that much due to the weather. Sure, they drive everywhere, which just makes it all that much challenging. But when the idea is properly crafted, the photography and art direction are on-point, the writing is chef’s kiss, then you unlock something that no other medium, other than outdoors, has: a 1-2 punch of emotions, that will surely hit both brains and hearts. By Frederico Roberto, ECD at TBWA\RAAD

AN OUTDOOR STORY IN THREE ACTS Creating effective outdoor advertising is hard, says TBWA\ RAAD’s Frederico Roberto the main piece in outdoor advertising – is a great summarising exercise that we’ll force our creative brains to distill, improve, simplify and polish any spark of an idea that came tumbling into every creatives’ day-to-day. And then, we build from there: does it require or need a special execution or build? Can it be interactive? Can it go bigger? Smaller? Animated? Expanded? Movable? And here I am, having started my third decade in the advertising world, now in

‘‘OUTDOOR ADVERTISING IS THE MAIN VEHICLE TO RUN COMMS MESSAGES” Dubai, the centre of the new world (and not just the ad one). The place in which outdoor advertising is more than unavoidable, it’s an imperative in order to stand out, make a statement, and really show if an idea has ‘legs’. Be it being shown in the unmissable Burj Khalifa, other huge print outs in billboards, bridges or magnificent

October 30, 2023

LEADERSHIP TEAM

Founded: 2020 Ownership/holding group: Paul Abouchacra Office: Dubai, UAE Number of staff: 9 www.mediamixadv.com info@mediamixadv.com +971 50 687 6262, +971 50 497 7653

Paul Abouchacra

Mona Al Yousef

Managing Director, StarzMedia & Media Mix

Business Development Director

Zeeshan Anjum

Jennifer Alcober

Sales Manager

Media Manager

Lynn Abouchacra

Jafar Kadu Vettiyil

Business Development Executive

Videographer

With the support of its partnership with StarzMedia, Media Mix has been consistently growing and diversifying its inventory. “Our pledge, as Media Mix Advertising, is to continuously explore creative advertising opportunities for our clients. We love tapping into uncharted territories to leave minute marks that will create a lasting impact in the OOH scene. Small actions can lead to much bigger successes.” PROPERTIES: 2 Billboards – Canal Bridge - Jumeirah Beach Road 4 Unipoles – Dubai Festival City – Rebat Street & Nad Al Hamar Street 21 Unipoles – Sheikh Zayed Road – Jebel Ali to Abu Dhabi 1 Side Wall – DIFC – Al Saqr Business Tower 1 Digital Unipole – Al Maktoum Bridge – Tariq Bin Ziyad Street INDUSTRY SNAPSHOT

PAUL ABOUCHACRA Managing Director, StarzMedia & Media Mix

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Technology has been having a significant impact on the Out of Home (OOH) advertising sector, and it is likely that these trends will continue evolving in the years to come. Some of the technological advancements we’ve witnessed in the OOH sector include: (1) the digitalisation of static billboards to display dynamic content that allows changing messages quickly and even target specific audiences based on time of day or location, (2) the efficient use of data and analytics (such as real-time traffic data, demographic data and location data) to optimise campaigns, (3) programmatic advertising for better targeting, (4) augmented reality and interactive OOH campaigns, (5) mobile integration like geo-fencing for more targeted and cohesive advertising strategies, (6) better measurement tools to assess ROI more accurately, and (7) sustainability in terms of having more energy-efficient and environmentally-friendly advertising mediums.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

Digital Out of Home (DOOH) advertising has been an evolving and dynamic sector within the

broader OOH advertising landscape. Through the technological developments and trends listed above, DOOH has been experiencing significant growth and transformation in becoming more dynamic, data-driven and interactive. Most importantly, this sector has also been adapting to the changing expectations of both advertisers and consumers.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

SeaWorld’s opening was the recent OOH campaign that really caught my eye for two reasons: (1) their dynamic media mix, and (2) their creative execution of the artwork. They did a great job at advertising through radio channels, LED digital bridge banners, a special execution on a hoarding on Sheikh Zayed Road (SZR) with a beautiful night-time exposure that gave the effect of water reflecting on it, the augmented reality and interactive digital screen in JBR, and 21 consecutive unipoles on SZR. Other recent campaigns that caught my eye include Etisalat’s Special Execution on 21 SZR unipoles with 84 cutouts and 42 red spotlights and Standard Chartered Bank’s hoarding with its LED lights and cutouts.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients’ needs will always be based on their campaign objectives as well as receiving the best value in terms of quality and service. Moreover, as technological trends continue to evolve, clients are seeking more creative solutions through the digitalisation and innovative

display of OOH mediums, along with proper measurement tools to evaluate the success of their campaign and assess ROI more accurately.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX? Integrating OOH more effectively into the marketing mix requires a strategic approach that aligns OOH campaigns with overall marketing objectives. There are several strategies to help OOH become a more integrated and impactful part of clients’ marketing efforts, such as: clear marketing objectives, audience segmentation, message consistency, cross-channel synergy, geotargeting and geofencing, data-driven insights, creative innovation, real-time adjustments and proper measurement tools.

Media247,

What it's all about.

n Media 247, we have always kept things genuine, ethical, simple yet professional. The company's philosophy has always been old school. We have always followed His Highness Sheikh Mohammed Bin Rashid Al Maktoum’s teachings which is a combination of old school ethics, consistency and high standard professionalism. When you embrace all the above consistently, success will always be the end result.

Rafiq Abu Hijleh President

October 30, 2023

LEADERSHIP TEAM

Founded: 2005 Holding group: Multiply Group Office: Dubai Number of Staff: 41 www.media247.ae servicing@media247.ae + 971 4 283 3471 Media 247 is a specialised outdoor advertising solution provider with more than 60 locations spread across UAE’s most strategic locations: Sheikh Zayed Road, City Walk, Al Khail Road, Al Garhoud and Ittihad Road. This makes us a preferable choice for outdoor advertising. We work with top local and international brands and agencies across most industries that run outdoor advertising campaigns with us. In addition to these large networks, we have maximised our media verticals with Dubai RTA airport and city taxis (transit media). We also provide our clients with the option to tailor their campaigns according to their needs. Digital screen ad.pdf

23/10/2023

Smitta Ozha

Charles Abi Semaan

CEO

Sales Director

Malika Elomri

Ruchika Mangalani

Associate Director

Loulwa Bibi Sales Manager

5:54 PM

Revolutionizing Dubai's Advertising Landscape With

Cutting-Edge Digital OOH

Coming Soon

Revolutionary, new out-of-home (OOH) advertising medium, powered by innovative technology. This unique and globally patented Escalator Step Branding Solution that gives brands an unrivaled opportunity to connect with audiences.

NOW AVAILABLE AT WAFI MALL CONTACT US TODAY

omran@motivate.ae +971 4 427 3000

October 30, 2023

LEADERSHIP TEAM

Founded: 2022 Holding group: Motivate Media Group Regional HQ: Dubai Number of staff: 3 https://motivatemedia.com/services/ooh-services/ omran@motivate.ae +971 4 427 3000

Anthony Milne

Christopher Trimble

Chief Commercial Officer, Motivate Media Group

Chief Executive Officer, Motivate X Motion Icon

Motivate X Motion Icon, represents an impactful Out of Home (OOH) advertising and safety solution powered by innovative and patented technology. This unique and globally-patented escalator step branding solution offers brands the unrivalled opportunity to advertise their products to a captive audience on the step-riser (face) of escalators. For the first time, brand owners have access to previously unavailable retail space to attract, influence and convert their target audience at the point of purchase. This extensive platform is available across the UAE and KSA, covering shopping malls, airports, exhibition centres, metro stations and many other high traffic locations. PROPERTIES: Dubai International Airport (safety campaigns), Wafi City Mall and additional properties included soon.

Omran Naseem Group Sales Manager

LEADERSHIP TEAM

Founded: 1986 Headquartered: Beirut + 10 local offices Number of staff: 300 www.pikasso.com Hughette.nassar@pikasso.com +971 50 115 7280

Hughette Nassar

Nicole Razzouk

Regional Commercial Director

Sales Director, Iraq

Dubai | Italy | Lebanon | Jordan | Iraq | Algeria | Morocco | Tunisia | Senegal | Mali | Ivory Coast | Armenia Pikasso is the number one OOH Advertising Company across the Levant and a leader in North Africa, West Africa and the Caucasus. The Group operates in 11 countries and in all segments of OOH & DOOH including billboards advertising, street furniture, retail & malls, transport advertising. Our focus is on ensuring audience engagement in prime locations and delivering creative opportunities to our advertisers through the combination of technology and innovation. PROPERTIES Large Format Digital Screens: Italy, Lebanon, Jordan, Iraq, Morocco, Algeria & Ivory Coast Classic Large Formats: 11 Capitals, 80 Main Cities & Towns in 11 Countries Billboard Advertising: 434 Cities and Towns in 10 Countries Malls Concessions: 75 Concessions, 7 Countries. Supermarket Networks: Lebanon, Iraq, Jordan, Morocco, Algeria, Senegal & Mali

Rania Daniel Kildani

Djalila Mahnane

General Manager, Jordan

Commercial Director, Algeria

Chemsi Berrada

Francesca Vincenti

Sales Director, Morocco

Head of Programmatic & Innovation

October 30, 2023

OW EXPENSIVE HAS IT BECOME TO ADVERTISE ON SZR? Sheikh Zayed Road is by far the most highly demanded OOH location in the UAE. Clients brief specifically and only for Sheikh Zayed Road locations and OOH. Brands are willing to invest more to secure visibility on Sheikh Zayed Road than any other highway and that’s why we see increases in advertising rates there. In my view OOH offers excellent value because it delivers very high levels of campaign performance. MPN is also investing heavily across other strategic roads, such as the E311 as we believe brands can benefit from more cost effective and alternative locations without compromising on performance and visibility. WHAT TRENDS HAVE YOU SEEN ALONG THE ‘GOLDEN MILE’ AND DOES MPN OWN ANY BILLBOARDS ON THAT STRETCH? The golden mile has become the whole of Sheikh Zayed Road, the busiest road in the country. There is nothing more premium than for a brand to be on the main arterial road that connects the old and new areas of the city. MPN’s ultra-premium locations opposite Mall of the Emirates are recognised to be the most in demand with a waiting list of the world’s largest brands who know the power of strategically using OOH. WHAT CAN YOU TELL US ABOUT THE ADVERTISERS/CLIENTS YOU WORK WITH? We’re proud to work across the full spectrum with high profile global and local brands as well as SMEs. Our core principle is to deliver high levels of respect and transparency to all clients, as we value direct relationships across our OOH business as well as our radio business, ARN. Although all our clients have unique goals and challenges, they all receive the same approach from us. WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR? Technology, specifically in data reporting is enabling us to measure the huge flow of traffic viewing our assets and MPN is working with Seventh Decimal and its platform Streach to obtain independent OOH audience and location data across our formats, and for our clients campaigns. Other OOH providers are also adopting the platform, which helps to create a standardised and independent measurement system for advertisers. HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE? SeaWorld selected MPN as the core of its launch campaign, using the power of our 200m mega-hoarding to feature a giant 22-metre 2D layered LED outline logo. This allowed them to showcase the campaign to millions of consumers and was a huge part of their successful launch. Atlantis Aquaventure is actively featuring a Trident which is a 26-metre 3D lightbox. The size and scale of these executions are huge and very impressive, which in turn work to optimise the campaign performance further.

OOH IS AN

UNMISSABLE

MEDIUM

Out of Home is one of the most versatile mediums within the marketing mix, writes MPN’s Martyn Frederick

‘‘THE ULTIMATE MEASURE OF AN OOH CAMPAIGN CAN ONLY COME FROM THE CLIENT” WHAT ARE CLIENTS ASKING YOU FOR? More locations on Sheikh Zayed Road is probably the number one request, and more brands want to find creative ways to embellish their installations with die-cut extensions, LED lights and 2D/3D designs. All of MPNs locations are large format and all are capable of these creative and innovative installations. HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX? OOH is a visual medium, it’s a word-of-mouth medium, it’s a measurable medium and it’s an

unmissable medium. Brands can play on these strengths in clever ways to plan omnichannel campaigns that work seamlessly. I’d say OOH is one of the most versatile mediums. MPN is part of the UAE’s leading media network, ARN and a number of brands have utilised the reach of MPN along with the power of 3.8 million radio listeners. WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH? MPN is using digital technology to transform data reporting in the industry. The vast majority of market demand is for an always-on static format that can cut through with a highly-defined message that one client can own for a long period. This is why MPN’s mega-hoardings are the most premium in the market, as the majority of advertisers are signed to annual contracts. This locks out competitors, unlike digital where you’re sharing the space with your competitor brands. The strategic businesses we work with value the exclusivity and ownership that comes with our assets. HOW DO YOU MEASURE THE IMPACT OF AN OOH CAMPAIGN? WHAT METRICS DO YOU USE? Independent data collated by Streach shows that MPN reaches over 70 per cent of the entire Dubai population. This is due to the size of our mega-hoardings and the strategic locations of our portfolio. The ultimate measure of an OOH campaign can only come from the client, it is the advertiser that must evaluate the performance of their schedule against the KPIs and objectives required of their campaign. For all our advertisers, we are able to share tangible data relating to reach, OTR and frequency. However not all creatives are created equally. Can you measure the impact of an OOH campaign by which creatives touch, inspire, remind or challenge you? Which creatives made you laugh or which ones gave you serious ‘fomo’? Advertisers that capture all of these creative senses can achieve outstanding results with OOH. By Martyn Frederick, Director of Sales & Operations at MPN (Multi Platform Network)

October 30, 2023

LEADERSHIP PANEL ®

Founded: 2016 Office: Dubai Number of staff: 14 www.outsiteooh.com ooh@outsiteooh.com +971 4 4456 939

Ahmed Bahgat Chairman & CEO

A data-driven and results-oriented innovative OOH media agency with a vision for innovation and industry transformation across the MEA (Middle East and Africa) region. We are committed to providing our clients with the highest creative yet cost-effective OOH solutions that meet your strategic needs and objectives inbound and outbound. We have a proven track record of innovation and client satisfaction, including the leading global brands that run in the MEA. We don’t just crash traditional media, we invent new ones! We tailored our reliable solutions, MOOH (monitoringooh.com) to deliver the most accurate media intelligence, and forecast predictions. Moreover, we are keen to deliver awareness to the right target audience even online via INSITE OOH (insiteooh.com).

Mahmoud Saeed Director of Communications

outsiteooh.com

Your Dedicated OOH Media Planning & Buying Agency

THINK OUTSITE THE SIGN

October 30, 2023

LEADERSHIP PANEL

Holding group: Multiply Group Headquarters: Abu Dhabi www.violaoutdoor.ae marketing@viola.ae +971 2 644 0000 Viola Outdoor offers full-funnel and turnkey solutions ensuring maximum exposure and strategic reach across the Emirates, enabling brands to engage with audiences in moments that matter. Whether creating awareness in a specific neighbourhood, a city or across busy highways, we provide comprehensive exposure that delivers results and maximises ROI.

Ammar Sharaf

Abid Sheikh

Chief Executive Officer

Chief Finance Officer

Ola El Sisi

Henrietta Shakespeare

Chief Commercial Officer

Executive Growth & Operations Director

Nabila Al Tuwal

Emile Salloum

Head of Sales

Sales Director

Our assets include a considerable number of premium lamppost circuits, giving us market-leading frequency with over 2,000 faces, alongside our fleet of buswraps covering Abu Dhabi and Al Ain, all static bridge banners and digital bridge banners, landmark hoardings, digital taxi tops and a fast-expanding digital mediafirst network.

INDUSTRY SNAPSHOT

AMMAR SHARAF Founder and CEO of Viola Communications

advertisers purchase spaces more seamlessly within the digital ecosystem. Once optional, the ability to respond quickly to shifting world events and conditions on the fly is now deemed critical. Marketers now demand data as a standard to understand ever-evolving consumer habits and movement patterns. Technologyenabled OOH allows buyers to manage their OOH media strategies in more flexible ways that make the most of the more agile nature of the medium.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

There’s no doubt about it, technology has opened new doors in the OOH industry for both buyers and media owners. The opportunities are limitless, but ultimately, it’s about helping

OOH is one of the oldest advertising mediums in the world, and hadn’t really changed significantly in many years until the last decade, when the introduction of DOOH put it on a fast track to becoming one of the most modern media formats. With mobile devices now omnipresent, there is a growing awareness around how OOH can be integrated with new touchpoints to become the ultimate platform for online consumer engagement. OOH is a ‘reach’ medium - it exists to reach people in public spaces. Viola Outdoor’s coverage across the UAE gives us unparalleled audience reach, but more than that, we see ourselves bridging online and offline worlds by combining our outstanding audience reach, bringing together the traditional purposes of OOH with the power of modern technology that gives brands a sense of control, which will never fully be the case online, making OOH truly futureproof.

WHAT ARE CLIENTS ASKING FOR?

Viola has a long history and a lot of experience selling OOH inventory, but DOOH is a different ballgame. With options to sell based on deeper audience insights, the demand and expectations from media buyers have deepened too. From the request for more dynamic and contextual displays for advertising messages to flexible buying models that help in fulfilling offline-toonline journeys using mobility data and context to inform where audiences are - at the end of the day, it’s really all about using data to streamline processes and deliver hyper-targeting at scale.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

Historically, OOH has been known as an awareness driver, but that view is rapidly changing. Advertisers can now leverage DOOH as both a lower-funnel conversion engine and an integral part of their omnichannel mix – allowing them to consistently reach their target audience with powerful messages and drive measurable value for their business. We know OOH elicits online activity and prompts consumers to take action, with almost half of consumers using a search engine after being exposed to OOH advertising. Advanced targeting and measurement capabilities have refreshed interest in traditional OOH advertisement and opened up new possibilities for adopting datadriven approaches – pushing the industry toward greater efficiency and effectiveness and enabling all formats to work together to achieve greater business outcomes.

October 30, 2023

OH is not just a medium; it’s a dynamic platform for creative expression, providing advertisers with a tangible and enduring presence in the physical world. Industries such as retail, tourism, entertainment, automotive and F&B find OOH indispensable, employing it to drive foot traffic, promote products and build brand recognition. Incorporating digital elements into OOH has revolutionised the industry, providing precise metrics for return on investment (ROI). Advertisers can now measure pedestrian traffic, dwell time and interactions with ad content. This datadriven analysis aligns perfectly with the expectations of modern clients, allowing for informed decisions and enhanced campaign performance. Research from Kantar shows that consumers prefer channels that ‘cause the least interruption to their lives’, and consumer engagement stands out as a key motivator for brands choosing OOH advertising. In Kantar’s report, consumers preferred media channels to receive advertising through are entirely in-person rather than online. It’s no surprise that OOH and DOOH were in the top five channels identified – OOH creates an environment conducive to positive interactions, driving social media sharing, user-generated content and increased brand mentions. OOH advertisements, both traditional and digital, spark conversations, engaging consumers in meaningful ways. RIDING THE DOOH WAVE IN MENA While the MENA region has recognised the importance of Digital Out of Home (DOOH), its growth has been gradual but steady. The increasing infrastructure for DOOH is expected to enable the market to plan and execute campaigns more efficiently. This

‘‘OOH IS SET TO PLAY AN EVEN MORE CENTRAL ROLE IN THE MARKETING MIX IN 2024” growth is promising, indicating a future where digital capabilities in OOH advertising will significantly enhance campaign strategies and make room for campaign optimisation, measurement and endless creative possibilities. GLOBAL ASPIRATIONS OF REGIONAL BRANDS Regional brands are increasingly realising the potential of international OOH advertising as a dynamic and impactful channel. By leveraging advanced technologies in planning, measurement, and creative capabilities, these brands can craft

THE TRENDS DRIVING OOH’S GLOBAL EVOLUTION Talon’s Mansour Wehbe sheds light on how Out of Home is evolving in the MENA region

more effective and efficient campaigns. These technological tools enable the creation and deployment of engaging and personalised campaigns in the OOH space on a global scale. PROGRAMMATIC DOOH: ENHANCING PRECISION AND EFFICIENCY Programmatic DOOH has gained traction, leveraging multiple Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs) worldwide. Talon utilises these platforms, both proprietary and in partnership, to optimise campaigns for regional clients with specific targeting needs. This strategy allows advertisers to maximise reach and impact, even with constrained budgets. BRAND BUILDING ON THE GLOBAL STAGE Predominantly, the primary objective remains brand building and increasing brand awareness. Brand Lift Studies (BLS) are now a standard requirement, providing insights into campaign impact and audience reception against brand metrics and showcasing OOH’s impact within the marketing mix. This approach helps in shaping future strategies and proves campaign effectiveness, showing that OOH campaigns resonate with the target audience. UNLEASHING CREATIVITY FOR IMPACT The growing interest in OOH advertising on the international stage is driven by

continuous advancements in creative capabilities and the increase in effectiveness creative campaigns can generate. Our data shows campaigns with strong creative effectiveness drive 5.8 times stronger uplifts in brand consideration and are 2.8 times more effective at driving purchase intent compared with low-performing creatives (Talon Benchmarks). This reinforces our narrative of how imperative creative effectiveness is in OOH as a low dwell time media channel. The OOH scene in MENA is evolving into a canvas for creativity and impact with the introduction of 3D, AI and AR opportunities, akin to what is already seen in mature international markets. This evolution promises exciting opportunities for advertisers seeking to captivate audiences with innovative and impactful campaigns. THERE’S NEVER BEEN A BETTER TIME TO THINK OUTSIDE ... OOH advertising continues to evolve, with audience-first targeting and programmatic OOH evolving its ability to shift metrics along the whole brand funnel whilst preserving its wide reach and brand fame-generating tactics. The MENA region, recognising the potential of OOH in the global arena, is witnessing a steady integration of digital elements and leveraging advanced technologies to create powerful and engaging campaigns. With data-driven insights and a focus on creativity, OOH is set to play an even more central role in the marketing mix in 2024, both locally and globally. By Mansour Wehbe, client director at Talon MENA

IMAGINE WHAT’S POSSIBLE WHEN YOU THINK OUTSIDE_ Talon is a pioneering Out of Home specialist agency – taking MENA brands global. We offer data-led planning, buying, and programmatic OOH solutions for regional and international clients. Our award-winning creative executions, led by Grand Visual, stop people in their tracks. Delivered by our expert team in Dubai for clients in the UAE and wider MENA region - OOH media that rethinks what’s possible and brings brands to life. www.talonooh.com

UAE AND KSA OOH LOCATION MAP 2023-2024 GOLD SPONSORS

HEADLINE SPONSOR

Saadiyat Island Zayed Port 01

ABU DHABI OOH MAP

Al Zahiyah Al Salam street 15 09

Al Hisn 11

Al Khalidiah

Corniche Beach

03 05

05 11

13 03

03 05 03 05

1903

16 15

01 05

15 11 15 11 13 15 16 05

Al Reem Island

11 14

Al Nahyan 11

Abu Dhabi

11 03

11 15 15 15

11 03 03 05

03 11

Marina Mall

03 11

AL AIN OOH MAP

Al Mushrif

03 03

11 03

17 17

Al Maqam

17 17

17 17 17

Al Mutawah

VIOLA

ARABIAN OUTDOOR ADVERTISING

BACKLITE

01. Megacoms 02. Unipoles 03. Mupis

06. Destination: Al Qana In-Mall: The Galleria Al Maryah Island

11. Lampost 12. Bridges 13. Hoardings 14. Digital Bridge banners

MEDIA 24/7 18. Hoarding

ELEVISION

HYPERMEDIA 04. Outdoor Digital Link Bridge 05. IN-MALL Digital, Static & Promospace. Yas Mall, The Mall – WTC, Abu Dhabi Mall, Dalma Mall, Mushrif Mall, Bawabat Al Sharq, Deerfields Townsquare, Reem mall & Jimi Mall (Al Ain), Carrefour, LULU, Abu Dhabi Coop & Spar

JCDECAUX 07. Abu Dhabi International Airport 08. LED 09. Building Wrap 10. Hoarding

03 03

03 03 03

03 03

03 05 11

Al Buraimi

05 05

12/14

05 03

15. Residential Elevator Screens -151 Screens 16. Commercial Elevator Screens - 33 Screens

R O YA L V I S I O N M E D I A 17. Lampost

BSA 19. Hoardings

t 02

u nto

Gh o T 10 10 10

Yas – Saadiyat highway

Al Shahama

01 12

05 05

12 02

01 01

reek C a ah Al R 11

01 02

11 03 03

5 11

12 14

01 01

01 05 12

Unipoles/ Megacoms

11 01

Khalifa City 01

Masdar City

15 15

03 11

Lampposts

Mupis

11 11

In-mall media

Hoardings/ Scaffold

Digital screens

Building/ Wall wraps

Roof top screens

LED

Mussafah

11 01 05 Dalma Mall 01 05

Mohammed Bin Zayed City

Airports

Bridges

Elevator screens

11 11

05 12

DUBAI OOH MAP

Palm Jumeirah 26 26 26 26 29 28 28 28 51 29 28

68 68

68 68 68

35 68

The Outlet Village

18 17

17/21

Ibn Battuta mall

Dubai Parks & Resorts

71 71

15 01 17/21

17/21

68 68

Barsha Heights

22 26

25 27

01 01

Dubai South

Dubai World Central Airport

PHI 12. Hoardings: Sheikh Zayed Road, Sheikh Mohammad Bin Zayed Road, Hessa Street 13. Bridges 14. LED Unipoles

GROUP PLUS 07. Lampposts - Sheikh Zayed Road, Deira 08. LED Unipole, LED Megacom 09. Hoarding - Sheikh Zayed Road 10. LED Tower 11. Unipole Al Khail

36 36

BSA 15. Hoardings 16. LED Screens

M U LT I P L AT F O R M NETWORK 55. Unipoles 56. Hoardings

HILL S ADVERTISING 01. Bridges 02. Unipoles 03. Lampposts 04. Digital screens 05. Wall backlit banner 06. Hoardings and Mupis

36 36

FOOTPRINT 30. Glass wraps 31. Wall Banners 32. Unipoles 33. Digital screen 34. Hoardings, Bridge banner

01 28

17/21

Expo

17/21

35 36

17 25

12 37

Mall of Emirat

26 25

abi

17/21 06

01 18

35 43 64 17/21 25 18 06

35 24

To A

JBR

Dubai Marina 18

61 36

36 36 01 36 36 48 36 37 30 48 47 47 66 37 51 47 72 35 49 72 36 72 3 55 01 55 55 55 51 72 72 65 52 48 42 12 63 24 12 36 36 43 43 43 43 24 35 15 56 56 37 18 18 01 25 18 25 56 25 25 01 17/21 06 17/21 17/21 01 17 06 18 75 25 32 06 25 06 45 07 06 17/21 06 51 52 37 1 05 72 29 51 37 74 29 07 07 37 35 72 63 32 72 36 15 29 36 01 32 33 72 37 37 72 72 36 72 36 36 36 36 37 34 37 29 72 10 36 29 32 12 36 72 36 37 12 37 36 76

JCDECAUX HYPERMEDIA DUBAI METRO 17. Illuminated & Digital Screens Static & Promo Area - InTrain OUTDOOR 18. The Artists & Tableau (LED & Static Bridge) 19. The Canvas (Sheikh Rashid Road) 20. Mega Curved Digital (Baniyas Road) 21. Iconic Art (Station Wrap) 22. Masterpiece (TPS/ Hoarding) 23. The Portrait (Sidra tower light box) 24. Sculptures (EEP) 25. Graffiti (Metro Pillars) 26. Piers (Backlit Lightbox),Lamppost (Backlit Lightbox) 27. Vertical Light box (Backlit Lightbox) 28. Digital Unipoles/Megacoms, EXPO City Digital Screens IN-MALL 29. Digital, Static & Promospace. Mall of the Emirates, City Centre Mirdif City Centre Deira, City Centre Shindagha Burjuman, Wafi Mall, The Pointe, Ibn Battuta Mall Dargom Mart 1&2, Circle Mall, Nakheel Mall & Nakheel Pavilions (Jumeirah Islands , Jumeirah Park, Jumeirah Park East, Discovery Gardens Al Furjan , NAD Al Sheba) Carrefour, Union Coop & LULU

AR ABIAN OUTDOOR UAE 35. Lampposts - Sheikh Zayed Road, Dubai Parks & Resorts, Dubai Marina, Al Khail Road, Garhoud, Hessa, Business Bay and Marakesh Umm Suqiem-Madinat Jumeirah 36. Mupi Boards covering all Dubai 37. Megacom boards covering all Dubai 38. 4 Dubai Canal Towers 39. Mupi digital - JGE 40. Unipoles - Sheikh Mohammed Bin Zayed Road 41. Sheikh Zayed Road Bridges

46. Dubai Airports: Exclusive Airport Advertising rights at Dubai International (DXB) & Dubai World Central (DWC) 47. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 6 digital screens 48. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 23 double sided MUPIs 49. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 8 bus shelters 50. Jumeirah Beach Road: Only OOH media owner with over 320 lampposts covering the 15km stretch

BACKLITE 57. The Triple Crown 58. The Dubai Gateway 59. The Dubai Jawhara 60. Static Unipoles 61. Destinations: The Beach, City walk In-mall: Festival City 62. Digital LED Unipoles

MEDIA 24/7 42. Unipoles from Garhoud Area, City Walk Area & Sheikh Zayed Road 43. Hoardings along Sheikh Zayed Road, Al Khail Road and City Walk Area 44. Wall Banner along SZR and Bur Dubai Area 45. Building Graphics RTA Taxis - City and Airport

ELEVISION 51. Residential Elevator Screens - 1024 Screens 52. Commercial Elevator Screens - 369 Screens 53. DIFC Screens - 46 Screens 54. Hoardings – North and South

CONTOUR MEDIA 63. Hoardings: Fraser Hoarding SZR, Hessa 1&2, Al Khail Rd. 64. LED Screens: Canal, JBR–The Walk ,Al Khawaneej Walk, The Outlet Village, Blue Waters, Box Park 65. Billboards: City Walk, La Mer, JBR Billboards 66. Lampposts: JBR Lampposts

43 15

53 53

Dubai Canal

15 56

13 30

DIFC

08 14

Burj Khalifa Dubai Mall

THE GOLDEN BOULEVARD ZOOM IN

La Mer

65 50

15 18 17/21 43 25 43 06 37 35 41 36 42 41 22 36 36 36

36 60 24

43 01

15 60 72 60

05 29

06 35

Dubai Canal

Burj Khalifa 51 Dubai Mall

35 43

71 71

17/21

70 36

29 36

42 07

15 17

01 17

25 36 17

36 36

17/21

17 32 71

Al Khail Rd

01 01

35 71

01 68

Dubai International Airport

17 01

Mirdiff

29 29

40 40

Dubai Science Park

36 36

64 36

73 73

29 29

01 55

Dragon Mart 1 & 2

MEDIA MIX

67. Jumeirah Canal Billboards 68. 25 Unipoles 69. 1 DIFC Side Wall 70. 1 Maktoum Bridge Digital Unipole

VIOLA

71. Static bridge baanner

AL ARABIA 72. Mupis 73. Hordings

Unipoles/ Megacoms

Lampposts

Mupis

In-mall media /Destinations

Hoardings/ Scaffold

Digital screens

Metro pillars

Metro stations

Building/ Wall wraps

Bridges

Bus Shelter

Wall backlit banner/LED

Roof top screens

BLUE AD 74. Hoardings 75. Unipoles 76. 3D-digital vessel, Building wrap

Airports

51 55

40 25

Ras Al Khor

36 36

Meydan Racecourse

14 14

02 72 29 02

36 02

17/21

71 43

Deira 36

36 36

71 01

71 17 71

72 21 37 36 32 36 37 42 07 36 32

Wafi

35 17

29 29

72 04

37 17

01 15

17 36 25

Dubai Museum

25 29

14 43

16 18

DIFC

43 43

1835

18 17/21

17 36

35 36 25 17/21 72 17 18 56 36 72 01 36 25 17/21 05 17/21 36 4 06 4 16 36 36 36 06 36 36 72 04 06 72 72 72 72

72 38

35 18 25 17/21

38 38

the tes 36

24 25

72 25

43 43 43

72 72 35

01 18 17/21 36 06 37

15 43 72 57 57 57 25 18 25 17/21 01 18 02

36 42

61 36

60 72

Safa Park

72 36

72 29 72 36

29 36

14 62

36 36

71 71 18

56 54 36 56 56 72 56 35 72 36

6 51

36 36

urj Al Arab

The World Islands

10 14

King Khalid International Airport

14 08 14

Al Fursan

08 09 11 11

12 08

08 08

08 14

RIYADH OOH MAP

Al Rimal

08 08 08

08 06

08 06 05

Al Yasmin Al Malqa

06 06

06 06 06

06 06 06 06

03 06

05 05

Al Munsiyah

Qurtubah Al Yarmuk

03 03

05 01

07 01

Hittin 01

01 01

02 06 03 07 07 07

06 01

06 03

06 01 01

01 01 07

06 01

01 04

07 02

06 06

Ar Rabwah 01

Arches

03 06 06

01 02

Ar Rawdah

06 03

Al Safarat

Al Hamra

01 01

Ash Sharq

06 06

Al Malaz

07 01 03 01

As Sulay Unipoles/ Megacoms

06 06

06 06 06 06 06

As Suwaidi

06 06 06 06 06

Manfuhah Al Aziziyah

Ash Shifa Alawali

L E G E N D

AL ARABIA

JCDECAUX

01. Digital Mupi 02. LED 03. Megacom 04. The guide 05. Mezahpole 06. Mezah 07. Inmall

08. Unipoles – mixture of front- lit and back-lit. 09. Scaffolds 10. Seniors – back-lit lightbox 11. Iconic Digital – Check-in area T3/T4 12. Bridge Lightbox 13. Back-lit Archway 14. Giant Mupi

Lampposts

Bridges

Hoardings/ Scaffold

In-mall media

LED

Flags

05 05

JEDDAH OOH MAP

King Abdulaziz International Airport

Al Murjan

04 04

Bryman 05 01 01

07 01

Al Marwah 01 01

01 01

Al Bawadi 02

Al-Safa

03 01

02 04

03 01

02 01 01

01 01

Unipoles/ Megacoms

01 01

L An Naseem

AL ARABIA 01. Dao bridges 02. LED 03. Giant screens 04. Inmall media

05. Unipoles – mixture of front-lit and back-lit. 06. Scaffold 07. Monolith – back-lit lightbox 08. Seniors – back-lit lightbox 09. Iconic Digital – check 10. Iconic Digital – arrivals walkway

Bridges

JCDECAUX

Lampposts

Hoardings/ Scaffold

In-mall media

LED

Flags