SpotLite by BackLite, Vol 3 – 2025

MULTIPLY MEDIA GROUP LONDON EXPANSION

WHERE INNOVATION MEETS TRADITION

INSPIRED BY THE STRENGTH AND GRACE OF ITS NAMESAKE, THE ORYX SETS A NEW STANDARD FOR SOPHISTICATION IN OUT-OF-HOME

Henrietta Shakespeare, Chief of Staff, Multiply Media Group

SMARTER SCREENS: HOW AI IS RESHAPING OOH CONTENT MANAGEMENT AND PROGRAMMATIC

Catherine Lee, Product Marketing Manager, Broadsign

SHAPING THE FUTURE OF OOH: A CONVERSATION WITH SEVENTH DECIMAL ON THE GCC’S FIRST REGIONAL SUMMIT

Maud Moawad, Seventh Decimal CEO & Co-Founder

Mezier

James Power, Commercial Director EMEA & APAC, Place Exchange

Manal Naboulsi, LVMH Business Lead, Publicis Media

Jeff Gunderman, Founder Digital & Programmatic OOH Education & Advisory, DOOH Academy

INNOVATION: HOW PROGRAMMATIC DOOH IS REDEFINING CREATIVITY IN THE UAE’S ADVERTISING LANDSCAPE

Sean Gadsby, Director of Innovation & Emerging technologies, Multiply Media Group

SMART SPACES: HOW STRATEGIC OOH PLACEMENT EXPANDS LUXURY REACH

Rana Balkajian, Associate Business DirectorBuying / LVMH, Publicis Group

Mike Storm, COO, Neurons

Lee Cutter, Vice President, Sales - UK, Nordics and MENA, Perion

Chafik Tahri, Director of Operations, BackLite Media

WHERE PRESENCE BECOMES POWER

Exceptional design meets strategic thinking. Our sites are intentionally placed in high-impact areas that reflect the pace and prestige of their surroundings, from the dynamic Sheikh Zayed Road highway, to the landmark roads of Abu Dhabi. Every location is chosen not only for visibility, but for the relevance and resonance it brings to the brands we host.

5 PILLARS DESIRABLE BY LOCATION ASSOCIATION

A PLATFORM BUILT ON INFLUENCE

We work alongside some of the most respected voices shaping the future of Out-of-Home. Through close alignment with leading organisations and forward-thinking collaborators from the industry, we ensure that everything we build is informed by global standards and rooted in collective progress.

INSIGHTS

STRATEGY INFORMED BY INTELLIGENCE

We believe smart OOH begins with a full understanding of the landscape. From social listening to identifying behavioural patterns and creative opportunities, our planning is rooted in insight from day one. Tools like neuromarketing and creative testing help us support campaigns that are not only seen, but understood and remembered.

PROGRESS WITH PURPOSE

Great media contributes to more than campaigns, it contributes to cities, environments, and future generations. Through our sustainability commitments and long-term vision under BackLite26, we are focused on minimising impact while maximising value for the communities around us. This pillar reflects how we view responsibility not as a task, but as a standard.

COMMUNITY CARE

DETAIL IS THE DIFFERENCE

Every element of what we do — from design to delivery — is guided by precision and responsiveness. Care is not a final layer, it’s the foundation. This commitment shapes the relationships we build, the services we provide, and the quality we maintain across every touchpoint.

BY JAMES BICKNELL GROUP CEO

GROUP CEO’S REMARKS

Dear Readers,

As the pace of global change accelerates, so too does the transformation of our industry. At Multiply Media Group (MMG), we stand at a pivotal juncture – where creativity and innovation converge to redefine outdoor advertising. This is not merely a time of transition; it is a call for visionary leadership, imaginative thinking, and bold action.

The rise of artificial intelligence and breakthrough technologies has disrupted convention and challenged us to reimagine how we communicate in the public realm. And here lies our greatest creative opportunity – an invitation not simply to adapt, but to lead with ingenuity. And we are doing precisely that.

Within Multiply Media Group, we have chosen to embrace change not as a mandate, but as a mindset. We see ourselves as creative pioneers – architects of a future where innovation is fuelled by the power of original thought and purposeful design. To lead today means more than staying ahead of trends; it requires the cultivation of a culture that prizes curiosity, encourages experimentation, and dares to question the status quo.

Through data-driven technologies, we now orchestrate campaigns that adapt in real-time, harnessing behavioural insights, location intelligence, and environmental cues to create nuanced, hyper-relevant brand stories. Far from diminishing creativity, these tools empower it – offering new realms for expression, storytelling, and emotional resonance.

We know that innovation is not a product of technology alone. It is born from a willingness to think differently – to be agile and deeply attuned to human experience. It is creativity that enables us to forge emotional connections, challenge assumptions, and bring meaning to every engagement. It is creativity that turns information into inspiration.

At BackLite Media, a subsidiary of Multiply Media Group, we believe that our true strength lies in this intersection – where technology meets purposeful artistry. Here, innovation is not merely functional; it is expressive, elegant, and enduring.

This journey is not just about transformation. It is about vision. And above all, it is about the creative spirit that unites people, brands, and communities in ways that are intelligent, inspiring, and unforgettable.

To all those navigating this evolving landscape: let’s move forward together. Let us design boldly and innovate brilliantly. At MMG, we are proud to be shaping the future – not only with tools, but with intention.

BUILDING THE MEDIA GROUP OF TOMORROW

At Multiply Group, the vision behind our Media and Communications Vertical has always been clear: to build a future-focused media ecosystem that adapts to change and drives it. With the launch of Multiply Media Group (MMG), we’re turning that vision into reality. MMG is not just a new company; it represents our ambition to lead with scale, innovation, and global reach.

As Head of the Vertical, I have had the opportunity to guide this journey from the ground up, bringing together exceptional teams, nurturing homegrown brands, and now uniting them under one ambitious platform. In an industry evolving rapidly through data, AI, and audience interactivity, MMG is built to set the pace.

Strategic Partnership and Purposeful Acquisition

At the core of MMG’s strategy is a partnershipfirst approach to growth. Our roadmap focuses on identifying meaningful synergies through selective collaborations and targeted acquisitions. Rather than pursuing scale for its own sake, we focus on aligning with partners who bring strategic value, cutting-edge technologies, and access to diverse audiences. The integration of BackLite Media, Viola Media and Media 247 into our portfolio is a strong example of this philosophy in action. These partnerships enhance our operational capabilities, strengthen our market insight, and allow us to scale with purpose. Whether entering new markets or leveraging digital platforms that drive measurable performance and long-term returns, every decision we make is intentional and aligned with our broader vision.

One of the latest milestones in this journey is our strategic partnership with Wildstone, the UK’s leading OOH media infrastructure company. This marks MMG’s first major international expansion and a pivotal step toward establishing our global presence. It significantly strengthens our access to highvalue assets across Europe’s most iconic cities and underscores our ambition to lead the media industry at both regional and international levels.

Reflecting Multiply Group’s DNA

MMG reflects Multiply Group’s disciplined approach to investment and growth. But beyond business performance, our mission is to amplify impact, supporting Multiply’s diverse portfolio by expanding

reach, telling better brand stories, and unlocking value through media. A key part of that value creation is our investment in Programmatic capabilities, enabling brands to reach audiences with greater precision, relevance, and measurable impact. We operate with agility, staying ahead of shifts in technology and consumer behaviour. This mindset allows us to adapt quickly, scale responsibly, and lead conversations that matter across sectors and across borders.

A Regional Voice in the Global Conversation

Locally, MMG is gaining traction fast. Globally, we’re stepping into a leadership role. My recent appointment to the Board of the World Out-of-Home Organization (WOO) is an opportunity to bring the region’s perspectives to a wider stage. It also signals that the UAE and the broader Middle East are ready to influence how global media evolves. This role enables us to shape standards, contribute ideas, and build alliances that will support MMG’s continued global expansion.

The Path Ahead

We’ve set out to build a new kind of media group that is powered by technology, driven by partnerships, and defined by ambition. With a strong foundation in place, a growing global footprint, and a leadership team committed to impact, MMG is ready to define what’s next for the industry.

BY JAWAD HASSAN

HEAD OF MEDIA AND COMMUNICATIONS VERTICAL

CREATIVITY & INNOVATION

EDITOR’S NOTE

Welcome to this edition of SpotLite, where we focus on two driving forces shaping the future of Out-of-Home (OOH) advertising: creativity and innovation. As the industry continues to evolve, it is clear that the future belongs to those who can seamlessly blend bold ideas with intelligent technology. From AI-driven planning tools to immersive digital formats, the landscape of OOH is becoming more dynamic, data-informed, and creatively empowered than ever before.

BY HENRIETTA SHAKESPEARE

CHIEF OF STAFF

While innovation fuels progress, it is creativity that gives campaigns their heart. The most successful work in our industry today does more than capture attention – it tells stories, evokes emotion, and connects brands to people in meaningful ways.

In this issue, we explore how the fusion of creative thinking and technology is producing more relevant, engaging and impactful campaigns. You’ll hear from thought leaders and industry pioneers on what’s next for the OOH sector.

At BackLite Media, we know that creativity and innovation are not opposing forces – they are partners. It’s this that shapes how we work with clients, how we approach strategy, and how we envision the future of our industry.

Thank you, we hope this issue inspires new thinking and offers insight into the exciting possibilities ahead.

Multiply Media Group (MMG) - Internal Contributors

Juliana Ribeiro Group Marketing Manager

Deaa Zararey Lead Creative

Cesar Sierra Graphic Designer

Collins Kamau Website Coordinator and Designer

Natalia Slater Content and Communications Executive

Fakhera Shaikh

Maryam Al Homsi

Moroug Hazem

DESIRABLE BY

LOCATION

Exceptional design meets strategic thinking. Our sites are intentionally placed in high-impact areas that reflect the pace and prestige of their surroundings, from the dynamic Sheikh Zayed Road highway, to the landmark roads of Abu Dhabi. Every location is chosen not only for visibility, but for the relevance and resonance it brings to the brands we host.

WHERE PRESENCE BECOMES POWER

DUBAI

ABU DHABI

29 key locations on Sheikh Zayed Road, eight large format digital screens

THE OUTDOOR COLLECTION

10 million annual visitors

17 digital screens

Eight promotional stands

DIGITAL DESTINATIONS

THE RETAIL COLLECTION

These large, innovative, and unique screens have changed the media landscape on Sheikh Zayed Road in Dubai and Abu Dhabi

340+ digital screens high profile malls in Abu Dhabi & Dubai

THE LANDMARK SERIES

The launch of The Oryx marks another milestone in our commitment to transforming outdoor advertising in Dubai. Its iconic presence and strategic location create an unparalleled platform for brands to command attention and leave a lasting impression.

JAMES BICKNELL GROUP CEO

MORE THAN A DISPLAY. A STATEMENT.

In Dubai’s ever-evolving media landscape, The Oryx represents a bold new chapter in digital Out-of-Home (DOOH) creativity and innovation. As the fourth release in our Landmark Series, The Oryx was developed to do more than simply stand out - it redefines how brands engage with one of the region’s most visible and high-traffic corridors.

Strategically located just ahead of the Triple Crown on Sheikh Zayed Road, Dubai, The Oryx provides a premium platform that merges high-impact visibility with striking architectural design. Taking inspiration from the Arabian oryx, the structure reflects symmetry, clarity, and purpose - delivering a unique identity and strong presence across the skyline.

Spanning over three years of planning and development, the vision behind The Oryx was always clear: to go beyond the standard billboard format and create a structure that feels integral to the city’s visual identity. Every aspect - from the curvature of the screen to its seamless integration into the urban setting - was shaped with precision, long-term value, and purpose in mind.

Even before construction was completed, The Oryx generated strong momentum. Brands quickly recognised its potential, with many securing placements in advance. This early demand highlighted the platform’s value as a high-impact, high-prestige opportunity.

At its core, The Oryx is a purposeful balance between design and technology. The result is a platform with ultra-clear visuals, dynamic content delivery, and a sculptural form that complements its surroundings. It’s built for brands that want to be seen - clearly, confidently, and in the right context.

Like every site in our Landmark Series, The Oryx is part of a selective rollout. We don’t oversaturate the market - we focus on delivering standout locations that retain their impact, exclusivity, and long-term value for advertisers.

With The Oryx, we’ve set a new benchmark for what digital outdoor advertising can achieve - thoughtful, impactful, and built to last.

Watch the full interview and learn more about the story behind The Oryx:

LORO PIANA

THE LANDSACPE GALLERY – PART OF THE OUTDOOR COLLECTION

Loro Piana debuted on UAE26 with a refined campaign that reflected the brand’s quiet luxury and timeless Italian craftsmanship - an understated presence with powerful resonance.

VERSACE

Versace unveiled Eros Najim on UAE14 - an expression of bold sensuality and modern opulence, capturing the essence of the brand’s iconic allure.

HUDA BEAUTY

The Triple Crown lit up with vibrant glam as Huda Beauty joined forces with Sephora in a bold campaign. Radiant, confident, and unapologetically iconic - this collaboration brought beauty to the forefront of the city’s pulse.

FENDI

THE DUBAI JAWHARA – PART OF THE LANDMARK SERIES

Fendi’s campaign lit up Jawhara with a striking visual - an effortlessly chic model in sculptural sunglasses and muted tones, embodying the brand’s signature blend of Roman heritage and contemporary edge.

BURBERRY

THE PORTRAIT GALLERY – PART OF THE OUTDOOR COLLECTION

Burberry’s campaign on UAE22 asserted a refined presence along Sheikh Zayed Road, reflecting the brand’s enduring heritage and contemporary vision in a single, impactful display. Sophisticated, assured, and distinctly British.

OOH INVESTMENT IN THE GCC: WHAT THE GROWTH TELLS US

The Out-of-Home (OOH) advertising landscape in the Gulf Cooperation Council (GCC) region is undergoing a transformation - one defined not merely by numbers, but by ideas. The steady year-on-year growth of OOH is far more than a statistical spike; it is a reflection of deeper trust, stronger accountability, and, most crucially, a vibrant surge of creativity and innovation.

Brands across the region are reimagining the potential of public spaces, propelled by new technologies and inspired thinking. In an era saturated with digital noise, OOH has emerged as a powerful, future-facing channel - one that speaks to imagination, precision, and cultural relevance.

BY AHMED EMAM CHIEF REVENUE OFFICER

Innovation in Accountability: Building Trust Through Data

Innovation has brought OOH out of the shadows and into the spotlight of data-driven marketing. In the past, advertisers might have hesitated to invest heavily in outdoor formats due to perceived limitations in measurement. Today, thanks to cutting-edge audience analytics, programmatic platforms, and real-time reporting, those concerns are obsolete.

From digital billboards that adapt content based on traffic flow, to campaign dashboards providing granular performance insights, the level of accountability now matches that of traditional digital channels. This transparency has fostered trust, encouraging brands to take bigger, bolder creative risks in outdoor settings.

Creative Freedom in a Multi-Format World

The evolution of OOH formats across the GCC has ignited a new era of creative expression. Brands can now harness digital screens, interactive installations, augmented reality, and dynamic video content to tell richer, more resonant stories.

This creative freedom has turned the region’s cities into living canvases. Consider the digital towers in Dubai that light up with synchronised campaigns across major thoroughfares, or the smart street furniture in Doha that engages pedestrians with contextual messaging. Such innovations aren’t just visually arresting - they’re strategically crafted for maximum emotional and behavioural impact.

OOH has become a platform where creativity meets functionality. Campaigns are now designed not just to be seen, but to be remembered, shared, and talked about - on social media, in offices, and in homes.

Innovation Meets Local Culture

What makes the GCC unique is its rich blend of modernity and tradition. Successful OOH campaigns in the region are those that reflect this dualitymerging global innovation with cultural sensitivity. From Ramadan campaigns that resonate deeply with local values, to tech-driven activations tied to major sporting events, OOH offers a stage for brands to create culturally connected experiences.

This contextual intelligence, powered by innovation, allows advertisers to be hyper-relevant without sacrificing scale. It’s a testament to how far the medium has come - from broad-stroke exposure to precision-led creativity.

Rethinking Value: Audiences, Not Just Impressions

In a media environment where attention is scarce, the value of OOH lies not just in reach, but in the quality of engagement. Brands are recognising that audiences on the move - whether commuting, shopping, or attending events - are in moments of heightened receptivity. By tapping into these moments with meaningful, well-designed content, OOH delivers real impact.

The integration of mobile retargeting, geofencing, and behavioural analytics enables brands to extend the reach of their outdoor campaigns into the digital space. This blend of physical and digital storytelling represents the future of advertising - and it’s happening right now on the streets of Dubai, Riyadh, and beyond.

The Future: Where Creativity and Technology Converge

The continued growth of OOH investment in the GCC tells a compelling story: creativity and innovation are no longer optional - they’re essential. As cities evolve and audiences become more discerning, the brands that win will be those who see OOH not just as a media buy, but as a creative canvas and a technological frontier.

From dynamic installations to AI-driven content scheduling, the possibilities are expanding. And in the hands of bold, imaginative marketers, OOH in the GCC is not just growing - it’s flourishing, transforming the way brands engage, inspire, and connect.

DISNEY

Disney captivated Abu Dhabi with a landmark campaign by Miral Group on The Triple Crown, unveiling the magical arrival of Disneyland to the region. With the promise that a whole new world awaits, this announcement marks a historic moment in entertainment for the UAE and beyond.

Rolex made a powerful statement on The Gateway with a campaign that reflected its unwavering commitment to precision and innovation. Always on, always iconic.

INTERNAL FORUM

BY VANESSA RIBEIRO

ACCOUNT DIRETOR

“A truly innovative OOH campaign in Dubai blends bold creativity with strategic intent and measurable impact. At BackLite Media, the creative process begins with understanding the brand’s objectives, then crafting high-impact concepts across our iconic assets on Sheikh Zayed Road. From fully branded unipoles with special lighting and die-cuts to dynamic digital takeovers, we bring ideas to life that resonate with Dubai’s sophisticated, brand-conscious audience. Success is measured not just in impressions, but in recall, engagement, and brand uplift. In a city where innovation sets the standard, we believe outdoor advertising must be unforgettable—powered by insight-driven, results-focused creativity.”

BY WALID SAIF

SENIOR ACCOUNT DIRECTOR

“True creativity in OOH means standing out while staying true to the brand. In Dubai’s fast-paced visual landscape, a great campaign doesn’t just look good, it feels relevant, thoughtful, and memorable. At BackLite Media, creativity is about more than design. It’s about telling a story that fits the culture, the location, and the moment. Whether through bold static takeovers or dynamic digital storytelling on iconic assets like our Landmark Series, that brings ideas to life with clarity and impact. Great OOH speaks with purpose, builds brand prestige, and leaves a lasting impression on everyone who sees it.”

What does a truly creative, measurable OOH campaign look like in the context of Dubai and Abu Dhabi?

BY JOE CHALLITA

SENIOR ACCOUNT DIRECTOR

“A truly creative and measurable OOH campaign in Abu Dhabi leverages the city’s premium locations, high-impact formats, and advanced data capabilities to drive both brand buzz and tangible results. One strong example would be a campaign that combines The Landmark Series along key arteries such as Al Khaleej Al Arabi (also known as the Presidential Road) and Khalifa Highway, alongside experiential activations in luxury malls like The Galleria. Brands that align their messaging with Abu Dhabi’s unique rhythm - including major events like Formula 1, cultural festivals, seasonal footfall peaks, or national celebrations - tend to achieve the highest impact based on previous experiences.”

BY NOURHAN ASHRAF

SENIOR ACCOUNT DIRECTOR

“For me, it’s about achieving a balance of relatability and simplicity, which can be quite challenging, especially for luxury brands aiming to connect authentically with culturally rich markets like the UAE. Cartier’s Ramadan 2024 campaign on The Crowns Abu Dhabi, which was the brand’s first OOH message in the capital, serves as a perfect example. Its strength was in its elegance. Instead of relying on grandiosity, it communicated quiet confidence through a simple yet tasteful visual: an iconic bracelet, a crescent moon, and a rich red backdrop.”

UAE NETWORK

#IC5

#IC3

DUBAI - SHEIKH ZAYED ROAD

Stretching 558.44 km, the meeting point of all roads leading to the seven Emirates of the UAE.

The strategic location of Sheikh Zayed Road gives it a higher value as the chosen location for the most luxurious and important hotels, tourist attractions, and landmarks.

The Landmark Series (Digital)

The Triple Crown

The Dubai Gateway

The Dubai Jawhara

The Dubai Oryx

Icons (Digital)

INTRODUCING

ABU DHABI’S

MOST DESIRABLE MEDIA NETWORK

Spanning Abu Dhabi’s premier destinations, malls, and preferred routes of high-networth-individuals (HNWI), our strategic digital media coverage across the UAE capital is poised to provide advertisers with a comprehensive outdoor media plan.

REACHING

+50% OF ABU DHABI’S POPULATION

MARINA MALL

AL REEM ISLAND

AL BATEEN EXECUTIVE AIRPORT

SHEIKH ZAYED GRAND MOSQUE

KHALIFA CITY

YAS ISLAND

MOHAMED BIN ZAYED CITY

ZAYED INTERNATIONAL AIRPORT

ZAYED CITY

SAADIYAT ISLAND

AL JUBAIL ISLAND

RAMHAN ISLAND

ZEERA ISLAND

ABRAHAMIC FAMILY HOUSE

EYES ON SAUDI: WHAT THE KINGDOM OF SAUDI ARABIA’S TRANSFORMATION MEANS FOR BRANDS

Saudi Arabia is transforming at an unprecedented pace. Under Vision 2030, the Kingdom of Saudi Arabia (KSA) is reshaping its economy, cities, and cultural identity — positioning itself as a destination not only for investment, but also for influence. For brands, this isn’t just a promising market. It’s a future-defining stage.

From global events to futuristic cities, Saudi Arabia offers a rare combination of visibility, ambition, and scale. The question is no longer if brands should establish a presence — it’s how they’ll stand out in a market built for impact.

Vision 2030: A National Shift with Global Implications

Vision 2030 is more than a policy framework — it’s a full-spectrum blueprint for economic and social transformation. The KSA is diversifying beyond oil into tourism, entertainment, renewable energy, and tech — creating new consumer behaviours, business models, and cultural expectations.

Projects like NEOM, The Line, and Qiddiya are setting global standards for urban innovation, mobility, and sustainability. These aren’t just construction sites — they’re signals of a market determined to lead, not follow.

For brands, these shifts create a once-in-a-generation opportunity: to grow with the KSA, and become part of a story the world is watching.

Global Events, Local Momentum

Saudi Arabia’s event calendar is drawing unprecedented global attention. With Expo 2030 confirmed for Riyadh, and the FIFA World Cup 2034 on the horizon, the KSA will welcome millions of visitors, businesses, and media from around the world.

Add to this Formula 1 in Jeddah, growing cultural festivals, music events, and the Red Sea Film Festival, and the landscape is clear: Saudi Arabia is building not just cities — but moments.

These events aren’t simply flashpoints for media buying. They are catalysts for sustained brand relevance, requiring storytelling that adapts to the local context while resonating with global audiences.

The Saudi Audience: Connected, Curious, and Evolving

Saudi Arabia’s population is young, mobile-first, and highly engaged. As digital culture blends with ambitious physical infrastructure, consumers are experiencing content across platforms — from immersive brand activations to mobile-first storytelling and ambient media.

This is not a market for static thinking. The KSA’s audience expects brands to be authentic, relevant, and present in ways that feel earned, not imposed.

Final Thoughts

Saudi Arabia is not just opening up. It’s standing out. For brands, this is more than an opportunity — it’s a chance to shape culture, forge emotional connections, and be part of something bigger. At BackLite, we’re here for the long view — and in Saudi Arabia, the future has never been more visible.

BY ALI CHAB

DESIRABLE

BY

ASSOCIATION

We work alongside some of the most respected voices shaping the future of Out-of-Home. Through close alignment with leading organisations and forward-thinking collaborators from the industry, we ensure that everything we build is informed by global standards and rooted in collective progress.

WOO PRESIDENT TOM GODDARD PRAISES GCC OOH INDUSTRY FOR WORLD-LEADING ADEX MARKET SHARE

AND DIGITAL PENETRATION

Speaking at the first GCC OOH Industry Summit (Gulf Cooperation Council countries include Saudi Arabia, UAE, Kuwait, Qatar, Oman and Bahrain) curated by measurement specialist Seventh Decimal, WOO President Tom Goddard praised regional OOH media owners for securing 20% of regional Adex (well ahead of other global regions) and the growth of DOOH, heading for 70% of an OOH market set to rise from $1.5bn to $1.8bn this year.

The Summit took place at the Habtoor Grand Hotel in JBR, Dubai on February 13.

Goddard also underlined the need for greater collaboration for continued OOH sector growth, pointing out that the real competition to OOH in GCC came from alternative media owners, who continue to grow their majority share. Sector growth from working together at industry level, led to five times more individual bottom line benefit than standard intercompany competition emphasised Goddard.

Better use of data is one key to growth highlighted Goddard as he praised Seventh Decimal for its widespread work on measurement in the region. Among growth drivers he highlighted:

• Data Analytics Opportunities - endless but is the medium making the most of them?

• Automation: AdTech development is hotting up, but we have still to see its real impact in GCC as automation is the real key to programmatic trading by making the medium easier to transact.

• Making the case that OOH is better value than any other medium more strongly.

• Retail Media: The GCC especially, with its huge retail malls and hypermarkets, can lead the way in the ad world’s fastest-growing medium.

• Developing a strong representative trade association to harness collaboration and drive sector growth.

In conclusion he reminded the audience of two of the unparalleled but sometimes overlooked advantages of the OOH medium: Firstly its unique contribution to cities providing free civic amenity benefits such as high-speed Wi-Fi, Public Transport Updates, Eco Initiatives and Public Transportation Schemes and secondly its unmatched creativity, critical in developing effective advertising.

BY TOM GODDARD PRESIDENT & EXECUTIVE CHAIRMAN

AN INTERVIEW WITH BARRY FREY

As President of DPAA, how have you seen the global Out-of-Home landscape evolve over the past few years — particularly in its adoption of digital and programmatic technology?

Our mission at DPAA is to foment the growth of innovation, digitisation, and media share of OOH globally. In my early days here, when I was pressing hard on our membership to adopt programmatic, I must admit it was quite difficult. We had to overcome fears of “race to the bottom” on pricing, “lack of inventory control”, “fear of pricing disclosure to competitors”, “brand safety control”, and more. With much hard work and examples brought in from the digital experience, I’m pleased to say that programmatic is now one of our true “superpowers” in OOH. With an aggressive use jump during Covid, the needed flexibility worked well, we showcased it and now adoption is prolific. Similarly with all matters of digital, the industry has adopted screens and strategies, as it has clearly led to more revenue efficiently and effectively. Today’s screens are beautiful, bold and deliver excellent communication for brands. We greatly appreciate the models of excellence set by companies such as BackLite.

Creativity and innovation are central themes in this issue of SpotLite. How do you see creativity evolving in digital OOH — not just in content, but in formats, targeting, and measurement?

Creativity is key to the growth of our medium. Of course, in terms of content, we offer a wonderful creative canvas for agencies and brands. Programmatic/DOOH has allowed for much more creativity in targeting. Addressability is enabling a wider array of targeting — demographically and psychographically — whilst serving dynamic ad content based on audience, weather, time, context, and more.

The MENA region, particularly the UAE and Saudi Arabia, is seeing rapid growth in DOOH investment. What stands out to you about this region’s approach compared to other markets?

The rapid explosion of screens, in very attractive retail environments, is leading the world in the exciting sector of Retail Media in physical spaces. With the huge retail media expenditures online, we are all working to also grow this business with our membership IRL. As our global membership reaches the consumer on the daily journey, path to purchase and now increasingly at the point of purchase, the MENA region is showcasing great leadership here.

As the voice of the global DOOH industry, how is DPAA helping to shape the future of the medium — whether through cross-border partnerships, standards, or new technologies?

Once again as our mission is to grow the digitisation, innovation, and share shift of the medium, we have built a great global community of members representing the total ecosystem. They all work together and with us to deliver needs to consumers and brands. As digital strategies, tactics, hardware, and software are quite similar by nature — our members aggressively and readily share best practices, approach to advertisers, data, and more easier than analogue businesses.

Our vibrant community meets 25+ times a year online and in person in NY, London, Cannes Lions, CES at Las Vegas, possible in Miami, and of course our Global Summit in October each year in NY which is a must attend event. At all of these events and in our daily course, we enable great connection between our members and advertising leaders enabling growth for all.

Looking ahead, what do you believe are the biggest opportunities — and potential challenges — for OOH players striving to stay ahead of the curve in 2025 and beyond?

The big opportunity is moving TV, video, and digital monies to OOH due to our digital capabilities. TV is not doing it anymore. Along with working with social and mobile, we build powerful marketing opportunities for brands. We are readily overcoming challenges of measurement with so many of our members, showing impression delivery, brand growth, and lift, plus strong attribution. We have to continue our education of getting our members to understand brand needs today and tomorrow. This will now occur quite readily in our brand and high-level agency intimate discussions, that we conduct in June, at The Cannes Lions Festival of Advertising.

DPAA has vibrant members in every continent (except for Antarctica) each day learning and growing their business via our connectivity and education platforms.

BY BARRY FREY PRESIDENT AND CEO

SHAPING THE URBAN CANVAS: A PERSPECTIVE MUNICIPALITY ON OOH ADVERTISING STANDARDS

How does Dubai Municipality view its role in enabling creativity while maintaining cultural and urban integrity in public-facing

Dubai Municipality plays a pivotal role in enabling creativity within the Out-of-Home (OOH) advertising sector while maintaining regulatory oversight to safeguard cultural and urban integrity. Through a strategic partnership, Mada Media, a private joint stock company established with Dubai Municipality, the Roads and Transport Authority (RTA), and the Dubai Investment Fund — is authorised to review and issue permits for OOH structures across public spaces and

This collaborative framework enables Dubai Municipality to preserve the city’s cultural values, uphold public decency, and protect its visual identity, while Mada Media manages operational and structural approvals. It is a dual-layered model that supports responsible innovation and reflects the Municipality’s wider mission to pioneer best practices in urban management— ensuring that creativity aligns with clear standards of order, sustainability, and aesthetic excellence. This forms part of our broader commitment to making Dubai more beautiful every day.

BY MAJID AL MADANI

What are the key content principles that OOH advertisers must adhere to in Dubai, and how do you ensure that public messaging reflects the values of the city?

OOH advertisers in Dubai must adhere to content principles rooted in cultural sensitivity, public decency, and message accuracy. Our goal is to ensure that all public-facing communication contributes positively to Dubai’s social fabric and international image.

To this end, guidelines mandate Arabic as the primary language, encourage bilingualism with Arabic prominence, and strictly prohibit content that is misleading, offensive, or divisive. In partnership with a regional consultancy, Dubai Municipality is currently developing updated content regulations that reflect global innovation benchmarks while reinforcing local identity.

This ensures that public messaging remains respectful, relevant, and unifying — enhancing the city’s character and quality of life. Dubai Municipality actively monitors all content and signboards around the clock, reaffirming its commitment to creating a respectful, dignified, and visually coherent urban environment that reflects Dubai’s global standing and pioneering vision.

As new technologies such as 3D visuals, interactive screens, and dynamic content evolve, how is the Municipality adapting its regulations to support these innovations safely and effectively?

Dubai Municipality welcomes the integration of emerging technologies in OOH advertising — such as 3D visuals, interactive displays, and dynamic formats — as part of our vision to shape a smart, future-ready city. We are continuously evolving our regulatory approach to support innovation while ensuring public safety and maintaining visual harmony across the Emirate.

Working in close partnership with Mada Media, we assess each new format to establish safe implementation pathways. This includes engineering reviews, aesthetic evaluations, and safety precautions tailored to each installation.

Our approach reflects Dubai’s role as a pioneer in urban governance — where creativity is empowered responsibly, and technology is integrated thoughtfully to enhance public spaces without compromising on order, safety, or beauty.

Describe the mechanism for developing outdoor advertisement content within the Emirate of Dubai, and how does it contribute to city beautification?

The development of outdoor advertising content in Dubai is governed by a comprehensive system that balances creative freedom with the city’s aesthetic and cultural standards. This is now being strengthened by the launch of a new Advertising Content Manual and an AI-driven digital platform — developed with leading regional partners — that evaluates creative submissions for regulatory and design compliance in real time.

Beyond enforcement, the framework actively encourages bold, high-quality visual design, recognising the role of OOH in shaping public perception and elevating the city’s landscape. In line with Dubai Municipality’s commitment to supporting local businesses, the system also helps homegrown brands access premium public visibility.

This integrated strategy reinforces our objective to make Dubai more beautiful, more connected, and more engaging — ensuring that every visual element in the city contributes to a vibrant and cohesive urban experience.

CADILLAC

Cadillac made a dynamic impact at The Galleria Mall, Abu Dhabi, with a dual campaign featuring high-visibility digital screens, and an immersive in-mall showcase of the all-new electric OPTIQ. A confident step forward in innovation and luxury mobility.

UNLOCKING OPPORTUNITY: HOW PDOOH IS TRANSFORMING OOH IN THE MENA REGION

As the Out-of-Home (OOH) landscape continues to evolve, one of the most exciting and transformative forces in the MENA region today is programmatic digital Out-of-Home (pDOOH). With digital OOH spend reaching £350 million in 2023, the momentum we see across this space is a testament to the innovation and ambition driving our industry forward.

At its core, pDOOH brings flexibility and scale to a medium long celebrated for its public impact and cultural presence. Unlike traditional OOH, where campaigns are planned and locked in well in advance, programmatic introduces real-time buying, allowing brands to plan, adjust, and optimise on the go. This agility does more than just streamline operations — it unlocks creative possibilities, enabling marketers to deliver dynamic, relevant campaigns that resonate deeply with audiences.

What excites me most about this shift is how it embodies the very essence of creativity and innovation, the theme at the heart of this magazine edition. Creativity in OOH has always been about making bold, memorable statements in the public space. Innovation, meanwhile, is about finding new ways to amplify those messages, reach audiences more meaningfully, and drive better results. With pDOOH, these two forces come together powerfully.

In the MENA region, where markets differ in maturity, media landscapes, and cultural context, programmatic offers brands the ability to scale across countries while still speaking to local audiences in a way that feels authentic and relevant — whether in the UAE, Saudi Arabia, Egypt, or Morocco. It’s not just about efficiency; it’s about elevating the creative ambition of every campaign.

On the creative front, pDOOH gives advertisers the freedom to adapt their messages in real time — whether by time of day, location, or cultural moment. From connecting with morning commuters to aligning with local events or weather patterns, brands can craft campaigns that feel alive, immediate, and culturally tuned in. This is where the marriage of creativity and innovation truly flourishes.

For media owners, programmatic delivers tangible advantages, improving inventory management, driving stronger yield, and enabling more strategic packaging of offerings. For agencies, it simplifies the buying process, unlocks sharper targeting, and offers data insights that inform both strategy and creative.

Of course, with this innovation comes responsibility. As an industry, we must continue working together — investing in education, raising standards, and ensuring we nurture the creative potential of pDOOH alongside its operational power.

Programmatic OOH is no longer emerging — it’s here, reshaping how we plan, buy, and create in this medium. For those ready to embrace its full potential, the opportunity is not just to drive efficiency or scale, but to craft campaigns that are imaginative, culturally resonant, and purposefully innovative. In doing so, we can help lead OOH into its most creative and transformative chapter yet.

BY IAN MANNING

EXECUTIVE DIRECTOR

MULTIPLY GROUP LIGHTS UP THE WORLD WITH THE LAUNCH OF

MULTIPLY

MEDIA GROUP, CREATING A MEDIA POWERHOUSE HEADQUARTERED IN THE UAE

• Multiply Media Group (MMG) combines BackLite Media, Viola Media and Media 247 to operate one of the UAE’s largest and most premium outdoor portfolios with 3,000 units.

• Newly consolidated media group will serve as a launchpad to capture regional and global opportunities in the media sector, including Saudi Arabia, the UK, Europe and the U.S.

• MMG to redefine the region’s media landscape through innovation, scale and strategic partnerships.

• MMG launched at World Out-of-Home Organization (WOO) Annual Congress in Mexico City.

Multiply Group (ADX: MULTIPLY), the Abu Dhabi-based investment holding company, launched Multiply Media Group (MMG), uniting the three market-leading Out-of-Home (OOH) companies under its portfolio to create a media powerhouse headquartered in the UAE. The combination of BackLite Media, Viola Media and Media 247 under Multiply Media Group represents a significant move that will shape the future of techenabled media in the UAE and beyond.

Samia Bouazza, GCEO and Managing Director of Multiply Group, said: “The launch of Multiply Media Group represents the most significant media consolidations in the UAE. By bringing together market-leading media assets under a single AI & tech-driven group, we are reinforcing our commitment to long-term value creation and shareholder returns. MMG lays a strong foundation for our global ambitions and forward-looking investment strategy.”

MMG was launched at the World Out-of-Home Organization (WOO) Annual Congress in Mexico City, and simultaneously it lit up the world through a global takeover across key DOOH media, illuminating cities and screens worldwide with its bold presence. The move reflects the global expansion of Multiply Group, the $7.2 billion holding company, which is part of IHC, the most valuable holding company in the Middle East with a market cap of over $240 billion. The newly consolidated group will serve as a launchpad to capture regional and international opportunities arising in the media sector through MMG portfolio businesses.

MMG will drive performance and innovation across the OOH media sector, reshaping the UAE’s media landscape through scale, AI, and strategic partnerships. To achieve its mission, MMG will invest in highpotential media assets, catalyse growth with innovation and create synergies across its portfolio through strategic investments.

Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said: “For several years, Multiply Group’s ambitious growth strategy for the media sector has taken us from an integrated portfolio of three industry leaders to a media powerhouse with vast potential to redefine the entire regional media landscape in ways that will bring immediate impact and long-term value for clients. Through MMG, we stand ready to embrace the emerging trends in our industry, particularly the transformative role of AI, and we will continually look to invest in technologies that enable us to create dynamic and innovative campaigns.”

The scale of MMG includes 3,000 advertising units across the UAE, including 75+ premium assets on Dubai’s Sheikh Zayed Road, which are backed by long-term partnership agreements with the Road and Transport Authority (RTA) (Mada Media) in Dubai and The Department of Municipalities & Transport (DMT) in Abu Dhabi.

James Bicknell, GCEO of Multiply Media Group, said: “Multiply Media Group launches as a transformative force in Out-of-Home media — a powerhouse that unites some of the region’s most strategic media assets under one bold vision. With MMG, we are not simply scaling up — we are scaling intelligently. Our mandate is clear: deliver context at scale, and reach audiences where it truly matters, when it matters most. MMG is engineered to be agile, data-led, and deeply integrated, enabling our clients to engage audiences with greater relevance, responsiveness, and resonance than ever before. This is more than media — it’s momentum.”

The launch of MMG follows a recent strategic agreement between Multiply Group’s media vertical and Al Arabia, Arabian Contracting Services Company (Al Arabia) to create a joint venture (JV) to invest in the global Out-of-Home (OOH) advertising sector. Multiply Group, also announced a recent Memorandum of Understanding (MoU) with Saudi Media Company (SMC) – with these two strategic moves underscoring the global expansion potential of Multiply’s portfolio brands.

Multiply Group’s other media holdings include Yieldmo, a contextual mobile ads platform, and Firefly, North America’s leading digital Taxi-Top company. The group completed the acquisition of Viola Communications, a marketing and communications firm, in 2021.

THE POWER OF OOH ADVERTISING IN DESTINATION MARKETING

becomes part of the city’s culture, helping places like Al Qana live

Out-of-Home (OOH) media is a powerful creative tool for promoting destinations like Al Qana as it meets customers in the real world, making brand experiences feel tangible. Its large-scale, visual nature is perfect for sparking curiosity and emotional engagement, whether through bold imagery, intriguing messaging, or dynamic formats. OOH allows us to tease stories, reflect the destination’s culture, and evolve narratives over time.

Al Qana isn’t just a location, it’s an experience that brings together leisure, dining and wellness in one destination. That kind of layered identity can be hard to communicate all at once, which is why OOH is so valuable. It gives us a chance to spotlight different moments – from a family exploring the aquarium to friends enjoying dinner by the canal – while still reinforcing the overall spirit of Al Qana. OOH helps us speak to both residents and tourists in a

BY MILICA SMUDJA

DIRECTOR OF MARKETING AND COMMUNICATIONS

way that feels immediate, inspiring, and grounded in real life.

In Abu Dhabi, where new attractions are always emerging, a consistent and wellcrafted brand presence really matters. OOH allows brands to stay visible, familiar, and emotionally resonant. It’s not just about awareness – it’s about helping customers form a lasting connection with the destination or brand.

OOH works best when it captures a fleeting moment and transforms into a spark of curiosity. When someone is in transit – commuting, walking, waiting – they’re often mentally drifting. That’s where OOH has power: it can engage that passive state with something visually striking or emotionally resonant. For a destination like Al Qana, that could be a glimpse of underwater wonder, the warmth of a shared meal, or the calm of a wellness retreat – all designed to ignite a simple thought: “I want to be there.”

When creating for OOH, we focus on clear emotional triggers – wonder, joy, calm, connection. Visually, that means bold imagery, strong contrast, and minimal text. It’s about simplicity that speaks volumes. We want to create scenes that feel like an invitation rather than an advert – something that makes people stop, imagine, and ultimately explore.

OOH and DOOH are key pillars in our

omnichannel strategy because they deliver high-impact, real-world moments that spark curiosity and anchor the brand in everyday life. Traditional OOH offers consistent visibility and broad reach, while DOOH adds dynamic, data-driven storytelling – allowing us to tailor content based on time of day, audience, or even weather. Together, they create awareness and emotional engagement at scale.

From there, we connect these touchpoints to digital channels through retargeting and mobile engagement. DOOH placements also enable interactive elements, like QR codes or motion triggers, which guide audiences from offline curiosity to online action – exploring attractions, booking experiences, or engaging with locationspecific content.

OOH gives us the flexibility to tailor messaging by location and audience mindset. DOOH enhances this further by allowing us to adapt content in real time. To measure impact, we combine traditional metrics with digital tools, tracking QR scans, web traffic spikes, and even footfall uplift at the destination.

Working with OOH partners like BackLite Media has been instrumental in bringing bold ideas to life – both creatively and strategically. Their premium inventory and innovative digital formats give Al Qana the visibility and stature that align with our brand.

EVIAN

Evian made a refreshing statement on The Curve in Abu Dhabi, blending purity and prestige, in a display that mirrored the brand’s commitment to effortless wellness and natural elegance. A moment of clarity in the capital’s vibrant landscape.

DESIRABLE BY

INSIGHTS

We believe smart OOH begins with a full understanding of the landscape. From social listening to identifying behavioural patterns and creative opportunities, our planning is rooted in insight from day one. Tools like neuromarketing and creative testing help us support campaigns that are not only seen, but understood and remembered.

STRATEGY INFORMED BY INTELLIGENCE

INNOVATION ISN’T A DEPARTMENT — IT’S A MINDSET

In an era defined by rapid technological evolution, and shifting consumer behaviours, innovation has ceased to be a luxury – it’s now a necessity. As industries around the world contend with accelerated digital transformation, forwardthinking leadership is defined by its ability to adapt, evolve, and leverage emerging tools such as Artificial Intelligence (AI) and next-generation audience intelligence.

BY HENRIETTA SHAKESPEARE CHIEF OF STAFF

AI: From Buzzword to Strategic Catalyst

AI has progressed from being a futuristic concept to becoming an integral part of contemporary enterprise strategy. For forward-thinking leaders, AI is not merely about automation - it is about enabling smarter, data-informed decision-making, driving operational excellence, and creating more meaningful engagements.

Today’s AI capabilities offer deep insights by identifying behavioural patterns and forecasting outcomes across vast datasets. In marketing, for example, real-time audience measurement - powered by anonymised mobility data and predictive modelling - enables more relevant, timely, and adaptive messaging. Whether it’s anticipating consumer behaviour, optimising logistics, or streamlining internal processes, AI helps leaders act with greater precision and confidence in an unpredictable landscape.

Innovation as a Cultural and Strategic Mandate

Embedding innovation at the heart of organisational culture is no longer optional. It requires leadership that encourages experimentation, values adaptability, and fosters a mindset of continuous learning and evolution. Innovation must be seen not as a departmental function, but as a leadership philosophy that shapes every aspect of strategic planning. Equally, innovation must remain human-centred. While AI and automation offer efficiency and scale, their ultimate value lies in enabling more relevant, empathetic, and impactful interactions. Technology should amplify human creativity and connection - not replace it.

Charting a Smarter Path Forward with Intelligence and Agility

Innovation, powered by AI and informed by evolving audience intelligence, is fast becoming the compass for tomorrow’s most resilient and responsive organisations. As leaders reimagine how to connect, operate, and grow in a constantly shifting world, those who embrace curiosity, agility, and purpose will define the future — not just survive it. With the right mindset and tools, innovation transforms uncertainty into opportunity, complexity into clarity, and ambition into measurable impact.

MEZIER BRIEFKANI

First, let us set the stage: AI is already changing the world. The latest research indicates AI can add up to 15 percentage points to global GDP by 2035. We do not take this lightly. Our GCEO, Samia Bouazza, has embedded AI into Multiply Group’s core business philosophy. We see it as one of the biggest drivers of productivity gains for our businesses: enhanced decision-making, automation, and accelerated growth. It is seamlessly embedded in our strategy because we don’t see it as just a tool, but as an engine that powers every part of the organisation. AN INTERVIEW WITH

Multiply Group is clearly embracing AI as a strategic enabler. What does AI mean to you — and how is it integrated into how the Group operates?

The Group has spoken about using AI to uplift EBITDA. Can you walk us through the types of projects that are contributing directly to this goal?

We really started this journey 3 years ago and ramped it up in 2024 with our “Year of Efficiency” initiative, where the Digital & AI pillar alone generated roughly 10% of the programme’s total impact. This has continued into 2025 with us scaling AI to create even more productivity gains across almost every aspect of our businesses, from Sales and Finance all the way to Customer Service and Operations. A relevant example can be found no further than Backlite’s AI-enabled Programmatic offering, a core lever underpinning the company’s phenomenal growth.

How important is internal education when it comes to driving AI adoption at scale across the organisation?

Multiply Group prizes its culture of continuous learning and selftransformation. We empower our businesses to do the same. As such, we have run multiple seminars on topics such as the evolution of AI, prompt engineering, innovative use-cases, deployment of off-the-shelf solutions, amongst others. We want our teams to extract maximum value from AI while operating within strong data security and ethical boundaries. Responsible AI and data privacy are foundational to the Group.

What are some challenges you’ve faced in aligning AI initiatives across portfolio companies, and how are those being addressed?

As you can imagine, in a diverse Group like ours where companies operate in multiple verticals such as Media, Mobility, Beauty & Wellness, and now Retail & Apparel, each business sits at a different point on the AI maturity curve. One challenge that we are continuously focusing on is to make sure we balance top-down AI direction and support with bottom-up knowledge and ownership. We’ve combined Holding-level capabilities like a centralised Digital Transformation team, best practice guidance, shared infrastructure, access to digital talent and vendor relationships amongst other things, with a significant level of autonomy for local teams to own, learn, and create faster value over time from their own AI initiatives.

The next 12–18 months are pivotal for scaling AI. We have mapped 40+ high-impact use cases — spanning sales-force

With portfolio-company CEOs actively championing the agenda and early wins already on the board, momentum is strong. Multiply Group’s Digital Transformation team is anchoring this roadmap, supporting our businesses in turning AI ambition into measurable value.

There are clear shared benefits that come from being part of the Multiply ecosystem, particularly when it comes to AI.

the funding, talent, or scale required to test and deploy AI effectively. But within Multiply, they can operate with all the agility that they want, backed by the strategic firepower and digital capabilities of a Group that is fully committed to AI. It’s a powerful combination.

BY MEZIER BRIEFKANI CHIEF PORTFOLIO OFFICER

BUILDING BRAND PRESENCE THROUGH PRECISION AND RELEVANCE

“Visibility is no longer about occupying space — it’s about integrating into the consumer’s world in meaningful ways.”

With 15+ years of experience across global luxury brands, Elias El Rassy has led media, CRM and digital transformation initiatives that boost both performance and brand value. Currently overseeing media and digital clients’ activations at one of the world’s most iconic luxury Maisons, he focuses on crafting seamless consumer journeys, where storytelling meets strategy and every touchpoint drives impact, efficiency and innovation.

You’ve worked across luxury sectors and digital, what’s changing in how premium brands approach visibility today?

There is a clear shift from prioritising reach, to focusing on connection and experience. Visibility is no longer about occupying space — it’s about integrating into the consumer world in meaningful ways. We’re seeing a more strategic use of media touchpoints, not just to drive awareness but to evoke emotions, create meaningful experiences, and connections. It’s a more layered, personalised approach, especially in the luxury sector where consistency and timing are critical.

What role does Out-of-Home play in delivering an elevated experience, particularly in the UAE?

OOH is more than exposure — its presence. In the UAE, where the urban environment reflects ambition and design, physical media plays a symbolic role in how luxury brands show up. But it must be earned. Premium placements, alignment with cultural moments, and sensitivity to market rhythm all matter. More than just visibility, OOH now acts as a powerful link between brands’ storytelling and meaningful, high impact experiences.

With so many touchpoints available, how do you keep activations from becoming fragmented or generic?

It comes down to integration — not just between media channels, but between teams. When media, CRM, e-commerce, and content all speak the same language, you create a framework that delivers consistency without losing agility. The most successful campaigns I’ve been part of weren’t always the loudest ones. They were the ones that understood the consumer’s mindset and showed up with relevance, meaningful bonds, and purpose.

BY ELIAS EL RASSY DIRECTOR OF MEDIA, DIGITAL & CRM

LOUIS VUITTON

Louis Vuitton made a bold statement on Sheikh Zayed Road with a striking visual takeover on the iconic Triple Crown. The campaign blended high fashion with architectural elegance, capturing attention at every glance.

GLOBAL REACH, LOCAL CREATIVITY: INNOVATING PROGRAMMATIC OOH ACROSS EMEA & APAC

Across EMEA and APAC, programmatic Out-ofHome (OOH) is entering a new era — one shaped by dynamic creative, cultural relevance, and seamless scale. As brands seek greater flexibility, contextual precision, and storytelling potential, programmatic OOH continues to evolve into a medium that blends technology and creativity in powerful ways.

Advertisers are increasingly unlocking the full creative potential of programmatic OOH with an array of offerings activated through their preferred DSPs. Dynamic creative solutions allow messaging to be tailored for each DOOH screen, adapting in real time based on live inputs like weather conditions, sports scores, or even the time and location of the screen. Innovations such as eye-catching 3D creatives, QR codes, and strong calls to action are being used to elevate engagement. Through a single point of entry, campaigns can run across a diverse ecosystem of screens, enabling both creative consistency and bold, high-impact storytelling at scale.

Campaigns resonate best when they reflect the language, tone, and cultural nuances of each market. Dynamic creative and thoughtful media planning enable brands to tailor their messaging while maintaining a unified campaign structure. Tools like the Place Exchange Planning Tool help advertisers build cross-market media plans — streamlining execution while staying locally relevant. This approach supports global ambitions without losing sight of context.

Dynamic creative has transformed OOH into a real-time storytelling canvas. By integrating contextual signals such as time of day, location, weather, or live data feeds, brands are delivering ads that feel timely and relevant. According to Talon benchmarks, contextually relevant OOH has driven a 57% uplift in brand awareness, a 63% increase in store and website visits, and a 50% lift in purchase behavior. With dynamic creative, OOH gains the flexibility and responsiveness expected of digital media — allowing brands to speak to audiences in the right place, at the right time, and in the right mindset.

Creative and media teams play an essential role in maximising programmatic OOH innovation. Successful campaigns require collaboration from the outset. While platforms provide the technology to power delivery, they also act as strategic partners — helping teams understand how to use dynamic formats effectively and align strategic media plans with creative goals. Programmatic OOH offers a suite of benefits, including faster turnarounds, creative and buying flexibility, advanced audience targeting, and seamless integration into omnichannel strategies.

Looking ahead, innovation continues to shape the future of programmatic OOH. The evolution of programmatic guaranteed (PG) is especially promising, offering the predictability of direct deals with the agility of programmatic execution. Dynamic creative at scale — particularly across international markets — enables brands to deliver hundreds of localised variations through a single campaign structure. And while still emerging, 3D and anamorphic content are opening creative frontiers on digital screens, offering visual formats that are increasingly compatible with programmatic buying.

As brands integrate programmatic OOH into broader media ecosystems, its role becomes clearer: high-impact, contextually relevant messaging delivered in shared public space. It’s a medium defined not only by reach and scale, but by the creative and strategic opportunities it unlocks — at the intersection of technology, location, and imagination.

BY JAMES POWER

COMMERCIAL

DIRECTOR EMEA & APAC

LUXURY AND CULTURE: HOW OOH CONTRIBUTES TO BRAND PRESENCE AND INFLUENCE

The Art of Visibility

In luxury, visibility isn’t about scale — it’s about stature. OOH plays a key role in reinforcing brand prestige through selectivity and placement. For brands like Dior or Loro Piana, we don’t just buy media; we curate presence. Whether it’s a clean, commanding hoarding or a backlit icon along Sheikh Zayed Road, OOH becomes a brand extension — silent yet powerful, refined yet unforgettable.

Merging Heritage and Innovation

Luxury thrives on paradox: timeless codes infused with modern relevance. OOH lets us explore this balance. Think of Tiffany — anchored in precision yet bold in how we show up. We may use classic iconography but reinterpret it with dynamic formats, lighting techniques, or seasonally timed takeovers. It’s never disruption for its own sake — it’s innovation that respects identity. With Celine, for example, the heritage is understated elegance — yet we bring it to life with bold, large-format visuals that break the noise while staying visually minimal. We evolve with culture but never dilute the DNA. That’s the craft of modern luxury storytelling.

BY MANAL NABOULSI

LVMH BUSINESS LEAD

Creating Culturally Relevant Moments

Dubai is a city of moments, and luxury brands need to speak to them authentically. During Ramadan, Bvlgari’s campaign with its crescent-inspired creative wasn’t just decorative — it honoured the moment with emotion. Similarly, Rimowa’s OOH tapped into the city’s travel culture at Eid, turning transit into a brand storytelling opportunity. Cultural timing amplifies emotional connection.

Harnessing Technology in Luxury OOH

Technology in OOH should whisper, not shout. For brands like Chaumet or Tiffany, elegance is non-negotiable — even in digital. High-res digital panels allow us to play with movement subtly: a shimmer of a jewel, a slow zoom on a signature piece. It’s not about gimmicks — it’s about moments that enchant. Imagine painting the skyline in Tiffany’s signature Blue, creating a fleeting yet immersive experience that evokes emotion and reinforces identity. That’s where creativity meets technology — with purpose.

The Future of Luxury Storytelling in Public Spaces

The future is immersive but still curated. Public space will evolve from being a stage to becoming part of the story. I see more contextual storytelling — data-triggered messaging, bespoke installations, even luxury AR overlays. But it must stay true to the Maison’s voice. Luxury OOH won’t become louder — it’ll become smarter, more personal, and more poetic.

LAY’S

Lay’s lit up Sheikh Zayed Road with an electrifying burst of flavor and fun on UAE42. Showcasing bold die-cut extensions and playful visuals, the campaign captured attention with its inventive 3D design - bringing the crunch to life in one of the city’s most dynamic highways.

MAYBELLINE

THE LANDSCAPE GALLERY – PART OF THE OUTDOOR COLLECTION

Maybelline New York’s campaign on Sheikh Zayed Road featured a custom die-cut execution on the UAE31 billboard, using 3D elements to enhance visibility and create a memorable presence along one of Dubai’s busiest highways.

JEFF GUNDERMAN

You’ve spent years at the forefront of Out-of-Home (OOH) transformation. Why do you think there’s still a significant knowledge gap when it comes to understanding digital and programmatic DOOH?

First and foremost, digital OOH (DOOH) and especially programmatic DOOH (pDOOH) is still relatively new and continues to evolve quickly. To this day, 2/3rds of OOH revenue in the U.S. is still coming from non-digital OOH assets, with programmatic at roughly 5%. As more digital media is deployed, the opportunity to plan programmatic will evolve. This is similar in other mature OOH markets across Europe, Asia and the globe. In contrast, the MENA region, Saudi Arabia, and the UAE are leading technology markets, and this transformation is happening faster. This is because key markets in the MENA region are digital first. These markets can design and build new digital infrastructure with less barriers, and it is impressive to see the beautiful, world leading executions that are defining the landscape. BackLite Media’s “The Dubai Jawhara” digital billboard on Sheikh Zayed Road is an amazing example. Interior based digital in shopping malls, office buildings, and movie theaters are also quickly evolving. OOH media accounts for just 2.5% of total media spend in the United States, with only a third of that being digital. Of the digital share, just 5% — roughly 15% of DOOH — is currently transacted programmatically. In contrast, OOH represents approximately 20% of the media mix in MENA, according to IAB MENA, with 40% to 50% of that already digital — a figure that continues to grow rapidly.

If you had to build a curriculum to educate brands and agencies on DOOH today, what three core pillars would you include — and what’s often overlooked?

To answer this, I started with the current situation and what is missing. There is a lot of great training content in the market today, but what is often missing is how all the different information and technologies work together. Publishers and agencies find themselves with many resources but no centralised authority that can bring it all together into a learning format. As I looked to solve this, the three pillars I settled on were: Education, Company Spotlights, and Thought Leadership.

1. Education through convening industry experts across disciplines and around the globe: programmatic platforms, data and measurement companies, leading publishers, and media agencies.

2. Company Spotlights that feature the leading companies on the forefront. Highlighting the unique approach and solutions they offer to the industry.

3. Thought Leadership featuring industry experts sharing current topics, solutions, and case studies.

With AI, real-time data, and measurement evolving rapidly, do you think the industry is innovating faster than it can educate itself? What’s the risk of that disconnect?

Yes, for sure! This is an exciting time for an industry that has been around for more than 150 years. I do not believe that OOH media has seen this level of evolution ever in its history. This evolution of OOH media including digitisation and programmatic adoption has created a great opportunity for leading businesses in the space. Publishers can take a leadership position by being on the forefront of this innovation. New data and technology companies are coming into the space. Media agencies can buy media more efficiently and create better plans for their brands. And of course, it puts pressure on some companies who are not innovating fast enough. There will be an opportunity for education to help bridge the knowledge gap. But, it is not only about education, it is about investment and evolution. Although education does need to happen faster, the risk of this disconnect is that some companies will fail, but there is also a great opportunity for companies to enjoy substantial growth and as mentioned, we will see leading companies grow, and many new companies come into the space.

Looking ahead, what role do you believe platforms, publishers, and industry bodies should play in closing this knowledge gap — and what’s one thing we should all stop assuming about media education?

The role of agencies and publishers is to find and/or develop appropriate training to: first, help their existing employees to evolve with the times, and second, to have a solid onboarding for new employees, especially ones that are new to the industry. The single largest challenge many agencies, and publishers face today is figuring out how to provide a path for historically high-performing employees, to continue to perform at the same levels. Platforms, especially programmatic platforms (DSP’s, SSP’s and Measurement and Data platforms) have a responsibility to help in this education process. The challenge we find across the globe is that these players produce a large amount of educational content, but sometimes lack the knowledge or simply the resources to offer a complete education. Industry bodies can be very good resources, as they are often a centralised hub that connects the platforms, publishers, and agencies. I saw a continued gap in education that was not fully met across these players, and that was the catalyst for creating the DOOH Academy. I believe the best education is when the experts across the industry can be brought together. It is very important that education be customised to each market. While programmatic platforms and digital solutions may be the same players across the globe, each market has nuances that to achieve a comprehensive education program, must be taken into account. I have found that audience measurement, audience data, post campaign measurement, agency, and publisher approaches are different in each region. Any comprehensive training program needs to take a local approach to education. As for something we should stop assuming, it is less about “stop assuming” and more about “stop doing”. We must stop creating fixed training programs that can’t be easily updated as technology changes. Technology and solutions are evolving too fast, and training must have the ability to be updated easily and cost effectively. We need to plan for continued education as the industry continues to evolve. This is a VERY exciting time for OOH, DOOH and pDOOH, and an opportunity for many to grow at a pace not previously available. Let’s learn together and drive this industry to new heights!

BY JEFF GUNDERMAN

SMARTER, GREENER, AND MORE CONNECTED:

THE FUTURE OF PROGRAMMATIC OOH

As we look toward 2026, the evolution of programmatic Out-of-Home (OOH) is accelerating — fuelled by advances in ad tech, data integration, and creative automation. The coming years will define a new era for digital OOH — one that is smarter, more personalised, and increasingly integrated within the wider

Several key innovations are driving significant transformation in the programmatic OOH landscape. The growth of advanced ad tech platforms is enabling more precise targeting, efficient optimisation, and robust measurement capabilities. One particularly exciting development is the rise of the “Bring Your Own Data” (BYOD) model, empowering advertisers to leverage their own data sets for more relevant and effective campaigns.

Alongside this, the integration of generative AI and machine learning is unlocking new levels of campaign intelligence and automation. From dynamic creative optimisation (DCO) to real-time audience analysis, AI is setting a new standard for contextual responsiveness. When paired with the expanding infrastructure of smart cities and connected screens, real-time data — such as location, weather, or events — can now be harnessed to craft adaptive and impactful advertising experiences.

BY LEE CUTTER VICE PRESIDENT SALES - UK, NORDICS AND MENA

Creative Potential Unlocked

Creatively, programmatic OOH is entering an exciting phase. Dynamic content, contextual triggers, and real-time updates are becoming standard tools in many markets. By 2026, it’s expected that the majority of campaigns will incorporate some form of dynamic personalisation. With access to more intuitive and granular data, advertisers are increasingly blending creative storytelling with real-world context to build more emotionally resonant campaigns.

The creative canvas is vast — and as programmatic capabilities expand, so too will the expectations for creativity, relevance, and responsiveness in OOH environments.

Sustainability as Strategy

The MENA Opportunity

While programmatic OOH is expanding globally, the Middle East and North Africa (MENA) region stands out as a particularly promising area for growth. The ecosystem here is still developing, with a rising number of publishers, venues, and inventory types entering the space.

Of particular note is the increase in “outside-in” campaigns — where international advertisers activate within the region through DSPs. This trend highlights the global accessibility of programmatic buying and brings fresh investment into local markets. The domestic programmatic scene is also gaining momentum, and many industry players anticipate 2026 as a turning point for full market maturity in the region.

Sustainability is fast becoming a strategic priority across the advertising sector. While DOOH already benefits from being a one-to-many channel — thereby offering a more efficient carbon footprint than many one-toone platforms — the industry is taking further steps to reduce environmental impact.

Initiatives such as green marketplaces and curated buying models are helping advertisers select loweremission impressions. Moreover, OOH assets are increasingly being integrated with community services — from public Wi-Fi and lighting to emergency infrastructure — reinforcing the role of OOH as a positive contributor to civic life.

A New Consumer Paradigm

Consumer expectations are changing rapidly, and programmatic OOH is adapting in step. Rather than relying on fixed campaign timelines, many advertisers are shifting toward ‘always-on’ strategies, with data dictating when and where impressions are served. This results in a more agile and relevant engagement with audiences, tailored to real-world behaviours and environments.

In response, the industry is developing tools and methodologies to better mirror audience movement — for example, identifying common commuter routes or leveraging travel data to maintain messaging continuity across markets. These approaches are redefining how brands can build cross-border narratives and deliver consistent experiences.

The Power of Partnership

Collaboration remains vital to the continued success and innovation of programmatic OOH. Strong partnerships between media owners, tech providers, data platforms, and brands are key to unlocking the full potential of the medium. Cooperation among publishers in particular can help ensure a more cohesive supply-side infrastructure.

In addition, industry organisations such as the IAB are playing a crucial role in driving standardisation and encouraging alignment across the ecosystem. By working together, the sector can continue to push the boundaries of what’s possible — creating a media channel that is not only more intelligent and measurable but also more inclusive and impactful.

Radiating elegance across both UAE31 and the Gateway, Bvlgari’s Serpenti campaign delivered a striking expression of timeless luxury. With its fluid lines and rich visual textures, the display captured the Maison’s iconic craftsmanship and enduring symbolism - an infinite celebration of Italian artistry, reimagined for the heart of Dubai.

SMARTER SCREENS:

HOW AI IS RESHAPING OOH

CONTENT MANAGEMENT AND PROGRAMMATIC ADVERTISING

As the digital Out-of-Home (DOOH) industry continues to evolve, innovation remains at the heart of its transformation. Across the sector, new technologies are streamlining workflows, improving content control, and enhancing monetisation opportunities. One of the most transformative forces driving this progress is artificial intelligence (AI). From campaign delivery and compliance to creative approval and optimisation, AI is reshaping how media owners manage their networks and how advertisers engage audiences with greater precision and relevance.

Reducing Friction Through AI Automation

AI tools are fundamentally changing the way media owners review the high volume of inbound creatives that accompany programmatic advertising — with some networks receiving tens of thousands each month. These tools evaluate whether a creative should be approved by analysing factors such as past approval history, content suitability for the screen, and format compatibility.

By automatically pre-validating assets, AI reduces manual effort, ensures both brand safety and technical compliance, and speeds up the entire review process. This allows media owners to manage high volumes of requests more efficiently, enabling their teams to focus on higher-value tasks and strategic planning.

The Broadsign AI Assistant, our patent-pending tool, has been specifically designed to reduce the time spent on repetitive processes such as reviewing, categorising, and approving incoming creatives from programmatic bids sent via demand-side platforms (DSPs).

Protecting Brand Integrity at Scale

AI plays a critical role in supporting brand safety, ensuring category compliance, and giving media owners greater control over where and how ads appear across their digital networks. It automatically scans creatives for sensitive, off-brand, or inappropriate content, and classifies them into categories — such as alcohol or political messaging — ensuring that they only appear in approved locations and during permitted time slots based on publisher and regulatory guidelines.

This helps media owners reduce operational friction by flagging potential issues early, applying consistent review standards, and automating approvals at scale. For advertisers, it offers confidence that their campaigns will run in appropriate and well-curated environments, helping to protect brand reputation and overall campaign quality.

Real-time tagging and analysis provide greater visibility and control for both media owners and advertisers, ensuring that ads are delivered in the right place, at the right time, with brand safety and compliance at the core.

Managing Complexity with Competitive Separation

Until recently, competitive separation was primarily available for directly sold campaigns. Now, Broadsign’s competitive separation capabilities are being extended to programmatic campaigns as well. This innovation syncs category data created in the Broadsign CMS with our programmatic and platform interfaces, ensuring that competing campaigns are not scheduled to run back-to-back — regardless of whether they were sold directly or programmatically.

AI enhances this functionality by enabling creatives to be categorised at a more granular level and learning over time to recognise subtle distinctions between brands and subcategories — such as differentiating an “energy drink” from a “soft drink.” With this level of control, media owners can enforce competitive separation rules more effectively and position their networks as trusted environments that protect brand visibility and exclusivity.

The Broadsign AI Assistant also learns from each media owner’s unique categories, applying their custom taxonomy to creatives and automating the competitive separation process.

Looking Ahead: The Role of AI in the Future of OOH

As AI continues to advance, its role in transforming the OOH industry will only expand. In creative support, AI will help streamline asset development and enable real-time ad variations — such as dynamic resizing — tailored to audience, context, and performance. Advanced content recognition will improve compliance through automated category tagging and enforcement of brand and regulatory standards at scale.

Targeting will become more intelligent as AI analyses location, behavioural, and environmental data to deliver more relevant, high-impact messaging. Campaigns will benefit from dynamic optimisation, with AI adjusting flights, formats, and creatives in real time based on performance insights.

Looking even further ahead, predictive analytics will enhance campaign planning by forecasting outcomes and identifying ideal placements and timings. As AI becomes more deeply embedded in omnichannel strategies, it will help unify OOH with broader digital efforts, reduce manual workload, and accelerate time to market — ultimately making the OOH medium more responsive, efficient, and accessible.

BY CATHERINE LEE

PRODUCT MARKETING MANAGER

SHAPING THE FUTURE OF OOH: A CONVERSATION WITH SEVENTH DECIMAL ON THE GCC’S FIRST REGIONAL SUMMIT

In February 2025, Dubai played host to a groundbreaking moment for the regional media landscape — the first-ever GCC OOH Industry Summit, bringing together advertisers, agencies, operators, and adtech leaders.

At the heart of this initiative was Seventh Decimal, the region’s pioneer in audience measurement and data intelligence for Out-of-Home. We sat down with Maud Moawad, CEO & CoFounder of Seventh Decimal to learn more about what inspired this landmark event, the insights it generated, and the road ahead for data-driven transformation in the region.

1. Congratulations on organising the first GCC OOH Industry Summit. What inspired the idea, and why was now the right time to bring the industry together?

Thank you so much! We’re truly grateful for the support, and thrilled to have brought the industry together for the first GCC OOH Industry Summit. “IT’S TIME... IT’S OOH TIME.” This opening message reinforces OOH’s powerful position in the modern media mix. In a world where other media channels face increasing issues like fraud, ad blockers, and audience fragmentation, OOH stands apart. It is fraud-free, transparent, and built on real audiences. OOH is about extensive reach too — connecting with 95% of the GCC’s urban population. This summit aimed to spotlight one key message: OOH is no longer a traditional medium, it has reinvented itself. It is dynamic, measurable, trusted — and ready to lead.

BY MAUD MOADWAD CEO & CO-FOUNDER

2. Why was Dubai chosen as the launchpad for this event, and how do you see the UAE’s role in leading OOH transformation regionally?

As a business hub for global brands and agencies, Dubai is the ideal setting for thought leadership events like the GCC OOH Industry Summit. Dubai has also been a cross-border, collaborations hub for the media industry in the GCC, Levant, and North African markets, facilitating media buying. Last but not least, the UAE stands out globally as a market that has successfully endorsed a unified measurement system — an essential pillar for the growth of the OOH sector — even without the presence of a formal industry association. While we take pride in this significant achievement, there remain considerable opportunities to further regulate the industry.

3. What were the core objectives you set out to achieve with the summit?

Even with its strong and resilient position in the media landscape, the OOH industry in the GCC is not standing still — it is actively evolving and innovating. We carefully curated the summit content to reflect and showcase how key area advancements can be used to help advertisers further benefit from their OOH investments:

• Strategic investments in Digital OOH in Dubai, Abu Dhabi, and Riyadh

• The massive urbanisation and infrastructure growth fueling OOH

• The rise of automation and advanced tech stacks

• Ongoing creative and format innovation

• Advanced audience measurement capabilities

4. Seventh Decimal is at the forefront of audience measurement in MENA. How is data reshaping how advertisers approach OOH in this region?

Streach today is considered to be the system that is providing the audience measurement metrics in the GCC ie: Reach, Frequency and OTR Impressions. In addition to profiling the exposed audience — including sociodemographics, behavioural patterns, and more — OOH audience measurement serves as the foundation for building further layers of evaluation, such as media and impact metrics. The demand on audience measurement has grown tremendously in the past two years. As brands adopted currency metrics, they began to explore how best to leverage them.

5. There’s often a gap between innovation and adoption. What’s needed to accelerate trust in data among brands and media buyers?

The UAE and Kingdom of Saudi Arabia are the largest markets in the GCC with 90% of the total spend. The adoption of a currency is already there, because the market understands the value of an independent AUM in transacting OOH. However this was not built in a day, we have been working with both the demand side and supply side in the industry for over 5 years now. The key ingredients are accuracy, stability, transparency, collaboration, and finally localisation.

6. What’s next for the GCC OOH Industry Summit? Can we expect it to become an annual fixture?

Had you asked me this question during the summit preparation, I would have said “never again”, but the rewards and the feedback we received from the industry has been overwhelming. We have been asked to have an annual GCC OOH industry summit. The success of the Summit was far beyond our expectations, we welcomed 300 delegates — 50% from direct clients and advertisers. This reflects a growing willingness among advertisers to engage with the industry and collaborate. They’re keen to explore how to leverage technologies such as ad verification and automation, apply currency metrics effectively, and build actionable intelligence to drive greater efficiency in media planning and buying. The GCC OOH Summit is set to amplify awareness of the OOH industry, demonstrate the true value of the channel to clients, and inspire fresh creativity and technological innovation across the region.

IT’S TIME FOR OOH TO REACH BEYOND THE BILLBOARD - AND CREATIVITY IS THE KEY

“In a world flooded with noise, the brands that win aren’t just loud, they’re creative. Bold ideas that surprise and stay relevant are the only way to truly break through”

As consumers, we’re surrounded by ads - online, on TV, in cinemas, and on the street. Brands are in a constant fight for attention. And honestly? We’re over it. Ad fatigue is real. In this cluttered landscape, showing up isn’t enough. To break through, brands need to connect. That takes two things: surprise and relevance. Together, they create the “attention trap”, a strategy to grab and keep attention.

You can’t have one without the other. Relevance gets the audience in. Surprise keeps them engaged. And in today’s Out-of-Home (OOH) landscape, we’ve got more tools than ever to deliver both. Creativity isn’t optional anymore – it’s the lever that drives results. With tech and data reshaping what’s possible, OOH is primed for bold, standout ideas.

Let’s start with relevance. Thanks to the rapid growth of the digital OOH (DOOH) landscape, dynamic creative optimisation (DCO) is bringing precision-targeting, commonplace in digital, to OOH. Real-time data can now power hyper-targeted messaging on our billboards. Morning commuters see breakfast offers. Afternoon crowds get lunch promos. A heatwave triggers cold drink ads. Airlines show live flight deals with QR codes that drive instant bookings. This is relevance in action – ads that feel personal, timely, and contextual.

Relevance earns the glance. Surprise earns the stare. To truly hold attention, we have to break expectations. That means pushing the boundaries of traditional billboard norms with creativity and the use of DOOH technology. But OOH innovation isn’t just about flashy tech. It’s about smart disruption. When used effectively, tools like 3D creative that break beyond the frame, or augmented reality that transports viewers into new worlds, do more than impress — they immerse. They make people stop, look, and remember.

The most effective OOH campaigns aren’t gimmicks. They couldn’t exist anywhere else. They use the space, scale, and physicality of OOH to deliver something unique. They’re designed specifically for the medium – and that makes them powerful.

But we can go further. With interactive OOH tech, we’re turning passive glances into active engagement. Motion sensors, live cameras, touchscreens, and QR codes invite audiences in. These aren’t just ads – they’re experiences. And when those experiences are both relevant and surprising, people don’t just remember them, they share them. Phones come out. Videos go up. The message spreads.

That’s the power of great OOH: a single IRL moment — captured and shared — becomes much bigger than the space it occupied.

OOH’s future doesn’t sit on a static billboard. It lives in bold, immersive ideas that blend creativity with tech. Brands that embrace this mindset will cut through the noise, win attention, and make it stick.

BY GEORGIA HAMP

SAINT LAURENT

Saint Laurent commanded presence along The T3 with their campaign. A striking visual that fused Parisian elegance with urban minimalism, displayed across three stately static structures.

IGNITING INNOVATION: HOW PROGRAMMATIC DOOH IS REDEFINING CREATIVITY IN THE UAE’S ADVERTISING LANDSCAPE

The advertising industry in the UAE is undergoing a transformative shift, propelled by the rapid advancement of programmatic digital Out-of-Home (pDOOH) media. As digital transformation accelerates across the region, pDOOH is revolutionising the way brands interact with audiences - ushering in a new era where data-driven insights, real-time engagement, and creative adaptability converge to deliver powerful, context-aware campaigns.

At Multiply Media Group, we view pDOOH as more than just a technological evolution. It is a dynamic, creative engine - designed to empower brands with unprecedented flexibility, relevance, and artistic freedom in public spaces.

A Creative Revolution in Out-of-Home

pDOOH combines the reach of traditional OOH formats with the precision and responsiveness of digital technology. This hybrid approach allows advertisers to design highly creative, targeted campaigns that adapt instantly to changing conditions. Whether it’s tailoring a message based on the weather, local events, or traffic flow, pDOOH enables brands to stay relevant in the moment. This kind of real-time creative optimisation is fundamentally changing how audiences engage with advertising - making it more meaningful, more timely, and far more effective.

Data-Led Storytelling for a New Age

The rise of pDOOH brings with it the ability to hyper-target audiences using data sets such as demographics, location, weather, and time of day. This allows for campaigns that are both strategic and imaginative, speaking directly to specific groups, including high-net-worth individuals and expatriates in high-traffic zones.

Our digital media inventory, comprising over 400 premium digital screens across the UAE - including key locations such as Sheikh Zayed Road in

Championing Education and Innovation

Understanding that such transformation requires knowledge, BackLite Media has been at the forefront of educating the market. Through our dedicated pDOOH roadshow, we partnered with agencies and brands across the UAE to deliver engaging workshops and live demonstrations. These sessions have been instrumental in inspiring marketers to

Dubai, and The Galleria Mall in Abu Dhabi offers a creative canvas for brands looking to craft standout experiences.

Our campaigns with brands like YSL, BMW, Hong Kong Tourism, First Abu Dhabi Bank, ADCB, MSI, and IHG have demonstrated how pDOOH can elevate visibility while enabling bold, creative storytelling in the UAE.

reimagine what’s possible with programmatic. By spotlighting creative use cases and technological benefits, we’ve empowered advertisers to think beyond static visuals - and explore dynamic, realtime, data-rich storytelling.

Omnichannel Integration and Seamless Brand Journeys

Another key trend in the UAE’s evolving landscape is the seamless integration of pDOOH with mobile and digital platforms. Brands are leveraging programmatic technology to build cohesive omnichannel journeys - where consumers experience connected messages across screens, both online and in the physical world. This synchronisation ensures a consistent brand voice while reinforcing message retention, helping advertisers maximise their campaign impact through creative continuity and cross-platform synergy.

Leading the Creative Charge

Multiply Media Group’s commitment to creativity, innovation, and collaboration has cemented our role as a regional leader in pDOOH. With an ecosystem designed to harness the full potential of programmatic, we continue to support brands in crafting campaigns that are intelligent, adaptive, and artistically daring.

As the UAE embraces digital excellence, global events, and sustainability initiatives, Programmatic DOOH stands out as a powerful medium - one that reflects the nation’s bold vision while providing brands with a cuttingedge tool to connect with their audience in meaningful, creative ways.

In this new age of digital engagement, creativity is no longer optional - it’s essential. And with pDOOH, the future of innovative, real-time, outdoor storytelling has already arrived.

BY SEAN GADSBY DIRECTOR OF INNOVATION & EMERGING TECHNOLOGIES

SMART SPACES: HOW STRATEGIC OOH PLACEMENT EXPANDS

LUXURY

REACH

When planning Out-of-Home (OOH) campaigns for luxury brands, understanding audience mindsets is essential. We start by segmenting audiences — whether we are reaching loyal customers or aspirational buyers — which allows us to tailor campaigns accordingly. Location selection plays a crucial role in this strategy, helping to drive awareness, interest, and conversation. Just as important is localisation, where we tap into emotional triggers and ensure cultural relevance, so that every placement resonates authentically with its environment.

Prime OOH locations have a profound influence on the success of luxury campaigns. These spaces go beyond visibility; they reinforce brand positioning and prestige. In shaping strategy, we define prime locations according to specific campaign goals — whether it is building brand awareness, targeting high-profile districts, or positioning near flagship stores to drive footfall and relevance. We are seeing more locations across Dubai rise to meet luxury standards, giving brands greater opportunities to connect with the right audiences at the right moments.

Sheikh Zayed Road, in particular, stands out as a key focus for luxury brands in the region. As Dubai’s main highway, it connects important city districts and landmarks while linking Dubai to other emirates. With consistently high traffic, especially during peak hours, it offers unrivalled exposure. It remains a strategic priority for luxury brands aiming to reach a discerning, high-value audience. We approach this space with great selectivity, focusing on only the most prestigious spots to ensure placements reflect the brand’s standards and stand out in a premium media environment.

To engage Gen Z and Gen Alpha, luxury OOH strategies focus on cultural relevance and tapping into emotional drivers. These younger audiences expect brands to resonate with them by being both aspirational and authentic. To align with their digital-first mindset, we prioritise high-impact digital formats that offer interactivity and engagement, creating memorable and shareable brand moments.

In practice, this means creating OOH campaigns that deliver more than just presence. It’s about using media to generate conversation, stir aspiration, and strengthen brand relationships across different audience groups. From the careful choice of prime locations to the use of digital formats for younger audiences, every decision is guided by a clear objective: to maximise the impact of luxury brands in public space while staying true to their identity.

The strength of OOH for luxury lies in how strategy, creativity, and cultural understanding work together. With thoughtful planning and innovative placement, luxury brands can engage new and existing audiences, ensuring they remain relevant across multiple touchpoints while amplifying their presence in public life. In this way, OOH remains not just a platform for reach — but a stage for meaningful, lasting connection.

DECODING ATTENTION: WHERE CREATIVITY MEETS NEUROSCIENCE IN OOH

In a world flooded with visual stimuli, grabbing attention is no longer enough — the real challenge lies in holding it, guiding it, and turning it into meaningful consumer action.

This is particularly relevant in Out-of-Home advertising — a high-impact, high-visibility medium where every second matters. With large-format visuals and strategically located screens, OOH presents a unique opportunity to connect with audiences in real time, in the real world. Understanding how the brain engages with these moments is key to helping brands deliver creative that not only captures attention but resonates deeply.

This is where neuromarketing plays a pivotal role. By applying neuroscience and behavioural analysis to advertising, it’s now possible to anticipate how consumers will engage with creative content — before it ever goes live. Using tools such as predictive AI, eye-tracking simulations, and emotional response modelling, advertisers can design campaigns with a greater degree of precision and confidence.

Why Neuromarketing Matters in OOH

Neuromarketing makes it possible to move beyond surface-level feedback, revealing subconscious reactions that influence decision-making. This is particularly useful in OOH, where effectiveness often hinges on split-second interactions. By analysing visual attention, emotional engagement, and memory recall, campaign elements can be adjusted to maximise impact at first glance — whether on a roadside digital screen or a shopping mall display.

Enhancing Creativity with Science

One of the greatest strengths of neuromarketing lies in its ability to enhance — not replace — creativity. Insights derived from cognitive science help identify which parts of a design naturally attract the eye, which evoke emotional responses, and which are most likely to be remembered. Rather than limiting creative thinking, this process empowers designers and brands to make informed choices that elevate the core idea.

Through its partnership with Neurons Inc., BackLite Media is already integrating this approach into its offering, giving brands advertising on its locations access to creative testing and behavioural intelligence. This ensures that campaigns aren’t just visually compelling, but also neurologically optimised to perform in real-world conditions.

Real-World Impact

Over the past few decades, the neuromarketing field has made significant strides in understanding how consumers process advertising at a subconscious level. By applying tools such as eye-tracking, EEG brainscanning, and implicit response testing, researchers have been able to measure how visual stimuli capture attention and influence perception in real-world environments.

One consistent finding is that OOH ads are typically viewed for just one to three seconds — a brief window in which the brain must process and interpret the message. In such fast-paced settings, visual clarity and impact become essential. Even minor design elements can influence how effectively an ad is noticed, understood, and remembered.

This has important implications for OOH campaigns, which often involve greater planning, placement, and production effort. Advances in applied neuroscience now enable advertisers to gain rapid, evidence-based insights during the creative process — reducing risk and improving the likelihood of meaningful audience engagement.

What Comes Next in Creative Strategy

As marketing continues to shift towards data-informed strategy, OOH is evolving in step. The ability to predict impact — rather than wait to measure it after the fact — signals a new era of smarter, more effective advertising in public spaces.

As Out-of-Home evolves, the convergence of neuroscience and creativity is opening new doors for brands seeking deeper engagement in public spaces. Predictive tools rooted in behavioural science offer a more accurate lens through which to shape messaging, not after the fact, but from the very start of the creative process.

In a medium defined by immediacy and visual impact, the ability to understand how the brain responds to design is no longer a luxury — it’s becoming essential. Neuromarketing is not just a new layer of insight; it’s a new standard for how we create, test, and connect through the world’s oldest — and most visible — advertising channel.

BY MIKE STORM CHIEF OPERATING OFFICER & CO-FOUNDER

BOTTEGA VENETA

Bottega Veneta’s campaign illuminated The Galleria with signature subtlety and sculptural elegance. Set against the architectural backdrop of Al Maryah Island, the display exuded quiet confidence - pairing minimalist design with bold presence. A refined expression of contemporary luxury in one of Abu Dhabi’s most premium retail destinations.

MULTIPLY MEDIA GROUP ENTERS UK

MARKET WITH WILDSTONE PARTNERSHIP, ACCELERATING GLOBAL EXPANSION

Multiply Media Group (MMG), a media powerhouse focused on strategic growth and meaningful brand engagement, has announced a strategic landmark long-term partnership with Wildstone, one of the world’s largest owners of outdoor media infrastructure with a portfolio of over 5,400 panels.

This partnership gives MMG, a subsidiary of the Abu Dhabi-based investment holding company Multiply Group (ADX: MULTIPLY), exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) sites in central London - marking a significant step in the group’s strategy to create a borderless, tech-enabled media powerhouse. These assets will be commercialised and operated by BackLite Media, a subsidiary of MMG.

Speaking on the announcement, Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said: “Expanding into the UK marks a pivotal step in MMG’s global growth journey. Our partnership with Wildstone is a key enabler of that ambition, providing us with immediate scale. Positioned as a strategic launchpad into international media markets, London offers the ideal setting for us to deliver meaningful brand experiences across one of the world’s most iconic urban landscapes.”

The first operational asset taken over is the Wandsworth Roundabout, which was among 13 high-traffic sites acquired by Wildstone from Transport for London (TfL) earlier this year. The site features four large-format digital screens and is situated on one of London’s busiest junctions, with bi-weekly impacts of 6.2 million.

James Bicknell, Group CEO of Multiply Media Group, said: “At MMG, our mission is to shape a future-ready media group rooted in regional strength and global ambition. Partnering with Wildstone deepens our presence in a mature, high-impact market and extends Backlite’s premium inventory beyond the UAE. Through MMG, we are embracing the evolving media landscape that powers dynamic and impactful campaigns — and this collaboration marks an important step in delivering on that promise at a global scale. ”

Damian Cox, Global CEO and Founding Partner of Wildstone, said: “We are excited to partner with MMG as they bring their forward-thinking approach to London’s DOOH market. This collaboration reflects our vision to elevate the standards of urban media infrastructure and help deliver more impactful DOOH campaigns for advertisers across London.”

Multiply Media Group was officially launched in June 2025, uniting three of the UAE’s market-leading Out-of-Home (OOH) companies - BackLite Media, Viola Media and Media 247 - under a single, tech-enabled media powerhouse headquartered in the UAE. The launch took place at the World Out-of-Home Organization (WOO) Annual Congress in Mexico City and was marked by a bold global DOOH takeover that illuminated cities and screens worldwide with MMG’s presence. This international move into London marks MMG’s first major expansion beyond the Middle East, reflecting Multiply Group’s global growth strategy. With a market cap of over $7.2 billion, Multiply Group continues to build scale and impact across its verticals through disciplined, future-facing investments.

With London as a strategic gateway into Europe, MMG is actively exploring further market entries in other global cities. This expansion sets the stage for new acquisitions, partnerships, and investments that align with MMG’s mandate to reshape the media sector through scale and forward-looking strategies. MMG will continue to invest in high-potential media assets, catalyse growth through technology and create value-driven synergies across its global portfolio.

DESIRABLE

COMMUNITY

Great media contributes to more than campaigns, it contributes to cities, environments, and future generations. Through our sustainability commitments and long-term vision under BackLite26, we are focused on minimising impact while maximising value for the communities around us. This pillar reflects how we view responsibility not as a task, but as a standard.

PROGRESS WITH PURPOSE

FROM BANNERS TO BETTER FUTURES:

BACKLITE’S CONTINUING JOURNEY TOWARDS SUSTAINABILITY

We believe that true progress is measured not only by innovation or reach, but by responsibility. As a leading Out-of-Home media company in the UAE, we understand the influential role our industry plays in shaping public spaces – and we are determined to ensure that influence also extends to environmental stewardship. Sustainability for us isn’t just an initiative – it’s part of everything we do – being deeply embedded in every aspect of our operations and our future direction.

BY CHAFIK TAHRI DIRECTOR OF OPERATIONS

Our Commitment to Carbon Neutrality by 2026

BackLite is on a bold mission: to become fully carbon-neutral by 2026. This target guides every decision we make – from reducing operational emissions to reimagining the materials we use in our campaigns. One of the clearest examples of this ambition is our approach to Flex banners, the durable PVC materials typically used in outdoor advertising. Traditionally, these banners have a limited lifespan and frequently end up in landfills. But we saw an opportunity to break this cycle. By developing a recycling drive with a remarkable 98% success rate, we are giving these banners a new lease of life – transforming what was once a waste into meaningful impact.

From Old Banners to Bold Impact

Our Flex banner reuse programme is already making a measurable difference. Each banner diverted from landfill avoids 97.43 kilograms of CO2e emissions and saves 36 litres of diesel – the equivalent of removing two cars from UAE roads for an entire day, per banner. These are not just numbers. They represent cleaner streets, smarter materials, and a more thoughtful future for outdoor advertising. We believe that media, no matter how bold or brilliant, should never come at the expense of the planet.

Partnering with Purpose: Sanad Village Collaboration

In line with our sustainability roadmap – what we proudly call our BackLite26 goals – we recently partnered with Sanad Village, a centre that provides care and education for children with special needs. Together, we launched a creative recycling campaign that turned our used Flex banners into eco-friendly shopping bags. These thoughtfully designed bags were handed out during an event, The Sustainability Carnival, held at Sanad Village. It was a day full of fun, creativity, and shared purpose – uniting environmental advocacy with social inclusion.

We understand that true transformation doesn’t happen overnight. It unfolds one decision, one project, and one creative solution at a time. We are committed to being more responsible with every stage of our media’s lifecycle – from production to placement, and ultimately to post-use transformation. Through strategies like our Flex banner recycling programme and partnerships with likeminded organisations, we are proud to be lighting the path forward for a cleaner, greener OOH industry.

Because the future of advertising should always help protect the future of Earth.

One Creative Solution at a Time

BEYOND BUSINESS: SHAPING A CULTURE

OF RESPONSIBILITY AND INNOVATION

Purpose-led work rarely sits in silos. When different teams align around shared values and act on them, the results move beyond initiatives and into the everyday fabric of a company. Over the past year, a close collaboration between Marketing and People & Culture has helped shape a more thoughtful, intentional approach to Corporate Social Responsibility (CSR) at BackLite, one that’s people-driven, responsive, and deeply connected to the culture we’re continuing to build.

Whether through new joiner programmes, community action, sustainability efforts, or mentorship initiatives, each project has reflected a single principle: care works best when it’s collaborative.

Gifting With Intention: Everyday Changes That Matter

This year, internal milestones took on new meaning through a series of small but impactful changes. We phased out plastic cutlery from our pantry, introduced reusable bottles for all new team members, and reimagined our gifting experience.

New starter kits now feature plantable and fully sustainable items, designed not just to welcome, but to reflect the values we’re committed to. These changes are subtle in form but significant in message: responsibility isn’t a campaign, it’s a way of doing things.

JULIANA RIBEIRO GROUP MARKETING MANAGER

The Ramadan Sharing Fridge: Small Acts, Shared Spirit

This Ramadan, our team joined the Ramadan Sharing Fridge initiative, a grassroots campaign rooted in compassion, community, and everyday generosity. Our team worked together to stock fridges with food, water, and essentials, engaging with residents and fellow participants across the city.

It was more than seasonal giving, it was a reflection of our support for the UAE’s 2025 theme, the Year of Community. This initiative reminded us that true engagement isn’t about scale, it’s about showing up and contributing to the spirit of the place we live and work in.

Consulting for Change: Working with the University of Southampton

One of the most exciting projects this year came through our collaboration with MBA students from the University of Southampton, UK. Rather than observing from the sidelines, these students worked directly with our leaders, contributing ideas to help us move closer to our long-term sustainability goals.

Their work combined academic insight with practical recommendations, bridging the gap between strategy and implementation. It also reflected our belief that innovation grows stronger through external perspectives, and that investing in next-generation thinking is important to how the industry moves forward.

Looking Ahead: Purpose, Not Just Programmes

This past year has shown what becomes possible when intention leads and collaboration supports it. The projects we’ve delivered, and the mindset behind them, point to a culture that values people and places, not just performance. As we continue to shape what’s next, the focus remains clear: build together, act with care, and lead with purpose.

Run for a Reason: Moving with Purpose

We were also proud to support Run for a Reason 2025, held at Brighton College Dubai. The event raised funds for the Al Jalila Foundation’s Wellness on Wheels, the UAE’s first mobile healthcare unit for underserved communities.

Supporting this initiative wasn’t about visibility, it was about aligning with a cause that brings real, mobile, human-centred impact. It also reinforced the idea that when business moves with intention, the effects are felt well beyond the boardroom.

SAM HARTLEY DIRECTOR OF PEOPLE AND CULTURE

FUEL FOR CHANGE: SUPPORTING CLEANER HOMES AND A COOLER PLANET

One of the most meaningful actions we’ve taken on our sustainability journey this year has been supporting clean energy access for thousands of families in Uganda. In partnership with Energy Efficiency improvement project leading to multiple sustainable development impacts, we contributed to the distribution of improved cookstoves across rural households, a move that has reduced emissions, improved public health, and brought positive change to over 9,600 people.

The results speak for themselves: 2,295 tonnes of CO2 emissions neutralised, 2,044 households supported, and daily life transformed through better air quality, safer cooking methods, and reduced pressure on local ecosystems.

In the districts reached by these projects, many families still rely on traditional openfire cooking, a method that demands excessive firewood, produces thick smoke, and poses serious health risks. The new stoves reduce wood consumption and limit exposure to harmful indoor air pollution, helping protect those most at risk, especially women and children.

The long-term benefits go beyond cleaner air. With less time needed for firewood collection, families regain valuable hours that can be spent on work, education, or rest. At the same time, the drop in fuel demand eases deforestation and land degradation, making this a community-first solution that supports global climate goals.

This project also supports our broader environmental accountability. As part of our emissions strategy, these cookstove projects have contributed directly to neutralising our Scope 1 and Scope 3 emissions for 2024. (Scope 1 covers direct emissions from company operations, Scope 3 includes indirect emissions from our wider value chain).

Closer to home, we’ve also addressed our electricity use by securing International Renewable Energy Certificates (I-RECs) from the Mohammed bin Rashid Solar Park, helping to cover our Scope 2 emissions and support the UAE’s transition to clean energy.

Together, these actions form a more holistic climate approach, not only reducing our footprint, but helping to deliver health, time, and dignity to the communities we support. Whether through innovative infrastructure at home or community-driven solutions abroad, we remain focused on sustainability that makes a difference where it matters most.

Ton’s of CO2e emission reduce Households benefited Family members benefited +2K +2K

DESIRABLE

BY

CARE

Every element of what we do — from design to delivery — is guided by precision and responsiveness. Care is not a final layer, it’s the foundation. This commitment shapes the relationships we build, the services we provide, and the quality we maintain across every touchpoint.

DETAIL IS THE DIFFERENCE

LEADING WITH CARE: HOW THOUGHTFUL DESIGN AND QUALITY SHAPE OUR WORK

At Multiply Media Group, care is reflected in the choices we make, the standards we set, and the value we aim to deliver — not only to our clients, but to the communities and environments where we work. We focus on providing services and solutions that prioritise quality, attention to detail, and long-term thinking.

As Group Operations Director, I see first-hand how this is evident in every stage of our process. Once a location is confirmed, we take time to understand the landscape, traffic, and the needs of the brands we represent. Design decisions are shaped by the surroundings, audience, and the expectations of our clients.

At the heart of this approach is a clear belief: quality matters over quantity. We choose our locations carefully, focusing on those where we can make a real impact. It’s not about how many sites we have, but ensuring that each one is thoughtfully considered and well executed.

This care is not abstract. It’s carried out daily by the teams who bring each location to life — and keep them running. Whether it’s scheduled upkeep or rapid-response troubleshooting, operational excellence is part of how we earn the trust we’re given.

Day-to-day operations are a crucial part of this commitment. Regular checks and responsive maintenance help us keep locations pristine and ensure we deliver on expected standards. Being able to respond quickly is part of how we support the spaces we manage and clients who rely on us.

Innovation also plays an important role in how we continue to raise standards. We are currently developing a network of four digital screens, called The Helix, each positioned in a different geographical location but designed as part of a cohesive network. This reflects our aim to bring together creativity and technology in ways that offer flexibility and consistency for the brands we work with.

For us, care is not a statement — it’s an ongoing effort. It’s seen in the way we design, the way we operate, the way we innovate, and the way we plan for the future. As we move forward, we remain committed to creating spaces and solutions that reflect the trust placed in us and to setting standards that move the industry forward.

BY BASSEL KOTAISH

GROUP OPERATIONS DIRECTOR

BEYOND THE BRIEF: HOW INSIGHT AND PRECISION SHAPE

CLIENT STRATEGY

In conversations about innovation, it’s easy to focus on technology, the tools, platforms, and formats transforming how brands connect with audiences. But for those of us in the Out-of-Home industry, innovation often begins in more foundational places: how a project is approached, how ideas are formed, and how teams collaborate before a single screen lights up.

In this industry, impact doesn’t just come from what’s visible; the thought and structure behind the campaigns shape it. From selecting the right locations to planning how a campaign lives in public space, early strategic thinking often determines long-term success. Especially in a market as layered and fast-moving as the UAE, relevance is not achieved through reach alone. It’s built through decisions grounded in timing, audience insight, and an understanding of place.

That early-stage thinking is where some of the most meaningful work takes shape. Location planning is no longer about availability; it’s about fit. Teams increasingly rely on behavioural data, movement patterns, and geographic context to guide placement. The goal is not just visibility, but resonance, matching the message with the moment. Sometimes that means opting for precision over scale, or knowing when and where audience behaviour shifts across the day.

What drives momentum is the collaborative rhythm that takes place across departments. Sales, operations, strategy, and production operate in continuous dialogue, a structure that enables campaigns to adapt in real time and develop in depth. In these moments of shared problemsolving, new ideas often emerge and gain traction.

Digital advancements such as dynamic scheduling, time-sensitive messaging, and responsive content create campaigns that move with audiences. Alongside this comes a growing emphasis on design that is informed, rather than improvised. Technologies like eye-tracking or response modelling are now helping teams better understand what draws attention and why, shaping the message before it goes live.

In a space that’s become more measurable, technical, and layered, the human element still carries weight. Insight, care, and a commitment to doing things well are the qualities that underpin the work, even when they aren’t always visible on the surface. From the first site suggestion to the final review, the focus is not just on delivery but on thoughtful execution.

Today, OOH is no longer just about the billboard or the screen. It’s about creating a presence that fits within the larger rhythm of media, environment, and everyday life. As the role of OOH continues to evolve, the opportunity lies in how we balance invention with intention, thinking forward while keeping the fundamentals in focus.

BY AHMED NOURELDIN HEAD OF SALES - DUBAI

CAMPAIGN GALLERY

VAN CLEEF & ARPELS

Van Cleef & Arpels graced the Triple Crown with a luminous Ramadan tribute - an exquisite campaign that reflected the Maison’s poetic spirit and deep reverence for tradition. A celebration of beauty, harmony, and timeless refinement.

RABANNE

Rabanne lit up BL108 with the magnetic allure of Million Gold - a bold expression of power. Set against the dynamic skyline of Sheikh Zayed Road, the campaign delivered pure impact, turning heads in one of Dubai’s most iconic commercial corridors.

SAAS

SAAS brought architectural serenity to our Canvas Collection at The Galleria Mall with a compelling campaign for St. Regis Residences - a celebration of elevated living and timeless design. Overlooking Al Maryah Island, the visuals captured a vision of refined luxury, where every detail spoke to elegance and exclusivity.

Piaget’s campaign was displayed on The T3 screen along Sheikh Zayed Road, showcasing its watch collection. The clean, product-focused visual layout reinforced a refined brand image and delivered a clear, effective message to audiences in transit.

PRADA

Prada made a bold statement on The Triple Crown Abu Dhabi, blending modern elegance with iconic brand presence in the heart of the capital.

Nespresso captivated audiences in Abu Dhabi with a bold campaign at Al Qana, blending cinematic flair and signature flavour to create a standout moment in a premium urban setting.

MERCEDES-BENZ

Mercedes-Benz marked the season with a refined Ramadan message on The Oryx. The creative paired brand elegance with cultural resonance, set against the architectural structure of The Oryx.

VACHERON CONSTANTIN

Vacheron Constantin marked its 25th anniversary with a striking campaign on The Triple Crown, Abu Dhabi - honouring a legacy of craftsmanship and timeless elegance in the region.

TIFFANY & CO.

THE DUBAI JAWHARA - PART OF THE LANDMARK SERIES

Tiffany & Co. illuminated the Jawhara with an emblem of eternal elegance - a radiant tribute to its storied legacy and modern romanticism. The campaign’s poetic minimalism and timeless allure reflected a house defined by love, since 1837

Dior brought its unmistakable elegance to The Oryx, unveiling a campaign that seamlessly blended timeless sophistication with contemporary design. Set against the backdrop of one of Dubai’s most iconic digital landmarks, the visuals embodied the Maison’s refined aesthetic. A powerful display of style, grace, and modern luxury.

CLOSING REMARKS

As this edition comes to a close, it is both timely and appropriate to reflect on the core themes that continue to define our industry’s trajectory – creativity and innovation. These

are not merely guiding principles; they are the dual

engines driving the transformation of outdoor advertising in a world that demands relevance, responsiveness, and resonance.

At Multiply Media Group (MMG), we recognise that the intersection of technology and imagination is where the most meaningful progress occurs. The evolution of artificial intelligence, data-led media planning, and dynamic content delivery systems has given rise to extraordinary capabilities. Yet, it is the creative application of these tools that unlocks their full potential.

Innovation without imagination is mechanical; creativity without strategy lacks direction. The future of Out-of-Home lies in the balance of both. It is in the ability to use AI not just to target audiences more precisely, but to craft more compelling narratives. It is in transforming digital screens into canvases for storytelling that is contextual, relevant, and alive.

Leadership in this landscape means fostering an environment where creativity thrives alongside

technology – where teams are encouraged to experiment, to challenge convention, and to reimagine what outdoor advertising can be. It means setting new standards, not following existing ones, and ensuring that progress is always matched by purpose.

To our clients, partners, and colleagues: your continued trust fuels our pursuit of excellence. Together, we have the opportunity – and the responsibility – to lead our industry into a new chapter, one defined not just by digital transformation, but by bold creative thinking and intelligent innovation.

As we look ahead, let us continue to push boundaries. Let us be fearless in our ideas, deliberate in our strategies, and unwavering in our belief in the power of great storytelling. The future of outdoor advertising is not simply being anticipated – it is being created.

At MMG, we remain committed to leading that creation – with vision, with integrity, and with an enduring passion for what’s possible when creativity and innovation unite.

JAMES BICKNELL GROUP CEO