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

purchase intent post exposure.

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

environment.

• Research establishes a structured evidence base for evaluating premium

Out-of-Home effectiveness in the UAE.

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

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

luxury brand lift.

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

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

perception, recall and behavioural intent.

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

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

high-attention public environments contribute to measurable brand outcomes?

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

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

located on Sheikh Zayed Road in Dubai.

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Combining structured quantitative measurement with qualitative insight, the study

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

how audiences perceived the creative execution within its surrounding environment.

Key findings include:

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• 80% campaign recall within seven days of exposure.

• 95% of respondents expressing intent to act.

• 68% uplift in purchase intent among those exposed.

Beyond awareness, the research indicates that emotional resonance, contextual

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

confidence and behavioural consideration.

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Qualitative insight showed that respondents associated premium digital structures in

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

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

aligned with affluent audiences, reinforcing how placement and environment influence

perception.

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

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

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

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

alignment can influence brand outcomes in a meaningful way.”

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

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

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

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

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

it."

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This research reflects BackLite Media’s continued investment in structured

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

ecosystem across data, technology and advanced media capabilities.

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