A new report from Outsmart, the trade body for the UK Out of Home (OOH) advertising industry, finds that OOH is the most sustainable advertising platform for brands when compared to other major media.

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The findings, produced by KPMG, are outlined in ‘Low Carbon, Low Power: An analysis of OOH energy consumption and CO2 emissions’, published today.

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KPMG’s research found that out of all the media measured (Online, TV, Radio, Print and Email), the OOH industry produces the least amount of carbon emissions per impression.

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OOH represents 3.3% of the UK’s total advertising power consumption, and just 0.067% of all the power consumption in the UK. This means that OOH advertising’s power consumption is lower than its share of all advertising spend (3.8%) * (AA/WARC 2023). The findings reveal that OOH makes up less than 3.5% of the total carbon footprint of the UK’s advertising activities.

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This positive report card for OOH alongside the sector’s ability to improve sustainability is in great part due to OOH media owners having control over the entire supply chain and end-to-end operations. OOH media owners alongside Clear Channel, Global, Ocean Outdoor to name a new contributed their data to the new report, with other media owners providing examples of their ability to reduce emissions across business operations.

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Sustainability initiatives include maximising the recycling rate of materials, converting to more energy efficient lighting, optimising logistics routes, and most importantly, appointing suppliers based on their environmental credentials.

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Tim Lumb, Director of Outsmart, said: “When we look at either the power consumption or the carbon emissions advertising “pie”, OOH is an incredibly small slice. Media owners have control over their supply chain, delivery and end of cycle processes - controls that result in demonstrable reductions to climate impact, at pace.”

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Stéphanie Taupin, Global Strategy Director at KPMG, added: “The study results are consistent with a similar study we did in France: OOH allows brands to execute more environmentally friendly campaigns than other media when measured by contact or pound invested. Furthermore, OOH has opportunities to reduce its climate impact because it benefits from several reduction levers."

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Another recent study from Outsmart and Legacy reported that OOH is in a strong position across several key ESG metrics, performing especially well across environmental factors. Outsmart also recently announced that the UK OOH sector contributed £411m to support public services, infrastructure, communities and employees in 2021 - representing 46% of its advertising revenue.

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“Of course, sustainability efforts have no end point, but the OOH sector is committed to improving and innovating across environmental and social sustainability, as shown in the initiatives from Outsmart members”, Lumb concluded. To download the full report, click here.

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At BackLite, we recognise the need for concrete action to address climate change and that every small step forward is a significant stride in the right direction.Read more about BackLite 26, our strategy to attain absolute carbon neutrality by 2026 here.

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As the world commemorates World Water Day, as a company, we stand for environmental responsibility and actively tackle the menace of plastic pollution caused by single-use plastic water bottles. In a move towards sustainability, we partnered with Loch, a local company specialising in sustainable solutions, to change our approach to hydration.

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One of the company's key initiatives is providing sustainable copper-insulated bottles from Loch to all our employees and interns. This thoughtful gesture promotes eco-friendly practices within the company and sets a powerful example for others in the industry.

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Taking their commitment a step further, we extended this initiative to our esteemed clients from agencies, brands and partners during the last Ramadan season. By distributing Loch's sustainable bottles as a company, we encouraged a culture of mindful consumption among stakeholders.

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In another display of our dedication to sustainability, we collaborated with Loch to gift coffee mugs to our clients. This strategic partnership promotes reusable alternatives and reinforces the belief that sustainability should be ingrained in every aspect of operations.

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At BackLite, the sustainability ethos isn't just a trend; it's a core value that drives their actions year-round. By taking concrete steps to reduce plastic waste and promote eco-conscious choices, BackLite sets a shining example of how businesses can positively impact the environment while excelling in their respective industries.

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Programmatic Digital Out-of-Home (PrDOOH) advertising is transforming the advertising scene in the UAE, providing a seamless blend of online and offline media for impactful campaigns.
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Using an omnichannel marketing strategy, Abu Dhabi Commercial Bank (ADCB) ran a PrDOOH campaign that flawlessly integrated online and offline media with the click of a button. By leveraging advanced impression and audience data from Admobilize & Seventh Decimal, our Programmatic team at BackLite recommended strategic locations that targeted specific geographical areas and audiences across the UAE.
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Expressing his enthusiasm and success of this campaign, Sean Gadsby, our Head of Programmatic, said, "The Digital Out-of-Home campaign employed a sophisticated omnichannel approach, strategically merging online and offline media channels. By harnessing the power of data analytics from Admobilize & Seventh Decimal, ADCB pinpointed the most relevant locations to reach their target audiences effectively. This fusion of online and offline media amplified campaign performance. It streamlined the process through DSPs like DV360, enabling clients to plan and purchase media with familiar metrics such as impressions and CPM."
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The campaign was successful across prominent malls and destinations such as Dubai Festival City Mall, Al Qana, and The Galleria Al Maryah Island, where it captivated audiences on over 200 screens, showcasing the power and potential of Programmatic Digital Out-of-Home (PrDOOH) advertising in the UAE market.
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This automation and accessibility have opened up new advertising possibilities for digital marketers. The synergy between online and offline media has become more seamless and effective, enhancing campaigns' overall impact and reach.
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The age of third-party cookies is coming to an end soon, and it promises a significant change in advertising patterns. As a non-interruptive media that blends naturally into the urban landscape, DOOH is now more valued among brands and advertisers.

It’s been over a year since Google revealed its intentions to eliminate third-party cookies to meet demands for enhanced user privacy and evolving regulatory restrictions. The announcement caused a dilemma among the advertising community, leaving brands and agencies searching for answers to important questions about alternative ways to deliver ads in a relevant and timely manner. With web browsers and apps alike increasingly blocking cookies, ad spend is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways.
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DOOH is well positioned to thrive in the cookiless era:
In a time where consumer privacy concerns are at an all-time high, DOOH has always offered an effective and seamless way for brands to reach their target audiences. DOOH has become an integral part of the advertising landscape thanks to its ability to blend seamlessly into the urban landscape while delivering relevant, engaging, and memorable messages to consumers. The medium is becoming increasingly popular with advertisers, as it offers a high degree of flexibility in communication, allowing brands to deliver targeted and contextually relevant messages to consumers in real time.
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DOOH relies on anonymised location data:
DOOH relies on anonymized location data to comprehend aggregated consumer movement patterns, aiding advertisers in determining the optimal strategies to reach their audiences effectively, including where, when, and how. However, it is anticipated that the implementation of ATT and similar privacy measures will diminish the scale of location data available, necessitating adjustments in targeting and measurement practices for DOOH advertisers.

The ability of digital out-of-home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before.

It’s time that your brands’ digital ads hit the road! Ensure growing customer engagements even in a cookieless age with DOOH.

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In advertising, where innovation meets visibility, few names stand as tall as Mr. Bengt Bendeus, the visionary Founder of BackLite Media. His journey, marked by a relentless pursuit of perfection, took him across continents, shaping landscapes and leaving an inspiring mark on the industry.

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Born with an entrepreneurial spirit, Bengt ventured into outdoor advertising with a singular mission: to find the perfect billboard. Before long, his quest led him through various ventures in Sweden before destiny brought him to the vibrant cityscape of the United Arab Emirates.

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Inspired by a backlit advertising sign at Heathrow Airport, he founded BackLite in 1986, introducing large vinyl signs illuminated from behind. Under his leadership, BackLite became a leading outdoor advertising company in 13 countries and cities, including Dubai and Abu Dhabi.

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In Dubai, Bengt planted BackLite Media's roots, starting with just one unipole. Fuelled by his determination and astute business acumen, he navigated the complexities of the market, forged vital partnerships, and secured multiple deals with the Dubai Roads and Transport Authority (RTA).

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Under his leadership, our company became a titan ofthe outdoor advertising industry, setting benchmarks and redefining standards,further venturing the company in destination, mall advertising and the launchof the iconic Landmark Series.

Yet, beyond the corporate triumphs, Mr Bendeus'slegacy resonates profoundly in the hearts of those who worked alongside him.His leadership was not merely about market dominance but nurturing a culture loyaltyand growth.

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Bengt's legacy transcends mere business success; it signifies the spirit of perseverance, innovation, and compassion. His journey reminds us that greatness is not measured solely by achievements but by the lives touched, the careers shaped, and the communities enriched.

As we bid farewell to a titan of industry and as he ventures out for new opportunities, we will never forget the torch he ignited, striving for excellence with integrity and passion. In honouring his legacy, we continue to dedicate our service to BackLite Media with the same enthusiasm and dedication that defined his remarkable life.
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In a strategic move to expand its footprint in the burgeoning Out-of-home (OOH) advertising space, MultiplyGroup (ADX: MULTIPLY), an Abu Dhabi-based investment holding company, has acquired 100% of BackLite Media, a premier Digital Out-of-Home (DOOH) advertising company in the United Arab Emirates (UAE). The deal encompasses all operating entities of BackLite Media and is a key step in Multiply Group’s broader strategy to enhance and consolidate its Media and Communications vertical.

With a portfolio that comprises 86% digital and 14% static advertising solutions, BackLite Media has established itself as one of the leading media companies in the UAE. Through notable partnerships, such as with the Roads and Transport Authority (RTA), BackLite Media has secured prime advertising locations including The Landmark Series along the iconic Sheikh Zayed Road, as well as in high-profile malls, destinations, and cinema advertising venues like The Galleria Mall, Al Qana, Dubai Festival City, and more. The extensive reach positions BackLite Media asa pivotal force in the UAE’s media landscape.

This acquisition seamlessly complements Multiply Group’s existing portfolio, which includes Media 247 and Viola Communications, and underscores the Group’s dedication to investing in profitable enterprises and creating synergies. The Group’s strategic pivot into DOOH advertising aligns with market trends and future growth opportunities.

Samia Bouazza, Group CEO and Managing Director of MultiplyGroup, commented: “The full acquisition of BackLite Media is another strategic milestone in our journey to build an integrated multi-brand media powerhouse. This expansion underpins our commitment to driving shareholder value by creating long-term growth and further strengtheningMultiply Media’s valuation as we continue readying the vertical for its eventual listing.”

Bengt Bendeus, Founder and Chairman of BackLite Media, noted: “The journey of BackLite has been one of constant innovation inthe UAE’s OOH advertising space. This acquisition by Multiply Group is a pivotal milestone, enhancing our capabilities and contributing significantly to the evolution of the advertising landscape of the UAE and beyond.”

Jawad Hassan, Head of the Media andCommunications vertical at Multiply Group, stated: “OOH advertising has evolved rapidly in the last few years in the UAE and BackLite has been at the very forefront, capitalizing on this growth. We believe that this acquisition will unlock immense value for Multiply Media as we continue consolidating premium media assets across the OOH sector. With BackLite’s robust market presence, prime locations, and exceptional team, together; we will deliver innovative and impactful advertising solutions in the UAE and beyond.”                        

James Bicknell, CEO of BackLite Media, added, “This impending partnership with Multiply Group opens a new chapter for BackLite Media. We are thrilled to expand our capabilities and continue to lead in the DOOH advertising space with enhanced reach and resources.”

Earlier this year, BackLite Media partnered with multiple Programmatic platforms including Place Exchange, AdForm, Hivestack, Vistar and Google DV360to accelerate the programmatic transformation of DOOH in the UAE, providing increased opportunities for DOOH to be included in omnichannel marketing strategies.

The acquisition is poised to transform the DOOH industry, introducing innovative and impactful advertising solutions in the UAE and beyond.

About Multiply Group

With its trademark growth mindset, Multiply Group PJSC is an Abu Dhabi-based holding company that invests in transformative cash-generating businesses it understands.

Multiply Group will continue to deploy capital across its two distinct arms, both of which follow a disciplined approach to investing and ensure consistent, sustainable value creation for our shareholders in the short-medium and long-term:

Multiply, the investments and operations in long-term strategic verticals, currently Mobility, Energy and Utilities, Media and Communications, Beauty and Wellness, and Fashion and Living. Anchor investments provide long term recurring income, through which bolt-on acquisitions are made.

Multiply+, a flexible, sector-agnostic and opportunistic investment arm.

For more information, visit www.multiply.ae

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With strategic thinking and innovative technology, meticulous attention to detail, and careful curation, we have empowered brands to dominate SpotLite: to be seen, appreciated, and remembered by the right people. This philosophy, which we term “Desirable by Design”, reflects our belief that sought-after brands are not the result of chance but intentional creation.

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Guided by this ethos, we are excited to announce the expansion of The Landmark Series into Abu Dhabi. This development represents a significant leap forward for our company, reaffirming our status as a leading provider of iconic and cutting-edge advertising solutions in the region.

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The Landmark Series in Abu Dhabi will feature a collection of iconic outdoor advertising structures strategically positioned in key, high-profile locations across the city. These structures are visually stunning and crafted to captivate audiences and leave a lasting impression.

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In line with this vision, we are thrilled to announce the launch of the award-winning Triple Crown in the heart of Abu Dhabi. With its impressive scale and strategic placements aimed at targeting Abu Dhabi’s high-net-worth individuals (HNWIs) and Emiratis, The Triple Crown is set to offer advertisers unparalleled visibility and exposure to a diverse audience.

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Our decision to extend The Landmark Series to Abu Dhabi coincides with the region’s rapid growth and development. As Abu Dhabi continues to establish itself as a vibrant centre for business, culture, and tourism, the demand for impactful advertising solutions has never been greater. The Landmark Series presents an exciting opportunity for businesses to engage with consumers in Abu Dhabi in a meaningful and impactful manner.

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“We are excited to introduce The Landmark Series to Abu Dhabi and expand our presence in the region,” remarked James Bicknell, CEO of BackLite Media. “With the city now recognised as a preferred hub for investments, business and real estate, Abu Dhabi provides the ideal backdrop for our innovative advertising structures. We are confident that The Landmark Series will enhance the city’s advertising landscape and offer premium brands a powerful platform to connect with elite audiences.”

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Through the integration of cutting-edge technology and creative design, The Landmark Series is poised to deliver unparalleled visibility and engagement for advertisers while enhancing the urban landscape of Abu Dhabi.

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We are pleased to announce that our 2023 emission report reflects a remarkable 39% reduction in carbon footprint compared to 2022. This achievement aligns with the UAE’s commitment to sustainability as the host of COP28, where the nation is at the forefront of advancing green mobility infrastructure on a global scale.

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As a leading outdoor media company in the UAE, integral to the urban landscape, we recognise the importance of steering the industry towards sustainability. Early on, we forged partnerships with esteemed green collaborators throughout our value stream, solidifying our dedication to providing brands with environmentally friendly Outdoor Advertising solutions.

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James Bicknell, CEO of BackLite Media, expressed his enthusiasm about our sustainability progress, stating, “The growing importance of sustainability has been a key focus in recent years. The insights gained from COP28 hosted by the UAE and collaboration with Climate Action UK have been instrumental in enhancing our sustainability efforts. As a market leader in Out-of-Home Advertising, we endeavour to ensure that Environmental, social & governance (ESG) practices are rooted in the company’s daily operations.”

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Throughout 2023, we successfully implemented some impactful initiatives:

• Eliminating Single-Use Plastic in Offices: We initiated a significant change by eliminating all single-use plastics in our offices and replacing them with Loch Life, a locally sourced UAE brand aligned with sustainability principles.

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• Waste Management & Recycling: Our BackLite 26 initiative involves recycling vinyl used for static media on Sheikh Zayed Road. Teaming up with Ehfaaz Recycling ensures responsible material processing, and we provide brands with recycling certificates

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• Proactive Carbon Emission Reduction: Our 2023 emission report reveals a commendable ~39% decrease in carbon emissions compared to 2022. Most digital and static unipoles now rely on DEWA grid power, and we are proud to support a hydro project in Turkey.

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• Leveraging Media for Sustainability Initiatives: We collaborated with organisations like Gulf for Good and Climate Action to support their noble initiatives this year. Our dynamic content capabilities supported Gulf for Good’s fundraising campaigns, and we served as the Outdoor Media Partner for Climate Action UK’s flagship event, the Climate Action Innovation Zone 2023, to raise awareness for the islands most affected by climate change globally.

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• We are officially certified by Great Place to Work: A sustainable company must also provide an exceptional and sustainable workplace. We recently affirmed this commitment through a company-wide survey conducted by Great Place to Work Middle East. At BackLite, our people are the foundation of our success. Their unwavering dedication has transformed our company into an outstanding workplace, encompassing the governance and social aspects of our ESG strategy.

As we close the year, we acknowledge the ongoing journey toward sustainability. While recognising that there is more work to be done, our commitment to concrete and mindful steps ensures progress toward more sustainable solutions in outdoor advertising.
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Bollywood has witnessed a wave of compelling and diverse films in recent times, and one such highly anticipated release that has taken the industry by storm is the movie “ANIMAL.” Starring a stellar cast, including Ranbir Kapoor, Anil Kapoor, Rashmika Mandana, and Bobby Deol, this action-packed thriller has captivated audiences and set new records at the box office.

‘ANIMAL’ has proven to be a box office powerhouse, shattering records and leaving audiences in awe of its stellar performances with a 4-day collection of USD 51 million globally.  

‘ANIMAL’ has not only emerged as a cinematic triumph but has also opened up opportunities for advertisers to connect with their audience on the big screen. As the film continues to dominate the box office, advertisers can leverage the cinematic experience to create impactful and memorable campaigns, contributing to the success story of both the film and its associated brands. The synergy between a blockbuster film like “ANIMAL” and cinema advertising proves to be a win-win situation, offering an unparalleled platform for advertisers to roar into the hearts and minds of their target audience.

ANIMAL’ continues its triumphant run at the box office, advertisers are given a golden opportunity to ride the wave of blockbusters and secure their spot on the big screen with SilverLite Cinema’s network of screens across the UAE. The cinematic landscape is set to witness a string of highly anticipated releases, including ‘Wonka,’ ‘Dunki,’ and ‘Aquaman,’ each promising to draw in massive audiences and create a buzz in the film industry.

With the right strategic approach, advertisers can confidently navigate the realm of cinema advertising, securing their place in the hearts and minds of the captivated audience that these upcoming movies will surely attract. The stage is set, and advertisers now have the opportunity to be part of the blockbuster journey that cinema enthusiasts eagerly anticipate.
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