Programmatic Digital Out-of-Home, or programmatic DOOH or PrDOOH, refers to the automated buying and selling of digital out-of-home (DOOH) ad placements. This method has been the talk of the OOH industry in the UAE for years now. The process enables advertisers to target specific locations where their target audience frequents throughout the day, creating a cohesive and engaging brand journey.

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The programmatic digital out-of-home (DOOH) industry in the United Arab Emirates (UAE) has increased. This growth can be attributed to its resemblance to online media platforms. At BackLite Media, we have played a leading role in this evolution. Many brands have succeeded by incorporating DOOH into their overall out-of-home (OOH) advertising strategy. The programmatic digital out-of-home (DOOH) industry in the United Arab Emirates (UAE) has increased. This growth can be attributed to its resemblance to online media platforms.

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At BackLite Media, we have played a leading role in this evolution. Many brands have succeeded by incorporating DOOH into their overall out-of-home (OOH) advertising strategy.

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Here are six key benefits of integrating programmatic DOOH into your media mix:

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• More Creative Opportunities: Dynamic creative capabilities allow ads to adapt to their surroundings dynamically. Whether displaying nearby store locations or integrating live countdowns, this feature personalises the ad experience for viewers, increasing engagement and relevance.

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• Fast Campaign Launches: Programmatic DOOH enables swift upload, scheduling, and launch of ad campaigns within the same day. This agility is essential in today's fast-paced consumer environment, allowing brands to capitalise on timely opportunities and maintain relevance.

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• Enhanced Targeting: Programmatic DOOH allows precise targeting of consumers at the right moments. For instance, ads can be tailored to commuters during their morning journeys or promote health products to gym enthusiasts as they enter fitness centres. This targeted approach increases audience interest and engagement, leading to higher conversion rates.

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• Higher Brand Exposure: Combining captivating creatives with contextual relevance enhances brand visibility and recall among consumers. The high-impact screens of programmatic DOOH attract the attention of a significant percentage of passersby each month. Features like dynamic content and video amplify brand messaging, making it memorable and impactful.

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• Real-time Optimisations: The ability to adapt to trends and breaking news in real-time sets programmatic DOOH apart. Monitoring campaign performance and adjusting strategies on the fly based on data insights improves campaign effectiveness and ROI. This data-driven approach ensures that advertising efforts remain responsive and impactful.

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• Reliable Metrics and Measurement: Our Programmatic DOOH provides robust measurement capabilities thanks to our data partners like Admobilize and Seventh Decimal. This includes analysing foot traffic patterns, conducting brand studies, and evaluating online engagement metrics. These insights facilitate campaign optimisation and performance evaluation.

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Programmatic DOOH combines offline and online advertising strategies, offering enhanced targeting, flexibility, real-time optimisation, and measurable results. As the advertising landscape evolves, programmatic DOOH is positioned as a vital tool for brands to connect with their audiences effectively and meaningfully.

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In March, we launched The Crowns at Al Qana in Abu Dhabi, expanding our Landmark Series in the UAE's capital. It's been exciting! Since then, we've hosted campaigns for some of the most sought-after brands, like Bulgari, Tiffany & Co., CHANEL, and IWC Schaffhausen, to name a few.

Iconic locations, coupled with superior design, are associated with prestige, exclusivity, and high visibility, making them highly desirable for luxury and global brands looking to make a bold statement and reach elite audiences.
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The Crowns, Abu Dhabi, is an excellent example of how the combination of prominent location, design and association offers a prime opportunity for brands to capture the attention of diverse and affluent audiences.Our goal? It's simple: to spearhead digital innovation right here in the UAE. With our Landmark Series, we're not just talking about commitment; we're delivering it, offering nothing but the best locations.

The Crowns promises:
→ Over 50 Million impressions
→ Reaching more than 34% of Abu Dhabi's population
→ Unparalleled visibility to Abu Dhabi's affluent and Emirati population

And when it comes to ensuring the finest experience for advertisers and audiences, we don't just go with our gut. We rely on solid, trustworthy data. How's that for setting the bar high?

Myth: Outdoor advertising is tired, stagnant and archaic.
Fact: It’s one of the most dynamic ways of reaching your target audience.

Here’s why:
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→ Real-time content updates: Show me another advertising model that can detect weather patterns, audience demographics, foot traffic - and then adjust the content accordingly in real time.

→ Dynamic, interactive, creative: DOOH screens offer dynamic creative capabilities, which in turn offers marketers the freedom to play with new mediums and formats.

→ Data driven messaging: DOOH is sensitive to its surroundings and audience. I recently posted about how Tesco used DOOH during the month of Ramadan to target and celebrate its Muslim customers (genius!)

Still not convinced? Send us a message and let's chat.

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Join our team at BackLite Media from April 29 to May 1, 2024, at OAAA’s 2024 OOH Media Conference, the industry’s must-attend annual event, as thought leaders, advertisers, agencies, media owners and creators gather for a unique opportunity to gain invaluable knowledge and stay at the forefront of the rapidly evolving world of out of home.
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The theme for this year, "Our Moment," highlights the significance of unity within our industry during this transformative and momentous era for out of home. It serves as a celebration of collective achievements and a dedication to advancing the growth of our medium through collaborative efforts. Don’t miss what will be the most talked-about event of the year!

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Explore the agenda packed with keynotes, panels, and interactive sessions led by industry leaders. Secure your spot now before tickets sell out: https://oaaa.ooh2024.com

As a company, it is crucial to continue to lead the way in sustainability by integrating initiatives that include environmental, social, and governance (ESG) practices into our daily operations. In line with this commitment, we are thrilled to announce our partnership with Reflo, a renowned sustainable apparel company dedicated to creating eco-friendly sportswear and outfits.

Reflo's innovative approach involves crafting clothing from advanced technical fabrics woven entirely from recycled waste materials. This includes repurposing single-use plastic waste and coffee beans, giving them a new life as functional and stylish apparel. 

Notably, the fabrics used by Reflo adhere to several sustainability certifications, including the Global Recycled Standard, Bluesign, Oeko-Tex, and U Trust, ensuring the highest environmental responsibility and product quality standards.

Rory MacFadyen, Co-Founder of Refo, said, “At Reflo, we are driven by the belief that sustainability should be at the core of every business, and our partnership with BackLite Media marks a big steps our shared vision of this. We are a people before profit business, and it is great to see the team at BackLite Media do the same, by weaving our sustainably innovated apparel into the fabric of its operations, helping influence other individuals and businesses alike to make the right choices."

James Bicknell, CEO of BackLite Media, said, "We are delighted to be working with Reflo. Not only does the clothing look fantastic, but the sustainable, future proof design is paramount to our beliefs here at BackLite Media."

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By collaborating with Reflo, we as a company reinforce our dedication to sustainability and promote local businesses that prioritise eco-friendly practices. This partnership underscores our commitment to integrating ESG principles into every aspect of our operations, setting a positive example for the industry and contributing to a more sustainable future.

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World Out of Home Organization President Tom Goddard has agreed to stay on in the role for a further period. Goddard had previously announced his intention to step down but has agreed to stay on at the WOO board's request.

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The WOO board has 12 members representing Out of Home Media Owners and National Associations across the world.

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WOO Vice-President Jeremy Male, CEO of OUTFRONT Media, says: "Tom has played a major part in transforming WOO into the world-leading trade association it has become but there is still much to do as we spread our wings into all corners of the world and continue the fight to establish OOH as the pre-eminent broadcast medium in a digital world. He is the right person to carry us forward."

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Goddard says: "After a long discussion with the board we have decided that now is not the appropriate time to change the leadership of WOO as there is still much to do, building on the firm foundations we have put in place since our evolution from FEPE in 2019. I would like to thank the board for their huge support and assure our growing membership base worldwide, that we shall continue to work closely with them, to build an even bigger and better industry in the coming years."

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We are thrilled to announce that the University of Birmingham has once again partnered with BackLite Media for a strategic campaign, having been a valued and trusted client of the company for several years. Our longstanding partnership has consistently focused on delivering strategic advertising placements on Sheikh Zayed Road, one of Dubai's most prominent and sought-after outdoor advertising locations.

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Our recent collaboration with the University of Birmingham was meticulously crafted with two primary objectives in mind:

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→ Increase Visibility: We aimed to elevate the University of Birmingham's presence and reach among the diverse audience commuting along Sheikh Zayed Road, Dubai, daily. As the road is a bustling artery in Dubai, achieving maximum visibility was paramount to capturing the attention of potential students.

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→ Enhance Brand Recall: We sought to create a lasting impression beyond mere visibility. By strategically placing the University of Birmingham's advertisements at key locations, we aimed to reinforce brand recognition and ensure that the audience would remember and recognise the university effortlessly.

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We recommended leveraging the high-impact advertising spaces at The Dubai Jawhara, located right next to Museum of the Future and Digital Icons, an essential network with screens near Downtown Dubai and Um Seqquim Road, to achieve these ambitious goals effectively. These sites were selected for their unparalleled visibility and the ability to effectively capture the attention of the University of Birmingham's target demographic, which has reached millions of passers-by.

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The campaign was executed seamlessly for a significant period. This strategic duration was chosen to maximise exposure and ensure that the University of Birmingham's message was consistently and effectively conveyed to its target audience throughout the campaign.

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In conclusion, our partnership with the University of Birmingham exemplifies the synergy between strategic planning and impactful execution. We are grateful for the trust placed in us and look forward to continuing our collaboration, driving even greater success in future campaigns.

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📈 Increases consumer exposure.

→ Digital out-of-home (DOOH) is a direct, measurable way to reach a wide network of people in a very short span of time.

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📈 Enhances engagement.

→ DOOH content can be mind-blowing. It can offer interactive experiences to drive engagement.

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📈 Targeted advertising.

→ Data-driven tech allows your digital OOH billboard to deliver targeted messages to the right audience at the right time and place.

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📈 Flexible and scalable.

→ DOOH campaigns can be quickly adjusted, making it an easy channel to tailor to any brand.

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📈 Tracking and analytics.

→ The tracking and analytics capabilities of DOOH advertisements are second to none. They provide key insights, enhancing and improving future campaigns.

Dynamic and Live content has become a significant trend in out-of-home advertising. Digital technology and new opportunities for data integration have enabled more creative and contextually relevant ad campaigns that help brands become active social participants. However, what sets live content within out-of-home advertising apart from other media options?

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ALWAYS LIVE.

Live streaming and live content can take various forms, such as live sports scores, social media feeds, and interactive video streaming. This type of live Out-Of-Home (OOH) messaging has become a powerful tool for brands to establish a connection and interact with their audience in real time.

With the availability of live streaming options and the increasing broadcasting capabilities of social media platforms, user-generated content has become a crucial component of live advertising. Brands prefer OOH to broadcast such content, as it helps them to establish a presence in the daily lives of their audience when they are out and about.

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THOUGHTFUL USER-GENERATED CONTENT

Live out-of-home (OOH) content and user-generated content complement each other perfectly. OOH campaigns are famous for their exceptional ability to build brand recognition and fame. By allowing consumers to showcase themselves on a billboard, campaigns establish authentic consumer connections and seamlessly integrate themselves into the lives of their target audience. From the participant's and the audience's perspectives, featuring real people live in a campaign promotes brand trust and generates organic social media coverage that can make a campaign go viral.

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_{An excellent example of this is adidas takingover The Triple Crown with its “I’m Possible” user-generated content (UGC) campaign. Through social media, adidas invited women to share photos of what sports means to them, along with their stories of turning the impossible into possible every day.Every post shared, irrespective of the sport, was turned into billboards across the city in real-time, with the centrepiece being The Triple Crown on Sheikh Zayed Road. The billboards, in return, became countless pieces of social content, starting conversations about making sports more inclusive.}

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FROM ADVERTISING TO REAL-TIME CONVERSATIONS

Many of us are more connected than ever; therefore, we expect immediate communication and instant gratification. However, even with all this technology, physical experiences still make a more lasting impression. Out-of-home (OOH) advertising is a familiar presence in the daily lives of urban consumers. Brands can go beyond typical advertising goals of raising awareness, amplifying a brand message or building interaction by integrating live content in their OOH communication. They can start a conversation with their audience, creating a more natural, human dialogue in the moment.

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A FLEXIBLE MEDIUM THAT BUILDS TRUST

OOH (Out-of-Home) advertising has traditionally been considered a relatively inflexible medium. However, with the advent of digitisation, brands can now be reactive and proactive. By creating educational, informational, or entertaining campaigns, live content allows brands and consumers to be in sync. Advertisers can display content tailored to the audience's time, place, and mood, demonstrating an understanding of their needs. When a brand understands the audience's needs, it fosters deeper connections and trust among consumers.

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REAL-TIME DATA INTEGRATION

Data integration in Out-of-Home (OOH) advertising can provide seamless, real-time updates to cater to the audience's requirements. It includes live dynamic content such as moderated social media feeds, sports scores, or current browser search trends. This type of content helps the brand to be more helpful and in sync with the audience's interests.

THE FUTURE BRAND COMMUNICATION

As younger generations make up a more significant portion of the consumer market, they expect more from brand messaging. Specifically, they will desire instantaneous, current, and genuine audio-visual content. Fortunately, the platform for delivering such contextual, in-the-moment campaigns is ready for mass rollout. This is due to the widespread availability of content-ready digital panels and cost-effective OOH data integration. The success of these campaigns now depends on advertisers' creativity and awareness of consumer needs.

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At BackLite Media we have an ecosystem of partners and data sources that enables us to create dynamic content campaigns and make your brands stand out. Our Digital Out-of-Home Network comprises over 400 outdoor and in-mall screens that allow you to target audiences with different demographics. We have the capability to set triggers and personalise your campaign based on your objectives to ensure that you get the best results possible.

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Contact us today to learn more about our services.

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