The journey toward true pDOOH is ongoing, and while there are bold claims about the global market size, it remains uncertain how far we are in seamlessly integrating programmatic into Out of Home (OOH) advertising. In the UAE, we have made significant progress by learning from established markets and embracing digital transformation, data utilisation, and education. This shift is crucial for evolving the OOH landscape into one that prioritises transparency, efficiency and innovation.

Recent advances in reporting standards have improved accountability in OOH advertising, and while challenges remain, key questions are gradually being addressed:

• Measurability: Traditional OOH relied on estimates. pDOOH enables advanced audience analytics and third-party data integration, enhancing measurement capabilities. However, consistency in data standards globally is still a concern.
• Flexibility: Static media placements were locked for weeks. pDOOH allows real-time adjustments based on changing conditions. But is this flexibility uniform across all markets?
• Ease of buy:  The fragmented nature of OOH buying can be daunting. pDOOH simplifies this via integrated marketplaces, but effectiveness may be hindered if not all media owners participate.
• Targeted: Historically broad targeting has evolved. pDOOH enables data-driven targeting, but are we maximising this potential?

A key question is how to define pDOOH and distinguish it from automation. In Out-of-Home (OOH) advertising, automation streamlines workflows and reduces manual tasks, while programmatic advertising uses real-time data to dynamically purchase and deliver ads, optimizing placement and timing through algorithms.

Benefits of pDOOH:

• Enhanced efficiency: Reduces lead times and manual intervention.
• Greater targeting precision: Allows brands to reach specific audiences based on data insights.
• Improved accountability: Offers metrics and reporting akin to online advertising.
• Real-time flexibility: Adjust campaigns on the fly to match shifting conditions or priorities.

Ultimately, the UAE market has a unique opportunity to leverage its digital infrastructure by focusing on education and collaboration. In 2025, the journey toward effective pDOOH will accelerate  by engaging with challenges and leveraging the benefits.

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Next year’s OAAA OOH Media Conference will take place May 5-7, 2025 in Boston and registration is now open.

The event, themed ‘The Power of Presence‘ will spotlight out of home’s unmatched ability to unify communities, amplify cross-channel campaigns, and drive brand growth by creating authentic connections in a hyper-connected world.

The conference will bring together a who’s who of marketing powerhouses, bold creative thinkers, and brand leaders to reimagine the role of OOH in the modern marketing mix.

The speaker lineup already includes:

• Todd Kaplan, Chief Marketing Officer, Kraft Heinz North America
• Jeanniey Walden, Chief Marketing Officer, Rite Aid
• Caitlin Mack, VP of Marketing, LesserEvil
• Jason Dorsey, Generational researcher and best-selling author
• Terry Kawaja, Founder and CEO, LUMA Partners

“The OOH Media Conference is a cornerstone event for our industry, and brings together leaders from across the marketing ecosystem to share ideas, shape the future, and showcase the unmatched power of out of home advertising,” said Anna Bager, President and CEO of OAAA, “It’s also an opportunity to align our collective vision and demonstrate the transformative role OOH plays in driving growth for brands and delivering real value to communities. This event is where connections are made, ideas take shape, and the future of advertising is defined.”‍

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Highlights of this year’s agenda include:

• Dynamic keynotes from leading industry voices who are shaping the future of advertising and redefining consumer engagement.
• Future-focused panels exploring the latest trends in creative storytelling, measurement, and the intersection of OOH with retail media, digital, and connected TV.
• Unparalleled networking opportunities designed to spark meaningful connections with industry leaders, peers, and partners.

Set in Boston’s vibrant Seaport District, the conference provides the perfect backdrop to experience one of the city’s most innovative and inspiring neighborhoods while bringing together leaders from across the marketing and media spectrum.

Registration can be found here.

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Registration is now open for the World Out of Home Organization Annual Congress to be held in Mexico City from June 4-6, 2025. This is the first time the WOO Annual World Congress has visited Latin America and follows a successful first visit to Asia for the 2024 Annual Congress in Hong Kong, attracting over 500 delegates.

Helping to host the 2025 event will be ALOOH, the trade body representing Out of Home in the region. ALOOH was formed in 2018 and both Gabriel Cedrone (ALOOH President) and Guillermo de Lella (ALOOH General Manager) serve on the WOO Board.

WOO President Tom Goddard says: "Our Annual Congress's first visit to Latin America, will break new ground in a dynamic, fast-growing multi-country market and endorse the brilliant work ALOOH is doing to establish a strong regional network representing the various national associations.

"Mexico City is a fantastic venue for Congress and another important occasion in the coming together of the global Out of Home industry. We look forward to welcoming delegates from The Americas and our 100+ International markets, for what we expect will be our largest ever event."

Click here to register for the congress.

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The powerful collaboration between BackLite Media and Viola Outdoor has already achieved unparalleled results. We proudly showcase the latest success in our programmatic DOOH offering with the Etihad Airways campaign, running seamlessly across BackLite Media and Viola Outdoor assets in Dubai and Abu Dhabi.

This campaign sets a new benchmark for precision-targeted advertising, leveraging iconic digital locations like Viola Outdoor's Vision Network and The Pointe at Al Reem alongside BackLite Media's Digital Icons and The Curve at Al Qana.

By strategically placing digital screens in high-traffic areas, the joint digital inventory of our two brands ensures maximum visibility and impact for advertisers, setting a new standard in the region's Programmatic DOOH advertising ecosystem. This launch marks a significant milestone in the UAE's journey toward becoming a global Programmatic Digital Out-of-Home advertising leader.

We're changing how brands connect with audiences using real-time data and dynamic digital displays, creating more meaningful interactions. Leveraging the latest technology and user-centred design, PrDOOH offers a seamless experience for deploying and monitoring ads across our network of digital screens, whether in urban environments, retail spaces, and destinations.

With this campaign, we are proud to launch the UAE's first-ever nationwide Programmatic Digital Out-of-Home (PrDOOH) network, revolutionising the advertising landscape across key locations in Dubai and Abu Dhabi. This cutting-edge network leverages advanced technology to deliver targeted, data-driven campaigns, providing unparalleled reach and engagement opportunities for brands.

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Creative consultant Dino Burbidge explored Out of Home creative at the World Out of Home Organization's Europe Forum in Milan earlier this month.

Burbidge, who has been one of the most popular speakers at recent WOO Global Congresses according to audience feedback, is a creative consultant specialising in the intersection of creativity and technology, a key issue in digital OOH especially.

He suggested that creative is critical, the next most important element in a campaign is sheer brand size, adding effectiveness and profitability. But not all OOH creative is created equal and he outlined the science and practical tips required to create effective campaigns.

WOO CMO Richard Saturley says: "Dino has brought an added dimension to our Global Congresses, most recently in Hong Kong, and we're delighted to welcome him to our regional Europe Forum. We all recognise that creative is important but it's notoriously difficult to pin down. Dino did just that with his unique combination of creative coalface experience and understanding of the behavioural science in Out of Home."

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The Campaign Breakfast Briefing: Out of Home 2025 brought together experts across brand, media agencies, media owners, and adtech at The Westin Dubai Mina Seyahi on Nov. 22 to discuss OOH challenges and future trends.

The OOH industry has not only claimed its spot as a credible and highly effective form of traditional advertising, driving brand consideration, purchase intent, and business outcomes, but it has also been chosen by consumers as a highly trusted medium, given its permanence and placement within the natural urban landscape.

Advancement in digital technologies, the move towards standardised measurement, and the dawn of programmatic in the Middle East are transforming OOH into a precision-targeted medium, permitting for far more personalised and relevant campaigns and offering greater flexibility and efficiencies within the industry.

To discuss all this and more, a room brimming with experts – from client-side marketers to media and creative agencies, media owners and suppliers, and measurement and adtech players – gathered at The Westin Dubai Mina Seyahi on 22 November 2024 for the Campaign Breakfast Briefing: Out of Home 2025.

Panel 2 – Is the journey to programmatic just as valuable as the destination?

The panel discussion shifted gears at the event with a conversation around programmatic, delving into the journey towards programmatic.

The panel, moderated by James Harrison, Chief Product Officer, BackLite Media, welcomed on stage Andrew Hamblin, Chief Revenue Officer, LDSK; Ashnee Thacker, Senior Account Manager, The Trade Desk; Yasmine Al-Turk, Advanced DOOH & Digital Supply Lead, GroupM MENA; and Sean Gadsby, Head of Programmatic, BackLite Media.
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Panelists discussed the technology ecosystem, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), data integration, and what it would take to unlock the true benefits of programmatic DOOH. The speakers agreed that the future of OOH is definitely programmatic but openly stated the a need for more (and better) digital inventory – and collaboration between DOOH players – to reach the “critical mass” needed for programmatic. Scale is lacking despite client demand, they said, but shared how sector-wide collaboration between the likes of Elevision, JCDecaux, BackLite Media and others are slowly turning the possibility into a reality.

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If done right, the industry can open up avenues to use multiple triggers based on multiple data sources to get really granular with targeting, promising greater speed, flexibility efficiencies, as well as agility within MMM. But before people get their hopes too high, the industry needs to jump over the hurdles of education, fragmentation, standardisation, data quality and recognised attribution.

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"Pairing with digital platforms amplifies exposure and drives higher ROI. Within the Multiply Group’s media vertical, our strength lies in offering diverse solutions that meet clients’ needs," says, Viola Outdoors, Ahmed Emam.

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What makes OOH remain one of the most effective forms of traditional advertising?

OOH advertising thrives by effectively reaching broad urban audiences and boosting brand awareness and market share. Pairing with digital platforms amplifies exposure and drives higher ROI. Within the Multiply Group’s media vertical, our strength lies in offering diverse solutions that meet clients’ needs. Our media reaches a broader population and offers a grand scale to provide a multi-city solution, delivering the highest value through tailored media plans. Our unique locations and network of high-impact products across Dubai and Abu Dhabi, complemented by high-quality creative and data-driven strategies, make OOH irreplaceable for brands seeking to connect deeply with their audience. This combination of teams and resources allows us to respond to client needs more effectively, offering large-scale campaigns that deliver significant impact.

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Is OOH undergoing a creative renaissance against stereotypes and visual clutter?

Absolutely, and within the Multiply Group’s media vertical, our teams are driving that creative renaissance. We’ve expanded our inventory and innovative capabilities by combining expertise from different sectors, ensuring that brands break through visual clutter with meaningful, high-quality campaigns. We scale these creative approaches to reach a broader audience within the main arteries and high-density communities. This dual approach enables us to deliver more custom, immersive brand experiences, whether focused on premium markets or mass reach.

The creative renaissance in OOH is about using technology, design, and storytelling to deliver campaigns that are not just seen but remembered. We are a unified group at the forefront of that movement.

How does OOH perform at every stage of the marketing funnel?

OOH has proven effective across all stages of the marketing funnel. Within the Multiply Group’s media vertical, we leverage our combined inventory—our high-impact platforms offer unparalleled visibility for brand awareness. Iconic placements provide prime spots for brands looking to establish their identity, while a broader network helps reach an extensive, diverse audience. Further down the funnel, dynamic content and data integration allow us to engage specific audiences at the consideration stage, driving deeper interaction. This multi-funnel approach positions OOH as a critical component in any marketing strategy, ensuring that brands can engage consumers from awareness to conversion.

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What are the top demands from brands and clients in 2024?

In 2024, brands will increasingly demand flexibility, personalisation, and digital innovation from their OOH campaigns. They want seamless integration with digital platforms, programmatic buying, and the real-time adjustment of content. We can deliver precisely that with the combined strength of Multiply Group’s media vertical. Our innovative and focused solutions complement the ability to scale campaigns and reach a broader population. This ensures that we meet the needs of every client, whether they require a premium campaign or a wide-market solution. By merging our capabilities, we offer more tailored, multi-city solutions that provide the highest value to the market and become the most resilient and comprehensive offering for any client.

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AI-driven tools are allowing us to run smoother campaigns and deliver better client results, says BackLite Media's James Harrison.

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What OOH innovation has excited you the most recently and why?

One of the most creatively-inspiring innovations I want to see more of is the use of augmented reality (AR) in OOH advertising. AR adds a layer of interactivity and immersion that traditional ads can’t match. Imagine billboards that allow passersby to interact with virtual objects or characters overlaid on the real-world scene through their smartphones. This technology grabs attention and creates memorable experiences that enhance brand recall and engagement. It’s a fascinating blend of creativity and technology, reshaping how brands connect with their audiences in the physical world.

Are audience analytics and programmatic DOOH changing the advertising landscape?

At BackLite, we’ve integrated our inventory with global supply-side platforms (SSPs). By leveraging real-time data through AdMobilize and mobility data through Streach, we can precisely analyse foot traffic, demographics, and behavioural patterns. This enables us to create more personalised, relevant campaigns that engage specific audiences. Clients have realised that the programmatic DOOH allows for real-time optimisation and ensures that brands can maximise their reach and ROI with data-driven decisions. The acquisition by Multiply Group allows us to do something that couldn’t be done before: create scale, which is the lifeblood of PrDOOH; we can now offer massive reach across Dubai and Abu Dhabi.

Is AI making a marked difference regarding creative and operational efficiencies within the OOH space?

Yes. I can confirm that it’s here and assisting us in predicting traffic flows with AdMobilize, analysing content to enhance creativity with Neurons, and gauging attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign. This opens new possibilities for brands to deliver more relevant and engaging messages. From an operational perspective, AI-driven tools are helping us streamline processes such as inventory management, media planning, and audience targeting. It’s allowing us to run smoother campaigns and deliver better client results.

How have digital technologies enhanced measurement capabilities?

They have been providing more precise and detailed data on campaign performance. We gain better insights into viewer demographics, engagement duration, and post-interaction behaviours through advanced audience tracking, location-based data, and integrated third-party platforms. These improved measurement tools enable us to deliver transparent reporting to clients, allowing them to grasp the direct impact of their campaigns and make real-time adjustments for optimal outcomes. This heightened accountability and data accuracy have transformed OOH into a vital component of every integrated marketing strategy.

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Is the journey to Programmatic just as valuable as the destination?

Our Chief Product Officer, James Harrison, poses this thought-provoking question as we gear up for the Campaign Middle East Out-of-Home event.

This panel will discuss how programmatic DOOH enables targeted and data-driven advertising through flexibility, efficiency, and real-time capabilities. Panelists will cover the technology ecosystem, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), data integration, and the role of artificial intelligence (AI) in campaign optimisation.

Key topics will include advanced audience targeting, adaptive creative content, and measurement strategies. Lastly, the importance of industry standards, transparency, and collaboration will be emphasised to enhance the PrDOOH landscape.

Moderator:
→ James Harrison, Chief Product Officer, BackLite Media

Speakers:

→ Sean Gadsby, Head of Programmatic, BackLite Media

→ Andrew Hamblin, Chief Revenue Officer, LiveDOOH Signkick

→ Ashnee Thacker, Senior Account Manager, The Trade Desk

→ Yasmine AlTurk, Advanced DOOH & Digital Supply Lead, GroupM MENA

About The Event:

Campaign Middle East's annual Out-of-Home (OOH) Breakfast Briefing, will gather key stakeholders across brands, agencies, OOH providers, and adtech leaders at The Westin Dubai Mina Seyahi on the 22nd of November, 2024.

Join us for an insightful event focused on the OOH advertising sector in the Middle East, where industry leaders will address the critical need to foster stronger partnerships to drive mutual growth and innovation. Experts will share strategies to unlock significant impact for brands by increasing the share of OOH in their media mix. Panelists will also highlight the need for data-driven decision-making and post-campaign mobility analysis.

The event will also shed light on achieving greater transparency and visibility in inventory ownership, reducing visual clutter, and prioritising quality over quantity in creative assets. Delegates will have the opportunity to explore the latest approaches to measurement, including the use of attribution analytics, optimising campaign performance, understanding audience demographics, and differentiate top-performing inventory.

Furthermore, discussions will delve into the crucial aspects of sustainability and ESG, challenging stakeholders to move beyond KPIs to make a tangible impact on the ground. Here’s your opportunity to keep your finger on the pulse of all that’s happening within the industry. See you there!