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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Digital Out-of-Home (DOOH) advertising is undergoing a significant transformation driven by advancements in Artificial Intelligence (AI) and the Internet of Things (IoT), which are revolutionising advertising experiences and how consumers interact and engage with brands, in a new way, than ever before, to create personalised, impactful, and highly effective campaigns.

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Here’s why I’m super excited to see what AI can bring to the world of DOOH →

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🤖 Audience analytics and targeting: AI tech, like facial detection and computer vision, helps advertisers analyse audience demographics, so that they can create more specific, targeted campaigns.

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🤖 Contextual relevance: AI analyses contextual information, like time of day, location and even foot traffic, to adapt and enhance the DOOH advert in order to maximise reach and engagement.

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🤖 Predictive analytics: AI algorithms can predict trends and patterns in audience behaviour, helping advertisers anticipate when, and where certain audiences will be present.

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🤖 Integration AI: can integrate with other tech to create interactive experiences. Sensors and cameras enable gesture recognition, allowing audiences to physically interact without physical contact.

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🤖 Content optimisation: AI algorithms analyse real-time data, like weather conditions and traffic patterns to adjust content on billboards.

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What are you excited to see change in DOOH with the advent of AI?

Eid Al Fitr is a festive occasion that marks the end of the fasting month and brings families together. It is also a time when people tend to return to the cinemas, as attendance usually drops during Ramadan due to a greater focus on home entertainment. However, films released during Eid draw a huge crowd.

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Leveraging these movies, our SilverLite Cinema Advertising opportunities present an array of options for brands to reach a diverse audience. This includes cost-effective marketing campaigns and targeted campaigns to specific audiences.

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This Eid Al Fitr, movie enthusiasts can look forward to a wide range of major releases, ranging from animated fun adventures to scary and horrific movies. As we anticipate the upcoming holiday, which is expected to occur on April 10, here are the significant releases that will be shown in UAE cinemas for Eid Al Fitr 2024.

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Kung Fu Panda 4

Jack Black returns to voice the funny and loveable Po in the fourth Kung Fu Panda film, eight years after the release of the third film in the series. Oscar winnersDustin Hoffman and Ke Huy Quan also star in the film, and are joined by Awkwafina, Viola Davis and Bryan Cranston.

Po’s new enemy is a shape-shifting chameleon that absorbs the powers of other characters and assumes their shape to fight. The martial arts animated film series has long been a hit with people of all ages, with Black dropping humorous one liners as his character Po overcomes enemies with his Kung Fu prowess.

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Godzilla X Kong: The New Empire

After the release of Dune: Part Two, a film made to be enjoyed on the largest screen available, fans can look forward to another larger than life experience in the coming weeks, as Godzilla and King Kong take on a new set of colossal beasts in their latest team-up.

Subtitled The New Empire, the film is the fourth film in the latest American Godzilla films eries which kicked off in 2014. It stars Rebecca Hall, Brian Tyree Henry andDan Stevens, and is directed by horror film filmmaker Adam Wingard.

The first Godzilla andKong film, released in 2021, grossed little over $400 million in global box office ticket sales, one of the biggest hits in the immediate aftermath of the Covid-19 pandemic. The new film promises to be a larger-than-life romp which matches the size and scale of the monsters on screen.

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The First Omen

The horror series that gave us Damien, theson of Satan, returns with a prequel that shows the origin story of FatherBrennan, an integral character in The Omen films.

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The series, which started in1976 with a Richard Donner-directed film that starred Gregory Peck and LeeRemick, since spawned many sequels. A remake was released in 2006 starring Live Schreiber and Julia Stiles, though it didn’t have the same cultural impact thefirst film did. TheFirst Omen stars Bill Nighy, CharlesDance and Ralph Ineson and is directed by newcomer Arkasha Stevenson.

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Imaginary

If The First Omen isn’t enough of a scary experience, fans will also be treated to the latest Blumhouse Pictures production which has previously given us horror films like M3gan and Five Nights at Freddy’s.
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The story revolves around a teddy bear occupied by an evil spirit which a child perceives as her imaginary friend. After the child grows up, she returns home to discover her friend wasn’t imaginary after all. The movie stars DeWanda Wise and Betty Buckley and is directed by Jeff Wadlow, whose previous films include Truth or Dare and Never Back Down.

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Bade Miyan Chote Miyan

Bollywood film fans can look forward to anew action film starring Akshay Kumar and Tiger Shroff. Trailers for the film show a military adventure experience with helicopters and gunfire a plenty. Much like many other Bollywood films, Bade Miyan Chote Miyan also has big song number shot in Jordan's Wadi Rum.
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Contact our team today to learn more about Cinema Advertising networks: https://www.backlitemedia.com/contact

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Programmatic advertising on the internet empowers marketers to efficiently reach their target audiences, reducing unnecessary expenses by utilising advanced targeting, precision, and bidding strategies.
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On the other hand, digital out-of-home (DOOH) advertising involves strategically placed, conspicuous advertising screens, offering vast creative possibilities. Today's technology enables advertisers to merge the power of programmatic precision with DOOH's attention-grabbing formats. The challenge is to know how to combine the unique features of both.

To help marketers achieve Programmatic DOOH (PrDOOH) results, BackLite's team has made it easier by explaining the key elements of an excellent brief, selecting the right technology and data partners, and perfecting targeting, creative optimisation, and measurement.

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Navigating the technology and data landscape

Once you've identified prDOOH as a potential channel, you must familiarise yourself with the technology and data landscape. If you're new to programmatic, you'll also need to get to grips with the basics of the buying process:

1. The media owner makes impressions available to buy through their chosen supply-side platform (SSP)

2. Media buyers create deals in their chosen demand-side platform (DSP) based on targeting requirements and budget

3. SSPs serve ad opportunities to DSPs, including information about the location and audience

4. DSPs identify when there is a match between the ad opportunity presented by an SSP and the advertiser's targeting criteria and send a bid amount back to the SSP

5. The creative associated with the winning bid is then shown
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When selecting a DSP, there are two options: a specialist DSP built specifically for prDOOH or an omnichannel DSP that offers the ability to buy across multiple channels in a single user interface. Selecting a DSP will depend on your campaign goals and existing technology and data stack. If you need help choosing a DSP, media agencies, media owners, and consultants are well-placed to advise you, as each will have experience working with most of the leading players.

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Why Programmatic DOOH Should be in Your Media Mix

Adding Programmatic Digital Out-of-Home (DOOH) to your media mix has two benefits. First, it increases the impact of your digital advertising by extending your reach to the physical world. Second, Programmatic DOOH lets you deliver personalised and contextually relevant advertising experiences.

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Programmatic Digital Out-of-home advertising presents a game-changing opportunity for marketers. Combining traditional out-of-home strengths with programmatic technology enables precise targeting, real-time optimisation, and seamless integration with data insights. By including programmatic DOOH in your media mix, you can unlock new levels of engagement, impact, and efficiency for your advertising campaigns.

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We at BackLite Media offer programmatic DOOH inventory of more than 300+ screens at key locations in Dubai and Abu Dhabi, including popular roads, destinations, and malls. Our digital media are strategically positioned in high-traffic areas and attract both global tourists and residents. To further enhance the effectiveness of our DOOH inventory, we use data from Seventh Decimal and Admobilize. To learn more about Programmatic DOOH or to get started on a project, reach out at sean@backlitemedia.com

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The holy month of Ramadan is an incredible opportunity for brands to connect with their audience through Out-Of-Home (OOH) advertising in the UAE. Ramadan is a month of intense spiritual rejuvenation with a heightened focus on devotion, so it is essential to include these sentiments in the messages.

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We are thrilled to present our latest Ramadan campaign showreel, which showcases stunning brands that used the power of DOOH advertising from The Landmark Series, The Outdoor Collection on Sheikh Zayed Road, and The Galleria Al Maryah Island.
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Many renowned brands such as Van Cleef & Arpels, JLR, Cartier, Home Center to name a few, utilised our media to tap into the prominent outdoor locations and high-traffic malls in Dubai and Abu Dhabi. These brands ensured that relevant messages were displayed during the holy month to reach their target audience.

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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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