In 2025, retailers must prioritise data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising.

Seeking heightened measurement has nearly half of marketers emphasising attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive.

Here are three areas retailers should prioritise in 2025, according to industry experts.
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1. Data and measurement

Attribution/measurement is the top investment priority in 2025 for 47% of US brand and agency marketers, according to an October 2024 survey from InMarket.

• R.J. Hottovy, head of analytical research at Placer.ai, stressed the importance of data-driven insights.
• “In recent years, there have been several advancements in data, but the ability to interpret and effectively communicate that data remains crucial,” said Hottovy. “Our priority will remain on leveraging foot traffic insights to help brands craft compelling and impactful stories.”
• Keynes Digital, a programmatic connected TV (CTV) partner, is focused on “cost-effective” measurement tools to help brands understand the true impact of their campaigns.
• “Our top priority for 2025 is measurement and incremental impact reporting,” said Dan Larkman, CEO of Keynes Digital. “The goal is to streamline and adopt ‘measurement light’ tools that are cost-effective while still demonstrating value. This includes driving adoption of platforms that clarify total ROI and channel effectiveness to bridge gaps in perception and usage.”
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As brands refine their measurement and targeting strategies, first- and zero-party data will become more important, according to October 2024 data from Econsultancy.

• “2025 will be the year for brands to leverage their first-party customer data even more, focusing on identity-based metrics and performance versus solely platform-reported conversions,” said Cary Lawrence, CEO at customer analytics platform Decile. “Data analytics tools have never been more accessible and brands (along with these tools) will continue to identify new and more effective ways to translate the data into actionable insights.”
• Marketing mix models (MMM), contextual intelligence, and controlled experiments like incrementality or lift tests will also become more important for measurement and targeting, according to Econsultancy data.

2. Connecting in-store and online experiences

“It’s imperative for retailers to put in the work to connect all of their customers’ behaviors while they’re in-store,” said Reid Litman, global director, Ogilvy Consulting. “Whether it be more functional use cases, like looking up a product on their phones while shopping in the store, or more emotional ones, like getting access to exclusive content or services to boost brand loyalty.”

Target’s Circle membership program, which offers free and paid tiers, is a good example of this, said Litman.

“The app guides users to products in-store and provides recommendations or automatic promotions based on a users’ interests or viewing habits,” he said. “The new paid tier Circle 360 provides an even more personalised experience, giving users the opportunity to choose their preferred shoppers to fulfill orders, same-day delivery, and a host of network partner benefits.”

Providing more digital experiences in-store could help retailers attract Gen Z shoppers.

• 66% of Gen Zers often use their phone in-store to search for coupons and offers, according to Mars United Commerce’s "Shopper Insights: A Day in the Life of Gen Z" report.
• 31.9% of Gen Z shoppers say a store’s mobile app helps them discover new brands or products while shopping in-store, according to EMARKETER’s July 2024 US "Consumer Path to Purchase Survey."

3. Embracing programmatic OOH

“We want to help clients see programmatic OOH as a medium that will actually drive an impact,” said Lucy Markowitz, senior vice president, general manager, US marketplace at OOH agency Vistar Media.

We forecast digital OOH ad spend will grow 11.5% to $3.54 billion this year.

• Only 10% of US brand and agency marketers cited OOH/digital OOH as a leading investment priority in 2025, per InMarket.
• Still 40% of agency professionals worldwide expect their clients to increase OOH spending this year, according to August 2024 data from Digiday.

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Context will be critical for OOH success in 2025.

• Programmatic digital OOH (DOOH) enables advertisers to use real-time data, like weather, traffic, time of day, or events, to adjust their ads.
• “As brands seek more effective ways to stand out, real-time programmatic DOOH will set the standard for impactful advertising,” Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA), recently told us.

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As we enter 2025, the Out-of-Home (OOH) advertising industry in the UAE and Middle East is experiencing a dynamic shift. Fuelled by innovation, data-driven insights, and a steadfast focus on impactful results, OOH is poised to take centre stage. Reflecting on 2024, we’ve witnessed impressive growth and the realisation of many anticipated trends—setting the stage for an even brighter future.

The industry’s transformation spans several key areas where OOH intersects with technology and consumer behaviour, driving profound changes across the advertising landscape.

AI impact

Artificial Intelligence (AI) is transitioning from a buzzword to a business necessity, and its role in OOH advertising is no exception. In 2025, AI will unlock deeper, data-driven capabilities—processing information from mobile devices, geolocation technology, and social platforms to uncover actionable insights. This isn’t just about data collection; it’s about enabling smarter decisions that deliver precision and impact for brands.

Programmatic surge

Programmatic Digital Out-of-Home (PrDOOH) has evolved from an emerging trend to a cornerstone of revenue growth. Its ability to enable real-time, targeted campaigns transforms how brands engage with audiences—offering unprecedented scale, precision, and results.

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Retail influence

Retail media is becoming an essential element of modern OOH strategies. Malls and shopping destinations are now pivotal touchpoints in the consumer journey, influencing purchasing decisions at critical moments. According to recent studies, over 40 per cent of global marketers plan to increase investments in retail media by 2025. Rather than replacing existing strategies, retail media enhances campaigns with highly contextual, targeted messaging that drives results.

Data-driven precision

In today’s landscape, data is the key to relevance. By leveraging first- and second-party data, we can design campaigns tailored to audience behaviours and preferences, ensuring that every message reaches the right people at the right time, in the right place.

Quality and relevance over quantity

The focus is now on more than sheer volume. Premium placements and meaningful connections are what define successful campaigns. Every billboard, screen, or asset is strategically chosen to ensure brands engage authentically with their audiences and leave a lasting impression.

Sustainable innovation

The Middle East is setting new global standards in OOH, blending innovation with sustainability. From cutting-edge DOOH displays to eco-conscious advertising solutions, we must remain committed to delivering campaigns that inspire audiences and minimise environmental impact.

The UAE and Middle East continue to thrive as global hubs for innovation and growth, and OOH advertising will play a defining role in this transformation.

With advancements in programmatic technology, deeper integration with digital channels, and creative formats powered by automation and data, OOH is competing at a new level—offering measurable, meaningful ways for brands to connect with audiences.

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GroupM’s 2024 global advertising forecast projects a robust 9.5% growth in total advertising revenue, driven by digital transformation and evolving consumer behavior. The report highlights the resilience and evolution of advertising sectors, with digital channels continuing to dominate the landscape. Performance-based digital advertising, including search and social media, remains a primary growth driver as brands seek measurable outcomes in their campaigns.

Out-of-Home (OOH) advertising, particularly its digital subset (DOOH), emerges as a key player in the forecast. DOOH is expected to account for 42% of global OOH revenues by 2025, leveraging advancements in programmatic advertising, dynamic content capabilities, and urban digital infrastructure. Its integration with smart cities and sustainability initiatives positions DOOH as a future-proof advertising medium, offering brands high visibility and contextually relevant messaging in public spaces.

Retail media also gains prominence, with advertisers investing heavily in networks that connect directly to consumer purchase behavior. Emerging markets are another bright spot, with increasing access to digital technologies contributing to advertising growth. GroupM’s report underscores the continued expansion and innovation within the global advertising ecosystem, marking 2024 as a pivotal year for the industry’s evolution.

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BackLite Media proudly emerged as a standout at Multiply Group’s Annual Growth and Strategy Day, securing three highly coveted awards that underscore our relentless pursuit of excellence:
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• Customer Satisfaction: Recognizing our dedication to delivering unparalleled service and building strong client relationships.
• Innovation: Celebrating our commitment to leveraging cutting-edge technologies and forward-thinking strategies in the ever-evolving advertising landscape.
• Organic Growth: Honoring our ability to achieve sustainable and strategic expansion, cementing our position as an industry leader.

These accolades are a testament to the unwavering passion, creativity, and hard work of the BackLite Media team. Each recognition reflects our core values and commitment to excellence in all facets of our operations.

Receiving these awards at Multiply Group’s prestigious event was inspiring for our team. It highlighted the incredible strides we’ve made throughout 2024 and reaffirmed our mission to innovate and excel in the dynamic world of advertising.
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We extend our heartfelt gratitude to Multiply Group for this recognition and our exceptional team for their relentless dedication. These awards fuel our drive as we look ahead to even more significant achievements in 2025 and beyond.

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The journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain, says BackLite Media's James Harrison

A question that has been buzzing around in my mind for the past few years. Culminating in a panel at The Campaign Middle East OOH Breakfast Briefing:where I had the opportunity to interview four of the leading minds in the world of Programmatic Digital Out of Home (PrDOOH).

In my mind, the journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain. Will we ever reach a point where the promise of seamless, fully integrated programmatic OOH is realised? That’s still up for debate.

For now, perhaps it’s best to sit back and enjoy the ride. The headlines have been full of bold predictions and impressive claims about the size of the global Programmatic DOOH market, with regions competing to outshine one another. But amidst all this noise, are we even speaking the same language? Are we discussing Automation—the streamlining of processes—or have we truly stepped into the nuanced and complex world of Programmatic Digital Out of Home?

To explore this, let’s rewind to the start of the journey. Along the way, we’ve picked up valuable lessons, tackled difficult questions, and discovered some answers. In the context of the UAE market, this journey has been particularly unique. Although we entered the race later than many others, we’ve managed to catch up at an impressive pace, learning from pioneers in more mature markets. From the outset, it was clear: we needed to embrace digital transformation, harness the power of data, and embark on a mission to educate—not only ourselves but also our customers. But why? If the traditional ways of doing things weren’t broken, why devote years to rethinking and reshaping them? This isn’t about fixing something that didn’t need repair; it’s about evolving the Out-of-Home (OOH) landscape, ushering in a new era of transparency, efficiency, and innovation.

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Journey to Programmatic DOOH: Key Challenges

The leap forward in recent years has been remarkable. New standards in reporting and data transparency have transformed OOH into a more accountable medium. Questions that once plagued the industry are now being answered, although not without challenges:

• “OOH isn’t measurable.”
  Traditional OOH relied heavily on estimates and general audience data. With PrDOOH, advanced audience analytics, and integration with third-party platforms, we’re now seeing measurement capabilities that can stand alongside digital and TV metrics. But the question remains: are the data standards consistent globally, or are we still fragmented?
• “OOH isn’t flexible.”
  Static media placements were locked in for weeks, sometimes months. With PrDOOH, campaigns can now be activated, paused, or adjusted in real-time, responding to changing conditions such as weather, audience movement, or breaking news. Is this flexibility uniform across all markets, or is it still limited by infrastructure in certain regions?
• “OOH isn’t easy to buy.”
  The fragmented nature of OOH buying made it daunting for advertisers. PrDOOH is simplifying this process by creating marketplaces that integrate inventory from multiple operators. However, if not all media owners are on board, is it still effective? Are there still barriers in terms of integration and accessibility?
• “OOH isn’t targeted.”
  Historically, targeting in OOH was broad—location-based and demographic-focused. With data-driven PrDOOH, advertisers can now use behavioural, contextual, and even first-party data to refine their campaigns. The question is, are we leveraging this potential fully, or are we merely scratching the surface?

Programmatic DOOH: The benefits and the big question

A critical question must be addressed is how we define PrDOOH and distinguish it from Automation. Automation in OOH refers to the use of technology to streamline workflows—reducing manual processes and speeding up operations (@ Andy Hamblin). Programmatic, on the other hand, is about leveraging real-time data and technology to buy and deliver ads dynamically, often using algorithms to optimise placement and timing.

The Benefits
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• 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.

But here’s the crux: do we genuinely need PrDOOH, or is it something we’ve convinced ourselves we want because it’s the next big thing? For many markets, traditional OOH still delivers exceptional results. The real value of PrDOOH lies in its ability to bridge the gap between traditional outdoor and the digital ecosystem, making OOH a more integral part of omnichannel strategies.

As we forge ahead, the UAE market has an exciting opportunity. By building on its digital infrastructure and focusing on education, transparency, and collaboration, we can shape a version of PrDOOH that not only meets global standards but sets new benchmarks. The journey isn’t over, and perhaps it never will be—because evolution, by its nature, has no final destination. What matters is how we navigate the twists and turns ahead, and how effectively we address the challenges that remain.

So, are we there yet? Not quite. But maybe the journey itself is the destination. Let’s keep asking the hard questions and finding answers as we go.
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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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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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"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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