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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Out-of-Home (OOH) advertising is a longstanding yet powerful medium for reaching broad audiences and building brand awareness. However, in today’s dynamic marketing landscape, innovation is key to keeping OOH relevant and impactful. This blog explores effective strategies to enhance OOH advertising and make the most of its unique advantages.

Understanding the OOH Advantage

OOH advertising’s strength lies in its high visibility and broad reach. Positioned in public spaces, OOH ads deliver continuous exposure across diverse geographic areas, making them a potent tool for high-impact brand visibility. Beyond reach, OOH campaigns can also be tailored to specific audiences through a range of formats and precise ad placements. The integration of data enhances this targeting capability, helping brands reach relevant consumers effectively.

Integrating Digital Efforts

Combining digital strategies with traditional OOH campaigns creates a unified brand experience across multiple channels. With technologies like dynamic content on digital billboards and interactive elements, brands can engage consumers in new and meaningful ways. This approach enables a seamless connection with the audience, enhancing the overall impact and extending the reach of both digital and physical ads.

Crafting an Effective OOH Advertising Strategy

1. Setting Clear Objectives:
A successful OOH strategy begins with clear, specific objectives aligned with overall marketing goals. These should follow the SMART framework—Specific, Measurable, Achievable, Relevant, and Time-bound—ensuring the campaign stays focused and purposeful.

2. Defining Key Performance Indicators (KPIs):
To measure OOH campaign success, relevant KPIs such as brand awareness, foot traffic, online engagement, call-to-action responses, conversion rates, and social media sentiment are essential. Tracking these KPIs allows advertisers to assess campaign effectiveness and make data-driven adjustments for future strategies.

3. Understanding the Audience:  
Audience analysis is crucial for creating impactful OOH campaigns. By understanding target demographics, behaviors, and preferences, advertisers can craft messaging and select placements that resonate with their audience. Regularly updating these insights also helps adapt campaigns as demographics and market dynamics shift.

4. Budget Allocation:
Effective budget allocation across OOH channels requires careful planning based on campaign objectives, audience needs, and the strengths of each format. A well-distributed budget ensures optimal resource use, allowing for maximum impact across different OOH channels.

5. Selecting the Right OOH Channels:
Choosing the most suitable OOH formats—such as billboards, transit ads, or street furniture—is essential for targeting specific demographics. By aligning the channel selection with campaign goals, advertisers can maximise audience engagement and strengthen brand impact.

Innovating in OOH advertising requires a strategic approach that combines traditional and digital efforts, clear objectives, relevant KPIs, audience insights, effective budgeting, and the right channel mix. By following these strategies, advertisers can create compelling OOH campaigns that resonate deeply with their target audiences, delivering measurable results in today’s competitive market.

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BackLite Media, Dream League, and Sanad Village invite you to the Sustainable Carnival at Sanad Village Garden in The Sustainable City on November 9, from 4 PM to 8 PM.

As part of our BackLite26 initiatives, we are proud to support this meaningful event, which celebrates inclusivity, community, and sustainability. Enjoy a fantastic lineup of activities: inflatable slides, tasty food trucks, a bustling shopping bazaar, an animal corner with a beekeeping workshop, an open-air cinema, and live music—all hosted by Magic Phil.

Our team will be there to host roller skating activities for kids of all ages and abilities. For Dream League, this event is an important step toward creating inclusive spaces where children with special needs can enjoy active play alongside their families.

Entry is free! Please bring your reusable water bottles as we come together to support a sustainable future. We look forward to celebrating with you. Please register for free here: https://lnkd.in/dNsWseiM

Sanad Village is the region’s largest center dedicated to supporting people with autism and other developmental needs, building an inclusive environment and support network for families, helping people with special needs integrate into the community.

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The world of marketing moves at a rapid pace, yet nothing appears to break from traditional out-of-home advertising. OOH gives brands the opportunities to connect and engage with members of, and around, their target audiences in the real world. Billboards, transit ads and digital signage, among others, have been tried and true methods for decades. But as the digital marketing transformation continues to spread throughout myriad industries, one question remains: Are OOH marketers ready for the rise of AI, and can AI deliver better and more unique kinds of data?

The state of OOH marketing

Traditionally, OOH marketing has relied on a combination of art and intuition. Marketers have typically measured success using factors like foot traffic, demographics and location such as high-traffic areas to determine where to place OOH media. The effectiveness of these advertising campaigns has often been measured using broad metrics like estimated impressions and brand recall studies. While these methods have merits, they also have clear limitations in both precision and adaptability.

The introduction of digital out of home (DOOH) advertising has already begun to shift the paradigm. DOOH allows for more dynamic and targeted messaging, with content that can be changed in real time. However, the full potential of digital OOH and OOH marketing, in general, may only be realised through the integration of AI.

The potential of AI in OOH marketing

AI holds the promise of revolutionising OOH marketing by providing better and different types of data that can enhance decision-making and campaign performance.

• Real-time data analytics. AI can process vast amounts of data in real time, allowing OOH marketers to adjust campaigns at a moment’s notice and as needed, making it a highly attractive tool in a marketer’s arsenal. For example, AI can analyse weather conditions, traffic patterns and consumer behavior to optimize ad placements and content dynamically. This level of responsiveness is something traditional home advertising methods cannot match.
• Predictive analytics. AI’s ability to predict trends based on historical data is invaluable. OOH marketers can use predictive analytics to identify the best locations and times for ad placements, anticipate consumer responses and allocate budgets more effectively.
• Audience targeting and personalisation. AI can help OOH marketers better understand their audiences by analysing data from various sources, including mobile devices, social media and purchasing behavior. This information allows for more precise targeting and personalised messaging, making campaigns more relevant and engaging.
• Enhanced measurement and attribution. One of the most significant challenges in OOH marketing has been measuring campaign effectiveness. AI can provide more accurate attribution by tracking consumer interactions with OOH ads and linking them to online and offline behaviors. This data-driven approach offers a clearer picture of ROI and campaign impact.
• Creative optimisation. AI can analyse the performance of different creative assets and recommend adjustments to improve engagement. For instance, AI might suggest changing colors, fonts or messaging based on what resonates most with the target audience. This continuous optimization can lead to more effective campaigns.

How willing are OOH marketers to adopt AI?

The willingness of OOH marketers to adopt AI is influenced by several factors:

• Perceived value. OOH marketers are beginning to recognise the value that AI can bring. From predictive analytics to real-time data processing, AI offers capabilities that can enhance the effectiveness of OOH campaigns. The ability to deliver hyper-targeted messages based on real-time data is a game-changer. However, the perceived value must be strong enough to justify the investment in AI technologies.
• Technology integration. The integration of AI into existing OOH platforms and processes is another consideration. For many marketers, the adoption of AI requires a shift in mindset and operations. Those who have already embraced digital transformation are more likely to adopt AI. In contrast, those still relying on traditional methods may be slower to change.
• Education and training. A significant barrier to AI adoption is the knowledge gap. Marketers need to understand how AI works, how to interpret AI-generated data and how to apply AI insights to their campaigns. As more educational resources and training programs become available, this barrier will likely decrease.
• Cost. The cost of implementing AI can be a deterrent, especially for smaller companies with limited budgets. However, as AI technology becomes more accessible and cost effective, cost will likely become less of a barrier.
• Industry trends. As with any technological shift, industry trends play a significant role in adoption. If major players in the OOH space start using AI successfully, others are likely to follow suit to stay competitive.

The path for AI in OOH marketing is clear

The willingness of OOH marketers to adopt AI is growing, driven by the technology’s potential to transform how campaigns are planned, executed and measured. While challenges such as cost, education and integration remain, the benefits of AI are becoming increasingly apparent. As AI technology continues to evolve and become more accessible, it is likely to play a central role in the future of OOH marketing as well as other forms of advertising.

For OOH marketers, the question is not whether to adopt AI but how quickly they can do so to stay ahead of the curve. Those who embrace AI will be well-positioned to deliver more targeted, engaging and effective campaigns resulting in increased brand awareness to help surpass the competition in an increasingly competitive landscape.

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As the out-of-home (OOH) advertising industry evolves, its growth potential is vast. It remains one of the most effective channels for brands to capture attention in the physical world, engaging diverse audiences on a grand scale.

However, for OOH to fully realise this potential, there are significant challenges – particularly the cumbersome and fragmented approval process that advertisers and media owners must navigate.

In many regions, OOH regulations are overseen by various bodies, from municipal authorities to highway agencies, each with its own rules. This fragmented approach complicates campaign execution and stifles creativity, ultimately hindering the growth of the OOH industry.

A more streamlined, unified regulatory framework is necessary for the industry to thrive.

The impact of OOH regulation delays

In an industry where timing is crucial, the bureaucratic delays that plague the current approval process are not just frustrating –they’re detrimental to campaign success. Advertisers planning product launches or seasonal promotions often find themselves in a race against time, only to be held back by slow-moving regulatory bodies.

These delays affect brand perception and dissuade businesses from investing in OOH as they turn to faster-moving, more predictable digital channels. The opportunity for impactful, large-scale campaigns diminishes, and the growth of the OOH sector is hampered.

The case for centralised OOH regulations

One solution is establishing a centralised regulatory framework, supporting consistent approvals across regions and formats. Cities including London and New York have successfully implemented such systems, providing transparent, streamlined processes that reduce the uncertainty surrounding OOH advertising.

The Government of Dubai has recently made strides in this direction by creating Mada Media Company, a single governing body for OOH advertising.

The move is poised to revolutionise the approval process by offering a one-stop solution for advertisers and media owners. With a unified body overseeing the OOH landscape, Dubai sets a new regional benchmark for efficiency, transparency and accountability.

A centralised regulatory system like Mada Media Company streamlines the approval process and minimises delays, allowing advertisers to focus on crafting bold campaigns without regulatory hindrances.

Balancing creativity and compliance

A more streamlined approval process speeds up campaign execution and encourages greater creativity. In the current regulatory environment, advertisers often face restrictions that limit their ability to push creative boundaries, particularly with the growing demand for dynamic, interactive digital OOH ads.

By adopting a more transparent and predictable approval system, regulatory bodies can encourage innovation. This would allow advertisers to experiment more, creating a diverse and vibrant environment that balances creativity with compliance.

Technology’s role in streamlining approvals

Digital technology can significantly improve the approval process for OOH advertising. By using online submission platforms, real-time tracking, and automated responses, delays can be removed, errors reduced and decision-making sped up.

Data analytics allows for more accurate assessments of OOH installations. It ensures decisions are based on objective criteria such as traffic, safety and aesthetics, reducing subjective delays.

Implementing a system such as Mada Media’s could also increase transparency. It would give advertisers clearer insights into their application status and foster trust between the public and private sectors, leading to a more efficient and accountable process for
everyone involved.

Encouraging investment through a conducive regulatory environment

Ultimately, a more seamless approval process is essential to encouraging more significant investment in the OOH industry. When advertisers are confident that their campaigns will launch on time and within the planned scope, they are more likely to allocate a significant portion of their budgets to OOH.

Similarly, media owners would be more willing to invest in cutting-edge formats – such as digital billboards, augmented reality, and AI-powered OOH solutions – knowing that the regulatory framework supports innovation. This increased investment would increase revenue for private companies and public municipalities through fees and taxes, benefiting all parties involved.

The OOH industry is at a crossroads. While its growth potential is immense, it will only be fully realised when the regulatory environment adapts to meet the needs of a rapidly evolving media landscape. As Dubai has done with Mada Media by streamlining approvals and creating a more unified regulatory framework, authorities can unlock the true power of OOH advertising, benefiting advertisers, media owners and the broader public.

Now is the time for stakeholders to come together and advocate for change. By embracing a more seamless OOH regulations, we can propel the industry into a new era of growth, innovation and impact.

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Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. “Try it more. Use it not just for that one stunt,” said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

Out-of-home spend will reach $9.19 billion this year, with an increasing share coming from digital, per our March 2024 forecast. Here are three trends Bager expects to see in OOH in 2025 and how each will impact brands.

1. Programmatic DOOH will improve contextual advertising

“If content is queen, context is God. In today’s landscape, it’s not just about what you say, but where and how you say it,” said Bager. OOH campaigns don’t only need eye-catching, creative copy and imagery; they need to be in the right place.

For example, Rosé brand Hampton Water uses billboards immediately adjacent to stores that carry the product, said co-founder Jesse Bongiovi, speaking at Advertising Week New York.

• More than half (51%) of people who have noticed directional digital OOH (DOOH) ads have subsequently visited the business, according to the OAAA.
• 93% of those who visited a business after noticing an ad completed a purchase.
• OOH is a particularly useful strategy for retail media advertising by pushing people into stores or by encouraging people in stores to convert.

Context isn’t just location. Programmatic DOOH is evolving, allowing advertisers to use live data on weather, traffic, time of day, and events to adjust ads to be as relevant as possible. For example, a beverage brand may show hot coffee on a cold, rainy morning and an ice cold drink as the sun comes out.

“As brands seek more effective ways to stand out, real-time programmatic DOOH will set the standard for impactful advertising,” Bager said.

2. Measurement and attribution will continue to improve

The ROI of OOH can be harder to prove because it doesn’t usually have the same closed-loop measurement capabilities a performance medium like a search ad might. But measurement has gotten more sophisticated and real-time measurement tools, geo-fencing, and location targeting technologies are increasingly common.

And measurement will keep improving. “Attribution models will evolve to better account for the impact of OOH advertising on overall marketing goals, providing a clearer understanding of its contribution to sales and conversions,” Bager predicted.

3. Creative implementations will allow for more robust data collection

“Interactive billboards and displays will become more common, allowing consumers to engage directly with ads and receive personalized content,” Bager predicted. AI will play a critical role in allowing personalized mobile extensions on OOH campaigns, she said.

The promise of interactive mobile content encourages consumers to scan QR codes, which provides consumer data to OOH advertisers.

“Data-hungry advertisers will no doubt love to have more information about how many exposed consumers actually scan the code, the depth of engagement, first-party data about specific consumers that can be aggregated to inform future campaigns or incorporated into a CDP (customer data platform) to target and measure media in other channels,” said our analyst Evelyn Mitchell-Wolf on a “Behind the Numbers” episode.

This was originally featured in the EMARKETER Daily newsletter.

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An Exclusive Interview with Lewaa Hamadeh

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1. What progress has Streach made in 2023-2024, and how has the market responded to adopting the research and its usability?

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There has been a noticeable increase in the adoption of Streach metrics and usage since 2022. We have measured more than 1000 campaigns in 2023 and we are witnessing an increase in measurement demand. In Q1 2024 alone, 291 campaigns were measured on Streach, marking a year-on-year increase of 31%. The top spenders in the Luxury, F&B, Telco, and Automotive verticals are now mandating post-campaign measurement on Streach. This resulted in 129 clients receiving Streach measurement reports in Q1 2024, showing a year-on-year increase of 180%. The Streach simulator remains a valuable tool both media owners and agencies use. In Q1 of 2024, over 700 campaigns were simulated on Streach for 281 clients.
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2. What are the latest developments with Streach in 2024?

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In 2024, our plans are focused on scaling up Streach and introducing new features. The research was launched recently in Qatar, Kuwait, Oman, and Jordan, which helped expand our reach and user base. We recently completed the migration of Streach to AWS, which has resulted in improved stability, reliability, and speed for end-users. More improvements are currently in the pipeline. We also finalised the MVP for creative assessment in Q1 and will be rolling it out in the next release. Additionally, we launched transit media measurement for scheduled and non-scheduled media covering both static and DOOH.

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3. Could you elaborate on Seventh Decimal’s partnership with BackLite and collaboration within Streach?

BackLite has been one of the early adopters of Streach. I remember presenting Streach to James Harrison on his 2nd day in Dubai in 2020, and he has believed in our vision since then and has spared no effort to support us in realising that vision. BackLite is an active member of Streach’s technical committee, contributing to discussions around impressions, methodology, DOOH, and PrDOOH. In 2022 BackLite sponsored a FFM study (Full Funnel Model) as a collaboration with Seventh Decimal and KINESSO, which for the first time included impressions on OOH as inputs to the FFM. BackLite also piloted audiences on PrDOOH with ADCB showcasing their active involvement in the space. BackLite regularly provides feedback on Streach’s usage, suggesting features and improvements, and demonstrating a solid partnership with Seventh Decimal.

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4. What are the plans for Streach from a product perspective?

We are constantly investing in developing and evolving Streach to stay at the forefront of OOH measurement in the GCC. With our commitment to innovation, we introduced an Artificial Intelligence (AI) discipline to test and develop a set of qualitative metrics that would complement the existing quantitative currency metrics. Additionally, we plan to develop a bundle of Streach APIs that will support the integration of Streach metrics into client dashboards and programmatic platforms, for both planning and reporting. We also plan to introduce additional audience datasets for comprehensive post-campaign measurement that align with industry trends and clients’ needs.

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Over the past year, Multiply Group has made substantial progress in the media sector as a result of its bullish growth strategy. Its objective is clear: it seeks to create an integrated media enterprise that offers best-in-class services and innovative solutions.

To do this, Multiply Group has been merging traditional and digital media, combining the best of both to evolve into a multi-brand powerhouse. This, it believes, will enable Multiply to remain adaptable and ahead of industry trends in an ever-changing market.

The spearhead of Multiply Group’s strategy is the consolidation of leading Out-of-Home (OOH) media providers across the UAE. Currently, the Group manages an extensive network of nearly 3,000 advertising units, with more than 75 assets situated along Sheikh Zayed Road—one of the region’s most coveted advertising locations. These assets are managed through its subsidiaries: BackLite Media, Media 247, and Viola Outdoor.

The portfolio includes a range of high-visibility digital and traditional media formats, such as unipoles, bridge banners, hoardings, lampposts, building wraps, and advertisements on public taxis and buses. This diverse range of premium media assets provides exceptional visibility, positioning Multiply Media as the leading choice for brands seeking to engage diverse and high-value audiences.

Beyond acquiring prime advertising locations, Multiply Group focuses on building solid partnerships with key stakeholders. These include collaborations with the Department of Municipalities and Transport in Abu Dhabi, the Roads & Transport Authority (RTA) and the Dubai Municipality in Dubai, and prominent landlords like Al Qana, Futtaim Malls, and Al Maryah Retail Company. These strategic alliances serve to solidify Multiply Media’s market position, drive sustained growth, and enable continuous expansion and diversification of its media assets. At the very same time, the Group is actively exploring further acquisitions to enhance its media portfolio within the region.

This brings us to another crucial point: strategic investments will play a crucial role in shaping Multiply Group’s media future.

By tapping into both traditional and digital media opportunities, the Group is continuing to push innovation within the industry. To support this growth, Multiply has launched the Innovation Hub, fostering creativity across its portfolio companies and bolstering its leadership in the media space. As part of this vision, the Group integrates advanced AI technologies and data-driven strategies, merging traditional OOH formats with cutting-edge digital solutions to create immersive and impactful audience experiences.

‍Several emerging trends are redefining the media landscape, and Multiply Group is at the forefront of these changes. Programmatic Digital Out-of-Home (PrDOOH) advertising is a significant focus, with the Group leading the adoption of programmatic buying across BackLite Media and Viola Outdoor’s expansive Digital OOH (DOOH) network. This approach enables advertisers to purchase ad space in real time, using data insights to target audiences with precision and efficiency.

Multiply Group has also invested significantly in technology to boost operational efficiency, allowing for increased automation and real-time content delivery. As the media sector evolves, Multiply Group is pioneering a hybrid approach that combines the flexibility of digital advertising with the reach of OOH, allowing clients to create dynamic and innovative campaigns that leverage the strengths of both mediums.

Multiply Group remains focused on initiatives that yield both immediate impact and long-term value. The company aims to continue making value-accretive investments in the media space, with the ultimate goal of positioning Multiply Media for a potential listing on the local stock exchange, pending regulatory approvals.

With a forward-thinking approach, strategic investments, and a commitment to innovation, Multiply Group is solidifying its leadership in the media sector. As the Group continues to explore new opportunities and expand its presence, it remains committed to enhancing shareholder value and shaping the future of the media industry.

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Programmatic Digital Out-of-Home (DOOH) advertising transforms how brands reach audiences across the UAE, offering innovative ways to engage consumers through data-driven strategies. As the region continues to embrace digital transformation, here are the top trends shaping programmatic DOOH:
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• Data-Driven Targeting: Brands can now deliver personalized messages based on real-time data such as location, demographics, weather, and traffic patterns. This allows for hyper-targeted campaigns targeting specific audiences, particularly high-net-worth individuals and expats in high-traffic areas.
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• Premium Brands Leading the Way: The UAE’s luxury market embraces programmatic DOOH to capture affluent audiences. Global and local brands like YSL, BMW, Tumi, Hong Kong Tourism, ADCB, and First Abu Dhabi Bank, to name a few, have leveraged our DOOH inventory across Sheikh Zayed Road, Dubai Festival City Mall, and Abu Dhabi to display dynamic, eye-catching content across critical locations.

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• Real-Time Creative Optimisation: With real-time data, brands can automatically adjust their ads to align with current conditions, whether changing the message based on weather or updating content to reflect local events. This enhances relevance and increases engagement.
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• Integration with Mobile and Online Channels: Brands integrate programmatic DOOH with mobile and online ads to create a seamless omnichannel experience. This synchronization allows advertisers to engage consumers at multiple touchpoints, maximizing campaign impact.
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• Sustainability in DOOH: As the UAE moves toward its Net Zero 2050 vision, programmatic DOOH appeals to brands focused on sustainability. Digital screens reduce waste, while intelligent technology optimizes energy use, aligning with eco-friendly advertising goals.
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These trends highlight the growing potential of programmatic DOOH in the UAE, offering brands flexible, targeted, and sustainable ways to connect with their audiences.

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