WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?
Integrating new technologies with Out of Home (OOH) advertising has significantly boosted the industry, from the use of data and AI to the advancements in LED technology.
Interestingly, data quality and utilisation were not prominent considerations for the UAE market until 2019, but have become widely discussed topics.
As we accumulate more data from our landlords and third-party suppliers and deepen our comprehension of its potential, we are better equipped to leverage this for the continued growth of the OOH advertising sector.
We can’t talk about technology without talking about AI, but is it really being used in the OOH sector? I can confirm that it’s here and assisting us; to predict traffic flows with AdMobilize, analyse content to enhance creativity with Neurons, and gauge attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign.
WHAT ABOUT THE EVOLUTION OF DOOH?
We have observed a digital trend worldwide, and it is now unfolding right here as well. Through a market assessment and a deep understanding of the environmental factors, we have successfully installed industry-leading DOOH screens capable of withstanding even the harshest conditions.
BackLite’s transition from traditional static billboards to dynamic digital screens has marked a transformative era in content delivery, empowering advertisers with real-time updates plus flexibility and standout campaigns.
This transformation has fostered a culture of creative innovation, manifesting in captivating FP3D campaigns and interactive features that engage audiences.
Our integration with cutting-edge technologies such as live-data feeds and location-based services has allowed us to target audiences and deliver contextually relevant content.
We recognise that digitisation alone isn’t sufficient. To truly excel, we’ve incorporated data into our strategy, providing clients with comprehensive reports highlighting metrics like playouts, impressions, reach, and frequency, enabling them to make informed decisions and maximise their impact.
WHAT CAMPAIGN CAUGHT YOUR EYE?
Globally: Surreal Billboards in the UK – Social Buzz. Locally: Lego on SZR – May the 4th be with you. Special Build, Timing and Relevance
WHAT ARE CLIENTS ASKING YOU FOR?
They are increasingly seeking more data-driven and results-oriented solutions. They are asking for better audience targeting capabilities to ensure their messages reach the right people at the right time.
The demand for Programmatic Digital Out of Home (PrDOOH) is also on the rise, as it provides the efficiency and flexibility to optimise campaigns in real time.
Also, they are looking for creative and interactive OOH formats that can captivate audiences and make their brands stand out, like branded billboards, special builds and FP3D content for a social media buzz.
Overall, clients seek innovative, data-backed, and engaging OOH advertising solutions to drive tangible results for their marketing efforts.
HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?
With the journey towards PrDOOH, we have established an ecosystem that provides comprehensive data sources and solutions, catering to our clients at every stage of the marketing funnel; we call this BackLite 360.
Our commitment extends to embracing automation through programmatic campaigns, where we list our inventory on Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs), allowing brands to incorporate our screens into their omnichannel campaigns seamlessly.
– James Harrison , Chief Operating Officer, BackLite Media
