On October 22, 2024, BackLite Media, a top out-of-home (OOH) advertising player in the UAE, proudly announced a new partnership with VIOOH, a global leader in digital out-of-home (DOOH) advertising platforms. This partnership is VIOOH’s debut in the Middle East’s DOOH market and represents a major step forward for both companies as they expand their reach in the region.
VIOOH’s cutting-edge platform connects buyers and sellers in the DOOH space, offering a seamless, programmatic ad experience. With this partnership, advertisers from around the world can now access BackLite Media’s premium digital inventory across Dubai and Abu Dhabi, unlocking new opportunities to engage with the UAE’s residents and its growing tourism base.
“This partnership is an exciting addition to VIOOH’s programmatic DOOH offering,” said Gavin Wilson, Chief Customer and Revenue Officer at VIOOH. “There’s strong interest in this market, both locally and internationally, and we’re thrilled to work with BackLite to provide advertisers with the flexibility and data-driven targeting that programmatic DOOH offers.”
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Sean Gadsby, Head of Programmatic at BackLite Media, echoed the excitement: “Partnering with VIOOH brings programmatic DOOH expertise to the Middle East, opening up new opportunities for global brands to tap into the vibrant UAE market. We’re thrilled to leverage VIOOH’s global presence to showcase our premium inventory to a wider audience.”
This collaboration allows global advertisers to tap into BackLite Media’s expansive DOOH network, featuring over 300 digital screens throughout the UAE. From prime locations along Dubai’s Sheikh Zayed Road to top spots in major malls across Dubai and Abu Dhabi, advertisers now have access to highly targeted audience segments, including commuters, tourists, residents, and shoppers.
Programmatic buying enables advertisers to enjoy more flexibility, better targeting, and greater efficiency—ensuring higher engagement and impact.
With the UAE continuing to grow as a premier destination for tourists and business travellers, this partnership couldn’t come at a better time. It gives brands the chance to engage with an affluent and diverse audience in new and innovative ways.
Together, BackLite Media and VIOOH are set to reshape the DOOH landscape in the Middle East, offering brands powerful tools to connect with consumers in this rapidly expanding market.