BackLite Media, a leading out-of-home (OOH) advertising company in the UAE, has announced a strategic partnership with VIOOH, a global digital out-of-home (DOOH) supply-side platform. This collaboration represents VIOOH’s entry into the Middle East market and expands the reach of both companies in the region.
Through this partnership, advertisers will gain access to BackLite Media’s premium digital screen inventory across Dubai and Abu Dhabi. VIOOH’s programmatic platform streamlines the buying process, allowing advertisers to purchase ad space more efficiently while targeting key audience segments in the UAE, including residents, tourists, and business travelers.
Gavin Wilson, Chief Customer and Revenue Officer at VIOOH, highlighted the importance of the collaboration: “We are pleased to partner with BackLite Media to bring our programmatic DOOH capabilities to the Middle East. The demand for digital out-of-home advertising in this region is growing, and this partnership provides advertisers with new opportunities to reach a wide audience through data-driven, real-time ad placements.”
BackLite Media’s Head of Programmatic, Sean Gadsby, emphasized the benefits of the partnership for advertisers: “By working with VIOOH, we are able to offer global brands access to our high-quality digital screens in key locations across Dubai and Abu Dhabi. This partnership allows us to combine VIOOH’s global expertise with our local presence, offering more flexible and targeted advertising solutions.”
BackLite Media’s digital out-of-home inventory includes over 300 digital screens across prime locations in the UAE. Advertisers will have access to prominent spots along Dubai’s Sheikh Zayed Road, as well as screens in high-traffic malls and destinations in both Dubai and Abu Dhabi. These locations offer high visibility for brands looking to engage with a broad range of audiences, including commuters, tourists, and shoppers.
Programmatic DOOH allows advertisers to tailor campaigns to specific audiences, providing greater flexibility and efficiency compared to traditional OOH advertising. By leveraging data-driven insights and real-time bidding, advertisers can optimize their campaigns for maximum impact.
As the UAE continues to grow as a hub for tourism and business, the demand for targeted advertising solutions is increasing. This partnership between BackLite Media and VIOOH aims to meet that demand by offering advanced programmatic capabilities that allow advertisers to reach key demographics more effectively.
The collaboration is set to reshape the digital out-of-home landscape in the UAE, offering brands new ways to connect with consumers in one of the region’s most dynamic markets.
About BackLite Media
BackLite Media is a leading out-of-home media company based in the UAE, with a focus on premium advertising locations across Dubai and Abu Dhabi. The company offers a range of advertising solutions, including digital screens in key outdoor and indoor locations, delivering high-impact campaigns for global brands.
