Campaign Breakfast Briefing: Out of Home 2026 gathers the region’s leading marketers, agencies, and media innovators on 21 November 2025 at the Metropolitan Hotel Dubai to explore how the OOH landscape is transforming through technology, creativity, and data. From retail media and real-time targeting to the rise of precision buying powered by programmatic DOOH and automation, this event sets the scene for intelligent media investment.
As brands chase genuine audience attention, experts will dissect how OOH continues to earn trust and engagement through quality exposure and measurable impact. Sessions on meaningful measurement will address how advertisers can move beyond vanity views toward deep attribution, dwell time, and post-exposure uplift – linking creativity directly to outcomes and ROI.
Speakers will also explore how advanced tech, real-time data, and AI-driven insights are shaping omnichannel strategies, enabling first-party data integration and dynamic ad decisions. Discussions on creativity will spotlight the cultural pulse driving bold, relevant campaigns, while the final forward-looking session will envision interactive DOOH powered by smart screens, AR, and geo-personalised targeting.
From innovation to impact, this half-day event will redefine what’s possible in the evolving OOH ecosystem – uniting technology, creativity, and accountability to deliver deeper brand connections and smarter success across every screen.
Campaign Middle East brings the OOH community together each year to break away from the walls of our inboxes and meet industry peers in person. With top-tier networking, a wholesome plate of breakfast, hot coffee on tap and learning from the best minds in the industry, this is an event you don’t want to miss.
FULL VIDEO
When: 21/11/2025 8:00 am
Where: Metropolitan Hotel, Dubai (location map)
Agenda:
08:00am: Registration & Breakfast
09:00am: Welcome speech by Nadeem Quraishi, Publishing Director, Campaign Middle East
09:05am: Chair’s opening remarks by Anup Oommen, Editor, Campaign Middle East
09:15am: Keynote 1: The DOOH shift: Powering smarter brand connections across MENA
As the digital landscape evolves, programmatic DOOH is transforming how brands engage audiences across the region — from airports to retail hubs.
This keynote will explore how data, dynamic creative, and cross-channel strategy are turning outdoor moments into measurable, real-world impact.
Speaker: Khaled Alfangary, Senior Manager of Client Services, StackAdapt
09:30am: Panel 1: From screens to smart networks: How programmatic DOOH is powering the dynamic era
Out-of-Home is evolving from digital to dynamic, an era driven by intelligence, automation, and real-time data. This session explores how programmatic OOH (pDOOH) is transforming the medium into a responsive, data-powered network that adapts to audience movement, environment, and context in the moment.
Panelists will discuss how brands, agencies, and media owners are leveraging pDOOH, alongside the growing influence of retail media, to create transparent, measurable, and performance-driven connections across the omnichannel landscape.
Speakers:
Wissam Najjar, Chief Operating Officer, Omnicom Media Group – MENA
Laurence Baldwin, Senior Regional Brand & Marketing Manager, Talabat
Dylan Temple-Heald, Head of Programmatic (pDOOH), Hypermedia
Bruce von Kaufmann, Mall Director, Reem Mall
Moderator: Anup Oommen, Editor, Campaign Middle East
10:00am: Keynote 2: ‘Unmeasurable’: The infuriatingly delightful unpredictability of OOH
OOH is like no other media. It is arguably the most “human” of them, as it features the kind of psychological and emotional aspects that are so complex and variable – and so dependent on the creative it carries – that they make its impact difficult to measure, let alone predict.
Speaker:
Ramsey Naja, Creative Partner, Das Kapital
10:15am: Panel 2 – OOH Creativity: Choosing “cool” culture over clutter
The debate between AI-generated ads and human ingenuity and original creativity continues to head to a boiling point. Several advertisers are now giving into the demand for culturally attuned creatives, with bold and minimal copy, bilingual and multilingual ads, and disruptive and relatable visuals not normally seen on previously polished and perfect billboards.
While the inventory continues to grow within the region’s OOH landscape, and as brands look to diversify between indoor and outdoor assets, this panel will review what it takes for advertisers to stand out, be disruptive and differentiate themselves in an extremely competitive market.
Speakers:
Katib Belkhodja, Marketing Director, Al-Futtaim Motors
Melissa Bayik, Chief Brand Officer, Arada
Alisher Ziyaev, Associate Director – Retail Media, Union Coop
Gaurav Sinha, Director- International Marketing, Domino’s Pizza
Moderator: Walid Yared, CMO, Choueiri Group
10:45am: Panel 3 – Settle or dream big: What’s next for DOOH?
While media owners are still busy bidding for prime locations, bigger and bolder, the speed of tech advancement is opening up possibilities for far more exciting developments from real-time audience analysis and ad delivery to more connected and multi-channel ad campaigns. The dawn of smart screens have opened discussions around highly interactive storefront and indoor DOOH; AR glasses and creating avenues for DOOH brand experiences; aerial drone advertising; and advancements in facial, spatial and geotargeting have unlocked pathways to hyper-personalised advertising.
This panel will explore the current and near future of DOOH advertising and the hurdles the industry needs to overcome to get there. Panellists will explore a world where DOOH will seamlessly integrate with mobile campaigns, where user-generated content could potentially make its way to big screens, and where DOOH infrastructure will be smarter and more sustainable.
Speakers:
Rahul Kadavakolu, Chief Marketing Officer, Aster DM Healthcare
Mazen Mroueh, Head of Performance Product & Operations & Retail Media, Publicis Groupe ME&T
Derek Manns, Head of Commercialisation, Landsec, UK (Media owner of Piccadilly Lights)
Muneef Khan, CEO, Sign.X
Moderator: Marwa Kaabour, Group Head of Marketing and Communications, Al Masaood
11:15am: Closing comments by Anup Oommen, Editor, Campaign Middle East
For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150