Campaign Middle East will be hosting its annual Out-of-Home (OOH) Breakfast Briefing, gathering key stakeholders across brands, agencies, OOH providers, and adtech leaders at The Westin Dubai Mina Seyahi on the 22nd of November, 2024.
Join us for an insightful event focused on the OOH advertising sector in the Middle East, where industry leaders will address the critical need to foster stronger partnerships to drive mutual growth and innovation. Experts will share strategies to unlock significant impact for brands by increasing the share of OOH in their media mix. Panelists will also highlight the need for data-driven decision-making and post-campaign mobility analysis.
The event will also shed light on achieving greater transparency and visibility in inventory ownership, reducing visual clutter, and prioritising quality over quantity in creative assets. Delegates will have the opportunity to explore the latest approaches to measurement, including the use of attribution analytics, optimising campaign performance, understanding audience demographics, and differentiate top-performing inventory.
Furthermore, discussions will delve into the crucial aspects of sustainability and ESG, challenging stakeholders to move beyond KPIs to make a tangible impact on the ground. Here’s your opportunity to keep your finger on the pulse of all that’s happening within the industry. See you there!
Highlights Video
Full Event Video
When: 22/11/2024, 8:00 am
Where: The Westin Dubai Mina Seyahi (Google map link)
Agenda
08:00am: Registration & Breakfast
09:00am: Welcome speech by Nadeem Quraishi, Publisher, Campaign Middle East
09:05am: Chair’s opening remarks by Anup Oommen, Editor, Campaign Middle East
09:10am: Keynote presentation: The evolution of OOH measurement
Discover how advancements in data technology, metrics, and analytics have transformed OOH into a precision-targeted medium. This session will cover the latest tools, strategies, and innovations shaping how we understand and measure OOH impact like never before.
Speaker: Nihal Diab, Investment Manager, GroupM MENA
09:25am: Panel 1 – Outdoor Advertising: Is it the most credible?
Beyond doubt, omnipresent OOH has become the most resilient of all traditional media and a crucial part of the media and marketing mix for brands across all sectors, from premium luxury to real estate. In a world consumed by endless digital noise, OOH stands out as an un-skippable, unmissable, and inescapable medium. Yet, amidst the increasing focus on reach, frequency, and impressions, the choice between static and digital remains key for brands looking to maximise visibility.
Moderator: Walid Yared, CMO, Choueiri Group
Speakers: Sahar Khan, VP of Marketing, Bayut & dubizzle
Avinash Babur, Chief Executive Officer, InsuranceMarket.ae
Ziad Melhem, Chief Marketing Officer, CFI Financial
Milica Smudja, Director of Marketing and Communications, Al Qana
10:00am: Panel 2 – Is the journey to programmatic just as valuable as the destination?
This panel will discuss how programmatic DOOH enables targeted and data-driven advertising through flexibility, efficiency, and real-time capabilities. Panelists will cover the technology ecosystem, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), data integration, and the role of artificial intelligence (AI) in campaign optimisation. Key topics will include advanced audience targeting, adaptive creative content, and measurement strategies. Lastly, the importance of industry standards, transparency, and collaboration will be emphasised to enhance the PrDOOH landscape.
Moderator: James Harrison, Chief Product Officer, BackLite Media
Speakers: Sean Gadsby, Head of Programmatic, BackLite Media
Andrew Hamblin, Chief Revenue Officer, LDSK
Ashnee Thacker, Senior Account Manager, The Trade Desk
Yasmine Al-Turk, Advanced DOOH & Digital Supply Lead, GroupM MENA
10:30am: Panel 3 – Smart targeting in DOOH: Harnessing AI for impactful advertising
In this session, agencies and clients will explore how AI and data-driven technology are transforming the Digital Out-Of-Home (DOOH) landscape. We’ll dive into the latest advancements in real-time audience targeting, personalisation, and campaign effectiveness. By bringing together insights from industry leaders, we aim to showcase how AI-driven insights help advertisers reach the right audience with minimal ad waste, ultimately creating engaging consumer experiences. This discussion will also shed light on the future of DOOH and technology’s role in crafting impactful brand connections.
Moderator: Ghada El-Kari, CMO, W Group Holding
Speakers: Hicham Auajjar, Chief Product & Services Officer, MENA at GroupM
Chris Solomi, Chief Digital Officer, Omnicom Media Group
Hammad Benjelloun, Co-Founder & CEO, AiOO
Hugues Raingeard, Digital Director, Havas Media Middle East
11:00am: Panel 4 – Strengthening industry relationships and partnerships
Building stronger relationships within the OOH ecosystem is key to unlocking growth. This discussion will focus on creating more meaningful partnerships between brands, media owners, and agencies to drive innovation and foster collaboration. From knowledge-sharing to joint ventures, we will look at ways to establish networks that elevate the industry. Participants will explore how to foster trust, transparency, and shared goals across the advertising supply chain.
Moderator: Sami Al Mufleh, CEO, Hills Advertising
Speakers: Mai Cheblak, Head of Corporate Marketing, Emirates NBD
Beatriz Benedetti, Head of Marketing & Innovation, BRF
Ghassan Kassabji, Chief Growth Officer MENA and CEO – UAE, Impact BBDO Group
Rachel Devereux, CMO, Brand, Marketing & Digital Director, Virgin Mobile UAE
Atharv Ruparel, Head of Marketing, Pan HOME
11:30am: Panel 5 – The region’s OOH … the path to further growth
Today, with out-of-home advertising holding a 20 per cent share of total ad spend—outpacing the global average of 6 per cent—our industry stands strong. Investments in premium digital OOH, the establishment of a standardised measurement currency to boost advertisers’ trust, programmatic capabilities, and advanced targeting technologies have all been key to this success.
However, there remains untapped potential for further growth. Expanding our industry’s supply diversity and deepening our community impact will be two essential keys to fostering a more dynamic, inclusive future for OOH. This panel will address those key areas, exploring how to make it for OOH to be more accessible to a wider range of advertisers and encouraging sustained industry growth.
Moderator: Maud Moawad, CEO and Co-founder, Seventh Decimal
Speakers: David Hawkins, Managing Director, Billups
Eamon Sallam, Chief Operating Officer, Elevision
Stavroula Kalogeras, MBA Programme Director, Heriot-Watt University
Mansour Wehbeh, Client Director, Talon Outdoor
12:00pm: 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.