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Hiba Faisal
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OOH Industry Snapshot: Billboards overcome digital barriers

Hiba Faisal
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"Unlike online ads, which can be skipped, blocked, or ignored, billboards are unavoidable in physical environments." says, NextWhat's, Tanvir Shah

Tanvir Shah, Founder & Managing Director of NextWhat on how OOH advertising helps overcome digital and cultural barriers.
In your opinion, what makes OOH remain one of the most effective traditional forms of advertising?
Dubai is home to over 200 nationalities, each with its own distinct cultural and linguistic preferences. When people are indoors, they tend to engage with media tailored to their language—whether through radio, television, or print—making it challenging for media planners to reach everyone through a single medium. However, when people step outdoors, OOH advertising overcomes these barriers. Billboards,


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Tags:Advertisingaudience engagementcreativitydigital barriersdiverse audiencesIndustry snapshotNextWhatOOHooh advertisingOOH creativityOOH industry snapshotTanvir Shah
the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.
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