Backlite expands further into Abu Dhabi OOH



BackLite Media announced its expansion further into the out-of-home media market in Abu Dhabi.

The expansion will take place through the launch of a range of digital screens at Al Qana, the capital’s waterfront destination.  The out-of-home media agency’s new offerings include The Curve, the first Forced Perspective 3D screen in Abu Dhabi. The Curve aims to offer viewers a unique and immersive experience.

Spanning over 146,000 sqm, Al Qana will offer multiple attractions including  waterfront restaurants, cinema experiences, the Middle East’s largest aquarium, a marina, a wellness hub hosting events, retail boutiques, a virtual reality and e-sports arena, as well as landscaped communal areas to encourage social interaction.






The project primarily targets an affluent audience of locals and high-net-worth individuals from Abu Dhabi City, with 90 per cent of visitors currently consisting of local Emirati citizens. The Curve will be the project’s focal point, the first 3D screen in Abu Dhabi fully operational starting March 21st. It will also be visible on Khaleej Al Arabi, a major highway in Abu Dhabi that is also the main road used when leaving the airport and targeting the majority of incoming vehicular traffic visiting Al Qana.

James Bicknell, CEO BackLite Media, said, “We are deeply honoured that Al Qana has partnered with us to showcase just how special their new development is. We have worked together to develop a first-class digital advertising product to enhance the unique Al Qana destination. We look forward to welcoming our first clients soon.”