UAE-based out-of-home (OOH) advertising company BackLite Media has announced its partnership with VIOOH, a global digital out-of-home (DOOH) supply-side platform.
The partnership marks VIOOH’s first entry into the Middle East’s DOOH market and represents a “significant milestone” for both companies as they expand their regional influence.
VIOOH’s platform facilitates programmatic advertising by connecting buyers and sellers in the DOOH space, streamlining the process for advertisers. With this partnership, global advertisers will now gain access to BackLite Media’s inventory across Dubai and Abu Dhabi, providing opportunities to reach both residents and the UAE’s growing number of tourists.
Gavin Wilson, Chief Customer and Revenue Officer at VIOOH, commented on the partnership, “This partnership is another great market addition to VIOOH’s real-time trading offering across programmatic DOOH. We know there is significant interest, both within the local market as well as overseas, for inventory in this region, and are pleased to partner with Backlite to provide opportunities for advertisers to take advantage of the flexibility and data-driven nature of programmatic DOOH.”
“We are excited to partner with VIOOH and bring their expertise in programmatic DOOH to the Middle East,” added, Sean Gadsby, Head of Programmatic at BackLite Media. “This collaboration will open new doors for global advertisers looking to tap into the dynamic UAE market through our high-quality digital screens across Dubai and Abu Dhabi. At BackLite, we are thrilled to capitalise on VIOOH’s extensive global reach, allowing us to position our premium inventory on a larger scale.”
The partnership allows advertisers to plan and purchase BackLite Media’s DOOH inventory programmatically, which includes over 300 digital screens in key locations across the UAE. BackLite’s network spans high-traffic areas such as Sheikh Zayed Road in Dubai, as well as indoor and outdoor spaces in major malls and destinations across Dubai and Abu Dhabi, giving advertisers access to diverse audience segments including commuters, residents, tourists, and shoppers.
By leveraging programmatic buying, advertisers can benefit from greater flexibility, more precise targeting, and improved efficiency, helping them achieve maximum engagement.
As the UAE continues to grow as a hub for tourists and business travellers, this partnership offers brands a an opportunity to engage with a diverse and affluent audience.
Through this collaboration, BackLite Media and VIOOH add to the growing DOOH landscape in the Middle East, providing brands with new ways to connect with consumers.
