fbpx
AdvertisingFeaturedOpinion

Digitisation and data in the UAE, by Backlite’s James Bicknell

The country is at the forefront, the middle and the back all at once in the evolution of programmatic out-of-home, writes Backlite’s James Bicknell

The proliferation of digital in out-of-home (OOH) advertising across the globe has driven the need for data. Reliable data has driven the ability to plan and buy digital OOH (DOOH) by impressions. The ability to plan and buy by impressions has driven the growth of programmatic DOOH.
But where are we, the UAE, in this timeline? Well, we’re at the start, the middle and the end at the same time.
The proliferation of digital in OOH across the globe has driven the need for data.
There has been a boom across the globe in LED conversions and builds, driven mainly by the UK and Australia, with 59 per cent and 56 per cent respectively of the total out of home revenue attributed in those markets


To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Comments