Campaign Breakfast Briefing: Out of Home 2024

  • When:10/11/2023 8:00 am
  • Where:Grand Plaza Mövenpick, Media City

Campaign Middle East will be hosting its monthly Breakfast Briefing focused on the Out of Home industry on 10th November at the Grand Plaza Mövenpick, Media City, Dubai.

The 5th edition of our popular OOH event will take a deep dive into the most pressing topics in Out of Home advertising.  Our expert speakers and panelists will look at how digitalisation is affecting all aspects of outdoor advertising – from measurement to creativity. They will also examine measurement, data, metrics and transparency.

The event will also look at the creative side of OOH and new trends within digital OOH and the rise of fake OOH campaigns.

Venue: Grand Plaza Mövenpick, Media City (Google map link)
Date: 10th November 2023
Time: 8 AM – 12 PM


Please check out the photos here: https://motivatemedia.com/picture-gallery/campaignme/cbb-ooh2024/

Watch the event highlight video here:

Full Video:

The Agenda 

08:00am: Registration & Breakfast

9:00am: Welcome Speech by Nadeem Quraishi, Publisher at Campaign Middle East

9:05am: Chair’s opening remarks by Justin Harper, Editor at Campaign Middle East

9:10am: Keynote presentation: Out of Home industry achievements in 2023 by Maud Moawad, CEO, Seventh Decimal
While the global OOH spend is stagnating at 5 per cent in what Tom Goddard, president of the World OOH organization, calls the “5 per cent syndrome”, it is around 20 per cent of the ADEX in our part of the world, we are even expecting a growth of 25 per cent from last year.  This growth is a result of multiple factors such as new categories of advertisers and increased budgets and investments in DOOH supply across markets. However, one pivotal factor contributing to this growth is the standardisation of OOH measurement, made possible through the collective dedication of the OOH industry technical committee. Join us with a cup of your favourite coffee as we will be celebrating the achievements of OOH and delving deeper at the work done so far to measure its performance and potential.

9:30am: Panel 1: Outdoors’ role in omni-channel campaign planning
To drive growth, it’s essential to be present wherever and whenever your consumers are. OOH can provide a bridge between real-world and online experiences. OOH offers brand-safe environments with large audience volumes seen in public spaces, many in proximity to large retail centres, with premium location-based context compared with online content. A real-world presence in a public channel is a foundational block for brand recognition and connection.

Moderator:Justin Harper, Editor, Campaign Middle East
Henrietta Shakespeare, Executive Growth & Operations Director, Viola Communications
Terry Mo, Head of Digital, MENA, OMD
Lewaa Hamadeh, CTO & Co-founder, Seventh Decimal
Jad Daou, Business Director, UM MENA

10:00 am: Panel 2: Maximising impact: creative strategies in outdoor advertising
In the ever-evolving landscape of advertising, discover the art of maximising impact through innovative strategies in outdoor advertising. From captivating billboards that stop traffic to experiential campaigns that take your breath away, this journey explores how brands and marketers are pushing the boundaries of creativity to leave an indelible mark on the world. Join us as we delve into the world of outdoor advertising, where imagination knows no limits and the sky is not the limit; it’s just the beginning.

Moderator: Hiba Momani, Managing Director, Hills Advertising LLC
Ula Bieganska, Head of Marketing, Middle East Africa, LEGO Group
Pauline Rady, Group Director, Spark Foundry
Zeina Kawas, Executive Director,Head of Brand and Marketing, Standard Chartered Bank

10:30-10:50am : Coffee networking break

10:50-11:20am : Keynote presentation: Using data insights to navigate the future of Out of Home Advertising in the MENA by Elie Aoun, CEO, Ipsos
The presentation will focus on facts of OOH globally vs MENA along with the market growth and importance of OOH measurement.

11:20-11:50am – Panel 3: AI smart technology in OOH retail media and public transportation
The panel features industry leaders representing various perspectives, including media suppliers, technology providers, brands, and Hypermedia partners. Their collective insights offer a comprehensive understanding of how AI technology is revolutionising retail media and Out of Home advertising. Discussions will centre around the incorporation of new AI technology in the retail media and OOH domains, emphasising the advantages for brands and the metrics for measurability.

Moderator: Philip Matta, Group COO, W Group
Iman Nahvi, Founder and CEO, Advertima
Layal Hassi, Media Planning and Buying Manager, Commercial Brand & Marketing Communications, Du
Jad Hindy, Senior Vice President, Marketing, EXPO City Dubai

11:50am: Closing comments
Justin Harper, Editor, Campaign Middle East

For more details and partnership opportunities, please email Campaign’s Publisher:  [email protected]