Industry snapshot: OOH advertising for the performance age

posted on Nov. 12, 2024 at 5:09 pm

Senior leadership from billups share their insights on the performance of OOH advertising in the region.

From left: James McEwan, CEO EMEA; David Hawkins, Managing Director – Middle East; and Wissam El Rayess, Business Director – Middle East, Billups; share insights on OOH advertising in an age of performance.
In your opinion, what makes OOH remain one of the most effective traditional forms of advertising?
James McEwan, CEO EMEA, billups: OOH’s growing effectiveness is due to visibility and strategic placement. Adding digital metrics to the mix, advertisers can deliver dynamic content tailored to specific audiences by location and time, enhancing engagement. The creative potential of digital formats captures attention with

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.