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 striking visuals, while audience measurement tools provide insights into impressions and conversions.
Digital OOH’s evolution enables precise audience targeting and attribution, using data to craft tailored messages that drive consumer engagement. Additionally, programmatic DOOH streamlines buying and campaign optimisation in real time, fostering deeper consumer connections. This blend of digital technology and data-driven insights is elevating and modernising OOH advertising for the performance age.
What is your take on the state of the attention economy and what does OOH have to offer in this landscape?
David Hawkins, Managing Director – Middle East, billups: In today’s media-saturated world, capturing consumer attention is a complex challenge. The attention demands that advertisers use precise tools for measurement. OOH advertising offers unique opportunities to engage audiences effectively by delivering insights into environmental and contextual conditions, optimising placements to ensure maximum impact.
This approach enhances the visibility of ads to drive engagement and results. As the attention economy evolves, OOH must stand out by cutting through the noise to deliver impactful brand recall, becoming an essential tool to leverage. Advertisers demand richer insights into ROI of all their channels, and billable ads enable marketers to make their OOH investments accountable for better performance.
Can you comment on how digital technologies have enhanced measurement capabilities over the past year?
Wissam El Rayess, Business Director – Middle East, billups: Speaking specifically about the Middle East, rapid urbanisation and a tech-savvy population have fueled the adoption of AI-driven analytics and real-time data collection, transforming how OOH campaign performance is assessed. This enables precise tracking of audience engagement, impressions, and dwell times, offering deeper insights into ad resonance.
In markets like Dubai and Riyadh, where digital infrastructure is robust, these tools allow for accurate attribution, helping advertisers understand the direct impact of OOH investments. Additionally, predictive modeling and audience segmentation have facilitated more targeted campaigns. We have expanded to the region, bringing new services and solutions to match the growing interest in tech-driven solutions for OOH.
