BackLite Media, a leading out-of-home (OOH) advertising company in the UAE, is proud to announce an exciting new partnership with VIOOH, a leading premium global digital out-of-home (DOOH) supply-side platform. This 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, with its advanced technology platform and global footprint, seamlessly connects buyers and sellers in the DOOH space, offering a streamlined programmatic advertising experience. Through this partnership, advertisers worldwide will access BackLite Media's premium inventory across Dubai and Abu Dhabi, unlocking the potential to reach residents and the UAE's ever-growing tourism population.

"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," said Gavin Wilson, chief customer and revenue officer at VIOOH. 

"We are excited to partner with VIOOH and bring their expertise in programmatic DOOH to the Middle East," said 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."

This strategic partnership empowers global advertisers to plan and purchase BackLite Media's extensive Digital Out-of-Home (DOOH) inventory, featuring over 300 digital screens across the UAE. BackLite Media boasts prime locations along Dubai's busiest road, Sheikh Zayed Road, and a vast indoor and outdoor screen network in prominent malls and destinations across Dubai and Abu Dhabi. This provides advertisers with highly targeted audience options, reaching commuters, global tourists, residents, and shoppers.

Through programmatic buying, advertisers can benefit from enhanced flexibility, precision targeting, and improved efficiency, ensuring maximum impact and engagement.

As the UAE continues to evolve as a leading destination for tourists and business travellers, this partnership comes at an opportune moment, providing brands with the opportunity to engage with a diverse and affluent audience.

Through this collaboration, BackLite Media and VIOOH are poised to transform the DOOH landscape in the Middle East, providing brands with powerful new ways to connect with consumers in a rapidly growing market.

VIOOH

VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of ...

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