Adrian J Cotterill, Editor-in-Chief
BackLite Media, the leading out-of-home advertising company in the UAE has announced a partnership with VIOOH, marking VIOOH’s first entry into the Middle East.
VIOOH seamlessly connects buyers and sellers in the DOOH space, offering a streamlined programmatic advertising experience and through this partnership, advertisers worldwide will be able to 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.
Global advertisers are noww able to plan and purchase BackLite Media’s extensive Digital Out-of-Home 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.
“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.”
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.
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