On 22 October, the UAE-based out-of-home (OOH) media company BackLite Media announced that it has joined forces with the global digital out-of-home (DOOH) supply-side platform, VIOOH. This mutually beneficial partnership marks VIOOH’s entry into the region’s DOOH market and unlocks opportunities for advertisers worldwide.
BackLite Media has over 300 outdoor and indoor digital screens across the UAE in popular malls, cinemas, tourist destinations and along Dubai’s Sheikh Zayed Road. By partnering with VIOOH, global advertisers will now be able to reach a wider audience, targeting both residents and tourists in the Emirates.
Gavin Wilson, Chief Customer and Revenue Officer at VIOOH, said:
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.
Sean Gadsby, Head of Programmatic at BackLite Media, also commented on the partnership, noting that it will enable them to ‘capitalise on VIOOH’s extensive global reach’.
Featured image: VIOOH x BackLite Media
