MENA region's revolutionary out-of-home (OOH) advertising measurement platform utilising 'big data' launches in UAE

BackLite Media's new system will improve OOH accountability for regional advertisers, addressing long-held concerns about measurement when considering OOH as part of their wider media plans

MENA region's revolutionary out-of-homenbsp;(OOH) advertising measurement platform utilising 'big data' launches in UAE
  • BackLite Intelligence will leverage over 1.2 billion mobile phone location signals per month, generated within the UAE, and map them across BackLite Media’s entire outdoor network
  • Advertisers will benefit from being able to see who is viewing their content more clearly, and find better ways to target the right demographic in a precise fashion

Dubai – BackLite Media, the region’s premier out-of-home (OOH) advertising company, has partnered with IQ Data to launch BackLite Intelligence, the MENA region’s innovative wide-scale OOH advertising measurement platform to utilise ‘big data’ on a local scale.

The industry-leading technology, deployed across BackLite’s entire OOH network, will add excellent value to advertisers across Dubai and Abu Dhabi, providing them with cutting-edge audience measurement data, centred around behavioural data linked to the millions of people who see BackLite signs daily.

Through the BackLite Intelligence platform, advertisers will benefit from being able to see who is viewing their content more clearly, and find better ways to target the right demographic in a precise fashion. By measuring where people are out and about, combined with demographic information, BackLite Intelligence will show advertisers and brands the right kind of consumer profile to target for their campaigns.

BackLite Intelligence will leverage over 1.2 billion mobile phone location signals per month, generated within the UAE, and map them across their entire outdoor network, to provide advertisers with a tailored, comprehensive suite of data relating to each campaign. The data includes viewership of each location by time of day and night, as well as transparent audience insights including key shopping behaviour and detailed demographic information.

Complementing the smart city vision of the UAE’s leadership, this new technology deployed by BackLite Intelligence will efficiently integrate with the large digital outdoor network which BackLite Media is currently installing on Sheikh Zayed Road, creating a more seamlessly enriched life and advertising experience for all.

Bill Fordyce, CEO of BackLite Media, said, “As the premier OOH media company in the UAE, we are committed to improving accountability and transparency and addressing long held concerns on audience measurement. The launch of BackLite Intelligence with our partner IQ Data represents a significant milestone for the advertising industry in the region and underscores our commitment to providing the best-in-class technology and solutions to drive the greatest value for our advertisers. By linking this technology with our new digital signs on Sheikh Zayed Road, due to be installed ahead of Expo 2020, we believe the solutions provided by BackLite Intelligence will be a game-changer for our clients, enabling them to gather deeper insights that provide increased clarity for sales and marketing strategies and hard data to fuel better business decision-making.”

Dimitri Metaxas, Co-Founder & CEO of IQ data, said, “Our partnership with BackLite marks the MENA region’s first ever Out-of-Home (OOH) advertising measurement platform to utilize Big Data at scale. To ensure its ongoing success, we’ve leveraged over 1.2 billion mobile location signals generated per month within the UAE and mapped them across the entire BackLite OOH network in order to bring new levels of audience measurement and transparency into their products offering. We are excited to be working with an industry leader in BackLite who not only share our enthusiasm for innovation but also a commitment to improve OOH accountability to regional advertisers.”

The information collected by BackLite Intelligence is GPDR compliant. The data collected is aggregated via a software development kit (SDK), which collects location signals that are installed across thousands of apps. No personal information (e.g. email or mobile number etc) is passed to BackLite Intelligence or its partners.


About BackLite

BackLite Media LLC is a specialist, out-of-home outdoor advertising company based in Dubai, in the United Arab Emirates. The company first introduced its unique unipole signs into the UAE 1996.

With an extensive range of quality out-of-home assets across key locations in the UAE, advertisers have the opportunity to target a captive and affluent audience through BackLite Media’s rigorous identification and evaluation of only prime strategic out-of-home media locations - and installing unique, elegant and technologically-advanced back-lit and digital signboards.

BackLite provides brands with access to four distinct portfolios:

  • Cinema: offering includes Novo Cinemas and Roxy Cinema
  • Malls: currently operating the advertising concession at Dubai Festival City and The Galleria Al Maryah Island, part of Gulf Related Properties
  • Destinations: BackLite operates digital media across City Walk, La Mer, Al Seef and The Beach in partnership with Meeras
  • Outdoor: architecturally- designed unipole signs along Sheikh Zayed Road (SZR), providing the only large-format network along SZR. Along with this, BackLite also operates key lamppost locations on SZR

About IQ Data

IQ data provides data-driven products and services for clients in the Retail, Education, Automotive, AdTech and Outdoor Advertising sectors. Specializing in location and data intelligence, the solutions provided by IQ data enable clients to gather deeper insights that inform business decision making, sales and marketing strategies.
IQ data specializes in geo-location data, with a focus on high accuracy of signals, high frequency of data ingestion, and a highly advanced and complex processing engine. Through all these and more, IQ data is able to translate and process geo-spatial data attributes into powerful insights and build high-performing audience segments at a record speed.

For more information, please contact:  I +971 54 433 0426

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