BackLite Media releases annual publication SpotLite 3.0
The third edition of SpotLite brings together the voices, ideas and campaigns shaping the next chapter of Out-of-Home (OOH) media. Built around the theme of creativity and innovation, this issue reflects BackLite Media's – a subsidiary of Multiply Media Group (MMG) – commitment to lead with purpose, insight and design.
In an era where the media landscape is evolving faster than ever, SpotLite 3.0 provides both perspective and direction. With a range of insightful pieces from thought leaders in the industry, from programmatic digital OOH and AI-led content management, to neuromarketing, sustainability, and luxury storytelling, SpotLite 3.0 offers a wide lens on what truly matters to our industry.
Campaign highlights from brands like Dior and BMW sit alongside in-depth features on our Landmark Series and the launch of The Oryx.
From high-traffic corridors like Sheikh Zayed Road in Dubai, to curated digital networks in premium malls in the UAE, every placement is an opportunity to connect with purpose and precision. This issue invites advertisers, agencies, and brands to explore how OOH can create a more meaningful impact at every touchpoint of a consumer journey.
SpotLite 3.0 continues that ambition, reflecting how we see the future of OOH especially with the launch of MMG – backed by scale, driven by technology, and built for what's next.
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Emirates Woman
22-07-2025
- Emirates Woman
How I got my job as… Founder of this luxury UAE-based PR agency
This week, we speak to Elvira Jain, Founder of Maison Ellyse, a luxury PR agency based in the UAE. Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome. Having moved to Dubai many years ago, Jain established herself as an entrepreneur in the region, to finally opening her own PR agency with luxury clients. To delve, into her journey further, Emirates Woman sat down with to see how her journey began. What was your favourite subject at school? Maths, Chemistry and Geography. However, Geography is what pushed me to be a model and travel the world , and math to open a business. What was your first job? I started modeling at 16 years old and it lasted for the next 14 years. What brought you to Dubai? I came On a model contract with MMG models and after have traveled and worked in so many countries around the world I really loved Dubai , and also having a great model portoflio with so many magazine editorials, covers ,campaigns from around, i was getting very good campaigns with all the high-end fashion houses like Gucci ,Dior and more in Dubai so I stayed here. What inspired you to enter the space and launch your brand? Maison Ellyse came as a result of all the contacts ,connections that I build it since I was 16 years old . That's why our motto is 'build timeless connections and legacies 'We focus on PR, strategies, media, content creators and celebrities. But not only , we are very result driven. And we like to guide as well and share connections or ideas for business growth and development if is needed ,so we really check individually what a business needs and help in all . Maybe is big said ,but there is nothing that we can not do or achieve. Talk us through the concept? Maison Ellyse is a luxury PR agency based in Dubai with A360 degree approach for a brand to succeed. We work on all Gcc region ,but not only . We have our partners and connections in Europe. Also, the USA as we just recently placed some of our brands in showrooms in Los Angeles and Farfetch . Our connections is our strength and is what makes us stand out in the market. What are the key elements of your role? I overview everything, build and sustain connections and jump in where is needed to support the team. View this post on Instagram A post shared by Elvira Jain (@elvirajain) Talk us through your daily routine. My daily routine if I am home and not traveling is wake up ,prepare my old son for school ,play with my small one , then go to office ,meetings , doing Pilates two to three times a week and evening spend time with the kids and family. What advice do you have for anyone looking to follow in the same footsteps? Just focus and be sure what you want to. Do and achieve and go towards it. Tell us more about the services? We do organic media relations and PR, interviews, celebrities ,influencers ,collaborations between brands to maximise awareness ,pr plans and strategies to spread maximum awareness in the region for the brands to grow . We focus on F&B , fashion , hotels , Wellness, beauty & aesthetic clinics. From brands such as Zieda Clinic to Ladërach, our clients portfolio is growing by the day. What is the best piece of advice you have ever received? Be patient, everything comes at its time. View this post on Instagram A post shared by Maison Ellyse (@maison_ellyse) And what is the worst? I don't think I got any bad advise because I really analyse everything and think ten times before doing something. What's the biggest challenge you have had to overcome? Challenges come at every step . But one of the major was when I was opening a beauty clinic and in end I opened a PR agency and I am so happy about. So sometimes challenges are good because it bring you growth in a right direction. What's lies ahead for the brand? We are planing to expand Maison Ellyse in other few other countries in the coming few years. For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: Supplied
Campaign ME
04-07-2025
- Campaign ME
The global DOOH explosion is here
The numbers don't lie: Digital Out-of-Home (DOOH) advertising is experiencing unprecedented growth that's reshaping the entire advertising ecosystem. Global DOOH market value surpassed $27.5bn in 2024, up from around $24.3bn in 2023, and is projected to exceed $74bn by 2032. This isn't just growth – it's a fundamental transformation of how brands connect with consumers in the physical world. What makes this particularly compelling is the velocity of change. According to WARC, global investment in DOOH grew by 15.0 per cent in 2024 and is projected to increase a further 14.9 per cent in 2025, reaching $17.6bn. We're witnessing sustained double-digit growth in a mature advertising market – a clear signal that DOOH has evolved from an experimental channel to a strategic imperative. The DOOH ecosystem Traditional DOOH accounts for 94 per cent budget globally and in this region it is almost 98 per cent. Programmatic is an emerging trend but has many gaps. While programmatic DOOH has captured headlines globally, it's important to recognise its current scale in the Middle East context. Programmatic represents approximately 2 per cent of GCC DOOH spending – a small but growing segment of what remains a predominantly direct-buy market. The gradual programmatic adoption means that brands can focus on mastering DOOH fundamentals – creative optimisation, location strategy and audience understanding – without the complexity of automated buying platforms. The 98 per cent of spending flowing through traditional channels represents proven, relationship-driven approaches that deliver measurable results through established partnerships and market knowledge. Winning the attention war In an era of ad-blocking, banner blindness and privacy concerns, DOOH offers something increasingly rare: authentic, unblockable engagement. DOOH ranks among the top five channels consumers prefer, particularly because it involves in-person interaction, and is recognised as one of the top three channels capturing consumer attention most. The technological sophistication driving this preference is remarkable. Modern DOOH campaigns leverage contextual intelligence – adapting creative content based on weather, time of day, local events, and even real-time traffic patterns, traffic trends and historical performance. Perhaps most significantly, DOOH addresses the industry's biggest challenge: measurement and transparency. Research shows that exposure to any form of OOH advertising amplifies attention on private screens by 52 per cent. This 'priming effect' creates measurable lift across digital channels, solving the attribution puzzle that has long plagued outdoor advertising. The Middle East opportunity While global markets are embracing DOOH, the Middle East and North Africa region represents one of the most compelling growth stories. The MENA DOOH market is expected to reach $390.66mn in 2025 and grow at a CAGR of 16.41 per cent to reach $835.12mn by 2030. This isn't just about market size – it's about market timing. The region's unique characteristics create perfect conditions for DOOH adoption: Saudi Arabia has emerged as the undisputed leader in regional DOOH adoption, with digital formats representing an extraordinary 90 per cent of total out-of-home advertising spend in the Kingdom. This level of digital penetration is among the highest globally, positioning Saudi Arabia as a true DOOH-first market that has leapfrogged traditional static outdoor advertising. The Kingdom's approach is particularly strategic. In Saudi Arabia, there has been a notable trend towards the use of digital billboards in major cities such as Riyadh and Jeddah, with these digital displays offering advertisers the flexibility to change their messaging quickly and easily. This near-complete digital transformation means that brands entering the Saudi market must think digitally from day one – traditional static approaches simply don't align with market infrastructure or audience expectations. This flexibility aligns perfectly with Vision 2030's emphasis on economic diversification and digital transformation, with the urban population reaching 30.36 million in 2022. Meanwhile, the UAE's DOOH market represents a fascinating study in innovation and premium positioning. The UAE's DOOH advertising market is expected to reach $54.7mn by 2030, growing at a CAGR of 8.9 per cent from 2024 to 2030. What sets the UAE apart is not just market size, but market sophistication. The UAE is witnessing a surge in digital out-of-home advertising, leveraging advanced technology to engage consumers in innovative ways. Dubai, in particular, has become a testing ground for cutting-edge DOOH experiences. Why monitoring matters more than ever The explosive growth of DOOH brings both opportunity and responsibility. As marketing budgets shift toward digital channels, accountability becomes paramount. DOOH's advantage lies not just in its reach, but in its measurability. Modern DOOH platforms provide real-time monitoring capabilities that traditional outdoor could never offer: Impression verification: Proof-of-play technology that confirms when and where ads are actually displayed. Audience analytics: Detailed demographic and behavioural data about who engaged with campaigns. Cross-channel attribution: Tracking how DOOH exposure influences online search, social engagement, and purchase behaviour. Environmental context: Understanding how external factors (weather, events, traffic) impact campaign performance This transparency revolution is particularly crucial in the Middle East, where marketing leaders demand ROI accountability and performance justification. The ability to monitor campaign delivery in real-time, adjust messaging based on performance data, and provide stakeholders with granular reporting transforms DOOH from a brand-building expense into a measurable growth driver. The monitoring capabilities extend beyond campaign metrics to operational intelligence: Which locations drive the highest engagement? What times of day yield optimal attention rates? How do different creative approaches perform across various audience segments? This level of insight enables continuous optimisation that compounds campaign effectiveness over time. 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Campaign ME
04-07-2025
- Campaign ME
BackLite Media releases annual publication SpotLite 3.0
BackLite Media has announced the release of SpotLite 3.0, its annual publication created in collaboration with Campaign Middle East. The third edition of SpotLite brings together the voices, ideas and campaigns shaping the next chapter of Out-of-Home (OOH) media. Built around the theme of creativity and innovation, this issue reflects BackLite Media's – a subsidiary of Multiply Media Group (MMG) – commitment to lead with purpose, insight and design. In an era where the media landscape is evolving faster than ever, SpotLite 3.0 provides both perspective and direction. With a range of insightful pieces from thought leaders in the industry, from programmatic digital OOH and AI-led content management, to neuromarketing, sustainability, and luxury storytelling, SpotLite 3.0 offers a wide lens on what truly matters to our industry. Campaign highlights from brands like Dior and BMW sit alongside in-depth features on our Landmark Series and the launch of The Oryx. From high-traffic corridors like Sheikh Zayed Road in Dubai, to curated digital networks in premium malls in the UAE, every placement is an opportunity to connect with purpose and precision. This issue invites advertisers, agencies, and brands to explore how OOH can create a more meaningful impact at every touchpoint of a consumer journey. SpotLite 3.0 continues that ambition, reflecting how we see the future of OOH especially with the launch of MMG – backed by scale, driven by technology, and built for what's next.
