One of its kind and the most awaited event in the history of advertising took place in Sheikh Zayed Road. Sheikh Zayed Road is the most iconic and busiest road in Dubai. The event was an Out Of Home campaign by The Trade Desk and L’Oreal recorded by BackLite Media.
James Harrison, The Chief Commercial Officer at BackLite Media, shared a post on his LinkedIn profile congratulated all involved in the campaign over its success.
“Something I’m very proud of and really excited to share. Back in March, we recorded a first for the region. In collaboration with The Trade Desk, Marie-Christine Kienlen, Morgane Desessard, UM MENAT, the guys at L’Oréal and through the efforts of our fantastic team here at BackLite Media with Ashin John at the forefront. We launched the first Programmatic Out of Home campaign on Sheikh Zayed Road, the busiest and most iconic road in Dubai.”
The event was the first programmatic DOOH campaign launched in the Middle East, and because of its huge success, it is inevitable to see more such events in the future. The Trade Desk has already started strengthening its bonds with the local brands active in the Middle East.
James Harrison further stated that “ I salute all involved, for taking this step and showing the region what can be done through Data-Driven Out of Home. It’s the first step of many, and we’ll be along for the ride, helping the market understand the importance of data when planning Out of Home.”
With the help of this campaign, L’Oreal successfully reached 1.4 million individuals. L’Oréal, was able to target audience groups by geography using The Trade Desk’s platform, based on where programmatic DOOH was accessible.
“We have invested heavily in our data analytics platform, BackLite Intelligence, and will continue to do so, to provide a robust and transparent platform to plan and buy programmatically,” stated James Harrison.