BackLite Media partners with Location Media Xchange to expand advertiser access in UAE

Location Media Xchange (LMX), an enterprise software solutions provider for out-of-home (OOH) media owners, has announced a partnership with BackLite Media, a digital-out-of-home (DOOH) advertising company based in the UAE. This collaboration intends to provide advertisers with access to a larger inventory of DOOH opportunities.

Advertisers benefit from this agreement by having access to BackLite Media’s extensive DOOH inventory, as well as the benefits of programmatic buying and faster workflow integration from LMX. BackLite Media offers superior DOOH media choices in a variety of locations around Dubai and Abu Dhabi, including major roads such as Sheikh Zayed Road and luxury shops and destinations.

LMX will seamlessly integrate its supply-side platform (SSP) into BackLite Media’s dynamic DOOH inventory, giving advertisers easy access to a large audience in the UAE. With the integration of both systems, marketers can now access this enormous inventory via their demand-side platforms (DSPs), which provide a variety of programmatic buying options including open auction, programmatic guaranteed, and private marketplace transactions.

BackLite Media and Moving Walls represent a big step forward in the evolution of programmatic OOH media in the UAE. As the relationship grows, it is intended to help shape the future of programmatic advertising in the UAE market. 

Sean Gadsby, Head of Programmatic at BackLite Media, expressed pleasure for the collaboration, claiming that it has increased their programmatic inventory to a global audience. He emphasized the broad screen availability in their programmatic network, as well as the anticipated expansion in 2024, making it an excellent time to collaborate with Moving Walls. Gadsby noted Moving Walls’ extensive experience in the programmatic DOOH arena and predicted a beneficial relationship to grow the industry in the UAE.

Srikanth Ramachandran, founder and group CEO of Moving Walls, reiterated this sentiment, describing BackLite as one of the world’s leading DOOH providers. He noted that the cooperation makes it easier for global and regional advertisers to promote famous media assets in the UAE, hence improving the region’s advertising landscape.