Elevision's Niall Sallam on how digital out-of-home is changing in the region

Gulf Business

18-06-2025

Image: Supplied
In this interview, Niall Sallam, founder and CEO of Elevision, discusses how digital out-of-home (DOOH) is changing in the region — with a clear move toward programmatic capabilities, data-driven targeting, and content that fits within the wider digital ecosystem.
From Elevision's new partnership with Dubai Design District (d3) to its expansion into international markets, Sallam outlines how the company is adapting to industry demands, supporting property partners, and aligning with the UAE's broader push for innovation and smart infrastructure.
How have regional DOOH trends evolved in the past year, and what shifts do you anticipate in the coming months?
The past year has seen a rapid acceleration in programmatic DOOH and data-driven targeting. Advertisers are moving beyond simple reach metrics, demanding measurable impact and smarter audience segmentation. There is a strong appetite for premium placements, but equally important is time and location relevance. Where an audience is, and their frame of mind at that specific moment, plays a critical role in receptiveness and recall.
One of the most important shifts this year has been advertisers placing the appropriate weight on both context and creative. Context, when and where an ad appears, and what mindset the audience is in at that time, is now seen as equally important as the message itself. At the same time, dynamic creative optimisation is allowing brands to tailor messaging to real-time conditions, ensuring higher engagement and stronger recall. The combination of precision placement and high-quality creative is what ultimately drives impactful DOOH campaigns.
Looking ahead, AI-powered content and contextually dynamic advertising will take centre stage. Expect deeper integrations with mobile, social, and e-commerce platforms, making DOOH an even more connected part of the consumer journey.
What are some of the biggest challenges facing the DOOH industry, and what key opportunities are emerging for advertisers and brands to leverage?
One of the biggest challenges in DOOH today is aligning measurement methodologies globally. Measurement is the currency that defines the value of DOOH, yet the industry still lacks a common, standardised approach. There are several measurement techniques used in OOH worldwide, each with its own strengths and weaknesses. This fragmentation makes it difficult for advertisers to compare performance across markets or integrate DOOH seamlessly into omnichannel strategies.
The real challenge is ensuring that the industry aligns on a consistent, widely adopted measurement framework, one that enables advertisers to buy, evaluate, and optimise DOOH in a way that is comparable to other media channels.
Despite this, the opportunities for advertisers have never been stronger. DOOH provides brand-safe, high-impact exposure in premium urban environments, giving advertisers a unique way to capture attention in clutter-free spaces. Programmatic buying continues to drive greater efficiency and agility, allowing brands to activate targeted campaigns at scale with real-time flexibility.
Additionally, the continued expansion of premium DOOH placements in commercial and residential environments is creating more opportunities for brands to be present where audiences are most engaged.
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What new solutions is Elevision bringing to market that set it apart in the DOOH space?
Unlike most OOH suppliers in our market, all of our inventory is available programmatically. That level of accessibility and flexibility is a significant differentiator. Advertisers can activate campaigns with precision, agility, and scale, seamlessly integrating DOOH into broader omnichannel strategies. Programmatic buying isn't just a feature of our network, it's become the foundation of how we operate.
Another key distinction is our commitment to non-advertising content. We are the only player in the region with a robust, dedicated content strategy designed to drive audience engagement and enhance brand alignment. For decades, whether in print, radio, or television, editorial content played a pivotal role in shaping advertiser positioning, and DOOH should be no different. Media is most effective when it provides value beyond advertising, and
Our soon-to-launch Dubai Design District (d3) network is a prime example. Alongside advertising, we are introducing 'd3 Lifestyle Channels', a curated content strategy designed to reflect the district's creative, fashion, and design-driven community.
These channels will engage audiences with relevant, high-quality content while providing advertisers with a platform that enhances their brand presence in an authentic and impactful way. This isn't just about screen time, it's about creating an ecosystem where content and commerce work together to drive deeper audience connection.
Niall Sallam with the D3 team Image: Supplied
How does Elevision's partnership with d3 contribute to a more interactive and creative urban experience?
As mentioned, our soon-to-launch d3 Lifestyle Channels are a cornerstone of Elevision's approach to blending content, commerce, and community engagement. These channels go beyond standard advertising, they create an ecosystem of curated content that reflects the fashion, design, and creative culture at the heart of d3.
A key aspect of these channels is how they will connect d3's creative community with international markets. By collaborating with curators, designers, and thought leaders from around the world, Elevision will help amplify d3's presence globally, ensuring it remains a recognised creative hub beyond the UAE.
At the same time, these channels provide an opportunity for international creators to elevate their own profiles within d3 and the broader UAE market. It's a two-way exchange, bringing global creative talent into d3's ecosystem while playing a role in positioning d3 as a dynamic player on the world stage.
From a brand perspective, this curated content strategy offers advertisers a unique opportunity to align with cultural relevance. By integrating brands into meaningful, high-quality storytelling, Elevision is creating a space where advertising isn't just seen, it's experienced as part of the broader cultural dialogue.
How does DOOH fit into the UAE's broader innovation and digital transformation efforts?
The UAE has consistently been at the forefront of smart city innovation, and DOOH plays a critical role in shaping intelligent, data-driven urban environments. Digital screens are no longer just billboards, they are information hubs, AI-powered engagement platforms, and dynamic storytelling tools that integrate seamlessly into the country's digital ecosystem.
This aligns directly with the UAE's D33 economic agenda, which places a strong emphasis on digital transformation, AI integration, and smart infrastructure. As the UAE moves toward data-led urban development, DOOH serves as a natural bridge between technology, content, and consumer engagement.
Elevision has been an early pioneer in this space, recognising long before it became a broader industry focus, that out-of-home must evolve beyond static advertising to become digital and a fully integrated part of the smart city landscape.
Our work within DIFC, d3, and other key urban hubs reflects this forward-thinking approach, ensuring that digital media not only enhances commercial potential but also contributes to the broader innovation and connectivity goals of the UAE.
What's next for Elevision in terms of expansion, innovation, and market leadership?
Elevision's growth has always been built on trust, quality, and long-term partnerships. As we continue expanding, our focus remains on delivering value across a broad spectrum of stakeholders — from advertisers to property partners, to the communities they serve. DOOH is more than just an advertising platform; it's an integral part of how properties engage with residents and visitors.
In a market where real estate is positioned as premium, every aspect of a development — from the materials used to the services offered needs to reflect that positioning. The same applies to media and communication solutions.
As the industry evolves, so do the expectations of both property owners and advertisers. Elevision has always been ahead of that curve, ensuring our partners are on the cutting edge of innovation and communication.
From advanced programmatic capabilities to AI-driven content strategies, we continue to push the boundaries of what DOOH can offer. Our soon-to-launch d3 network is a perfect example, integrating curated content, audience engagement, and premium ad placements in a way that elevates the entire district's brand experience.
At the same time, we're growing strategically, expanding in London, deepening our programmatic capabilities, and developing smarter ways to connect brands, properties, and audiences.