Latest news with #NiallSallam
Gulf Business
18-06-2025
- Business
- Gulf Business
Elevision's Niall Sallam on how digital out-of-home is changing in the region
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. The real power of 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.
Zawya
23-04-2025
- Business
- Zawya
Elevision partners with VIOOH to power smarter DOOH buying in UAE and UK
Dubai, United Arab Emirates — Elevision, the UAE's leading digital-out-of-home (DOOH) media company, has announced a new partnership with VIOOH, the leading premium global digital out of home (DOOH) supply-side platform. The integration will enable advertisers to programmatically access Elevision's premium screen inventory across the UAE and the UK through a wide range of demand-side platforms (DSPs), including The Trade Desk, The Neuron, and Google's Display and Video 360. As a pioneer in curated digital screen networks across premium urban environments in the UAE and UK, Elevision is redefining how brands engage with audiences in real-world spaces. The VIOOH partnership represents a major milestone in Elevision's journey toward more measurable, intelligent, and dynamic media delivery. The move reinforces Elevision's commitment to innovation and automation and expands its programmatic buying opportunities by adding an additional layer for advertisers looking to plan and activate omnichannel campaigns in real-time. There will be no disruption to existing clients - just more flexibility and greater control to add to Elevision's robust direct sales offering. Niall Sallam, CEO of Elevision, commented: 'This partnership with VIOOH is an exciting step forward in our growth story. We've always believed in making DOOH smarter, more dynamic, and more accountable. VIOOH enables us to do that at scale while opening up both our UAE and UK networks to a broader range of buyers who value precision, speed, and data-driven results.' Gavin Wilson, Global Chief Commercial Officer at VIOOH, said: 'The UAE is one of our fastest growing markets and a focus for expansion this year. This partnership not only strengthens our footprint across the region, but also in the UK too. With its premium network and strategic residential, commercial, and lifestyle communities, Elevision's inventory combined with VIOOH's real-time trading gives advertisers unique opportunities to target consumers, delivering consistent media value as well as growth internationally and locally.' The partnership launches across all Elevision networks in the UAE and UK, with early interest already building among advertisers in key verticals such as luxury retail, automotive, finance, and tourism. Elevision anticipates that programmatic bookings will account for 5 to 7 percent of total revenue within the first 12 to 18 months. A strong Q4 is expected as brands increasingly seek real-time engagement opportunities across Elevision's high-impact locations, including DIFC, Emaar communities, and Bluewaters. This announcement also supports Elevision's long-term international ambitions. Following its successful expansion into London in 2024, the company aims to match the size of its UAE footprint in the UK within the next five years. As the DOOH landscape continues to evolve, Elevision remains focused on delivering smarter media outcomes for property partners, advertisers, and the communities it serves - driven by technology, creativity, and global reach. About Elevision: Elevision is a leading digital out-of-home (DOOH) media company specializing in premium digital signage networks that shape urban environments. With a focus on technology and innovation, Elevision enables communities, districts, and property partners to engage their audiences through real-time, dynamic content across an extensive network of digital screens. Elevision's network of 2187 digital screens in 725 premium locations across the UAE and the UK, provide advertisers with high-impact brand moments that drive awareness, engagement, and measurable results. With a thirteen-year track record of innovation, Elevision continues to redefine the Digital-Out-of-Home (DOOH) landscape through data-driven insights, programmatic capabilities, and a commitment to delivering value to both property partners and advertisers. About VIOOH: VIOOH is a leading premium global digital out of home supply-side platform. Launched in 2018 and with headquarters in London, VIOOH's platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 29 markets and drives demand through partnerships with +40 DSPs globally, with more to follow. For more information about VIOOH, please visit or follow us on LinkedIn. For media inquiries and further information, please contact: The Alto Agency | Elevision@
Campaign ME
23-04-2025
- Business
- Campaign ME
Elevision, VIOOH partner to power smarter DOOH buying in the UAE, UK
Digital-out-of-home (DOOH) media company Elevision has partnered with VIOOH, the premium global digital-out-of-home (DOOH) supply-side platform. The integration will enable advertisers to programmatically access Elevision's premium screen inventory across the UAE and the UK through a wide range of demand-side platforms (DSPs), including The Trade Desk, The Neuron, and Google's Display and Video 360. Niall Sallam, CEO of Elevision, said, 'This partnership with VIOOH is an exciting step forward in our growth story. We've always believed in making DOOH smarter, more dynamic, and more accountable. VIOOH enables us to do that at scale while opening up both our UAE and UK networks to a broader range of buyers who value precision, speed, and data-driven results.' Engaging with audiences in premium urban environments Through this partnership, Elevision aims to redefine how brands engage with audiences in real-world spaces through curated digital screen networks across premium urban environments in the UAE and UK, The VIOOH partnership also represents a major milestone in Elevision's journey toward more measurable, intelligent, and dynamic media delivery. The move reinforces Elevision's commitment to innovation and automation and expands its programmatic buying opportunities by adding an additional layer for advertisers looking to plan and activate omnichannel campaigns in real-time. There will be no disruption to existing clients, Elevision clarified, adding that it will add more flexibility and greater control to add to Elevision's direct sales offering. Gavin Wilson, Global Chief Commercial Officer, VIOOH, said, 'The UAE is one of our fastest growing markets and a focus for expansion this year. This partnership not only strengthens our footprint across the region, but also in the UK too. With its premium network and strategic residential, commercial, and lifestyle communities, Elevision's inventory combined with VIOOH's real-time trading gives advertisers unique opportunities to target consumers, delivering consistent media value as well as growth internationally and locally.' Elevision: Looking ahead The partnership launches across all Elevision networks in the UAE and UK, with early interest already building among advertisers in key verticals such as luxury retail, automotive, finance and tourism. Elevision anticipates that programmatic bookings will account for 5 to 7 percent of total revenue within the first 12 to 18 months. A strong fourth quarter is expected as brands increasingly seek real-time engagement opportunities across Elevision's high-impact locations, including DIFC, Emaar communities, and Bluewaters. This announcement also supports Elevision's long-term international ambitions. Following its successful expansion into London in 2024, the company aims to match the size of its UAE footprint in the UK within the next five years.
Campaign ME
13-02-2025
- Business
- Campaign ME
Elevision expands UAE digital media network to 1,875 screens with D3 deal
Digital-out-of-home (DOOH) media company Elevision has entered an agreement with Dubai Design District (D3), part of TECOM Group PJSC, to introduce a digital media network within the district, including 35 elevator screens and seven large-format outdoor digital displays. The network will enable advertisers to connect with a highly engaged and multicultural creative community, reaching more than 1,000 businesses and 19,000 professionals operating within d3, as well as visitors from beyond. The partnership offers luxury brands, lifestyle companies, design firms, tech innovators and cultural institutions an opportunity to amplify their presence within Dubai's creative economy, reaching targeted and high-value audiences in an immersive, visual format. 'This partnership represents a significant milestone for Elevision as we continue to grow our presence in Dubai's most influential districts,' said Niall Sallam, CEO of Elevision. Sallam added, 'By integrating our advanced digital network into d3, we are not only enhancing communication and engagement within the creative community but also contributing to Dubai's D33 vision by fostering innovation, supporting business growth, and unlocking new opportunities for brands looking to connect with a highly sought-after audience.' Real-time content management, community-driven engagement Elevision's expansion into D3 introduces an advanced digital media platform tailored to the destination's creative ecosystem. Integrating high-resolution digital displays with real-time content management enables dynamic storytelling, fosters community-driven engagement and enhances interactive experiences for residents and visitors alike. With this expansion, Elevision aims to set new benchmarks for DOOH engagement, brand storytelling and audience connection in a global creative ecosystem dedicated to design, fashion, architecture, and art, which caters to influential creative audiences. This partnership also aims to cement Elevision's role in shaping Dubai's media landscape and aligns with the UAE's vision to position the city as a global creative capital under the Dubai Economic Agenda 'D33' . Elevision: evolving DOOH advertising and market growth This expansion brings Elevision's total digital screen network to 1,875 across the UAE. It further strengthens its position in the UAE's DOOH media space and reinforces its role as a homegrown UAE brand that intends to drive innovation and shape the evolution of urban media landscapes. Following its expansion into the UK market in 2024, Elevision now extends its digital footprint across the Middle East and Europe. As part of its commitment to continuous innovation and digital transformation, Elevision will introduce AI-powered personalisation, data-driven audience insights, and interactive advertising formats that redefine urban communication. The company remains focused on expanding its digital footprint across Dubai's key districts, offering brands and agencies new, impactful ways to engage their audiences in high-value locations. Elevision aims to push the boundaries of what DOOH can achieve by leveraging the latest advancements in programmatic advertising, data-driven insights and dynamic digital placements.
Zawya
12-02-2025
- Business
- Zawya
Elevision and Dubai Design District (d3) forge agreement to redefine urban digital media in global creative hub
This expansion brings Elevision's total digital screen network to 1,875 across the UAE, reinforcing its position as a market leader in DOOH media Elevision strengthens its role as a homegrown UAE brand aligned with the nation's innovation agenda Dubai, United Arab Emirates: Elevision, the UAE's leading digital-out-of-home (DOOH) media company, today entered an agreement with Dubai Design District (d3), part of TECOM Group PJSC. This partnership further cements Elevision's role in shaping Dubai's media landscape and aligns with the UAE's vision to position the city as a global creative capital under the Dubai Economic Agenda 'D33'. With this latest expansion, Elevision is setting a new benchmark for DOOH engagement, brand storytelling, and audience connection in one of the world's most creative destinations. A global creative ecosystem dedicated to design, fashion, architecture, and art, d3 offers an unparalleled and far-reaching environment for brands seeking to engage with influential, creative audiences. Through this collaboration, Elevision will introduce a cutting-edge digital network within the district, including 35 elevator screens and seven large-format outdoor digital displays. The network will enable advertisers to connect with a highly engaged and multicultural creative community, reaching more than 1,000 businesses and 19,000 professionals operating within d3, as well as visitors from beyond. Driving Innovation in Urban Communication Elevision's expansion into d3 will enhance communication and engagement within the creative community, offering a seamless digital network that supports storytelling, collaboration, and interaction among tenants, visitors, and brands. The digital screens will showcase a curated mix of content, including art, design, and fashion features, serving as a dynamic medium for creative expression and real-time community updates. 'This partnership represents a significant milestone for Elevision as we continue to grow our presence in Dubai's most influential districts,' said Niall Sallam, CEO of Elevision. 'By integrating our advanced digital network into d3, we are not only enhancing communication and engagement within the creative community but also contributing to Dubai's D33 vision by fostering innovation, supporting business growth, and unlocking new opportunities for brands looking to connect with a highly sought-after audience.' Enhancing Digital Engagement in the Creative Economy Elevision's expansion into d3 introduces an advanced digital media platform tailored to the destination's vibrant creative ecosystem. Integrating high-resolution digital displays with real-time content management enables dynamic storytelling, fosters community-driven engagement, and enhances interactive experiences for residents and visitors alike. Beyond community interaction, Elevision's state-of-the-art digital displays are a strategic platform for premium advertising. Luxury brands, lifestyle companies, design firms, tech innovators, and cultural institutions can amplify their presence within Dubai's creative economy, reaching targeted and high-value audiences in an immersive, visually compelling format. Evolving DOOH Advertising and Market Growth This expansion brings Elevision's total digital screen network to 1,875 across the UAE. It further strengthens its position as a market leader in DOOH media and reinforces its role as a homegrown UAE brand, driving innovation and shaping the evolution of urban media landscapes. Following its successful expansion into the UK market in 2024, Elevision extends its digital footprint across the Middle East and Europe, solidifying its position as a key player in the global DOOH industry. As part of its commitment to continuous innovation and digital transformation, Elevision will introduce AI-powered personalisation, data-driven audience insights, and interactive advertising formats that redefine urban communication. The company remains focused on expanding its digital footprint across Dubai's key districts, offering brands and agencies new, impactful ways to engage their audiences in high-value locations. Elevision continues to push the boundaries of what DOOH can achieve by leveraging the latest advancements in programmatic advertising, data-driven insights, and dynamic digital placements. It provides brands and agencies with smarter, more effective ways to captivate audiences and maximize ROI in Dubai and its expanding markets in the Middle East and Europe. About Elevision: Elevision is a leading digital out-of-home (DOOH) media company specializing in premium digital signage networks that shape urban environments. With a focus on technology and innovation, Elevision enables communities, districts, and property partners to engage their audiences through real-time, dynamic content across an extensive network of digital screens. Elevision's network of 2028 digital screens in 620+ premium locations across the UAE and the UK, provide advertisers with high-impact brand moments that drive awareness, engagement, and measurable results. With a thirteen-year track record of innovation, Elevision continues to redefine the Digital-Out-of-Home (DOOH) landscape through data-driven insights, programmatic capabilities, and a commitment to delivering value to both property partners and advertisers. About Dubai Design District (d3) Dubai Design District (d3), a member of TECOM Group PJSC, is a global creative ecosystem dedicated to design, fashion, architecture and art. In line with Dubai's position as the leading business destination for the region and beyond, d3 is an industry-pioneering concept that enables people and businesses to grow and co-create whilst simultaneously providing a solid platform for creativity. Strategically located in the heart of Dubai, d3 is one of the city's lifestyle and business districts that challenges thousands of people to rethink the regular. With state-of-the-art infrastructure designed to meet the needs of the industry and a business-friendly framework, the community offers creative talent the tools for collaboration and growth, further reinforcing Dubai's status as a UNESCO Creative City of Design. d3 is a cutting-edge retail district offering a variety of multi-brand boutiques, fashion brands, and art and design studios. The world's leading luxury brands, design companies and creatives, including architects, interior designers, photography studios, product and fashion designers, call d3 home. Some of the region's most popular events take place in d3 and attract international artists and audiences to cultural and fashion exhibitions and gatherings such as Dubai Design Week, Dubai Fashion Week and Sole DXB. The district also regularly hosts a roster of industry talks, workshops and educational programming, accessible to people of all ages. d3 is home to TECOM Group PJSC's business incubator – in5 – that aims to support the fashion and design industries by offering students and entrepreneurs the opportunity to transform their ideas into successful commercial ventures. This ecosystem is further supported by the Dubai Institute of Design and Innovation (DIDI), the region's only university exclusively dedicated to design and innovation, which offers a curriculum crafted with the prestigious Massachusetts Institute of Technology (MIT) and The New School's Parsons School of Design. The district also features the city's first canal side recreational development, The Block. The open-air destination offers a range of different outdoor and leisure areas including a basketball and volleyball court, a skate park, outdoor gym and climbing wall. For more information, please visit: For more information contact: The Alto Agency on behalf of Elevision Elevision@
