Latest news with #brandengagement
Tahawul Tech
18-07-2025
- Business
- Tahawul Tech
Beyond Pixels: How next-gen LED displays are powering immersive brand experiences
Dubai — In a region where innovation is not just encouraged but expected, immersive digital experiences are fast becoming the new language of brand engagement. Across the Middle East, from the glittering retail boulevards of Riyadh to the ultramodern hospitality destinations of Dubai, next-generation LED technology is transforming spaces into dynamic storytelling platforms. This momentum reflects the broader aspirations of Saudi Arabia's Vision 2030 and the UAE's Smart City strategy, which place customer experience, innovation, and measurable impact at the core of national progress. Fine-pitch LED displays are at the heart of this transformation, enabling a shift from static signage to full-sensory digital storytelling. These high-resolution, dynamic surfaces are not only capturing attention, but they are also retaining it. In retail, hospitality, and corporate spaces, they're helping brands move beyond one-way communication to create immersive environments that respond to visitor behavior, mood, and motion. According to the International Market Analysis Research and Consulting (IMARC) Group, the global digital signage market is expected to reach $45.5 billion by 2032i, with the Middle East seeing double-digit growth driven by smart infrastructure investments and a booming retail sector. This evolution is not just about technology; it's about human connection. In a world where consumers are inundated with content, creating physical spaces that evoke emotion, surprise, and delight can make all the difference. Research from PwC shows that 86% of buyers are willing to pay more for a better customer experience, and 65% find in-store digital engagement to be a key differentiator. Whether it's a hotel lobby that adapts visually to the time of day or a flagship store that immerses visitors in interactive brand stories, LED displays are becoming central to how experiences are designed and remembered. In this landscape, Unilumin's latest innovation, MIP-Visualperfect, represents a pivotal leap forward. Engineered for the demands of Gulf climates, MIP-Visualperfect combines the modular flexibility of traditional SMD technology with the high contrast and visual consistency of COB while avoiding the drawbacks of both. It delivers superior color consistency, flatness, and resilience across indoor and outdoor environments, offering businesses a display solution that is not only visually striking but also commercially scalable. It is more than a screen; it is a medium for real-time storytelling, analytics, and adaptability. As the 'metasight' concept gains traction in the region, the role of digital surfaces is expanding. Walls, ceilings and windows are no longer passive; they're part of the narrative. Unilumin's displays are enabling this shift by providing the visual infrastructure for environments that can sense, engage and evolve. Looking ahead, as AI, spatial computing, and digital twins become part of the built environment, LED display systems will act as interactive bridges between digital intent and physical reality, turning public spaces into intelligent, responsive experiences. Retail in the Middle East isn't just a transaction; it's a destination experience. As competition intensifies and consumer expectations evolve, immersive visual environments powered by advanced LED are turning storefronts into storytellers. MIP-Visualperfect allows retailers to not only capture attention but to sustain engagement measurably and memorably. 'The Middle East is undergoing a visual revolution not just in what people see, but in how spaces perform. The MIP-Visualperfect doesn't just meet today's immersive expectations, it anticipates tomorrow's.' As this next chapter of digital infrastructure unfolds, the opportunity for brands and businesses is clear. In a market defined by innovation and high consumer expectations, the spaces we create must be as intelligent and expressive as the people who move through them. Because in the end, it's not just about being seen, it's about being felt, remembered, and chosen. This opinion piece is authored by Zac Liang, General Manager – Gulf Area, Unilumin Group.
Gulf Business
23-06-2025
- Business
- Gulf Business
Snap's Dina Al Sabbagh on why summers are a missed opportunity for brands
Image: Supplied Long seen as a quiet period, summer in the GCC is emerging as a high-impact window for brand engagement. Snap's Dina Al Sabbagh explains how shifting behaviours, local leisure trends, and lower ad costs are reshaping the seasonal marketing playbook. Why is summer in the GCC an underrated opportunity for brands to connect and convert? There's an outdated notion that summer in the GCC is a 'dead season'. This belief has formed over the years due to extended travels that residents would take to escape the heat. As a response to that, and the absence of big cultural moments during summer, brands tended to scale back during this time. This has left a significant untapped opportunity — a strategic whitespace if you will – for advertisers who understand the benefit of reaching their audiences at a time where advertising costs less, ad clutter is reduced and many consumers are still highly active and very much spending time locally. In fact, Snap data shows that the cost to advertisers during the summer gap period (April to August) is 19 per cent lower than the average annual CPM, thus creating the most cost-efficient time of the year to run campaigns for brands. Simultaneously, as CPMs drop, transactions increase in April and June, giving brands an opportunity to capture high-intent engagement at a lower cost. Saudi Arabia, for example, is turning the summer season into a powerful cultural and commercial engine. With the travel and tourism market predicted to reach $4.3bn by 2027 (Statistica), Snapchat is where that momentum is unfolding — from trip planning to discovery. In fact, 89 per cent of Snapchatters who book holidays use creator links and 93 per cent turn to social media to find the best travel deals and promotions. How is consumer behavior evolving during the summer months? Summer in the GCC isn't slowing down — it's shifting. While international travel still peaks during summer, it is by no means a slow season for brand engagement and shopping. On one end, consumers are leaning in to the ever-growing leisure options locally, and on the other end, they're shopping in preparation for their travels abroad. The former is driven by the rapid development of the entertainment infrastructure in the GCC, giving residents more leisure options to stay, spend and explore during these months. From concerts and festivals to staycations and destination experiences, the season is becoming more dynamic. As a result, consumers are spending on entertainment and balancing international travels with more domestic trips during this season. Our research with Ipsos shows that consumers took on average three domestic trips during the summer of 2024, highlighting a growing appetite for local leisure and weekend getaways. For the latter, one interesting myth that our research debunked was that consumers wait to do their summer shopping abroad. In reality, our consumer survey shows that in Saudi Arabia and UAE, over 75 per cent of holiday shopping is pre-planned and happens locally before the trip. Whether it's to take advantage of offers, ensure preparation for a trip or simply free up time for other activities while abroad, consumers are choosing to get ahead of their travel needs. The result is a summer season that isn't just active but increasingly intentional. For brands, this creates a powerful opportunity to engage audiences who are in the discovery, planning and conversion stage all at once. How can brands show up meaningfully in real-time moments without large seasonal campaigns? You don't need a major headline campaign to stay relevant. In fact, tapping into smaller calendar moments and These mini moments help maintain brand visibility without the heavy-lift of full-scale activations. And they work. According to a 2022 NRG study commissioned by From a media planning perspective, these periods deliver a stronger ROI. CPMs during the summer gap (April –August) are 19 per cent lower than the annual average, creating one of the most cost-effective windows of the year to connect with audiences, especially when paired with high cultural relevance. Snapchatters actively discuss and share purchase decisions on the platform, before and after buying, making it essential for brands to remain top of mind. For example, during Eid and graduation season, gifting and beauty -related content spikes, while wedding season ushers in increased engagement with fashion, jewellery, and event services. Around Saudi National Day, national pride and creative expression take centre stage, with users engaging more with AR Lenses, geofilters, and Spotlight content themed around the kingdom. The opportunity for brands is clear – be present when it counts, even if it's not a major seasonal moment. In what ways are audiences reshaping the traditional marketing calendar, and what should brands do differently? Audiences today aren't waiting for big moments to engage, and that's reshaping how marketing calendars work. Traditional seasonal peaks are still important, but consumers are now engaging in more spontaneous, culturally driven ways across the year. We see brands responding by using classic moments as anchors but not as the only focus. Traditional marketing calendars now serve as tent poles for planning activities that focus on driving consumer connection online – not only around key moments, but also during quieter periods to maintain ongoing engagement. The new approach blends these key occasions with an 'always on' mindset, showing up during both peak and quieter periods, especially when attention is high and CPM competition is low. Instead of relying on large-scale campaigns, brands are maintaining engagement through smaller, strategic bursts, whether that's through platform-native creative, creator-led storytelling, or content tied to emerging trends and mini moments. The new marketing calendar is shaped less by fixed dates and more by fluid attention. Brands that build for relevance, not just seasonality, are the ones staying top of mind. How can brands tap into seasonal mindsets — such as travel, self-care, and family time — to build stronger emotional connections during summer? It starts with understanding how seasonal behaviours differ by audience, and what evolving trends are shaping consumer behaviors and decisions. Our summer research shows us that locals in Saudi Arabia and the UAE are more likely than expats to take international family trips, which creates opportunities for messaging that leans into connection, memory-making and shared experiences. We're also seeing a surge in wellness and self-care awareness – but it's not one-size-fits all. Depending on the audience, selfcare can be expressed through different ways, through beauty and grooming, physical wellness, mental clarity, or nutrition. These seasonal mindsets offer brands an opportunity to tap into what truly matters to their audiences during summer – from preparing for a trip, to winding down, or recharging for the season ahead. The key is to tap into the emotional drivers, not just calendar moments. Whether it's through creator content, narrative storytelling and AR, brands have the opportunity to engage in a timely, personal and deeply relevant manner. What role does cultural relevance play in summer campaigns across the GCC, and how can brands localise without relying on traditional seasonal clichés? Cultural relevance takes multiple forms. Whether through messaging, tonality, imagery used or playing on timely local trends and occasions, the core of it lies in a deep understanding of who your consumer is, and what they care about most during this moment in time. In the GCC, summer looks and feels different depending on where you are and who you're speaking to; from local families planning travel around Eid to younger audiences embracing wellness or celebrating graduation season. Brands that go beyond generic summer tropes and instead reflect the consumer behaviour and aspirations of their audience will build more authentic connections. This doesn't require big reinvention. It often starts with adjusting the lens by h being context-aware, tapping in on current conversations, and showing up in ways that feel familiar yet fresh. Localisation done well is subtle, intentional and emotionally attuned.
Zawya
19-06-2025
- Business
- Zawya
Multiply Media Group enters UK market with Wildstone partnership, accelerating global expansion
ABU DHABI, UAE: Multiply Media Group (MMG), a media powerhouse focused on strategic growth and meaningful brand engagement, has announced a strategic landmark long-term partnership with Wildstone, one of the world's largest owners of outdoor media infrastructure with a portfolio of over 5,400 panels. This partnership gives MMG, a subsidiary of the Abu Dhabi-based investment holding company Multiply Group (ADX: MULTIPLY), exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) sites in central London - marking a significant step in the group's strategy to create a borderless, tech-enabled media powerhouse. These assets will be commercialised and operated by BackLite Media, a subsidiary of MMG. Speaking on the announcement, Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said: Expanding into the UK marks a pivotal step in MMG's global growth journey. Our partnership with Wildstone is a key enabler of that ambition, providing us with immediate scale. Positioned as a strategic launchpad into international media markets, London offers the ideal setting for us to deliver meaningful brand experiences across one of the world's most iconic urban landscapes.' The first operational asset taken over is the Wandsworth Roundabout, which was among 13 high-traffic sites acquired by Wildstone from Transport for London (TfL) earlier this year. The site features four large-format digital screens and is situated on one of London's busiest junctions, with bi-weekly impacts of 6.2 million. James Bicknell, Group CEO of Multiply Media Group, said: 'At MMG, our mission is to shape a future-ready media group rooted in regional strength and global ambition. Partnering with Wildstone deepens our presence in a mature, high-impact market and extends Backlite's premium inventory beyond the UAE. Through MMG, we are embracing the evolving media landscape that powers dynamic and impactful campaigns — and this collaboration marks an important step in delivering on that promise at a global scale.' Damian Cox, Global CEO and Founding Partner of Wildstone, said: 'We are excited to partner with MMG as they bring their forward-thinking approach to London's DOOH market. This collaboration reflects our vision to elevate the standards of urban media infrastructure and help deliver more impactful DOOH campaigns for advertisers across London.' Multiply Media Group was officially launched in June 2025, uniting three of the UAE's market-leading out-of-home (OOH) companies - BackLite Media, Viola Media and Media 247 - under a single, tech-enabled media powerhouse headquartered in the UAE. The launch took place at the World Out of Home Organization (WOO) Annual Congress in Mexico City and was marked by a bold global DOOH takeover that illuminated cities and screens worldwide with MMG's presence. This international move into London marks MMG's first major expansion beyond the Middle East, reflecting Multiply Group's global growth strategy. With a market cap of over $7.2 billion, Multiply Group continues to build scale and impact across its verticals through disciplined, future-facing investments. With London as a strategic gateway into Europe, MMG is actively exploring further market entries in other global cities. This expansion sets the stage for new acquisitions, partnerships, and investments that align with MMG's mandate to reshape the media sector through scale and forward-looking strategies. MMG will continue to invest in high-potential media assets, catalyse growth through technology and create value-driven synergies across its global portfolio. About Multiply Group Multiply Group PJSC is an Abu Dhabi-based investment holding company that globally invests and operates in transformative, cash-generating businesses. Known for its trademark growth mindset, Multiply Group will continue to deploy capital across its two distinct arms, both of which follow a disciplined approach to investing and ensure consistent, sustainable value creation for our shareholders in the short-, medium- and long-term: Multiply, the investments and operations in long-term strategic verticals, currently investing and operating in Mobility, Energy & Utilities, Media & Communications, Wellness & Beauty, and Retail & Apparel. Anchor investments provide long-term recurring income, through which bolt-on acquisitions are made. Multiply+, the Group further engages in opportunistic, sector-agnostic investments, via mainly minority stakes in private and public markets. For more information, visit About Multiply Media Group Multiply Media Group (MMG) is a media powerhouse committed to driving performance and innovation across the sector. The company invests in high-potential media assets, catalysing growth through innovation and creating synergy across its portfolio through strategic investment and smart leadership. MMG includes BackLite Media, Viola Media, Media 247 and Purple Printing. Together, they form an integrated ecosystem built to deliver scale, precision, and sustained value. MMG provides the clarity required to lead meaningful transformation in the industry. Through targeted investment in technology, talent and innovation, it develops future-ready products and services, multiplying impact, accelerating innovation and driving long-term growth. For more information, visit About Wildstone Wildstone is the largest owner of outdoor media infrastructure in the world. The company's portfolio of over 5,000 out-of-home advertising assets includes digital advertising screens in a variety of formats, classic billboards and super premium digital sites. The company buys and rents property sites for outdoor advertising across the UK, Europe and Australia, helping property owners generate income from their unused land or building facades in high-traffic locations. Wildstone partners with media operators by offering new OOH locations as well as the expertise and is shaping the future of outdoor advertising through the digitisation of out-of-home assets. The company provides high-quality roadside media that stand the test of time, using next-generation LED screen technology that is lightweight, slim, high performing and energy efficient. Wildstone is a portfolio company of Antin Infrastructure Partners which has been supporting the company's ambitious plans since 2022. For more information, visit
National Post
12-06-2025
- Business
- National Post
Locala Launches Omni Planner to Unify Engagement Data for Actionable Media Strategies
Article content Omni Planner unifies online and offline insights to deliver clearer, more actionable strategies that boost brand engagement in every market. Article content NEW YORK — Locala has launched Omni Planner, a new solution that helps advertisers unify online and offline engagement data to improve performance across digital and in-store channels. Designed to simplify campaign planning and move marketers from insight to action, Omni Planner combines digital and real-world signals to deliver full-funnel visibility and locally tailored strategies. This enables advertisers to plan more efficiently and drive stronger results in every market. Article content By incorporating Digital Data from Similarweb into its planning capabilities, Locala deepens its investment in full-funnel insights, empowering brands and advertisers with the data they need to drive performance and protect overall business health. Article content 'In a world where the consumer journey spans devices and physical spaces, marketers need more than siloed metrics,' said Christophe Collet, CEO & Founder at Locala. 'Omni Planner is built on a decade of experience helping brands navigate fragmented markets, and it gives them a unified foundation to plan with confidence, both online and on the ground, market by market.' Article content While the solution is grounded in data integration, its power lies in helping marketers adapt strategies to local realities with ease. Built specifically for advertisers and marketers, Omni Planner eliminates the complexity of manual planning while unlocking more strategic control. Instead of generic national rollouts or disconnected tools, it equips teams with: Article content A unified view of online and offline engagement data to drive clear, cross-environment insights Competitive benchmarks that reveal how performance stacks up across digital and real-world environments Localized, scalable media plans without the hassle of manual market-by-market planning Article content 'Marketers need a holistic view of consumer behavior to plan effectively,' said Alyssa Lewis, General Manager, SVP Global Investor Vertical and OEM at Similarweb. 'By combining Similarweb's website data with Locala's real-world data, Omni Planner gives advertisers the insights they need to plan smarter and move faster.' Article content Omni Planner enables marketers to fine-tune strategy where it matters most, without the resource drain of building complex, personalized plans from scratch. And while the solution is new, Locala's localized, engagement-based approach has already demonstrated strong impact. Brands that have implemented this methodology have reported a 25% increase in attention, a 70% lift in brand preference, and a 30% boost in store visitation compared to traditional media strategies. Article content 's omnichannel advertising platform leverages granular insights and cutting-edge AI to help marketers efficiently plan, activate, and measure campaigns personalized to the local consumer. Our platform specializes in transforming complex mobility and consumer data into actionable audience insights, fueling advanced media strategies that consistently deliver smarter business outcomes. Since its inception in 2012, Locala has proudly worked with leading brands across 40 countries. With over 180 employees around the globe, Locala has offices in the United States, France, Belgium, the UK, Singapore, Malaysia, Italy, Canada, and Dubai. Article content Article content Article content Article content Article content
Forbes
21-05-2025
- Business
- Forbes
Gen Z Wants Real-Life Experiences—This New Agency Helps Brands Deliver
A new frontier in brand engagement is emerging, and it's not happening on screens. This week, the Gen Z research and consulting firm dcdx launched Offline, an agency designed to help brands tap into real-world, interest-based communities. This initiative comes at a time when young consumer behavior is shifting decisively toward authentic, in-person experiences over digital interactions. With social connection in flux and the digital fatigue of the post-COVID era becoming increasingly palpable, young adults are gravitating toward intimate, purpose-driven gatherings rooted in shared passions. A new cultural intelligence study from Eventbrite reveals that these emerging 'Fourth Spaces™', which are events formed around why people gather rather than where, are becoming essential venues for personal connection, self-discovery, and brand engagement. According to the study, 95% of Gen Z and Millennials are interested in turning online interests into real-world interactions. Different from standard group meetups, these consumers are seeking out ecosystems where identity, creativity, and community converge. The research shows that 84% of attendees have formed close friendships through such gatherings, and 45% say these events have enhanced their sense of self. Eventbrite also reports an 8x increase in board game gatherings and a 130% surge in wellness meetups like group runs. For brands looking to build lasting relationships with younger audiences, this shift presents both a challenge and an opportunity: How can they move from simply broadcasting to facilitating? Offline offers an answer to that question by functioning as a matchmaking partner between brands and their database of micro-communities. Rather than relying solely on influencers to push products, Offline enables brands to cohost, integrate with, and support grassroots communities directly. 'Just as the Influencer rose to fame, so will the Host,' says Andrew Roth, founder of dcdx and now Offline. 'The next wave of brand connection will be about who can create meaningful moments, not just viral ones.' The launch of Offline follows a successful pilot with Le Monde Gourmand, where the fragrance brand partnered with two niche communities in Los Angeles. This collaboration got the brand in front of 1,100 attendees, generating more than 600,000 impressions and more than 50 pieces of organic user-generated content. Brands investing in these types of in-person events are working to unlock the deep emotional resonance that digital campaigns sometimes struggle to achieve. Offline connects brands not with one-size-fits-all audiences, but a roster of 1,500 highly specific, self-selecting communities. If you ask veteran retail experts like Rebekah Kondat of Rekon Retail, offline events have a compounding effect, especially when recurring. She referenced ongoing brand event series like running clubs, which work well to establish deep, lasting bonds between customers and the brand. However, she also noted that for this approach to work, the brand and its products must be in solid standing. 'Events alone can't save a failing store or a brand that hasn't found product-market fit,' she said. The implications are profound for retail marketers. Offline offers a new avenue for brands to craft experiences that foster long-term relationships with new, relevant audiences. With more its network of curated communities across the country, Offline works to offer both the infrastructure and cultural fluency to help brands show up meaningfully. The attention economy may have shaped the last decade, but if Offline's momentum is any indication, the connection economy is poised to define the next one.
