BackLite Media, Dubai’s premier out-of-home (OOH) advertising company, is transforming outdoor signage in Dubai with never-before-seen aesthetics and cutting-edge technology following a landmark 12-year deal, valued at AED1 billion, signed with the Dubai Roads & Transport Authority (RTA).

The new contract will see BackLite deliver a mix of digital and traditional outdoor signage across 26 locations along Sheikh Zayed Road, including the Golden Boulevard – between Dubai World Trade Centre and Interchange 1 – and up to the Mall of the Emirates.

The digital signage solutions by BackLite will be in a class of their own, and will usher in a new era of outdoor signage to the city, using technology and visual solutions that are far ahead of the systems used in global hubs across the world.

Taking both the visual appeal and the overall cityscape into consideration, the new signage integrates the best in modern technology with features such as smart data tracking that adds incredible value for advertisers.

Complementing the smart city vision of Dubai’s leadership, the new signage deployed by BackLite can be efficiently integrated with Intelligent City Management technology. BackLite’s intelligent data system, to be deployed across its digital signage, will allow advertisers target their audiences much more efficiently with dynamic real-time content.

A highlight of the new signage are the design approaches that span not just the visual splendour of the displays, but also in BackLite’s approach to the pillars themselves. Both the design and display are expertly suited to accommodate the expansion needs of RTA.

Bill Fordyce, Chief Executive Officer of BackLite, said: “We are delighted to continue our long-term partnership with RTA, in bringing innovative signage to Dubai – which are not only best-in-class and of the highest aesthetic standards but also meet the Smart City vision outlined by Dubai’s leadership. With the industry-leading technology deployed, our signage will add excellent value to advertisers in addition to creating a powerful visual identity for the city. We are thankful to RTA for recognising our recommendations for the signage overhaul of the most strategic locations in the city, which will further contribute to civic pride and underline Dubai as a world-class city.”

BackLite will bring a rare and unseen energy and visual appeal to the signage solutions along Sheikh Zayed Road following the contract, that underlines its reputation as best-in-class in the region.