Backlite Media Partners With Admobilize to Offer Clients Measurable Insight Into Cinema Advertising at Novo and Roxy Cinemas

Dubai, UAE – BackLite Media, the MENA region’s premier out-of-home (OOH) advertising company and AdMobilize, the world’s number one audience intelligence company powering digital-out-of-home (DOOH) networks with real time, fully-anonymous AI, have today announced a partnership to provide cinema advertisers with audience analytics for OOH inventory.

Backlite Media and AdMobilize are working within BackLite’s cinema network, incorporating Novo cinemas in the UAE and Bahrain as well as Roxy Cinemas in the UAE – with over 135 screens in 15 cinemas – helping cinema advertisers gather greater insights into their audience that reach far beyond ticket sales – and in real time.

Through BackLite Intelligence – a newly developed department unique to BackLite Media – clients will be able to access real-time data through their own custom dashboard. The data includes viewership of each location by time of day and night, as well as transparent audience insights including key shopping behaviour and detailed demographic information.

Advertisers will now have the flexibility to book campaigns by number of views that can be targeted by both audience demographic and geography. In order to stay ahead of the game, BackLite will provide an abundance of high-quality data which will be fast and easy to access, as well as an expert analytic perspective on how to best utilise it.

Bill Fordyce, CEO of BackLite Media, said: “We’re delighted to be partnering with AdMobilize to provide advertisers with audience analytics and meaningful data. In recent years we have seen the cinema-advertising sector stand out as a dynamic and innovative platform in today’s media market. With cinema offering that elusive proposition for some advertisers: a captive audience, we’re looking forward to the added value these insights will bring. The next step for cinema advertising will rely heavily on the insights advertisers can draw from its audiences – and their ability to refine their targeting and re-targeting campaigns”.

AdMobilize’s CEO and Founder, Rodolfo Saccoman, said: “We’re extremely proud of this partnership with one of the world’s most innovative OOH companies. Backlite has been able to solve a real problem for advertisers by providing this layer of transparency and efficiency for brands within the space. This is a real game-changer for cinema advertising, powered by creativity and technology as its core offerings.”

With the solutions in place, advertisers can expect to see validated audience performance reporting with their campaigns as Cinemas begin reopening throughout this summer.


About BackLite

BackLite Media is a specialist, out-of-home outdoor advertising company based in Dubai, in the United Arab Emirates. The company first introduced its unique unipole signs into the UAE 1996.

With an extensive range of quality out-of-home assets across key locations in the UAE, advertisers have the opportunity to target a captive and affluent audience through BackLite Media’s rigorous identification and evaluation of only prime strategic out-of-home media locations – and installing unique, elegant and technologically-advanced back-lit and digital signboards.

BackLite provides brands with access to four distinct portfolios:

  • Cinema: offering includes Novo Cinemas and Roxy Cinema
  • Malls: currently operating the advertising concession at Dubai Festival City and The Galleria Al Maryah Island, part of Gulf Related Properties
  • Destinations: BackLite operates digital media across City Walk, La Mer, Al Seef and The Beach in partnership with Meeras
  • Outdoor: architecturally- designed unipole signs along Sheikh Zayed Road (SZR), providing the only large-format network along SZR. Along with this, BackLite also operates key lamppost locations across Dubai.

About AdMobilize

AdMobilize, headquartered in Miami, FL, with offices in London, UK, Bogota, Colombia, Sao Paulo, Brazil is a venture-backed AI company with seamless solutions for implementing advanced computer vision technologies in the brick and mortar world. The company has one clear mission; connecting the physical world to the online grid. Our “drop in” solutions yield to each customer’s hardware/software needs. AdMobilize’s suite of analytics and engagement products are designed to be “Plug and Measure”, enabling real-time audience analytics and intelligence to be instantly activated at scale on any software/hardware platform. AdMobilize offers the industry’s most complete and accurate analytics/engagement solution for digital signage, OOH, DOOH, retail, live events, small business, malls, restaurants, and beyond. For more information, please visit

For more information, please contact: [email protected]