Transforming Digital Out-of-Home Ads, New Reel Update, Small Business Marketing Trends, Plus Much More

We’re here to help you keep up to date on all things media, data and tech. Check out these must-read industry updates for November.

New Era of Digital Out-of-Home Ads in the UAE: BackLite Media Partners with VIOOH

Exciting news for advertisers. UAE-based out-of-home advertising leader, BackLite Media, has just partnered with VIOOH, a global digital out-of-home (DOOH) platform, marking VIOOH’s first foray into the Middle Eastern market.

This partnership is a game-changer for advertisers looking to reach Dubai and Abu Dhabi’s diverse and ever-growing audience. With VIOOH’s programmatic technology, brands can now access BackLite’s premium inventory—over 300 digital screens in key locations like Sheikh Zayed Road, major malls, and bustling outdoor spaces. Whether targeting residents, tourists, commuters, or shoppers, this network offers unique flexibility and precision.

VIOOH’s Chief Customer and Revenue Officer, Gavin Wilson, noted the strong demand for DOOH options in the UAE, saying this partnership will allow advertisers to enjoy the benefits of programmatic, data-driven ad placements. Sean Gadsby, Head of Programmatic at BackLite, echoed this enthusiasm, highlighting the potential to reach new, high-value audiences through VIOOH’s global reach.

With the UAE emerging as a hub for tourism and business, this collaboration couldn’t come at a better time. Now, brands have a powerful new way to connect with consumers in one of the world’s most dynamic regions—delivering targeted messages to the right audience, at the right place, and the right time.

Sources: Social Media Today, Campaign Middle East, VIOOH

Instagram’s Latest Reel Update Could Help Boost Creators Engagement

It’s not confirmed for a full rollout just yet, but the notes could soon be exclusively available to creator accounts—the ones who would likely benefit the most. Plus, with Reels now driving a whopping 200 billion views per day across Instagram and Facebook, understanding these data points could be a big step in crafting content that clicks with Meta’s algorithm.

While general users may not notice or care, this test could be the latest nudge to get creators thinking more about the nuances of Reels strategy, making it a win for anyone looking to amp up their IG game.

Sources: Influence News Now and Social Media Today

Small Business Marketing Trends Report: How SMBs Are Tackling Today’s Digital Challenges

Are you wondering what’s driving small business marketing in today’s fast-paced landscape? LocaliQ’s latest Small Business Marketing Trends report dives deep into the top challenges and trends that 730 small businesses are navigating to stay competitive.

The survey reveals that social media is the go-to platform for SMBs, outranking SEO and email. This choice makes sense—Facebook’s massive user base is hard to ignore. But LocaliQ suggests there could be more to gain from tapping into other channels, like SEO and video, for broader discovery.

Interestingly, search ads stand out as the top-performing tool, with SMBs reporting the highest satisfaction with this format. Facebook reigns supreme as the top platform, with video ads coming in close behind—despite only 29% of SMBs using them. Short-form video is especially appealing, as TikTok and Instagram Reels continue to gain popularity. The challenge? Limited resources to create consistent video content, though new AI ad tools may soon make this easier for small teams.

And speaking of AI, it’s making a serious impact. More SMBs are embracing AI for tasks like content creation and social media management, giving them a leg up in creating and managing campaigns.

Sources: Social Media Today & AJ Tatum Digital

LinkedIn Video Ads Just Got a Performance Boost: DoubleVerify Expands Measurement Tools for Advertisers

LinkedIn advertisers, you’re in for a treat. DoubleVerify, the trusted name in media quality measurement, is now expanding its independent assessment tools to cover LinkedIn’s premium video inventory. This means LinkedIn video advertisers will soon have another reliable way to track and optimize their ad performance.

DoubleVerify specializes in evaluating key metrics like viewability and ad placement, offering insights to help brands align their campaign outcomes with LinkedIn’s own reporting. With video content growing rapidly on LinkedIn (up 34% since last year), this new measurement capability couldn’t come at a better time.

According to DoubleVerify, this expansion lets advertisers verify that their video ads are visible and safe from invalid traffic on LinkedIn. Through DV Pinnacle, DoubleVerify’s analytics platform, advertisers can dig deeper into ad performance insights and make data-driven tweaks to boost their LinkedIn video campaigns.

With LinkedIn actively promoting video via in-feed carousels and even a dedicated video tab, video ads are set to play an even bigger role on the platform. This added layer of independent verification will give advertisers peace of mind as they lean into LinkedIn’s evolving video space.

Sources: Media Daily News, Social Media Today and Exchange Wire

IAS Brings Attention Metrics to Publishers: A New Way to Measure Engagement

Publishers, get ready for a new tool that could transform the way you showcase ad inventory. Integral Ad Science (IAS), known for ad verification and brand safety, has launched Quality Attention for Publishers, a machine-learning-powered tool that helps publishers gauge how much attention readers are likely to give their webpages.

Attention metrics are gaining popularity in digital advertising, shifting the focus from traditional viewability stats to measuring quality engagement. IAS’s tool, already available to advertisers, now gives publishers and supply-side platforms (SSPs) access to this data, enabling them to demonstrate inventory quality, boost ad effectiveness, and optimize user engagement.

As advertisers increasingly prioritize attention-based metrics, even major players like The New York Times are embracing this shift, partnering with attention measurement company Adelaide to create benchmarks. While attention metrics are still a relatively new development—IAS only launched their version for advertisers in January—their potential to refine audience engagement strategies is creating real excitement in the industry.

Though some publishers have been cautious about their relationships with verification companies, this move by IAS could signal a shift towards more transparency and a focus on high-quality ad environments.

Sources: TikTok Newsroom, Social Media Today, and Mashable Middle East