Outdoor advertising companies in Dubai, as all advertising companies worldwide, aspire to accomplish one fundamental task, which is to capture the attention of the audience and induce it to take action. In the past, advertising mediums used were mostly newspapers, television, radio, and out-of-home advertising mediums such as billboards. In recent years outdoor digital advertising was introduced which led to a change in traditional mediums of outdoor media advertising along with more advanced printing capabilities and new broadcasting methods.

With the emergence of the internet, outdoor advertising companies in Dubai and worldwide found a more advanced way to target specific demographics and to reach the right audience for their running campaigns, which made digital advertising a more appealing medium of advertising compared to traditional advertising. However, there is an advantage offered by outdoor digital advertising when it comes to digital billboards related to the fact that billboards are not seen as being an inconvenience, and in some cases, out-of-home advertising can even take a form of art.

The question remaining for outdoor media advertising is how to capture the attention of people passing by. The answer represents the future of outdoor digital advertising, which relies on using interactive technologies turning billboards into more than just a static image painted on a wall. Nowadays, out-of-home media advertising is frequently generated through digital billboards that enable ads to rotate, displaying consequently several ads at once; additionally to the emergence of smaller digital screens that are planted next to high traffic areas such as shopping centers or bus benches, which however can be sometimes ignored by people passing by.

In order for outdoor media advertising to work, it really needs to capture the attention of the consumer by directly speaking to him and letting him feel involved in the message conveyed.

Here we can talk about smart advertising where the advertisement can dynamically interact with its environment by receiving and sending data. This sort of advertisement has been around for some time now with outdoor advertisements conceived to be able to adapt the generated message based on the weather or based on the time and date for example. However, a more advanced model is proposed for outdoor media advertising where digital billboards can dynamically react to their environment, changing the content displayed on the screen in real-time based on the data collected about the human being passing by.

For this innovation to happen, digital billboards will need to be equipped with different advanced technologies such as cameras, radars, infrared, and antennas; which will play the role of the "eyes" and "ears" of the billboard to be able to capture and analyze data on the spot in order to display the right message adapted to the current environment or situation.

Smart billboards equipped with such technologies are starting to appear in different places around the globe and they represent an early prediction of where the world of advertisement is heading in the coming years; where traditional methods have become outdated and new trends need to see the light in order to regain the attention of consumers.