Dubai's Roads & Transport Authority (RTA) said it has signed a contract worth Dh1 billion ($272 million) with BackLite Media, a specialist outdoor advertising company, for the delivery of smart, advertising solutions in the emirate.

The landmark contract will see BackLite deliver new world-class designs across 26 locations – reimagining outdoor signage along Sheikh Zayed Road. Bespoke, state-of-the-art features include smart data tracking, customisable lighting and aesthetic world class design.

The RTA move comes in line with Smart Dubai’s 2021 vision to prepare the nation to embrace the future and emerge as a world-leading city, said a statement from BackLite Media.

Complementing the smart city vision of Dubai’s leadership, the new signage deployed by BackLite can be efficiently integrated with Intelligent City Management technology, it stated.

BackLite said its intelligent data system, to be deployed across its digital signage, will allow advertisers target their audiences much more efficiently with dynamic real-time content.

CEO Bill Fordyce said BackLite was delighted to continue its 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," observed Fordyce.

"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," he added.-TradeArabia News Service