Beyond the billboard: The evolution of outdoor advertising

In a world saturated with content, capturing consumer attention has become a high-stakes game. While traditional outdoor advertising – billboards, bus shelters, transit ads – once relied on big visuals and catchy taglines to make a splash, today's most effective campaigns are embracing a more immersive, narrative-driven approach: transmedia storytelling.
Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies. Each medium contributes uniquely to the narrative, adding depth and engagement while encouraging audiences to actively participate in the story.
This concept isn't new – it actually has deep roots in Hollywood, where some of the biggest blockbuster franchises pioneered the approach long before marketers caught on.
The Hollywood origins
Transmedia storytelling first gained traction in the entertainment world, with franchises such as Star Wars and The Matrix setting the gold standard. George Lucas's Star Wars universe expanded not only through its films, but also through novels, animated series, comic books, video games and even theme park attractions – each medium adding layers to the story and building a richer world.
Similarly, The Matrix didn't just live on the big screen. The Wachowskis extended their narrative through animated shorts such as The Animatrix, video games such as Enter the Matrix and interactive web content – all essential to understanding the larger storyline. This interconnected method of storytelling laid the groundwork for the way brands and creators now think about engaging audiences across multiple channels.
When applied to outdoor advertising, transmedia turns static spaces into dynamic entry points for a larger, multi-platform narrative journey.
From static to story: The evolution of outdoor advertising
A standalone billboard can only say so much. But what if it could lead audiences into a world they could explore further – through mobile interactions, social media, augmented reality, or even real-world activations? Enter transmedia outdoor campaigns.
Rather than being the story itself, the billboard becomes a gateway. For example:
A mysterious QR code on a mural leads to a character's Instagram account.
An interactive bus shelter features a riddle that ties into a branded online game.
A digital screen shows only a glimpse of a film's backstory, inviting viewers to unlock the full narrative via an app.
These experiences don't just advertise; they invite audiences to co-create and live the story.
Why it works: Layered stories, loyal fans
Transmedia storytelling works by allowing different parts of a story to unfold across multiple platforms – each offering a unique piece of the narrative puzzle. A billboard might introduce a mysterious character, while social media reveals their backstory, a mobile game lets users step into their world and a short film deepens the emotional arc.
This layered approach creates a more holistic, immersive experience that feels less like advertising and more like meaningful engagement. It's especially effective for younger audiences who prefer to discover content organically rather than be interrupted by traditional advertisements. By inviting them to explore, participate and piece together the story on their own terms, brands earn attention rather than demand it.
Real-world wins: Transmedia in action
Netflix's Stranger Things Season 4 used urban projections, missing person posters and themed pop-ups to create an eerie presence in cities before the show aired. The story unfolded across social media, augmented reality filters and on Spotify tailored to fans' viewing habits.
Nike's You Can't Stop Us campaign combined outdoor murals with geotagged Instagram posts, fitness app challenges and real-time user-generated content that added layers to the core story of resilience and community.
HBO's Westworld took it a step further with a city-wide scavenger hunt in Austin during the South by Southwest (SXSW) festival, featuring cryptic signage, in-world experiences and a fully interactive website that tied back to outdoor placements.
How brands can use transmedia in OOH
Start with the story, not the space: What is the narrative you want to tell? Who are the characters? What's the conflict or mystery? Your outdoor creative should tease or ignite the journey.
Connect the dots with tech: Use QR codes, near field communication (NFC) chips, AR filters, or geolocation tools to transition users from physical to digital.
Make each platform additive: Avoid simple duplication. Let each touchpoint (poster, video, app, live event) contribute uniquely to the story.
Encourage user participation: Let fans interact, unlock secrets, or even shape outcomes. This boosts emotional investment and viral sharing.
Plan for long-term engagement: Transmedia storytelling isn't just a one-off stunt – it's a narrative arc. Design your campaign to evolve over days or weeks.
The bottom line
From the galaxies of Star Wars to the mind-bending reality of The Matrix, transmedia storytelling has long captivated audiences by building immersive, interconnected worlds. Now, that same magic is reshaping how brands use outdoor advertising. Transmedia turns passive moments – waiting for a bus, walking down a city block – into moments of discovery. In an age when attention is the ultimate currency, turning a billboard into a gateway to the story isn't just smart – it's essential. Outdoor media can either be a powerful standalone platform for transmedia storytelling or seamlessly integrated with indoor, digital and experiential channels to create a cohesive, multi-sensory narrative journey. Whether it's the entire stage or just one scene, outdoor has the power to move the story forward.
The future of advertising isn't just about being seen. It's about being experienced.
By Dr. Stavroula Kalogeras, MBA Programme Director, Edinburgh Business School, Heriot-Watt University Dubai

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Arabian Business

3 days ago

• Arabian Business

10 business secrets of the celebrity billionaires: What Taylor Swift, Kim Kardashian and Paul McCartney can teach every entrepreneur

The list of the world's richest people is dominated by tech entrepreneurs, investors, retail magnates and billionaire funds stacked up against the corporate ladder. While the fortune is undeniable, the fame is of the type that comes from years spent in the C-suite grinding out takeover strategies and delivering monotonous speeches at dusty AGMs to audiences of identikit suits. Then, there are the celebrity billionaires. They started with fame — but they didn't stop there. The ten billionaire celebrities on this list turned cultural capital into commercial empires. We might not have their rock star cool, creative vision or iconic glamour, but professionals at every level can learn business lessons from the celebrity billionaires. Celebrity billionaire business secrets Whether you're leading a regional sales team or building a startup from scratch, there's something to learn from the boldest decisions made by today's most successful celebrity entrepreneurs. These ten billionaires didn't inherit wealth — they earned it through ownership, execution, and strategic thinking. From Taylor Swift's renegotiation of rights to George Lucas' empire-building, the lessons go far beyond Hollywood. They're about how to structure deals, protect value, and scale intelligently. Here are 10 business secrets from the world's most effective celebrity billionaires — and exactly how to apply them in your own career. Taylor Swift Net worth: $1.1bn Known for: Music, branding, intellectual property Signature business move: When Taylor Swift lost control of her early music masters, she didn't complain — she outmanoeuvred. By re-recording her albums and releasing 'Taylor's Versions,' she created a second wave of revenue, retained artistic control, and made owning her content a cultural statement. Each re-release was treated like a new product launch, with deluxe editions, targeted marketing, and global fan engagement. It was a bold, complex act of business pivoting: turning a contractual setback into a billion-dollar opportunity. What entrepreneurs can learn: When you face a challenge, learn to, well, shake it off. Swift's fortune-making strategy is about turning risk into leverage. Most professionals don't own intellectual property, but we all own client relationships, data, or brand equity. Revisit the assets you already have — past campaigns, long-term customers, unused content — and ask: Can I relaunch or repurpose this to serve today's market? Her strategy also shows the power of controlling your narrative. In any industry, perception is value. Don't just work hard — own how your work is positioned. Quote: ''I tried to pick my battles 'til the battle picked me.' Steven Spielberg Net worth: $5.3bn Known for: Film direction, studio equity, intellectual property Signature business move: From Jaws to Jurassic Park, the Hollywood director has been making movies that are monster smashes at the box office for decades. Spielberg didn't just direct films, though. He co-founded DreamWorks and negotiated profit-sharing agreements across multiple studios and platforms. He's earned hundreds of millions not just from box office hits, but from backend rights, theme park deals, and long-tail licensing. What entrepreneurs can learn: If we can learn anything from Spielberg, it is to think in layers of revenue, not just projects. For corporate leaders, this might mean monetising services through partnerships; for SMEs, it could mean creating new income streams from existing IP or data. It's also a reminder that influence without ownership is fleeting. Creators, marketers, and strategists alike should look at how their work generates value — and who benefits. Also, bigger is always better, but it needs a personal approach. Quote: 'All good ideas start out as bad ideas — that's why it takes so long.' Kim Kardashian Net worth: $1.7bn Known for: Branding, fashion, beauty tech Signature business move: Recognisable around the world and a celebrity founded outside the traditional routes. Not a singer, not an actor, not a writer, not a sports star. Other than fame – what does she do? With clothing brand SKIMS, Kim Kardashian proved that she's not just a marketer — she's a founder who understands supply chains, digital commerce, and product design. Instead of licensing her name, she co-created a shapewear brand grounded in inclusivity, engineered fit, and e-commerce optimisation. She tested designs in public, gathered feedback in real time, and scaled fast — pushing SKIMS to a $4bn valuation within four years. What entrepreneurs can learn: Kardashian's success hinges on customer insight and operational focus. Whether you're launching a product or managing a team, ask yourself: Do I understand my market as well as she understands hers? Build feedback loops, simplify product offerings, and design experiences that reflect real user needs. Her model shows that brand alone isn't enough — operational discipline and smart execution turn attention into margin. Quote: 'You can say a lot of things about me, but you cannot say I don't work hard. I don't sing. I don't dance. I don't act. But I am not lazy.' Paul McCartney Net worth: $1.3bn Known for: Music, publishing rights, royalties Signature business move: While in The Beatles he famously sang that he doesn't care too much for money, because money can't buy love. The sentiment is fine, but masks the fact that McCartney spent years splashing the cash on serious investments. The Beatles lost the rights to their songs early in their career, so Sir Paul spent decades reacquiring music rights — both his own and others'. He invested touring revenue into publishing deals, created a lean business around his brand, and treated every tour, gig and opportunity as part of a long-term financial plan. His publishing empire now spans generations, and his catalogue generates consistent income without overexposure. What entrepreneurs can learn: McCartney shows the power of patient, asset-focused business thinking. Even if you're not managing a global IP portfolio, the principle is the same: invest in assets that compound. For managers, that could mean training staff who stay and grow; for freelancers, it might mean building reusable frameworks. Don't just complete the job — build structures that pay off later. Quote: 'I should be able to look at my accolades and go, 'Come on, Paul. That's enough.' But there's still this little voice in the back of my brain that goes, 'No, no, no. You could do better. This person over here is excelling. Try harder!' J.K. Rowling Net worth: ~$1.0bn Known for: Publishing, licensing, brand control Signature business move: Making money isn't magic – there is strategy behind it. Sure, it might need a spark of inspiration and genius, but that has to be followed up with solid management and adherence to well-regarded principles. British author J.K. Rowling had the magical start to write the stories beloved around the world, but the real money came when she retained key rights to the Harry Potter universe. That meant she was able to oversee, not to mention profit from, the books, films, games, stage plays and theme park deals. Through Pottermore, she has digital control and licensing oversight — allowing her to shape not just stories, but strategy. What entrepreneurs can learn: Rowling built a multi-platform business by owning and protecting the integrity of a single powerful product. Even if your company doesn't have global IP, you have processes, packages, and client experiences that can be licensed, scaled, or adapted. Her story is a case study in brand governance and strategic patience — both rare, both powerful. Quote: 'It is impossible to live without failing at something, unless you live so cautiously that you might as well not have lived at all.' Jay-Z Net worth: $2.5bn Known for: Music, brand ownership, venture capital Signature business move: Jay-Z became a billionaire by doing a lot more than rap about money, wealth, hustling and grinding. Shifting from endorsements to ownership he helped build luxury drinks brands, built and sold streaming platforms and launched record labels. In Beyonce he has a wife with similar entrepreneurial drive and doesn't need help with bills. When Jay-Z exited some of his businesses, he did so having created real value. His venture firm, Marcy Venture Partners, now backs startups across tech, lifestyle, and sustainability. What entrepreneurs can learn: Jay-Z's path is a lesson in owning the infrastructure, not just appearing in the campaign. For business leaders, this means focusing on core processes and platform control — not relying on third parties. It's also about timing your exits and knowing what your equity is really worth. Whether you're a CMO or a startup founder, don't just build presence — build permanence. Quote: 'I'm not a businessman, I'm a business, man.' Oprah Winfrey Net worth: $2.8bn Known for: Media, equity deals, business leadership Signature business move: Initially famous for a talk show and being beamed to TV sets in millions of homes around the world. But Oprah, so famous she is known just by the first name, didn't just host — she owned. Through Harpo Productions, she licensed content instead of working for networks, allowing her to retain residuals and reinvest in future projects. Her equity stake in Weight Watchers and partnership with Apple TV+ show a consistent strategy: attach to businesses she believes in, and let trust drive the valuation. What entrepreneurs can learn: Oprah's biggest asset is audience trust. Fans have been by her side for decades and she has built a brand on authenticity. This, in any business, can be converted it into deal leverage. In any business — B2B or B2C — trust accelerates adoption and justifies margin. Her model also shows that brand values must match business goals. Whether you're leading a company or managing a small team, consistency between message and action is how loyalty compounds. Quote: 'The big secret in life is that there is no big secret. Whatever your goal, you can get there if you're willing to work' George Lucas Net worth: $5.1bn Known for: IP creation, licensing, franchise development Signature business move: 'Do, or do not. There is no try'. So said Yoda. 'In my experience there is no such thing as luck'. That is the wisdom of Obi-Wan Kenobi. 'Never tell me the odds,' said Han Solo. The entire Star Wars universe can act as a quotable parable for business success. But for creator and one-time-owner of the IP George Lucas the real stroke of genius was retaining the merchandising rights to Star Wars when others thought they were worthless. That decision made him billions. From toys to streaming spin-offs, his control over the Star Wars universe gave him decades of revenue, culminating in a $4bn sale of Lucasfilm to Disney — paid in part with equity, not just cash. What entrepreneurs can learn: Lucas shows that structuring the right deal upfront can define your career. Entrepreneurs must ask: What rights am I giving away — and what am I keeping? Don't be so focused on raising capital or landing a client that you forget to protect the upside. His long-term licensing vision is relevant to anyone negotiating recurring revenue models, brand usage rights, or service contracts. Oh, and if all else fails 'use the force!' Quote: 'You simply have to put one foot in front of the other and keep going. Put blinders on and plow right ahead.' Rihanna Net worth: $1.4bn Known for: Beauty, fashion, consumer product strategy Signature business move: Grammy awards, millions of album and digital streaming sales, movie appearances and widespread media appearances took Rihanna to the peak of the fame mountain. But business acumen turned the millions into more than a billion and it wasn't an umbrella-branding deal that did it. Rihanna built her Fenty Beauty brand with LVMH as a direct challenge to an industry that often ignored diversity. Her launch strategy tapped into unmet demand with surgical precision. She combined celebrity reach with enterprise-grade supply chains, an e-commerce-first model, and laser-focused product positioning. What entrepreneurs can learn: The takeaway here is customer segmentation + executional excellence. Rihanna didn't just identify a gap — she filled it with the right team, right partnerships, and right product fit. Whether you're in software, healthcare, or finance, you win by solving underserved needs better than anyone else. Her use of digital feedback, influencer marketing, and lean inventory should be studied by every product or brand leader. Quote: 'When a door closes, you have two choices: Give up or keep going. Let them shut you down, or prove them wrong. We all start somewhere; it's where you end up that counts.' Jerry Seinfeld Net worth: ~$1bn Known for: TV syndication, minimalist business models, brand longevity Signature business move: The TV star and writer is laughing all the way to the bank after becoming the richest comedian of all time. There is nothing funny about money, but Jerry Seinfeld turned the laughs into loot by retaining co-ownership of his hit TV show. That means every subsequent streaming or syndication deal means he gets paid again. He didn't dilute, didn't overextend, and has monetised time after time. Like his well-crafted one-liners, business deals have been delivered with precision, from Netflix specials to clean, controlled IP licensing. What entrepreneurs can learn: Seinfeld offers a masterclass in lean business models. He kept teams small, products focused, and ownership intact. His model is relevant for professionals aiming to scale without complexity — consultants, boutique agencies, even product teams can learn from his approach: fewer moving parts, more margin, tighter control. Quote: 'People don't turn down money. It's what separates us from the animals.' Celebrity billionaire secrets These billionaires are celebrated for creativity and fame, but also business acumen. They're operators who mastered control, scale, and storytelling — not just attention. Whether you're a founder, a strategist, or an executive, the lessons are clear: Own your leverage Structure smart deals Execute with discipline Build for the long term Fame opened the door. Business acumen built the empire. There is a lesson for us all there.

Middle East Eye

03-06-2025

• Middle East Eye

Hit TV show Andor spurs viewers to draw parallels to Israel's war on Gaza

Fans of the Star Wars prequel series Andor have taken to social media this week to draw comparisons between Israel's war on Gaza and the show's narratives of occupation, resistance, and authoritarian violence. Set as a prequel to Rogue One: A Star Wars Story, the Andor series traces the formation of the Rebel Alliance and Cassian Andor's role within it, focusing on the rise of resistance against the Galactic Empire. It provides context to the political and social conditions that shaped the early rebellion and expands on characters and events that influence the broader Star Wars narrative. Following the first season, which aired in late 2022, Andor viewers took to their social media accounts throughout the last season, drawing parallels between the show and Israel's war on Gaza. Specifically likening the Empire to Israel and the US, and the Palestinians to the people of Ghorman. Make no mistake, this shit is real. Right now. Just today, Israel announced the complete elimination of Gaza. Open your eyes to what this show represents. Real life genocide. If we don't engage with that then there is no purpose. So let the aid in and free Palestine. #Andor — Andres Cabrera (@SquadLeaderAce) May 7, 2025 In an opinion piece published back in April for The Guardian, film critic Radheyan Simonpillai detailed the similarities that were also echoed among viewers. 'In the new and final season of Andor, an occupied civilian population is massacred; their cries for help ignored by the Empire-run media, which instead paint the victims as terrorist threats to public safety. Meanwhile, the politicians who have enough backbone to speak out, and use the word 'genocide' to describe these aggressions, are met with violent suppression.' New MEE newsletter: Jerusalem Dispatch Sign up to get the latest insights and analysis on Israel-Palestine, alongside Turkey Unpacked and other MEE newsletters 'Star Wars fans will be forced to reckon with how this story isn't about what happens 'a long time ago, in a galaxy far, far away'. It's about what's unfolding right now in Gaza.' Just watched this series and kept saying it reminded me of Israel and Palestine. Especially the part where they demonize those people in collusion with the press to manufacture consent for their genocide / destruction of their planet. — Anna (@annaskiba16) June 2, 2025 Although it is not certain that Andors' creator Tony Gilroy had Gaza in mind when writing the second season, he did mention Palestine as an example of the history that informed the show in a 2022 Deadline interview. In addition, actors from the show, like Irish actress Denise Gough, who plays a villain in the series, have been vocal about their support for Palestine. 'Andor' actress: 'I refuse to stay silent on Gaza.' "We're being asked by Palestinian people to speak,' so those who don't speak out can't say 'I didn't know what to do' says Denise Gough. WATCH: — BreakThrough News (@BTnewsroom) May 31, 2025 A recent Reddit post, in which a social media user says they have 'never felt more on the side of the Palestinian cause', has brought the conversation on the parallels between the show and Gaza back into the limelight one month after the finale aired. 'It showed me the side of resistance we often grapple with, the side where resistance more often than not becomes an armed resistance when the peaceful part of resistance doesn't get you anywhere,' the post reads. 'When your land is taken forcibly, when your city is besieged, when your land, sea, and air borders are controlled by an occupying entity, and you are left with one choice, to fight back, even if the empire (Israel/US) is overwhelmingly stronger, more powerful, and better funded.' The person continued to write that although the story is fictional, it made them see that in 'fighting an empire, you do not get to choose the terms. You are forced into the shadows, pushed into impossible choices, and made to sacrifice lives so others might have a future'. 'Right now, in Gaza, people are making those same impossible choices. When your children are bombed to smithereens, starved to death, your hospitals destroyed, your homes flattened, and the world either watches in silence or arms your oppressor, resistance stops being about right or wrong. It becomes survival.' This brought about a flow of responses that agreed with the post's writer. 'There is a shot of Gorman with white buildings and a golden dome-like structure reminiscent of the dome of the Rock. I immediately thought of Palestine.' Others disagreed that there was a parallel between the armed resistance of Palestinians to that of Ghorman's Rebel Alliance. 'People comparing the rebellion to Hamas is definitely not what I thought I would see today yet here we are," one person responded. There are also those who argue that attempting to draw the parallel in the first place was futile. 'Human history doesn't have a narrative as simple as Andor and never will,' one person said. 'What happened on Oct 7th was unjust and horrifying and counterproductive. What is being done in response is unjust and horrifying and counter productive.' The Reddit post found its way to X, and one person posted a screenshot of the thread, joking that it would be the end of the series. nah, they're about to cancel this series — Sana Saeed (@SanaSaeed) June 1, 2025 While many joked that the show cannot be cancelled now that it's already done, others highlighted the irony of how the show was produced by Disney, which has historically aligned itself with being pro-Israel. "I still cant process that disney backed a show about resistance while staying silent on the real thing happening in Gaza," one social media user wrote on X. "Ironic doesnt even cover it."

Time Out Abu Dhabi

07-05-2025

• Time Out Abu Dhabi

There's a Disney theme park resort coming to Abu Dhabi

Pack your Mickey ears and get ready for a whole new world, because Disney Abu Dhabi is officially coming to Abu Dhabi. Yes, you read that right. The happiest place on earth is setting up shop on Yas Island and it's going to be unlike anything we've seen before. Set to be the seventh Disney theme park destination in the world, it isn't just a wish upon a star, Disney CEO Bob Iger himself came to Abu Dhabi to make the big announcement, confirming that the dream is becoming reality. It's set to be the most advanced and interactive Disney destination ever built. Big words? Sure. But if anyone can deliver on the magic, it's Disney. Behind the scenes, the Walt Disney Imagineering team and those at Miral are already hard at work designing the park, dreaming up rides and experiences that will blow your socks off. And thanks to Yas Island's stunning waterfront setting, Disney Abu Dhabi will be able to tell stories in bold, new ways *shrieks with excitement*. But it's not just about tech and views – it's about celebrating where we are. Disney Abu Dhabi will be authentically Disney but it will also feature distinct Emirati themes woven through the entire experience. Expect stories, characters, and design elements that reflect the UAE's culture, traditions, and future-facing energy – all brought to life in true Disney style. From new takes on beloved characters to dazzling new worlds built just for this region, the park promises to bring Disney's storytelling to life in ways we've never seen before. Yas Island has never been one to do things by halves, and we're betting this Disney debut will be just as over-the-top, family-friendly, and utterly fabulous as the rest of the island's offerings. Whether you're a Marvel mega-fan, a Star Wars loyalist, or someone who still cries when they hear 'Let It Go', your dream vacation spot just got even cooler. Bob Iger, chief executive officer of The Walt Disney Company said: 'This is an extraordinary opportunity for Disney to bring its renowned storytelling to yet another region of the world with a completely new theme park experience that will be a cultural, entertainment and technological marvel. 'Abu Dhabi's position as an international crossroads, its embrace of global culture, and its ambitious vision for the future make it a perfect location for Disney to reach millions of new families and captivate guests for generations to come.' Speaking of the concept that Disney will bring to the UAE, Josh D'Amaro, chairman of Disney Experiences, said: 'The concept for this resort will push the boundaries of theme park design, showcasing groundbreaking technology and visionary architecture, including a modern castle unlike anything we've ever created. 'This project, together with our ambitious expansion plans in Florida and California, will create thousands of new jobs in the US as we enter into a new era of expansion.' Stay tuned – we'll be updating faster than you can say Bibbidi-Bobbidi-Boo as soon as more magical details drop. In the meantime, we're already dreaming of castle selfies, churros, and spinning teacups… More going on in Abu Dhabi UAE residents can now save big time on flights thanks to a new Skyscanner feature No complaints here You can now get a robotaxi from Zayed International Airport Trips to the airport just got an upgrade Abu Dhabi's best restaurants: Everywhere you should eat at least once Your dinner inspo is sorted 20 incredibly fun ways to explore Abu Dhabi after dark The city is at its most fascinating once the sun goes down