From Adventure Films to Digital Out-of-Home: Niall Sallam’s Remarkable Journey as CEO of Elevision
A Life of Adventure and Innovation
Born in Winnipeg, Manitoba, and raised in Saskatoon, Saskatchewan, Niall Sallam has had a life marked by creativity and innovation. After completing high school, Niall pursued Political Science at the University of Saskatchewan before branching out into film production at Vancouver’s Trebass Institute. His career began in Whistler with Gravity Productions, where he helped bring the thrill of adventure sports—particularly snowboarding—to life. This early exposure to the media industry would lay the foundation for his future endeavors, equipping him with a deep understanding of storytelling and audience engagement.
Entrepreneurial Beginnings: From Restaurants to Real Estate
Niall’s entrepreneurial spirit soon led him beyond the film industry and into new ventures, including the restaurant business and real estate development in British Columbia. These experiences honed his skills in business strategy and client relations and gave him invaluable insight into running a business. But his journey was only beginning. When he moved to Dubai in 2009, he set his sights on an emerging field that would come to define his career: Digital Out-of-Home (DOOH) advertising.
The Rise of Elevision in Dubai
In 2011, Niall founded Elevision, a company that has since become a leader in the DOOH advertising industry. Under his guidance, Elevision has grown rapidly, shaping the landscape of digital media in commercial and residential spaces across Dubai. The company’s digital screens are now a common sight, elevating the advertising experience for brands and viewers alike by providing engaging, contextually relevant content in high-traffic areas. Niall’s vision was not merely about screens but about connecting people and creating memorable experiences for urban audiences.
The DOOH Industry and Elevision’s Approach to Innovation
With expertise in the DOOH and Out-of-Home (OOH) advertising spaces, Niall has been a pivotal figure in propelling Elevision forward with cutting-edge technology. From interactive displays to real-time content updates, Elevision utilizes tech-driven strategies to keep viewers engaged. Niall believes that DOOH is more than just an advertising medium; it is a bridge between brands and communities.
A significant focus of Elevision’s strategy is programmatic media buying, allowing advertisers to optimize placements and reach their audience with data-driven precision. “Programmatic buying has transformed the way brands interact with audiences,” Niall explains. By leveraging technology, Elevision maximizes the impact of each ad while minimizing waste, creating a win-win for clients and consumers alike.
Pioneering Proptech: Digitally Enabling Properties
Beyond traditional DOOH, Elevision is breaking new ground by integrating digital technologies into property management. As the concept of “Proptech” gains traction, Elevision is working to digitally enable commercial and residential properties, turning buildings into more than just physical spaces. Through its screens and tech solutions, Elevision enhances the tenant and visitor experience, providing real-time updates, local news, and curated content tailored to each property’s unique environment.
This shift toward digital enablement is also paving the way for sustainable practices. Niall emphasizes that Elevision’s approach benefits property managers by offering environmentally friendly alternatives to traditional advertising. By reducing reliance on paper-based signage and employing energy-efficient technologies, Elevision aligns its business model with sustainability goals, contributing to a greener urban landscape.
Audience Measurement and Community-First Initiatives
Niall’s leadership at Elevision is not solely driven by technology but also by a community-centered ethos. Elevision prioritizes accurate audience measurement, using data to ensure content remains relevant to its viewers. This commitment to transparency and effectiveness sets Elevision apart, demonstrating the brand’s dedication to providing value to both its clients and the wider community.
In addition, Elevision places a high value on community-first initiatives for property managers. These initiatives include tailored content that aligns with the interests of tenants and visitors, creating a sense of belonging within each property. Niall believes that advertising should serve the community, not intrude upon it, and his approach reflects this belief in every Elevision project.
The Importance of Harmony and Outdoor Passions
For Niall, balancing his professional success with personal well-being is paramount. Outside of the office, he spends his time outdoors, embracing activities such as mountain biking, skiing, running, and backcountry exploration. This passion for nature fuels his positive outlook, reminding him of the importance of balance in a demanding industry. “Staying active keeps me grounded,” Niall shares, highlighting how his hobbies contribute to his resilience and focus.
Looking Ahead: Elevision’s Future Vision
As Elevision continues to grow, Niall has his sights set on establishing the company as a world-class media organization. His goal is to enhance audience experiences while providing a rewarding workplace for his team. By keeping innovation at the core of its strategy, Elevision is poised to expand its influence across the region and beyond, setting new standards for the DOOH and Proptech industries.
Niall remains passionate about building a sustainable, community-focused business and contributing positively to the industry. As a main spokesperson for Elevision, he is open to discussing topics such as the evolution of DOOH and OOH, programmatic media buying, audience measurement, and the future of Proptech. His extensive knowledge and experience make him a valuable thought leader in the media landscape, with insights that extend beyond advertising to include business strategy, startup growth, and early-stage investing.
Connecting with Niall Sallam: Insights from a Leader in DOOH
For those interested in understanding the dynamics of the DOOH industry or seeking advice on digital enablement for properties, Niall Sallam stands out as a thought leader with a wealth of knowledge and experience. His journey from adventure films in Whistler to leading Elevision in Dubai exemplifies the power of innovation, community focus, and strategic growth in a rapidly changing media landscape. Niall’s work continues to inspire, setting a high bar for digital media excellence.
