Hypermedia, a subsidiary of W Group Holding, has launched what it says is the UAE’s most advanced real-time programmatic digital out-of-home (DOOH) advertising system, marking a significant shift in how outdoor advertising works across the country.
The new system is being rolled out in phases across Hypermedia’s network of more than 4,000 digital screens, which together generate over 100 million impressions every day. Initially, the technology will be deployed at selected high-traffic locations, with plans to expand across the full network.
Unlike traditional outdoor advertising, which relies on fixed placements and estimated audience reach, Hypermedia’s new ecosystem allows ads to respond to real-world conditions in real time. This includes changes in location, time of day, crowd movement and audience behaviour, enabling advertisers to adjust messages dynamically.
Hypermedia’s programmatic offering includes two types of digital screens. Around 250 “smart” screens are equipped with sensors and edge-processing technology, allowing ads to change instantly based on environmental data such as crowd flow and dwell time. Another 1,500 screens are programmatic-ready, meaning they can be bought automatically through digital platforms and optimised through scheduling and data triggers.
These screens are spread across major locations in the UAE, including 53 Dubai Metro stations, retail centres, ENOC petrol stations and prominent destinations such as Palm Jumeirah, Expo City Dubai and Hudayriyat Island.
The technology powering the system, known as AiOO, analyses anonymised demographic and behavioural signals to decide when and how ads should appear. Rather than identifying individuals, the system reads the surrounding environment — such as whether people are moving quickly, stopping, or spending time near a screen — to determine which content is most relevant at that moment.
Hypermedia says its platform draws on more than 600 lifestyle, behavioural and intent-based audience categories, allowing brands to plan and measure campaigns with greater accuracy. Ads can also be sequenced across multiple screens, enabling brands to tell a story as people move through different locations.
Philip Matta, CEO of Hypermedia, said the launch represents a fundamental change in outdoor advertising. “This is not just a technology upgrade. We are turning urban spaces into intelligent, data-driven environments where advertising can react and deliver measurable outcomes,” he said.
Dylan Temple-Heald, Head of Programmatic at Hypermedia, said outdoor advertising has long been treated as a static medium. “People are constantly moving, and now our screens can move with them. This allows for automated buying, real-time optimisation and clearer measurement of performance for brands,” he said.
Hypermedia said the system has been designed with privacy as a core principle. It does not use facial recognition, and all data processing complies with UAE data protection laws as well as GDPR standards.
The company positions the launch as a step towards aligning outdoor advertising with the UAE’s broader smart city ambitions, where infrastructure is increasingly connected, responsive and measurable.
