How Hypermedia is driving programmatic digital OOH.
Hypermedia, a subsidiary of W Group, is playing a major part in creating the journey of Dubai Metro Route 2020, leading to the world’s largest and most global event to ever take place and that will be bringing in more than 25 million visitors and 192 countries.
Using its wide bundle of assets, from bridges, pillars, lampposts, and verticals (advertising standalone structures) to smart, interactive screens, Hypermedia’s network is spread across Dubai Metro Route 2020 and its stations, by far the most technologically advanced on all levels. They are equipped with the most high-end smart displays, providing smart solutions and an interactive experience for all the visitors, all of that, built into a very futuristic design.
The aim is for Hypermedia, through its acquired OOH key media assets, to get both brands and visitors of Dubai to embark on an interactive journey that will eventually lead them to the largest cross-national event on the globe.
It all started when Hypermedia, one of the leading digital out-of-home (DOOH) media companies in the region, managed to enjoy unprecedented growth and return on investment (ROI) thanks to its several private/public sector partnerships (PPP) with governmental entities such as the Roads and Transport Authority (RTA) in Dubai - from whom it received the media rights for all the Dubai Metro advertising assets.
“The recent agreement to take over Dubai Metro’s media assets and provide brands and partners with a unique DOOH experience, raised the bar for our market competitors and delivered an experientially paved journey for its designated target audiences,” Habib Wehbi, Chairman and CEO of W Group, said.
W Group, a key player and media powerhouse in the region consisting of three entities, was established with the aim of providing 360-degree marketing and media solutions through Hypermedia’s network of DOOH key media assets, DigitAll’s smart solutions, and RedPeg Middle East’s experiential marketing.
Since day one, Hypermedia has evolved, learned, and grown to change the face of the DOOH industry in the UAE through a combination of powerful, technologically-led media and strategic locations, resulting in its takeover of more than 70% of the key media assets across the UAE.
“We drove in new business opportunities, expanded our team – our biggest asset – and went head-first to tackle obstacles. One should be a firm believer in people,” Wehbi added.
This is why Hypermedia’s current big step is programmatic DOOH.
We live in a data-driven era that is vital when it comes to smart-targeted media campaigns, narrowing down potential target audiences, and maximizing assets and resources.
W Group is increasing its efforts to provide clients with real-life measurements for the audience of its media assets.
Advertisers set demographics and other conditions for their pDOOH campaigns – such as weather conditions, time of day, day of the week, etc. – as well as a campaign budget and duration. Most importantly, they can handpick their DOOH screens situated in locations where the target audience is most likely to be, bid for space on those screens, and automatically start when all conditions are met.
The advanced targeting and measurement solutions will allow Hypermedia's clients to reach the target-specific audience, keep track of their campaign, and generate accurate reports easily.
While traditional OOH advertising was location-specific, programmatic DOOH is audience-specific. The more criteria you set for your campaign, the more accurately you can reach your target audience – be it couples, families, groups of people on a night out – in real time.
With the vision of further expanding its spectrum of services to include pDOOH, Hypermedia aims to lead the regional market with cutting-edge media technology.
In this transformative phase, DigitAll will be spearheading the charge in revolutionizing the industry with the eventual aim of positioning W Group, along with its three entities, as the leading tech company in media in the MENA region.
DigitAll, the tech arm of the group, provides high-end smart solutions and content management for innovative interactions on DOOH and mobile media, powered by data analytics and real-time measurements.
“At the moment, we are in the execution phase of all the projects we have been developing last year, in alignment with Dubai’s vision and the global requirements in terms of digitization and improvement for an eco-friendly system,” Wehbi concluded on the current expansion phase of the group.