Abu Dhabi-based media executive Jawad Hassan has joined the Board of Directors of the Digital Place-Based Advertising Association (DPAA), bringing a UAE and wider EMEA perspective to the global out-of-home (OOH) advertising industry.
Hassan is Head of the Media and Communications Vertical at 2PointZero Group and Chairman and Managing Director of Multiply Media Group (MMG).
His appointment comes as the global OOH sector undergoes rapid digitisation, driven by artificial intelligence, data and new audience engagement models.
According to the World Out of Home Organization’s 2026 Global Expenditure Report, global OOH revenues reached $54.2 billion in 2025, up 15% year-on-year, while digital OOH accounted for 47% of total OOH revenues.
In the UAE, IAB MENA identified more than 5,000 programmatically available OOH screens as of July 2026.
DPAA President and CEO Barry Frey said: “In addition to the natural synergies with DPAA’s mission across DOOH including the fast growing retail media space, Jawad brings proficient knowledge of the global marketplace – including the fast-expanding EMEA region – to our board. During a time in which real-life marketing is becoming more innovative, impactful and integral to brands and agencies around the world, it is imperative for our industry to glean knowledge from and share ideas with their counterparts around the world”.
Hassan said: “I am pleased to join the DPAA Board at a time when the out-of-home industry is being reshaped by technology, data and new models of connectivity. The transformation we are seeing in OOH reflects a broader shift taking place across industries, as AI and emerging technologies create new ways to connect businesses, brands and audiences, unlock greater value and drive sustainable growth. I look forward to bringing the perspective of the UAE and EMEA region to DPAA, while contributing to the global dialogue on how innovation and strategic thinking can help shape the next generation of connected media ecosystems.”
Hassan has more than 25 years of experience across media, advertising, communications and technology. He leads 2PointZero’s Media and Communications Vertical, overseeing strategy, growth, M&A, portfolio development and international expansion.
MMG operates more than 3,000 advertising units and has operations in the UAE, Saudi Arabia and the UK. Its portfolio includes Backlite Media, Backlite KSA, Backlite UK, Media 247 and Viola Media.
Hassan is also a Board Member of the World Out of Home Organization, a Board Member of Media 247 and a Board Observer at US-based Firefly.
