Hypermedia, a UAE-based Digital Out-of-Home (DOOH) and retail media network, has announced the launch of an Integrated Digital Revenue Function aimed at strengthening its unified and programmatic media capabilities.
The move brings together Hypermedia’s media ecosystem with the technology and programmatic expertise of DXTA Technology, the adtech arm of W Group Holding that focuses on data, automation and cross-channel activation.
The new digital revenue unit will be led by Hicham Dergham, Head of Digital Sales, with support from Digital Sales Managers Noha Bakri and Bahaa Azzam. The team will focus on expanding commercial opportunities for integrated programmatic solutions across DOOH and digital platforms.
“This is a revenue transformation, not just an operational one,” said Roy Matta, Chief Revenue Officer at W Group Holding. “By unifying digital and DOOH within Hypermedia, we are building a model designed to capture growth from performance-driven budgets, not just traditional media spend. As pDOOH in the region moves from early adoption to scaled growth, this integration positions us to unlock new revenue streams through data-driven, cross-channel activation.”
He added: “Ultimately, this is about increasing yield, expanding demand, and aligning our media ecosystem with where the market is heading.”
As part of the restructuring, DXTA’s online marketing and programmatic teams will be integrated into Hypermedia to create a unified digital and DOOH media operation. The company said the consolidation of sales, technology, systems and marketing communications under one structure will help position Hypermedia as a differentiated player among out-of-home media owners.
The company’s integrated offering includes Petal Ads, gaming, video and display advertising, high-impact programmatic formats, and programmatic DOOH (pDOOH) supported by geofencing capabilities. These solutions are designed to enable full-funnel, performance-driven campaigns across both physical and digital environments.
With this integration, Hypermedia aims to deliver measurable cross-channel impact and enable brands to connect physical and digital consumer touchpoints through a fully integrated 360-degree consumer journey.
