Nakheel Grants 10-Year DOOH Media Rights to Hypermedia
Nakheel, the top master developer in the world, and Hypermedia have partnered in a ground-breaking digital OOH media deal. Hypermedia is a well-known regional leader in Out-of-Home (OOH) media experience and technology. A subsidiary of W Group Holding, Hypermedia has been granted exclusive 10-year rights to media coverage and development opportunities for Nakheel’s esteemed communities and properties, including Palm Jumeirah, 12 lively communities, 13 world-class malls, and numerous sizable hoardings located throughout Dubai.
Hypermedia signs 10-year agreement with Nakheel for DOOH media rights
As per the agreement, Hypermedia will put in place a cutting-edge digital network. It will make Nakheel communities a media network of the highest caliber. The companies claim that this blend of digital innovation will elevate the upscale lifestyle that is associated with Nakheel’s destinations, which include the business, residential, and tourism domains.
Hypermedia’s previous media achievements
The new endeavor builds on the success of Hypermedia’s prior historic accomplishments in public transportation and other notable communities. It will completely transform Dubai’s digital out-of-home setting. The collaboration encompasses locations like Palm Jumeirah, Jumeirah Islands, and many more. It covers an area of more than 15,000 hectares and housing more than 700,000 people at the moment.
Hypermedia is leading a brand elevation initiative across all Nakheel communities, particularly Palm Jumeirah, using its DOOH landscape. Strategically positioned in its esteemed location, Hypermedia will actively seek out new luxury brands. They will complement the rich clientele and unmatched attractions that make Palm Jumeirah a world-renowned landmark and travel destination.
Read More: JCDecaux Announces the Launch of Global Airport Programmatic DOOH
Digital OOH network deployed
The digital network that will be deployed throughout Palm Jumeirah includes several formats. These have been carefully planned and placed to improve the media experience. Every component, from the digital unipoles at the entrance to the large panels around the shoreline and the digital signage at the frond entrances, has been carefully designed. These enhance the brand experience and weave an engrossing and compelling story within these well-known communities.
The agreement also includes media rights to five enormous hoardings, whose unmistakable size gives brands endless impact. New data measurement tools will empower Hypermedia’s media assets across Nakheel. It allows brands to create data-driven campaigns for optimal impact and return on investment (ROI).
With this collaboration, Hypermedia and Nakheel are launching OOH advertising into a new phase of innovation and engagement. It will change the media landscape in Dubai.
Here’s what they said
Abed Bibi, Chief Marketing Officer at Nakheel said,
“We are delighted to partner with Hypermedia to amplify Nakheel’s digital branding across the OOH media space. Their cutting-edge technology combined with the strategic locations of our lifestyle developments, will boost Nakheel’s digital connect with our widespread audience by offering data-driven branding. We are confident this partnership will resonate with Dubai’s residents and visitors as we move into a seamless digital network that is bound to create compelling and immersive experiences for all”
Habib Wehbi, Chairman and Group CEO of W Group Holding, expressed his enthusiasm regarding this strategic partnership. He stated,
“This collaboration with Nakheel is a significant milestone in our journey. We are excited to extend our media network into these vibrant communities, taking the DOOH sector to new heights of engagement and measurement. By leveraging our expertise and employing the latest innovations in digital solutions and smart data measurement tools, we are set to revolutionise the DOOH industry in the country, transforming communities into media destinations for renowned brands
About Hypermedia
Hypermedia is a division of W Group Holding. It is the innovator of Impact, pushing the envelope to enable brands to gain greater clout through clever Retail Media Experiences and Digital Out-of-Home (DOOH) advertising. Its vast OOH network, the biggest in the UAE, skillfully combines state-of-the-art data measurement tools, media assets placed strategically, and cutting-edge AI technology. Throughout the nation, it has a strong media presence at well-known landmarks. These include the bustling Dubai Metro public transit system, key outdoor spaces, retail media settings in well-known malls and hypermarkets, and elite locations and neighborhoods.
JCDecaux Announces the Launch of Global Airport Programmatic DOOH
JCDecaux, the world’s leading outdoor advertising company, has announced the launch of the first global airport programmatic DOOH offer. With the help of the VIOOH SSP (Supply Side Platform) and more than 30 DSPs (Demand Side Platform), including Displayce where it is currently available, brands and agencies can now easily execute contextualized, dynamic, and targeted advertising campaigns across JCDecaux’s programmatic-enabled airports.
Revolutionizing airport advertising with programmatic DOOH
Brands and agencies can reach over 70 million passengers and 2 billion impressions per month through this programmatic offer due to its sheer size. JCDecaux operates a network of over 3000 screens in major airports across the world, including 15 of the busiest ones initially (in the U.S., Dallas-Fort Worth, Los Angeles, and Miami; in Europe, London Heathrow, Paris-Charles-de-Gaulle, Frankfurt, Lisbon, Paris-Orly, Milan-Malpensa, Brussels, and Milan-Linate; in Asia-Pacific, Hong Kong, Singapore, Sydney, and Macau).
Airport audience targeting
With this special solution created by JCDecaux’s International Programmatic Council (IPC), advertisers receive unparalleled access to highly sought-after audiences in a premium setting. It maximizes brand exposure globally and ensures brand transparency and a safe environment for campaign delivery. With the right message at the right place at the right time, advertisers can engage with their target audience at crucial touchpoints throughout their journey. It will include from departure to arrival, thanks to JCDecaux’s innovative technology and broad reach.
Read More: Google Plans to Introduce Programmatic Support for Limited Ads
JCDecaux’s outdoor advertising ventures
JCDecaux has decades of experience in the outdoor advertising sector. It is well-known for its dedication to quality, creativity, and innovation. With its new international programmatic offers, it further solidifies its leadership in the sector. Furthermore, it demonstrates its dedication to developing more effective, approachable, and versatile advertising campaigns.
Here’s what they said
Jean-François Decaux, Chairman of the Executive Board and co-CEO of JCDecaux, said,
“We are thrilled to unveil the first global programmatic DOOH offer in airports including 15 of the busiest ones as a start, a game-changing solution for advertisers seeking seamless campaign execution. In a period of major changes within the digital ecosystem, this pioneering offering guarantees high-performance contextualized campaigns and marks a significant milestone in the outdoor advertising industry, enabling brands and agencies to tap into the immense potential of programmatic advertising in the airport environment.”
Read More: Magnite Bags Tennis Australia for Programmatic Advertising
Al Arabia Secures AED 522 Million Rights to Operate Outdoor Billboards in Dubai
Arabian Contracting Services Co. of Saudi Arabia has announced that its UAE subsidiary, Al Arabia OOH Digital Company, has been granted rights to operate outdoor billboards in Dubai. The Road and Transport Authority of Dubai has awarded the company a contract. The AED 522.84 million ($142 million) contract covers the installation, upkeep, and management of billboards for advertising in several locations throughout Dubai.
Al Arabia signs a 10-year contract with RTA
Al Arabia has been permitted by Dubai’s Road and Transport Authority (RTA) to erect, run, and maintain outdoor billboards for 10 years and five months. This also covers the time needed for digital and static billboard preparation. By taking this action, Arabian Contracting Services Co. hopes to reach a wider audience geographically. Moreover, it looks to finish building out its network in Al Arabia, and offer unique digital advertising solutions to a range of clientele. Additionally, the project strengthens the company’s position in the Middle East’s outdoor advertising market.
Read More: Perion Acquires DOOH Platform Hivestack for USD $100 million
Outdoor Billboard Inventory
Al Arabia claims that this action has also been taken to increase and preserve its dominant position. Furthermore, this will also fortify its market share locally and regionally. The agreement covers 294 billboards in strategic locations throughout the Emirate of Dubai. Shiekh Rashid Al Maktoum Road, Al Khail Road, Umm Suquim Road, and Al Khawaneej Street are among the places where these can be found. 209 of these are static billboards, and the remaining 85 are digital. These billboards are static, but they can be changed into dynamic digital displays. They come in different sizes and types. Among them are:
- 143 Megacom-style billboards, comprising 80 static and 63 digital billboards
- 18 Unipole-style billboards, comprising 6 static and 12 digital billboards.
- 23 Bridge banner-style billboards, comprising 13 static and 10 digital billboards
- 110 stationary lamppost-style billboards.
Outdoor Advertising in Dubai
A preparation period is also included in the contract’s duration. It includes up to 31 days for static billboards and 182 days for digital billboards. Al Arabia OOH Digital Company, an Emirati company, was established to award the contract. The announcement coincides with the company’s announcement earlier this month. It unveiled a new $114 million project to erect, run, and maintain billboard advertisements on building facades in multiple Riyadh City locations. Al Arabia Out of Home Advertising Company owns 60% of the business in a joint venture with Mawaqie for Advertising Company, a Saudi company, which owns 10%, and an Emirati partner, which owns 30%.
Read More: OMG MENA and The Neuron Partner to Transform pDOOH Advertising
OMG MENA and The Neuron Partner to Transform pDOOH Advertising
Omnicom Media Group MENA (OMG MENA) has partnered with The Neuron to enhance its programmatic digital out-of-home (pDOOH) offerings in the Middle East, marking a significant shift in the out-of-home (OOH) advertising landscape. Incorporating digital screens initially, and now programmatic technology, out-of-home (OOH) is fully adopting its digital revolution. Through the partnership, OMG MENA will be able to plan, schedule, and oversee campaigns in over 80 countries by utilizing the distinctive features of The Neuron’s specialized demand-side platform (DSP). This strategic partnership should usher in a new era of audience engagement and digital innovation in the medium.
Programmatic DOOH market
Through this collaboration, OMG MENA and The Neuron hope to develop greater audience engagement and raise the bar for digital innovation in OOH advertising. Because more successful and engaging campaigns are made possible by developments in data analytics and audience measurement, the global programmatic digital OOH (pDOOH) market is expected to grow rapidly. In addition to remaining stable in terms of brands’ media spend in the Middle East and North Africa (MENA), at about 20% of the total, outdoor advertising is already seeing about 50% of its revenue go to digital sites, compared to the global average of 40%. There will be significant advancements in it.
Leveraging The Neuron’s DSP for pDOOH advertising
The Neuron is a specialized DSP for pDOOH advertising. It is a sector of outdoor advertising that is undergoing an unparalleled rise. This is accredited to notable expansion and technological breakthroughs. It is designed specifically to give advertisers comprehensive insights into campaign performance. Furthermore, it will allow them to evaluate the impact and return on investment (ROI) with unmatched precision. The Neuron was created with more capabilities and a specific focus on outdoor use, in contrast to the majority of current DSPs, which are designed for small screens and the open web rather than OOH.
With 1.35 million digital sites in its inventory, offering over 60 billion impressions every week across more than 80 countries, it assists users in planning, scheduling, and tracking their ads. The billboards are located in a range of places, including office buildings, retail stores, transportation, entertainment, health and beauty, and healthcare.
Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
Digital innovation in pDOOH advertising
With the partnership with The Neuron, Omnicom Media Group will be in a great position to use programmatic technology. It will be able to further enhance the sophistication of digital OOH campaigns. To reach target audiences, planners can find inventory available across local and international ad markets. It will be possible with the aid of the platform’s sophisticated planning tools and targeting features. Its auto-bidding algorithms are made to maximize DOOH purchasing to reduce costs. Optimizing this procedure programmatically has been shown to improve operational effectiveness. Programmatic outdoor matches OOH advertising with contemporary client and agency expectations. It provides superior proof before and after the buy in terms of data, measurement, and attribution.
Transforming Analysis, Targeting, and Planning
OMG Mena will be able to greatly improve their planning, inventory selection, creative delivery, and targeting. It will utilize The Neuron’s technology. In-depth campaign metrics and state-of-the-art capabilities that position agencies at the forefront of newly emerging outdoor advertising channels are other benefits of the partnership. With this partnership, OOH advertising will take a significant step closer to becoming fully digital. It will potentially usher in a new era of more effective and efficient advertising.
Here’s what they said
Chris Solomi, Chief Digital Officer of Omnicom Media Group MENA said,
With this partnership, we will be able to deliver even better results to our clients from their Out of Home campaigns thanks to better more advanced planning, inventory selection, creative delivery and targeting not to mention more advanced campaign measurement. pDOOH is a huge growth area for outdoor advertising and this partnership allows us to position our agencies at the forefront of emerging channels. This is a major contribution to the digital transformation of what was a static medium, as we now have a seamless, user-friendly way to launch dynamic campaigns, making programmatic DOOH a reality for advertisers. With The Neuron, we will have access to local and global audiences, benefit from precision targeting, including with custom audiences and using geo-location, as well as retargeting. The customizable triggers are also a very interesting feature. What’s more, as pDOOH lowers the entry point for advertisers who might be put off by high prices, it will bring new brands into the market, without having to draw from their offline media budgets.
Hussein Khader, Founder and CEO of The Neuron added,
We are immensely proud and thrilled about our partnership with OMG MENA. This agreement unites two entities that are deeply committed to harnessing the transformative impact of technology in outdoor advertising. Our collaboration with OMG MENA, especially in handling cross-border campaigns, is not just about reaching new heights in planning and execution, but it’s a journey towards pioneering efficiency and effectiveness in the digital advertising realm. Born and nurtured in Jordan, The Neuron has made significant strides in global markets. Receiving acknowledgment and forming an alliance with a prestigious industry leader like OMG MENA in our home region is not just an honor; it’s a testament to our shared vision and commitment to excellence in the ever-evolving world of advertising.
Read More: Perion Acquires DOOH Platform Hivestack for USD $100 million
TransUnion Announces Partnership with AdQuick to Boost OOH Advertising
TransUnion announced an alliance between its marketing solutions division, TruAudience, and top out-of-home (OOH) advertising platform AdQuick. By integrating with TruAudience’s consumer insights platform and curated audience taxonomy, the partnership improves AdQuick’s offerings and empowers advertisers to plan, carry out, and purchase OOH as a component of comprehensive omnichannel campaigns.
Benefits of TransUnion’s identity-based consumer insights for OOH planning
- Audience-based planning: AdQuick’s advertisers can plan their out-of-home (OOH) investments in conjunction with all other channels, such as connected TV, display, and video, by utilizing the TruAudience consumer insights modules specifically designed for digital out-of-home planners.
- Audience Information for Organizing and Managing Campaigns: Through AdQuick’s third-party data marketplace, clients can access additional third-party audiences in addition to TruAudience’s taxonomy.
With an end-to-end solution suite that integrates identity resolution and enrichment, consumer and media insights, data onboarding, omnichannel targeting, marketing mix modeling, and marketing attribution for brands, agencies, publishers, and technology providers, TruAudience, TransUnion’s marketing solutions business, transforms marketing and media effectiveness.
Here’s what they said
Jason Kunkel-de Cesero, Vice President, Demand & Analytics Partnerships, AdQuick said,
OOH has mass reach, is brand safe, and is highly viewable. But historically it’s been planned, executed, and measured separately from other channels, which has resulted in brands chronically underinvesting in OOH. Our partnership with TransUnion will showcase the important role that OOH plays in driving outcomes, and help shift more advertiser dollars to OOH tactics.
Julie Clark, SVP, of Media & Entertainment, at TransUnion added,
As the media ecosystem becomes increasingly fragmented, marketers must maximize their targeted audience reach with optimal frequency, and OOH is an underutilized channel in achieving those goals. We’re excited to provide the insights and audiences to help AdQuick clients utilize OOH to its fullest extent as a meaningful part of their omnichannel performance marketing plans.
Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
Billups Expands OOH Dominance with OOH Labs Acquisition
The independent science-driven media agency OOH Labs was acquired by Billups, a global provider of managed services and Out-of-Home (OOH) technologies. It is run by OOH specialists and backed by data. Through the merger, both organizations’ clients will have a wider geographic presence throughout North America. Moreover, it seeks to grant access to Billups’ proprietary measurement and attribution tools as well as improved programmatic capabilities. Given their same ideals and customer-focused philosophy, the two businesses are more aligned than just geographically. Billups is now the biggest OOH technology and managed services provider in North America as a result of the acquisition. Additionally, it reaffirms its dedication to Out-Of-Home advertising industry innovation and global expansion.
Progress and Proficiency
OOH Labs was established in 2020. Since then, it has expanded quickly into the Canadian market and developed a unique niche for itself in the regional out-of-home market. The organization, which has headquarters in Toronto and Montreal, is run by a group of seasoned experts with a range of expertise in media ownership, agency operations, and client services. Billups and OOH Labs partnership’s goal is to increase the OOH industry’s expenditure share and provide clients with measurable business results.
Promoting breakthroughs in Out-Of-Home advertising
The acquisition expands the market for Billups’ unique measurement and attribution solutions and establishes the company as the biggest OOH technology and managed services supplier in North America. It also includes 15 nations in Southeast Asia, EMEA, and North America. Billups’ acquisition of OOH Labs comes after it recently acquired Malaysia-based TAC Media, indicating its continued dedication to growing its worldwide footprint and creating innovative OOH solutions.
To sum up, the purchase of Billups’ OOH Labs represents a noteworthy advancement in the OOH sector. Customers will be able to access advanced measurement and attribution solutions, as well as enhanced programmatic products, thanks to the combined companies’ increased reach and capabilities. Together, the businesses will increase their market knowledge, reach, and capacity to provide Out-of-Home advertising solutions that are both automated and measurable.
Read More: Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
The Effect of the Acquisition on New Enterprises
The purchase of OOH Labs by Billups may have a big impact on start-up companies. This calculated move gives Billups access to cutting-edge measurement and attribution tools, improves its programmatic skills, and broadens its reach throughout North America. The acquisition may create fresh growth opportunities for startups, particularly those in the Out-of-Home sector. Billups and OOH Labs’ combined resources and experience could propel the creation of innovative Out-of-Home solutions and give start-up companies the means to execute successful OOH advertising campaigns. In the Out-of-Home sector, new companies might obtain a competitive advantage.
Here’s what they said
Billups co-founder Benjamin Billups said,
The decision to unite with OOH Labs goes beyond expanding our geographical footprint; it’s about aligning with a team that shares our values and client-focused approach. Kevin’s unwavering dedication to his team and clients’ success is inspiring and truly commendable. This alliance signifies a melding of expertise and ethos, promising enhanced innovation and comprehensive solutions tailored to the distinct needs of our diverse clientele across North America. It is a very natural alignment for us.
Kevin McDonald, chief executive officer and founder of Agency X, the former parent company of OOH Labs added,
I couldn’t be more excited to join forces with Billups. Through our countless discussions, it is clear that Billups’ culture, entrepreneurial spirit and passion for the OOH space align perfectly with ours. I look forward to our two organizations collaborating to elevate the share of spend in the OOH industry.
David Krupp, global CEO of Billups commented,
We have admired OOH Labs for some time and after getting to know Kevin and his incredible team, we knew we found the right partner to advance Billups’ foothold in North America. Joining our companies will amplify our collective reach, enhance our market intelligence, and drive tangible business outcomes for our clients.
Read More: Hivestack partners with Up Media to Expand Thai DOOH Market Share
Vistar Media and Ten Square Collaborate for Immersive DOOH
Vistar Media has named Ten Square of Singapore as their SSP partner for programmatic DOOH engagements. Vistar Media is the world’s top provider of programmatic software and digital signage, and Ten Square is Singapore’s largest outdoor LED display. Marketers in Southeast Asia who are linked to Vistar Media’s SSP will receive access to Ten Square’s 3D anamorphic screen as a result of this groundbreaking alliance.
A One-Of-It-Kind Canvas
Ten Square is located in Singapore’s buzzing CBD, on the face of the renowned one-stop automobile vending machine. The 305 sqm. digital banner features high-resolution visuals with a pixel pitch of 10mm and over 2 million pixels. Translucent balloons with LED lights offer an extra lighting effect on both sides of the building. The screen can display 3D anamorphic content on three sides. It is a landmark structure in Singapore that provides onlookers with a comprehensive and captivating experience.
The screen is in a busy shopping center and acts as a stage venue for brand activations. Such peak positioning increases exposure and draws attention to the structure. Vistar Media believes that by working together, advertisers will be able to genuinely tap into the upcoming age of programmatic out-of-home advertising. It will also enable advertisers to unleash their vast creative potential via the medium. All eyes will move to Singapore as the world witnesses this unique canvas being used for innovative advertising campaigns.
Read More: All You Need To Know About The Rise Of DOOH Advertising
And what they said
Ben Baker, Managing Director, APAC at Vistar Media stated in the announcement,
As we double down on our investment in programmatic DOOH across Southeast Asia, I’m excited to forge such a strong partnership with Ten Square bringing advertisers one of the most unique out-of-home formats in Singapore for their advertising efforts. Partnerships like these are crucial to our efforts at Vistar to accelerate the overall adoption of pDOOH and I’m confident this will help advertisers continue to recognize the unique value the channel can bring to an omnichannel media mix.
Gary Hong, Founder of Ten Square said,
We are thrilled to partner with Vistar Media to help brands execute iconic pDOOH campaigns across our standout, “state of the art” screen that sits on the façade of the eye-catching car vending machine. With these innovations, we hope to elevate creatives and branding to new heights, captivating audiences even in the darkest of nights through our mesmerizing 3D anamorphic “ready” billboard. The seamless fusion of technology and artistry empowers brands to make a deep and lasting impression on passersby.
Read More: Vistar Media and Broadsign Partners To Optimize Programmatic DOOH Transactions
