- The largest DooH media owner in the UAE, HyperMedia has converted its DooH networks in the UAE to BroadSign’s digital signage content management system. The initial conversion to the Canadian automated software platform includes 1,000 screens and will grow to over 1,650 during Middle Eastern expansion.HyperMedia is one of the largest Out-Of-Home companies in the Middle East, and is a subsidiary of one of the leading media groups, Saudi Arabia based Rotana Media Services (RMS). HyperMedia is a specialist “destination” out-of-home company that targets people when they arrive at their destination rather than when they are on the move.
HyperMedia’s mall network is currently composed of 22 malls with 600 large format LCD and LED screens (some up to 15x8m in size) and will grow to 30 malls with 1,000 screens due to Middle Eastern expansion. The in-store network will increase from 15 to 30 hypermarkets housing 500 47”-84” LCD displays, while the petrol station/convenience store network will consist of 170 outlets in Dubai with 25” screens located at the point of purchase.
“We were familiar with BroadSign from market research and selected its CMS due to plentiful features, the ease of uploading and scheduling content, and reliable operation,” said Ashin John, Digital Network Engineer at HyperMedia.
“BroadSign has made direct monitoring and management of our network possible, not to mention efficient and organized. Moreover, proof of performance reports and easy billing have increased accountability for our clients.”
One half of HyperMedia’s programming is dedicated to advertising, with the remaining quarters given to retail partner communications and informational content. Advertisers such as Audi, BMW, P&G and Unilever take advantage of reaching consumers at their purchase destination to facilitate decision-making.
HyperMedia’s mall network alone reaches 260 million shoppers annualy and has 75% market share in the DOOH space according to the media owner. Chief Operating Officer, Bill Fordyce has for many years been reluctant to bring digital out of home to the Gulf region. But the multiple digital initiatives of Hypermedia in the past months refelct a strategy change.
“Advanced cities and shopping destinations like Dubai and Abu Dhabi are ideal settings for high-quality displays delivering exclusive advertising opportunities at the point of purchase,” said Skip Beloff, Vice President of Sales at BroadSign. “HyperMedia provides just this and BroadSign is pleased to assist in enabling a real-time advertising channel with continuous update and monitoring possibilities.”