Gail Chiasson, North American Editor
The largest DOOH media owner in the United Arab Emirates, HyperMedia FZ LCC, has converted its various displays to BroadSign International, LLC’s automated software platform.
HyperMedia’s mall network is currently composed of 22 malls with 600 large format LCD and LED screens (some as large as 49’ x 26’) 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” to 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 its plentiful features, the ease of uploading and scheduling content, and reliable operation,” says 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 aim is to provide Middle Eastern advertisers with an innovative, responsive and effective communication platform that facilitates engagement with millions of affluent shoppers. Its mall network alone reaches 260 million shoppers each year and has 75% market share in the DOOH space.
“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,” says Skip Beloff, BroadSign’s vice-president of sales. “HyperMedia provides just this and BroadSign is pleased to assist in enabling a real-time advertising channel with continuous update and monitoring possibilities.”
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