Adrian J Cotterill, Editor-in-Chief
Hypermedia, a leading digital out-of-home tech company in the UAE, has launched its proprietary HMX pDOOH platform, granting Publicis Media Middle East (ME) – part of Publicis Groupe Middle East, the region’s leading communications and media agency holding company – first access to leverage the platform’s capabilities and enhance campaign delivery for its wide client portfolio.
HMX should redefine indoor DOOH media by empowering brands with unmatched control over their campaigns through AI-driven targeting, real-time audience analytics, and smart signage integration. The collaboration they say will deliver personalized, data-driven ad campaigns across Hypermedia’s expansive DOOH network, starting with Dubai Metro’s transit hubs and expanding into key malls and hypermarkets across the UAE.
HMX allows brands to plan, book, and execute campaigns seamlessly across multiple DOOH touchpoints. By analyzing audience data in real-time, it enables advertisers to make dynamic campaign adjustments and measure impact with precision. Powered by a cutting-edge tech stack, the HMX pDOOH platform uses GDPR-compliant AI sensors and Data Fusion to transform people into media-relevant audiences, providing brands with unparalleled demographic targeting capabilities.
Philip Matta, CEO of Hypermedia, told us “This strategic partnership with Publicis Media ME reaffirms our commitment to driving the future of digital advertising by merging technology with creativity. The HMX pDOOH platform empowers advertisers to connect meaningfully with their audiences and maximize their impact, turning every screen into a smart, measurable experience”.
Publicis Media ME will be the first to offer its clients access to HMX, granting them a significant competitive edge.
Rayan Hajjar, Chief Investment Officer, Publicis Media ME said, “We’re extremely excited to drive our long-standing partnership with Hypermedia further as the industry continues to adopt new technologies. This collaboration keeps Publicis at the leading edge of innovation, creativity and data transformation, ultimately benefiting our clients by enabling them to continuously evolve their communication strategies for more impactful planning.”
HMX offers a complete end-to-end solution, including a content management system, data analytics, and ad booking capabilities, ensuring campaigns are optimized from start to finish. It is deployed across Dubai Metro’s network, seamlessly integrated within all 53 stations.
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