Gail Chiasson, North American Editor
Elevision, a digital-screen media company that owns and manages a network of real-time screens inside premium properties, has diversified its portfolio with the launch of a new outdoor LED screen for the Dubai International Financial Centre (DIFC).
The digital signage will report the price for listed companies on the NASDAQ Dubai, updated continuously throughout the day’s trading session. The market-data will be supplemented by DIFC branded content, and a revolving stream that will allow advertising brands to leverage the dynamic platform, guaranteed to reach a professional audience. The LED screen, which was also imported and installed by Elevision, is a total of 96 meters long and 1.3 meters high, making it the longest Digital Out-of-Home space in the Middle East, highly visible from multiple points of entry into the DIFC.
It also houses the latest technology that will provide advertisers with an opportunity to reach and communicate with consumers by displaying compelling content with the iconic DIFC Gate building as its backdrop – eg. Gucci went up today on the screen.
“The stock ticker is seen as the pulse of the Dubai Financial Market (DFM), and it symbolises the stability of the exchange and the strength of the economy,” said Niall Sallam, CEO of Elevision, at the launch earlier this week. “Brands leveraging the opportunity to advertise on the digital screen can benefit from the brand equity of its proximity with DIFC whilst communicating with professionals who are engaged with the platform, thanks to its relevant and news-led content, innovation and size.
“Outdoor media takes home about 15% of total marketing budgets in the UAE, but is dominated by static displays. However the industry is now shifting and we are seeing a far greater opportunity through digital signage by creating more value through a customized and inventive solution that is adaptable, targeted and effective.”
The LED screen was launched during the bell ringing ceremony for the Emirates Reit IPO, the first on the NASDAQ Dubai for five years.
The new platform will complement the Elevision portfolio that includes DOOH media inside 75 towers across prime real estate in Dubai. Similar to the DIFC LED screen, advertisers can update their content and marketing messages in real-time across Elevision’s network of more than 335 digital platforms.
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