25 Years of Impact

As we celebrate Hypermedia’s 25th Anniversary, it’s the perfect moment to reflect on the journey that brought us here and the exciting path ahead. What started as an idea to brand trolleys in supermarkets has grown into the region’s leading force in digital-out-of-home (DOOH) media and advertising technology. Today, W Group Holding embraces a future-focused investment strategy, integrating smart technology and programmatic solutions to lead the next wave of digital transformation in the Middle East.

In 1999, Hypermedia entered the market with a unique concept – advertising on trolleys, beginning with Carrefour. Within two years, the initiative expanded to 20,000 branded trolleys, providing us with an early glimpse of how innovation can create new opportunities. Building on this momentum, we proposed a novel idea at the time: utilizing shelf space above products to display advertisements. This bold step cemented Hypermedia’s position as the first out-of-home media company offering in-store solutions across the UAE, Lower Gulf and KSA.

By 2006, we expanded from in-store branding to outdoor media, managing major locations such as Dubai Media City and branding lampposts across Dubai. In 2007, we secured a foothold in mall advertising by winning the prestigious Dubai Mall concession. Recognizing the shift towards digital, we reinvested profits to monopolize mall advertising in the UAE, a strategy that has paid dividends ever since.

Hypermedia transformed into a media powerhouse under W Group Holding, which consolidated our expertise in DOOH and expanded our digital reach through the acquisition of DXTA Technology. Our vision culminated in 2020, when we secured the exclusive media rights for Dubai Metro for ten years through a strategic partnership with Roads & Transport Authority (RTA) — a pivotal moment that solidified our leadership across key retail and transit networks. The pandemic presented unprecedented challenges, but we embraced them as opportunities. We digitized our projects, forged strategic partnerships, and aligned our operations with the identity we champion today: Experience Media Technology. These efforts reinforced our resilience and set the stage for future growth.

In 2022, we launched our bold 555 Strategy: 5 Verticals, 5 Years, AED 500mn in revenue. With disciplined execution, we are on track to reach this ambitious goal ahead of schedule by the end of 2024. 

This milestone is a testament to our shared journey and the commitment of our incredible team across W Group Holding and its subsidiaries. Each achievement reflects the talent, passion, and dedication our people bring to the table. As I’ve always believed, my greatest asset has been my team – when they succeed, we all succeed.

The future of DOOH

Today, Hypermedia continues to break new ground as we drive the region’s smart digital transformation. We are actively focused on three key pillars that establish our position at the forefront of DOOH in the region:

1. Prime locations:

Our diverse portfolio includes key media rights across several impactful verticals. In public transportation, we oversee the advertising opportunities within Dubai Metro’s 53 stations and its naming rights, capturing the attention of millions of daily commuters. The outdoor segment features prime media locations providing brands with exceptional visibility in high-traffic areas. Our destinations vertical includes iconic sites like Palm Jumeirah, Expo City, Nakheel communities, Hudayriyat island and ENOC’s petrol stations. Lastly, our Retail division spans top malls and hypermarkets, offering in-mall and in-store advertising solutions that connect brands with shoppers at critical decision-making moments. Together, these premium locations generate more than 6 billion impressions each month, creating unmatched opportunities for brand engagement across the UAE.

2. Digital transformation:

Our investment in cutting-edge digital technology has enabled us to build the largest DOOH network in the UAE. With real-time audience data and automated systems, we offer brands unmatched control over their campaigns – creating a seamless connection between technology and marketing impact.

3. Innovative solutions:

At the core of our innovation strategy is the HMX pDOOH Platform. This AI-powered technology – launched recently – transforms our DOOH network from passive data collectors into dynamic drivers of customer engagement. The platform offers real-time targeting, audience analytics and programmatic capabilities that allow advertisers to adjust campaigns instantly based on audience behavior. HMX empowers brands to plan, book and execute campaigns seamlessly across our expansive network. By integrating AI-powered sensors and GDPR-compliant data fusion, HMX allows for real-time bidding, audience segmentation, and precise ad targeting – maximizing ROI and minimizing ad waste. This transformation shifts us from merely measuring audience metrics to actively engaging with consumers across their entire journey, from transit hubs like Dubai Metro to malls and hypermarkets.

Expanding horizons after 25 years of impact

As we look toward the future, our goal is not just to collect audience data but to activate it meaningfully. Through dynamic ad delivery, we can connect brands with consumers at critical touchpoints – transforming everyday journeys into engaging experiences. Whether customers are commuting via metro or retail, our technology ensures brands can deliver tailored messages precisely when and where they matter most.

Our offensive strategy over the last 25 years focuses on more than just measuring success; it drives action, impact and engagement by leveraging audience insights in real-time. In addition to refining our technology, W Group Holding is preparing to welcome two new entities into the fold by the end of the year – further diversifying our portfolio. 

At W Group Holding, we believe in the power of transformation through technology. With Hypermedia celebrating 25 years of impact and W Group Holding on the verge of even greater growth, the future has never looked brighter. By harnessing smart technology, prime locations, and innovative solutions, we are not just part of the digital revolution in the region – we are shaping it.