Charting OOH’s Path: Vision & Challenges
Power Essay - Charting OOH's Path: Vision & Challenges
W Group’s Chairman and CEO, Habib Wehbi, discusses the prospects of the OOH sector, role of regional players, and industry challenges and solutions in Campaign Magazine “The MENA Power List 2023”.
The GCC Digital Out-of-Home (DOOH) Advertising Market is expected to grow exponentially at a CAGR of around 21% during 2022-2027.
Either in digital transformation, data or Ad spent size globally and regionally, OOH market players are increasingly pushing their limits in adopting strategies to enhance and sustain their competitive advantage.
W Group remains resolute in responding to the market’s demands. Its ambitious 555 Strategy strives for the group to expand into 5 verticals and generate 500M revenue in 5 years. Hypermedia, the media giant owning one of the largest OOH networks in the UAE, is set to take the lead in DOOH within the country. Meanwhile, the tech arm of the group, DigitAll, will spearhead regional digital transformation efforts; both entities to concentrate on growth, technological advancement, partnerships, revenue optimization, pricing strategies and expansion – in UAE, KSA and the Lower Gulf region.
W Group realizes the need for OOH advertising to adapt to the ever-evolving digital age. The power of shifting its media network from static to dynamic digital displays has revitalized the DOOH landscape.
The challenge here is eminent; the fast-paced evolution of consumer behavior and technology has impelled media suppliers to stay on their toes and meet these demands. By consistently pursuing the latest advancements and innovations and firmly aligning with the UAE’s forward-looking vision, W Group has been a frontrunner in pushing brand-consumer engagement to more impactful levels.
Power of Data Measurement
In a world driven by data, insights are the path to triumph. Through advanced data measurement, DigitAll has flipped the equation by enabling brands to make informed decisions. Its exclusive data analytics around consumer behavior are allowing hyper-targeted OOH media campaigns for maximum effect and interactivity. Hypermedia translates them into actionable reports to clients, empowering brands to improve their return on advertising spend (ROAS) and stay ahead of the curve.
However, in this data-driven landscape, data-driven advertising is a breakthrough when it comes to fulfilling users’ interests and needs. Leveraging its ownership of the largest indoor and outdoor media network in the country, along with cutting-edge data tools and real-time metrics, W Group’s developing the most-advanced platform that will be the first of its kind to seamlessly cover both outdoor and indoor media. This innovative approach will empower marketers to reach the right audience, at the right time, and in the right context, thereby maximizing campaign efficiency.
What Are the Smart Solutions Shaping the Future of OOH Advertising?
The UAE’s digital transformations charges ahead unabated. By 2050, over two-thirds of global populations will reside in smart cities. Amidst their dynamism, media owners should stay in constant disruption, and AI- and automation-powered solutions are the port of call.
Dubai’s push to be the planet’s digital hub continues. DigitAll has spearheaded the digitization of Hypermedia’s assets, and it’s now boasting an expansive network of 3500+ digital signages—the largest in Dubai carrying interactive solutions that cater to diverse audiences. Through device interconnections and real-time data, precision targeting is the upshot.
These smart solutions aren’t just industry-altering; they’re world-defining, paving the way for remarkable growth across the GCC region.
As OOH advertising continues to flourish in this area, driven by population and economic surges, it’s transforming the GCC into a competitive nucleus. W Group’s DOOH tech leadership isn’t just innovation; it echoes responsibility towards people. Therefore, it will keep forging ahead not only tech advancements but partnerships with local and global entities, to foster a thriving ecosystem for all to prosper.
In this regard, the human element remains intricately woven into the fabric of success.
Recognizing that team members are the powerhouse steering ventures towards long-lived accomplishments and lasting prosperity, W Group places a laser focus on them. Accordingly, a holistic environment of learning, collaboration, and growth is designed to push talents to evolve and blend organizations with fresh perspectives.