Revolutionizing Out-of-Home Advertising


Revolutionizing Out-of-Home Advertising

A Conversation with Group COO Philip Matta 

Dubai, UAE 

November 2023

In a recent interview with Edge Middle East Magazine, member of ITP Media Group, Philip Matta, the Group COO at W Group, shed light on the transformative impact of technology on the Out-of-Home (OOH) sector and how W Group, and its subsidiaries Hypermedia and DigitAll, have been at the forefront of this evolution. 

The OOH landscape has undergone a seismic shift, fundamentally changing the way brands engage with their target audiences. Through the strategic integration of cutting-edge data technology, W Group has redefined the OOH and Digital Out-of-Home (DOOH) landscape in the UAE and the wider region. 

One of the pivotal advancements has been the introduction of real-time audience measurement, enabling data-driven campaigns that deliver precise insights into audience behavior. This has paved the way for smart triggered ads across various retail media and public transportation digital networks, including Dubai Metro, in-malls, and in-stores, enhancing the DOOH experience for consumers. 

The robust data ecosystem implemented by W Group has not only revolutionized OOH advertising but has also elevated it into a dynamic media platform, providing brands with actionable insights for more effective campaigns. This shift towards data-driven strategies has been a game-changer, offering unprecedented measurability for marketing investments. 

The seamless integration of data-driven technologies across outdoor and indoor retail media networks has set a new standard for the industry. Through strategic partnerships with global and regional data measurement providers like Advertima and Streach, W Group has further solidified its position as an industry leader in delivering measurable impact and effective ROAS in the OOH sector. 

As Matta emphasizes, OOH should now be an essential component of every brand’s marketing mix. The advent of data-driven technologies has unlocked a new level of measurability, providing concrete metrics for assessing the impact of OOH campaigns. This, coupled with the unique ability to target specific demographics with precision, positions OOH as a primary channel in the marketing mix. 

For the full interview with Philip Matta and a deeper dive into the future of Out-of-Home advertising, please click here .