The OOH Measurable Impact

Hypermedia signed a strategic agreement with Seventh Decimal, putting audience measurement at the core of Out-Of-Home trading, modernizing it as an integral part of any media mix.  The partnership empowers brands to shift towards data-driven decisions for both digital and static OOH, maximizing the effectiveness of their campaigns.

With Streach, Hypermedia will enable its clients to accurately measure the exposure to their campaigns and understand the audience exposed. Introducing metrics such as Reach, Frequency, Impressions, sociodemographic, socio economic and geo distribution. Marketers can now use the same kind of insights they already use in their digital campaigns, a long-awaited goal of the OOH industry and is now available to Hypermedia customers.

In light of the current golden age of OOH, Hypermedia, a subsidiary of W Group, believes that OOH measurement will be a key to the growth of the industry in the UAE. Eventually, OOH is one of the most brand-safe, transparent and creative channels.

W Group Chief Operating Officer Philip Matta highlighted how the company is changing the face of OOH advertising in the UAE through data, noting: “Data Science is raising marketing to prominence. Data insights support companies in making smarter decisions, thus delivering clients’ requirements most cost-effectively.” Hypermedia enables OOH to forge ahead on a global scale of data measurement. Matta added that the company strives to “create a data ecosystem that allows a proper involvement between us as suppliers, advertising agencies (brands), and people (audience)” and build a “proper assessment to improve positioning, brand image, and audience engagement.”

From her side, Seventh Decimal CEO and Co-founder Maud Moawad stated: “As we are seeing more and more leading advertisers realizing the need for OOH measurement, it’s now the best time for media suppliers to endorse an audience measurement system that answers the local market specificities. We are thrilled by the trust that Hypermedia management has put in us by selecting Seventh Decimal as its audience measurement partner. Hypermedia will be joining other leading suppliers and media agencies in driving the transformation of OOH towards a more transparent, efficient, and accountable marketplace in the GCC.”

In the era of digitalization, when smart cities are booming and citizens are exposed to this media, infinite possibilities can be harnessed via data. Hypermedia is leveraging data-driven OOH to fulfill its clients and partners’ campaign objectives.