W Group in Gitex Global: DigitAll Showcasing Disruptive Thinking in OOH Advertising

W Group and its two entities, Hypermedia and DigitAll, have taken part for the first time in Gitex Global at the Dubai World Trade Centre- Sheikh Rashid Hall, Stand Number SR B-20- on October 10-14, 2022. Driven by revolutionizing the out-of-home (OOH) scene in the region, they’ll outline their avant-garde mindset through the latest smart solutions and contribution to propelling the UAE to the forefront of a bold, new era of futuristic technology media adoption.

Under the umbrella of gathering the world’s most influential ecosystems through the sheer power of innovation and bringing together developments in technology; W Group will hold the attention of a special position in this landmark of national magnitude as the leading tech company in the OOH media sector that’s all about capitalizing Digital out-of-home (DOOH) experiences. DigitAll, the tech arm subsidiary of W Group, will showcase a jaw-dropping amount of inspiring technology across major sectors, including digital entertainment, smart cities, and smart advertising.

 Habib Wehbi, W Group’s Chairman and CEO, stated, “Aligned with Dubai’s objectives and the global digitization requirements, we’re continuously investing in tech and smart solutions and endowing our assets with the latest in the digital space, to deliver a 360 offering, create engagement, and most notably fulfill our vision of being the leading DOOH Media Tech company in the region.”

Deep Screen

The importance of 3D and Augmented Reality (AR) will be one key focus in the stand, shedding light on the revolutionary impact of these innovations on the face of digital advertising. It’s still relatively new and an interesting trend contributing to increasing consideration by showcasing product features and delivering a great interactive experience. Hypermedia’s 3D Immersive Screen orchestrated by DigitAll at Yas Mall- a long-term partner- is ensuring highly targeted campaigns, standing out to a larger-than-life audience. It’s redefining the future of storytelling for brands and creating a unique realistic impression through attractive, engaging content.

Smart Signage

Another futuristic innovation of subject the Smart Signage. With modern technology and digital screens everywhere, facial recognition is rising as a growing trend. By using a suite of tech tools to detect and identify individuals based on their facial characteristics, brands are employing this smart triggers advertising to create more targeted marketing without invading user privacy. These cameras trigger ads depending on the person who is in front of the screen, with personalized content and ads. The concept of selling via OOH has evolved as it’s now driven by impressions and reach. As such, collecting data and insights alongside data measurement are the behind-the-scenes masterminds of these advertisement campaigns. Their maiden execution in indoor spaces is groundbreaking for the modality of advertising, as they’re enabling brands to architect data-driven campaigns for their target audiences. This smart signage is piloting momentous marketing capabilities into indoor spaces – a disruptive combination of real-time shopper targeting and audience analytics that’s pacesetting a higher demand for brand ads, more inventory capacity, and granular first-party data. As easy as it gets, retailers and brands can deliver the right content at the right place and time to the right audience!

Philip Matta, Group COO, affirmed, “All we have to say is that the future is here to embrace it! It’s a new chapter for digital out-of-home (DOOH)! An opportune moment for brands to expand reach, build loyalty, drive conversions, deliver ROI optimization through efficient analytics, data collection, and audience measurement, and eventually fare at the top of the competition!”

DigitAll is the one-stop port of call for ‘smart experience’. It invests in smart technologies and expands its services to lead effective advertising in the UAE. For this purpose, it dedicates an array of technologically led services, such as content management system (CMS) for the monitoring and operation of all digital screens, signage consultancy for the state-of-the-art design of digital networks, and OOH Data Analytics for the generation of audience insights and measurement of real ROI for all media touchpoints. This blend takes the media industry to new heights. By also delivering Digital Creative Services to develop OOH experiential outcomes and Digital Smart Solutions, it is unlocking the UAE’s potential for seismic tech diversification.