By Campaign Middle East
In an exclusive interview featured in Campaign Middle East OOH Guide 2024, Habib Wehbi, Chairman & CEO at W Group (Hypermedia & DigitAll), delves into the transformative impact of technology on the Out-of-Home (OOH) sector. Wehbi discusses how cutting-edge data technology has revolutionized the way brands connect with their audiences, elevating the Digital Out-of-Home (DOOH) experience.
Click here to read the full interview on page 37.
What is the effect of technology on the OOH sector?
Technology has been a transformative force in the Out-of-Home (OOH) sector, revolutionizing how brands connect with their audiences. At W Group and its subsidiaries Hypermedia and DigitAll, we’ve harnessed cutting-edge data technology to power our extensive media network, enabling our clients to create data-driven campaigns. Through real-time audience measurement and smart triggered ads across our Dubai Metro, in-mall, and in-store digital networks, we’ve elevated the Digital Out-of-Home (DOOH) experience. The integration of a robust data ecosystem has fundamentally changed the face of OOH advertising, turning it into a dynamic media platform fueled by actionable insights.
What are your thoughts on the evolution of DOOH?
The evolution of DOOH advertising has been marked by a remarkable integration of smart data solutions, and W Group has been at the forefront of this transformation, particularly in the UAE. By seamlessly incorporating data-driven technologies into its extensive media network, W Group has not only revolutionized the DOOH landscape but has also extended its expertise to the wider GCC region. Through strategic partnerships with both regional and global data measurement companies, W Group has established a comprehensive data ecosystem. This ecosystem allows for the precise measurement of campaign performance, both indoors and outdoors, enabling marketers to optimize their return on investment through accurate metrics, by leveraging cutting-edge technologies like artificial intelligence, 3D visual sensors, and real-time triggers.
What are clients asking you for?
Our clients are consistently seeking greater measurability to substantiate their marketing investments. They’re looking for enhanced return on investment (ROI), and we’re addressing this need through our robust data measurement tools, as mentioned earlier. Additionally, we’re developing a dynamic digital media network that empowers them to craft more creative and engaging content, leading to more effective campaigns. This combined approach ensures that our clients not only achieve tangible results but also have the means to continually refine and optimize their strategies for maximum impact in the ever-evolving landscape of advertising and marketing.
How can OOH be better integrated into the marketing mix?
To better integrate OOH into the marketing mix, it’s crucial to recognize its newfound measurability and budget allocation capabilities. With advancements in data-driven technologies, OOH can now be tracked and analyzed, providing concrete metrics for its impact. Moreover, OOH has the unique ability to target specific demographics with precision, ensuring that messages reach the right audience at the right time. Therefore, it’s imperative for marketers to shift their focus towards OOH as a primary channel, surpassing both online and traditional media, to harness its exceptional potential for delivering high-value, targeted impressions. This strategic shift can lead to a more balanced and effective marketing mix, driving enhanced results and engagement for brands.