Under the partnership, DigitAll has begun deploying Advertima’s proprietary Smart Targeting technology on DOOH media networks in malls and retail in the UAE, providing consumer insights to advertisers across several sectors.
The roll-out, which started in Q1 of 2023 and covers all 53 Dubai metro stations, over 200 hypermarkets, and more than 40 shopping malls, will be completed by the end of 2023. This strategic partnership aims to convert conventional digital-out-of-home (DOOH) and in-store retail media into audience data-driven media channels that maximize campaign effectiveness and increase advertisers’ return on advertising spend (ROAS).
Advertima’s Smart Targeting capability enables real-time segmentation targeting to accurately detect audience attributes (age, gender, and group constellation) and behavior, and automate the delivery of relevant content to the right target audience in front of the screen.
With Advertima’s technology, for the first time, real-time audience data can be utilized in programmatic DOOH for automated media inventory sales and reporting. In addition, Advertima’s proprietary Audience Analytics measurement tools will provide credible, real-time reporting on metrics such as audience traffic, impressions, qualified views, and view times to validate ad performance and improve ROAS.
In image: Left to right: Iman Nahvi, Founder and CEO of Advertima; Habib Wehbi, Chairman and CEO of W Group
W Group Chairman and CEO Habib Wehbi said, "I am thrilled to announce this exclusive partnership with Advertima, which further cements our position as a regional leader in retail media and out-of-home (OOH) digital transformation. The ability to offer real-time targeting and audience measurement in the GCC region is a game-changer for our industry. This partnership with Advertima represents a significant milestone in DigitAll's efforts to expand its reach and enhance its smart technology capabilities in the region.”
Iman Nahvi, Advertima’s Founder and CEO added, “Today’s programmatic DOOH standards lack qualified real-time audience data, both for real-time targeting and advanced analytics capabilities. And that's exactly the gap this partnership will fill. With DigitAll, we’ve found a partner pushing the boundaries of innovation in the OOH and In-store Retail Media space, not just in this region but even at a global level.”
