DigitAll deploys Advertima smart signs in Dubai malls

  • May 15, 2023
  • Steve Rogerson

Dubai-based DigitAll has begun deploying Advertima’s proprietary smart targeting technology on DooH media networks in malls and retail in the UAE.

DigitAll, a subsidiary of W Group, has signed an exclusive partnership with Swiss firm Advertima to bring AI technology in retail media and the DooH industry to the GCC.

The roll-out, which started this year 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 partnership aims to convert conventional digital-out-of-home (DooH) and in-store retail media into audience data-driven media channels that increase campaign effectiveness and advertisers’ return on advertising spend (ROAS).

Advertima’s smart targeting capability enables real-time segmentation to detect accurately audience attributes such as age, gender and group constellation and behaviour, and automate the delivery of relevant content to the right target audience in front of the screen.

Real-time audience data can be used 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.

“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 digital transformation,” said W Group CEO Habib Wehbi. “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 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 DooH and in-store retail media space, not just in this region but even at a global level.”

DigitAll is rolling-out this technology on several DooH networks in the UAE, in a move that will introduce data-driven measurement tools for advertisers. With this technology, clients and brands can expect greater RoI, increased effectiveness, and a more sophisticated approach to advertising in the digital age.

“We are at the forefront of integrating data measurement into our DooH and in-store retail media offerings,” said Wehbi. “This will help deliver more personalised messaging to audiences based on analysing data on individual behaviour and preferences. In the UAE, there is a growing interest and investment in this area. As advertisers seek to reach increasingly diverse and segmented audiences, data can provide a powerful tool to enhance the effectiveness of DooH advertising campaigns and turn them into smart measurable experiences. Our partnership with Advertima allows our clients to use state-of-the-art AI technologies to create personalised and interactive content designed to engage audiences more meaningfully.”

The smart signage combines hardware such as edge computers and 3D sensors, AI-enabled software that integrates seamlessly with any digital signage CMS platform, and round-the-clock data analytics services to deliver real-time audience insights. Tested over the past few months at various locations across Dubai Metro stations and malls, the technology handled the complexity and diversity of real-world audiences at these high-traffic locations and delivered accurate performance on key parameters.