Hypermedia, a digital out-of-home (DOOH) technology company in the UAE, has launched its new HMX pDOOH platform, offering Publicis Media Middle East (ME) exclusive early access. Publicis Media ME, part of the global Publicis Groupe, will use the platform to optimize DOOH advertising for its clients throughout the region.
The HMX pDOOH platform aims to enhance indoor DOOH campaigns by providing advanced AI-driven audience targeting, real-time analytics, and adaptive digital signage. The platform’s rollout begins at Dubai Metro transit hubs and is expected to expand to major malls and hypermarkets across the UAE, offering brands a way to reach audiences in high-traffic locations.
Advanced Technology for Targeted DOOH Advertising
Hypermedia’s HMX pDOOH platform integrates AI and data analytics, allowing advertisers to create and adjust campaigns based on real-time audience demographics. The platform includes GDPR-compliant sensors and Data Fusion technology, which translates foot traffic data into audience segments, providing brands with targeted advertising capabilities.
The platform is designed to support advertisers from campaign planning to execution with a content management system, audience insights, and booking tools. By using real-time data, brands can make dynamic adjustments to their campaigns to improve relevance and reach across indoor locations.
Philip Matta, CEO of Hypermedia, said, “Our collaboration with Publicis Media ME on the HMX pDOOH platform is intended to enhance digital advertising by integrating advanced technology with creative delivery. This platform enables advertisers to interact with audiences more effectively across our network.”
Publicis Media ME to Expand Client Capabilities with HMX
Publicis Media ME’s exclusive early access to the HMX platform allows the agency to integrate the platform’s capabilities across its client portfolio, providing tailored campaign strategies with data-driven insights. Rayan Hajjar, Chief Investment Officer at Publicis Media ME, noted that the collaboration strengthens their approach to media planning, helping clients adjust strategies to maintain relevance in a competitive landscape.
Mazen Mroueh, Head of Performance at Publicis Media ME, highlighted that the partnership reflects a shift in DOOH advertising, creating new opportunities for client campaigns to resonate more effectively with targeted audiences.
Expanding DOOH Networks Across the UAE
The HMX platform, deployed across all 53 Dubai Metro stations, is set for expansion into additional high-traffic areas in the UAE, allowing brands to extend their reach. By offering a streamlined end-to-end solution, Hypermedia’s HMX platform aims to support the growth of DOOH advertising by providing precise targeting and performance metrics.
