HYPERMEDIA ROLLS OUT REAL-TIME PROGRAMMATIC DOOH NETWORK ACROSS UAE

Hypermedia, a subsidiary of W Group Holding, has launched an advanced real-time programmatic DOOH ecosystem across 4,000 digital screens in the UAE, delivering over 100 million daily impressions. The rollout introduces data-driven, automated and privacy-compliant targeting capabilities, marking a major leap in the region’s outdoor advertising and smart city media infrastructure.  

Hypermedia, a subsidiary of W Group Holding, has taken a significant leap in the digital out-of-home (DOOH) space with the launch of an advanced real-time programmatic ecosystem now being deployed across its network of 4,000 digital screens in the UAE. The rollout transforms one of the region’s largest OOH footprints into a responsive, data-driven advertising infrastructure capable of delivering more than 100 million impressions every day.

The innovation marks a critical shift away from the traditional broadcast model of outdoor media, introducing levels of automation, contextual intelligence and audience verification that have largely been reserved for online channels. With the new platform, brands can now activate campaigns programmatically, optimise creative messages based on real-time environmental or audience signals, and measure performance with greater precision — bridging the gap between physical media and digital-style accountability.

At the heart of the system is AiOO, a proprietary AI engine developed to score, segment and classify audience behaviour without relying on personally identifiable data. Instead of static loops, screens are able to adjust content in response to situational cues such as crowd density, demographic patterns, dwell time and movement flows. The influx of intelligence allows campaigns to become more dynamic, contextually relevant and outcome-oriented, creating opportunities for sequential messaging and storytelling across urban and transit environments.

“Digitisation was never the end goal for us,” said Philip Matta, CEO of Hypermedia, during the announcement. “The real evolution begins when screens become responsive and measurable. With real-time programmatic, we are turning public spaces into intelligent communication channels rather than passive billboards.”

The deployment spans high-traffic environments across Dubai Metro stations, major retail and lifestyle destinations, road networks, leisure clusters and landmark public locations. Within this footprint, more than 250 screens have been classified as smart real-time programmatic units equipped with edge processing capabilities, while approximately 1,500 additional digital faces are now programmatic-ready and compatible with automated buying processes. Together, they represent the largest pDOOH network of its kind in the UAE and one of the most technologically advanced in the region.

Industry observers note that the introduction of verified audience insights and measurable delivery brings DOOH closer to performance-driven planning models preferred by advertisers in sectors such as automotive, technology, finance and luxury retail. Programmatic standards also make the medium more accessible to global buyers who have already integrated automated buying platforms into their media mix.

Critically, Hypermedia has positioned the solution within a privacy-first framework compliant with UAE data regulations and international standards, reinforcing that no personal identifiers or facial data are collected at any point. The company emphasised that the value of the system lies in anonymized intelligence and contextual optimisation rather than individual tracking, a distinction increasingly scrutinised by regulators, consumers and brand custodians alike.

For the UAE, the rollout aligns with broader smart city ambitions, where urban infrastructure is enhanced through connected technologies, real-time analytics and digital public interfaces. As public spaces become more dynamic and data-aware, the boundary between media, mobility and city experience continues to blur, opening new possibilities for communication, commerce and civic engagement.

With its new programmatic ecosystem now active in key environments, Hypermedia is signalling what many believe to be the next chapter of outdoor media in the region — one where screens do not merely display content, but respond, adapt and learn. The company expects adoption to accelerate as agencies and global brands increasingly seek measurable, automated and contextually intelligent media channels in high-growth markets.