DigitAll Deploys Advertima Smart Targeting Technology

Tristan Cotterill

DigitAll, a subsidiary of W Group and Advertima have entered a partnership that designates DigitAll as Advertima’s exclusive agent in the Gulf Cooperation Council** (GCC) region.

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.

W Group Chairman and CEO Habib Wehbi told us “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. 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.”

The roll-out, which started in Q1 of 2023 covers 53 Dubai metro stations, 200+ hypermarkets, and more than 40 shopping malls and will be completed by the end of the year.

Described as a strategic partnership, we are told that it aims to convert conventional digital-out-of-home 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.

Iman Nahvi, Advertima’s Founder and CEO said “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.”

DigitAll is rolling-out this technology on several DOOH networks in the UAE with the belife that with this new technology, clients and brands can expect greater ROI, increased effectiveness, and a more sophisticated approach to advertising in the digital age.

The Advertima Smart Signage solution is a combination of hardware (edge computers and 3D sensors) and software which integrates seamlessly with any Digital Signage CMS platform, and 24×7 data analytics services to deliver real-time audience insights.

Tested over the last few months at various locations across Dubai Metro stations and Dubai Malls, the technology ably handled the complexity and diversity of real-world audiences at these high-traffic locations and delivered more accurate performance on key parameters than any other alternative on the market.

** A political and economic alliance of six Middle Eastern countries; Saudi Arabia, Kuwait, the United Arab Emirates, Qatar, Bahrain, and Oman.

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