A new company formally launching this month in Abu Dhabi marks what is thought to be the first Digital Out Of Home firm owned and managed by a government.
Abu Dhabi Media Digital Out of Home (AD Media DOOH) is the latest member of the government-backed Abu Dhabi Media Company  (ADMC) portfolio of digital businesses and will be focused on rolling out market-leading DOOH solutions regionally and internationally.
AD Media DOOH launches in the UAE and MENA regions with Al Barq Digital , a new brand that delivers compelling solutions and operates with the premise that it puts brands and advertisers together with consumers, where and when it truly matters.
Al Barq Digital’s first launch into the market is a fast-expanding network of unique interactive advertising and wayfinding stations to be deployed, starting this summer, in top shopping malls in the UAE and Gulf region. More than 300 screens should be turned on by Q1 2011.
The Al Barq Digital Media Units (or DMUs) are double-sided stations positioned at high foot traffic points in shopping mall entry and main walkway areas. All of the custom-designed DMUs have back-to-back 65″ high definition LCD screens used for mall and brand advertising, and back-to-back 22″ interactive LCD touch screens that help shoppers locate and navigate their way to stores and services. The units are also equipped with intelligent card readers for such things as loyalty programs, high-reliability printers and Bluetooth proximity marketing transmitters.
While the first rollout is in malls, DMUs can be deployed in virtually any venue, including airports, mass transit stations and exhibition centers.
AD Media DOOH says it is uniquely positioned for growth thanks to the collective expertise of its innovative founding company and its strategic partnerships with innovative technology companies.
AMDC is the fastest growing, multi-platform media organization in the region. Created in 2007 and backed by government, ADMC is a public joint stock company originating from the assets of Emirates Media Incorporated. The company owns several TV channels, a network of radio stations, newspapers and magazines, digital and online properties.
“ADMC has built a strong reputation as an innovative media company, and today we strive to change the face of outdoor media with the launch of the first regional digital signage network,” says CEO Ed Borgerding. “This new digital media solution underscores our strategy of expanding into adjacent markets to drive future growth, and demonstrates our focus on delivering groundbreaking solutions through new platforms.”
By combining proprietary technology, design and manufacturing into complete commercial media and digital signage solutions, Al Barq Digital plans to offer marketers a range of specialized integrated digital marketing products and services, from indoor digital signs (in malls, exhibitions and leisure destinations) and mobile applications, to large outdoor screens and building wraps.
“Our mandate is to lead the way in revolutionizing digital out of home advertising in the UAE and around the region,” says Andrew Wood, General Manager, AD Media DOOH. “Today’s announcement is the first step in our strategic effort to expand the potential of digital media out of home.”
Wood has a highly successful track record in digital media, including as President EMEA of EnQii and Co-Founder/CEO of mobile couponing pioneer Redeemit.
Al Barq will start operating immediately in the UAE, and has plans in place for further regional roll-out and international expansion.
ABOUT AL BARQ DIGITAL
Al Barq Digital is an innovative and integrated digital out of home (DOOH) media brand delivering compelling solutions that put advertisers and marketers together with consumers, when and where it truly matters. Established in July 2010, Al Barq Digital, is owned by the newly formed company – Abu Dhabi MEDIA Digital out of Home (AD Media DOOH), a subsidiary of Abu Dhabi Media Company. The company operates currently in the UAE, KSA and Jordan, with plans to expand both regionally and internationally.
ABOUT ABU DHABI MEDIA COMPANY
Abu Dhabi Media Company (ADMC) is a leading media organization in the Middle East, with businesses in free and pay television, radio, publishing, digital media, games, feature films, music, digital signage, outside broadcast/production, and printing. The company manages over 20 market-leading brands such as the TV channels Abu Dhabi Al Oula and Abu Dhabi Riyadiya/AD Sports, Emirate FM and Star FM radio stations, Al Ittihad and The National newspapers, Majid and Zahrat Al Khaleej magazines, anazahra.ae, Imagenation Abu Dhabi, LIVE, and United Printing Press. ADMC partners with Universal Music Group and Sony Music Entertainment on VEVO, the online music video platform, and has a first in the region MMOG joint-venture with Gazillion Entertainment. ADMC is headquartered in Abu Dhabi, with offices in Beirut, Cairo, Dubai and Jeddah.