Al Barq Digital, a Middle East multi-platform DOOH company – established only in July 2010, announced that it is commissioning an industry report; it is proposing a new operational framework; and it will form a regulatory body for MENA region.Al Barq, a subsidiary of Abu Dhabi Media Company (ADMC), said it will enroll the expertise of local and international key media knowledge partners to assess the current status of the Digital Out of Home market and gauge trends and growth opportunities in the region.
“The media industry is in the midst of unprecedented transformation that demands a new outlook, an updated framework and adequate tools to address the challenges and opportunities of the market today. ADMC has a reputation for innovation, entrepreneurship and collaboration and this announcement represents the first milestone in our strategic endeavors to develop the potential of digital media out of home in the UAE and regionally”, said Ed Borgerding, the CEO of ADMC, during a trade event held Sunday at The Arabian Court, One & Only Royal Mirage
The new framework will include formalised measurement and standards, which will provide marketers with a better understanding of its ROI, and will give media companies much needed tools to prove the value of digital outdoor media to their clients and audiences. Reach alone doesn’t tell the whole story and Al Barq intends to combine the ratings with effectiveness metrics to provide a complete view.
With support from Dirk Huelsermann, OVAB Europe – the independent representative body of the European Digital Out of Home industry, Al Barq aims to mobilise the local industry with the creation of an OVAB organisation in the MENA region. Its mission will be to raise awareness and build reputation for Digital Out of Home as an independent and accepted medium within the media landscape; as well as promoting dialogue and knowledge transfer between relevant industry parties.
Al Barq Digital started operating in the UAE in July with the deployment of its interactive digital signage network in prominent shopping malls and has plans in place for further regional roll-out and international expansion, with an estimated 300 screens to be turned on by Q1 of 2011.