OVAB, the group established to raise awareness and develop standards for the emerging Digital Out Of Home (DOOH) advertising industry in Europe, is expanding its reach into the Middle East and North Africa (MENA).
Abu Dhabi-based AD Media Digital Out of Home (AD Media DOOH), whose Al Barq Digital brand operates a fast-growing DOOH network in the largest shopping malls in the UAE, is the first member to join OVAB (Out-of-home Video Advertising Bureau) in the region.
“Digital Out Of Home media is particularly new in this region,” explained Al Barq Digital General Manager Andrew Wood, “so we have a somewhat unique opportunity here to apply many of the ideas, tools and insights developed by OVAB Europe to a sector that’s just getting itself established.”
Dirk Huelsermann, President of OVAB Europe noted the drive by Al Barq to establish the regional wing is particularly important because the start-up, which turned on its first screens in mid-2010, is backed by one the Middle East’s largest and fastest growing media organisations, Abu Dhabi Media Company, which has dozens of diverse media properties in broadcast, online and print. “In the short time Al Barq has made itself known, we’ve seen a lot of evidence that this will be a company to watch.”
The initial goal of OVAB’s expansion into MENA, along with building membership, is raising awareness of the need for formalised media standards and effectiveness measurements that help build credibility and acceptance among media buying groups and brand advertisers. “It’s very clear that what is of highest importance is demonstrating, consistently, the impact and benefits this medium delivers to advertisers, brands and the consumer,” added Wood.
A first event for existing and prospective members is being targeted for Q1 in the region.