TITLE: Chairman and Group CEO at W Group Holding (Hypermedia & DXTA)
YEARS IN THE ROLE: 25+ years
YEARS IN THE INDUSTRY: 25+ years
YEARS IN THE MIDDLE EAST REGION: 25+ years
OTHER ROLES: Chairman at W Ventures Holding (W Group Holding, W Invest Holding, W Equity Holding); Member of YPO, Dubai Chapter; Member of Tiger 21; Recognised by Arabian Business as one of the 100 Inspiring Leaders in the Middle East; Featured in Campaign Middle East’s Power List for 2023 and 2022, and Forbes Middle East’s Top CEOs 2023.
POWER ESSAY: GCC 2024 – THE SMART ADVERTISING EVOLUTION
The digital out-of-home (DOOH) advertising landscape in the GCC region is undergoing rapid and profound changes and growth, driven by significant governmental investments in smart city development and breakthroughs in artificial intelligence (AI), programmatic advertising, and data analytics. These innovations have turned traditional media into powerful, dynamic and measurable experiences, seamlessly integrating into the urban fabric of cities like Dubai and redefining how brands connect with their audiences.
Ad spending in the Digital Out-of-Home (DOOH) advertising market across the MENA region reached $350mn in 2023, with projections indicating a significant rise to $700mn by 2029. Currently, only about 1 per cent of this spending is programmatic, highlighting the growth potential in this area. DOOH represents approximately 30 per cent of the total out-of-home (OOH) market, estimated to be around $1 billion. The figures underscore the region’s growing influence in the global digital advertising landscape.
We were pioneers in implementing AI and advanced technologies, which have enabled hyper-targeted advertising and real-time campaign optimisation. Programmatic advertising, recently introduced to our DOOH industry in the region, has streamlined the buying process, enhancing both efficiency and effectiveness. Though still in its infancy in the GCC, it represents the next big step. As DOOH media suppliers, we are committed to fully implementing programmatic advertising in our daily bookings and operations, transforming the way we connect brands with their audiences.
Sophisticated measurement tools and data analytics provide unprecedented insights into audience behaviour, allowing for precise adjustments that enhance campaign impact. For instance, in our partnership with Road & Transports Authority (RTA) in Dubai Metro, we utilised AI-driven analytics to optimise content delivery, resulting in six times more engagement and 77 per cent inventory optimisation.
Hypermedia, a key subsidiary of W Group Holding and a regional leader in DOOH and retail media experiences, has embraced these changes by securing media rights with key partners, including RTA, Dubai Holding, Aldar Properties, Majid Al Futtaim, Union Coop, and ENOC. These strategic partnerships represent more than just growth – they signify our commitment to capturing and engaging new audiences through high-traffic locations to create unparalleled advertising opportunities.
W Group Holding is at the forefront of leveraging technology to revolutionise the DOOH landscape. Hypermedia epitomises this commitment by integrating AI technology, strategically placed media assets, and advanced data measurement tools. This approach delivers visually compelling and highly effective campaigns, enhancing the overall impact of brand messages.
Hypermedia’s network, the largest in the UAE, utilises these innovations to ensure that our media presence reaches consumers throughout their daily routines. From Dubai Metro to retail environments and landmark destinations, our network provides a seamless, engaging experience that keeps brands top-of-mind.
DXTA Technology, another W Group subsidiary, enhances this approach and plays a pivotal role in the group vision by specialising in tailored digital ad products and smart tech solutions. By utilising exclusive technologies, DXTA maximises returns on investment and helps brands in the UAE and the GCC region to achieve their long-term goals.
Together, Hypermedia and DXTA offer a robust digital portfolio that effectively engages consumers both online and offline. What sets W Group Holding apart is our proprietary technologies and unique audience insights, enabling us to craft campaigns that not only reach but also resonate deeply with target audiences.
As we advance in the dynamic media and technology landscape, W Group Holding’s strategic efforts aim to set new standards in OOH media and digital marketing. Our vision extends beyond the GCC, as we explore opportunities to apply our successful model in other rapidly growing markets. By offering innovative communication tools and leveraging cutting-edge technologies, we focus on amplifying reach and driving significant business impact. This commitment to innovation and excellence positions us at the forefront of the industry, guiding the future of media with a forward-thinking approach.
CAREER HIGHLIGHT
Over the past year, we’ve firmly positioned W Group Holding as a regional leader in DOOH, retail media, digital media, and smart tech solutions, truly bringing our tagline, “Experience Media Technology”, to life. A key milestone since 2021 has been Hypermedia’s strategic expansion, amplifying our media network across Dubai Metro, retail media, and iconic UAE destinations such as Palm Jumeirah, Nakheel communities, Expo City Dubai, ENOC petrol stations, and Hudayriyat Island, solidifying our position as a dominant force in the region’s
media landscape.
Additionally, at DXTA, we’ve optimised business and brand investments through cutting-edge digital ad products, bespoke experiences, and precise targeting, ensuring sustained commercial success and solidifying our reputation as industry pioneers.
Rapid fire
Focus for the next 12 months?
Growth and innovation.
Buzzword we need to kill?
Disruption.
Marketing needs to prioritise?
Authenticity.
Marketing needs to change?
Rely more on data for decision-making.
Top lesson learnt in 2024?
Adaptability is key.
What worries you the most?
Global economic instability.
Biggest blessing in your life?
My family.
Value/principle that matters the most?
Integrity.
What is your pet peeve?
Missing deadlines.
Who do you look up to?
Successful entrepreneurs.
What are you reading?
‘Atomic Habits’ by James Clear.
Favourite hobby?
Sports.
Top tip?
Always keep learning.
