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Anup Oommen
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Hypermedia advances unified programmatic offering with Integrated Digital Revenue Function

Anup Oommen
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Roy Matta, Chief Revenue Officer, W Group Holding, said, “By unifying digital and DOOH within Hypermedia, we are building a model designed to capture growth from performance-driven budgets, not just traditional media spend."

From left, Hicham Dergham, Head of Digital Sales; Noha Bakri and Bahaa Azzam, Digital Sales Managers, HypermediaFrom left, Hicham Dergham, Head of Digital Sales; Noha Bakri and Bahaa Azzam, Digital Sales Managers, Hypermedia

Hypermedia, a digital out-of-home (DOOH) and retail media network in the UAE, has marked a strategic step toward a fully unified, advanced programmatic-driven media offering with the formation of its Integrated Digital Revenue Function.

The new structure brings together Hypermedia’s media ecosystem with the technology and programmatic expertise of DXTA Technology, the Group’s adtech arm specialising in data, automation, and cross-channel activation. Both entities operate under W Group Holding.

Heading the Digital Revenue function is Hicham Dergham, Head of Digital Sales, supported by Noha Bakri and Bahaa Azzam, Digital Sales Managers. The team will drive the commercial development of integrated programmatic solutions across DOOH and digital environments.

“This is a revenue transformation, not just an operational one,” said Roy Matta, Chief Revenue Officer at W Group Holding. “By unifying digital and DOOH within Hypermedia, we are building a model designed to capture growth from performance-driven budgets, not just traditional media spend. As prDOOH in the region moves from early adoption to scaled growth, this integration positions us to unlock new revenue streams through data-driven, cross-channel activation.”

He added, “Ultimately, this is about increasing yield, expanding demand, and aligning our media ecosystem with where the market is heading.”

This integration marks the transition of DXTA’s online marketing capabilities and programmatic team into Hypermedia, creating a unified digital and DOOH media powerhouse.

By consolidating sales, technology, systems, and marcom under one structure, Hypermedia now offers a single omnichannel activation framework, positioning it as a differentiated player among OOH media owners.

The offering spans Petal Ads, gaming, video and display, high-impact programmatic formats, and prDOOH with geofencing, enabling full-funnel, performance-driven campaigns across physical and digital environments.

This positions Hypermedia to deliver measurable, cross-channel impact, allowing brands to move seamlessly between physical and digital touchpoints within a fully connected 360° consumer journey.

Tags:cross-channel activationdigitaldisplayDOOH mediaDXTA Technologygaminghigh-impact programmatic formatsHypermediaintegrated digital revenue functionmarcommsmeasurementmediaomnichannel activation frameworkpDOOHperformance driven budgetPetal adsPrDOOHprogrammaticrevenue streamsRoy MattaSalessystemstechnologyunified programmaticvideoW Group Holding
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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