Hypermedia wins OOH media rights in Expo City Dubai

Hypermedia, a subsidiary of W Group, has been awarded the exclusive Out-Of-Home (OOH) advertising media rights for the Expo City Dubai for 10 years.

Hypermedia expanded its out-of-home (OOH) media impact to Expo City Dubai – the legacy of Expo 2020 Dubai and a blueprint for sustainable urban development.

The 10-year strategic partnership between Expo City Dubai and Hypermedia aims to bring smart solutions and media contributions to the City’s OOH media network.

Hypermedia will commercialise the media landscape by installing new assets by mid-2023 onwards and will manage and rent promo areas thereof by turning them into experiential activation spaces to take brands’ digital efforts off the ground. On a more practical level, DigitAll, the tech arm of W Group, will be joining forces with Hypermedia to create a data ecosystem that aims to allows proper involvement between media suppliers, brands and their audiences, through real-time data measurement and in-depth audience analysis.

Sholto Douglas-Home, chief sales and MarComms officer at Expo City Dubai, said: “Expo City Dubai will continue to welcome visitors from around the world, serving as the go-to destination for local, regional and global events, including COP 28, and supporting the continued growth and development of the UAE more widely. Partnering with Hypermedia represents an unparalleled opportunity for trusted marketing impact and reach.”

Habib Wehbi, chairman & CEO of W Group (Hypermedia and DigitAll), highlighted the importance and pride of being honored this opportunity and said: “We’re committed to exceeding expectations, going above and beyond what is required to empower brands. We’re changing the OOH media scene of Expo City Dubai to be more dynamic and pave the way to more innovative and advanced experiential marketing smart solutions.”