Campaign Middle East speaks with Philip Matta, CEO of Hypermedia, to understand the strategy behind the outdoor advertising provider’s digital out-of-home (DOOH) offerings.
Hypermedia is at the forefront of DOOH innovation. Can you share more about how you’re utilising AI and technology to transform your network and empower advertisers?
We pride ourselves on being pioneers in DOOH innovation, particularly when it comes to leveraging AI and technology. Our network, powered by a cutting-edge tech stack, enables us to offer something unique in the region—real-time audience targeting and AI-triggered ad campaigns.
This is not just about placing ads; it’s about delivering personalised, meaningful content to the right audience at the right time. From Dubai Metro to the retail spaces in the UAE’s largest malls and hypermarkets, we are connecting consumers with brands through a seamless, measurable journey.
Our proprietary technology measures audience engagement and demographics using advanced AI algorithms, all while ensuring that privacy is respected. With GDPR-compliant AI sensors and data fusion, we transform passersby into relevant media audiences.
The technology functions flawlessly, allowing advertisers to optimise their ROAS while minimising ad waste costs to nearly zero.
Could you walk us through how Hypermedia’s technology works from a campaign perspective?
Our technology operates on a four-step process: capture, segment, activate, and measure. We start by capturing real-time data through advanced sensors embedded in our digital Smart Signages.
This data is segmented to identify key audience characteristics such as demographics, location, and time of day. Once this information is processed, we activate personalised ad campaigns tailored to the specific audience in that moment. Finally, we measure the campaign’s effectiveness, providing advertisers with in-depth analytics on engagement, reach, and conversion.
What sets our approach apart is our ability to segment data quickly and activate highly targeted ads in real-time, ensuring maximum relevance and engagement. Our goal is to create a connected experience for the consumer. Whether they’re seeing an ad on the metro or in retail, we ensure continuity in messaging.
How does Hypermedia’s AD platform enhance campaign execution and operational efficiency?
Our AD platform ensures precise campaign targeting for specific audience segments, while also supporting key commercial currencies: CPM, CPV, CPCV, etc. It is a platform that manages and distributes digital ads, providing historical data, live data, and forecasting future inventory availability. This allows advertisers to plan effectively, optimise their ad spend, and streamline operations, resulting in better-targeted campaigns and improved ROI.
At Hypermedia, we’re not just keeping pace with the digital evolution—we’re defining it. As “Creators of Impact”, we are transforming the media landscape across the region, delivering measurable, intelligent solutions that empower brands, engage consumers, and shape the future of smart advertising.
By Philip Matta, CEO, Hypermedia.
