UAE-based digital out-of-home (DOOH) tech company Hypermedia has launched its proprietary HMX pDOOH platform and has granted Publicis Media Middle East (ME) – part of Publicis Groupe Middle East – first access to leverage the platform’s capabilities and enhance campaign delivery for its client portfolio.
This indoor DOOH media technology empowers brands with better control over their campaigns through AI-driven targeting, real-time audience analytics, and smart signage integration.
The collaboration aims to deliver personalised, data-driven ad campaigns across Hypermedia’s DOOH network, starting with Dubai Metro’s transit hubs and expanding into key malls and hypermarkets across the UAE.
Rayan Hajjar, Chief Investment Officer, Publicis Media ME said, “We’re extremely excited to drive our long-standing partnership with Hypermedia further as the industry continues to adopt new technologies. This collaboration keeps Publicis at the leading edge of innovation, creativity and data transformation, ultimately benefiting our clients by enabling them to continuously evolve their communication strategies for more impactful planning.”
Transforming the indoor digital advertising landscape
The new HMX pDOOH Platform integrates AI-powered real-time audience measurement and targeting tools, empowering advertisers to create data-driven campaigns and deliver them seamlessly across Hypermedia’s indoor digital network in the UAE.
HMX allows brands to plan, book, and execute campaigns seamlessly across multiple DOOH touchpoints. By analysing audience data in real-time, it enables advertisers to make dynamic campaign adjustments and measure impact with precision.
Powered by a cutting-edge tech stack, the HMX pDOOH platform uses GDPR-compliant AI sensors and data fusion to transform people into media-relevant audiences, providing brands with unparalleled demographic targeting capabilities.
Through this partnership, Publicis Media ME will be the first to offer its clients access to the technology, granting them a competitive edge.
Commenting on the collaboration, Philip Matta, CEO of Hypermedia, said: “This strategic partnership with Publicis Media ME reaffirms our commitment to driving the future of digital advertising by merging technology with creativity. The HMX pDOOH platform empowers advertisers to connect meaningfully with their audiences and maximize their impact, turning every screen into a smart, measurable experience.
HMX integration across DOOH networks
HMX offers an end-to-end solution, including a content management system, data analytics, and ad booking capabilities, ensuring campaigns are optimised from start to finish. It is deployed across Dubai Metro’s network, seamlessly integrated within all 53 stations.
Mazen Mroueh, Head of Performance, Publicis Media ME said, “This strategic partnership with Hypermedia marks a significant milestone in the evolution of digital out-of-home advertising in the region and will revolutionise the consumer experience.”
“By leveraging Hypermedia’s cutting-edge technology “HMX”, using data-driven insights, and combining Publicis Media’s expertise we are poised to deliver true personalisation through DOOH. Together, we will unlock unprecedented opportunities for our clients, delivering highly targeted and impactful campaigns that resonate with audiences at the right time, and in the right place,” Mroueh added.
