Swiss smart signage solution rolled out in all Dubai metro-stations

Advertima has established itself as the global market leader in real-time audience measurement. The company’s Smart Targeting capability enables real-time segmentation targeting to accurately detect audience attributes (age, gender, and group constellation) and behaviour and automate the delivery of relevant content to the right target audience in front of the screen. The Advertima Smart Signage solution is a combination of hardware (edge computers and 3D sensors) and AI-enabled software, which integrates seamlessly with any Digital Signage CMS platform and 24x7 data analytics services to deliver real-time audience insights.

The technology allows for the first time to utilize real-time audience data in programmatic digital-out-of-home (DOOH) for automated media inventory sales and reporting. In addition, Advertima’s proprietary Audience Analytics measurement tools provide credible, real-time reporting on metrics such as audience traffic, impressions, qualified views, and view times to validate ad performance and improve ROAS.

The newly inked strategic partnership with W Group’s subsidiary DigitAll, aims to convert conventional DOOH and In-store Retail Media into audience data-driven media channels that maximize campaign effectiveness and increase advertisers’ return on advertising spend (ROAS). Under the partnership, DigitAll has begun deploying Advertima’s proprietary Smart Targeting technology on DOOH media networks in malls and retail in the UAE, providing consumer insights to advertisers across several sectors.

During the testing phase across Dubai Metro stations and Dubai Mall, Advertima’s technology ably handled the complexity and diversity of real-world audiences at high-traffic locations and delivered more accurate performance on key parameters than any other alternative on the market. Building on this success, DigitAll is set to transform the DOOH landscape in the UAE by rolling out the technology in all 53 Dubai metro stations, over 200 hypermarkets, and more than 40 shopping malls. With this new technology, clients and brands can expect a greater return on investment (ROI), increased effectiveness, and a more sophisticated approach to advertising in the digital age. The rollout started in Q1 2021 and will be completed by the end of 2023.

“Today’s programmatic DOOH standards lack qualified real-time audience data, both for real-time targeting and advanced analytics capabilities. And that is exactly the gap this partnership will fill. With DigitAll, we have found a partner pushing the boundaries of innovation in the OOH and In-store Retail Media space, not just in this region but even globally”, said Iman Nahvi, Founder and CEO of Advertima.

(Press release/RAN)