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UAE DOOH firm converts in-store and petrol station networks to BroadSign digital signage

United Arab Emirates-based digital out-of-home firm HyperMedia FZ LCC has converted its displays to BroadSign International LLC's automated software platform, BroadSign announced today.

October 13, 2015

United Arab Emirates-based digital out-of-home firm HyperMedia FZ LCC has converted its displays to BroadSign International LLC's automated software platform, BroadSign announced today.

HyperMedia's mall network is currently composed of 22 malls with 600 large-format LCD and LED screens (some up to 49-by-26 feet in size) and will grow to 30 malls with 1,000 screens due to Middle Eastern expansion. The in-store network will increase from 15 to 30 hypermarkets housing 500 47- to 84-inch LCD displays, while the petrol station/convenience store network will consist of 170 outlets in Dubai with 25-inch screens located at the point of purchase.

"We were familiar with BroadSign from market research and selected its CMS due to plentiful features, the ease of uploading and scheduling content, and reliable operation," HyperMedia Digital Network Engineer Ashin John said in the announcement. "BroadSign has made direct monitoring and management of our network possible, not to mention efficient and organized. Moreover, proof-of-performance reports and easy billing have increased accountability for our clients."

One half of HyperMedia's programming is dedicated to advertising, with the remaining quarters given to retail partner communications and informational content. Advertisers such as Audi, BMW, P&G and Unilever take advantage of reaching consumers at their purchase destination to facilitate decision-making, the announcement said. Its mall network alone reaches 260 million shoppers each year and has 75 percent market share in the DOOH space, the company said.

"Advanced cities and shopping destinations like Dubai and Abu Dhabi are ideal settings for high-quality displays delivering exclusive advertising opportunities at the point of purchase," said Skip Beloff, vice president of sales at BroadSign. "HyperMedia provides just this, and BroadSign is pleased to assist in enabling a real-time advertising channel with continuous update and monitoring possibilities."