Programmatic Integration, Smart Solutions and Unique Measurement Tools
Philip Matta, COO of Hypermedia, a subsidiary of W Group Holding, was among the panelists discussing “Measuring up – OOH, data and technology” at Campaign Middle East’s first post-pandemic in-person “Campaign Breakfast Briefing: OOH 2022 – The Road Ahead”.
This event brought together industry professionals to network and discuss the future of the sector and their firms’ upcoming plans.
Matta’s input expanded over several topics, from measurement tools, to reach and impact, all the way to the need to have a common currency for the industry.
“We need to create value for OOH, as the latter is undervalued in terms of reach, impressions and CPM.” Matta stated, while addressing the current post-pandemic status of the industry. Saying how OOH needs to focus on digitizing its assets and showcase its effective impact by numbers and solid measurement techniques.
He went on to explain the importance of creating new, unique and highly efficient measurement tools. The panelists agreed that measuring up the success and impact, along with programmatic buying, actually enable UAE OOH market to tap into global markets. There lies a great opportunity to expand the whole industry with global advertisers.
In conclusion, when asked to make three headlines that Hypermedia would deliver in the coming year, Matta revealed that for the past year and a half, Hypermedia has been preparing to join the programmatic scene, he also promised more DOOH assets with smart solutions, unique measurement tools and tracking capabilities.
