Dubai, UAE – Hypermedia, the UAE’s most advanced Digital Out-of-Home (DOOH) and retail media network, today announced the formation of its Integrated Digital Revenue Function, marking a strategic step toward a fully unified, programmatic-driven media offering.
The new structure brings together Hypermedia’s media ecosystem with the technology and programmatic expertise of DXTA Technology, the Group’s adtech arm specializing in data, automation, and cross-channel activation. Both entities operate under W Group Holding.
Heading the Digital Revenue function is Hicham Dergham, Head of Digital Sales, supported by Noha Bakri and Bahaa Azzam, Digital Sales Managers. The team will drive the commercial development of integrated programmatic solutions across DOOH and digital environments.
“This is a revenue transformation, not just an operational one,” said Roy Matta, Chief Revenue Officer at W Group Holding. “By unifying digital and DOOH within Hypermedia, we are building a model designed to capture growth from performance-driven budgets, not just traditional media spend. As pDOOH in the region moves from early adoption to scaled growth, this integration positions us to unlock new revenue streams through data-driven, cross-channel activation.”
He added: “Ultimately, this is about increasing yield, expanding demand, and aligning our media ecosystem with where the market is heading.”
This integration marks the transition of DXTA’s online marketing capabilities and programmatic team into Hypermedia, creating a unified digital and DOOH media powerhouse. By consolidating sales, technology, systems, and marcom under one structure, Hypermedia now offers a single omnichannel activation framework, positioning it as a differentiated player among OOH media owners.
The offering spans Petal Ads, gaming, video and display, high-impact programmatic formats, and pDOOH with geofencing, enabling full-funnel, performance-driven campaigns across physical and digital environments.
This positions Hypermedia to deliver measurable, cross-channel impact, allowing brands to move seamlessly between physical and digital touchpoints within a fully connected 360° consumer journey.
