Hypermedia, a subsidiary of W Group Holding, has launched the region’s most advanced real-time programmatic DOOH ecosystem, now being deployed across select environments within its 4,000 digital screen networks, collectively delivering over 100 million impressions every day across the UAE. This phased rollout introduces intelligent, real-time data-driven capabilities to priority locations, paving the way for a full transformation that marks a major leap for the region’s OOH industry: from static planning and probabilistic assumptions to precision targeting, verified audiences, and real-time optimizations at scale.
Hypermedia now offers two classes of programmatic media across its national network:
- Smart Real-Time Programmatic Screens – (250 screens)
Screens equipped with sensor intelligence and edge processing, capable of real-time targeting and dynamic creative optimization.
- Programmatic-Ready Digital Screens – (1,500 screens)
High-quality digital inventory seamlessly available through automated buying platforms, optimized through scheduling, data triggers and smart delivery logic.
Together, these screens form the UAE’s largest intelligent pDOOH footprint, connecting Dubai Metro journeys in 53 stations, retail environments, ENOC petrol stations, and flagship destinations including Palm Jumeirah, Expo City Dubai, Hudayriyat Island and more – an integrated media infrastructure built for smart-city scale.
Hypermedia’s real-time ecosystem, powered by AiOO Technology, introduces targeting that goes far beyond the traditional reach-and-frequency mindset. Smart screens now read the environment, not the individual. Demographic signals refine creative based on age and gender metadata, while behavioral patterns – flow, pause, dwell – shape when and how messages are delivered. Contextual triggers such as time and location adjust the narrative as the environment shifts.
And behind every decision sits a classification engine of more than 600 lifestyle, behavioral, and intent-based audience segments, enabling the system to qualify who is present, interpret their likelihood to engage, and activate screen scoring in real time. Sequential storytelling then follows these audiences across multiple screens, creating cohesive, multi-touch journeys in the physical world.
“Digitization was never the destination. The real transformation begins when screens become intelligent, responsive and measurable. With our real-time programmatic ecosystem, we are turning the UAE’s urban environments into data-driven infrastructure where brands don’t just appear, they react, interact and deliver outcomes. This launch is not an upgrade. It is the new architecture of DOOH, built for smart cities and measurable impact,” Hypermedia CEO Philip Matta said.
“Today, our Metro, retail and destination networks are not just connected, they are alive, reacting to audiences with accuracy, automation and verifiable results. This is performance OOH at national scale, and it is operational right now,” Hypermedia’s Head of Programmatic Dylan Temple-Heald said.
He added: “most marketers still treat OOH as a fixed channel, but audiences are anything but fixed. With real-time programmatic now live, our screens move with people, reacting, optimizing and engaging in the moment. Automated buying, anonymized audience intelligence and measurable attribution are redefining performance for brands across the UAE. We’re not selling sites anymore. We’re delivering verified audiences and intelligent scale.”
Hypermedia’s real-time ecosystem is designed with uncompromising privacy and compliance, with no facial recognition and full regulatory alignment with GDPR and UAE Data Protection regulations embedded by design. This framework ensures brands gain insight without compromising user anonymity or safety.
Read more: Chtrbox Expands Internationally, Sets Up Dubai As First Global Base
