W Group unveils real-time programmatic DOOH platform
W Group Holding has launched a real-time, audience-targeting programmatic Digital Out-of-Home (pDOOH) platform. Touted as a global first, the AI-powered technology, AiOO, brings dynamic targeting to outdoor media by adapting ad delivery based on real-time audience traits and behaviour.
AiOO is now being deployed across the UAE by Hypermedia, W Group's DOOH company that operates a large screen network. The technology is also being scaled globally through DXTA, the group's digital arm, giving agencies and advertisers access to new levels of precision across markets.
Designed with a privacy-first approach, AiOO does not use facial recognition – instead using advanced audience analysis to detect real-time traits and movement behaviour and adjusts content based on relevance, while meeting international data protection standards. According to W Group, the platform is a step forward in how out-of-home campaigns are bought, measured and optimised, with the aim of helping brands connect with audiences more intelligently.
The technology was officially unveiled during W Group's 25th anniversary event, held at the Theatre of Digital Art (TODA) in Dubai. The launch brought together industry leaders and representatives from government entities including Dubai Media Council, Mada Media, and the Department of Economy and Tourism.
Habib Wehbi, Chairman and Group CEO of W Group Holding, said, 'Tonight, you witnessed a preview of our future: a real-time audience targeting breakthrough that redefines precision in Digital Out-of-Home. This innovation is more than a product – it's a strategic leap forward for W Group and the industry. Built to power intelligent, data-led media at scale, it marks the beginning of a new era in programmatic DOOH, starting here in Dubai and expanding globally. It reflects our belief in bold ideas, our confidence in local innovation, and our commitment to shaping what's next in media.'
Following Wehbi's keynote, key industry and government leaders, from entities including the Dubai Department of Economy and Tourism, Dubai Media Council and Mada Media, took the stage to share their perspectives on the unveiling of W Group technology.
Mohammed Al Hammadi, CEO of Mada Media, said: 'We at Mada Media are delighted to be part of this groundbreaking moment as Dubai unveils the future of technology. Investments like these not only raise the industry standard but also inspire progress across the market.'
Hesham AlOlama, Director of Strategy & Performance Management at Dubai Media Council, stated: '25 years in the making, W Group has been innovative, and it actually is a global leap for Dubai's creative economy. This is more than a project launch. It is a statement, a declaration that innovation is not just happening in Dubai, it is being led by Dubai.'
The event also featured a panel featuring Ian Manning, Executive Director of IAB MENA, Tom Goddard, President of the World Out of Home Organization (WOO), Mickael Ferreira, VP and Global Chief Business Officer of Azerion, Hammad Benjelloun, CEO of AiOO, and Philip Matta, CEO of Hypermedia.
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