Hypermedia Launches HMX pDOOH Platform Publicis Media Middle East to Lead First Rollout

Hypermedia, the leading digital out-of-home (DOOH) tech company in the UAE, announces the launch of its proprietary HMX pDOOH platform, granting Publicis Media Middle East (ME) - part of Publicis Groupe Middle East, the region’s leading communications and media agency holding company - first access to leverage the platform’s capabilities and  enhance campaign delivery for its wide client portfolio.

This cutting-edge technology redefines indoor DOOH media by empowering brands with unmatched control over their campaigns through AI-driven targeting, real-time audience analytics, and smart signage integration. The collaboration will deliver personalised, data-driven ad campaigns across Hypermedia’s expansive DOOH network, starting with Dubai Metro’s transit hubs and expanding into key malls and hypermarkets across the UAE.

Transforming the Indoor Digital Landscape

The new HMX pDOOH Platform integrates cutting-edge AI-powered real-time audience measurement and targeting tools, making it a game-changer for DOOH campaigns. This advanced platform empowers advertisers to create data-driven campaigns and deliver them seamlessly across Hypermedia’s expansive indoor digital network in the UAE.

HMX allows brands to plan, book, and execute campaigns seamlessly across multiple DOOH touchpoints. By analysing audience data in real-time, it enables advertisers to make dynamic campaign adjustments and measure impact with precision. Powered by a cutting-edge tech stack, the HMX pDOOH platform uses GDPR-compliant AI sensors and Data Fusion to transform people into media-relevant audiences, providing brands with unparalleled demographic targeting capabilities.

Strategic Partnership with Publicis Media ME

Through this partnership, Publicis Media ME will be the first to offer its clients access to HMX, granting them a significant competitive edge. 

Commenting on the collaboration, Philip Matta, CEO of Hypermedia, said: "This strategic partnership with Publicis Media ME reaffirms our commitment to driving the future of digital advertising by merging technology with creativity. The HMX pDOOH platform empowers advertisers to connect meaningfully with their audiences and maximise their impact, turning every screen into a smart, measurable experience.

Rayan Hajjar, chief investment officer, Publicis Media ME said, “We're extremely excited to drive our long-standing partnership with Hypermedia further as the industry continues to adopt new technologies. This collaboration keeps Publicis at the leading edge of innovation, creativity and data transformation, ultimately benefiting our clients by enabling them to continuously evolve their communication strategies for more impactful planning.”

Mazen Mroueh, head of performance, Publicis Media ME added, "This strategic partnership with Hypermedia marks a significant milestone in the evolution of Digital Out-of-Home advertising in the region and will revolutionise the consumer Experience. By leveraging Hypermedia's cutting-edge technology "HMX", using data-driven insights, and combining Publicis Media's expertise we are poised to deliver true personalization through DOOH. Together, we will unlock unprecedented opportunities for our clients, delivering highly targeted and impactful campaigns that resonate with audiences at the right time, and in the right place."

Seamless Integration Across DOOH Networks

HMX offers a complete end-to-end solution, including a content management system, data analytics, and ad booking capabilities, ensuring campaigns are optimised from start to finish. It is deployed across Dubai Metro's network, seamlessly integrated within all 53 stations.

The partnership between Hypermedia and Publicis Media ME sets a new benchmark for DOOH advertising and reflects both companies' commitment to shaping the future of the advertising landscape in the UAE and beyond.