Digital out-of-home (DOOH) media company Hypermedia, a subsidiary of W Group, signed a strategic agreement with Abu-Dhabi-based data and technology provider Seventh Decimal to join Streach, its planning and measurement platform for OOH media, putting audience measurement at the core of Out-Of-Home trading, modernizing it as an integral part of any media mix. The partnership allows brands to shift towards data-driven decisions for both digital and static OOH, maximizing the effectiveness of their campaigns.

With Streach, Hypermedia will enable its clients to accurately measure the exposure to their campaigns and understand the audience exposed, introducing metrics such as reach, frequency, impressions, sociodemographic, socioeconomic, and geo-distribution. Marketers can now use the same kind of insights they already use in their digital campaigns – a long-awaited goal of the OOH industry, which is one of the most brand-safe, transparent, and creative channels. Hypermedia believes that OOH measurement will be a key to its growth in the UAE. 

W Group Chief Operating Officer Philip Matta said in a statement, “Data science is raising marketing to prominence. Data insights support companies in making smarter decisions, thus delivering clients’ requirements most cost-effectively.”

Matta added that the company strives to “create a data ecosystem that allows a proper involvement between us as suppliers, advertising agencies (brands), and people (audience)” and build a “proper assessment to improve positioning, brand image, and audience engagement.”

Seventh Decimal CEO and Co-Founder Maud Moawad said, “As we are seeing more and more leading advertisers realizing the need for OOH measurement, it’s now the best time for media suppliers to endorse an audience measurement system that answers the local market specificities. We are thrilled by the trust that Hypermedia management has put in us by selecting Seventh Decimal as its audience measurement partner. Hypermedia will be joining other leading suppliers and media agencies in driving the transformation of OOH towards a more transparent, efficient, and accountable marketplace in the GCC.”