Leading IT developing group OVAB Europe, which helped raise awareness for the emerging Digital Out of Home (DOOH) advertising industry in Europe, is heading to the Middle East and North Africa to push its expertise. The company is joining forces with Abu Dhabi-based AD Media Digital Out of Home (AD Media DOOH) to do just that.
AD Media DOOH gained massive recognition for its al-Barq Digital brand that operates a fast-growing network in the largest shopping malls in the UAE.
OVAB said in a press statement they hope that other local companies will eventually join the movement in the region to bolster advertising capabilities.
“Advertising is a global business with major global holding companies controlling media spend, so the more work our industry does to establish common ways to create, sell, buy and measure this new medium, the more we’ll all benefit,” added Dirk Huelsermann, President of OVAB Europe, in a press conference.
“There are so many business ties and shared brands across Europe and the Middle East that this is an easy, natural fit.”
“Digital Out Of Home media is particularly new in this region,” explained al-Barq Digital General Manager Andrew Wood, “so we have a somewhat unique opportunity here to apply many of the ideas, tools and insights developed by OVAB Europe to a sector that’s just getting itself established.”
Joseph Mayton
