‘Mall signages – a perfect growth opportunity for DOOH’

Bill Fordyce, COO, HyperMedia, Dubai spoke on ‘How DOOH can work the magic for media owners & brands’ at OAC 2017. He pointed to mall signages as a key DOOH growth opportunity.

Bill made his presentation on the mall signage business in the Dubai market which was established 15 years ago. He spoke about the various kinds of signages that are available within malls and those are measurable by footfalls and measurable research.

The municipalities there while trying to squeeze the industry with taxes has also emphatically been creating good street signage’s space like Citywalk, Boxpark, etc. From 2014 the digital growth presence in Malls grew yearly by 44%, 50%, 59%, 61% and is expected to move to 70% in 2018. Further it will grow creatively with the help of several factors like:

• Dynamic Content,
• Programmatic Purchasing
• Wayfinding Signage’s (integrating mobile technology to define routes)
• Wi-fi analytics and wi-fi sponsorship
• Face recognition will be able to distinguish the purchaser by technology that reads his expressions and interest.