Dubai: Adstream, a global player in digital advertising technology services, is expanding into the Middle East in partnership with twofour54 intaj of Abu Dhabi.
The partners pledged at a Dubai Media City roll-out yesterday evening to bring one-stop local and global media marketing campaigns to all levels of the digital food chain from brand owners and agencies to publishers.
"A lot of people attending tonight will work for companies that are clients of ours from around the world," Gerard Barron, CEO of Adstream, told Gulf News in an interview.
Barron described Adstream as a "media services company with a heavy emphasis on technology" that manages four million media assets in 90 countries.
A new Adstream presence expands the company's reach, adding to 20 international offices that support more than 5,000 major clients.
The company's new venture comes after expansions this year into South Africa and Hong Kong.
Adstream's entry into the Middle East alongside twofour54 will help media companies by offering Adstream's digital workflow solutions, said Barron.
"It gives them more control and transparency of what's going on," he said, noting that "brands want to get more control."
Benefits
Barron said Adstream chose the UAE for its latest international expansion because "it is a hub for a lot of our global brand advertisers. We saw what twofour54 was achieving and we felt they were a wonderful partner for us."
Ian Belzar, Head of Adstream UAE, said works have been in the progress for the last three months for the organisation to go live.
Efforts will culminate next week in the airing of the first television commercials on TV stations within the UAE produced via the new partnership between the two entities, Belzar said.
Twofour54 intaj, meanwhile, brings a wealth of expertise to the table as the media technologies arm of twofour54, a government-sponsored body forged to help develop world-class Arabic media and entertainment content."
The intaj arm will work with Adstream to target content creators from the advertising industry and TV sector through intaj's production and post production studios and suites in Abu Dhabi.
