Dubai
It would be difficult to miss it — an outdoor LED screen for the DIFC has been a focal point of attraction ever since it went live last month. The screen extends to a length of 96 meters and is 1.3 meters high, making it the longest digital Out-of-home (DOOH) space in the Middle East.
The signage records prices of listed companies on Nasdaq Dubai and updated throughout the day’s trading session. The market data will be supplemented by DIFC branded content.
“Outdoor media takes home about 15 per cent of total marketing budgets in the UAE, but is dominated by static displays,” said Niall Sallam, CEO of Elevision. “The industry is now shifting and we are seeing a far greater opportunity through digital signage by creating more value through a customised solution that is adaptable, targeted and effective.”
Apart from stock quotes, the screen has been pressed into service for launch campaigns. BMW is using it for the i8, its first plug-in hybrid sports car.
“Our media plan, alongside the creative concept, had to communicate the car’s pioneering features and aesthetic appeal,” said Michael Keller, regional marketing manager at BMW Group Middle East. “The DIFC LED screen was one such platform — it targets the right customers in a way that is appropriate for our new BMW i8.”
