W Group Holding launches a Dubai-Born Innovation: The World’s First Real-Time Audience-Targeting Programmatic DOOH
May 2025
What if Digital Out-of-Home could think in real time? What if the audience wasn’t just seen but understood? Today, W Group Holding made that future a reality. In a breakthrough launch event held Tuesday at the Theater of Digital Art (TODA), W Group Holding unveiled a world-first innovation in digital advertising: a real-time audience-targeting programmatic Digital Out-of-Home (pDOOH) technology, proudly developed in Dubai.
AiOO, W Group’s newly launched real-time audience-targeting programmatic DOOH technology, is showcased during the Group’s 25th anniversary event at the Theater of Digital Art (TODA) in Dubai
Revealed during W Group’s 25th anniversary celebration, this next-generation AI-powered platform marks a defining moment in the evolution of global advertising. Engineered to revolutionize how outdoor media is sold, measured, and experienced, the new technology reflects Dubai’s strategic rise as a global hub for smart media innovation.
Habib Wehbi, Chairman and Group CEO of W Group Holding, delivering the opening address during the event
“Tonight, you witnessed a preview of our future: a real-time audience targeting breakthrough that redefines precision in Digital Out-of-Home,” said Habib Wehbi, Chairman and Group CEO of W Group Holding. “This innovation is more than a product – it’s a strategic leap forward for W Group and the industry. Built to power intelligent, data-led media at scale, it marks the beginning of a new era in programmatic DOOH, starting here in Dubai and expanding globally. It reflects our belief in bold ideas, our confidence in local innovation, and our commitment to shaping what’s next in media.”
Following Wehbi’s keynote, key industry and government leaders, from entities including the Dubai Department of Economy and Tourism, Dubai Media Council and Mada Media, took the stage to share their perspectives on the unveiling of W Group technology:
Mohammed Al Hammadi, CEO of Mada Media, addresses attendees during the launch of AiOO
Mohammed Al Hammadi, CEO of Mada Media, said: “We at Mada Media are delighted to be part of this groundbreaking moment as Dubai unveils the future of technology. Investments like these not only raise the industry standard but also inspire progress across the market. Our presence here reflects our commitment to encouraging businesses to invest, innovate and elevate advertising across the Emirate, turning bold ambition into tangible achievement. With vision, collaboration and innovation we are not just transforming the way we advertise, but we are helping shape the identity of a world-class city.”
Hesham AlOlama, Director of Strategy and Performance Management at the Dubai Media Council
Hesham AlOlama, Director of Strategy & Performance Management at Dubai Media Council, stated: “25 years in the making, W Group has been innovative, and it actually is a global leap for Dubai’s creative economy. This is more than a project launch. It is a statement, a declaration that innovation is not just happening in Dubai, it is being led by Dubai.” He added: “What you see today with W Group and Hypermedia is a case study of what happens when we get public and private partnership together. A Dubai born company, supported by long term government collaboration is now setting a new benchmark in how brands and cities interact with audiences. We cannot do this alone, that is why partnership with companies like W Group are not optional, they are essential.”
Hoor AlKhaja, Senior Vice President – International Operations at Dubai Economy and Tourism
To explore the broader implications of this breakthrough technology, the event featured a Global Industry Experts Panel moderated by Ian Manning, Executive Director of IAB MENA. The panel included: Tom Goddard, President of the World Out of Home Organization (WOO), Mickael Ferreira, VP and Global Chief Business Officer of Azerion. Hammad Benjelloun, CEO of AiOO, and Philip Matta, CEO of Hypermedia.
Hammad Benjelloun (CEO, AiOO), Mickael Ferreira (VP & Global Chief Business Officer, Azerion), Tom Goddard (President, World Out of Home Organization), and Philip Matta (CEO, Hypermedia), participate in a panel discussion moderated by Ian Manning, Executive Director of IAB MENA, during the launch of AiOO
Introducing AiOO: Real-Time Audience-First DOOH
AiOO, bridges the gap between the physical and digital worlds through real-time audience analysis and precision targeting. The proprietary Ai-powered platform delivers real-time audience intelligence to the DOOH ecosystem. AiOO uses advanced audience analysis to detect real-time traits and movement behavior. It then dynamically adjusts ad delivery for maximum relevance with No Facial Recognition. With a privacy-by-design model, AiOO ensures full compliance with data protection standards and ethical targeting from the ground up.
What makes this innovation even more strategic is how it’s being deployed across W Group’s specialized entities. Hypermedia, the Digital Out-of-Home media company operating Dubai’s most extensive DOOH network, is the first to activate AiOO’s real-time audience AI solution. AiOO, the AI engine powering the technology, delivers privacy-compliant, real-time audience intelligence through its Audience Eye data solution and AiOO X Programmatic Exchange.
Meanwhile, DXTA, W Group’s online media arm, is scaling this innovation globally, enabling brands and agencies to tap into data-driven pDOOH and omni-channel activations across international markets.
