Many issues were discussed during a high-level networking industry event hosted last week in Dubai by Ovab (Out-of-home Video Advertising Bureau Europe) - the group established to raise awareness and develop standards for the emerging digital out of home (DOOH) advertising industry in Europe. 

 

The event marked Ovab's launch in the Middle East and North Africa (MENA) and represented a unique opportunity for key players from various segments of the DOOH industry value chain to engage in a sustained dialogue about the state of the DOOH industry in the region. It also provided a forum for them to explore new ways to collaborate with each other.

 

Over 50 media industry professionals from key companies in the region participated in the event, including: 3M, Abu Dhabi Media DOOH, Advanced Interactive Media Solutions (AIMS), CISCO, Evolved Digital, IPSOS, ISOAR, JC Decaux, Joseph Digital Signage, Majid Al Futtaim Properties, Massive Media, MXN, PARC, Rotana Media Services (RMS) Outdoor, Synaxis, Tween Media, Think Like Air and Yahoo!.

 

"Our discussions reinforced the genuine need for a unified framework, including formalised media standards and effective measurement and reporting that are essential to transform the DOOH market in the region", said Florian Rotberg speaking on behalf of Ovab.

 

"It is especially rewarding to learn that the industry welcomes our presence in the market, and sees Ovab's role in MENA instrumental in developing the region's emerging Digital Out of Home advertising industry", concluded Rotberg.

 

Attendees at the event were overwhelmingly positive in voicing their support for Ovab:

 

Anurag Tripathi, VP, Mall Promotions & Media Asset Management, Promotion and Media, Majid Al Futtaim Properties: "This is a very positive move and initiative for the DOOH industry in the region. It will help bring into place standards and measurements along with a knowledge sharing platform for network operators, integrators and creative agencies that will ultimately benefit the advertisers, provide exciting options for consumers, and lead to increased business at the point of sale."

 

Bill Fordyce, Chief Operating Officer, Rotana Media Services Outdoor: "The event was very useful; it is important to develop industry standards as more and more advertisers in the Middle East are utilizing digital networks to target large audiences in malls in a creative manner. The trend towards digital is clear."

 

Michael Bort, Client Relationship Director, Kassab Media: "The intention to bring the industry together to collaborate on standards is great! Of particular importance is turning this strategic intention into action. This would bring a good dialogue among players and help use common lingo when approaching clients. We, at Kassab Media appreciate the opportunity to become Ovab members, and will offer our full support in every possible way."

 

Andrew Wood, General Manager, Al Barq Digital (AD Media DOOH): "We are confident Ovab's presence in the region will strengthen our industry and contribute to promoting a better understanding of the sector, and formulate appropriate policies and measures for the development and reputation of the DOOH media."

 

Launched in 2008, Ovab Europe is the neutral and independent representation of interests for the European Digital Out-Of-Home industry. The member-based organization is intended to build the industry and be its advocate, as well as provide information, research papers and studies, and guidance on standards.