Abu Dhabi Media Company (ADMC) announced it has expanded its portfolio of digital businesses with the formation of a new subsidiary, Abu Dhabi Media Digital Out of Home (AD Media DOOH), which will act as a dedicated company to develop and create new solutions in the digital out of home media space.

AD Media DOOH will operate a number of brands in the UAE and internationally, each delivering compelling solutions that put brands and advertisers together with consumers, where and when it truly matters.

AD Media DOOH is uniquely positioned for growth thanks to the collective expertise of its innovative founding company and its strategic partnerships with innovative technology companies.

"ADMC has built a strong reputation as an innovative media company, and today we strive to change the face of outdoor media with the launch of a veritable digital signage network," commented CEO Ed Borgerding.

"This new digital media solution underscores our strategy of expanding into adjacent markets to drive future growth, and demonstrates our focus on delivering groundbreaking solutions through new platforms."

AD Media DOOH launches in the UAE with Al Barq Digital, a digital out of home media brand that facilitates effective engagement and interaction between brands and consumers through its innovative approach to creating and delivering digital content.

By combining proprietary technology, design and manufacturing into complete commercial media and digital signage solutions, Al Barq Digital plans to offer marketers a plethora of specialized integrated digital marketing products and channels, unmatched in the regional marketplace: from indoor digital signs (in malls, exhibitions and leisure destinations) and mobile applications, to large outdoor screens and building wraps.

"AD Media DOOH strives to build an expertise across the digital media space," said Ricky Ghai, Executive Director, Digital Media at ADMC. "It is clear to us that marketers will always be looking for a better and richer consumer interaction. Al Barq Digital offers turn-key digital media channels that allow businesses to meet their customers' needs for greater convenience, and we are determined to be the leader in providing these solutions around the region."

Al Barq Digital's first launch into the market is a Digital Media Unit (DMU) equipped with double sided 65" high definition LCD digital display screens used for mall and brand advertising, and 22" interactive LCD touch screens that help shoppers locate and navigate their way to stores and services. Conceived, developed and produced in the UAE, the unit is also equipped with intelligent card readers for applications such as loyalty programs, high-reliability printers and Bluetooth proximity marketing transmitters.

Starting this summer, Al Barq is set to create a fast-expanding network of their unique interactive advertising and wayfinding units in many of the prominent shopping malls in the UAE and Middle East, with more than 300 screens to be turned on by Q1 of 2011. While the first roll-out is in malls, the unit can be deployed in virtually any venue, including airports, mass transit stations and exhibition centers.

"Our mandate is to lead the way in revolutionizing digital out of home advertising in the UAE and around the region. Today's announcement is the first step in our strategic effort to expand the potential of digital media out of home." said Andrew Wood, General Manager, AD Media DOOH.

The company employs a team of skilful software engineers, media experts, marketing and sales specialists with a deep understanding of consumer and marketer needs and digital media trends.

Al Barq Digital will start operating immediately in the UAE, and there are plans in place for further regional roll-out and international expansion.