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Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Digital meets outdoor in this latest partnership

Media

Digital meets outdoor in this latest partnership

Spending on the technologies and digital transformation that enable Smart City initiatives is expected to accelerate over the 2016-2021 forecast period, reaching $2.30 billion in 2021, according to research firm International Data Corporation.

In light of this, digital outdoor company Elevision has signed a 10-year contract with DIFC that will see the installation of more than 80 large format digital display screens across DIFC.

The partnership will see DIFC’s total number of screens grow to 140 and covers holistic digital-out-of-home (DOOH) advertising solutions across the entire district, including Gate Avenue.

Building on a six-year history with DIFC, Elevision formed its first major building partnership with the financial centre back in 2012.

READ: “The best way to market to women is NOT to market to women”

Elevision will deliver the project in multiple phases, the first of which will go live in Q3 2018 and will cover the Gate District. This includes a combination of large-format indoor and outdoor digital screens, which will be introduced around the Gate Village and Precinct buildings.

The next phase encompasses the installation of digital signage at Gate Avenue and along the District’s roadsides (Happiness Street and Al Sukuk Road). Gate Avenue will feature indoor and outdoor screens, including some unique formats.

Arif Amiri, CEO of the DIFC Authority, says: “We believe that digital transformation is key to the future. The new partnership with Elevision, a form of the Public Private Partnership, will boost the digital advertising offering across Dubai International Financial Centre, delivering rich content through dynamic interaction across the district. This step complements the upgrades and new developments that are underway in the Centre’s masterplan and is part of its relentless pursuit to enhance its infrastructure providing world-class offerings to its thriving community.”

READ: Digital is NOT replacing TV… not yet anyway

Niall Sallam, Founder and CEO of Elevision Media, adds: “We are now embarking on a new and exciting phase of growth with DIFC; one of the world’s top ten financial centres. The new partnership validates DIFC’s endorsement of our vision and supports the direction of our strategic growth. It also underpins our commitment to deliver holistic DOOH solutions that enhance the lifestyle appeal of communities, such as Gate Avenue and improve connectivity amongst professionals, residents and visitors – in line with Dubai’s Smart City vision. The term of the contract catalyses our growth and drives us to push our boundaries by creating cutting edge, innovative media systems for now, and into the future.”

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