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OVAB Europe Expands Its Membership To Middle East And North Africa
Published Jan 18, 2011
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OVAB, the group established to raise awareness and develop standards for the emerging Digital Out Of Home (DOOH) advertising industry in Europe, is expanding its reach into the Middle East and North Africa (MENA).
Abu Dhabi based AD Media Digital Out of Home (AD Media DOOH), whose Al Barq Digital brand operates a fast growing DOOH network in the largest shopping malls in the UAE, is the first member to join OVAB in the region.
Advertising is a global business with major global holding companies controlling media spend, so the more work our industry does to establish common ways to create, sell, buy and measure this new medium, the more we’ll all benefit,” added Dirk Huelsermann, President of OVAB Europe. “There are so many business ties and shared brands across Europe and the Middle East that this is an easy, natural fit.
Digital Out Of Home media is particularly new in this region,” explained Al Barq Digital General Manager Andrew Wood, “so we have a somewhat unique opportunity here to apply many of the ideas, tools and insights developed by OVAB Europe to a sector that’s just getting itself established.
Huelsermann noted the drive by Al Barq to establish the regional wing is particularly important because the start up, which turned on its first screens in mid 2010, is backed by one the Middle East’s largest and fastest growing media organisations, Abu Dhabi Media Company, which has dozens of diverse media properties in broadcast, online and print. “In the short time Al Barq has made itself known, we’ve seen a lot of evidence that this will be a company to watch.
The initial goal of OVAB’s expansion into MENA, along with building membership, is raising awareness of the need for formalised media standards and effectiveness measurements that help build credibility and acceptance among media buying groups and brand advertisers. “It’s very clear that what is of highest importance is demonstrating, consistently, the impact and benefits this medium delivers to advertisers, brands and the consumer,” added Wood.
The quarterly Digital Signage Business Climate Index, known as DBCI Europe, will have a new, parallel Middle East version beginning with Q1 2011. Media, brand and industry stakeholders will be approached with the aim of getting a better read on the business climate for this sector, and to also drive awareness of OVAB and its activities.
A first event for existing and prospective members is being targeted for Q1. Full details need to be worked through, but generally the benefits of joining the organisation include the opportunity to join competence teams and hold chair seats on membership teams, participate in all strategy meetings and initiatives, and have voting rights. Members also get free access to all OVAB events and research, and a company listing in all OVAB publications.
Launched in late 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.
About OVAB Europe:
OVAB Europe is the first independent, pan European interest group for providers of audiovisual media and related services at the POS and POI. The association complements the already existing organisations in the digital out of home sector and concentrates solely on digital out of home media. This makes it a central point of contact and source of information for members of the industry and system providers in this field.
About Al Barq Digital:
Al Barq is a brand of Abu Dhabi Media Digital Out Of Home, a subsidiary of Abu Dhabi Media Company. ADMC
is a leading media organization in the Middle East, with businesses in free and pay television, radio, publishing, digital media, games, feature films, music, digital signage, outside broadcast/production, and printing. The company manages over 20 market leading brands such as the TV channels Abu Dhabi Al Oula and Abu Dhabi Riyadiya/AD Sports, Emirate FM and Star FM radio stations, Al Ittihad and The National newspapers, Majid and Zahrat Al Khaleej magazines, anazahra.com, Imagenation Abu Dhabi, LIVE, and United Printing Press. ADMC partners with Universal Music Group and Sony Music Entertainment on VEVO, the online music video platform, and has a first in the region MMOG joint venture with Gazillion Entertainment. ADMC is headquartered in Abu Dhabi, with offices in Beirut, Cairo, Dubai and Jeddah.
For more information:
Rosenheimer Str. 145e
81671 Munich / Germany
T: 49 89 200041680
W: www.ovab.eu
Posted by
VMD - [Virtual Marketing Department]
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