DoohClick enters Middle East with Viola Outdoor partnership

As part of its plans to radically upgrade the effectiveness and accuracy of data analysis and reporting, Viola Outdoor has appointed DoohClick as its ad-tech management partner, with the objective of providing a supporting infrastructure of data management tools for Viola’s DOOH portfolio.

Viola Outdoor is the leading provider of out-of-home (OOH) advertising in Abu Dhabi, and the Viola Communications business unit responsible for introducing the capital’s new digital out-of-home (DOOH) advertising network in active support of the government’s plans for transforming to a digital ‘smart’ economy.

Ammar Sharaf, Viola Communications CEO and Board Member, said: “At Viola Communications, we continuously seek to create strategic technology partnerships that enhance the group’s offering across all our disciplines and equip our human capital with the very best tools that optimize our work to the benefit of all our stakeholders and clients. The introduction of DoohClick’s tech-driven platform will bring enhanced data analytics to the forefront of Viola Outdoor’s programmatic capabilities.”

Henrietta Shakespeare, Viola Outdoor’s Executive Growth Director, added: “Viola enjoys exclusive rights to the most effective outdoor advertising spaces in Abu Dhabi. Utilizing DoohClick’s platform, we are able to integrate huge amounts of data, creating a natural flow between proposals, sales, planning, campaign automation, analytics, revenue sharing and market reporting in the most accurate and effective way, meaning that not only are we instantly aware of asset performance, so are our clients and stakeholders. We are now able to reach consumers in near real-time, when they’re in the right frame of mind, empowering our advertisers to connect with audiences in a more human, memorable and contextually relevant way.”

Shakespeare added that scaling a digital out-of-home business to maximise revenue, build market share and shape the audience experience is an important investment and requires an efficient end-to-end solution which supports sales, operations, scheduling, reporting and revenue management. DoohClick’s automated tech platform has been developed for both classic and digital assets, underpinning every step of the OOH delivery process.

DoohClick Chief Commercial Officer Mark Bracey said: “Our partnership with Viola Communications marks DoohClick’s entry into the Middle East, an important market which is undergoing a paradigm shift from traditional into the digital out-of-home space. We look forward to working with the Viola management team to shape the future of DOOH in the UAE, and successfully building an extensive client base across the region.”