Emirates General Petroleum Corporation (Emarat) has signed a deal with 24Group, a company that provides advertising solutions for businesses to install LED digital advertising screens at its stations in Dubai.

 

Under the contract, 24Group will install and promote 40 electronic display screens, measuring at 10 sq m each, at the heart of the service stations managed by Emarat.

 

Effective July 1, more than 600,000 clients of the 40 service stations run by Enarat will be able to watch ads and videos round the clock, said a statement.

 

Hussain Kazim, director of communications, Emarat, said: “The new agreement will allow the advertising market in Dubai to enter a new phase through the introduction of modern technology that allows the display of ultra-clear and live advertisements and video footage at our stations spread at main locations across the city of Dubai. 

 

Fadi Mohammed, director general, 24Group, said: “The agreement is the culmination of the long relationship between 24Group and Emarat and reflects our joint commitment to provide the latest technology in this sector in order to advance advertising according to the highest international standards. This is the first time that this type of integrated screen systems is being set up in the UAE at this scale."

 

“These screens will attract the attention of all vehicle passengers refuelling at Emarat stations, as well as other clients. The new screens will be set up in key locations inside the stations and will be viewable from different angles to allow clear and easy visibility day and night,” he said.

 

“They also allow the display of images, video clips and news, and the advertising of events in real time to meet the demands of advertisers -- whether the ads are in seconds or minutes, and depending on the type and message to be delivered to the target audience. These new networks allow the delivery of any advertising material by the advertiser to the public," he added.

 

The number of daily views is expected to exceed 600,000 per day on all 40 electronic screens whose installation will soon be completed, according to a study conducted by the company.

 

"If the length of the advertisement (Loop) on screen is three minutes, then all the station customers will be able to watch the whole loop, whether they are inside or outside their vehicles,” said Mohammed.

 

He noted that a US study has revealed that 89 per cent of customers will see these screens when they enter the stations.

 

The new screen display network operates on LED system, the UAE’s first-of-its-kind technology that utilises high precision and quality images across a large scale and wide coverage. 

 

The advertising material will be broadcast from a control room via a method that uses fast internet connection and controls the duration of every ad on each advertising screen. Any glitch that may occur to a billboard can be handled at any time, unlike old systems. The new screens are also designed to withstand different weather conditions.

 

"This new investment by 24Group stems from a conviction that there is a shift from print advertising to online digital advertising in the world. We are keen to be pioneers in the provision of new technology and to put it in the service of our customers to meet their ambitions, aspirations, and interests,” said Mohammed.

 

“Another distinctive feature of the new screens is that they cut down production and electricity consumption costs compared with the mechanisms used by old billboards. Also, the display of new advertising materials does not require reinstallation of boards, but is done automatically from the control room which supplies screens with ads at specific times,” he added. - TradeArabia News Service