24GROUP signs exclusive contract with EMARAT to install LED digital advertising screens at its stations across Dubai

Contract includes installation of 40 high-resolution display panels in key locations in the emirate

June 01, 2014 - Effective July 01, 2014 and for the first time in the UAE, more than 600,000 clients of the 40 service stations run by the Emirates General Petroleum Corporation (EGPC, EMARAT) in Dubai will be able to watch ads and videos with high-definition digital technology (LED) round the clock on screens that are the largest of its kind -- and most comprehensive in coverage -- across strategic locations across Dubai.

At its headquarters in Dubai, EMARAT recently signed an exclusive contract with the 24GROUP, a company that provides advertising solutions for businesses. The contract allows the latter to install and promote 40 electronic display screens – measuring at 10 square meters each -- at the heart of the service stations managed by EMARAT. These new-generation advertising screens with high-definition LED technology will take the advertising industry to a new level with its advanced technical specifications, including the use of new technologies like ultra-pure advertisement images.

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. We believe that 24GROUP is qualified to operate and market this type of display screens, which requires extensive experience in the installation, operation and marketing of billboards. At the same time, this contract is consistent with EMARAT’s customer service policy and its quest to provide the best quality services through its affiliate service stations.”

He further added that, “This step comes in light of the evolution of the advertising market in the UAE and the region, and we are keen to keep pace with and contribute to this development with our partners through our distinctive stations and various activities.”

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 the United Arab Emirates at this scale."

Fadi Mohammed added that “These screens will attract the attention of all vehicle passengers refueling 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. 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."

The Technical Director of 24Group said that “The screen display mechanism used in this new technology allows the display of a variety of ads that would be repeated at successive intervals throughout the day, the purpose of which is to repeat the advertising material 200,000 times a day across all EMARAT stations—enabling public viewing at the widest scale. According to a study conducted by the company, the number of daily views is expected to exceed 600,000 per day on all 40 electronic screens whose installation will soon be completed.

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

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

The control room in charge of displaying advertising materials can control the footage on display at all sites at the same time. This allows sending and monitoring information. In case of a malfunction in the display of certain footage, monitors in the control room receive a notification and inform the relevant maintenance room by SMS messages to address the issue immediately, contrary to other types of billboards.

"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. 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,” concluded Fadi Mohammed.