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Dubai Festival City has chosen Al Barq Digital to support its digital signage needs in a recently announced five-year deal. The residential, entertainment and retail complex will have 32 digital media units (DMUs) comprising 22" interactive touch screens and 65" HD LCD displays installed.

The DMUs will help shoppers navigate the 600 retail units boasted by Dubai Festival City, as well as to display branded messaging from marketers. The content can be tailored to reach specific audiences at certain times of day, location and around special events.

"Bringing the Al Barq Digital network into the mall is part of our wider efforts to transition to digital," explains Tom Miles, director of shopping centres, Al Futtaim Real Estate Dubai Festival City. "We recognise the value of this innovative service which makes it easy for us to create and implement targeted promotions quickly and efficiently."

Al Barq Digital is owned by Abu Dhabi Media Digital Out Of Home (AD Media DOOH), a division of Abu Dhabi Media Company (ADMC). It will be implementing its networks across airports, shopping complexes and exhibition centres in UAE and the Middle East.

"Digital signage is no longer about placing a television screen on the wall and sending a graphic to it. Location, audience, time of day, and type of content – they all change the landscape of digital out of home advertising," affirms Andrew Wood, general manager of AD Media DOOH. "Our mandate is to help advertisers reach consumers, when and where it matters."