Marina Mall Abu Dhabi Signs 8-Year Retail Media Deal With Hypermedia
2026-09-27 · via DailyDOOH
Marina Mall Abu Dhabi has signed an eight-year agreement with Hypermedia, a subsidiary of W Group Holding, to design, build, manage and commercialize a digital out-of-home and retail media network across the property. For operators watching the Gulf market, it is another sign that large luxury malls in the region are treating media infrastructure as a long-term commercial asset rather than a bolt-on amenity.
According to the release, Hypermedia will roll out a mix of indoor and outdoor media assets, including large-format displays and what the company calls "intelligent retail media formats," placed across what it describes as every key customer touchpoint in the mall. The company says the network will use AI-powered audience intelligence, real-time content delivery and programmatic DOOH (pDOOH) capabilities, positioning it as a measurable, sellable ad platform rather than just wayfinding or informational signage.
Marina Mall sits on Abu Dhabi's Corniche near Emirates Palace Mandarin Oriental, Etihad Towers and Qasr Al Watan, and is marketed as one of the capital's premium shopping destinations. Simon El Khoury, the mall's general manager, is quoted in the release saying the mall wanted a partner offering more than media infrastructure, one that could enhance the customer journey and create value for retailers and brand partners. Hypermedia CEO Philip Matta says the goal is an ecosystem that supports the visitor journey while giving brands measurable ways to reach shoppers.
What the announcement leaves out
The release does not specify screen counts, display sizes, resolutions, hardware vendors, or the software/CMS platform underpinning the network. There is no mention of measurement partners, audience data sources, or how the programmatic inventory will be sold into agency or SSP marketplaces. Financial terms of the eight-year deal are not disclosed, nor is a rollout timeline or completion date for the buildout.
For an industry that has spent years pushing for standardized audience measurement and open programmatic access in DOOH, those omissions matter. Claims of "AI-driven audience insights" and "advanced programmatic capabilities" are common language in retail media pitches across the region, and without technical detail they function as marketing positioning rather than verifiable specification.
The deal fits a broader pattern of UAE malls and landlords converting physical footfall into monetizable media inventory, following similar moves by operators across the Gulf. Hypermedia describes itself as the UAE's leading smart DOOH and retail media company, though the release does not name other properties in its portfolio for comparison. Whether this network becomes a genuine programmatic marketplace or remains largely house-sold inventory will likely depend on details neither company has yet published.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
As Marina Mall Abu Dhabi continues its evolution as one of the UAE’s premier luxury shopping and lifestyle destinations, it has entered into a strategic partnership with H ypermedia, a subsidiary of W Group Holding and the UAE’s leading smart Digital Out-of-Home (DOOH) and Retail Media company, to design, develop, manage and commercialize its intelligent retail media ecosystem for eight years.
Strategically located on Abu Dhabi’s iconic Corniche and surrounded by world-renowned landmarks including Emirates Palace Mandarin Oriental, Etihad Towers and Qasr Al Watan, Marina Mall has established itself as one of the capital’s most prestigious destinations. Home to an exceptional collection of internationally renowned luxury brands, premium dining experiences and curated lifestyle offerings, the mall continues to redefine luxury retail while strengthening Abu Dhabi’s position as a global destination for shopping, tourism and hospitality.
Reflecting this continued evolution, Hypermedia will introduce a curated portfolio of premium indoor and outdoor media assets, featuring landmark large-format displays, intelligent retail media formats and strategically positioned digital inventory. Spanning every key customer touchpoint across the destination, the ecosystem will seamlessly integrate into Marina Mall’s architecture and visitor journey, creating one of Abu Dhabi’s most sophisticated retail media environments and enabling brands to connect with audiences through relevant, measurable and contextually meaningful experiences.
Simon El Khoury , General Manager of Marina Mall, told us “Marina Mall has always been committed to delivering exceptional experiences that reflect Abu Dhabi’s ambition as a world-class retail and lifestyle destination. This partnership represents an important step in further elevating the Marina Mall luxury experience, where innovation and technology complement our premium retail, dining and lifestyle offering. As we continue to evolve, we wanted a collaborator capable of delivering more than media infrastructure, one that shares our vision for innovation, enhances the customer journey and creates greater value for our retailers and brand partners. Hypermedia’s expertise in intelligent retail media and audience-driven technology makes them the ideal partner to bring that vision to life” .
Building on its experience across some of the UAE’s most iconic destinations, Hypermedia will integrate AI-powered audience intelligence, real-time content delivery and advanced programmatic Digital Out-of-Home (pDOOH) capabilities to create a smarter, more engaging and measurable communication platform for retailers, brands and visitors alike.
More than a media network, the intelligent retail media ecosystem has been designed as a natural extension of Marina Mall, enhancing the customer journey while preserving the destination’s elegance, architectural character and luxury identity.
Philip Matta, CEO of Hypermedia, said “Luxury destinations are no longer defined solely by the brands they attract, but by the experiences they create. Marina Mall is one of Abu Dhabi’s most iconic destinations, and our ambition is to deliver an intelligent retail media ecosystem that enhances every stage of the visitor journey while enabling brands to connect with audiences through relevant, measurable and impactful experiences. Together, we are setting a new benchmark for destination-led retail media in the region.”
The intelligent retail media ecosystem will combine AI-driven audience insights, dynamic content delivery and advanced programmatic capabilities to deliver more personalised, contextually relevant and measurable communication. By seamlessly integrating technology into the physical environment, Marina Mall will offer retailers and international brands a future-ready platform that strengthens customer engagement, unlocks new commercial opportunities and delivers measurable business outcomes.
The partnership marks another milestone in Marina Mall’s long-term vision to elevate its retail, dining and lifestyle offering while reinforcing Abu Dhabi’s position as one of the world’s leading destinations for luxury retail, hospitality and tourism.
Together, Marina Mall and Hypermedia are redefining destination-led retail media in the UAE, setting a new benchmark for how luxury destinations engage audiences, empower brands and elevate the customer experience.
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