Page 35 - JGROUP PR REPORT APRIL 2025

Yasmine Al-Turk, Advanced DOOH and Digital Supply lead GrOUPM NEXUS from Group M,
said, “We believe that the synergetic capabilities of pDOOH and mobile advertising can help deliver
exceptional results, as demonstrated by the success of the Huawei Mate XT launch campaign.
Furthermore, by combining the power of data and technology, brands can significantly increase
their conversion rates, paving the way for long-term growth.”

Success of the Huawei campaign

The campaign specifically sought to reach passengers from the GCC region and China using
premium advertising assets and a cross-channel strategy to maximise efficiency and measurability.
As part of this, programmatically targeted ads were displayed at high-impact large format screens
at Dubai International Airport (DXB) Terminals 1 and 3 Arrivals, appearing only when flights from the
GCC region and China land.

Dom Kozak, Director of Programmatic at JCDecaux Play+ said, “Our successful partnership with
Blis and Group M for the Huawei omnichannel campaign demonstrates the immense capabilities of
pDOOH. The technology, particularly when combined with other channels like mobile advertising,
can be a powerful tool to drive the success of geo-targeted advertising.”

Moreover, geotargeted mobile campaigns were broadcasted by Blis to further enhance the
precision targeting and engage audiences primed by the pDOOH exposure.

The campaign yielded exceptional results, with the pDOOH garnering 10,225 plays and 1.2 million
impressions, achieving 3.03 times more efficiency as compared with traditional DOOH advertising.
Karim Hassan, Commercial Director at Blis added, “We are honoured to announce the success of
the personalised campaign that we executed for Huawei in partnership with JCDecaux Play+ and
Group M. The success exemplifies our longstanding commitment to facilitating seamless
omnichannel experiences that reach the right users at the right time, securing quantifiable results
for our clients.”
Mobile retargeting, on the other hand, recorded an impressive 2.3 million impressions, gaining
double the engagement rate as compared to industry benchmarks.

The campaign’s success highlights the effectiveness of a unified omnichannel strategy in reaching
target audiences with precision and impact, positioning it as a powerful new approach for premium
brand launches.

https://www.msn.com/en-ae/news/other/groupm-jcdecaux-play-blis-collab-to-drive-huawei-
campaign-success/ar-AA1CSWMI?ocid=BingNewsSerp