GroupPlus Increase Ads Revenue on Dubai’s AL Khail Road with INFiLED

INFiLED LED digital outdoor billboard on AL Khail Road in Dubai

Dubai’s Al Khail Road isn’t just a means of getting from point A to point B. As Dubai’s second key road, it is a critical thoroughfare for the city, carrying close to 20,000 vehicles per hour. Despite its importance and high traffic volume, outdoor advertising along this route was, until recently, dominated by static billboards – a technology of the past.

GroupPlus Media, as one of the largest media groups in the Middle East, realized they had an opportunity to modernize this landscape. A vision to transform Al Khail Road into a dynamic digital canvas, where ads could captivate audiences day or night.

But with relentless sunlight, fast-moving traffic, and a crowded marketplace of traditional billboards and advertisers, GroupPlus knew that they needed something extraordinary, to stand out.

The challenge was as vast as the desert itself. How do you turn a sun-scorched highway into a high impact advertising hub?

But our MV Series-a product line built to withstand extreme conditions and tailored for demanding outdoor environments solves all these problems. After rounds of meetings with our local team who showed them our successful installation in other outdoor advertising projects across the region and how they could leverage our LED technology even more than they conceived, GroupPlus Media decided to partner with INFiLED.

Today, what was once a sun-scorched stretch of static billboards has become a dynamic digital landmark in the heart of Dubai.

The Desert’s Demands

In Dubai, 45°C temperatures are only one of the factors technology needs to surpass. With frequent dust storms and blazing sunlight, traditional billboards were simply not able to hold up to harsh conditions and faded quickly.

In addition, nighttime visibility was limited making them less than an ideal solution. However, in addition to the climate, and the legacy billboards in place, GroupPlus realized that their solution also had to deal with a city that was always on the move.

They sought a solution capable of standing out amidst the dynamic cityscape, delivering crisp, vibrant visuals that resonated with audiences both around the clock. This meant finding a technology that not only excelled under intense daytime sunlight but also provided exceptional clarity and impact during the night, all while standing up to the rigors of the desert environment.

Furthermore, maximizing exposure to the continuous flow of traffic from both directions on Al Khail Road was yet another goal to achieve

Engineering Light in the Desert

GroupPlus Media knew they needed a strong technical partner with a proven track record of success.

With our extensive experience in the Middle East working on projects such as the Formula 1 Grand Prix, LED digital billboards for WOQOD petrol stations in Qatar, the Fairmont Skyline Hotel, and the Dubai Mall Aquarium, GroupPlus came to us.

And as soon as we heard the requirements, we knew that we had the perfect solution to meet their needs.

From initial planning to full operational deployment, the installation of the solution came with its challenges. For instance, to streamline the on-site installation process, LED modules, power supply units, and data connections underwent pre-assembly.

During the execution phase, a rigorous calibration and testing process is also involved to ensure perfect brightness uniformity, accurate color reproduction, and flawless synchronization.

Thanks to the close collaboration between the teams at GroupPlus and INFiLED, the project was successfully completed in approximately three to four months.

Results: A Digital Oasis Emerges

Our solution has yielded significant positive results for Group Plus Media.

The display now stands as a prominent digital landmark, effectively capturing the attention of the high volume of traffic flowing along this major artery daily.

After the launch its clear that the goal we set out to accomplish in partnership with GroupPlus Media has been achieved:

• Visibility at all times – drivers were able to see the ads at all times of the day or night. No longer were they forced to squint at washed-out and faded billboards, instead they encountered vibrant visuals that enticed and attracted.
• Durability and maintenance – our MV Series is able to stand up to the rigors of the environment and despite sandstorms and scorching heat, continues to function as designed.

For many commuters, the road has become a spectacle, offering new sights and views on a daily basis and GroupPlus realized that this premium advertising space enabled them to offer a solution that truly helped them stand out from their competitors in the Dubai market.

Planning a similar project in Dubai? Book a demo visit at our Dubai Experience Center — our local team is ready to support you every step of the way.