Digital signage suppliers are striving to cement their positions in the Middle East and Africa, widely seen as big untapped markets for the medium.
For example, Dubai-based SmartScreen has followed the recent extension of its petrol station forecourt network into Oman with a new bank contract in Kenya.
Working with local partner Screen Media and media sales house Brand Builder, it will install a digital out-of-home network in the 17-branch estate of First Community Bank (FCB).
The company will use technology from Britain’s Amscreen, for which it became exclusive Middle East and Africa distributor last year.
Said Abdullatif Essajee, managing director of the bank: “This deal is an exciting development, as FCB becomes the first bank in Kenya to utilise digital media to promote its unique offerings.”And SmartScreen CEO Abdul Bakhrani added: “Our relationship with First Community Bank, which is one of the region’s fastest-growing banks, is key to our presence in the region. It signifies our commitment to partner with dynamic local entities that are willing to utilise innovative and cutting-edge technology as an integral part of their growth strategy.”
Meanwhile, Israel’s TruMedia Technologies has named a representative in Turkey. The firm, which provides audience measurement technology for digital out-of-home, already has outposts in Italy and Germany as well as its home country.
Said Cihan Gurkan, who will be TruMedia’s Turkish face: “We believe that the market potential is significant and that we can become a significant player in the retail chain and digital signage industries.”
Added TruMedia CEO Moti Gura: “This new partnership [with Gurkan] in Turkey will enhance TruMedia’s penetration in the European store chain market and will facilitate expansion into new regions, like countries in the Middle East.”