During a pleasant and amiable Zoom call, we engaged in a productive conversation with Pierre Bréton, the Business Development Manager at Pyxis in charge of DOOH operations. Our discussion centered on Pyxis' ingenious approach to promoting DOOH technology in petrol stations across UAE. Pierre gave us insights into the company's origins, provided in-depth details on the installation of screens, emphasized the well-known brands that are a part of this venture, and offered a sneak peek into Pyxis' upcoming plans. Pierre: Pyxis is a company based in Abu Dhabi that specializes in event and brand management, catering to the top companies in the UAE, particularly in the government sector. Our customer-centric team is composed of experts who create valuable connections and transformative experiences that turn events and brand experiences into lasting impressions. As a fresh face in the outdoor advertising industry of the UAE, Pyxis is continuously expanding. As part of our growth plan, we recently signed an agreement with ADNOC to manage their screens and enhance their outdoor advertising revenue. This move is aligned with the increasing trend of advertising within petrol stations in the US and Europe. Given that petrol stations in the UAE serve as fueling stations and as places to purchase beverages, food, and other essentials, it is a strategic location for advertising. INSITE: So, it's inside the market and in the stations sometimes... Can we get more details about the screens, the sizes, and the distance between the screens and the audience? Pierre: Our network comprises of 100 screens, each located on the facade of a gas station. These screens are spread across the country, with the exception of Sharjah, which we aim to reach soon. This extensive coverage gives us a considerable edge over our rivals, as we are one of the few market players to have a presence in almost all of the Emirates. INSITE: As you said, it's a good distribution in terms of districts. Reaching six Emirates, it's a record in itself. Pierre: It is indeed! We cover nearly all of the Emirates and set ourselves apart from traditional OOH advertising with our unique offerings. The screens' strategic placement and the average wait time of around 5 minutes guarantee significant brand exposure, especially with repeated ads at petrol stations. Additionally, our approach can be interactive by utilizing QR codes or creative stands to engage customers. INSITE: We would like to ask you, at the end of the business development phase, when you created the network creating the idea to offer advertising brands, did you measure network geo-distribution? How comprehensive is your urban coverage compared to the other digital OOH networks? Pierre: Our network boasts 100 screens spread across the country, covering six out of the seven Emirates. Specifically, we have a strong presence in the Western region and Al Ain of the Abu Dhabi Emirates, in addition to Abu Dhabi City. The highway leading to Abu Dhabi City served as the foundation for our network. We provide brands with the flexibility to choose between a national campaign that covers the entire country or a targeted campaign that focuses on specific regions. This is a unique proposition in the market, as few media owners can target the Western region and Ajman simultaneously. Brands can opt to advertise solely on the screens located in Al Ain City, leaving the rest of the network available for other advertisers. Our aim is to provide an efficient network that aligns with each brand's communication needs. INSITE: It seems like you did quite an analysis of the target. Customer target brand, let's say the prospect. Can you share some of this behind-the-scenes work? Which segment of the business district going to be a dark horse? Pierre: The screens are positioned in high-traffic areas, strategically located for optimal visibility, as previously stated. We receive a detailed demographic profile from the ADNOC distribution team, which enables us to create custom campaigns tailored to the client's target audience and campaign specifics. For instance, if a fast-moving consumer goods (FMCG) brand has multiple offers to promote, we collaborate with them to develop a campaign that showcases all their offerings simultaneously. Every campaign is one-of-a-kind, requiring significant effort to ensure our clients achieve maximum return on investment and exposure. INSITE: Does Pyxis have any running campaigns at the moment? Pierre: We have multiple campaigns running at the moment. We have a vast network of clients, especially in the government sector, and some of the top companies across various industries are now using our DOOH solutions. INSITE: Out of your current campaigns, which one is the largest? Pierre: We successfully campaigned for an insurance company based in Abu Dhabi. The campaign was active for a duration of three months and was promoted across our network in the UAE. As a result of the campaign, the client achieved significant brand visibility and a remarkable return on investment. INSITE: As you told me at the start, you're coming from the background of an outdoor advertising organization. Are you aware of the OOH market and the competitive segment that you are competing in the OOH provider? Pierre: Yes, of course. I have almost a decade’s experience in my field, and our team frequently conducts competitor analysis and stays up-to-date on industry trends to provide top-notch service to our clients. Additionally, while the DOOH market may be relatively new, it's rapidly gaining traction. This is evidenced by local distribution companies investing in the platform's development and an increasing number of brands recognizing the value of DOOH media. Upon concluding the interview with Pierre and considering all the insights he provided, we have come to the understanding that digital signage in petrol stations serves as an ingenious and uncomplicated marketing technique that can enhance brand communication and elevate the customer experience at petrol stations, as long as the selection of brands and products is done strategically.
