Cape Town - Digital Media Services (DMS), the official digital media arm of Choueiri Group, announced that its entered into an exclusive launch partner agreement with PHD UAE, which is the digital media planning and buying agency for Unilever North Africa & Middle East for the new DMS Video Product.
At a time when brand safety is becoming a growing concern, the partnership is aimed at safeguarding Unilever's investments as an advertiser and secures an online video inventory that adheres to the marketer's stringent view-ability guidelines.
Unilever under the agreement, will receive privileged access to DMS' vast portfolio of premium video properties and this includes the region's foremost video-on-demand service Shahid, along with Daily Motion and OLN.
DMS aside from extending its portfolio of complimentary video platforms, also recently collaborated with TEADS to further diversify and enhance the scale of its video inventory. This approach has led to one unified DMS Video proposition, which uniquely leverages the power of DMS' different video platforms and formats as a means to focus on planning for reach and synergy.
With the new Video Product, advertisers will be able to reach 75 percent of the MENA population in a 100 percent brand safe environment, leverage DMS' data and targeting capabilities and guarantee view-ability way above the global average, this while achieving higher brand metrics at a competitive Cost Per completed View (CPcV).
DMS is making great efforts to provide strong measurement standards for marketers and advertisers to evaluate and optimize their digital investments and this includes working with Moat and their ongoing locally produced content.
Director of Media for Unilever North Africa & Middle East, Asad Ur Rehman said: " Digital video advertising is a very significant part of our media investment so a partnership like this, delivering both qualitatively and quantitatively, is fantastic news. We're really excited about the higher level of control this new approach provides us to build our brands safely and effectively in a desirable environment."
Unilever will now enjoy exclusive strategic planning and trading benefits, while also ensuring its video ads are viewed within a quality and safe environment.
Commenting on the agreement, Managing Director of PHD UAE, Luca Allam said: " Every innovation, every initiative, every media partnership is designed to meet the needs of our clients, individually or collectively. This mutually beneficial deal for DMS and Unilever will elevate their respective performance and that's a major step forward for digital marketing in the region."
Elaborating further on DMS Video, Chief Operating Officer, Michel Malkoun said: " With the region's population consuming digital video at record rates, video viewership among young people in MENA is already among the highest in the world. DMS' Video product promises "One Audience, One Platform".
"Alongside the most engaging premium video content, DMS Video embraces brand safety and standardization in measure-ability at its core. This will enable our valued advertising partners such as Unilever to not only realize better outcomes, but it will also assist then to gauge and optimize their digital investments," Malkoun concluded.