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.
Project Overview
GroupPlus Media, as one of the largest media groups in the Middle East, realized they had an opportunity to modernize this landscape. They sought to transform Al Khail Road into a dynamic digital canvas, where ads could captivate audiences day or night. However, 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.
After rounds of meetings with INFiLED’s local team who showed them successful installations in other outdoor advertising projects across the region and how they could leverage the LED technology, 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.
GroupPlus on Demanding Desert Conditions
According to GroupPlus, 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, the team also needed to achieve the goal to maximize exposure to the continuous flow of traffic from both directions on Al Khail Road.
How GroupPlus and INFiLED Engineered Light in the Desert
GroupPlus Media knew they needed a strong technical partner with a proven track record of success. They then reached out to INFiLED given its 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. And as soon as the INFiLED team heard the requirements, they reveal that the MV Series — a product line built to withstand extreme conditions and tailored for demanding outdoor environments — solved all these problems.
Bringing in the MV Series
According to INFiLED, the MV Series’ 8,000 nits brightness acts like a beacon, cutting through glare to keep ads crisp regardless of how bright the day might be. To combat UV damage for the project, the team designed custom shaders that both enhanced the contrast and improved the overall visibility of the screen.
With a double-faced design of two LED screens, the solution helped capture traffic flowing from both directions. The specific pixel pitch struck the perfect balance, bold enough to catch the eye of the viewer, yet fine enough to render intricate details.
According to INFiLED, dust and heat are no match for the MV Series’ IP65 rated body and its ultra thin and lightweight design simplifies maintenance, making it the ideal solution for Dubai’s searing temperatures. Additionally, the configuration of the content management system (CMS) provided Group Plus Media with an intuitive platform for effortless remote content updates.
The team at INFiLED also notes that the extreme conditions on Al Khail Road led to the development of a customized solution featuring the Novastar VX1000 controller and NS060 light sensor. This advanced system enables the LED screens to automatically adjust their brightness based on the sun’s position, ensuring optimal visibility at any time of day.
Addressing the Challenges
From initial planning to full operational deployment, the installation of the solution came with its challenges. For instance, the LED modules, power supply units and data connections underwent pre-assembly to streamline the on-site installation process.
During the execution phase, the team conducted a rigorous calibration and testing process to ensure perfect brightness uniformity, accurate color reproduction and synchronization. Thanks to the close collaboration between the teams at GroupPlus and INFiLED, they successfully completed the project in approximately three to four months.
GroupPlus & INFiLED Create a Digital Oasis
After the launch, INFiLED says that it achieved its goal in partnership with GroupPlus 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. Moreover, the project offers additional benefits such as:
- Visibility at all times: Drivers can now see the ads at all times of the day or night. No longer are they forced to squint at washed-out and faded billboards, instead they encountered vibrant visuals that enticed and attracted.
- Durability and maintenance: The 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.
