Emirates Neon switches on Dhs 10m investment with new generation electronic street signs

The mobile screens have been strategically positioned at key Dubai Shopping Festival (DSF) sites outside the Gold Souk, next to the BurJuman shopping mall, on Al Rigga Street and at the Galadari underpass junction on the Sharjah to Dubai road.

"The displays have excellent daylight and night time visibility, which is adjusted automatically by ambient environment controllers in the signs," said Rehan Merchant, Executive Director, Emirates Neon.

"As well as offering advertisers more options to boost their exposure the screens are also targeted at the event based rental market which we expect to grow rapidly in the changing economic environment.

"When DSF ends two of the screens will be shifted to permanent locations while the Galadari underpass board will remain in place. The remaining screen will be available for use at local events. One of the options under study is to provide coverage of the soccer World Cup at a local stadium,"
said Merchant

Made in Europe, the screens are capable of displaying 1.07 billion colours and are housed in weather resistant cabinets.

"We are very optimistic about the future for the UAE's electronic street screens sector. We envisage 20 per cent growth in turnover this year due to dramatically increased demand for outdoor displays," said Merchant.

The state-of-the-art screens made their UAE debut at the Sign and Graphic Imaging Middle East trade show - the only one of its kind in the region - where Emirates Neon announced the setting up of its new division dedicated to computerised outdoor advertising sector.