29 September 2026 edition | Abu Dhabi, United Arab Emirates
Jawad Hassan has joined DPAA’s board of directors, according to an announcement listed by Multiply Media Group on 29 September. Hassan heads the Media and Communications Vertical at Abu Dhabi-based 2PointZero Group and serves as chairman and managing director of Multiply Media Group (MMG).
The company’s announcement presents the appointment as additional UAE and EMEA representation within the international out-of-home association.
The portfolio behind the appointment
MMG identifies operations across the UAE, Saudi Arabia and the United Kingdom, with a portfolio including BackLite Media, BackLite KSA, BackLite UK, Media 247 and Viola Media. Its announcement describes technology, data and audience intelligence as priorities for its outdoor offering.
The board appointment is an industry leadership development. It does not itself announce new advertising inventory, a buying integration or a campaign outcome.
Why international representation is relevant
BillboardGuide’s analysis: Outdoor advertising combines international brand objectives with local physical assets. Buyers may want to apply one planning approach across markets, but they still need information about specific sites, operating conditions and audience measurement.
Industry forums can provide a place to compare those practices. The useful outcome for advertisers would be practical guidance that makes proposals easier to interpret across countries while preserving the details required to make a local decision.
An appointment provides a connection through which experience may be shared. Its significance should ultimately be assessed through the work that follows: published resources, documented discussions and concrete developments in planning or measurement.
Translate a regional ambition into a local brief
BillboardGuide’s Dubai advertising guide offers context for buyers considering UAE outdoor activity. Dubai is a separate city from Abu Dhabi, where this announcement is datelined. A regional plan should identify the actual markets and inventory required rather than use either city as shorthand for the entire country.
For an international campaign, a useful brief would describe the intended audience in each market, the locations relevant to its objective and the evidence required to assess delivery. Local creative approval and technical specifications should be confirmed with the relevant media representative.
Those details matter when comparing a prominent individual site with a distributed network. Both may contribute to a campaign, but they can serve different objectives and should have clearly defined roles.
Keep technology claims connected to buyer needs
BillboardGuide’s programmatic DOOH guide explains the automated buying format. Access through a platform should still lead to questions about eligible inventory, booking terms and reporting rather than replace them.
Where a proposal refers to data or AI, ask what the capability actually changes: selection, scheduling, creative adaptation or measurement. That makes a technology claim easier to evaluate against a practical requirement in the brief.
The OOH measurement article offers a further reference for comparing reported outcomes. Clear definitions of delivery, audience and response can help an international advertiser assess suppliers on a consistent basis.
Hassan’s appointment adds another UAE media leader to DPAA’s board. For advertisers following the development, the next useful evidence will be the specific initiatives and resources that emerge from the association’s work.
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