Interview: Jaber Al Ansari
How has the outdoor advertising landscape evolved in recent years and what emerging trends do you foresee shaping its future?
JABER AL ANSARI: Qatar’s outdoor advertising scene has undergone a significant transformation, propelled by technological advancement, economic shifts and evolving consumer preferences. Key trends, including digital transformation, interactive advertising, datadriven targeting and sustainability are shaping the future of the segment. These trends present advertisers with opportunities to connect with their target audience and offer a more captivating experience, particularly as interactive mediums gain traction.
What trends do you anticipate in terms of technological advancement and market dynamics?
AL ANSARI: Qatar has experienced a transition from traditional static billboards to dynamic digital out-ofhome displays. The introduction of digital screens offers advertisers flexibility, and allows the display of rotating adverts and the customisation of content based on time of day or specific audience demographics. Through the integration of data analytics and digital advertising technologies, advertisers in Qatar now embrace data-driven approaches to optimise their outdoor campaigns. By harnessing insights from consumer demographics, behaviour and location data, advertisers can craft personalised and relevant messages tailored to their target audience, resulting in compelling and effective outdoor advertisements.
In what ways has the advertising landscape in the region adapted to the rise of digital platforms?
AL ANSARI: Omnichannel marketing signifies a substantial shift in the way businesses connect with consumers across various touchpoints. By embracing omnichannel strategies, businesses are able to cultivate stronger customer relationships, elevate engagement and loyalty, and fuel overall business growth.
Where do you see opportunities for media channels to contribute to sustainability targets?
AL ANSARI: Sustainability has become a top priority across various sectors, and the advertising industry is no exception. Media channels play a pivotal role in raising awareness about critical issues like energy efficiency and proactive waste management. This engagement not only promotes awareness but also encourages action on environmental and social concerns. ELAN Group provides free advertising rentals to bolster such public awareness campaigns. We collaborated with clients during the 2022 FIFA World Cup to responsibly manage printed marketing materials, and worked with waste management firms to repurpose or recycle collateral and minimise environmental impact.
To what extent has increased technology adoption and the embedding of data into advertising assets impacted the effectiveness of campaigns?
AL ANSARI: In line with global trends, clients and agencies in Qatar are emphasising the importance of increased transparency in advertising expenditure. Utilising technology in advertising assets facilitates improved targeting, personalisation, cross-channel integration, measurement and creativity.
For instance, ELAN Group uses a technological solution called InMotion, developed in partnership with local telecoms company Ooredoo and Switzerland-based data intelligence firm Kido Dynamics. This utilises telecoms’ big data to provide near-real-time analytic insights for out-of-home assets. This includes metrics such as impressions, reach, frequency and detailed audience demographics.
Another example is the deployment of France-based Quividi’s Audience Measurement Platform, which leverages face, footfall and vehicle detection technologies to generate first-party audience impressions, attention time, age and engagement analytics for both indoor and outdoor digital out-of-home assets.
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