On personalising programming to meet rising consumer expectations
In 2025 how is the expansion in non-hydrocarbon activity shaping demand for outdoor media, live events and entertainment?
IBRAHIM MOHAMMED HASSAN: The expansion of non-hydrocarbon sectors is supporting a more diversified, resilient economy, broadening the advertiser base. There is increased activity in retail, hospitality, financial technology and education, of which many of the sectors are driven by small and medium-sized enterprises. This is translating into higher demand for cost-effective, high-visibility outdoor, cinema and digital media formats that enable businesses to build awareness and compete more effectively.
Ongoing investment in large-format and digital signage across Doha is also strengthening the outdoor media landscape, making it more accessible to local and regional brands. These formats enable flexible messaging and rapid campaign deployment, which are particularly valuable in a fast-growing commercial environment. On the entertainment side, improving consumer confidence is leading to higher attendance at cinemas, exhibitions and live events. Brands are responding by allocating more budget to experiential campaigns that combine physical engagement with digital amplification.
To what extent is sustainability shaping destination marketing and experiential activations in Qatar?
HASSAN: Rising international arrivals are strengthening demand for destination marketing and location-based activations that showcase Qatar’s cultural, commercial and leisure offerings. This is creating new opportunities for advertisers, tourism authorities and event organisers to engage visitors through high-impact outdoor, transport and venue-based media. Sustainability has become an important consideration within this growth. The wider media and infrastructure sector has been investing in energy-efficient lighting, digital displays and lower-impact materials to reduce environmental footprints while maintaining visual quality. These improvements support national climate objectives and enhance operational efficiency. Lifecycle management is also gaining importance, with greater emphasis on durability, responsible sourcing and waste reduction. Recycling of printing and display materials, particularly vinyl and flex media, is helping to support circular economy principles and reduce landfill use.
What role will audience data and artificial intelligence (AI)-driven planning play in Qatar’s out-of-home and digital out-of-home (DOOH) advertising over the next 2-3 years?
HASSAN: Audience data and AI-driven planning are reshaping media buying and campaign optimisation across outdoor and cinema platforms. Real-time and location-based insights are shifting planning from a focus on placement alone to a stronger emphasis on audience profiles, behaviour and context. This enables advertisers to forecast reach more accurately, optimise cost efficiency and tailor messaging to specific segments.
AI-supported tools are improving campaign modelling, impression forecasting and performance analysis, allowing brands and agencies to make more informed investment decisions. These technologies are expected to become standard practice as data availability and analytical capabilities continue to develop. Programmatic buying is gaining momentum, particularly within DOOH advertising, where it supports short-term, responsive campaigns linked to events, weather, time of day or retail activity. In cinema, more refined targeting based on genre, scheduling and audience composition is making the medium more flexible and commercially attractive.
Strong safeguards are essential. Data used for planning must be anonymised and aggregated, with clear compliance processes aligned to national regulations and international standards. Privacy protection remains a core responsibility. Brand safety is equally important, requiring rigorous content review and placement controls to ensure alignment with cultural values, legal requirements and client expectations.
Where do you see the fastest shifts in consumer content preferences across Qatar’s cinemas, live entertainment and branded experiences?
HASSAN: Consumer preferences in cinemas, live entertainment and branded experiences in Qatar are evolving rapidly, driven by global content access, digital platforms and changing lifestyle patterns. Audiences are increasingly seeking immersive, interactive and high-quality experiences that combine international trends with local relevance. In cinemas and entertainment venues, audience insights and behavioural data are playing a greater role in shaping programming, scheduling and hospitality services. Film selection, premium viewing formats and food and beverage offerings are being adapted to meet rising expectations for comfort, convenience and personalisation. Live entertainment is also becoming more responsive to audience feedback and international trends, supporting more diverse and culturally attuned programming.
Across the wider sector, customer-centric strategies are becoming more prominent. Detailed segmentation and agile operational models allow operators and advertisers to respond quickly to shifting preferences and emerging demographics. For creative teams, this requires a more inclusive and adaptable approach. Content must reflect Qatar’s multilingual and multicultural population while maintaining authenticity and emotional relevance. Successful campaigns increasingly balance cultural sensitivity with innovation, using storytelling, visual design and experiential elements that resonate across different communities and age groups.



