Mansour AlObaikan, Chief Executive Officer, Al Arabia.In this Industry Snapshot, Al Arabia’s Chief Executive Officer, Mansour AlObaikan says a central opportunity for out-of-home (OOH) is ‘to expand the scale of the industry collectively, not fragment it.’
How has data and tech changed the way OOH campaigns are planned and measured in the past year?
The adoption of a unified reach-and- frequency measurement currency has transformed planning. Campaigns are now built around actual audience delivery rather than site counts.
At Al-Arabia, we take this a step further – we use predictive data not only for campaign planning, but also to guide where we place new screens and networks. It’s reshaping both sales and infrastructure strategies
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