Digitalising Saudi Arabian out-of-home media house Wave Media has just completed a one-year-long overhaul of its in-mall network, turning 90 per cent of its screens digital. The kingdom’s leading operator of in-mall signage now has more than 25,000 faces, located in more than 50 malls in more than 30 cities throughout the country. One third of the Saudi population, 11 million people, see Wave’s media every month.
The firm’s name couldn’t be more appropriate. Wave was created in 2017 as a wave of change began to sweep the kingdom. Wave Media is a joint venture between two media giants who have been pioneers in OOH media. Both companies seized the opportunity to create an in-mall chan
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