Hasan Zaini has been the Deputy CEO at Saudi Signs Media for 5 years. His favourite hobby is Skiing.
In recent years, Saudi Arabia has witnessed a remarkable transformation that has left an indelible mark on our society and economy. With a youthful and growing population, the country presents an abundance of opportunities for long-term investments, underpinned by security and stability, all made possible by the ambitious Vision 2030 objectives.
As with any transformative period, there are accompanying hurdles, new market players, changing behaviours and fundamental changes to what was previously deemed the standard approach.
From a communication perspective, advertisers are confronting an ever-growing complex media landscape filled with a multitude of platforms that has consequently fragmented audiences, audience attention and complicated brand engagement.
This coupled with Saudi Arabia’s shift in social norms, increased mobility and rise in entertainment options, ‘getting through’ effectively has become considerably more difficult for advertisers. So, what is being done to help break through all this noise?
One approach that has stood out as being indispensable, is capable of captivating audiences in a far less distracting environment and has received a lot of advertiser attention is the use and utility of outdoor media.
Since the end of the Covid-19 lockdowns in 2020, the out-of-home industry in Saudi Arabia has experienced growth marked by double-digit expansion, increased participation from various sectors, heightened interest from digital-only players, and a recurring demand for presence.
These developments stand as noteworthy indications of the significant role that outdoor media plays within the media mix and its positive impact on the return on investment for valued clients.
Our success thus far, along with the growing demand is not a matter of chance but also a testament to our ongoing commitment to delivering high-end quality products and service.
First and foremost, the digitisation rate of outdoor media in Saudi Arabia is unparalleled in the region. This has unlocked greater flexibility enabling clients to deliver dynamic messages through dayparting, multiple ad copy rotation, and message allocation based on panel location and business insights.
At Saudi Signs Media, our team collaborates closely with partners to harness the power of this digital transformation, eliciting an overwhelmingly positive response from brand managers and planners alike.
“Advertisers are confronting an evergrowing complex media landscape filled with a multitude of platforms”
Moreover, the organisation and strategic placement of outdoor panels have been meticulously designed to maximise effective brand awareness.
Brands can achieve citywide reach, ensuring a ubiquitous presence along key roads and major junctions precisely as intended.
In addition to these strengths, the ever-growing array of outdoor advertising formats available to advertisers has sparked significant interest.
Saudi Signs Media for example is committed to introducing novel, large, and disruptive formats that capture audience attention and open new branding opportunities for advertisers.
In Jeddah, we proudly manage the region’s largest Digital Pedestrian Bridge network, featuring LED screens averaging an impressive 500mÇ in size, strategically positioned above moving traffic along key highways.
In Riyadh, our Digital Bridge network has disrupted traditional outdoor planning approaches and the impact the format has had on brands is formidable.
Overall, the future of outdoor advertising in the Kingdom is exceptionally promising and goes hand in hand with the nation’s transformation.
Saudi Signs Media in particular is dedicated to nurturing this future, serving as a catalyst for brands to connect with their audiences in an authentic and impactful manner.
As we continue to evolve and innovate, we look forward to redefining the possibilities of outdoor advertising to help serve current and future brands wanting to make a mark within the local market.
“If you obey all the rules, you miss all the fun”.
