WHAT EFFECT IS TECHNOLOGY HAVING ON THE QATARI OOH SECTOR?
OOH clients and agencies in Qatar are just like those in the rest of the world. They all seek greater visibility and transparency for their advertising dollars.
ELAN Media is fortunate enough to have an excellent relationship with the country’s leading telecom operator, Ooredoo.
Together with Ooredoo, we launched the region’s most advanced audience measurement system, InMotion, which relies on real-time and actual data from the country’s telecom network.
This system provides advertisers and agencies with in-depth demographic and impression data, without the need for extrapolation or sampling.
As the market leader, we want the InMotion data to be available to the entire market as we think this will grow it and ultimately benefit all agencies and clients and demonstrate the increasing professionalism of the sector here.
HAVE YOU SEEN A CAMPAIGN RECENTLY THAT CAUGHT YOUR EYE?
Qatar has had the good fortune to host some of the world’s leading events over the past twelve months.
Starting with the FIFA World Cup 2022TM and up to all the events that are happening in 2023 and Q1, 2024 that include the Qatar 2023 Formula 1 Grand Prix, the Doha Expo 2023, the 2024 Asian World Cup and others; Doha is now a preferred and proven destination for world-class events.
All these events attract many international brands to our country and to ELAN’s large network of over 2,000 signs. We have so seen many incredible 3-D implementations from clients like Visa, Coca-Cola, QNB and others.
In addition, we are seeing many of the world’s leading luxury brands targeting Qatar’s high-net worth residents and nationals.
And as we all know as industry professionals, brands, such as Cartier, LV, Gucci, Bently and others, always develop and shoot impressive and dynamic artwork, so it is hard to pick just one!
HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?
We all hear the same things about ‘omnichannel’ campaigns.
But, ELAN Media is unique in that it has a truly full offering of media options, such as cinema, outdoor, in-mall advertising and reaches the important radio audiences through our partnerships with Mazaji and Habaeb stations.
We also have a large online department that works with advertisers to integrate OOH campaigns with social media and local publishers.
We have exclusive relationships with leading Qatari publishers and continuously work to link social media with various campaigns on sites like ILoveQatar, QatarLiving, Doha News, and hundreds of annual OOH campaigns.
-By Jaber Al Ansari, Group Chief Executive Officer, ELAN Group
