What are the biggest challenges facing the UAE OOH industry at the moment?
OOH is strong and growing, but there is a disconnection between the business and the brand. Too many
advertisers think of OOH as a non-core, secondary medium. Compared with other advertising, OOH is often planned ‘below the line’.
There are a number of perceptions that are holding OOH back. The number one job is to address these perceptions, make improvements where and when needed, and reshape this conversation so that advertisers and agencies think and act differently about OOH.
What are the biggest changes you are seeing?
We’re seeing some positive changes that are moving the industry forward. To me
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