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.
How is OOH being integrated with other channels such as social and mobile to create more connected brand experiences?
OOH increasingly acts as the public stage, while social and mobile channels extend interaction. A recent 2025 study found that OOH drives a 13.3 per cent higher lift in ad awareness than digital channels alone, proving how physical presence strengthens digital performance.
As a supplier, we focus on enabling data-driven planning and measurement, so brands can use a common language across channels. This makes integration more seamless and ensures OOH works as a powerful amplifier to digital campaigns.
If you could change one thing about the OOH industry today, what would it be?
Shifting the mindset from competing for share to growing the market. Transparent pricing, standardised measurement, and real collaboration can build trust and unlock larger budgets. The opportunity is to expand the scale of the industry collectively, not fragment it.
If stakeholders align around shared standards and ecosystem thinking, OOH can move from incremental growth to exponential impact across the region.
Do you feel media spend towards OOH is increasing, and what factors are causing this shift?
Rapid urban development and the expansion of digital networks are fuelling renewed advertiser interest. OOH offers a fraud-free, brand-safe, and highly viewable environment, making it a trusted medium compared to social and digital media platforms.
This trust has grown alongside the digitisation of networks. The World Out of Home Organization ranked Saudi Arabia #1 globally in DOOH share of OOH spend, reflecting this momentum. Underpinning it all is confidence in transparent audience measurement, allowing advertisers to plan OOH with the same rigour as other media.
By Mansour AlObaikan, Chief Executive Officer, Al Arabia.
