Posterscope, a global out-of home communications group, has officially opened a regional headquarters in Dubai to run planning, buying and research across the Middle East.
The new office, which has joined a network of 20 countries, aims to change the approach to out-of-home advertising with real-time data and ROI analytics.
It will be coupled with an ongoing study of 14,000 consumers and their attitude to out-of-home advertising across the UAE, Saudi Arabia, Egypt, Lebanon and Morocco.
The Dubai-based operations will be led by Abdallah Saab, who previously worked with Carat for seven years.
Saab said: “We realised the out-of-home market in the Middle East is developing fast but without accountability and sufficient research into consumer behaviour. Hence Posterscope has already conducted its first Out-of-Home Consumer Study with 14,000 respondents across five markets, which measures where out-of-home connects with advertisers’ target audiences and has helped identify integrated opportunities.
“Driven by consumer insight, innovation and market intelligence, Posterscope will now offer our clients a clear map to navigate the increasingly fragmented media landscape.”