In today’s dynamic marketplace, the ability to innovate and adapt is crucial for success. While the focus in the GCC and MENA regions has traditionally been on regional reach, the demand for global expansion is rapidly increasing.
As countries unveil ambitious visions for the future – such as Saudi Arabia’s Vision 2030 and Dubai’s Vision 2030 – there is an obvious excitement surrounding the new possibilities. These initiatives aim to transform economies and elevate the region’s status on the global stage, creating fertile ground for attracting not just investors and businesses, but also diverse talent and innovative partnerships that can drive growth and creativity.
However, crafting a global deployment strategy presents significant challenges, particularly in OOH advertising. Detailed market research is essential to identify target markets and understand the cultural nuances that influence consumer behaviour.
Understanding local markets
Each market has unique characteristics shaping purchasing decisions, necessitating tailored advertising approaches that align with local tastes while maintaining a consistent global brand identity.
Incorporating data from a thorough media landscape analysis allows brands to fine-tune their approach based on regional dynamics. Each campaign objective must be applied to each market; what works for one audience may be less effective for another.
For instance, a brand-building campaign targeting high net worth individuals may make use of super premium large-format digital screens in major cities across the globe, whereas a campaign with an objective to drive purchase intent may utilise a layered approach focused on small format digital locations placed in malls, reaching commuters in stations, and adding a layer of programmatic OOH to further drive action.
Analysing audience behaviour – such as the time they spend commuting, frequent touch points throughout their day, and the environments they engage with – helps identify the most meaningful OOH formats. This understanding informs the balance between static versus digital locations, or the integration of experiential elements such as augmented reality (AR) to boost engagement and recall.
Bridging borders through creativity
Creativity is fundamental to OOH, pivotal for capturing attention and driving engagement. Emerging technologies such as experiential, dynamic, and anamorphic experiences elevate the landscape to new heights. According to a Nielsen analysis of more than 500 campaigns, creative elements contribute 47 per cent to purchase and sales, followed by reach (22 per cent) and brand (15 per cent). Dynamic DOOH is another layer that improves effectiveness. Recent research by WARC found that contextual DOOH campaigns increase ad recall and sales response by 32 per cent,
Today’s technology and tools enable us to understand and engage with local audiences through a customised approach. Leveraging technology and the right audience analysis tools, brands can swiftly gain insights into diverse global audiences. This enables them to deploy OOH campaigns targeted to each local audience.
An effective global OOH strategy requires market expertise, cultural understanding and tailored approaches, with local knowledge and applied creativity utilised to enhance engagement and achieve business objectives. Taking these factors into consideration when customising OOH campaigns will amplify visibility and drive meaningful engagement, delivering messages that resonate with local audiences.
Depth of knowledge is required to navigate diverse markets effectively. Local expertise is invaluable when it comes to providing insights into market dynamics that enhance the likelihood of success through culturally sensitive strategies.
How bridging borders moves OOH to the future
As we look to the future, the evolution of OOH advertising will be driven not only by technological advancements but also by a commitment to effectiveness. Demand for localised, immersive advertising experiences is continuing to grow, reflecting consumer expectations for authenticity.
In an increasingly interconnected world, OOH offers brands a unique opportunity to connect with global audiences in the real world. As the GCC and MENA regions embrace global ambitions, local insights remain paramount. By harnessing the power of data, creativity and cultural understanding, brands can navigate the complexities of global markets while resonating authentically with local consumers.
Brands that embrace this dual focus – on global strategy and local execution – can not only stand out in crowded spaces but will also cultivate lasting connections with consumers.
The journey of bridging borders through innovative OOH campaigns is just beginning, and the potential for growth and impact is immense. As we move forward, let us champion the power of localisation in the pursuit of global success.
By Chadi Farhat, Managing Director, Talon – MENA
