Title: CEO, Rotana Media Services Holding LTD
Years in the role: 27 years
Years in the industry: 35 years
Years in the Middle East region: 35 years
Other roles / board memberships: Chairman of Rotana Modern for Publicity and Advertising (Rotana Signs)
Power Essay: Reimagining OOH through digital transformation
The advertising landscape is undergoing rapid change. As audiences shift from traditional TV and print to digital and mobile platforms, one medium remains resilient and full of untapped potential: Out-of-Home (OOH) advertising. For decades, OOH has been defined as static billboards or posters – highly visible, yet limited
in targeting and engagement. Today, the industry must evolve beyond that perception. The urgent priority is to accelerate OOH’s digital transformation and unlock its role as a dynamic, data-driven platform.
Why OOH Still Matters
OOH is the only medium that people cannot skip, block, or fast-forward. It surrounds audiences in daily life – on highways, in airports, malls and city centres – offering a powerful canvas for storytelling. In an era of fragmented attention, OOH delivers shared experiences that build brand trust and recognition. The future, however, lies in digitalisation.
The power of digital OOH (DOOH)
Digital OOH blends the scale of outdoor media with the precision of digital technology. Through programmatic buying, brands can launch and optimise campaigns in real time, adapting to weather, traffic, or even live sports scores. Screens that sync seamlessly with social media or mobile journeys transform OOH from a reminder medium into an interactive storytelling platform.
This evolution shifts OOH from broad awareness to contextual relevance – from static impressions to measurable engagement.
Building the infrastructure
To realise this transformation, the industry must invest beyond digital screens alone:
• Data ecosystems that connect OOH with consumer behaviour and mobility patterns.
• Programmatic platforms offering advertisers the same agility as online media.
• Creative innovation that integrates OOH into omnichannel brand journeys rather than treating it as a standalone format.
MENA at the forefront
Nowhere is this shift more urgent – or more promising – than in the Middle East. Urbanisation, mega-projects and Saudi Arabia’s Vision 2030 create an environment where OOH can thrive. By digitising assets and expanding into premium, high-traffic locations, the region can position OOH as both a commercial growth engine and an integral part of cityscapes of the future.
A call for change
Too often, OOH is overlooked in favour of debates around digital and TV. The real opportunity lies in merging the two: expanding OOH’s physical presence while digitalising its capabilities. Those who view OOH as outdated risk missing a generational opportunity. Those who embrace its future will sit at the intersection of visibility, engagement and measurable results.
OOH is no longer just about billboards – it is about shaping tomorrow’s cities with stories powered by data and enhanced by digital innovation.
Highlight of the last year
Consolidated Rotana Signs into a unified sales force to simplify access for advertisers. Expanded Rotana’s OOH footprint across premium city locations in Saudi Arabia and the UAE.Accelerated digital growth, increasing DOOH revenues by double digits and positioning Rotana as a regional leader in future-ready media.
Rapid fire
What the industry needs to talk more about:
Digital transformation.
What the industry needs to talk less about:
Linear TV.
If you could change one thing in the blink of an eye, you would …
Accelerate innovation.
What’s one thing about you that would surprise your team?
I’m a creative storyteller.
What mobile application can you not live without?
WhatsApp.
What word / phrase do people remember you for using the most?
“Fairness.”
What’s one local / regional tradition that you love the most?
Ramadan gatherings.
If you could choose any two people, currently alive, in the world to share a meal with you, who would it be?
His Royal Highness Saudi Crown Prince and Prime Minister Prince Mohammed bin Salman Al Saud and Elon Musk.
What’s your top word of advice for Gen Z and Gen Alpha?
Stay resilient.
What’s your go-to comfort food?
Seafood.
What’s your favourite ad from the past 12 months?
Apple’s ‘Vision Pro’ launch.
