In this Industry Snapshot, Fawzi Tueni, Chief Operation Officer at Arabian Outdoor shares his take on the evolution of out-of-home (OOH) in the Middle East.
How has data and tech changed the way OOH campaigns are planned and measured in the past year?
Data and technology have expanded OOH from a pure reach medium into a full-funnel channel, now equally leveraged for performance-driven actions as it is for brand building. Planning is now guided by mobile location data and audience verification platforms, enabling precise targeting based on real-world behaviours and demographics, not just estimated footfall. Measurement has been revolutionised by attribution modelling, which correlates campaign
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