Campaign Middle East - November 2023 by Motivate Media Group

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October 30 2023

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October 30, 2023

ASDA’A Founder and BCW President Sunil John bids farewell after 24 years PR veteran Sunil John has announced that he will be stepping down from his role at the end of the year. John is currently President of BCW for the Middle East and North Africa and the Founder of ASDA’A BCW. He has been with the firm for 24 years. John’s move is part of a shake-up by BCW which has made a number of changes to its global leadership across all the network’s broadcast, digital and print media platforms. John sold his shares in the company to WPP earlier in the year and will remain in his role as President until the end of 2023. As part of the shakeup, BCW has merged two markets, Middle East and North Africa and Europe, to form its EMEA region. Scott Wilson, a 13-year BCW veteran, has been promoted to CEO of BCW’s newly-formed EMEA region. Before joining BCW, Wilson was UK CEO and Managing Director of EMEA under Cohn & Wolfe. In a memo John sent to staff, and seen by Campaign Middle East, he wrote: “I have always believed that change is good, and I have no doubt the merger of the two regions will bring the best in us and the BCW

global network to benefit each one of you, the organisation, and our enviable client portfolio.” He said the company had “literally pioneered the PR sector in the region creating, nurturing, and growing it from the ground up to what is now considered a billiondollar business sector with enormous growth prospects.” He also adds in another note to partners and industry players, “It has been a privilege for me to lead the MENA region over the last two decades, first as the founder and CEO of ASDA’A, a pioneering independent consultancy from 2000 to 2008 and for the last 15 years, after the WPP acquisition of our company, as the President - MENA of ASDA’A BCW.” “As I look back, I can’t but refer to some remarkable milestone events and projects that our agency has been a part of. We worked on the winning bids for Dubai Expo2020, the Special Olympics in Abu Dhabi and the COP28 in Dubai later this year.” ASDA’A BCW also helped launch Burj Khalifa, the Dubai International Financial Centre and several gigaprojects in Saudi Arabia including NEOM and the Red Sea Global. Another big move sees Mary

Sunil John will remain in his role as President until the end of 2023.

Corcoran depart BCW at the end of 2023 from her role as President, North America. Corey duBrowa, Global CEO, BCW, said: “Sunil built ASDA’A BCW from the ground up over two decades of effort – and wish them the best in their future endeavours.” John will be helping to transition

the region and clients to Wilson and the two will work together to appoint new leadership for ASDA’A BCW, the company said in a statement. WPP, the holding group of BCW, has announced several changes and restructures recently, including the merger of agencies WPP and VMLY&R.

Havas starts new branding service

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CAREEM IF ONLY EVERYTHING WAS AS QUICK AS CAREEM QUIK Careem’s in-house agency, The Creative Studio, reimagined speed with its digital campaign for Careem’s quick grocery delivery service. There are three hero films, each showing a painfully slow scenario, which is then playfully sped up with the intervention of Careem. In the series of films, Careem Quik captures the agony of waiting, taking viewers through familiar moments at the dentist, at the gym, and funnily enough, on an abandoned island.

Havas Red Middle East has launched Peaks, a multichannel executive branding service. It is designed to help C-suite executives develop a personal brand that’s authentic, compelling and aligned with their corporate identity. Offered to brands across UAE, Saudi Arabia and Oman, the aim of Peaks is to work with senior executives to strategically create and develop leadership brands that speak to desired constituencies. The practice has been introduced as a result of the increasing demand for purpose-driven strategic communications. Dana Tahir, Managing Director at Havas Red Middle East, said: “This is a pivotal moment for leaders to establish and uphold a favourable image. The pressure on leaders to demonstrate their organisations’ commitment to their fundamental principles has significantly increased.”

October 30, 2023

Dubai’s RTA grants Sky Blue Media advertising rights on public bus fleet and facilities for five years

Sky Blue Media will manage the planning, design, operation and marketing of RTA advertising spaces across public bus facilities.

Dubai’s Roads and Transport Authority (RTA) has signed an agreement with Sky Blue Media granting it the exclusive rights to manage outdoor advertising across the RTA’s public bus fleet and related facilities for five years. Sky Blue Media will manage the planning, design, operation and marketing of RTA advertising spaces across all of its public bus facilities in Dubai. The deal highlights the RTA’s commitment to boosting its strategic ties with the private sector

and offering lucrative investment opportunities for businesses, enabling them to market and advertise via the RTA’s assets. The agreement entitles Sky Blue Media to full management and representation rights of advertising spaces across the RTA’s public bus fleet and facilities, encompassing 1,400 public buses, 22 bus stations, 741 bus stands, and 523 dedicated advertising spaces within bus facilities. Ahmed Bahrozyan, CEO of the Public Transport Agency at the RTA, said: “This type of strategic

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agreement offers long-term investment opportunities for businesses to associate their brands with Dubai’s progressive growth. “Moreover, bus station facilities offer a strong promotional platform due to the influx of hundreds of thousands of riders every day. “The RTA’s public bus facilities and fleet constitute highly advanced advertising platforms for local and international companies and entities looking to promote and market their products, services and solutions across diverse economic and commercial sectors,” he added. Dato’ Manikandamurthy Velayoudam, Managing Director of Sky Blue Media, said: “This partnership represents a key milestone for both Sky Blue Media and Dubai’s advertising landscape. We are fully prepared to introduce innovative digital solutions and state-of-the-art advertising technologies to redefine the Out of Home advertising industry.” “We are thrilled to demonstrate our digital expertise, establish effective communication with advertisers, and initiate impactful advertising campaigns that resonate with the diverse cultural backgrounds of the city’s residents,” he added. In July, RTA and Hypermedia signed a 10-year agreement for investment and management of the Dubai Metro Out of Home (OOH) advertising. The deal granted Hypermedia full advertising representation in Dubai Metro assets that cover 53 metro stations (including 7 new metro stations of Route 2020), about 100 trains, 35 pedestrian bridges, pillars of metro viaducts and prime locations such as frontals of emergency exits and utility buildings. The representation also extends to include metro stations’ naming rights.

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IKEA BRING ON THE MESS

EXPERIENCE ABU DHABI CAN’T WAIT TO WINTER

The campaign asks people to embrace the mess and make it theirs. The narrator in the ad film encourages everyone to get messy, be it a kid playing with toys or a husband preparing for a romantic dinner.

Experience Abu Dhabi collaborated with Indian star Ranveer Singh, Chinese-American actress Liu Yifei, and the Gulf region’s comedic duo Dawood Hussein and Hasan Al Ballam. Different videos featured the stars experiencing Abu Dhabi but with a twist. The series showcases how the stars can’t wait to get to Abu Dhabi to the point where their clothes get ahead of them.

Agency FP7 McCann

Agency Serviceplan Middle East Production house Dejavu

October 30, 2023

WPP’s Wunderman Thompson and VMLY&R merge to become VML WPP has announced that it is merging its creative agencies Wunderman Thompson and VMLY&R to create a new entity – VML. Describing it as the “world’s largest creative company”, marking a “major evolution in its offering to clients”, VML will be led by Jon Cook, VMLY&R’s chief executive, as global chief executive, and Mel Edwards, global chief executive of Wunderman Thompson, as global president. WPP said the management team would be “bringing together strong leaders from across both companies”. However, it is currently unclear what happens to regional VMLY&R and Wunderman Thompson teams. As a combined agency, VML will house more than 30,000 people across 64 markets when it officially comes into being on 1 January 2024. Cook said: “The future of building strong brands and businesses requires the interconnectivity of brand experience, commerce and customer experiences. We recognised the immediate opportunity to create what every consultancy and advertising agency aspires to build with the formation of VML. “We’re especially excited to present our new offering to the industry as we don’t believe there is another company as creatively awarded with our depth in customer experience

WPP named Jon Cook (L) as VML Global CEO and Mel Edwards as VML Global President.

and commerce.” Mark Read, WPP’s chief executive, said that “scale matters in today’s world as AI and technology transform marketing and global clients look to simplify their relationships”. He continued: “VML will combine world-class creativity with deep expertise in data, marketing technology and platforms to deliver competitive advantage for ambitious brands. It’s another important step forward for WPP as we continue to reshape our offer for

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the future, simplify our business and unlock further benefits of scale. “Separately, Wunderman Thompson and VMLY&R are two of WPP’s strongest and bestperforming agencies. Together, they will deliver an even wider, fully integrated suite of capabilities to our clients in every market. Marketers today expect seamless links between their brand advertising and technology solutions and platforms. VML provides an immediate solution to this business imperative.”

KSA sets up comms school for ad sector Saudi Minister of Information Salman bin Youssef Al-Dosari launched a set of five new media initiatives designed to foster talent within the industry, including a new comms academy to enhance the advertising sector. The launch aims to strengthen the partnership between the ministry’s system and partners from the government and private sectors in the field of media. The new projects include a Communication Academy dedicated to enhancing the advertising sector within the Kingdom. The ‘Tawasul+’ is the second project which seeks to provide training opportunities in the field of digital content creation. ‘Media Leadership Training’, the third project, aims to qualify a new generation of media leaders and empower them to be able to lead local and Arab media institutions, and enhance their leadership skills and executive methods. The ‘Media Zone’ project will provide a joint work environment for practicing various media arts and to provide media knowledge and skills in diverse and modern methods. The minister also announced the launch of a new joint work environment for practicing various media arts, and the “Speakers+” project to develop leaders in government agencies and the private sector.

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MASDAR CITY SUSTAINABLE LIVING, MADE EASY

SFA #MOVEYOURWORLD

Masdar City released a new brand film to launch its revamped brand identity and showcase the offerings of the sustainable city. It showcases how living sustainably can come with its difficulties and challenges. A series of lighthearted scenes show people cycling in their office to generate electricity, a person running to make it to their meeting and an electric car running out of battery.

Saudi Sports for All Federation (SFA) aimed to confront the prospect of a life lacking motion. It introduced a digital experience – a virtual journey through the Museum of Extinct Mobility – which transported participants to a world where those who once ran, walked, climbed, and thrived are now encased in transparent boxes, like forgotten species.

Creative and Production house Films by Nomad Executive Producers Stew Game and Tim Orr

Agency Webedia Arabia Media Leadgen Production house Dejavu

DATE: DECEMBER 7, 2023

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October 30, 2023

THE BEAT OF YOUR BRAND Anghami’s Emdee Jabr explains the thinking behind its hybrid Studio unit that combines commercial and production capabilities

ccording to a study by YouGov, close to 40 per cent of those under 40 expect a brand to have an audio identity, which is what gave rise to Anghami Studios. But the beginnings started far away from brands. Anghami has always ventured beyond music streaming, and taken an active role in creating new and original Arabic content with upcoming and popular Arabic talents in the region. Given close to half of the streams on the platform happen on Arabic content, Anghami has always felt a duty to increase this supply of content, against the backdrop of quite limited supply. For example, the Arabic library on Anghami makes up under 5 per cent of the content on the platform, even though it garners close to half the streams.

These projects were largely non-commercial, with the goal of creating content to attract listeners. From an advertising perspective, Anghami focused on audio-led media and custom tech solutions to drive brand spend. Covid changed this. As people were stuck at home, tactical campaigns and the standard media messages lost relevance quickly. We at Anghami immediately felt that we wanted to inspire consumers, and of course brands. Given we were already creating Anghami Originals (new Arabic music), we wanted to make this available for brands. The goal was to make a song the central message of a campaign. This, in turn, would really help artists, who were out of pocket, as live shows dried up.

MUSIC FOR BRANDS This time gave birth to Anghami Studios, a hybrid unit within Anghami that combined commercial and production expertise, to create audio-branded content for some of the region’s largest brands. We at Anghami were able to combine our relationships with talents, relationships with brands and in-house production expertise to create music that brands could own, and were original. Each song was backed by data, given that Anghami has billions of data points, hence we create content relevant to what brands’ consumers are listening to, varying from Hip-Hop to Khaleeji. At the start of Covid, we kicked off with our first branded content project, which was for Pepsico during Ramadan in 2020. We created a collaboration between Saudi Hip-Hop artist Tareq Al Harbi and R&B Egyptian artist Malak El Husseiny, to embody the message that even though we were apart in Ramadan, Pepsico, would bring us together. When creating a song, we constantly need to consider the brand’s identity, and the artist’s musical background, as well as dealing with tight deadlines. Each genre has different musical elements to it, from instruments to rhythm. This can be challenging at times but allows us to deliver excellent results. We have the knowledge and expertise to translate the brands’ ideas to life through music. What is paramount here is that even though a brand is

‘‘WHEN CREATING A SONG, WE CONSTANTLY NEED TO CONSIDER THE BRAND’S IDENTITY’’

involved, people will need to want to listen to the song. It needs to feel less like a branded message, and more like a hit, which the brand can own as a piece of content, and build a campaign around. Today, we have worked with more than 20 brands and have created more than 55 songs under Anghami Studios. So many brands come to mind, especially the likes of Sephora, New Balance MENA, EA Sports, PUBG Mobile, L’Oreal and many more. We’re very proud of how far we’ve come, and we believe we’re just getting started. We would love to work with more brands, further push our creativity when it comes to music and help artists, especially emerging ones, to rise up in their careers. We want to ask brands, what is your beat? And why not make music the heart of your campaign? At the end of the day, everyone loves music. EMDEE JABR Emdee Jabr is a Lebanese music producer based in Beirut who started his music career in 2005 as a selftaught producer. His music has been played by numerous international DJs including Tiesto, Cosmic Gate and W&W. Over the past years, Emdee began exploring different genres such as Pop, Hip-Hop and EDM and began collaborating with international and Arab artists. Today, he is the Senior Music Producer at Anghami and works regularly on branded content projects, Anghami Originals and remixes. He is able to merge his musical background with oriental and Arabic music. Some of the brands he’s worked with include EA Sports, Adidas, New Balance, PUBG, Pepsi and Vice Media. As to the artists, Assi El Hallani, Nancy Ajram, Elissa, Adonis, Joseph Attieh are some of the pop stars he’s worked with, and LiL EaZy, BLVXB and Amy Roko are some of the rappers whom he has collaborated with. By Emdee Jabr, Senior Music Producer at Anghami

October 30, 2023

THE ROLE OF MARKETING IN

CRAFTING AN ESG STRATEGY AHEAD OF COP28

Marketers are uniquely positioned to manage a brand’s sustainability initiatives, writes MMA’s Melis Ertem

n an era where sustainability and corporate responsibility are centre stage, there has never been more pressure on businesses to set and uphold environmental, social and governance (ESG) policies. And for good reason, ESG is more than a set of guidelines, it’s a roadmap to sustainable growth and it reaches a pinnacle moment for the MENA region this year. The UAE is set to host The 2023 UN Climate Change Conference. COP28 will convene in Dubai from 30 November to 12 December 2023 with H.E Dr. Sultan Ahmed Al Jaber, President-Designate for COP28 UAE committed to deliver ‘the most inclusive conference possible’. Part of that commitment includes launching the COP28 & SME Climate Hub for MENA. The hub aims to support SME businesses by providing free access to tools and resources to implement emission reduction strategies. It’s clear that ESG is becoming a bigger priority for our region and more and more businesses are striving to formalise their ESG strategies. PwC’s 2023 Middle East Report shared that 64 per cent of respondents have adopted a formal ESG strategy and the number of companies without a strategy has fallen in the last 12 months. Dr Yahya Anouti, PwC Middle East ESG Leader, Partner, Strategy & Energy, Utilities & Resources Practice shared that “with the right coordinated response from governments, 2023 could be the region’s most environmentally transformative year yet”. BUT WHAT ROLE DO MARKETERS PLAY IN CRAFTING A BRAND’S ESG STRATEGY? AND HOW CAN MARKETERS RESPONSIBLY MANAGE ESG INITIATIVES? Storytelling with sincerity Marketers are uniquely positioned to manage a brand’s ESG initiatives authentically and appropriately. We have the power to craft compelling narratives that resonate with our consumers. I use authentically and appropriately with

great passion here, as ESG messaging must be rooted in a genuine commitment to sustainability and social responsibility. Too many organisations that profess their commitment to ESG have been exposed as misleading or completely false. Greenwashing undermines consumer trust and deceives genuine ESG supporters. Brands have a

“IT’S CLEAR THAT ESG IS BECOMING A BIGGER PRIORITY FOR OUR REGION” responsibility to verify their claims so where possible, marketers can look for independent external accreditation or industry approval to verify their authenticity. By aligning brand messaging with meaningful ESG actions, marketers can be true drivers of positive change. Data-driven insights Marketers can leverage data to assess the impact of ESG efforts, demonstrating measurable results to internal and external stakeholders. Chris Babayode, Managing Director EMEA, Mobile Marketing Association (MMA) shared: “ESGfocused companies often find it easier to attract investment and secure

favourable lending terms. A growing number of investors are prioritising ESG criteria when making investment decisions. Companies with strong ESG performance can tap into a broader pool of capital, enabling expansion and growth opportunities.” It’s no surprise that marketers can lean on their data to showcase their brand’s ESG commitment and enable continuous improvement. Cross functional effort ESG needs to be a cross-functional effort. Firstly, effective ESG messaging is cohesive and aligning marketing strategies with ESG goals can amplify a brand’s impact. But crucially, PwC’s Middle East Report identified an absence of adequate internal skills and expertise to implement ESG initiatives. According to the report, two in five respondents listed a ‘green skills gap’ as a key obstacle to further progress. It’s clear that a cross functional approach to ESG will lead to greater success. As the custodians of a brand’s image and reputation, marketers are pivotal in crafting and managing ESG initiatives. Marketers must engage with various stakeholders, including customers, employees, suppliers and the community. Positive relationships with these groups can lead to partnerships, opportunities, and a supportive ecosystem for growth. Ultimately, positive ESG performance attracts investors and consumers, and strong ESG credentials can lead to increased market share, customer loyalty and revenue growth. If you’ve not started on your ESG journey, I urge you to start now, there has never been a better time. By Melis Ertem, Regional Director at MMA

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t’s safe to assume you’ll hear plenty of talk on sustainability in the GCC in the coming weeks, ahead of the UAE hosting COP28 in late November and December. The enduring challenge is turning all the words into action. Any commitment to sustainability lasts a good deal longer than a COP conference, and finding lasting and meaningful solutions to complex issues involving climate change and reducing carbon emissions aren’t easy. As advertisers and marketers, we have a dual responsibility – to get our own organisations’ environmental footprint in order when it comes to emissions-generating campaigns and internal energy use, while also clearly conveying to consumers the steps they can take to reduce their energy consumption and benefit the global environment in pursuit of Net Zero. Sustainability is a new key pillar for the ABG, and we will be looking to capitalise on interest in COP28 to encourage environmental best practice and raise awareness. A new taskforce has been set up to drive change. The group recently launched its new sustainability agenda and has successfully hosted two events to date. The first event was a webinar with Maher Nasser, Director of Outreach in the United Nations Department of Global Communication who joined ABG members from the UN HQ in New York. Nasser provided a comprehensive overview of the 17 sustainability development goals (SDGs) and outlined how marketing and advertising can be a force for change. Even though the SDGs were formulated in 2015, they still have a major role to play eight years later, particularly as environmental and social challenges continue to multiply with wildfires, floods, rising inequality, human displacement and conflict. He said: “I think it’s time to really change the way things are done. Industry, governments and everyone needs to double the effort to achieve the SDGs and ensure that commitments are genuine and serious, avoid greenwashing and superficial declarations. “Many companies say they’re going to be sustainable but do not include the impact of their core business, which in some cases include fossil fuel extraction. Brands and companies are focused on maximising profit, but not maximising benefit to society.” Alongside profit, it’s clear the industry must now focus on a new ‘p’: purpose. Kantar recently shared insights from its Sustainable Marketing 2030 report. “It’s time for marketing to step up,” said William Stubbings, Director, Consulting SA. “It’s our responsibility – and we have the right skills. The main challenge is we know how to do marketing – but we don’t know how to apply it to sustainability yet.”

BUILDING GREEN KNOWLEDGE AND COMMUNICATIONS The advertising industry has plenty of work to do, argues Priya Sarma of the Advertising Business Group (ABG)

Education and training are key parts of the jigsaw. A recent report from the Chartered Institute of Marketing (CIM) found 40 per cent of marketers would like to attain a marketing qualification for sustainability but don’t currently possess one, while 76 per cent are seeing their sustainability work increase and nearly half feel pressure in their role to communicate their company or clients’ sustainability credentials. This is a clear gap that needs filling. Providing a strong bedrock of education and knowledge will help

“ULTIMATELY SUSTAINABILITY MAKES SENSE FROM A COMMERCIAL VIEWPOINT” everyone, from graduates to seasoned pros, as we all walk down new paths towards decarbonisation. It’s therefore vital that training modules are constantly introduced, implemented and updated to reduce the sustainability skills gap – a key agenda that ABG aims to tackle. This is going to be a long and complex transition; we need to start making in-roads now. To address this the ABG will shortly be announcing a global partnership. External demands are equally pressing. The CIM report also found that nearly two-thirds of adults agree that brands should increase communications around sustainability of their products and services – even if only 41 per cent of marketers report that their companies or clients have publicly available sustainability commitments. CIM’s research finds nearly two in three adults believe that many brands only get involved with sustainability for commercial reasons, as opposed to ethical reasons, highlighting the need for authentic and meaningful marketing to build consumers’ trust. Ultimately sustainability makes sense from a commercial viewpoint. Businesses that are able to demonstrate their sustainability efforts not only retain top talent but attract new talent too. Moreover, consumers will see through ‘greenwashing’ claims which don’t hold up and aren’t verifiable. Priya Sarma, Communications Director of the ABG, said: “There is real momentum behind sustainability now and it’s vital that we capitalise on it, through our agenda and collaborating with partners, and look at ways to reduce our emissions and enact change.”

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October 30, 2023

Year of sustainability countdown: A call to arms for the private sector Al Masaood’s Marwa Kaabour has been busy tracking progress as 2023 draws to an end

s the UAE’s Year of Sustainability passes its third quarter, it is time for reflection and intensive action. The UAE has taken a bold step forward by dedicating an entire year to sustainability.

Ten months on: Tracking progress and turning vision into action

The Year of Sustainability has seen significant strides with the government and private sector coming together to develop and implement policies and initiatives aimed at reducing the nation’s carbon footprint, conserving resources, and promoting sustainable practices. Key milestones include advancements in renewable energy adoption, the introduction of sustainable transportation solutions, and the reduction of single-use plastics. In line with the government’s vision and through adopting a concentrated ESG approach, Al Masaood launched its first Sustainability Report. As a national brand, our efforts are focused on the development of clean energy sources, as well as the reduction of waste and carbon footprints.

Private sector’s time to shine and create a lasting impact

The private sector businesses have the agility, resources, and innovation necessary to lead transformative change, beyond what governments can achieve alone. This presents an opportune moment for local business of all sizes to embrace sustainable practices, align their strategies with global environmental goals, and invest in technologies that mitigate environmental impacts. The private sector in the UAE is well positioned to make a profound impact through technological innovation as well as research

and development. By supporting R&D in areas like renewable energy, circular economy, and carbon capture, and by investing in green technologies, businesses can drive meaningful change beyond their immediate operations.

UAE government leading by example

The UAE government has demonstrated its commitment to sustainability by investing in renewable energy, promoting sustainable infrastructure, and establishing sustainability-driven regulations that have sent a clear signal to the private sector and international community. The government partnered with key stakeholders to implement water conservation programs, sustainable waste management, and biodiversity preservation. These actions underscore the UAE’s dedication to becoming a regional and global leader in sustainability.

Collective responsibility: Public-Private-People Partnership is key

Achieving the ambitious sustainability goals set by the UAE requires a collaborative effort. The Public-Private-People Partnership (PPPP) model can be a powerful mechanism to unite the efforts of the government, private sector, and civil society in addressing complex challenges. By encouraging open dialogue and inclusivity, this approach can drive sustainable practices while ensuring that no one is left behind in the journey towards a greener and more equitable future.

Beyond 2023: COP28, Abu Dhabi Environment Vision 2030, UAE Net Zero by 2050 The Year of Sustainability is just the beginning of the UAE’s commitment to environmental stewardship. Hosting

COP28, the United Nations Climate Change Conference, is another testament to the UAE’s determination to foster international cooperation in combating climate change. Over the past five decades, Al Masaood has been a part of this nation’s remarkable journey, and we are now committed to contributing to its greener future. We are dedicated to supporting ongoing initiatives like the Abu Dhabi Environment Vision 2030 and UAE Net Zero by 2050 through allocating resources to further our shared pursuit of a sustainable tomorrow. It is crucial for businesses to proactively integrate ESG principles into their strategic plans, especially if they aim to stay ahead of future regulatory requirements. At Al Masaood, we are re-assessing our operational methods to embrace more sustainable practices. Driven by our inaugural sustainability report, this evaluation encompasses essential aspects such as accountability, feasibility, and collaboration. Such efforts not only resonate with consumers but also demonstrate a strong ethical commitment to all stakeholders. As the countdown to the end of the year continues, the private sector must continue to step up and innovate to create a lasting impact. Together, we can turn the Year of Sustainability into a decade of transformative change, and help make the UAE a shining beacon of environmental responsibility.

By Marwa Kaabour, Group Head of Marketing and Corporate Communication, Al Masaood

October 30, 2023

FROM WASTEFUL

TO SUSTAINABLE DoubleVerify’s Daniel White explains how better ad measurement can lead to a lower carbon footprint

ustainability is no longer a buzzword in today’s rapidly evolving advertising ecosystem; it is a guiding principle for marketers. Major brands are committing to progressive change across their sustainability efforts. But this begs the question of strategic implementation: where to begin? One place to start is understanding the direct relationship between advertising outputs and their carbon footprint. Emissions produced through the advertising ecosystem are influenced by a complex supply chain. When it comes to digital ads, that supply can look even more complex. Real-time bidding (RTB) is one of the dominant buying and selling modalities for digital ads. The multitude of servers that power real-time bidding consumes a significant amount of energy – as do the machine learning algorithms that support RTB and the ultimate delivery of each ad. To actively contribute in the battle against the climate crisis, brands can optimise their advertising investment by making carbon-aware decisions and ensuring better measurement. In 2022, DoubleVerify partnered with Scope3 to provide advertiser and agency customers with a comprehensive campaign-based carbon footprint metric via DV’s flagship service and analytics platform, DV Pinnacle®. Scope3 has designed and developed the system of record for mapping the end-to-end emissions of the digital advertising lifecycle, which accounts for the complete ad tech graph behind every impression they measure. This model uses a mix of open data, customer collaboration, partnerships with third-party data providers and independent research and analysis. Scope3 then categorises greenhouse gas emissions into three types or ‘Scopes’ by the Greenhouse Gas (GHG) Protocol. Scope 1 covers direct emissions from owned or controlled sources. Scope 2 covers indirect emissions. And Scope 3 includes all other indirect emissions that occur in a company’s value chain. With this metric, advertisers and agency customers receive detailed campaign-based reporting outlining the digital supply chain entities that contributed to their campaigns’ emissions. And they further receive the custom data and reporting to cover specific partners, platforms, channels, inventory, formats and regions. By providing a comprehensive and accurate view of how supply-side partners contribute to emissions,

advertisers can take action and optimise their advertising investment to make those online advertising transactions more carbon efficient. Aside from tracking carbon emissions, brands can further reduce their carbon footprint by not allocating advertising funds to low-quality placements. An ad that isn’t viewable, for example, is a wasted impression opportunity, as is a placement that is compromised by fraud. Content that does not align with a brand’s values can also result in a wasted – and even damaging – opportunity. By diverting investment away from such placements, brands can prevent media wastage and avoid the unnecessary consumption of energy that would have otherwise been expended on these ineffective advertisements. As advertisers actively engage with the topic of sustainability, it is important to remember the significance of consumer sentiment towards brands that actively demonstrate their values. In fact, DV’s Four Fundamental Shifts report shows that an overwhelming 74 per cent of consumers in the UAE agree that companies that are genuine and authentic appeal to them, surpassing the global average of 68 per cent. This underscores the crucial intersection between values-based marketing and consumer trust. It is imperative that brands authentically showcase and implement their values, particularly in the context of sustainability. Beyond optimising advertising investments, active engagement in local initiatives is important for the advertising community. DoubleVerify actively participates in the Advertising Business Group’s Sustainability Working Group, a collective effort of local and global brands and agencies committed to steering the industry towards sustainable best practices. This initiative is an integral part of ABG’s Sustainability Agenda, which strives to build a more sustainable advertising industry in the UAE. DoubleVerify’s mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. While Scope3 is the standard that delivers an accurate, comprehensive, and independent emissions model for every company in the digital ecosystem.

“IT IS IMPORTANT TO REMEMBER THE SIGNIFICANCE OF CONSUMER SENTIMENT TOWARDS BRANDS”

By Daniel White, Senior Regional Director MENAT at DoubleVerify

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October 30, 2023

Inspiring hope in sustainability communication Masdar City’s Nermeen Negm explains how its new campaign uses humour and irony to get the climate message across

iving sustainably isn’t always easy. It requires effort, As we all gear up to host COP28, we can no longer afford to understanding, and, sometimes, patience. We’ve all let sustainability take a back seat. It’s a collective been there: the paper shopping bag ripping at the responsibility to keep sustainability top of mind, and the UAE seams, awkwardly scattering your groceries to the ground. government and Masdar City are spearheading this endeavor The earnest attempt to shop organically, only to find every with a proactive approach. The spotlight is on us, urging the product meticulously wrapped in layers of plastic. The world to unite for the wellbeing of future generations. well-intentioned paper straw dissolving in your mouth as While maintaining a balanced approach, it’s vital to you strive to maintain composure in elegant company. Your underscore that the campaign does not trivialize the climate electric car, impeccably aligned with your commitment to crisis in its sense of humor. Climate change is an urgent reducing emissions, coming to a halt in a traffic jam as its global issue that demands immediate action. Masdar City battery life dwindles. was conceived to be a “green-print” for cities of the future to I have a friend who doesn’t drive and almost always opts combat climate change by fostering research and for a Tesla Uber when traveling between Dubai and Abu development, driving innovation and advancing climateDhabi for meetings to reduce his carbon emissions. Yet, tech. Our very existence is rooted in addressing this global more often than not, he is late because the driver must challenge through practical and sustainable practices. unexpectedly stop to recharge. Climate fatigue is real, and In Masdar City, we’ve created an ecosystem where the irony isn’t lost on us; it’s the essence of our latest sustainable living is not just feasible; it’s intuitive. Our city advertising campaign. stands as proof of commercially viable, seamless, Masdar City is one of the world’s most eco-conscious living—a place where sustainable urban communities and a renewable energy powers our buildings, parks world-class business and innovation hub and streets, and sustainable transportation in Abu Dhabi. Sustainability is what we do. options are abundant. Masdar City is a Living sustainably Our campaign doesn’t shy away from the champion of the UAE’s Net-Zero 2050 is an admirable reality that sustainable living can initiative with several net-zero energy sometimes be a bit inconvenient. We underway. These projects serve as journey laden with projects embrace it wholeheartedly. The allure of beacons of our commitment to achieve a our approach lies in acknowledging these net-zero future through a dedication to inconveniences challenges and celebrating those who driving meaningful change on a large scale. but an undeniably choose to tackle them. We believe that The essence of our campaign lies in humour and a touch of irony can be showcasing that sustainability can be powerful catalysts for change. That’s why acknowledged without the unpleasant (though our campaign, while optimistic and often necessary) fearmongering images while relatable, doesn’t downplay sustainability’s gravity. also not downplaying its urgency. Because hope is in our Instead, we amplify its accessibility with a friendly, DNA, and hope is optimistic and cheerful. lighthearted touch. As we stand at the cusp of this momentous Year of At its core, our campaign acknowledges a simple Sustainability and prepare to host COP28, we invite the world truth—living sustainably is an admirable journey laden with to partake in this celebration. We aim to steer our audience inconveniences but an undeniably worthwhile one, more away from bleak narratives and move towards action, easily ventured by living, working, innovating, and learning acknowledging that the journey to a sustainable world is a at Masdar City. Our city is a testament that sustainable living collective and conceivable endeavor. can indeed be accessible and practical, and made In Masdar City, sustainable living isn’t just an aspiration; remarkably more convenient if you follow our lead. it’s an everyday reality. Our campaign is an invitation for you The UAE declared 2023 the Year of Sustainability, a to join us. Together, we can move forward for the benefit of testament to its dedication to environmental stewardship. our planet and for a sustainable future. The UAE is making significant strides in embracing Oh, and by the way, if you ever find yourself on the sustainability, underlining its importance in this year highway between Abu Dhabi and Dubai in your electric dedicated to sustainable initiatives and heightened vehicle, don’t be inconvenienced; Masdar City has plenty of awareness. This year is especially significant for Masdar superchargers that can get you going in no time. City, even more so as the nation prepares to host COP28, a By Nermeen Negm, Head of Marketing and Communications, Masdar City pivotal event setting us firmly on the global stage.

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worthwhile one”

October 30, 2023

HOW EFFECTIVE MARCOM STRATEGIES SHAPE THE FUTURE, BUILD SUSTAINABLE COMMUNITIES Sharjah Sustainable City’s Carl Attalah explains the power of effective marketing and communication strategies

transformative and outcome-oriented in the history of the United Nations.

e are moving closer to 10 extraordinary days during which the entire global focus will be on the UAE.

That’s because the landmark COP28 summit, the world’s largest climate gathering, marks a defining moment for climate action with the first-ever Global Stocktake of the 2015 Paris Agreement: a critical SWOT analysis to get our planet back on track for our future generations. As the host country, the UAE has not spared any efforts to make this pivotal summit a global success, with relentless preparations ongoing to make it the most inclusive,

The COP28 summit will be the grand finale to the UAE’s Year of Sustainability and throws a spotlight on sustainable urban habitats at a time when cities around the world are bursting at the seams trying to cope with the ever-expanding urban population. Today, nearly 55 per cent of the global population lives in urban areas, which is projected to increase to 6.7 billion people or 66 per cent of the population by 2050, according to the United Nations. If we are to deal with this staggering number and mitigate the inevitable challenges of infrastructure and resources that it will bring, we need to focus urgently on the successful management of urban growth and creating a global ecosystem of sustainable cities. There is no doubt that the future of humanity is urban. But while the science of sustainable urban communities is getting abundantly clear, how we will get there is not. And that’s a brilliant opportunity to devise effective marketing and communication strategies that map the pathway and shape the narrative

around sustainable communities to drive positive change. As the United Nations has observed, if development can be seen as a fabric woven out of the activities of millions of people, communication represents the essential thread that binds them together. As communicators, it is therefore our critical responsibility to raise more awareness around sustainable development – which, despite the current wall-to-wall coverage, is still a new concept to many – cut through the confusion and misinformation, provide compelling reasons why we need to build more eco-friendly communities, and demonstrate practical ways forward to embrace a greener future. We need to do it in a way that moves our core stakeholders to action – after all, scientists have been warning us of climate change for decades and guess what happened? As the first sustainable masterplanned residential community in Sharjah, this has exactly been our endeavour at Sharjah Sustainable City: how to guide our prospective community to truly understand and experience sustainable living through an extensive catalogue of communication techniques, media campaigns and marketing activities. From the inception, we were clear about the integral role of marketing and effective communication in nurturing our community and began thinking about the impactful ways in which we could share the vision of Sharjah Sustainable City with the broader world. The aim was to create a robust exchange of ideas and raise awareness around sustainable habits

“THERE IS NO DOUBT THAT THE FUTURE OF HUMANITY IS URBAN” such as managing waste and plastic pollution, conserving energy, growing an urban farm and supporting a circular economy. Several of our campaigns leveraged the power of digital media and social media, the city’s website and custom-made apps to drive home tangible change. This ultimately helped in educating our community, including young residents, students, and other visitors, about the importance of sustainability – all that has resulted in developing a happy, eco-conscious community. For example, our eco-friendly Ramadan campaign helped reduce food waste, encouraged the spirit of sharing, and promoted mindful consumption. In essence, we took an extraordinary route and did not market real estate at Sharjah Sustainable City – we promoted and communicated about building a pioneering community that thrives on setting social, environmental and economic sustainability benchmarks. The overwhelming success of our community is thus not only a testament to effective marketing and communication strategies but also an inspiration for several more sustainable cities in the region. By CARL ATALLAH, Director of Marketing & Communications at Sharjah Sustainable City

PARTNER CONTENT

October 30, 2023

Placing sustainability at the core of airport advertising transformation S

ince its inception in 1964, JCDecaux has placed sustainability and efficiency at the heart of its business model: designing, installing and maintaining infrastructures in public spaces and transport areas supported by brand advertising. The unveiling of the group strategic 2030 ESG roadmap in 2022 and the Climate Strategy in 2023 was yet another step by the global leader in out-of-home advertising in its continued efforts to achieve a more sustainable and responsible future. JCDecaux has always acknowledged the importance of sustainable practices and has taken concrete initiatives to place sustainability at the core of their operations across the Middle East region. The company’s latest major project is to transform, in partnership with Dubai Airports, the advertising landscape of Terminal 1. The ambition is simple: enhancing the passenger journey with the transformation and/or installation of new premium communication platforms while reducing their impact on the environment.

Here are some key initiatives taken into consideration in the company’s operations but more than words and promises, JCDecaux claims deeds and evidence.

TOWARDS A MORE SUSTAINABLE USAGE OF ENERGY Powering all advertising displays with 100 per cent renewable energy sourced locally

The volume of electricity required to power all its media solutions is entirely obtained from renewable sources at Mohammed Bin Rashid Al Maktoum Solar Park in Dubai, and then transferred to grid. This approach supports the development of renewable energy sources locally and contributes in reducing the company’s carbon footprint.

Installing light-dimming technology to optimise advertising brightness

JCDecaux started upgrading its advertising lightboxes with a more sophisticated design, incorporating a programmable light-dimming technology. This technology enables precise adjustment of brightness levels, ensuring that the branding visuals are illuminated only as much as necessary. In an environment such as that of Dubai International, which operates twenty-four hours a day, seven days a week, with no possibility of switching-off the media, the company saves an equivalent of four hours per day in electricity consumption by using this

technology. It means that without affecting the quality of the display or the visibility being provided to brands, JCDecaux optimises the brightness of each of its panels, thereby achieving an additional 15 per cent reduction in electricity consumption.

Using cutting-edge LED tiles

JCDecaux consistently embraces the latest technologies to reduce their ecological impact. The sourcing of a new generation of energy-efficient LED tiles replacing the traditional gas light tubes in the airport’s lightboxes, is resulting in a significant reduction in energy consumption of approximately two times. It is important to note that these state-of-the-art LED tiles not only enhance energy efficiency, but also deliver vibrant, eye-catching displays that captivate audiences’ attention.

TOWARDS MORE ECO-FRIENDLY MATERIALS Sustainable PVC free textile fabric for reduced environmental impact

Another notable change made by JCDecaux is the transition from traditional flex to textile-based materials for their lightboxes. This switch to textile has multiple positive effects: Textile-based lightboxes have PVC-free composition. PVC is known for its detrimental environmental effects and the difficulties associated with its recycling. Textiles inherently allow more light to pass through than traditional flex materials, allowing the lightboxes to achieve the desired brightness with less power consumption. Textile-based lightboxes weigh approximately half as much as their flex counterparts, leading to a substantial reduction in their environmental impact throughout their lifecycle. Production of textile materials requires significantly fewer raw materials compared to their heavier flex alternatives, resulting in reduced environmental footprints in manufacturing and logistics.

TOWARDS MORE WASTE REDUCTION Recycling previous media asset structures for new media installations

When possible, JCDecaux adopts an eco-conscious approach by reusing the structure of prior media sites for new installations. The latest iconic digital media solution in Dubai Airport’s Terminal 1 located at the Arrivals Passport Control Area is testimony of this practice. The metallic structures supporting the previous four digital screens were reused and integrated in the new structures installed on site. JCDecaux Dubai Managing Director, Bertrand Mouraille said: ‘’We believe in the power of advertising to create a positive change. With our ESG initiatives, we aim to set new industry standards for responsible airport advertising, creating a win-win situation for our partners, clients, passengers, and the planet. At the end, we are all stakeholders of a more sustainable world’’. As ESG considerations continue to gain prominence globally, JCDecaux’s proactive stance has positioned it as a leader within the Out of Home sector. Their initiatives have been continuously recognised and appreciated by several global non-financial rating agencies such as the FTSE4Good index, Carbon Disclosure Project’s (CDP’s), Morgan Stanley Capital International (MSCI) and EcoVadis, where JCDecaux outperforms the industry average rating. In an era where brands are dedicated to pursuing and accomplishing their ESG objectives, JCDecaux has emerged as an essential media partner.

October 30, 2023

HOW EXPO CITY DUBAI IS BECOMING A CITY OF THE FUTURE Expo City Dubai’s Sholto Douglas-Home tells Campaign Middle East how it is building on an exceptional experience as it gears up to host COP28

xpo 2020 Dubai was an incredible, unforgettable experience. That emotional connection is helping drive the success of its legacy, Expo City Dubai. But ensuring the success of a six-month event and defining, positioning and launching an entirely new city are two very different propositions from a marketing perspective. At Expo 2020 Dubai, time was our biggest enemy to meeting the ambitious visitation targets. We constantly broke conventional marketing and media rules, and were never afraid to change tack in a heartbeat if our marketing performance metrics guided us to do so. In the end, we succeeded in attracting a staggering 24.1 million visits – equating to an average of more than 130,000 people every day – making Expo 2020 the biggest, most successful event since the start of the pandemic. Now, we’re moving from promoting a six-month event to building a new city and a brand to live for the next six centuries. This is another huge marketing challenge, but our city is built upon the foundations of Expo 2020 – and not only the magnificent physical architecture that remains in legacy, but also its vision and commitment to a peaceful, prosperous and sustainable future for all. This is a powerful starting point. AN EMOTIONAL CONNECTION As marketers of the unforgettable Expo 2020 Dubai, we understand the importance of positive, inclusive experiences – ones that will create enduring memories – to entice organisations, residents, students and visitors to join us as our new city grows and flourishes. This was the thinking behind our recent video showcasing Expo City Dubai’s transformation and vision for the future, in which viewers would surely recognise many of the familiar sights and sounds of Expo 2020 Dubai and feel its spirit. Our aim was to rekindle the deep emotional connection enjoyed by the millions of visitors who experienced Expo 2020. The film, which featured Her

Excellency Reem Al Hashimy, UAE Minister of State for Cooperation and CEO of Expo City Dubai Authority represented the umbilical link between the closing of Expo’s imperious portal gates in 2022 and reopening a few months later as a new city for Dubai. With just a hint of nostalgia, it looked back at the triumphs of Expo 2020, triggering happy memories and renewed affection for Expo City as we made good on our promise to meet again, and to continue working together to create a better world.

“WE WELCOME NEW PARTNERS TO A THRIVING, SUPPORTIVE ECOSYSTEM FOR BUSINESSES’”

CELEBRATING NEW ACHIEVEMENTS Showcasing who we are now, it also beautifully encapsulated our impressive accomplishments in the year since we opened. These include establishing our city as a place to live – with the announcement of new residential developments to be built by the same team that brought you Expo 2020’s stunning architecture – and a place to do business, as we welcome new partners to a thriving, supportive ecosystem for businesses and organisations from around the world.

It communicated our goal to be a blueprint for sustainable living, with care for the planet underpinning our existing operations as well as our growth aspirations. It shone a light on the incredible events and experiences that are helping build a city rich in entertainment and culture and a hub of knowledge that will inspire all ages. A further reflection of our belief in the power of positive experiences, and in tribute to how we started, Expo City offers concerts, theatrical performances, ceremonies, celebrations, business events, conferences, meetings and sports events and more, taking place at venues such as the iconic Al Wasl Plaza and many other event hubs across the city. We are cementing our position as a go-to destination for a variety of events of all sizes from local, community gatherings to major international events, none more globally significant than the COP28 climate conference, which Expo City is proud to host in November this year. CONTINUING THE LEGACY Expo City’s selection as the venue for this crucial summit is testament to our proven track record in putting on a spectacular show and our ability to host large global events, while also recognising Expo 2020’s sustainability achievements and Expo City Dubai’s ongoing ambitious decarbonisation journey. It also perfectly exemplifies our core goal to bring the world together to create positive change, to unite people of all ages and backgrounds with the purpose of creating a happier, healthier, more balanced world. Expo 2020 Dubai was a triumph – an unforgettable, celebratory experience that we, as marketers, cherish as a valuable tool in the growth of our new city. Harnessing its spirit of collaboration, friendship and optimism will drive Expo City Dubai’s success, enabling it to flourish as a model of urban sustainability committed to driving human progress. By Sholto Douglas-Home, Chief Marcomms and Sales Officer at Expo City Dubai

October 30, 2023

YOUR BRAND SUCKS* *AT LEAST 2.7 BILLION MILLENNIALS AND GEN Z THINK SO

Educating brands is the key to turning the tide on climate change, say Charney Magri and Sophie Matthews of Do Epic Good

eing a brand in today’s bustling marketplace is like trying to be the life and soul of the party in a room with Ryan Reynolds. And with everyone jumping on the ‘sustainable’ bandwagon shouting about ESG strategies and environmental initiatives, future-facing brands will be defined not by their ability to sell products, but by their capacity to inspire change. Brand equity starts with good - well at least 2.7 billion Millennials and Gen Z think so. For future shareholder value, there needs to be a future. Set to be an economic powerhouse within the next decade, Gen Z already boasts a combined spending power of over $100bn globally and three-quarters believe sustainability is more important than brand name. Additionally, 73 per cent of global consumers believe brands have a responsibility to make positive change in the world. We are at a critical point in time as ‘sustainable business’, ‘ESG’ and ‘environmental initiatives’ are no longer just buzzwords put in the same sentence. They are the backbone of modern business, the pillars that are reshaping the global economic landscape. This is about using your position of power as a force for good, it’s about genuine, authentic business leadership. In a cluttered marketplace, sustainability is innovation’s new frontier. Gaining a competitive advantage in a

world where consumers are spoilt for choice, differentiation is key and B Corp will tell you sustainable brands have a distinct advantage, growing 5x faster than their non purpose-driven friends. These brands inspire trust, loyalty and a sense of shared purpose with their customers. By embracing ESG principles, championing decarbonisation and investing in sustainable leadership training, brands are securing a competitive edge. Educating brands is the key to turning the tide on climate change - brands have a global outlook, they care about their customers, and consumers care about the planet. But you’re not going to solve sustainability or win market share by just implementing an ESG strategy, or by embracing a new green department. The leaders in green transformation which include some global brands (Unilever, Starbucks, LEGO, Patagonia, Ben & Jerry’s, Finisterre) and many startups (which have agility as their competitive edge) - embed good into their whole organisation, holistically integrating sustainability into their entire business. Recently, Apple caused quite a stir within the industry after releasing its Mother Nature campaign that saw over half a million views on day one. Using an innovation-lens (and an A-List cast) they addressed climate change, carbon neutral targets, greenwashing, accountability and transparency, with the perfect dash of

humour. Love it or hate it, this creative masterclass in corporate sustainability messaging is a welcomed step in the sustainable world which continues to showcase Apple as a global industry leader. Of course, there will always be the negativeNancys quick to pull others down, but to release a campaign when you’re not 100 per cent sustainable takes bravery. Most brands are green hushing, totally crippled by saying anything for fear of greenwashing but we know that sustainability is a journey - and we all have to start somewhere. It’s time for brand leaders to lead the charge on change and not be crippled by fear of being called out. Investing in sustainability isn’t just about being socially responsible—it’s about securing the future success of your brand and unlocking future growth. Sustainable brands are better positioned to adapt to changing consumer choices, environmental demands, market dynamics, corporate governance and legislation. Almost twothirds of global executives admit to greenwashing, and greenwashing fines in the EU can now hit 10 per cent of business turnover. How soon will these numbers become a precedent for the UAE considering The Year of Sustainability in 2023 and COP28 in the region at the end of November? The next era will be defined by a brand’s ability to create a purpose-driven strategy and design, to educate, embrace and champion sustainable leadership training; and the capacity to deliver a positive impact for your consumers. By future-proofing your

“THIS IS ABOUT USING YOUR POSITION OF POWER AS A FORCE FOR GOOD” brand, you not only create brand loyalty from customers, employees and investors, you also future-proof your own career. Chief Sustainability Officers now make up 28 per cent of global executives, and according to the LinkedIn Global Green Skills Report in 2022, green jobs are outstripping green talent demand in 2023. As brand leaders, let’s use creativity to lead the charge on change and pivot from promoting consumption, to championing positive change. With an estimated $1 trillion for brands that make their sustainability credentials clear - be more Ryan Reynolds, and seize the day. By Charney Magri and Sophie Matthews of Do Epic Good

October 30, 2023

nvironment, social and governance (next-generation CSR/corporate social responsibility, if you will) has exploded in importance in recent years, and a more aware generation moving into management and increasing their spending power. Have you heard about the 10-year-old boy who wrote to Betty Crocker to ask why the baking giant’s package instructions and advertising only addressed women? The 100-year-old brand took the young chef’s message to heart, changing its marketing, packaging and thinking to be more inclusive. It repackaged 20+ million products with gender-neutral instructions and more inclusive artwork and changed its tactical advertising to actively target men and engage male brand ambassadors. One year on, more than 70 per cent of its customers said the kitchen is for everyone, a sea change from previous attitudes. This isn’t an Upworthy story or one from the archives of American/European advertising. It happened here in the UAE in 2021 with a GroupM client. To this day, Betty Crocker Arabia’s instructions include gender-neutral pronouns in every Arabic dialect across 19 countries. It has made its inclusive, researched language available to all brands – including competitors – to use, to help further shift the needle on cultural mindsets. BEYOND GREEN TO ESG To meet the demands of a generation that wants brands that align with their personal beliefs, we must first understand that sustainability is multi-dimensional. Environmental, social, and governance (ESG) principles include everything, from gender equality to low-impact packaging to community development and are a good place to start. At GroupM and WPP, we are committed to multiple ESG metrics from workplace diversity and gender equity to emissions mitigation. WPP has committed to reaching net-zero emissions across its direct operations by 2030 – including the media buys we make for our clients, which account for half of its total emissions. It’s a sizeable task that requires sizeable change at every level of our operations. While it may not be as visible as improving diversity in advertising or as easily understood as replacing plastic straws and bags, this is an area where significant impact can be made. It is undoubtedly a harder road to plough, but those are often the roads that separate leaders from followers. A CATALYST FOR CHANGE At GroupM, we are responsible for more than $60 billion in annual media investment, as measured by the research bureau COMvergence. As the world’s largest media buyer, we have a tremendous responsibility to advance media decarbonisation efforts and reduce carbon emissions.

Our GroupM decarbonisation programme, a global framework for media decarbonisation, does exactly that. It launched an industry-leading carbon calculator that can be used from the planning phase of the media supply chain to influence spending towards lowercarbon environments, allowing us to reduce carbon emissions per media impression by 50 per cent by 2030. Over the next 3-5 years, we plan to move our media investment to publishers and platforms that decarbonise. It is this kind of cascading change that leads to lasting transformation: If we want to truly make a difference, our action must be collective. We also want to help clients embed these changes into their practice, to improve their triple bottom line, and so we share steps brands can take immediately to implement as part of their sustainability journey. The truth is we can deliver great creative and overall performance while improving our ESG performance. We can minimise our environmental impact while improving our campaign performance – all with the same media budget. HERE TO STAY There is no doubt that these changes are here to stay; the upcoming COP28 in the UAE and the embedding of sustainability in Saudi Arabia’s Vision 2030 are indicative. It all underlines one certainty: Sustainability isn’t just a corporate buzzword but a fundamental business principle that drives long-term viability, consumer and investor preference, competitive advantage and innovation, cost savings and efficiencies, and brand value. We cannot afford to delay taking meaningful action. Alongside this urgency, however, there is tremendous hope. Hope that MENA brands, guided by ESG principles, can thrive in this dynamic landscape. Hope that the region’s emerging leadership will champion sustainability as the core of their business strategies. Hope that consumers will continue to reward authenticity and purpose-driven brands. To realise this hope and address the urgency, agencies and brands must work hand in hand to prioritise sustainability initiatives and drive this conversation to the top of their agendas. Together, we can amplify the message of ESG, educating and inspiring not just consumers but industries and governments. Sustainability is not just an opportunity for MENA brands; it is a moral imperative and strategic necessity. It is the path to a better, more equitable and prosperous future. Every small step counts. The time to act is now, and the possibilities for a brighter tomorrow are limitless. By Tonia Eid, Senior Manager at Wavemaker

DELIVER GREAT CREATIVE PERFORMANCE WHILE IMPROVING YOUR ESG Sustainability is a great opportunity for MENA brands to build new and better growth paths, writes Wavemaker’s Tonia Eid

October 30, 2023

Beverley D’Cruz

General Manager, Pizza Hut, Middle East and Pakistan

Most brands do not have the brand recall it would need to not have a logo on the outdoor. Brand recall and visual identity take a long time to build. It happens with consistency, outdoor presence and investment in brand building. Well-known brands with strong recognition may occasionally experiment with logo-free advertising, relying on visual cues or distinctive elements associated with their brands to engage the audience. These visual cues however have been built over a period. Visual cues are a colour for example…red shouts Coca Cola and purple Cadbury. Other visual cues can be symbols such as the iconic swoosh for Nike or brand ambassadors/characters but each of these is built over time.

Viral Patel

Head of Digital, Stellantis Middle East and Africa

YES

Indeed, having no logos or visible branding can prove to be more effective in outdoor media, depending on the brand’s ultimate goal. This minimalist approach allows the message to take centre stage without distractions, facilitating quick comprehension, especially in high-speed environments with its uncluttered visuals. I believe it also generates a sense of curiosity, prompting viewers to seek additional information, potentially boosting engagement. Having said this, the effectiveness of this strategy leans significantly on a brand’s recognition, as visible branding may still be necessary in some instances to convey vital information and establish brand recall. In summary, while logos and branding have their roles, established brands strategically embracing minimalism in outdoor advertising can undoubtedly enhance message clarity and effectiveness.

October 30, 2023

Henrietta Shakespeare

Executive Growth & Operations Director, Viola Outdoor

MAYBE

No-logo creative is not a new trend, but it is the privilege of a very few. That’s not to say that brands can’t be subtle and playful in the use of their logos, but ultimately this only really works if there’s already strong brand recognition and fidelity. It’s an approach that needs to be earned, that’s clear when you see this tactic mainly being used by brands that have been advertising for decades. After all, consumers must guess the brand based on obvious and yet not-so-obvious brand cues. Fundamentally, it lies in the confidence of the brand and what success means for an experimental approach like this.

Anne Tulloch

Group Marketing Communications Director, Alshaya

YES

For brands to cut through in a very cluttered advertising market and effectively connect with their consumer the ‘sticky assets’ of a brand are incredibly important. Sticky assets are those traits that are synonymous with the brand – of course, this can be the logo, but also shapes, colours and sounds are part of the experience that all enable a consumer to link the communication with the specific brand. For some brands the sticky assets are so strong that indeed the actual brand logo is not always necessarily which we have seen recently in the OOH advertising on SZR Dubai. However, the use of a brand’s sticky assets to link the brand and consumer is not limited to one specific media channel such as OOH – the principle can be applied across any relevant media channel that connects the brand with the consumer.

Vidya Manmohan

Founder and CCO, V4Good

Adam Taylor

Especially for well-established brands. In a world of clutter, where brands are trying to cramp in as much as they can to justify the investment put into outdoor media; when brands decide to say nothing, it definitely stands out. The LEGO bridge on Sheikh Zayed Road was a classic example of how a brand could make people curious and talk when they were not bombarded with too many messages. As they say, simplicity is complicated. But when you have iconic brand assets and great clients to back you, sometimes that’s all you need to become the talk of the town.

MAYBE

YES

Director of Marketing, IFZA

Ahmed Emam

Chief Sales Officer, BackLite Media

In general, it is crucial to have your logo and brand displayed in Out of Home (OOH) formats. OOH serves as the ultimate brand builder, so why compromise its impact by removing your branding? Only when your brand recall is at its peak should you consider removing your branding, a move that can enhance focus and engagement, and reinforce your brand. Renowned brands like McDonald’s and LEGO occasionally conceal their logos, relying on creative content when their brand recall is strong, engaging customers in a mental game. However, in most cases, they prominently display their logos, like the iconic “M” arch currently gracing Sheikh Zayed Road, establishing a landmark. There is no one-size-fits-all approach, so let’s assume your brand awareness is at its peak.

In outdoor media, the effectiveness of having no logos or visible branding largely depends on the context and objectives. Minimalist advertisements can create intrigue and provoke curiosity, however for smaller brands they may not always convey crucial information or build brand recognition. Established brands with a strong brand affinity, like McDonald’s, can experiment with this approach, leveraging the curiosity of their audience. Even when the brand expression is fragmented, the audience can still recognise the identity. Remember, the choice between visible branding and minimalism should align with campaign goals, target audience, and the desired emotional response – balancing recognition with engagement and storytelling.

October 30, 2023

Colman Sheil

Chief Creative Officer, Liquid

YES

But first, ask yourself…is your brand known by everyone? Is your brand loved by many? Is its personality, purpose and attitude well understood? Do you own unique, recognisable design assets? Are these assets iconic enough to withstand partial and unlabelled presentation? Are you 100 per cent sure your campaign could not be mistaken for another brand? Despite this, are you comfortable knowing that some people may not understand your campaign? Is your brand fearless? Is your agency just as fearless? If all of the above are answered with yes, then go for it. Otherwise, you may want to consider keeping your logo on there.

Anton Jeya

Graphic Designer – OOH, AKQA MENA

Reem Monged Afifi

Head of Creative & Design, Tim Hortons Middle East

MAYBE

In specific scenarios, a “brand-less” approach can yield remarkable results by aligning campaign objectives, audience targeting, and the creative power behind your ideas. Even established brands with deep pockets should assess risks before embracing a bold, and potentially viral strategy. Effectiveness can be measured through brand trackers and pre- and post-research, confirming its ability to spark curiosity, expand reach, convey creativity, and evoke a strong enough sense of immersive experience that leads to trial if not conversion. This approach excels in guerrilla marketing or mysterious product launches, serving as an enticing teaser. Finally, perhaps it’s not so much about the presence or absence of a logo but also the breathtaking power of the medium itself, hoardings on SZR are one of a kind, and along with other ‘towering’ outdoor options in Dubai, creating ads with stopping power and high levels of engagement and sharing is becoming more and more commonplace.

YES

OOH media without logos feels like an interesting puzzle waiting to be solved. The LEGO and Mcdonald’s billboards invite us to find meaning, and make it a refreshing change that escapes category norms of over explaining what to feel and think. They give a sense of accomplishment to those who figure it out, similar to when you notice the meanings behind logos like FedEx, Amazon, Tostitos, etc. While I loved the subtlety of Mcdonald's, I think the LEGO billboard might’ve needed an open-ended nudge to communicate its connection to Ramadan. Regardless, to be able to pull a minimal billboard is an achievement of global brand efforts and kudos to the regional creative team for being able to push it internally as well.

Leandra Meintjes

Chief Marketing Officer, PROVEN 360

YES

Times are certainly changing, and we marketers must adapt or risk falling by the wayside. We’re witnessing a shift from excessive branding to a more minimalist era. Gone are the days of oversized logos plastered on shirts, belts, bags and the colossal billboards dominating highways. Today, marketing exudes elegance. It’s no surprise that even the highway giants have followed the wisdom of their brand gurus. Logo-less luxury is gaining momentum. According to The Future Party, sales of products with conspicuous logos have dropped by 43 per cent this year. As a result, top-tier fashion labels have increased their investments in brands like LVMH, including Loro Piana, and Kering Bottega Veneta, both renowned for their subtle logos. The key? Curiosity and charm. It is all about finding that equilibrium. Take a lesson from our red carpet ensembles: sometimes, less truly is more. It’s about finding your brand’s unique rhythm and basking in the spotlight.

Michele Deiuliis

Associate Creative Director, Havas Creative Middle East

YES

In a landscape saturated with brand messages, outdoor advertising is truly a breath of fresh air. It urges brands to strip to the basics, revealing their essence. When outdoor embraces minimalism, it creates authentic, memorable connections, akin to a heart-to-heart with the audience without flashy distractions. This magic rides on unique creative insights, with distinct attention-grabbing strategies. The win is when people remember the brand, fostering community. It’s the role of social behaviour in driving brand recall. This minimalist approach transforms branding into a silent yet potent representative of the brand’s ethos, affirming that in branding, less indeed speaks volumes.

October 30, 2023

EMPOWERING WOMEN

AND YOUNG TALENT IN SAUDI

ARABIA’S CREATIVE INDUSTRY The Athar - Saudi Festival of Creativity is shaping up to become a landmark event in KSA, writes Campaign Middle East Editor Justin Harper

new women’s empowerment programme called Maheerah will be unveiled at Athar - Saudi Festival of Creativity, which takes place from 13 to 16 November. The Athar Festival of Creativity will be the largest gathering of the creative marketing industry in the Kingdom and features an impressive array of speakers, panel discussions and events. The Maheerah Women’s Empowerment Programme is an acceleration initiative designed for women looking for career advancement within Saudi Arabia’s marketing communications industry. The programme is a joint initiative from Athar Festival and Publicis Groupe. Maheerah aims to bring participants into the industry’s spotlight at a time when more women than ever are rising to prominent roles in the Kingdom’s workforce. Geared towards women with mid to senior-level expertise in the industry, the programme offers 10 participants a series of tailored coaching sessions, individualised workshops, mentoring by esteemed industry leaders from around the world and exclusive networking opportunities. In addition to full festival access, participants will also be invited to attend the Athar Industry Awards. AMBASSADOR ROLE The official ambassador of Maheerah is Alaa Khushaim, Director of Marketing and Communications at McDonald’s KSA - West & South. She will play a pivotal role throughout every stage of the programme from participant shortlisting and selection to providing guidance and inspiration to the attendees.

Excited about the opportunity, and the impact it will have on the careers of the participants, Khushaim said: “When I was first approached about Maheerah, I saw a chance to be a part of an initiative that will leave a mark on the professional lives of 10 young women in Saudi Arabia and enable and inspire them with the right knowledge and skills to achieve remarkable things in our industry. I look forward to not only sharing my own experiences and expertise but also to learning from them.” Ian Fairservice, Chairman of Athar Festival and Managing Partner & Group Editor-in-Chief of Motivate Media Group, said: “We are truly delighted to bring this initiative to Athar Festival. There is a wealth of female talent in the Kingdom, and this programme offers a unique opportunity to create a supportive network of empowered women who can achieve their full potential and pass on their knowledge to others.” Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey added: “Talent will always be the most important asset that this industry will have. As a talent-first organisation, Publicis Groupe Middle East believes in investing in and empowering the future generation of leaders, so when we heard of the Maheerah Programme, we knew it was something we needed to support. The communications industry is going through an exciting transformation within the Kingdom, and we are committed to progressing the careers of women within the field.” The inaugural edition of Athar - Saudi Festival of Creativity is co-organised by Motivate Media Group and TRACCS, and will take place from 13 to 16 November at the Crowne Plaza Riyadh RDC. The festival celebrates creativity, culture, talent and innovation. “Creativity is crucial for shaping the future of content solutions that our audiences connect and engage with,” said Ahmed Al Sahhaf, CEO of MBC Media Solutions, a co-partner. ENTREPRENEURIAL ECOSYSTEM Among the big names will be H.H. Princess Loulwa Al Saud, who will be a speaker at Athar. The princess founded

H.H. Princess Loulwa Al Saud

fashion boutique consultancy +966 last year, which celebrates Saudi culture and heritage through fashion and accessories. The company is named +966 after the country code for Saudi Arabia. Princess Loulwa also champions the Kingdom’s entrepreneurial ecosystem in her role as CEO of RiseUp Saudi. She said: “I’m proud to be part of the Athar creative festival celebrating Saudi Arabia’s developing creative space whether in marketing, advertising, film or other creative disciplines. Saudi Arabia’s creative industry today sets the stage for unprecedented opportunities not just locally but for the entire region.” Currently, Athar has more than 110 speakers and moderators confirmed for the creativity festival. Along with human involvement, there will also be an AI robot taking part in a panel on AI and

October 30, 2023

technology. The robot called FIRE has been created by creative agency The Hanging House, and its involvement represents a first for the region. “FIRE has a unique personality shaped by the best features from various technologies. It actively engages in discussions, offering opinions, insights, and innovative ideas to enrich collaboration and enhance the creative landscape in the industry,” said Anam Ahmad, Founder and Chief Creative Officer at The Hanging House. YOUNG TALENT The Athar festival will include Young Talent Academies, which will take place over three days during the event in Riyadh. These are a set of six academies designed for young professionals and students to explore creative marketing topics from innovation, branding & design, planning, social communications, PR and copywriting. The different academies will each be led by an industry expert. They are designed to support professionals and students under the age of 30 in the creative and the marketing industry. Each academy offers a unique opportunity to learn about a specific field in the creative marketing industry, build lasting social capital and the chance to get showcased at the Athar awards night that celebrates Saudi creativity. Coach and consultant Will Awdry will lead the copywriting academy, and has previously worked with Bartle Bogle Hegarty, Ogilvy & Mather and Doyle Dane Bernbach. He’s been awarded at D&AD, Cannes and the One Show. The innovation academy will be led by Think Digital First’s CEO Warren Knight. He’s dedicated over 15 years to advance the understanding of how technology drives business success: how it allows them to build a more sustainable organisation and digital footprint, ensuring a brand is fit for the future. The programme will take place from Monday, 13 November to Wednesday, 15 November. It will begin with keynotes and workshops on the first day, and end

“SAUDI ARABIA’S CREATIVE INDUSTRY TODAY SETS THE STAGE FOR UNPRECEDENTED OPPORTUNITIES NOT JUST LOCALLY BUT FOR THE ENTIRE REGION” H.H PRINCESS LOULWA AL SAUD

with Hackathon presentations and winner announcements on the final day. The academy participants will be able to access the Athar festival and winning teams of the academies will receive an invitation to the Athar industry awards on 16 November. The academies will be conducted in partnership with Saudi Ad School and Getty Images. AWARDS CEREMONY The Athar festival will also include an awards ceremony and gala dinner to celebrate the best creative works of the Kingdom. The Athar Legacy Awards of the Decade, verified by Cannes Lions and Dubai Lynx, will be awarded based on the achievements and performances shown by leading brands and agencies over the last decade. The Legacy Awards will be presented to media network, brand, agency and network of the decade. The Special Awards category, awarded at the discretion of the organisers, will recognise outstanding individuals,

Alaa Khushaim, Director of Marketing and Communications at McDonald’s KSA - West & South

market leaders, disruptors and other stellar organisations who have positively contributed to the advancement of the local creative industry. The Special Awards will be presented in the categories of empowerment, marketer, disruptor, excellence and game-changer. The shortlist for the Athar awards will be announced on 2 November and can be seen on the Athar website. The awards gala dinner is set to be attended by a wide variety of representatives from all sectors of the creative communications landscape including creative, media and communications agencies, event agencies, advertisers, media houses, brands, platforms, government agencies, publishers, tech platforms, young talent and start-ups. The award ceremony will also celebrate outstanding participants from this year’s Athar Young Talent Academies.

October 30, 2023

hether you’re a brand that operates within the realms of D2C, marketplace, Q-Commerce or any other type of commerce, you must first meticulously secure the integrity of your operational foundation. Globally, e-commerce is expected to deliver 19.5 per cent of all sales in 2023 and is expected to account for 23 per cent of all sales by 2027. Within MENA, the e-commerce market is expected to grow to $57bn by 2026. START BY ANALYSING AND OPTIMISING YOUR OWNED ASSETS With 64 per cent of searches now starting within retail environments instead of on Google, it’s clear that in today’s world, the digital shelf serves as the primary and most common initial touchpoint for consumers. Just as you wouldn’t open a brick-and-mortar store if it was still under construction or if you hadn’t meticulously crafted your visual merchandising to captivate customers, the same level of care and preparation should be applied to your digital assets. Consumers often show a willingness to pay more for a superior shopping experience and, unsurprisingly, underwhelming shopping experiences can lead to missed sales opportunities. This is why I advise my clients to deliver the best consumer and brand experience at the destination, before investing substantial amounts in media or paid traffic. I’m also fully aware of the pressures for brand and e-com managers to drive sales, and it’s true that in many cases, media investment is essential for achieving that goal. PPC campaigns on Amazon are also one of key components to improving your organic visibility. This is one area where VMLY&R steps in to work hand-in-hand with brands to strategically enhance creativity and organic growth without compromising any sales momentum. CREATIVITY MATTERS Your online brand stores and product detail pages (PDPs) stand as the most vital owned assets in your arsenal. You must seize the opportunity to distinguish your brand from competitors, effectively communicate your value proposition or USPs to consumers, and, perhaps most crucially, do so with creativity. Creativity is the most powerful factor that helps brands stand out from the shelf. It beats media and even price in leaving a lasting impact. Hopefully we can all agree that the content we publish is of paramount importance for winning over consumers. It is equally important when it comes to conquering search, and winning in search is not easy. 60 per cent of product clicks go to the first three results in Amazon Search.

INVEST WISELY:

THE NON-MEDIA ESSENTIALS FOR E-COMMERCE SUCCESS VMLY&R’s Toseef Butt highlights the areas that brands and agencies need to focus on to pave the way for success

If we take Amazon as an example, the digital shelf typically features only 8-15 products on desktop (depending on the size of your screen), and up to two products on mobile devices, above the fold. Now if 60 per cent of product clicks go to the first three results, what do you think that means for products listed below the fold or on page 2 and beyond? It’s vital to conduct audits and pinpoint areas for enhancement on both the front and back ends of your listings and product detail pages. These areas can include elements such as titles, descriptions, product availability and pricing. We guide our brand partners in comprehending the significance of each of these variables and work together to build roadmaps for achieving success on platforms like Amazon, focusing on creativity, technical excellence and operational efficiency. Amazon is arguably the most sophisticated retailer within the EMEA region. Achieving success on this e-commerce giant is not just a standalone achievement. Think of it this way - when you excel on Amazon, you’re not just winning on one platform; you’re gaining

the knowledge and skills to thrive on many others. Once you’ve got Amazon figured, it becomes your blueprint for excelling across the wider landscape. ENHANCING STRATEGIES Across the industry, there will always be opportunities for retailers to enhance their strategies, particularly within the Middle East and Africa. We frequently encounter: Inefficient media buying models such as ‘cost-per-week’ Limited creative flexibility A lack of transparency when it comes to ad-delivery or sales attribution Limited targeting capabilities At VMLY&R, we collaborate closely with brands and retailers to craft engaging experiences for consumers. My personal passion lies in achieving this, with a particular emphasis on leveraging data and precise measurement. As we traverse the landscape of digital retail, let’s remember that having equal focus on non-media essentials serves as our guiding compass. We must embrace the opportunity to refine our strategies and deliver captivating consumer experiences. While the road may pose challenges, it’s also teeming with untapped potential and we must continue to navigate, adapt and thrive in this ever-evolving industry, harmonising the creativity that sets us apart with the precision that data provides. By Toseef Butt, Regional Commerce Director & Head of CaaS at VLMY&R

PARTNER CONTENT

October 30 2023

From Amazon to Noon: Leveraging MENA’s Marketplaces for Business Growth

ith over 21.3 million monthly visitors during Q1 2023, Amazon.ae is definitly shaping the e-commerce scene like never before! In fact, Amazon stands as the undisputed #1 marketplace in the UAE, with Noon ranking #2. Meanwhile, in KSA, Noon scores #1 and Amazon holds a strong #2 position. With e-commerce penetration rising fast and still low compared to Western markets, it’s a golden opportunity for brands to stake their claim on Amazon – a seat at the table that’s too valuable to overlook. We observe a significant trend where brands, even if they prefer not to sell on Amazon, often find their products listed there by licensed distributors or unofficial resellers, which results in a lack of control over their brand image and reputation, posing potential harm. Hence, it’s crucial for brands to have their official storefronts on marketplaces.

Beyond traffic and visibility, why should brands opt for Marketplaces? Selling on Amazon or Noon guarantees that the entire supply chain, from storage, and shipping to post-purchase support, is expertly managed. In an era where consumers demand swift deliveries, their efficient logistics network ensures timely order fulfillment. Amazon has expanded its storage capacity by a staggering 70% this year, opening a new warehouse in March. They now have 16 sites in KSA, 11 in Egypt, and 8 in the UAE. This investment demonstrates their commitment to providing the best service to both sellers and customers in MENA.

How should you proceed? Embracing these e-commerce giants does come with challenges: Noon for example requires manual and sophisticated handling and optimizing your presence on Amazon requires time, tools, and knowledge that when done right has a dramatic impact on your results. Acquisit offers deep knowledge of how to optimize a brand’s presence on both platforms: •

•

Amazon vs. Noon: Choosing the Ideal Platform for Your Business In the Middle East, Noon and Amazon are clear market leaders. Amazon particularly shines in areas like electronics, when Noon leads in food & pantry products. However, don’t overlook listing your products on Noon; having a presence on both marketplaces not only amplifies your visibility on search engines—taking up twice the real estate on results pages—but also strengthens your brand’s credibility and legitimacy. Nonetheless, businesses should strategize differently for each platform, factoring in considerations like pricing and product choices for each marketplace’s audience. by Whitney Lupter Marketplace Lead at Acquisit

•

With a dedicated team acting as an extension of your team, we ensure seamless operations and growth. We use advanced tools that might be financially daunting for brands to get on their own and give you an unfair advantage on your competitors. We even developed proprietary tech solutions to strategically integrate your presence on Noon and Amazon (automated price synchronization, “omnichannel” dashboards, etc.) to empower brands and maximize their revenues and ROI on these marketplaces.

In today’s business landscape, marketplaces are the beating heart of commerce. However, navigating these platforms requires more than just dipping your toes in; it demands professional guidance to harness its full potential. And there’s no better time to dive in than now, as Q4 is teeming with events that can supercharge your conversion rates and sales.

October 30, 2023

n a world where commerce has become the lifeblood of every brand, we’re living in an era where reaching consumers directly is not just important; it’s crucial. We’ve transitioned into a customer-driven market and the winners in this new era will be those who can break down the barriers between customers and their products, making commerce accessible wherever they are and whenever they desire. The key to achieving this is adopting a total commerce approach, integrating it into every facet of our organisations, from strategy to technology, and from branding to operations. Total commerce is both an

aspiration and a framework, offering a way to bolster a brand’s commerce capabilities across various fronts, regardless of industry vertical. It’s about transforming every part of your business, from media and creativity to CRM and supply chain management, into a commerce powerhouse. The goal is to make your products and services effortlessly ‘shoppable’ in any context, minimising the friction buyers encounter along their journey. But here’s the universal challenge we all face – the competition for a scarce currency: customers’ attention. Nowadays, customers aren’t just shopping when they visit a store; they’re always shopping. From web and mobile to social media,

voice assistants, virtual reality, and even interactive physical stores, the channels for brand-customer interaction are multiplying exponentially, and the trend is accelerating. WHAT’S HAPPENING IN THE GCC? Cross-border shopping: Consumers are increasingly exploring international online retailers for a wider range of products, better prices and unique items. Marketplace growth: E-commerce marketplaces in the GCC are expanding rapidly, giving consumers a wider selection while enabling small and medium-sized brands to reach larger audiences. Mobile shopping apps: These are the preferred choice, offering personalised recommendations, discounts and convenient payment options. Retailers are responding by improving the user experience of their apps.

THE PATH TO TOTAL COMMERCE Dentsu MENA’s Bassam Daher explains the benefits of a total commerce approach

OPPORTUNITIES FOR RETAILERS Omnichannel retailing: When your audiences are visiting a beautifully designed look book, or reading content on a blog, or taking part in an interactive journey you built to attract them, you want them to be able to purchase your products or services from within the experience, without having to be redirected to a separate shopping environment because that may alienate them. Localised and platform first content: In this diverse region, personalised marketing is crucial. Tailor your campaigns to match the unique preferences of each country’s consumers. Create rich content libraries to deliver dynamic shopping experiences on both web and mobile interfaces. Customer experience enhancement: In the convenience economy, customers buy based on experiences. A poor experience not only keeps customers away but also discourages others with bad reviews. Data analytics: There’s no such thing as too

much information about your customers but handling a lot of it can be challenging. Integrating your CRM system with your online shopping platform is crucial to ensure your commerce data feeds into the bigger picture. THE RISE AND POWER OF RETAIL MEDIA Retail media is gaining traction for three key reasons: Personalisation: Consumers receive personalised offerings, find what they want and often get enhanced discounts and offers. Brands’ objectives: Brands are keen on improving their market share, ROI and personalisation efforts. Retailers’ revenue streams: Retailers are exploring new revenue streams. Retail media is a win-win for everyone retailers, brands and consumers. By leveraging it, brands can grow their e-commerce market share, build deeper relationships with online marketplaces, and harness the power of precision targeting, optimising media effectiveness, measuring success and gaining shopper insights. But, it’s not without its challenges: Ownership within organisations: Many are restructuring to better manage retail media landscape Budget allocation: Onsite digital retail media budgets often come from in-store media budgets, while offsite digital budgets are drawn from digital media budgets. Varied maturity: Retail media is evolving at different speeds across markets. Nascent practices and processes: Developing new ways of working is essential, including measurement and framework development. Dentsu Shop: Empowering retailers for success. The challenges and opportunities presented by the evolving e-commerce landscape require specific retail media capabilities. Our recently launched retail practice, Dentsu Shop, provides a comprehensive suite of services and capabilities across experience, media, content and data. Our solution is designed to empower retailers with a comprehensive toolkit to thrive in the ever-evolving retail media landscape. This extends to the domains of retail operations, analytical data and insights, audience management and content creation. Taking commerce beyond the store and evolving it from a transactional moment into a relationship requires injecting an understanding of human motivations, needs and action into every aspect of how a brand expresses its differentiation, how it generates interest, how it operates its business and how it enables customer experiences through people and technology. As e-commerce continues to redefine the retail landscape, retailers need to stand ready to unlock their full potential and drive success in the digital age. By Bassam Daher, Business Director at Dentsu MENA

PARTNER CONTENT

October 30, 2023

Experiential e-commerce in MENA:

A new definition

Keyade’s Laura Gleadhill highlights a need to refocus and do less, better

n the ever-evolving realm of e-commerce, the MENA region is undergoing a remarkable transformation. Projections indicate that the GCC region is on track to achieve a staggering $50 billion in e-commerce sales by 2025. The concept of experiential commerce has gained significant attention within the retail industry. It involves enhancing the customer’s shopping experience by providing unique and engaging interactions. Nevertheless, in the age of rapidly evolving technology and shifting consumer behaviour, it is pertinent to redefine experiential e-commerce to give it a more comprehensive meaning.

REDEFINING EXPERIENTIAL E-COMMERCE

Experiential commerce traditionally referred to the creation of immersive in-store experiences for customers. However, in today’s context, experiential commerce encompasses the entire spectrum of a consumer’s shopping journey. It extends beyond flashy websites to include the user interface, personalised recommendations, the checkout process, and post-purchase interactions. The e-commerce landscape is rapidly evolving, characterised by technological advancements, personalisation, AR, VR, alternative payment methods, subscription models, various delivery options. In this dynamic environment, brands and agencies often struggle to determine where to focus their efforts. The competition is fierce, with brands advertising and selling across multiple platforms, including offline, web, apps, social commerce, e-retailers, messaging apps, phone call orders, influencer marketing, and even virtual influencers.

UNDERSTANDING THE CONSUMER REVOLUTION

To excel in this market, it’s crucial to comprehend the driving force behind the evolution of this industry: the consumer. Consumer behaviour has undergone a significant transformation. Loyalty is harder to secure, and today’s customers demand speed and seamlessness. In fact, 72 per cent of GCC customers express loyalty to brands, but a matching 69 per cent of customers are open to buying products regardless of the brand. Purchase journeys are no longer linear but instead resemble intricate mazes.

THE COST OF MISTAKES

The most essential step in formulating a successful e-commerce strategy is doing less but doing it better. Consider a scenario where a customer has multiple payment options at their disposal, including cash on delivery, credit card, Apple Pay, buy-now-pay-later services and installment plans. Providing an array of options can make the customer happy and satisfied. But, if none of these payment methods function correctly, the customer’s satisfaction quickly turns

into frustration. Then there’s a high chance that the customer will seek another retailer, potentially one that provides a seamless payment option. Losing a customer due to a poor payment experience not only results in lost sales but also has a more significant impact. The cost of acquiring a new customer is typically much higher than retaining an existing one. When a dissatisfied customer turns to a competitor, that competitor gains a foothold in their CRM (Customer Relationship Management) system, allowing them to retarget the customer with enticing monthly offers. Winning back such a customer becomes an expensive endeavour. Therefore, the emphasis must be on doing things right, rather than attempting to do everything, and our customer satisfaction must be front of mind.

EMBRACING CUSTOMER EXPERIENCE

Consumer behaviour is complex, but consumer satisfaction is significantly less complicated. All companies must ensure they have an open feedback loop with their customers, whether through customer service or reviews. The first crucial step in understanding your consumer is being able to hear their feedback and use it to make changes. The second, more challenging step to success is really understanding your customers and potential customers. Using welldesigned testing frameworks and strong customer data infrastructures, brands can identify key answers: why are, or aren’t, customers shopping with them? What are their customers buying? And how? With these answers, the overall framework for redefining your focus emerges. So I encourage you to embrace experiential e-commerce in the MENA region as an ever-evolving journey, encompassing the entirety of a consumer’s shopping experience. To thrive in this dynamic landscape, brands must first ensure they use their customer feedback, second correctly gather, manipulate, and analyse customer data, and thirdly, use this to formulate an e-commerce transformation strategy, where they focus on one thing, and do it correctly. Brands must look past their desire for hyper-growth, and focus on hyper-experiences, where consumers are cared for and nurtured by a brand through every touchpoint available. By striking a balance between customer acquisition and retention, integrating data-driven decisions, and maintaining a customer-centric approach, businesses can navigate the burgeoning MENA e-commerce market with confidence. As the market grows, those who invest in delivering exceptional experiences are poised to capitalise on the vast potential this evolving industry offers.

By Laura Gleadhill, Head of Performance at Keyade

October 30, 2023

RAPID CHANGES IN SHOPPERS’ EXPECTATIONS There’s a retail renaissance being led by a young generation, writes Snap’s Farimah Moeini

he Gulf’s retail landscape is entering a significant inflection point as brands prepare for this fall’s shopping season. Perhaps the most transformational shift this year is in consumer purchasing behaviour, influenced more than ever by a young, digital-savvy generation. Gen Zs and Millennials now make up two-thirds of the population in countries like the UAE and KSA, commanding a spending power of over AED 350 billion and SAR 1 trillion, respectively. Naturally, brands are keen to capitalise on this spending potential. But it’s not just the size of this audience that is significant. Nor is it enough to just know whether they are purchasing in-store or online. This shopping season, successful brands must understand how this audience is influenced across the consumer purchase journey through a combination of digital innovations and real relationships. Let’s take a look at the first part of this equation, digital innovation. Younger shoppers, specifically Gen Zs, are now leading the way in leveraging mobile tools to make their shopping experience more convenient, connected and customised. It is why omnichannel remains the favoured way to buy. In the past three years, studies have pointed to e-commerce growing faster in the MENA region than anywhere else in the world, with 91 per cent of people saying that they regularly shopped online last year. That said, this generation still values brick-and-mortar stores as destinations for shared experiences. In such spaces, it’s all about blending tactile engagement with the benefits of modern tech, pursuing a more personalised and efficient shopping journey. This comes as no surprise when considering that 89 per cent of shoppers in the GCC have been found to use mobile-enabled tools while shopping. In particular, mobile-enabled augmented reality (AR) has now emerged as a game-changer for interactive and immersive shopping. A recent study commissioned by Snap Inc. revealed that in Saudi Arabia alone, 90 per cent of

shoppers expressed an interest in AR lenses for in-store use. Meanwhile, more than 80 per cent of those in the MENA region say they are interested in using AR to interact with a product before buying it. POWER OF CLOSE CONNECTIONS The second imperative for brands in reaching today’s tech-savvy generation comes down to real relationships. In this region, friends and family have always held significant sway over our purchasing decisions. In markets like KSA, for example, we’ve seen amongst Snapchat’s more than 22 million monthly active users that consumers continue to rely on their trusted inner circle for decision-making. Today, 8 in 10 shoppers

‘‘REAL-TIME, UNFILTERED CONTENT FOSTERS A SENSE OF AUTHENTICITY THAT IS HIGHLY APPEALING”

in KSA say personal recommendations are as, or more important, to their decision making compared to three years ago. A staggering 91 per cent also believe family and friends to be the most trustworthy source of information. In fact, shoppers in KSA are nearly 8 times more likely to consider their close friends and family as their single most influential source in purchase decisions compared to influencers and celebrities. This path to decision making has only been elevated by consumers’ access to technology. Shopping conversations with our closest friends are now most likely to be happening online and on social media. This should factor into a brand’s strategy for where and how to show up in the shopping season. For example, digital platforms that foster close, real relationships create an environment where people are more likely to share what’s on their minds. They are in turn more likely to influence their circle of trust through what they are sharing. When people build their online worlds around their closest friends and family, they also feel happier. In that environment, you’re more likely to trust what you see and to pay attention to what you see. As it turns out, this mindset has a halo effect for brands. The inclusion of real-time, unfiltered content fosters a sense of authenticity that is highly appealing to users. We’ve found through various studies that an environment built on real friends makes people more likely to pay attention to a brand’s message, recall the message and act on it in response. Brands that leverage this environment effectively can thus build genuine connections with their audience. Brands would do well to remember that success in this year’s shopping season is about more than just offering the best deals. There’s a retail renaissance being led by a young generation that is both tech-savvy and values authenticity. Digital advances in areas like AR offer ways to create more interactive and personalised experiences. When those are presented on platforms that foster close connections relationships, brands can find that most elusive of feats – real influence. By Farimah Moeini, Head of Industry - Retail and e-Commerce at Snap Inc. in MENA

October 30, 2023

CREATING MINI BRAND EXPERIENCES It’s all about getting people to actually stop and read, says Atomic Digital Design’s Vishal Badiani

assive leaps have been made in recent years with Out of Home media. Today, OOH and DOOH in particular are more dynamic and efficient than they have ever been, especially in markets like the UAE and Saudi Arabia where they are very common in malls and public transport. The effectiveness, especially across MENA, has often been assumed or anecdotal but it is now proven thanks to driving key metrics, from footfall through to brand image. The popularity of OOH in the region is remarkable. It accounts for 20 per cent of media investment in MENA (versus only 4-5 per cent in the US). DOOH opens up

‘‘MARKETERS SHOULD BE TURNING MORE TO MENA AS A SOURCE OF INSPIRATION”

new creative opportunities, but more importantly, it’s powering much more sophisticated targeting and effectiveness tracking. Thanks to investments across the region, but particularly in KSA, it’s expected to generate over $600m in media bookings in 2028 (from $288m in 2023). “The level of creativity that’s coming out of MENA DOOH, particularly creativity that embraces new technologies, can be overlooked. Marketers should be turning more to MENA as a source of inspiration to push the boundaries of digital Out of Home,” said Mo Moubayed, co-founder of Veridooh, an ad tech company that verifies the performance of DOOH campaigns. However, the creative challenge of developing a placement that really plays with its context and encourages people to actually stop and read (and so, remember), remains pretty much unsolved. A few brands have leaned into technology to turn these placements into mini brand experiences; most notably, in this region, Adidas. ADIDAS LIQUID BILLBOARD When you know women feel uncomfortable swimming in public, why not create the world’s first swimmable billboard to launch your new range of modest swimwear? I love this idea. I don’t think many women took them up on the offer, but it is both

provocative and playful, which is very much on-brand for Adidas. ADIDAS I’M POSSIBLE I like this one even better. Adidas encouraged women to share snaps of themselves working out, and then showcased these everyday heroes as awe-inspiring athletes across their digital OOH spots. I’ve also never seen Adidas play with its logo like this before, which was refreshing. However, I’m left with a nagging feeling. It’s clever, striking and awardworthy, but is the introduction of innovation adding much value to the people who saw it? Can’t we use the technology at our disposal today to get beyond novelty and newness? Below are a few examples of work where I think a more meaningful layer of technology has been added to an OOH placement: RED BULL: PROMOTE A LIVE EVENT At the iconic Citadium in Paris, Red Bull promoted the 20th annual BC One, the hypes-breaking competition. And where better than the iconic Roland Garros for the world’s best B-Boys and B-Girls to face off? By scanning the poster, fans were treated to an exclusive AR dance by local favourite and breakdancing legend, Lilou. This was then extended to the event itself, where we developed an AR Mirror so people could have a short virtual break lesson with their hero, and learn a few of his killer moves. ELEMENTAL: PLAY WITH THE CHARACTERS Disney is a brand leaning into technology to really evoke emotions, for new fans and old. From the guest experience at the parks, through to its film launches, it is leading the way. Disney knows people love its content; but it also knows people today are demanding more; more than beautifully polished video content, to be viewed passively. It is empowering fans to bend, flex and break the screen behind which Disney’s magical worlds and characters currently sit, so they can come alive in people’s hands. When Disney recently launched Elemental, it wanted the film poster to be memorable; we created an AR experience that allowed people to play with the characters, including Ember, and give movie-goers a sneak peek of what the movie had in store. So let’s challenge what’s possible creatively; the tech exists and people are ready to lean in when we can deliver a real value exchange. It could be as simple as an offer, free gift, behind-the-scenes clip, opportunity to take a selfie with their hero or a gamified experience. It can shift with the time of day, weather or location of the placement. The opportunity to add a meaningful and valuable digital layer to your Out of Home media placements has never been bigger or easier. By Vishal Badiani, General Manager, Atomic Digital Design

October 30, 2023

e are fans of events. We have been making them for almost twenty years, studying them, writing books about them, experimenting, making mistakes and experimenting again. Not so long ago, the Eventum Premo agency opened an office in Dubai. We believe that the event was and will be the culmination of many business processes - the launch of a new product, the launch of a new strategy and the launch of a new cycle in companies. Every year we analyse presentations with trends in marketing, communications and culture and try to apply them to the event market. We also analyse changes in our work and in customer requests. Here are the global

meet in person. It’s going to be fast developing a category of events - internal events to emotionally connect members of a group with each other. DEMAND FOR JOY In many areas we can see a demand for joy: design, music, colours, dressing, decorations etc. We would like to pick up two examples. It’s about wearing anything that makes you happy, that changes your mood – with a colourful, provocative theme. It’s about anticipating a special occasion and enjoying the process of preparing for it. What about events? Costume parties or a bright dress code. IMMERSIVE EXPERIENCE Immersion events are a trend that is still

HYPERLOCALITY The more globalisation gains momentum, the more we begin to appreciate what can only be found in this place, appreciate limited editions, appreciate the style and spirit of this place. This trend began in the luxury goods category - a request for uniqueness, for history, for connection with a place. A request that the product not only has the right characteristics, but also carries with it history. Now we see it in different spheres and categories. We use local design, sounds and cultural elements to organise events and creative concepts. Can we use national visual elements of the place where the event takes place with the design of our event? Will this add depth to our concept?

WHAT’S NEW IN EVENT MARKETING?

Many exciting new things are beginning to emerge in this space, explains Eventum Premo Dubai’s Alexey Berlov Will we have anything to tell the guests besides just business information? EVERYTHING SHOULD HAVE ITS OWN AUTHOR The value lies in the uniqueness, in the fact that it cannot be repeated. Authorship is manifested in various elements of the event or company – ‘X did it’. That is, not just the design of the event, but the design developed by those artists. Not just a soundtrack for the opening, but a musical composition written by the composer. Investment in most events is not big enough to ask Hans Zimmer for example to write the music for you (as BMW did for its cars). But it is quite possible to make an author’s design or an author’s merchandise. And it also adds depth to the project, and you have something to tell the participants.

‘‘WE WILL BE PART OF THIS ACTION, NOT JUST PASSIVE SPECTATORS’’ event marketing trends we have discovered this year. NUMBER OF FACE-TO-FACE EVENTS IS RISING We would describe this year as 3G: Go Physical (means offline meetings), Go Wild (means unexpected destinations), and Go Touch (means sensual experiences as opposed to virtual ones). Virtual fatigue encourages us to meet colleagues and clients in person. That’s why the number of offline events is rising and will continue to rise. A dispersed workforce has many advantages, but also we understand that sometimes we have to

gaining momentum, both offline and hybrid. Digital installations and digital experiences can bring new scenarios of immersion in physical activities. The emergence of a large number of digital immersive spaces around the world and the request for interactivity are all elements of a new experience. We want and appreciate immersion and involvement, and we will be part of this action, not just passive spectators. The combination of theatrical elements and digital solutions opens up new spaces for creative concepts. It’s up to the courage of the brands to go there.

A NEW COLLABORATION FORMAT Neural networks create new opportunities for an author’s creativity by automating what can be automated. Neural networks expand creative possibilities by eliminating technical limitations. Probably this trend applies a little more to the work of agencies - we have begun to actively use neural networks to design presentations, to create draft versions of visuals and so on. By Alexey Berlov, Partner at Eventum Premo Dubai

October 30, 2023

Messaging that focuses on the ‘why’ speaks directly to customers says TishTash’s Natasha Hatherall-Shawe

ow do you show clients, customers, employees and stakeholders that your business ‘mission statement’ isn’t just words, but truly stands for something, and really, does it matter? Yes, it does matter, but it’s definitely time to define what it really means. Globally, the P word - Purpose - is integral to how a brand acts in public, and we are talking about the bottom line as much as the shop floor. It feels inauthentic and out of character when a brand acts or comments politically. Brands try and fail to align with causes on a level that faces immediate backlash from customers and commentators alike. It can make or break campaigns, stall sales or set you back years in terms of brand goodwill. Many brands sit on the fence when it comes to values or ignore them full stop. It’s not about acting against them, many will not even have a clearly defined set of brand values to work with at all, but by ignoring the P word entirely - are regional brands doing themselves a disservice? If they are, can we actually define what purpose-led PR means for this region? Define ‘purpose’ we must, because the message is clear - purpose-led communications and campaigns are here to stay. Global brands are leaving the lure of short-term profit on the table and making huge decisions on market-entry or even pulling out of particular territories - guided by a corporate moral compass we would never have seen even five years ago. How can purpose fit into your public perception when political or social leanings are not and will never be a part of that mission statement? By defining what that ‘purpose’ truly is for your communications then you can positively affect the bottom

‘‘WE HAVE TO STOP DANCING AROUND FASHIONABLE CLICHES AND PROVE OURSELVES WITH PURPOSE’’ line and visibility, coupled with priceless goodwill. When a brand is not guided purely by revenue, this tends to pay long-term dividends, and we are getting there, albeit slowly. Messaging that focuses on the ‘why’ speaks directly to customers in a market where consumers absolutely do buy what a brand stands for as much as what they are selling. You don’t need to be an MNC to define that purpose and create that strategy. When true company values and campaigning is clearly defined, you do not need buzzwords or PR ‘fluff’. Speaking to the best of human values - the ‘hearts of your audience’

IT’S TIME TO DEFINE

‘PURPOSE’ IN BRAND PR

works not only for public perception but also within. Your staff care too, and you should care about them. Honesty, integrity and authenticity is key to marketing through a generational shift. Underpinning our work with concrete company values and purpose has the potential to drive better revenue performances in the short, medium and long term. There is a strong economic incentive at play here, and this is why we have to stop dancing around fashionable cliches and prove ourselves with purpose. I can’t tell you what your brand or business purpose should be. It might be around ESG goals, but it should not be just because the COP28 conference on climate change is coming to the UAE this year. Diversity, Equity and Inclusion are more popular words this year, but once again, any claim on purpose and values must extend beyond a hastily-posted social media image on International Women’s Day. Bandwagoning is boring and Gen Z and Millennial consumers especially see straight through it. Short-sighted comms thinking is endemic regionally and at best ignored, and at worst, creates the wrong kind of publicity and reputational damage. We are not going to see local brands or businesses campaigning on divisive

issues anytime soon, but this does not mean we cannot create clearer, purpose-driven comms for longevity and alongside grassroot causes that matter to our customers. Both newsrooms and consumers are increasingly motivated to support work that shows an ethical stance or pure-minded support for community issues or needs. Using brand voice as a force for good should not be a scary proposition for the C-Suite, nor should it be a pure marketing tactic or a seasonal planning tactic. I’m tired of reading brand statements that read like a word salad, and your customers and employees certainly are, although they are probably not reading them at all. Creativity and purpose go hand in hand. Knowing what it is that your target demographic resonates with on a social and cultural level is the first step to true understanding, and if a repositioning is needed, then so be it. Follow them - after all, it is them who will create your reputation for you, but by defining what it is you actually stand for and utilising suitable PR, you can make sure you tell them first. By Natasha Hatherall-Shawe, CEO and Founder of TishTash Communications

October 30, 2023

ikTok is captivating millions and transforming the way Saudis connect, create and promote businesses. The digital phenomenon has taken the realm of shortform video by storm, creating viral sensations and reshaping the social media in Saudi Arabia. TikTok started gaining significant popularity in the region around 2019, and it comes as no surprise that Saudi Arabia, a nation renowned for its tech-savvy population, has embraced the platform with unparalleled fervour. In fact, Saudi Arabia claims the crown as the global leader in TikTok penetration, with a staggering 88 per cent of the population using it. With an ad reach rate surpassing expectations at 110 per cent, TikTok’s allure captivates not only individuals but also those with multiple accounts.

By Alia Ali, Account Director at Hashtag Social Media Agency

Diving deeper into the app, it shows a fascinating gender dynamic, with 38 per cent of ad viewers being women and 62 per cent being men. POWER OF COMMUNITY What truly sets TikTok apart is the power of community. In the diverse and connected society of Saudi Arabia, a strong feeling of unity and togetherness spreads, igniting a contagious enthusiasm for shared experiences. Users can share their favourite videos with friends and family, nurturing a cultural phenomenon that transcends borders. It is within this fertile ground that Saudi Arabia’s TikTok revolution thrives, weaving bonds and fostering connections that transcend the virtual realm. Saudi businesses have harnessed the app’s unique format and vast user base to forge a new path for brand promotion. Gone are the days of relying solely on traditional platforms like Instagram and Snapchat. Recognising the immense potential of TikTok as an advertising platform, Saudi brands have ventured into uncharted marketing territories. With the power to reach millions of eager eyes, businesses have wholeheartedly embraced TikTok as their primary channel for brand promotion. BRAND EXPERIENCES The app’s advertising formats, ranging from sponsored challenges to influencer partnerships and native advertisements, offer a diverse array of possibilities. By joining forces with popular TikTok creators, brands unlock a gateway to exponential growth, tapping into vast networks of followers and creating unforgettable brand experiences. This innovative approach allows businesses to forge authentic connections with their target audience, painting vivid strokes of inspiration and weaving unforgettable memories.

Saudi focus

Saudi Arabia’s TikTok sensation and the booming business behind it

Hashtag’s Alia Ali believes the platform has ushered in a ground-breaking era of interconnectedness, collaborative potential and growth

Shgardi – a Saudi-based personalised on-demand delivery app – decided in 2021 to join TikTok and test its advertising solutions. Soon after, it created a TikTok profile and engaged the community with various ad creative and organic content. More than 13,000 people followed the account on TikTok in a short amount of time—with thousands of engagements generated. A plan was also developed to collaborate with Saudi-based TikTok content creators to enable Shgardi to communicate their brand message in a fun and creative way. They contacted several creators and briefed them on ideas to promote Shgardi’s app utilising various unique selling points they offer. Two days into launching the iOS14+ dedicated campaign with the new content, cost per install dropped by 30 per cent compared to the branded content used in a previous campaign. To improve the results even further, Shgardi looked into implementing best practices such as including more than one creative in a single ad group and refreshing the creatives every 7-10 days or when the CTR starts to decrease. And to do that, Shgardi decided to reach out to more creators, and worked together on developing new engaging TikTok videos for the campaign. Working with content creators on TikTok to promote the content, Shgardi managed to drive 25,000+ app installs during the campaign period with a 75 per cent lower CPI vs. other digital platforms, according to the brand’s internal metrics. CATALYST FOR CREATIVITY TikTok has become a catalyst for creativity within the fabric of Saudi workplaces, unlocking the hidden talents and ideas of employees to showcase their skills, share their expertise, and unleash their imagination. Smart companies understand the power of TikTok as a conduit for innovation, encouraging their workforce to explore new horizons and contribute to a vibrant work atmosphere. From quick tutorials to behind-the-scenes glimpses and awe-inspiring projects, TikTok empowers individuals to become architects of their own narratives, painting a portrait of creativity that breathes life into the corporate realm. By sharing the magic behind their curtains, organisations reveal their true colours, attracting top talent, nurturing unwavering loyalty and etching their names in the annals of excellence. As TikTok continues to evolve, it will undoubtedly play an increasingly significant role in Saudi Arabia’s business landscape, transforming the way brands connect with consumers - and sparking a new era of creative marketing.

October 30, 2023

ailure is more common than we think. Early on, we learn about how business empires fall and how major brands exit the market. Toys R Us, Blockbuster, Nokia, Yahoo, and many others were driven out. These brands failed to reinvent their purpose, and their marketing tactics couldn’t adapt to the changing consumer behaviour and market dynamics. In our time, market failure is becoming a norm rather than an exception. And knowing when to act takes courage. But are we here to talk about failure or success? It is by learning that failure and success are two sides of the same coin that

about brands through digital platforms rather than a physical encounter. Consumer behaviour in the GCC, especially among youth, is even more pronounced. In Saudi Arabia, the largest economy of the GCC, only 28 per cent of youth aged (16-24) stated that they are loyal to brands compared to a global average of 44 per cent (Global Web Index). This shift in consumer attitude compels us to think about one critical question: “How does the future of the business look like in a world that has evolved to become entirely digital, content driven and personal at the same time?” To be able to visualise, companies must let go of legacy business models and create a mindset of always thinking of what’s even beyond the foreseeable future. What brought success last year could bring failure this year. The agility to initiate a seamless

By Mazen Mitri, Chief Growth Officer, Webedia Arabia

Saudi focus

From change-makers to game-breakers Webedia Arabia’s Mazen Mitri talks about the urgency of changing the marketing mindset and hunting new talents in the GCC

one makes a step forward towards a mindset that is geared towards success: asking the most difficult questions and looking at failure in the eye rather than looking away. The pandemic accelerated the inevitable human progression hence digitalisation and AI-powered solutions. It changed how we operate at all levels, from transactional relationships to office space. According to the World Bank, two-thirds of adults worldwide can now make or receive a digital payment, and this is largely attributed to reforms and action adopted during the pandemic. Various studies are also showing that brand loyalty is on the decline since the pandemic. Last year, S&P Global Mobility loyalty data showed that brand loyalty in the vehicle industry dropped to an eightyear low. This is partially related to the fact that consumers are now getting to know

transformation requires disruption at many levels. This can be initiated by one person, a ‘change champion’. This person should be entrusted and empowered to challenge the comfort zone and drive the rise of talented risk-takers within the business. Those who succeed in endorsing this change seem to have one thing in common: they put the evolving needs of customers at the core of value-creation to drive growth, and they recognise talent. And Saudi Arabia has highly skilled human resources that can drive positive change. The 2022 IMD World Talent Ranking (WTR) shows at a time where France has ranked 23rd, UK 28th and New Zealand 31st, the UAE ranked 21st (advancing two ranks from 2021) and Saudi Arabia made the largest leaps by advancing 8 ranks up to 30th. Of course, this transformation cannot happen overnight. It is a journey. But in

today’s world, organisations should not be focused merely on bottom lines. Instead, they should realign objectives and focus on how businesses can create value for their customers in a world that is entirely digital and where technology is no longer an option and lastly where insightful and relevant content is critical. The equation is simple; creating value for customers will create value for the organisation. It should be quite predictable by now that go-to-market strategies should transform. Marketing remains at the core of any business transformation. The fundamentals will always be the same, but the approach is different. Most of the companies are wasting huge marketing budgets, using the typical go to market approach, with the ‘hope’ to capture a decent market share. Previously, that approach was centred around creating a funny or emotional story delivered to the consumers through the craft of advertising. This no longer works. Creativity and storytelling are not enough; although important, they need to be powered by the relevant and insightful data that allows for personalised content. And this cannot happen without talking to the audiences and engaging with them regularly. Audiences, data, content creation and technology are at the core of it all. In the face of such changing market dynamics, it is crucial for businesses to understand ‘why’ their business might fail and ‘how’ to undergo transformative changes. For this to happen, finding the right change champion, even if from outside the comfort zone, is crucial. So, ask yourself, is your business ready for tomorrow?

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October 30, 2023

THIS MONTH’S SOCIAL MEDIA UPDATES

Generative AI and paid features have taken center stage as social media giants continue to integrate them into their ecosystems. Here's a glimpse of the key news that shaped the social media landscape this month.

FACEBOOK Introduces a “Sends” metric for posts The new metric will be positioned alongside "Shares" and will indicate the number of times the post has been forwarded to various users. Enables users to create multiple personal profiles The new feature allows users to create multiple personal profiles with each having a unique feed, making it easier to separate between their professional and personal lives.

META Explores “Meta Verified for Businesses” The company is expanding its Meta Verified program to businesses on Facebook and Instagram, with WhatsApp coming at a later stage. Businesses can select a $21.99 per month subscription for a Facebook page or Instagram account, or a $34.99 per month package for both platforms. Develops its own LLM system The tech giant is developing a Large Language Model (LLM) named "Code Llama" that is set to not only compete with OpenAI's GPT-4 model but will also be accessible to the public as an open-source resource.

X (TWITTER) Tests three tiers of its Premium service To generate additional revenue, X is planning to introduce three tiers of its Premium service: Basic, Standard, & Plus, each featuring different pricing options and level of ad exposure. Introduces government ID-based verification Designed for Premium subscribers, its primary purpose is to thwart impersonation & offer advantages like 'priority support.' The process involves verifying your ID (or equivalent document) and taking a confirming selfie.

YOUTUBE

TIKTOK

Launches “YouTube Create” Much like TikTok's CapCut, YouTube's Create is a standalone app designed to simplify video production with editing tools and an extensive library of filters, effects, and audio. Unveils “Dream Screen” It is an innovative experimental feature that can craft AI-generated videos or image backgrounds for Shorts based on simple text prompts.

LINKEDIN Introduces “Accelerate” It is an AI-powered tool that can fully handle the LinkedIn ad campaign creation process for you. All you need to do is provide the product's URL, and it will seamlessly handle the rest, from crafting creatives to fine-tuning audience targeting for optimal results. Announces new Generative AI (GAI) elements The platform is introducing two new GAI features, AI-assisted search and Account IQ, within its Sales Navigator. They are designed to help sellers hone in on the right leads more efficiently.

SNAPCHAT Partners with Microsoft on “Sponsored Links” Snap has teamed up with Microsoft to introduce "Sponsored Links" within its chatbot, My AI. This will enable advertisers to engage with users within contextually relevant conversations using Microsoft Advertising's Ads for Chat API. Shuts down ARES Due to increased expenses and shift in its priorities, Snap has decided to shut down its Augmented Reality Services for Business (ARES) platform less than six months after launch.

Launches “Creative Assistant” It is a new AI-powered tool designed to assist marketers in creating their TikTok advertising campaigns. It offers guidance in various aspects, such as crafting ad scripts, and links them to relevant resources within TikTok’s Creative Center. Tests an ad-free subscription tier This option will let users enjoy an ad-free experience on the platform for $4.99 per month. However, it only covers ads served by TikTok, and not influencer marketing campaigns or one-offs.

INSTAGRAM Adds “Following” filter in the Reels tab This will allow users to opt for viewing only the latest videos from the accounts they follow, rather than the current feed that displays a mix of posts from followed accounts and recommended clips. Debuts new group interaction options Instagram is rolling out a new option that enables users to share a Story with multiple group lists at once, as opposed to public posting. Brought to you in collaboration with

October 30, 2023

MATTER OF FACT News, views & trends from across the spectrum

TARIQ AL SHARABI

NAVIGATING THE EVOLVING MEDIA MATRIX

Here is an inconvenient truth: the media landscape is experiencing unprecedented yet eye-opening polarisation. Edelman's 2023 Barometer report further consolidates this notion, revealing a decline in public trust towards key media networks worldwide: while the Trust Index remains stable, more individuals have grown distrustful of NGOs, businesses, and the media. In the digital space, distinguishing fact from fiction has become a nuanced task; interestingly, everyday individuals are beginning to rise to prominence, highlighting a paradoxical turnaround of trust placement wherein the public is starting to lean more towards independent personas. Managing Director of Cicero & Bernay A Communication Partner

So, what went wrong with traditional news sources? Why do we, PR veterans and advocates, spend our days and deliverables catering to visibility on these channels when we can, just as easily, nurture news ambassadors and deter the spread of misinformation that we have seen of late? Is it more risky or rewarding to shift away from established broadcast corporations and news networks in favour of conveying truths through unbiased channels regarded for their credibility and lack of bias?

47%

33%

Global trust in traditional journalist coverage

Audiences willing to engage with individuals with differentiating viewpoints

24%

48%

Individuals aged 18-24 who seek news from official digital sources

People preferential towards news coverage by personalities rather than official sources

Source: Edelman | Reuters Institute

GAME CHANGER

BREAKING THE NET

#NOT

Grounded News

Bassem’s Piersing Interview

Brands, please.

‘Ground News’ is making waves online. Designed for a polarised world, this platform helps users discern narratives, differentiate facts from opinions, and gain insight into the fragmented media world. Spearheaded by a team unaffiliated with any existing news group, its mission is to provide balanced news consumption, all the while leveraging AI to categorise data.

Piers Morgan's conversation with Bassem Youssef is now a communications masterclass. Within 30 minutes, Youssef brilliantly articulated current political scenarios in a globally resonant manner. This interview skyrocketed to Morgan's most-watched, boasting 18 million views within five days. One can only imagine what the promised round 2 of this historic interview will bring.

With many brands jumping upon the most lucrative bandwagon as a result of the current geopolitical scenario, many are coming off as either disingenuous or overarchingly offensive. Brands should veer away from taking such stances, and instead, continue to prioritise delivering their core products instead of leveraging situations to fit narratives beyond their service offerings. Customers are not engaging with them for their politics, and if the alternative is true, this target demographic is often short lived, as seen by the countless examples throughout history.

October 30 2023

PROVOCATIONS

Tahaab Rais THE ‘C’ WORD Tahaab Rais is the Chief Strategy Officer at Publicis Groupe, MENAT

‘Culture.’ This topic is being discussed in every company now more than ever. Why? Because a company’s ‘culture’ is proven to be a significant performance and reputational factor. We’ve seen that with sports teams. Teams with great cultures win more and are loved more than teams with divided or absent cultures. So, here are positive provocations and ideas, based on personal insights on building better cultures – within teams themselves or within companies - that might help.

Define the North Star and what will get you there

Idea: The Culture Belief Develop co-creation workshops to define, or redefine, the agency’s culture for these testing times. The participants? A cross-section of people across departments and disciplines (including finance, admin and even reception), experience levels, genders, nationalities and backgrounds. Make sure the goal is to identify the most compelling culture statement co-created by the people who work in the company. And then, help them define a range of activities and ideas to bring that culture to life. When launching it, help them launch it. Make them the spokespeople. After all, don’t we tell most CMOs that a brand’s strongest allies are its consumers and fans?

Give more than you take

“Help them define a range of activities and ideas to bring that culture to life”

Idea: The Personal Time Timesheet Make sure people know there’s a time they need to keep for themselves. In such times, ensuring people work during humane working hours and have downtime and weekends to themselves is key. Whether they choose to invest that personal time in honing their skills, investing more in their professional lives, doing something they love with people they love, or simply watching Netflix and chilling, is up to them. They come back happier, they’re fresher, and they contribute better. It’s up to us, as leaders, to manage expectations, not send emails on Friday evenings or late at night (unless it’s really an emergency, which does not happen every day) and not break what can bloom.

From ‘Where’s Wally?’ to ‘How’s Wally?’

Idea: Personal Status Checks Every team should not just do work status checks or traffic sit-downs, but also personal status checks and people sit-

downs. Employees’ emotional well-being should be a focus area for companies, especially in tough times, in how they help those who struggle with mental wellbeing to come and talk freely, and not worry about how they’ll be perceived. High EQ is needed when it comes to tackling this sensitive but very, very, very important topic.

Inspire people to do something new

Idea: Places to Grow Offices of the future need to become places of collaboration – where teams can get together to brainstorm ideas; places of wellbeing – where people can come to relax and destress; and, very importantly in my book, places of innovation and experimentation. Our schools and universities had laboratories, where we experimented; libraries, where we studied and learnt; cafes, where we chilled out. For instance, how many companies in our industry have areas dedicated to interacting with emerging technology? Not many, right? So, with less people needing to be in the office, it’d be great to see these spaces emerging. That might just, in turn, encourage more quality visits and time spent at the office.

Building a collective vs creating competition.

Idea: Good News Gatherings Companies must create more, regular monthly team gatherings - in person. Share the work done by all teams. Celebrating and cheering each team while crediting the individuals is key. Showing their work is recognised makes teams and people feel special. And have fun afterwards.

Do something good for others.

Idea: The Solidarity Chain Find a cause that the company’s people believe they must support. And get people (everyone) as part of that cause. It can be inequality, economic disparity, mental wellbeing, anything. Look at the UN SDGs as an inspiration. Let’s not do CSR ideas for our brands and awards only. Let’s do CSR as people and as a company too. In the year ahead, what matters is that while we focus on bottom-lines as an industry, we also remember that people don’t just want to work for a company that they love or are excited about. They also want to work for a company that loves them and excites them. In doing the above, we should be able to do a little bit of that.

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi:Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Junior Web Reporter Ishwari Khatu Junior Reporter Sonia Majumder Editorial Intern Sarah Qaddumi DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

October 30, 2023

Use the QR code to view this work on Campaign’s website.

Pizza Hut… “How many Pizza Hut regulars are also gaming enthusiasts?”(FC)

Babyshop… “This isn’t just branded content, it’s authentic character.” (MK)

Use the QR code to view this work on Campaign’s website.

LG Electronics… “Charming blend of humour and heart.” (FC)

Use the QR code to view this work on Campaign’s website.

Marketing Mania... “Roll-out of this new positioning is far from evident.” (MK)

Adelco… “Hyper-relevant, engaging, and memorable. 10/10” (MK)

October 30, 2023

Private View FABIO CAVEIRA

MIKE KHOURI

Independent/Freelance Creative

CEO, Tactical

Title: Fun 4 All Agency: Publicis Middle East

PIZZA HUT: FUN 4 ALL (1) Though gaming isn’t my thing, this campaign genuinely intrigued me. It makes you wonder, how many Pizza Hut regulars are also gaming enthusiasts? For brands venturing into new territories like gaming, a major trend now, it’s commendable. It’s essential to grasp the nuances of this community. Maybe teaming up with gaming influencers in the future could further strengthen their ties. Because, let’s face it, while creativity turns heads, it’s that authentic connection that wins hearts.

PIZZA HUT: FUN 4 ALL (1) I like that Pizza Hut is bold enough to meet its audience at a key moment, on a platform that has strong engagement across the region. Roblox is borderless, has a high dwelltime among teens, and if done right, can build fandoms beyond an isolated campaign moment. But community buy-in will make or break that momentum.

Title: Frequencies of Peace Agency: Fp7 McCann PR: Markettiers4dc

BABYSHOP: FREQUENCIES OF PEACE (2) Now this one’s deep. Partnering with UNHCR, they’re harnessing the power of music to help kids in conflict zones. Campaigns that focus on significant causes, like the Babyshop initiative, are powerful and watching brands take steps towards such positive change is truly heartening. LG ELECTRONICS: LIFE’S GOOD WHEN YOU GET MORE LOVE (3) This web series is a charming blend of humour and heart, showcasing families and their interactions with LG products. With an overarching “Life is Good” vibe, it’s the kind of content that feels universal. Who doesn’t love a good chuckle? MARKETING MANIA: BRAND REDESIGN (4) Their transition to a vibrant palette and dynamic 3D typography is a nod to the ever-evolving, energetic domain of marketing and tech. The redesign brings the pulse of the modern marketing landscape – vivacious, fresh and forward-thinking. ADELCO: HATOOLA ACDELCO (5) This absolutely tops my list. With a catchy blend of language, tonality, and the unmistakable vibes of rap and hip-hop music, it doesn’t just reach local audiences — it embraces them. Sure, it might not be breaking entirely new ground, but it beautifully underscores that innovation isn’t always about reinventing the wheel. Sometimes, it’s about truly understanding, valuing and serving your core audience.

BABYSHOP: FREQUENCIES OF PEACE (2) This campaign supports Babyshop’s clear point of view every child deserves the best start in life. Connecting with its community of partners and contributors to serve this cause on-the ground, with those it impacts, feels genuine. This isn’t just branded content, it’s authentic character. Following up with more initiatives like this will have a lasting impact, beyond this campaign moment. LG ELECTRONICS: LIFE’S GOOD WHEN YOU GET MORE LOVE (3) We’re seeing a lot of campaigns lean into a relatable real-life angle to build trust and authenticity with their customers. LG has done this in a regional context, however with the Arab world being wide and diverse, there is an opportunity to drive hyper-local relevance with an even more nuanced approach.

Pizza Hut

Babyshop

LG Electronics

Title: Life’s Good When You Get More Love Agency: HS Ad MEA Planning Director: SeokHyung Moon Creative Director: Uni Lee Production House: Montage TV Production

Marketing Mania Title: Brand Redesign Agency: R/GA

MARKETING MANIA: BRAND REDESIGN (4) The objective of this rebrand is clearly to represent the order and agility that Marketing Mania brings to the chaos of today’s marketing environment. The idea works, but the roll-out of this new positioning is far from evident. ADELCO: HATOOLA ACDELCO (5) Culture changes context. By tapping into cultural insights around musical trends and linguistic nuances, ACDelco was able to contextualise its products for regional audiences in a way that was hyper-relevant, engaging and memorable. 10/10.

Adelco

Title: Hatoola Acdelco Agency: Havas Middle East Production house: Film House

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October 30, 2023

Appointments DAN CLAYS, chief executive of Omnicom Media Group UK, has been promoted to chief executive EMEA of OMG. In the new role, Clays will oversee strategy, operations and the development and adoption of transformative capabilities to support OMG agencies. These include OMD, PHD, Hearts & Science and the data and analytics division, Annalect. Clays succeeds Guy Marks, who has been named chief executive of PHD Worldwide. He will be based in London, reporting to OMG global chief executive Florian Adamski. Memac Ogilvy has also appointed GHASSAN MARAQA as MENA CEO. Maraqa has been responsible for Memac Ogilvy for two decades as its regional COO and CFO. The agency has also appointed JON MARCHANT as MENA Group President. Marchant joins the agency after a six-year journey as MD for FP7 McCann Dubai, Momentum and Craft MENA. Marchant will bring his track record in creative ideas, client partnerships and

WE HAVE YOU COVERED

agency growth, both internationally and in the region to Memac Ogilvy. In addition, STEVE DE LANGE has been appointed as its new Executive Creative Director. De Lange has spent 15 years of his career in the region, working at renowned agencies and winning countless global awards. He has collaborated with some of the largest domestic and international companies, including Saudi Tourism Authority, Unilever, Spotify and Coca-Cola. He joins the agency as the company continues its leadership transition, working under newly appointed MENA CEO, Ghassan Maraqa, who will be joined by MENA Group President, Jon Marchant. Publicis Groupe Middle East has appointed RAMEZ ZEINEDDINE as CEO of Starcom Middle East. In his new role, Zeineddine will spearhead the next chapter of transformative growth and innovation for Starcom ME. He will oversee the management and business operations of the media agency across the region, with a focus on driving sustainable growth for clients at scale. Impact BBDO has appointed GHASSAN KASSABJI as CEO.

CampaignME.com/jobs

Kassabji has extensive experience in the region, 15 years of which are with Omnicom agencies. He joined Impact BBDO in 2022 as Chief Growth Officer for MENA and in his new role will continue to oversee growth for the region, while spearheading the UAE business. The agency has also appointed JAD EL RABAHI as Managing Director. El Rabahi, who has been with BBDO since 2009, has most recently been serving as General Manager of the Dubai agency, leading a large portfolio spread over diverse industries including retail, technology and government. In his 14 year tenure with the company, he has held several key positions in Lebanon, Saudi Arabia and the UAE. Edelman has appointed MARIE-CLAIRE MAALOUF as Chief Creative Officer for UAE and KSA. Maalouf will help build creative capabilities across the region, and will also be working across EMEA as part of the wider creative team. She will help build creative capabilities across the region, and will also be working across EMEA

as part of the wider creative team. Last year, she helped win more than 85 awards, including the only D&AD Yellow Pencil won by MENA this year; one of the two Cannes Lions Grand Prix won; and the only Grand Lia in Health for MENA. The Network Communication Group has appointed DANY AZZI as the Executive Creative Director of The Network Communication Group and a new member of the Board. Azzi is a senior creative leader with over 23 years of experience working around the Middle East and GCC with multinational networks such as FP7 McCann, DDB, Memac Ogilvy and Drive Dentsu. His last held position was as Executive Creative Director at FP7 Riyadh. MSL Middle East, part of Publicis Groupe Middle has appointed MARY SMIDDY as Business Lead. Smiddy is a senior communications leader with more than twenty-five years experience in strategic consultancy. She has delivered high-impact communications strategies and campaigns representing multinational corporate, consumer and healthcare clients, throughout Europe, Asia and across the Middle East Region.

October 30 2023

The Spin Campaign Middle East is all for eating healthily and making sure you get your five a day. So it was with a wry smile and pleasant surprise we read about UAE Cucumber Day, an initiative from Hendricks. “Prepare for a cucumber extravaganza like no other,” the drinks brand boldly states. It invites residents to “join its whimsical spectacle for another year where cucumbers take centre stage with their mischievous charm and enchanting allure”. It is enough to make non-cucumber worshippers green with envy. We are also big believers in inclusivity and accepting people of all shapes and sizes. But the model in this ad definitely pushes the boundaries of acceptance. Maybe some photoshopping is to blame, or maybe her arm really does bend that way. If that’s the case, we suggest giving up modelling and taking up a career in sport – maybe basketball or a spin bowler (cricket) would prove more lucrative. These days it’s all about personalisation in our industry, and making customers feel special. Looks like it’s the same for the cereal bar industry too. It is impressive personalisation indeed when one manufacturer claims that every nut and seed has been placed by hand “to ensure the perfect mouthful”. That attention to detail definitely sounds nuts to us. We couldn’t help but notice the resemblance between Memac Ogilvy MENA’s new Group President Jon Marchant and England football manager Gareth Southgate. If ever England gives their coach the boot, he would make an admirable stand-in for Marchant.

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Ithra: Tanween 2023 1-4 November, 2023 King Abdulaziz Center for World Culture

Marcomms360: Predictions 2024 7 December, 2023 Fairmont The Palm

Dhahran is set to take centre stage in the design world on November 1-4 as thought leaders, cutting-edge brands, industry experts, students and professionals spanning architecture, graphic design, fashion, digital media and product design descend on King Abdulaziz Center for World Culture (Ithra) for the sixth edition of Tanween, an annual event that promotes creativity, design, innovation and cultural exchange.

Predictions 2024 is crafted to bring inspiration, vision and clarity on what the next 12 months has in store for the industry. Campaign’s Marcomms360 conference will takes place at Fairmont The Palm on 7 December. As well as providing excellent networking opportunities, the half-day event will feature regional insights and keynotes from leaders within the industry for the year ahead.

To find out more, visit: www.ithra.com

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October 30, 2023

GIVE YOUR BRAND ROOM

TO GROW

October 30 2023

INTRODUCTION

s Campaign Middle East put together this latest edition of our popular Out of Home issue, I started paying far more attention to billboards. Of course, I have always noticed billboards on the side of roads, driving at speed and, more frequently, crawling in traffic jams. But I began looking not just at the ads themselves but also at the companies that owned the billboards. Media247, MPN, Backlite, JCDecaux to name just a few. There are some big names in the world of OOH. However, you don’t need to drive around inspecting billboards to know that this is an industry of heavyweights. Just look at the content on the forthcoming pages, particularly the large ads and inserts taken by some of the big players. OOH is definitely an industry beating its chest and shouting “Look at us”. OOH is more than just billboards, as we all know. The Metro, sides of buses and taxis, airports and inside malls, the industry is going increasingly hi-tech in terms of digital ads and measurement. Indeed, it is a thriving industry that is moving into a new era, which is important to stress when so many others claim to be doing the same thing. As we know, billboards are the oldest form of advertising. But it is shaking off its old-fashioned image and moving with the times, thanks to advancements in technology. For example, QR codes on OOH advertising are making it easier to direct viewers to more information. Digital OOH is also proving to be an exciting medium for brands and offers great potential. What was really encouraging was a recent announcement by TikTok, one of the most innovative and ‘cool’ social media platforms, that it was launching an OOH campaign of its own. The social media app is introducing a new OOH ad solution called ‘Out of Phone’. The feature will enable brands to use TikTok content on billboards, within in-store displays and cinema promos. Brands can replay clips on a range of new surfaces, expanding the exposure potential of their promotions. Another feature allows advertisers to bring engaging content directly to their audiences on their global networks and screens. That includes bars, restaurants, airports, gas stations and retail stores, which shows the true versatility of OOH. On the coming pages, we highlight just how exciting the industry is with a great selection of interviews, insights and industry snapshots. Technology is a big theme and we include commentary on the increasing use of data and AI, along with programmatic outdoor advertising. We also look at the other side of the equation, and the great creativity that goes into OOH. There are so many global examples of really smart campaigns and the Middle East can learn a lot from having this wide perspective. It’s a dynamic industry going through a lot of change. Brands continue to go big (is there any other way when it comes to OOH?) and there are so many really smart campaigns happening all around us. Danube uses OOH so effectively for its property marketing, while McDonald’s trusts its brand and OOH so much it recently created billboard visuals without even so much as a logo. As an important part of the advertising universe, it’s heartening to see OOH remain big, bold, and sometimes beautiful.

JUSTIN HARPER Editor justin.harper@motivate.ae

Main Cover designed by Thokchom Remy

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Junior Web Reporter Ishwari Khatu Junior Reporter Sonia Majumder Editorial Intern Sarah Qaddumi DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

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@campaignME

Campaign ME

campaignme@motivate.ae

October 30, 2023

Y BAD I’ll hold my hand up and admit to writing for this OOH guide in years gone by on the latest trends around the world in OOH media. From the advent of programmatic DOOH, to layering anonymised mobile data with OOH sites, to footfall and even eyeball tracking – I’ve heralded the influence of technology and its impact on OOH media. What I’ve overlooked in this whole endeavour though, is that the beauty of outdoor media is in its very existence. Big, bold, and dominating. As cities emptied out their people (and the animals took over) during the pandemic in 2020, we became so obsessed with the bottom of the funnel that we failed to realise that brands were still using large format OOH to communicate; not to the footfall that was at the site location, but to the eyeballs that were fixed to the PR and amplification of these sites. BACK TO THE ICONS Since then, it’s very much been a case of a return to the icons. Times Square in New York, Piccadilly Circus in London, Shibuya Crossing in Tokyo and YoungDundas in Toronto – just some of the most recognised and sought after iconic billboards around the world – have all continued to thrive in this new age of technology-driven media. Interestingly, the key advancements affecting these sites have been trends which have simply banked on their iconic nature, namely 3D creative executions and livestreaming capabilities for major global events. Only if you had spent the past 12 months under a rock could you have

RETURN OF THE ICONS

Let’s just sit back and enjoy the overstated beauty of being big and bold, says The MediaVantage’s Manoj Khimji

avoided seeing 3D ads of larger-than-life sneakers or animals pouring out of the corner of a building from a giant billboard. Similarly, livestreaming your event on global landmarks like the Nasdaq Building in Times Square or Piccadilly Lights in London, effectively guarantees you major worldwide status and garners far more value in earned media than the paid media cost of that site. So kudos to the OOH site owners and the brands for recognising the capabilities of the media and using them to their best potential. The Sphere in Las Vegas has also launched this summer and the creative capabilities are yet to be seen in full flow but with 580,000 sqm of brandable surface area, the largest on planet Earth, it’s only a matter of time. KEEP THE CONVERSATION GOING But what next then for the icons of OOH? There’s a danger of reaching a saturation point, but there’s also an opportunity for media owners and brands to work together on developing the medium by perhaps adopting some of the technology that has traditionally been sought after by smaller site owners as a response to being competitive against the larger status symbol OOH sites. There’s certainly a natural progression into the integration of social platforms with the global icons, given that a significant portion of ad campaigns that end up on these surfaces are there to create a buzz through social and digital amplification more than the actual location of the site. Continuing the conversation beyond the paid media has always been an issue for the ‘big splash’ campaigns – especially

from the MENA region, where the battle for a voice on the global stage has been a challenge. The Sphere in Las Vegas has shown that there’s still very much a wow factor in being outstandingly large, so there’s definitely life in that old dog for some time yet, but when iconic sites are truly capable of enabling longevity in advertising campaigns through leveraging other media channels is when we might see the next incremental growth step. Until then, let’s just sit back and enjoy the overstated beauty of being big and bold, and having a ready-made solution to fast-track your communication on the world stage in an instant. By Manoj Khimji, Managing Director at The MediaVantage

One One System System ToTo Measure Measure AllAll OOH OOH

Streach measures OOH campaigns across all environments: roadside, destinations, place-based and transit media for static and digital OOH.

Streach today is endorsed by the majority of OOH stakeholders on both demand and supply side. 2695 planning jobs were created, 1648 campaigns were measured, for more than 576 clients using Streach info@seventhdecimal.com

October 30, 2023

Hypermedia’s expansion for a true impact in OOH lies in AI and data A

fter crossing a milestone in leveraging the power of the latest smart technologies with AI data analytics and real-time audience measurement to run hyper targeted campaigns, Hypermedia –a subsidiary of W Group – has been expanding this impact and scaling its network by clocking up key indoor and outdoor locations. This initiative didn’t start afresh. Hypermedia has already started rolling out real-time data measurement, in collaboration with Advertima, across Dubai Metro stations initially, then in malls and in-stores, and eventually throughout all indoor settings.

addition to its network; it’s a pivotal leap forward with a world-renowned shopping mall, as Reem Mall is Abu Dhabi’s signature retail, leisure, dining and entertainment destination. With a commitment to install, maintain and oversee Reem Mall’s expansive media network, Hypermedia boasts over 200 cutting-edge digital signages and promotional arenas in this

Bringing smart solutions and media contributions to Expo City Dubai’s OOH

In this regard, Hypermedia took a significant jump by securing the exclusive OOH advertising media rights of Expo City for the coming 10 years. Expanding its OOH media impact to this dynamic city marks a victory in the post-Expo 2020 era, embodying sustainable urban development and aligning seamlessly with the UAE’s growth vision. This hub of innovation, culture and education, welcoming a diverse global audience and retaining 80 per cent of Expo-built infrastructure, positions itself uniquely to harness media attention, offering avant-garde technology and media offerings. Hypermedia succeeded in commercialising this milieu by converting assets into tech-powered and smartly-driven experiential activation spaces, collaborating with DigitAll– the tech arm of W Group. Both have been establishing a robust data ecosystem that facilitates purposeful engagement between media suppliers, brands and their target audiences. However, this measurable impact has exceeded expectations as Hypermedia has been keen on providing consumer insights to advertisers within all indoor spaces, including retail environments, where a seamless connection between retailers and customers thrives.

Enabling UAE’s signature retail destinations with smart, cutting-edge technologies

In May, Hypermedia won the exclusive Out of Home (OOH) media rights for Reem Mall. This acquisition isn’t merely another

mall, a digital tapestry that not only underpins the company’s leadership in the UAE’s OOH advertising realm, but solidifies its regional stewardship in retail media and OOH digital transformation. The fusion of audience measurement and analytics with Hypermedia has birthed an ecosystem where personalised messaging and deals for every shopper are seamlessly in tune with individual preferences, all while being optimised and efficient. By synergizing Reem Mall’s state-of-the-art facilities with smart triggers, the DOOH expert is unlocking countless measurable marketing opportunities and empowering marketers to maximize their ROI. The arsenal of analytics tools promises credible, real-time reporting, showcasing metrics like audience traffic, impressions, qualified views, and view times. This validation of ad performance and the ability to discern top-performing ads marks a turning point.

René Bridge: an epic tech-led expansion

The strategic inclusion of the 13th digital bridge into Hypermedia’s prestigious “Z Gallery - Art of Media’’ is a notable stride, particularly due to its tactical position at

the entrance of Sheikh Zayed Road (SZR). SZR serves as the central artery of Dubai’s transportation network, connecting to a substantial audience comprising millions of individuals. These people encounter Hypermedia’s assets during their daily commutes to nearby residential and commercial communities, as well as while shopping in malls or hypermarkets. René, Z Gallery’s latest artist, an all-new digitized platform, allows businesses to connect with their audiences in a sustainable, interconnected DOOH ecosystem. This bridge carries more than 21 million impressions per spot, has over one million Unique Reach, and a Total Reach of 29.67 per cent, making it an exceptional platform for launching data-driven campaigns and achieving outstanding brand exposure, reach and Return on Advertising Spend (ROAS). Hypermedia leverages René’s digital capabilities to empower advertisers to showcase dynamic and interactive content, fueled by data measurement and analytics. In short, this iconic digital OOH landmark fuses cutting-edge technology, profound creativity and premium location to bolster the impact on SZR. “René stands as a notable achievement in our quest to revolutionize DOOH advertising. Blending art, technology and strategic positioning, provides brands an opportune moment to engage audiences and attain astounding measurable outcomes. Coupled with our innovative audience analytic tools, René’s strategic position will enable advertisers to craft data-powered and ROI-focused campaigns,” said Group COO Philip Matta.

Empowering UAE’s communities and key locations

As the company witnesses the tangible impact of its contributions to DOOH, it’s driven to elevate the stakes. In the near future, Hypermedia is expanding its network into uncharted territories in the UAE and beyond, strategically winning new communities and prominent locations. Its vision is to ingeniously disrupt and uplift these spaces into vibrant destinations, enabling seamless engagement between both brands and people through cutting-edge smart technologies.

167 cm

LEADERSHIP PANEL

100 cm

Founded: 2014 Owner: Wissam Traboulsi Headquarters: Dubai Number of staff: 13 www.blueshieldadvertising.com Info@blueshieldadvert.com 00971 4 578 5620

Fahad Al Ahbabi

Wissam Traboulsi

Managing Partner

CEO

BSA is headed by Wissam Traboulsi, who has more than 17 years of experience in the UAE market, across various media. BSA has specialised in outdoor advertising and out-of-home media placement for more than 9 years. The company claims to be the largest operator of outdoor media in out-of-home locations in the UAE. PROPERTIES: Dubai: 10+ hoardings on SZR; 3 LED SCREENS SZR; 10+ hoardings on KHAIL; Hoardings on hessa and dubailand Abu Dhabi: 3+ hoardings; 2+ building wrap.

OUR TEAM

Toni Ibrahim

Hanadi Omar

Ilha Ivanova

Mayda Lababidi

CSO

Media Director

Client servicing

Media Manager

With over 13 years of experience in the media industry, Toni was able to gain enough knowledge of OOH advertising and build good relationships with different parties within the field. His role will be to help formulate, facilitate and communicate BSA’s strategic initiatives and future goals.

Hanadi has been within the media industry for over 10 years and was able to prove herself in the market. As our media director she will be focusing on determining the best media strategies for our clients to meet their objectives and needs.

Ilha has been working in the client servicing departments for 5 years now, gaining enough experience to understand how to meet clients needs. She will support them in achieving their overall goals and objectives for successful campaigns.

Mayda has been in the media industry for 5 years now gaining experience in both digital and OOH media. As our media manager she will be working on enhancing both the client’s business and our business and by managing their campaigns.

October 30, 2023

INDUSTRY SNAPSHOT

WISSAM TRABOULSI Founder and CEO, BSA

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Technology has definitely played a major role in the evolution of Out of Home. To start with, we are investing in the latest top-notch printing technologies to make sure that our clients are provided with the highest quality creatives. On the other hand, technology allows us to work on ways to capture audiences’ attention and make clients stand out from the crowd with the introduction of CGI for example. Also, with Out of Home moving into digital formats, we can allow brands to better reach their audience through targeted messages and dynamic content based on the time of day, demographics, and other factors. Not to mention that technology enables brands to better understand their consumers through personalisation, measurement and analytical capabilities.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DIGITAL OUT OF HOME?

Digital Out of Home has allowed new brands to enter the outdoor scene due to flexibility, enhanced targeting, and measurement capabilities. With the introduction of programmatic buying, brands can target specific audiences at the right time at the right place with precise measurement of the out of home contribution to return on investment.

HAVE YOU SEEN A RECENT OUT OF HOME CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

This is a tough question, especially on the big formats recently due to the high demand and full capacity. Not to mention brands but real estate, telco, and FMCGs have been really taking Out of Home to the next level.

WHAT ARE CLIENTS ASKING YOU FOR?

Some clients look for impact to capture their audiences and focus mainly on ad recall. Others are more number driven and focus on measurement and return on investment by choosing the most strategic locations. We are sure that we are to be able to cater to all of their needs and requirements.

HOW CAN OUT OF HOME BE BETTER INTEGRATED INTO THE MEDIA MIX?

Many MMMs have been executed to show the contribution of Out of Home to the brands media mix. Although

OOH is impactful and contributes mainly to the upper funnel KPIs, it has proven to also affect sales and other lower funnel KPIs across different industries.

WHAT LEGISLATION OR REGULATION WOULD YOU LIKE INTRODUCED OR REMOVED AROUND OOH?

This matter has been perfectly managed by the UAE authorities in terms of creative approvals, bidding processes, and safety measures.

WHAT ARE YOU MOST LOOKING FORWARD TO IN THE NEXT YEAR OR SO?

My aim is to take BSA and Out of Home to the next level by introducing new strategic locations with advanced technology to cater to clients’ needs on the upper and lower funnel allowing them to create impact, target audiences, and allow them to measure the effect of out of home on their business outcomes.

WHAT IS THE LONG-TERM VISION OF BSA?

BSA’s vision is to take Out of Home to the next level with top-notch technologies in the static and digital formats, allowing clients to create impact, be top of mind, and allow them to achieve their business objectives. Our new formats will have unique designs that allow us to break through the clutter of Out of Home

“My aim is to take BSA and Out of Home to the next level by introducing new strategic locations with advanced technology to cater to clients needs” advertising while introducing state of the art mediums that cater to high end brands.

WHAT METRICS SHOULD CLIENTS USE TO MEASURE THE SUCCESS OF OOH?

There are several metrics to be considered as Out of Home is both an impact creator and a frequency builder. Reach is definitely one of the metrics that can be measured by capturing mobile IDs. Impact may lead to engagement that can be measured by traffic to a brand website and traffic to point of sale. Other metrics include brand awareness, top of mind, and definitely ROI as MMMs of different sectors have measured the effective contribution of Out of Home to lower funnel KPIs such as sales.

SZR - Jabel Ali

SZR - Gems School

H10

Facing Mall Of The Emirates SZR

Um El Shief SZR

Next To English Collage

Next To Dubai Canal SZR

Facing Burj Khalifa SZR

Facing Dubai Mall SZR

Facing Museum of The Future SZR

Facing World Trade Center SZR

LARGE FORMAT MEDIUM H1 H2 H3 H4 H5 H6 H7 H8 H9 H10

H11 H12 H13 H14 H15 H16 H17 H18 H19 H20

H11

Hessa Next Media Rotana Al Khail Hessa Umm Suqeim - Dubai Land Al Khail Dubai Mall Exit

H12

Al Khail Jaddaf towards Festival City Al Khail Jaddaf towards Festival City Al Khail Jaddaf towards Festival City Al Khail Umm Suqeim Al Khail Health Care City OUD Metha

H13

Business Bay SZR

H18

Dubai Mall Entrance SZR

Facing Museum Of The Future SZR

LED NETWORK L1 L2 L3

H3 L3

H14

H20

H15

H19

H16

H17

October 30, 2023

OOH Measurement: A journey of standardisation This has been a pivotal year in accelerating the measurement and data discussion on OOH, says Seventh Decimal’s Maud Moawad

he past four years have been an exciting journey for us in OOH measurement in the region. Streach today is endorsed by the majority of OOH stakeholders on both demand and supply side. 2,695 planning jobs were created and 1,648 campaigns were measured for more than 576 clients. Additionally, Streach has been instrumental in supporting Marketing Mix Modeling (MMM) exercises to provide a more comprehensive understanding of the impact of OOH advertising in the marketing mix.

“OOH measurement in our region has come a long way from counting cars to establishing a reliable currency that enables stakeholders to argue their value proposition”

Today, as we look into the future of the research, and in line with our mission to provide a universal and responsible audience measurement system, we are expanding Streach’s methodology to cover all OOH formats, including non-scheduled transit media, in-mall, and destination -based media. 2023 has been a pivotal year in accelerating the measurement and data discussion on OOH, specifically in the UAE, as we have launched a technical committee that includes representatives from media agencies and OOH media owners/ suppliers. The objective was to provide a platform to exchange and discuss potential enhancements to the currency and to set a roadmap for the research going forward. The technical committee grew to include 23 members acting in their corporate-representing capacity, and meeting once per month. Six taskforces were created based on a priority vote by the members to tackle the following topics: 1. Definition of OOH impressions: to agree on a unified definition of impressions for OOH that would answer the different use cases demanded by the market, such as CPM calculations, impression multiplier for pDOOH, differentiation of ad formats for econometric modelling, among others. 2. Standardisation of ad formats and unique identifiers: to set a framework for the naming and classification of OOH ad formats and to roll out a set of identifiers on all the available inventory for future use in programmatic buying. 3. Place-based media measurement: to support the measurement of indoor environments and destinations such as malls, supermarkets, and metro stations on a single-face level (static and digital) and as part of a wider OOH campaign (roadside + indoor). 4. Scheduled and non-scheduled transit media measurement: to support the measurement of bus shelters, buses, and taxis (digital screens and wrappers).

5. Qualitative metrics: to define and rollout additional OOH-centric qualitative metrics focusing on human perception and attention. 6. Improvements in data visualisation and reporting. As the work continues, Seventh Decimal and the JIC Technical Committee remain committed to align the industry around a currency that fairly represents OOH across the multitude of environments, and to continue to provide advertisers with the best set of metrics that would be at par with the most measurable media channels. OOH measurement in our region has come a long way from counting cars to establishing a reliable currency that enables stakeholders to argue their value proposition in an increasingly omnichannel world. We thank our partners: Al Arabia, Backlite Media, Elevision, Encyclomedia, Group Plus, Hills Advertising, Hypermedia, MPN, Viola Outdoor, MCN, Omnicom Media Group, Publicis Media Groupe for their continuous support and contribution, and we welcome all those that would like to join us on this journey as we shape the future of OOH measurement in the GCC.

By Maud Moawad, CEO of Seventh Decimal

October 30, 2023

n an age dominated by digital marketing and the privacy concerns that arise with it, the Out of Home (OOH) advertising sector has proven to be a more prominent and credible medium over the years. The growing number of devices vying for our attention reduces individual reach and effectiveness of brand messaging. OOH remains a key medium that surrounds audiences in their everyday environment. It can reach them while they are close to the point of sale, and when they are more receptive and are less distracted by other media. Digital Out of Home (DOOH) media is on the verge of a change that will ultimately reshape the OOH industry. As the media moves toward a screen-based environment tied to data and technology, criteria like time, content and contextual relevance will be the new pillars of OOH media placement. CREATING AN IMPACT SHOULDN’T BE A QUESTION With a multitude of consumer platforms, marketers must prioritise the effectiveness of their creative content. For brands, the choice of messaging, visual appeal and the frequency of refreshing visuals all play pivotal roles in determining the impact of their brand’s message. To succeed in today’s cluttered landscape, they must be exceptionally

‘‘TO SUCCEED IN TODAY’S CLUTTERED LANDSCAPE, THEY MUST BE EXCEPTIONALLY SHARP AND DISTINCTIVE” sharp and distinctive. One exemplary approach to achieving this differentiation is through branded billboards and creative out-of-the-box executions. A great illustration of this strategy’s success can be seen in the case of McDonald’s. The fast-food giant seized the opportunity to transform a conventional BackLite static billboard into an authentic work of art leveraging the ‘Branded by BackLite’ platform. The outcome? An unforgettable campaign that captured the attention of audiences and left a remarkable impression. DOOH, THE ULTIMATE ADVERTISING SOLUTION IN A COOKIELESS FUTURE With web browsers and apps alike increasingly blocking cookies, ad spend

is being relocated to the DOOH sector quicker than we expected, as marketers look to DOOH now as a more respected medium to engage with consumers in more meaningful and conversational ways. DOOH has seamlessly integrated into the advertising and urban landscape, while delivering pertinent, captivating and lasting messages to consumers, all while upholding their privacy. MORE STRATEGIC USE OF DATA One of the hottest topics for this region and globally is data, which wasn’t high on the agenda pre-2020 but is now in high demand. We have evolved far from merely selling ad space to now providing brands with the right media network that matches their objectives and demographics. The rapid advancements in Out of Home technology and data have allowed BackLite Media to utilise second-party data provided by landlords and partners to understand consumer behaviours and shopping patterns in destinations and malls to target specific audiences at the right time on the most relevant screens. The medium has evolved to leverage this data to create real-time contextual ads, such as anonymised mobile intelligence, location, camera sensors and IoT data, to gather information. This development of smart tech creates more efficient advertising campaigns without the requirement to retrieve personal data. OOH MEDIA HAS A GROWING ROLE IN PROMOTING SUSTAINABILITY As environmental consciousness grows, the OOH advertising sector is making efforts to align with sustainable practices. We are increasingly opting for eco-friendly materials, such as

MOVING BEYOND PANELS IN OUT OF HOME ADVERTISING The media is moving towards a screenbased environment tied to data and technology, says BackLite Media’s James Bicknell

recyclable vinyl and LED lighting, for our static billboards and digital displays. Additionally, we are embracing digital displays that use less energy compared to traditional illuminated billboards. This not only reduces costs but also demonstrates a commitment to sustainability. The ability of Out of Home media to focus on consumer engagement without using personal data and information is now more valued and recognised by brands and marketers than ever before. By James Bicknell, CEO, BackLite Media

October 30, 2023

Mazen Mansour is Data & Programmatic Lead at OMG MENA

THE WRITING IS ON THE WALL

Outdoor in MENA may have already taken a strong turn towards digital, it’s about to take another decisive one, writes OMG’s Mazen Mansour

“With better proof before and after the buy, in terms of data, measurement and attribution, programmatic outdoor aligns OOH advertising with modern client and agency expectations”

f beauty is in the eye of the beholder, for outdoor advertising, value is in the gaze of the passer-by. Measuring the audience of billboards and mupis has always had its own challenges but the rapid move to digital screens is increasing people’s attention levels. This subtle yet profound shift in the world of Out of Home (OOH) advertising holds the promise of transforming the industry in ways we’ve only begun to fathom. And fathom we must as there is more to come. In the MENA region, we’ve witnessed a remarkable leap in the OOH medium, thanks to large markets like Saudi Arabia, Egypt, and the UAE. The share of OOH in total media investments stands impressively between 20 per cent and 25 per cent, while in the USA and the UK, it hovers around a modest 3-5 per cent. The MENA region has fully embraced digital outdoor advertising. DOOH accounts for about 50 per cent of total OOH investments, exceeding the global average of 40 per cent. This remarkable growth isn’t mere accident; it’s the result of a new and compelling digital proposition driven by the region’s fast-growing technological infrastructure. It’s also got a lot to do with the rise of retail media, in which DOOH plays a significant role. These two fast-growing channels are merging, extending retail media performance in-store and turning OOH into a key performance channel. From a creative standpoint, the digital transformation of OOH has opened the door to exciting possibilities. Imagine ads that dynamically respond to the environment, changing with the weather or time of day, engaging viewers in ways traditional OOH never could. For advertisers, this means telling richer stories and forging stronger connections with their audiences. However, the appeal of digital OOH extends beyond its creative potential. It stands strong in terms of effectiveness as well. The ability to integrate real-time data and dynamic content ensures campaigns are not just visually appealing but contextually relevant. It’s a tangible step up that elevates the medium further in marketers’ minds and plans. The digitisation of media, including outdoor, has been a significant trend in the advertising landscape in MENA and across the world. Advertisers who invest in their brands value this transformation and see a promising future. However, while the success of digital outdoor advertising is undeniable, it still faces challenges in the region. Chiefly among them, the industry

yearns for standardised measurement and a unified buying currency that can offer consistency. All eyes are on what comes next: programmatic outdoor advertising. While still relatively new, programmatic outdoor advertising has the potential to be a game-changer. In MENA, programmatic outdoor advertising currently represents an even smaller fraction of the total OOH and digital outdoor investments, but this will only grow. Adoption will be faster if the key DOOH players build their infrastructure to make their inventory accessible programmatically and adopt one standardised measurement approach. This will justify marketers’ decision to bring new budgets to the medium on top of their current activity. Thanks to a lower entry point, it may even attract new brands. What’s further revolutionising this space is the emergence of DOOH demand-side platforms (DSPs) that offer a seamless, user-friendly way to launch dynamic campaigns, making programmatic DOOH a reality for advertisers. Communications with suppliers are simplified by the online marketplaces for DOOH services, which allow advertisers to easily select the right screens and deploy campaigns quickly, conveniently, and efficiently. Another core benefit of programmatic DOOH is the flexibility it offers in terms of audience selection, when to buy, start or pause. It also makes the medium eminently accountable. With better proof before and after the buy, in terms of data, measurement and attribution, programmatic outdoor aligns OOH advertising with modern client and agency expectations, which other digital media already offer. Lastly, programmatic DOOH brings about dynamic, data-driven campaigns that can be altered on the fly. What was the most static medium is quickly becoming dynamic, offering an ever-growing range of options to advertisers to address their marketing challenges. The path to programmatic DOOH is a journey, not just a destination. It marks a seismic shift in advertising, heralding a new era of creativity, flexibility, automation and targeting. This is a transformation that offers new opportunities for advertisers and promises a more relevant and responsive way to connect with audiences. The digital programmatic DOOH revolution is about to change the rules of engagement in advertising. This profound transformation may be slow, but it won’t be any less meaningful as relevant and desirable media experiences will attract people’s gaze and capture their attention.

October 30, 2023

he integration of data insights into Out of Home advertising is one trend that has been transforming the industry in the MENA region in the ever-changing advertising environment. Since 2020, this integration has become crucial and a need of advertisers, particularly in light of the pandemic and the increased exposure of digital advertising. Out of Home advertising has a long history in MENA, but the incorporation of data-driven approaches is driving it into a new era of efficacy and relevance. Data collection and analysis are essential in the field of Out of Home advertising, with a particular emphasis on measuring people, as this data is vital in assuring the precision and success of Out of Home campaigns. OOH advertising in the MENA region has experienced significant growth since the pandemic. According to recent studies, Out of Home advertising spend in the region increased by 176 per cent from $358 million in 2020 to $986 million in 2021. This growth is expected to continue, with outdoor advertising spend projected to reach $1.5 billion by 2024. This was affected by economic growth that helped in increased spending on advertising, followed by the definite rise of the digitalisation-shift, as well as the growth and emergence of the need to have audience measurement or media measurement to understand better the Out of Home landscape. The importance of audience measurement and data in Out of Home advertising continues to grow progressively in global markets over the past few years, where the evolution of data-driven practices in Out of Home advertising has led global organisations and industry associations to establish best practices and guidelines.

‘‘THIS DIVERSITY,

ALTHOUGH RICH AND DYNAMIC, PRESENTS ADVERTISERS WITH BOTH CHALLENGES AND OPPORTUNITIES”

The MENA region is composed of up of 19 countries, each with its own culture, language and topography. This diversity, although rich and dynamic, presents advertisers with both challenges and opportunities. It is necessary to first understand the dynamics of this complex region before delving into the function of data insights in this challenging zone. In MENA, data insights have become the hub of effective Out of Home advertising projects. Here’s how data is transforming the Out of Home landscape in the region: Data insights help advertisers to design highly localised advertisements that resonate with certain communities. Advertisers can adjust their messaging to be modern and relevant by analysing local preferences, cultural differences and current events. This level of personalisation enables marketers to interact with their audiences on a more personal level. Traffic patterns: Traffic patterns have an extensive impact on the success of Out

of Home advertising campaigns, and showcase dynamic and diversified landscapes. As development and economic growth lead to greater car ownership, major cities in the region, such as Dubai, Riyadh and Cairo frequently face considerable traffic congestion during peak hours. The MENA region, on the other hand, has some of the world’s most advanced transportation infrastructure, including modern highways, bridges, and public transportation networks. Furthermore, cultural considerations might influence traffic patterns, with working hours sometimes varying during Ramadan and weekend routines. This is how advertisers leverage this data to strategically place Out of Home ads, ensuring they attract commuter’s attention during high traffic periods. Precise measurement: Data-driven Out of Home advertising enables for precise campaign impact measurement. Advertisers may monitor campaign results, identify audience demographics and measure engagement rates. This data is crucial for making data-driven decisions and optimising future outdoor advertising initiatives. Insights into urbanisation: Some MENA countries, such as the UAE and Saudi Arabia, have rapidly rising urban populations, while others remain more rural. Data insights aid in determining where urbanisation is most prevalent and where Out of Home advertising may have the greatest impact. Advertisers can then wisely allocate their resources. Digital integration: The digital transformation of the MENA area is accelerating the integration of Out of Home advertising with digital media. Consumers will have more involved and engaging experiences because of this confluence. Advertisers are increasingly relying on data and location-based

October 30, 2023

USING DATA INSIGHTS TO NAVIGATE THE FUTURE OF OUT OF HOME ADVERTISING Ipsos’s Andre Youseff explains how to optimise future outdoor advertising initiatives

targeting to seamlessly interact with their target audiences. When discussing the dynamic Out of Home landscape, the UAE is an excellent example to consider. The UAE’s Out of Home advertising landscape is known for its innovation, creativity and modernity. Advertisers leverage cutting-edge technology and iconic locations to reach both residents and the millions of tourists who visit the country each year. Abu Dhabi, Dubai and Sharjah are significant OOH advertising centres. Based on Ipsos Out of Home measurement data, the penetration of outdoor advertising in the UAE is above 90 per cent with the ad spending expected to also keep growing in-line with the MENA growth, which is estimated to rise continuously with the digitalisation shift by 2024. Seasonality is also a vital element in effectively engaging with your target audience and enhancing the impact and relevance of Out of Home campaigns in the UAE. January typically witnesses shifts in consumer behaviour after the holiday season, resulting in a traffic pattern and reaching its peak during Ramadan. During Ramadan, there are changes in peak activity times, where people often adjust their routines, leading to increased activity in the late evenings and early mornings. In Q3, covering the months of July to September, connecting the end of the school year and the summer season, extended travel plans often lead to a decrease in traffic. Lastly, the UAE experiences its peak season in Q4, which lasts from October to December, characterised by a surge in traffic. One thing is crystal-clear and obvious as we look forward to the future of Out Of Home advertising in the MENA region: data insights will continue to play a critical role. To produce effective Out of Home advertisements, advertisers will increasingly rely on data, location-based targeting and audience monitoring. The region’s digital transformation will improve the integration of Out of Home advertising with digital media, resulting in more interactive and engaging experiences for customers. Overall, the outlook for Out of Home in the MENA region is very positive. With strong economic growth, it will continue to experience a dramatic transition in the realm of outdoor advertising, driven by data insights and precise measurement. As the region evolves, the use of data and measurement in Out of Home advertising is set to grow and provide interesting opportunities for marketers looking to interact with their consumers in new and effective ways. This blend of history and technology is creating the future of advertising in the MENA and the adventure is just getting started.

Andre Youseff is Chief Adex Officer at Ipsos

GO BIG OR GO HOME DATE: November 10 TIME: 8 AM VENUE: Grand Plaza Mövenpick, Media City CAMPAIGN MIDDLE EAST’S HUGELY-POPULAR OUT OF HOME (OOH) EVENT IS BACK AGAIN – AND THIS YEAR’S 5TH EDITION PROMISES TO BE BIGGER AND BETTER. We will take a deep dive into the most pressing topics in this exciting sector, from measurement to creativity, data to digital, our expert speakers and panellists will give their perspectives on OOH, along with a unique overview of the market.

BOOK YOUR SEAT TODAY CampaignME.com/event

Gold Sponsors

Presented by

October 30, 2023

Ministry of Energy and Infrastructure Founded: 1971 (previously known as Ministry of Public Works and Ministry of Infrastructure Development) Minister: Suhail Al-Mazrouie Director of Outdoor Media Office: Abdullah A. AlShiwaikh moid.gov.ae OutdoorMO@moid.gov.ae +971 600 500 500 PROPERTIES: The Ministry of Energy and Infrastructure manages all federal roads in the UAE and, like the RTA and Department of Transport, it issues tenders and grants licences to suppliers for the properties on those roads.

EDS FZE Founded: 2006 Number of Staff: 28 Headquartered: Dubai www.edsfze.com manish@edsfze.com

Mubashir Founded: 2015 Holding group: International Live Solutions Headquartered: Oman info@mubashir.com PROPERTIES: 7 Large Digital Outdoor Digital Advertising Screens, 14 Digital Ad screens at Muscat Airport Lounge & Oman Convention Centre, 99 DOOH screens at fuel stations, 9 Digital mall MUPIs

Eye Media Founded: 2003 Holding group: Eye Group Number of Staff: 25 Headquartered: Dubai www.eyemedia.ae info@eyemedia.ae

Hivestack Founded: 2017 Holding group: Hivestack Regional HQ: London Number of Staff: 150+ info@hivestack.com

Multi Platform Network Founded: 2018 Holding group: ARN, a Dubai Holding Entertainment company Headquartered: Dubai Number of staff: 200+ hello@mpn.ae PROPERTIES: Sheikh Zayed Road, Mall of the Emirates (hoardings); Sheikh Zayed Road, Dubai Internet City (unipoles), Sheikh Zayed Road, Dubai World Trade Centre (hoarding); Umm Suqeim Road, Madinat Jumeirah(hoardings); Umm Suqeim Road, Dubai Hills (hoarding); Umm Suqeim Road, Arabian Ranches (hoardings); Umm Suqeim Road, Dubai Science Park (unipole); Al Khail Road, Business Bay (hoarding); Sheikh Mohammed Bin Zayed Road & Al Ain Road, Liwan (hoarding); Sheikh Mohammed Bin Zayed Road, Majan (unipole); Al Naseem Street/Media One, Dubai Marina (unipole); Al Sufouh Road, Palm Jumeriah (unipole).

Hivestack is the largest independent, global, full stack, ad tech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 35+ countries across the globe.

Pyxis Mascot Outdoor Media Founded: 2006 Ownership: Sonali Bhatia Office: Abu Dhabi Number of Staff: 10–15 mascotad@emirates.net.ae

Founded: 2016 Holding group: ZMS Company Management Headquartered: Abu Dhabi Number of staff: 36 pierre.breton@pyxis.ae www.pyxis.ae Smart digital screens strategically located at ADNOC petrol stations across the UAE (100 locations). Offering a new way to inform and advertise that is effective, customised and responsive.

October 30, 2023

’ve always had a problem with heavily-branded clothing. It’s not just the vulgarity associated with displaying the logo of an expensive brand – Indeed, I think that people who do this should emblazon the words “I can afford” across their chest before adding the brand’s name. No, it is a little more, erm, let’s say commercial than that. You see, I am in advertising. And advertising costs money. So the moment the brand that I wear starts wanting to have its presence felt, is the moment I want them to pay me. Presence, you see, and its feeling thereof, is the name of the game. And nowhere does it manifest itself more than in OOH. That’s because a billboard is presence. A billboard is real estate. A billboard is a landmark. A billboard is “take-a-rightturn-after-the-Huawei-hoarding”, “I-live-in-the-Noon-building” and the most in-your-face medium that also happens to be the most precise representation of what the message is. And, let’s face it, it doesn’t take much to know on which exact billboard you’d love to have your message displayed, just as it doesn’t take much to know whose tee-shirt you’d like your brand printed on. I, for instance, would love to advertise brand “Naja” on Times Square, Leicester Square and Jennifer Lawrence. And I honestly think either of the three would make me famous, simply by my brand, well, being there. Could you say the same about websites? Or even TV? More to the point, is there anywhere better than either of those three for a brand which, say, has a universal call for action?

‘‘WE ARE GETTING DRUNK ON DATA AND ITS ABILITY TO PROTECT MARKETING JOBS” And yet today, this is not enough. Oh no. Because today, I’d want data - the data that would make the Naja Inc. marketing department feel that they put their money in the right place or the right eyeballs. Because today everyone is terrified of being asked how they spent their budget, and because, today, the message is not as important as the medium that carries it. That’s the tragedy of it all: the fact that we are in that intermediate stage where we are focused on the process rather than the outcome,

OOH: THE MOST INYOUR-FACE MEDIUM

relegated to the role of second fiddle, while marketers are fiddling with efficiency and the metrics that justify it. There is, of course, nothing wrong with optimising performance, and the tools that are at our disposal today to measure that of what I believe is the king of media, are as spectacular as they are needed to make ROI sleep better. But just as is the case with digital and social media advertising, they have created bad habits that are as addictive as they are toxic, not

Billboards are very powerful marketing tools, argues DDB’s Ramsey Naja

where the plate is more important than the culinary creation and where the information extracted from the location of the tee-shirt wearer is more significant than what the tee-shirt says. Because we are getting drunk on data and its ability to protect marketing jobs rather than focusing on sales and the ability to make people buy our product. Many years ago, I sat in a conference, astonished, as someone forecast that one day, brand-specific, individual billboard messaging will be briefly triggered off by the presence of a brand user in the vicinity. Days later, an OOH tycoon told me about sensors that would analyse my commuting habits relative to message locations and optimise those messages accordingly. Today, and with the benefit of industrial-sized hindsight, I look back at both with admiration and disdain: admiration because the forecast was pretty accurate, and disdain because while both saw the technology’s ability to underline - perhaps even magnify - the medium’s power, they were actually inadvertently contributing to its eventual subversion to the weasel snowflakiness of mediocre marketing staff whose career ambitions ride on analytics’ BS value rather than real growth. Indeed, this is why you have million-dollar hoardings on Sheikh Zayed Road with headlines that are more beige than the desert behind them. This is why once-proud brands are more interested in the medium than the message and why persuasion has been

to mention seemingly justifying an overwhelming shift from substance to artifice. After all, who needs psychological persuasion crafted by human inspiration, when cold science can pretend to achieve the same at a fraction of the cost? Who needs a creative agency when machines can churn out basic messaging, manipulate its presence and make it look like it’s performing equally well? And who needs discrete, thoughtful branding when a brash tee-shirt can be made to look like high fashion – and cost just as much? By Ramsey Naja, Regional ECD at DDB

October 30, 2023

Founded: 1983 Holding Group: Engineer Holding Group, MBC Holding Group & Public. Headquartered: Riyadh Number of staff: 400+ https://al-arabia.com info@al-arabia.com +966 92 003 3343, +971 4 3628123

LEADERSHIP PANEL

Mohamed Al Khereĳi

Saad Al Qahtani

CEO

Vice CEO for contracts & Projects Management

AlArabia OOH has been the leading outdoor solution provider since 1983, providing clients with expertise across a multitude of platforms and disciplines. It has invested in companies across the entire media funnel to ensure quality from inception to deliver and manage more than 25,000 media faces in the region successfully by providing full backlit & digital solutions to their global and local clients in KSA. PROPERTIES: Riyadh: Digital screens: 360 Faces Mezah, 60 Faces Digital Megacom, 105 Faces Digital Mupis, 37 Faces The Guide, 20 Faces Digital Mezahpole, 10 Faces LEDs, and 2 Digital Bridge Gateways located on the most iconic King Fahad Bridge highway. Static/Backlit billboards: 320 Faces Megacom Backlit, 1260 Faces Static Mupis, 32 Faces Static Mezahpole spread at the liveliest spots. Jeddah: Digital screens: 7 Faces of LED screens spread at prime locations, 30 Digital DAO Bridges and 3 Giant Building Façade. Dammam/Khobar: Digital screens: 80 Faces Mezah, 40 Faces Digital Mupis, 10 Faces Digital Mezahpole, 1 Face LED, and 2 Faces Building Façade. Static/Backlit billboards: 250 Faces Megacom Backlit, and 450 Faces Static Mupis. Also present in 32 cities in KSA: Makkah, Madinah, Tabouk, Jazan etc.

Jalal Khanfour

Hend Al Bassam

Chief Commercial Officer

Head of Investor Relations, Governance & Compliance

Mohamed Al Bazz

Roaa Al Rifaie

Director of Financial Department

Marketing & Innovation Manager

INDUSTRY SNAPSHOT

MOHAMED AL KHEREIJI CEO, Al Arabia

HOW IS THE SAUDI OOH SCENE CHANGING? Vision 2030 has transformed the Saudi outdoor advertising industry. The focus on diversifying the economy has created more infrastructure, urbanisation and tourism, leading to increased demand for outdoor advertising. Digital billboards and interactive displays are being introduced to engage audiences. Creativity and storytelling are now essential in outdoor advertising campaigns to make them visually appealing. The industry is becoming more dynamic, engaging and responsive to advertisers’ and the target audience’s evolving needs in Saudi Arabia.

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

By introducing digital signage and data analytics. This allows for more personalised and interactive advertising experiences. Real-time content updates on digital billboards enable tailored messaging based on various factors. Integration with mobile and location-based technologies further enhances the effectiveness of OOH campaigns. Data collection and analysis provide valuable insights on audience reach and engagement, making OOH advertising more measurable and impactful overall.

WHAT ABOUT THE EVOLUTION OF DOOH?

The evolution of DOOH advertising is a significant advancement in the industry. The integration of technology has allowed for more targeted and interactive campaigns. Real-time content updates and integration with mobile and location-based technologies have made DOOH advertising more personalised and effective. Data analytics enable measurement and evaluation of campaigns, providing valuable insights for advertisers. Overall, the evolution of DOOH has made advertising more relevant, measurable and impactful.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

One of the most remarkable advertising campaigns was the launch of Riyadh Season 2023, accompanied by the announcement of a highly anticipated boxing match between champions Tyson and Ngannou. This match holds great significance, making it a highlight of the campaign. What makes this campaign truly captivating is the scale of the advert for this event, the buildup, the extensive media coverage and how it successfully captured the world’s attention.

WHAT ARE CLIENTS ASKING YOU FOR?

Our clients are driven by their desire for results, seeking to make a significant impact in the OOH industry by using advanced solutions that effectively highlight their ads and create a lasting impression. We have established

ourselves as a leading player in the Saudi OOH market, offering the largest network of prime locations. Our primary objective is to support our clients in their advertising endeavours, ensuring their messages are prominently displayed and memorable to their desired audience.

HOW CAN OOH BE BETTER INTEGRATED?

The strategic use of data and advanced technologies is paramount. By leveraging comprehensive audience insights and precise location data, marketers can pinpoint high-traffic areas where their target demographic is most likely to be present. Moreover, the advent of technologies like programmatic buying and dynamic digital screens enables real-time content adjustments and interactive experiences.

October 30, 2023

Royal Outdoor Advertising

Trinet Outdoor Advertising

Founded: 2012 Managing director and owner: Souriana A. Khalek Headquartered: Dubai info@royaloutdooradv.com

Founded: 2000 Headquartered: Dubai Number of staff: 18 info@trinet.ae

PROPERTIES: Lampposts in Ras Al Khaimah, Um Al Quwain, Fujairah and Sharjah; hoardings in Fujairah and Ras Al Khaimah; bridge banner in Sharjah; hoarding on Sheikh Mohammed Bin Zayed Road.

Starz Media

Yazle Marketing Management

Founded: 2018 Holding group: Danube Group Headquartered: Dubai Number of staff: 10 jennifer@starzmediainc.com

Founded: 2013 Holding group: Yazle Global Headquartered: Dubai Number of staff: 35 Email: jamie@yazle.com

Starz Media was founded in 2018 by the Danube Group. Starz Media’s core mission involves offering expert, visible and targeted brand marketing exposure by effortlessly integrating each brand into the city’s landscape through strategically located OOH advertising mediums in Dubai. Starz Media and Media Mix Advertising formed a strategic and mutually beneficial alliance aiming at constantly growing their inventory as well as looking out for valuable opportunities while maintaining a clear and focused business approach and vision.

PROPERTIES: 20 instore digital screens across Choithrams and Aswaaq supermarkets, Invenda UAE 200+ digital screens, Invenda KSA 250+ digital screens

Founded: 1995 Holding Group: Choueiri Group CEO: Pierre Choueiri COO: Fawzi Tueni FTueni.AOUAE@choueirigroup.com LEADERSHIP PANEL As part of Choueiri Group which channelises advertising budgets across the full spectrum of communication platforms (TV, radio, print, digital and outdoor), Arabian Outdoor UAE has served as a market-leading force in the UAE’s OOH market since 1995. Today the fully integrated media house extends a comprehensive range of outdoor vehicles – varying from lamposts, megacoms, unipoles and bridge banners to the largest and most strategically significant mupi network in the UAE. The company’s track record of innovation reflects its vast capabilities and dedication to providing advertisers with greater flexibility, creativity and effectiveness.

Pierre Choueiri CEO

PROPERTIES: Dubai: 800 mupis; 661 lamposts; 65 megacoms; 7 unipoles; 4 SZR bridge banners; Dubai Canal Abu Dhabi: 414 mupis; 109 megacoms; 27 unipoles Fawzi Tueni COO

October 30, 2023

Founded: 1996 HQ: Dubai Number of staff: 34 www.backlitemedia.com/ info@backlitemedia.com +971 4 446 7540

LEADERSHIP TEAM

James Bicknell

James Harrison

CEO

Chief Operating Officer

Based in the United Arab Emirates, with offices in Abu Dhabi and Dubai, we are a specialist, multi-national Out of Home (OOH) media company. We have a well-justified reputation for our sites’ elegant and unique designs and are known for only installing them in the most prestigious locations. We are the number one partner with the Dubai RTA, with stand-out locations along Sheikh Zayed Road and high-profile malls and cinema advertising in the UAE. We have also partnered with Al Qana and The Galleria, Al Maryah Island to manage their extensive digital networks, installed at iconic outdoor retail and leisure destinations across Dubai. PROPERTIES: Dubai: 23 unipoles (2 digital) on Sheikh Zayed Road between World Trade Centre Roundabout and Mall of the Emirates; 2 unipoles on Sheikh Zayed Road at the main entrance to JAZFA; 6 premium digital boards on Sheikh Zayed Road between the World Trade Centre Roundabout and Mall of the Emirates; 1 LED hoarding on Al Safa Road; City Walk on Safa Road; Al Seef on Al Seef Road; The Beach by Jumeirah Beach Residences; Dubai Festival City; Cinemas – Roxy Cinemas and Novo Cinemas across the UAE. Abu Dhabi: The Galleria Al Maryah Island; Al Qana

Dean Crossland

Ahmed Emam

Chief Financial Officer

Chief Sales Officer

Ali Chab Head of Malls and Cinema

INDUSTRY SNAPSHOT

JAMES HARRISON Chief Operating Officer, BackLite Media WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Integrating new technologies with Out of Home (OOH) advertising has significantly boosted the industry, from the use of data and AI to the advancements in LED technology. Interestingly, data quality and utilisation were not prominent considerations for the UAE market until 2019, but have become widely discussed topics. As we accumulate more data from our landlords and third-party suppliers and deepen our comprehension of its potential, we are better equipped to leverage this for the continued growth of the OOH advertising sector. We can’t talk about technology without talking about AI, but is it really being used in the OOH sector? I can confirm that it’s here and assisting us; to predict traffic flows with AdMobilize, analyse content to enhance creativity with Neurons, and gauge attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign.

WHAT ABOUT THE EVOLUTION OF DOOH?

We have observed a digital trend worldwide, and it is now unfolding right here as well. Through a market assessment and a deep understanding of the environmental factors, we have successfully installed industry-leading DOOH screens capable of withstanding even the harshest conditions.

BackLite’s transition from traditional static billboards to dynamic digital screens has marked a transformative era in content delivery, empowering advertisers with real-time updates plus flexibility and standout campaigns. This transformation has fostered a culture of creative innovation, manifesting in captivating FP3D campaigns and interactive features that engage audiences. Our integration with cutting-edge technologies such as live-data feeds and location-based services has allowed us to target audiences and deliver contextually relevant content. We recognise that digitisation alone isn’t sufficient. To truly excel, we’ve incorporated data into our strategy, providing clients with comprehensive reports highlighting metrics like playouts, impressions, reach, and frequency, enabling them to make informed decisions and maximise their impact.

WHAT CAMPAIGN CAUGHT YOUR EYE?

Globally: Surreal Billboards in the UK – Social Buzz. Locally: Lego on SZR - May the 4th be with you. Special Build, Timing and Relevance

WHAT ARE CLIENTS ASKING YOU FOR?

They are increasingly seeking more data-driven and results-oriented solutions. They are asking for better audience targeting capabilities to ensure their messages reach the right people at the right time. The demand for Programmatic Digital Out of Home (PrDOOH) is also on the rise, as it provides the efficiency and flexibility to optimise campaigns in real time. Also, they are looking for creative and interactive OOH formats that can captivate audiences and make their brands stand out, like branded billboards, special builds and FP3D content for a social media buzz. Overall, clients seek innovative, data-backed, and engaging OOH advertising solutions to drive tangible results for their marketing efforts.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX? With the journey towards PrDOOH, we have established an ecosystem that provides comprehensive data sources and solutions, catering to our clients at every stage of the marketing funnel; we call this BackLite 360. Our commitment extends to embracing automation through programmatic campaigns, where we list our inventory on Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs), allowing brands to incorporate our screens into their omnichannel campaigns seamlessly.

October 30, 2023

Founded: 1999 Ownership: Motivate Media Group and Val Morgan Network HQ: Dubai, UAE Number of staff: 30 www.motivatevalmorgan.com valmorgan@motivate.ae +971 4 390 3550 Motivate Val Morgan Cinema Advertising, a joint venture company by Motivate Media Group and Val Morgan Cinema Network, represents cinema advertising sales across leading cinema exhibitors in United Arab Emirates, Saudi Arabia, Oman, Qatar, Bahrain, Kuwait, Lebanon and Egypt.

LEADERSHIP TEAM

Ian Fairservice

Avinash Udeshi

CEO

COO

Ahmed Ramadan

Devanand Kerkar

Regional Sales Director

Senior Regional Finance Manager

Delivering comprehensive on- and off-screen advertising and activations, Motivate Val Morgan provides advertisers with a unique avenue to reach audiences at scale on an unparalleled and memorable screen format designed to capture attention. Motivate Val Morgan’s expansive coverage extends to 1000+ screens across 100+ locations encompassing both metropolitan and regional areas across prominent cinema entities including AMC Cinemas, Cinemacity, Cinépolis Cinemas, Muvi Cinemas, Oscar Cinema, Reel Cinemas, Royal Cinemas and VOX Cinemas. KEY INDUSTRY ADVERTISERS: Telecommunications, Gov. Departments, Automobiles & Services, Banking, Finance, Insurance, Healthcare, Medical, Hospitals, Cosmetics, Perfumes, Hygiene, Watches & Jewellery, F&B, Fashion & Clothing, Restaurants, Cafés AWARDS: Most awarded cinema advertising partner in the world – Dubai Lynx, Effie, The One Show, Cristal, Proxama and a Cannes Lion.

Dumindrini Ratnayake Marketing & PR Manager

LEADERSHIP TEAM

Sergey Gorbatov

Andrew Kormysh

CEO

Managing Director, Marketing and Finance

Ownership: Blue Ad Group Founded: 2022 (in the region) Regional headquarters: Dubai Number of staff: 10 www.bluead.ae info@bluead.ae Bashar Turk

Ola Ghoneim

Senior Advisor

Lead Sales Manager

Blue Ad is a spectacular digital out-of-home media operator, with over 20 years of presence in the USA, Russia and UAE. We own and run, the only one in the world, a vessel equipped with 3D LED screens in Dubai, along with other unique state-of-theart video screens, digital unipoles and static installations on major roads. PROPERTIES: Hoardings on Al Khail Rd - Al Jaddaf, Zabeel/Dubai Mall, Business Bay/Meydan One, Dubai Hills; Hoarding on Hessa St - Jebel Ali Racecourse; DUP on Hessa St – SaudiGerman Hospital; 3D-digital vessel; Large Format Building Wraps Advertising – SZR, Downtown, Hotel Carlton

Yousef Abu Gharbieh

Mohamed Ali

Chief Sales Manager

Business Development Associate

October 30, 2023

BILLBOARDS IN DUBAI:

A VISUAL SYMPHONY of real estate. Billboards enable you to display high-resolution images and captivating visuals of your properties. In a city that thrives on luxury and aesthetics, the power of visual representation just cannot be overstated.

n a market as competitive as Dubai’s, it’s all and only about seizing opportunities and maximising visibility. Danube Properties has astutely leveraged outdoor media as a foundational element within our comprehensive brand strategy. This dynamic approach has not only been instrumental in establishing our brand but has also yielded substantial gains in market share. Our customer base at Danube is notably diverse, encompassing both residents and expatriates hailing from various cultural, religious, and national backgrounds. They are a discerning, globally aware audience, well-versed in international standards. Outdoor media, by its nature, transcends linguistic barriers, positioning it as an ideal medium to engage with this multifaceted demographic. This versatility enables property developers such as us to seamlessly connect with both local and international audiences, ensuring that our branding initiatives are inclusive and expansive in scope. With a project launch approximately every 45 days, consistency becomes the linchpin of effective branding. Outdoor media offers a continuous and unwavering presence, a vital asset in the fiercely competitive real estate arena of Dubai and the broader UAE. This sustained visibility serves as a potent tool for reinforcing brand recall, solidifying our developer’s standing in the minds of consumers, and enhancing the likelihood of their preference over competitors. Equally significant is our commitment to showcasing the architectural magnificence of

Danube’s projects. Outdoor media provides the perfect canvas for the full display of our developments, offering high-quality visuals and creative designs that enable us to craft compelling visual narratives, effectively conveying the core of our properties. For us at Danube, billboards in Dubai share a similar ethos: Size matters: Billboards, by nature, are impossible to ignore. 30-60-90 metres billboards offer an unmissable opportunity to display your properties, giving you an edge in a competitive market.

Local and international appeal:

The UAE’s diverse population includes both locals and expatriates from around the world. Outdoor media transcends language barriers and appeals to a broad demographic. This versatility ensures that property developers can engage with both local and international audiences, making branding efforts inclusive and far-reaching. Strategic locations: Dubai is a city of thoroughfares, where traffic moves swiftly. Billboards on Sheikh Zayed Road right from the northern emirate are strategically positioned to multiply your visibility by many folds in just a few minutes. 24/7 visibility: The dynamic nature of real estate means opportunities can arise at any time, day or night. Billboards ensure that your properties are presented to the public at all hours. This consistency is essential in a city that never sleeps, and real estate transactions happen at a fast pace. Impactful imagery: The adage, “a picture is worth a thousand words”, is profoundly true in the context

DOOH’S METEORIC RISE The transformation of billboards into dynamic digital assets is not unique to Dubai; it is a global trend that has taken the advertising world by storm. In fact, the digital Out of Home industry is projected to be one of the fastest-growing segments in the advertising market. Outdoor media has not only survived but thrived in these digital times, undergoing a remarkable evolution. One of the key transformations is the integration of digital technology into outdoor advertising. Digital billboards, interactive displays, and dynamic signage have become commonplace. These digital outdoor displays offer brands unprecedented flexibility, allowing them to change their messages in real-time, target specific demographics, and even interact with passersby through technologies like QR codes. INTERACTIVE CENTRE STAGE One of the most exciting aspects of DOOH advertising is the potential for interactivity. In Dubai, a city known for its technological advancements, it is only natural that billboards have become interactive, engaging the audience in innovative ways. By scanning a QR code or sending a text message, passersby can access additional information, special offers or even make purchases directly from the billboard. This level of engagement not only makes the advertisement more effective but also provides valuable data on consumer behaviour. Digital billboards are equipped to display real-time information. For instance, a digital billboard can showcase the latest available properties in a specific area, complete with images, specifications, and contact details. Moreover, digital billboards can be customised based on the time of day, weather conditions, or even the demographics of passersby. For instance, an advertisement for a luxury car can be programmed to appear more frequently in areas with higher-income demographics, thereby making advertising more targeted and efficient. The future of outdoor advertising will likely see further integration with technology. With the proliferation of smart cities and the Internet of Things (IoT), billboards could become hubs of information and connectivity. They might provide real-time traffic updates, weather information, and even offer directions to nearby attractions. By Errol Marquis, Head of Marketing, Danube Properties.

October 30, 2023

How Out of Home is embracing digital innovation OOH is increasingly being used by marketers for interactive storytelling, says Viola’s Ammar Sharaf

he Out of Home (OOH) advertising industry is constantly evolving, with new technologies and platforms emerging all the time, presenting a unique opportunity for brands to be creative and reach their target audiences in new and innovative ways. Creativity is the lifeblood of the advertising industry, and as digitisation becomes the norm, the ability to inspire imagination has taken on new dimensions in both the traditional and digital Out of Home (DOOH) sectors, providing almost unlimited opportunities for creative professionals to push the boundaries and captivate audiences. In the digital realm, creativity is being unleashed through interactive and immersive experiences, and now, as brands have a plethora of channels to engage with their audience, creative campaigns have the ability to go viral and reach millions of people in an instant through genuinely outstanding content that resonates with viewers as people share entertaining content on social media, extending the reach of a campaign beyond the physical. Digital platforms provide endless possibilities for storytelling. From interactive ads that allow users to engage with the content, to personalised experiences based on user preferences, the digital landscape is a playground for creative minds, driving innovation in DOOH. As technology continues to advance, creative minds are finding new and exciting ways to leverage innovations like augmented or virtual reality, 3D mapping, and more, to create immersive and memorable experiences for viewers that blur the lines between the physical and digital worlds. In the traditional Out of Home industry, creativity can take a different form but is equally powerful. Billboards, transit ads and other OOH displays have long been the core staples of advertising, and now, as traditional static billboards are being augmented by dynamic digital displays that can change content in real time, there are countless opportunities for more targeted messaging and the ability to deliver contextually relevant content. But it’s the convergence of digital and OOH where the magic happens.

Integrated campaigns that seamlessly blend digital and physical experiences have the power to leave a lasting impact on audiences. For example, a brand might launch a digital campaign that encourages users to interact with a mobile app, and then extend that experience into the physical world with interactive billboards that respond to user actions, creating a multi-dimensional experience that captivates and engages audiences at every touchpoint. However, it’s important to note that the digital and OOH industries can also face certain challenges in terms of creativity. It’s feasible that a constant bombardment of content in the digital space can lead to consumer fatigue and a lack of attention as advertisers attempt to creatively outdo each other in often cluttered urban environments. To overcome these challenges, creative professionals must think outside the box and find new ways to capture attention. This requires a deep understanding of the target audience, their behaviour and preferences, through accurate metrics, data analytics and insights, enabling creatives to construct campaign solutions that resonate with audiences on a more personal level. Meanwhile, the unique medium that is OOH, which needs no ‘carrier’ like all other advertising, is part of the fabric of all urban environments, unskippable, unblockable, it is a unique real-life canvas that provides almost unlimited creative possibilities, a powerful and versatile medium that can capture attention, deliver messages, and inspire actions. But of course, creating impactful outdoor content requires a solid combination of art and science, coupling creativity, design and visual aesthetics with strategic planning, research and data-driven decision-making to nurture campaigns that create meaningful contextual relevance. Content that evokes a strong emotion is more likely to be remembered, shared and acted upon. OOH and DOOH platforms enable brands to create these powerful emotional connections. OOH is increasingly being used by marketers for interactive storytelling and hyper-targeting on a grand scale. With the

“The Out of Home industry is thriving, fuelled by advancements in technology and the relentless pursuit of innovation” addition of DOOH, the whole industry and business model has fundamentally changed to the point where full-funnel marketing with an omnichannel approach allows brands to shake hands with customers wherever they begin their journey and follow them across channels while presenting multiple touchpoints. In this way, each consumer can follow the journey that suits their browsing style to arrive at your product’s endpoint when they are most likely to search, shop, click, share, or visit. To cut a long story short, creativity in the digital and Out of Home industry is thriving, fuelled by advancements in technology and the relentless pursuit of innovation. The evolving digital landscape offers interactive and immersive experiences, while OOH creativity brings advertising into the physical world. By combining the strengths of both realms, integrated campaigns can create powerful and memorable experiences, and as long as we keep on pushing those boundaries, new horizons beckon.

By Ammar Sharaf - Founder and CEO of Viola Communications

October 30, 2023

The newest Abu Dhabi International Airport Terminal A provides a ground-breaking media platform, writes JCDecaux

bu Dhabi’s outdoor advertising scene is about to become even more captivating with leading global player JCDecaux extending its presence to the upcoming Abu Dhabi International Airport Terminal A in November. Terminal A, one of the largest in the world, features extraordinary architectural elements as it boasts one of the single-standing biggest domes (52-metres high and 180-metres long), and the world’s largest baggage handling system (19,200 bags per hour). Behind this ambitious project, stands Abu Dhabi 2030 Vision aiming at positioning the UAE capital as a recognised tourist and cultural hub competitive at a regional, and global, level. Notably, Terminal A will welcome a staggering 45 million passengers annually, a significant leap from the current terminals’ capacity. JCDecaux has been the exclusive advertising concessionaire at the previous Abu Dhabi International Airport over the past 10 years, and the signing of the new 10-year advertising contract for Abu Dhabi International Airport Terminal A, reconfirms

the solid partnership with Abu Dhabi Airports, paving the way to further consolidate JCDecaux’s OOH leadership in the Middle East, with a strong presence in over 35 airports in Bahrain, Kuwait, Oman, Saudi Arabia, and the UAE. The launch of Abu Dhabi International Airport Terminal A will unveil a groundbreaking media platform that blends in perfectly with the architectural elements, keeping in consideration aesthetic principles and passenger journeys. This includes the latest generation of digital media with 85” LED screens delivering reach and frequency, iconic media walls offering an immersive experience to passengers, innovative dynamic lightboxes, premium sponsorship opportunities and exclusive VIP networks. The media offer, supported by an ambitious data strategy and a shift to more digital solutions, will indeed offer brands the ability to better qualify and target specific audiences. Wissam Zaatar, Managing Director of JCDecaux Abu Dhabi, Bahrain and Kuwait, said: “We are proud to start a new chapter in Abu Dhabi with the new Abu Dhabi International Airport Terminal A. Our group has been delivering innovative advertising solutions that enhance the passenger experience while providing brands with unparalleled exposure and this has been the spirit of our platform at Terminal A. “As the number one worldwide in airport advertising, we will continue to use our expertise in media and audience data measurement to enhance the efficiency of

SHAPING THE FUTURE

OF AIRPORT

ADVERTISING

the campaigns and ensure relevance to the passengers thus elevating their experience.” Positive winds are indeed blowing in the region, with traffic in the Middle East predicted to return to pre-pandemic levels in early 2024, according to the latest IATA data. But Abu Dhabi International forecasts are even more encouraging, as traffic is on track to overachieve 2019 levels by December 2023 (+6 per cent based on the “Traveller Statistics” figures). Airport advertising success is easy to explain. A captive environment, long dwell times, decluttered spaces, and statutory media formats; these are the simple but unique elements that make airports the ideal media platform for brands not only looking to increase brand awareness, but also to engage with audiences who are more receptive to ads. Recent studies assessed airport advertising efficacy and compared it to other media. It ranked first in perceived value (with a 111 score) vs. TV (101), print (100), mobile (95) and online (94), proving to be more effective to reach premium audiences, especially business travellers, who are now back to face-to-face meetings around the world. Another recent study conducted by JCDecaux New Zealand and Neuro-Insight titled “Leveraging the Airport Mindset for Influential Campaigns” confirmed that 95 per cent of the decisions we make are driven by our subconscious. A series of scientific tests confirmed that OOH delivers memory encoding, a brain process that plays a crucial role in storing memories. JCDecaux airport media are always strategically located so to create touchpoints with the passengers in proximity to the key moments of the journey. In this way, ads can tap into emotional intensity peaks and, therefore, ensure higher rates of memory encoding by passengers. Namely, the external pick-up and drop-off, pre-departure and departure gates, presecurity areas and luggage claim. Advertising in one of these contexts can supercharge ads’ memorability and influence a purchase by 86 per cent. JCDecaux is a trendsetter when it comes to OOH. Its pioneering spirit will add great value to the Abu Dhabi OOH scenery - on one hand by offering advertisers cutting-edge media solutions; on the other hand, through a steady digitalisation and data plan allowing brands to better target specific audiences on the move. This is an unmissable opportunity for local and international brands wanting to benefit from the momentum of the launch and get the most from a premium platform to engage with a premium audience, from business decision-makers to luxury shoppers.

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October 30, 2023

CREATIVITY: CONTINUING TO ELEVATE OOH ADVERTISING OUTCOMES Brands are creating new avenues for captivating audiences, says Arabian Outdoor’s Fawzi Tueni

s the beating and pulsating heart of the dynamic and ever-changing advertising world, creativity has served as the foundational bedrock and most fundamental catalyst for our entire industry since its inception. More recently, it has also gained accelerated momentum for being the most potent driving force propelling our transformation and sustained advancement into the future. Today, amid the massive blur and persistent proliferation of digital and online campaigns, one legacy advertising medium remains sharply focused, robustly grounded and practically impossible to ignore. This is where OOH advertising and its uniqueness truly rise above. Topping-up the medium’s inherent capabilities, let’s take a deep dive into the remarkable affinity between creativity and OOH, to see how brands are leveraging innovation and imagination to create new avenues for captivating audiences in the great outdoors. For as long as any of us can recall, Out of Home advertising has featured as a hovering presence in our everyday lives. From the towering billboards gracing our cities and streets, to the down-to-earth transit ads, posters and interactive installations which effortlessly enable brands to entertain, inform and inspire us, the entire OOH ecosystem has now become an inherent part of our contemporary urban landscape. Stepping out into the current world, where we are increasingly surrounded by screens and digital distractions, OOH advertising is standing out once again to prove its worth, as a highly resilient and adaptable canvas which advertisers can count on to engage with consumers on the move. Objectively speaking then, the core challenge for OOH advertising demands that advertisers effectively capture the attention of an increasingly distracted and mobile audience. This is where creativity is taking centre stage, enabling brands to not only stand out and shine, but to also create memorable and meaningful interactions, all within the limited time and space which they have available. This is where one of the most notable hallmarks of OOH advertising - its ability to relay compelling brand narratives through imagery – comes into play.

‘‘OOH ADVERTISING IS ENABLING BRANDS TO INSTANTLY CONVEY THEIR MESSAGE AND FORGE DEEPER EMOTIONAL BONDS WITH THEIR CONSUMERS” EMOTIONAL BONDS In this heightened era of video supremacy, technology is swiftly changing the face of creative OOH, delivering a more dynamic view that extends far beyond static billboards. With greater avenues to envision and exercise boundless creativity, OOH advertising is enabling brands to instantly convey their message and forge deeper emotional bonds with their consumers. This is now being achieved through highly immersive and interactive experiences that truly engage and entertain audiences. This virtual yet physically tangible playground of motion and action extends a plethora of new technologies, options and realities to advertisers which are coming together at breakneck speed to ignite their creative flame. Today, advancements in

Augmented Reality are blurring the lines between the physical and digital worlds, allowing pedestrians to interact with virtual elements. OOH advertising is also extending the reach of brands and bridging the gap between the physical and digital realms by employing numerous other creative means, including QR codes, social media integration, and mobile app connectivity, all of which are seamlessly transitioning consumers from the physical world to the digital space to facilitate an enhanced overall brand experience. Creativity is also enabling advertisers to leverage the context of where their OOH advertising appears, as campaigns are now making the most of location-specific elements to deliver messages that resonates with geographically relevant local audiences. With a natural tendency to spark conversations and create lasting impressions, the tangible nature of OOH advertising allows brands to engage multiple human senses. From sights to touch, experiential installations are giving life to more opportunities than ever before for direct engagement with products and services. To size up all these benefits, it would be fair to state that the impact of creativity when it is rightfully infused into OOH is totally quantifiable and measurable. Innovations in OOH measurement technologies are firstly enabling advertisers to better track the typical media metrics such as reach and frequency. Moreover, they are compelling advertisers to explore how OOH can also play a bigger role to impact middle and lower funnel activities. A great example of this would be brands looking to bridge the offline and online worlds by converting OOH’s reach into digital transactions. In a world cluttered with infinite digital distractions and white noise, OOH advertising stands tall as a tangible testament to the enduring virtues of creativity, redefining how we connect with brands under the vast, open skies. As technology continues to spark greater innovation, the future of OOH advertising promises even more exciting possibilities for those who are willing to explore the limitless horizons which only creativity can bring to light. By Fawzi Tueni, COO of Arabian Outdoor

October 30, 2023

Founded: 2004 Ownership: Qatar Development Bank HQ: Doha, Qatar Number of staff: 125 www.elan.qa +974 4428 2830, +971 4428 9430 elanmedia@elan.qa, elanmediadubai@elan.qa

LEADERSHIP PANEL

Jaber Al Ansari

Bill Fordyce

Group Chief Executive Officer

Chief Operating Officer – Media

Johnny Saba

Khalid abu Saada

Media Sales Director

ELAN Media is the leading Qatari media company and is committed to driving innovation and excellence in advertising by offering a mix of media channels, such as digital out-of-home, static out-of-home, cinema, online and radio advertising. We offer high-impact advertising assets and high-value creative opportunities for brands. ELAN Media pioneered DOOH and programmatic DOOH in Qatar and is at the forefront of implementing technology to embed data in all its assets. PROPERTIES: Static Out-of-Home: Our static outdoor assets cover all the municipalities in Qatar, including Lusail City and The Pearl Qatar. The range of ELAN Media’s advertising platforms includes MUPIs, Seniors, Unipoles, Scaffolding, Flag Poles, Bus Shelters, Bridge Banners and Wall Wraps with a total number of over 2,000 faces. Digital Out-of-Home Assets: ELAN Media’s most advanced Digital network in the region is located within the malls and on the roadsides – Mall of Qatar, Doha Festival City, Ezdan Mall, Msheireb Downtown, Place Vendome, Mall of Muscat, Sohar China Downtown, Al Waab area and in various iconic locations in Lusail with total screens of 477. Cinema: ELAN Media exclusively represents Novo Cinemas in Qatar and Oman with 78 screens.

Tim Hufford

Sameeh Kanaan

Media Sales Director

INDUSTRY SNAPSHOT

JABER AL ANSARI Group Chief Executive Officer, ELAN Group

WHAT EFFECT IS TECHNOLOGY HAVING ON THE QATARI OOH SECTOR?

OOH clients and agencies in Qatar are just like those in the rest of the world. They all seek greater visibility and transparency for their advertising dollars. ELAN Media is fortunate enough to have an excellent relationship with the country’s leading telecom operator, Ooredoo. Together with Ooredoo, we launched the region’s most advanced audience measurement system, InMotion, which relies on real-time and actual data from the country’s telecom network. This system provides advertisers and agencies with in-depth demographic and impression data, without the need for extrapolation or sampling. As the market leader, we want the InMotion data to be available to the entire market as we think this will grow it and ultimately benefit all agencies and clients and demonstrate the increasing professionalism of the sector here.

HAVE YOU SEEN A CAMPAIGN RECENTLY THAT CAUGHT YOUR EYE?

Qatar has had the good fortune to host some of the world’s leading events over the past twelve

months. Starting with the FIFA World Cup 2022™ and up to all the events that are happening in 2023 and Q1, 2024 that include the Qatar 2023 Formula 1 Grand Prix, the Doha Expo 2023, the 2024 Asian World Cup and others; Doha is now a preferred and proven destination for world-class events. All these events attract many international brands to our country and to ELAN’s large network of over 2,000 signs. We have so seen many incredible 3-D implementations from clients like Visa, Coca-Cola, QNB and others. In addition, we are seeing many of the world’s leading luxury brands targeting Qatar’s high-net worth residents and nationals. And as we all know as industry professionals, brands, such as Cartier, LV, Gucci, Bently and others, always develop and shoot impressive and dynamic artwork, so it is hard to pick just one!

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

We all hear the same things about ‘omnichannel’ campaigns. But, ELAN Media is unique in that it has a truly full offering of media options, such as cinema, outdoor, in-mall advertising and reaches the

important radio audiences through our partnerships with Mazaji and Habaeb stations. We also have a large online department that works with advertisers to integrate OOH campaigns with social media and local publishers. We have exclusive relationships with leading Qatari publishers and continuously work to link social media with various campaigns on sites like ILoveQatar, QatarLiving, Doha News, and hundreds of annual OOH campaigns.

October 30, 2023

LEADERSHIP PANEL

Founded: 2011 Office: Dubai, UAE Number of staff: 25 www.elevision.com marketing@elevision.com +971 4 360 8089 Elevision owns and operates one of the largest DOOH networks in the UAE. With a network of 1,600+ screens reaching 191M+ monthly impressions, Elevision provides advertisers with unparalleled access to the region’s most affluent consumers. Elevision’s proprietary media technology enables its clients to deliver dynamic video content, custom-tailored to their audiences and objectives.

Niall Sallam

Eamon Sallam

Chief Executive Officer

Chief Operating Officer

Husam Abukoush

Daniel Wright

Chief Financial Officer

Sales Director

PROPERTIES: 1,175 residential elevator screens; 402 commercial elevator screens across Dubai and Abu Dhabi’s prime locations; 46 large-format digital screens and 2 roadside hoardings across DIFC network (commercial).

Rami Aboul Hosn

Roxy Kairuz

Director of Business Development and Partnerships

Content Director

INDUSTRY SNAPSHOT

NIALL SALLAM Chief Executive Officer, Elevision

WHAT EFFECT IS TECHNOLOGY HAVING ON THE DOOH SECTOR?

There are many industry innovations affecting both advertisers and audiences alike. AI and AR are transforming solutions that can be offered to advertising clients, while also positively impacting engagement and retention with audiences. IoT is also contributing to audience measurement and attribution modelling – as a result, we can offer advertisers more precise and engaging campaigns, and property managers more brand and messaging visibility-enhancing ROI and customer/resident engagement.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

The evolution of DOOH has been remarkable, transitioning from static billboards to dynamic, data-driven experiences. This transformation has paved the way for an exciting future, where DOOH seamlessly integrates into smart cities, providing real-time updates and personalised content to engage audiences like never before.

Additionally, DOOH’s commitment to sustainability is promising, with efforts to reduce environmental impact while enhancing overall effectiveness, promising a greener and more engaging advertising landscape for the years ahead. This continued innovation ensures that DOOH remains a dynamic and influential medium in the ever-evolving world of advertising.

HAVE YOU SEEN A RECENT DOOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

Earlier this year, Bulgari partnered with us to celebrate a significant milestone. They not only showcased their campaign on our North Hoarding, but also dominated all our large format screens in DIFC. The captivating visuals on our screens beautifully exemplified the power of DOOH, while strengthening brand presence.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients are increasingly looking for immersive ideas to captivate their audiences. They’re interested in circuit takeovers to dominate specific locations and testing circuits for optimising campaign effectiveness. They also want to harness the power of analytics and AI to better understand their target demographics, optimise ad placements and measure the impact of their DOOH campaigns.

HOW CAN DOOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

DOOH is already a powerful tool, but there’s a need for more education about its impact and effectiveness. It should be seen as a storytelling tool that weaves the brand’s narrative throughout the customer journey, playing a pivotal role in all components of the marketing mix, from product placement to promotion.

October 30, 2023

LEADERSHIP PANEL

Founded: 1992 Holding Group: Group Plus Holding HQ: Dubai Number of staff: 85 www.groupplusmedia.com +971 4 275 4700 info@groupplus.ae Knowledge is power, and market knowledge is what we possess by exploring true potential and vitality in the outdoor media landscape without sparing any efforts to follow the latest technologies. With these core values, Group Plus has been pivotal in the growth and development of outdoor media in the region since 1992. PROPERTIES: Dubai: 60 Lampposts on Sheikh Zayed Road stretching from Business Central Tower to Bluewaters Entrance; 31 Lampposts inside Deira and Clock Tower; 4 Megacom LED and 1 Unipole LED Screen facing Dubai Mall, DIFC and Boulevard entrances; 1 Tower LED screen on Hessa street; 1 Hoarding on Sheikh Zayed Road; 1 Unipole on Al Khail road Lebanon: 2,000 4x3 Megacoms; 6 LED Screens; 75 Unipoles, Rooftops, Minipoles and Wall Banners. Bahrain: 1245 Lampposts; 50 Megacoms; 2 Hoardings; 45 Unipoles, Rooftops, and Wall Banners; 45 Muppies

Roy Chehwane

Patrick Aoun

General Manager Plus Holding UAE and Bahrain

General Manager Group Plus Bahrain

Joelle Ghorayeb

Mohamad El Dandachly

Executive Director Group Plus UAE

Sales Director Group Plus UAE

Haifa Hassan

Nivine Charif

Senior Sales Manager UAE

Sales Director Group Plus Lebanon

INDUSTRY SNAPSHOT

ROY CHEHWANE General Manager, Plus Holding UAE & Bahrain

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Technology has brought several effects on the OOH sector such as: Digitalisation: Replacing traditional static billboards with dynamic digital screens allowed for more flexibility, real-time content updates and targeted advertising for clients. Data-driven insights: New technology not only enables the collection of data and number of viewers but also provides an analysis of that data. This data helps advertisers understand audience demographics, behaviour and preferences, allowing for more precise targeting and better ROI.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

Digitalising provides more flexibility for the advertisers by replacing static billboards with dynamic and flexible content. Advertisers can easily update, customise and schedule content

in real-time, allowing for targeted advertising campaigns and quick message changes. Contextual relevance is the new norm where with the help of data and geo-targeting capabilities, advertisers can tailor content based on audience demographics, location, time of day and external factors such as weather conditions making their campaign more effective.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

All recent campaigns are using nice visuals that are simple and attractive; however, the Dubizzle, Bayut and PAN Homes’ campaigns were eye-catching due to the appealing colours used, the straightforward and simple message, and the widespread presence of their campaigns across Dubai.

WHAT ARE CLIENTS ASKING YOU FOR?

Location and quality.Securing a prime and good location is paramount for positioning their brands and reaching a larger audience. And in order to visually appeal and enhance the impact of the ad, a high-quality well-maintained medium is required.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX? For OOH to be better integrated into the marketing mix it needs to:

Be aligned with the overall marketing strategy of the campaign To use data-driven insights to identify and segment the target audience effectively To integrate OOH advertising with other marketing channels to maximise reach and impact To employ measurement techniques and leverage technology advancements

October 30, 2023

Founded: 2003 Headquartered: Dubai Number of staff: 130 www.hillsadvertising.com Info@hillsadvertising.com + 971 4 325 3130

Hills Advertising LLC was established in Dubai in 2003. Hills’ vision being to lead and actively develop the outdoor advertising market within the Middle East.

LEADERSHIP PANEL

Sami Al Mufleh

Hiba Momani

Founder and CEO

General Manager

Wassim Malkawi

Mahmoud Najjar

CFO

Head of Operations

Hills Advertising has become one of the largest and most experienced owner and operator of outdoor advertising in Dubai. The teams’ vast experience, creativity and passion for outdoor advertising have enabled Hills to become a valued media partner for local and international clients and agencies. PROPERTIES: Dubai: Sheikh Zayed Road (backlit bridge banners; free standing LED Bridges “Golden Gates”, Al Wasel Road (bridge banners); Al Khail Road (backlit bridge banners); Mohammed Bin Zayed Road (backlit bridge banners);Expo2020 Media on Expo Road and MBZ Road (backlit bridge banners, large format hoardings); Al Sofouh Road (backlit bridge banners); Bani Yas Road (LED unipole); Financial Center Road (LED Wall Sign); Airport Road (backit bridge banners, backlit lampposts); Dubai South & Maktoum Airport approach Rd. (backlit lampposts, flags, hoardings); Private Jet Terminal (solar mupis); Al Rebat Road (backlit bridge banners); Deira (bridge banners); Ittihad Road (backlit unipoles). Jordan: Unipoles, wall banners, bridges, lampposts covering the Capital Amman, Queen Alia Airport Road, Dead Sea Road, Aqaba City, Irbid City

Yasmin Balqar Communication Manager

leveraging technology and insights, to empower advertisers with targeted and impactful campaigns. As a sustainable media partner, JCDecaux is dedicated to incorporating eco-friendly materials, energy-efficient technologies, and responsible practices in their operations. Their commitment to data-driven excellence and sustainability makes JCDecaux Middle East a pioneering force in outdoor advertising.

Founded: Founded in 1964, operating in UAE since 2008 Regional headquarters: Dubai, UAE Number of staff: 79 www.jcdecauxme.com dubai@jcdecaux.com; abudhabi@jcdecaux.com +971 4 43 98 400 JCDecaux is the world’s largest outdoor advertising specialist and sole international player in the Middle East with presence in 6 countries: UAE (Dubai & Abu Dhabi), KSA, Oman, Qatar, Bahrain & Kuwait. In the UAE, they offer a broad range of advertising solutions in qualitative and uncluttered environments. What sets JCDecaux apart is their strong emphasis on innovation and data-driven strategies,

PROPERTIES Dubai: Dubai Airports: Exclusive Airport Advertising rights at Dubai International (DXB) & Dubai World Central (DWC) Jumeirah Beach Road: Only OOH media owner with over 320 lampposts covering the 15km stretch from Madinat Jumeirah until Union Flag TECOM Business Communities: 6 digital screens & 23 double sided MUPIs + 8 bus shelters (62 faces) covering Dubai Media City, Internet City & Knowledge Park Abu Dhabi: Abu Dhabi Airports: Exclusive Airport Advertising rights at Abu Dhabi International Airport (the new Terminal A) Large formats: 7 media assets located in three main areas of the city: Al Salam Tower Wraps (1) in Al Salam street, The Giant LED (1) in the Saadiyat – Yas highway, The Mega Hoardings (4) in the Saadiyat – Yas highway & The Shining LED (1) in Al Khalidiyah area

October 30, 2023

INDUSTRY SNAPSHOT

interactivity all contribute to enhanced integration.

SAMI AL MUFLEH

GIVEN THE REGION’S DIVERSE EXPATRIATE POPULATION, HOW WOULD YOU APPROACH TARGETING DIFFERENT CULTURAL SEGMENTS EFFECTIVELY IN OUTDOOR ADVERTISING CAMPAIGNS?

Founder and CEO, Hills Advertising

In the UAE’s diverse expatriate landscape, I would employ a highly tailored approach. This involves comprehensive market research, segmentation, bilingual content, cultural sensitivity and engagement with local and community events to resonate with each cultural segment effectively.

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

In recent years, technology has had a profound impact on the Out of Home (OOH) advertising sector, transforming the way advertisers engage with their target audiences and creating new opportunities for innovation and efficiency. One of the most notable effects of technology on the OOH sector is the advent of digitalisation. Digital billboards and displays have replaced traditional static billboards, allowing for dynamic and interactive content delivery. Advertisers can create eye-catching, real-time, and contextually relevant campaigns that capture the attention of viewers. Data-driven targeting is another significant effect. Technology enables the collection and analysis of vast amounts of data, including location data and audience demographics. This data-driven approach empowers advertisers to tailor their OOH campaigns with pinpoint precision, ensuring that their messages reach the right people in the right places at the right times. As a result, OOH advertising has become more personalised and effective. Programmatic advertising has brought automation and efficiency to OOH ad space buying and selling. Marketers can leverage programmatic technology to optimise their campaigns, reduce costs and improve campaign targeting. It streamlines the entire process, providing advertisers with more control and flexibility. In terms of measurement and analytics, technology has revolutionised our ability to assess the effectiveness of OOH advertising. Advertisers can now track key performance metrics, such as foot traffic and engagement rates, with greater accuracy. This data-driven approach ensures that OOH campaigns can be continually optimised for maximum impact.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients are increasingly interested in the ability to measure the impact of their outdoor campaigns. They request comprehensive analytics and reporting to understand key performance metrics, such as foot

WHAT ARE THE KEY METRICS OR KPIS YOU WOULD USE TO ASSESS THE SUCCESS OF AN OUTDOOR ADVERTISING CAMPAIGN IN THE UAE?

I would consider several key performance indicators (KPIs) to gauge the success of an outdoor advertising campaign in the UAE. These include foot traffic data, audience engagement metrics, conversion rates, and brand awareness measurements. Additionally, tracking website visits, social media interactions and specific campaign objectives would provide valuable insights into the campaign’s impact and effectiveness.

“We are committed to being at the forefront of technological innovation within the industry. We strive to make our advertising campaigns not only memorable but also deeply immersive” traffic, engagement rates, and the return on investment (ROI) of their advertising efforts.

IN WHAT WAYS CAN OUT OF HOME (OOH) ADVERTISING BE MORE EFFECTIVELY INCORPORATED INTO THE OVERALL MARKETING STRATEGY?

Out of Home (OOH) advertising can be better integrated into the marketing mix by employing data-driven targeting, synchronizing with other channels, utilising real-time content updates, increasing creative capacity. Additionally, aligning OOH campaigns with digital and social media efforts, measuring and analysing results, and promoting

WHAT IS THE LONG-TERM VISION FOR HILLS ADVERTISING?

The long-term vision of Hills Advertising is built upon several key pillars that align with our commitment to growth, innovation and creating lasting impact in this dynamic and diverse market. First and foremost, we are committed to being at the forefront of technological innovation within the industry, We strive to make our advertising campaigns not only memorable but also deeply immersive and impactful. Client relationships are central to our long-term success. We envision ourselves as trusted partners for our clients, delivering exceptional customer service and transparent, data-driven results. By offering value-added services and continuously refining our offerings, we aim to be the go-to choice for businesses looking to reach their target audiences effectively in the UAE. Expansion remains a critical component of our vision. We plan to expand our reach strategically across the region, targeting high-traffic areas and collaborating with local partners to increase our presence. This growth will ensure that we continue to deliver impactful outdoor advertising solutions to a broader audience.

October 30, 2023

s the world of Out of Home evolves, new technologies are allowing brands to become innovative with how they reach consumers. While OOH is often seen as old-fashioned, technology is helping to make it more modern and interactive with new tools and features. TikTok is one such player pushing the boundaries of OOH, having recently launched a new OOH ad solution called ‘Out of Phone’. It will enable brands to use TikTok content on billboards, within in-store displays and cinema promos. Brands can replay clips on a range of new surfaces, expanding the exposure potential of their promotions. The feature has three elements including Out of Phone: Billboard that enables

advertisers to use their existing campaigns on billboards and amplify them onto billboards all over the world. Brands can kick off a campaign on TikTok, generate authentic growth within communities and creators, and then amplify their work onto billboards reaching new audiences. Another innovation Out of Phone: Cinema aims to replicate the TikTok experience on cinema screens and capture engaged audiences during the pre-show with a segment of TikTok’s top content that brands can advertise alongside. The third element of the OOH ad solution is called Out of Phone: Other Screens, which enables ad partners ‘to bring engaging content directly to their audiences on their global networks and screens’. “With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life. From billboards to restaurants, gas stations to airports, we are on a mission to create endless ways for our community to experience the joy and creativity of TikTok,” said Dan Page, Global Head of Distribution, New Screens at TikTok. The solution is personalised for each partner, with tailored programmes meant to suit audiences in specific spaces and locations.

L’Oréal skincare brand CeraVe was one of the first brands to extend its TikTok ads campaign to OOH screens via a partnership with Adomni, a US marketing platform. CeraVe’s #CleanseLikeaDerm campaign, including the brand’s TikToks and creator content, was broadcast in Times Square. “With Out of Phone, we’re taking TikTok beyond the palm of our hands and into everyday life,” added Page. Using the new solution, brands can kick off a campaign on TikTok, generate growth within the platform’s communities and creators, and then amplify that work on the other platforms for extended reach, potentially helping tap into new audiences. Along with the social media platform’s many partnerships with the solution, including Redbox and Vevo, brands have begun experimenting with Out of Phone. The OOH launch follows other advancements on the ad front for the platform. A new functionality for marketers allows for ads to appear as part of a user’s search results. TikTok also outlined several new measurement capabilities intended to help

‘‘FROM BILLBOARDS TO RESTAURANTS, GAS STATIONS TO AIRPORTS, WE ARE ON A MISSION ” advertisers better track when campaigns result in conversions. Highlighting how versatile OOH has become, cosmetic brand Estée Lauder has launched a breast cancer awareness campaign titled ‘I never thought’ using the iconic Burj Khalifa. The campaign will focus on the importance of early detection, raising awareness surrounding the diagnosis journey while also touching on themes related to self-examination, community and a goal of a cancer-free future. ‘Beautifully United to End Breast Cancer,’ the campaign’s slogan, uses the side of the Burj Khalifa, while the Public Investment Fund Tower in Saudi Arabia will stand in solidarity showing support by adorning its entire façade in pink. Estelle Létang, General Manager of Estée Lauder Companies Middle East, said: “In the Middle East, where early detection can make all the difference, it’s vital that we raise awareness and inspire hope. “By uniting our partners and community, we can empower individuals across generations to stand together for the cause, because we believe that, together, we can make a significant impact on breast cancer in the Middle East region.” Both campaigns show just how much OOH is still an important part of a marketers tool box.

THE POWER OF OOH TikTok and Estée Lauder are helping push outdoor advertising boundaries, says Sonia Majumder

October 30, 2023

LEADERSHIP PANEL

Founded: 1999 Holding group: W Group Holding, a subsidiary of W Ventures Holding Headquartered: Dubai, with offices in Abu Dhabi and Beirut Number of staff: 67 www.hypermedia.ae +971 4 245 4600, +971 55 596 9517

Philip Matta

Khaled El Far

Group COO

Group CFO

Gerard Rustom

Ghada El-Kari

MD/CRO

CMO

Nassim Habib

Daniel Khalil

Head of Sales, Outdoor & Dubai Metro

Head of Sales, Retail Media

As creators of impact, Hypermedia empowers brands with intelligent DOOH and retail media experiences. Our expansive OOH network, the largest in the UAE, combines cutting-edge technology-driven media, strategically positioned prime locations and advanced data measurement tools. PROPERTIES: Dubai Metro: Signature – Naming Rights for 53 stations are on Red Line and Green Line; In-Station & In-Train: 1,500 digital screens, 800 illuminated sheets, over 4,000 assets of vinyl wrap (escalators, elevators, stairs, travelators etc). 53 activations promo area. 125 Trains: 2,750 overheads, 4,000 window stickers, 4,000 seat dividers. Outdoor: Z Gallery – Sheikh Zayed Road and heart of Dubai: 23 Iconic Arts, 13 LED Bridges, 21 Static bridges, 3 Static Illuminated Hoardings, 6 verticals, 780 pillars, 2 large LED hoardings, 2 Hoardings. Z others – prime outdoor locations 112 illuminated piers & 140 faces of Lampposts, 3 Hoardings. Destinations: state-of-the-art digital network and promo areas in Expo City Dubai, Palm Jumeirah and Nakheel communities. Retail Media: 40+ Malls in the UAE (MAF, AlDar, Wafi, Burjuman, Abu Dhabi Mall, Deerfield, Bawabet el Sharq, Dalma, Reem and Nakheel); In-Store – 240+ markets and hypermarkets in the UAE (Carrefour, Union Coop, Abu Dhabi COOP, LULU).

INDUSTRY SNAPSHOT

HABIB WEHBI Chairman & CEO, W Group (Hypermedia & DigitAll)

Through real-time audience measurement and smart triggered ads across our Dubai Metro, in-mall, and in-store digital networks, we’ve elevated the Digital OOH (DOOH) experience. The integration of a robust data ecosystem has fundamentally changed the face of OOH advertising, turning it into a dynamic media platform fuelled by actionable insights.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

WHAT IS THE EFFECT OF TECHNOLOGY ON THE OOH SECTOR?

Technology has been a transformative force in the OOH sector, revolutionising how brands connect with their audiences. At W Group and its subsidiaries Hypermedia and DigitAll, we’ve harnessed cutting-edge data technology to power our extensive media network, enabling our clients to create data-driven campaigns.

The evolution of DOOH advertising has been marked by a remarkable integration of smart data solutions, and W Group has been at the forefront of this transformation, particularly in the UAE. By seamlessly incorporating datadriven technologies into its extensive media network, W Group has not only revolutionised the DOOH landscape but has also extended its expertise to the wider GCC region. Through strategic partnerships with both regional and global data measurement companies, W Group has established a comprehensive data ecosystem. This ecosystem allows for the precise measurement of campaign performance, both indoors and outdoors, enabling marketers to optimise their return on investment through accurate metrics, by leveraging cutting-edge technologies like artificial intelligence, 3D visual sensors, and real-time triggers.

WHAT ARE CLIENTS ASKING YOU FOR?

Our clients are consistently seeking greater

measurability to substantiate their marketing investments. They’re looking for enhanced return on investment (ROI), and we’re addressing this need through our robust data measurement tools, as mentioned earlier. Additionally, we’re developing a dynamic digital media network that empowers them to craft more creative and engaging content, leading to more effective campaigns. This combined approach ensures that our clients not only achieve tangible results but also have the means to continually refine and optimise their strategies for maximum impact in the ever-evolving landscape of advertising and marketing.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

It’s crucial to recognise its newfound measurability and budget allocation capabilities. With advancements in data-driven technologies, OOH can now be tracked and analysed, providing concrete metrics for its impact. Moreover, OOH has the unique ability to target specific demographics with precision, ensuring that messages reach the right audience at the right time. Therefore, it’s imperative for marketers to shift their focus towards OOH as a primary channel, surpassing both online and traditional media, to harness its exceptional potential for delivering high-value, targeted impressions. This strategic shift can lead to a more balanced and effective marketing mix, driving enhanced results and engagement for brands.

October 30, 2023

have a love and hate relationship with outdoor advertising. I love it because, unlike other traditional advertising media spaces like film, the possibilities are endless and not bound to a screen, for instance. And I hate it because nothing really comes close to it. I’m talking craft, I’m talking impact and the absolute need to convey a crystal clear idea in an image and/or seven or less words. It’s tough. But it’s beautiful. Tackling this challenge opened my horizons to broader approaches to outdoor advertising in the first third of my advertising career. Coming from a small market like Portugal, in which one has to be smart with the limited budgets available, we always had to maximise the impact and ROI. From very early on, I realised that going beyond the traditional bus stop or 8x3m outdoor was more than a possibility, it was a must. Retail and window displays, street activations, installations, guerrilla marketing and other special executions became a staple in my arsenal. I could see people interacting with my ideas, taking photos, enjoying themselves, sharing them with friends and followers in blogs and, later, the early days of social media, with my very own eyes. Advertising was becoming a two-way street for me. That first third of my career ended with a bang. Or two bangs, let’s say. A Cannes Lions award for a project - that was actually more like 3 in 1 projects - for Lisbon City Hall and Citroen on street art, and several work trips to Istanbul. Well, people had told me that in Turkey, and especially in Istanbul, outdoor advertising was king. I dismissed those remarks with a snark. Until I got there. And, once again, I fell in love with outdoor advertising all over again. The sheer size, impact and influence in culture was prevalent and, truth be told, inspiring. Then I moved to London, in early 2013, kicking off the 2/3 of my creative journey. London felt – and still feels, for now, at least – like the centre of the ad world. And as an ‘ad nerd’, as Anselmo Ramos coined it, I was like a kid in a candy store: red double decker buses, Piccadilly Circus, tube stations and awesome parks and summer festivals. Paired with the potential of social media interaction and other innovative effects such as Augmented Reality and 3D, people could now interact, play with and personalise their branded experiences to their likings. How cool was that? Innovation was moving this beloved ‘traditional’ media forward at the speed of light. Paired that with some witty British humour and I was in copywriter’s heaven. The seeds of hyper-reality were starting to be planted, and I was ecstatic to be a part of it, working for different industries, such as entertainment, automotive, FMCG and sports. Outdoor advertising can house every category of products or services, every brand and any idea. Just browse through any awards show Outdoor category and you’ll see the most diversified types of mediums, executions and mechanics. Starting an ideation process with an inspirational key visual – that ends up becoming, most times,

retail stores across the entire Middle East, we can rest assured that it will be seen. So, it better be good. Outdoor advertising is, more than any other region in the world, the main vehicle to run comms messages, in a somewhat paradoxical landscape in which people aren’t really out and about all that much due to the weather. Sure, they drive everywhere, which just makes it all that much challenging. But when the idea is properly crafted, the photography and art direction are on-point, the writing is chef’s kiss, then you unlock something that no other medium, other than outdoors, has: a 1-2 punch of emotions, that will surely hit both brains and hearts. By Frederico Roberto, ECD at TBWA\RAAD

AN OUTDOOR STORY IN THREE ACTS Creating effective outdoor advertising is hard, says TBWA\ RAAD’s Frederico Roberto the main piece in outdoor advertising – is a great summarising exercise that we’ll force our creative brains to distill, improve, simplify and polish any spark of an idea that came tumbling into every creatives’ day-to-day. And then, we build from there: does it require or need a special execution or build? Can it be interactive? Can it go bigger? Smaller? Animated? Expanded? Movable? And here I am, having started my third decade in the advertising world, now in

‘‘OUTDOOR ADVERTISING IS THE MAIN VEHICLE TO RUN COMMS MESSAGES” Dubai, the centre of the new world (and not just the ad one). The place in which outdoor advertising is more than unavoidable, it’s an imperative in order to stand out, make a statement, and really show if an idea has ‘legs’. Be it being shown in the unmissable Burj Khalifa, other huge print outs in billboards, bridges or magnificent

October 30, 2023

LEADERSHIP TEAM

Founded: 2020 Ownership/holding group: Paul Abouchacra Office: Dubai, UAE Number of staff: 9 www.mediamixadv.com info@mediamixadv.com +971 50 687 6262, +971 50 497 7653

Paul Abouchacra

Mona Al Yousef

Managing Director, StarzMedia & Media Mix

Business Development Director

Zeeshan Anjum

Jennifer Alcober

Sales Manager

Media Manager

Lynn Abouchacra

Jafar Kadu Vettiyil

Business Development Executive

Videographer

With the support of its partnership with StarzMedia, Media Mix has been consistently growing and diversifying its inventory. “Our pledge, as Media Mix Advertising, is to continuously explore creative advertising opportunities for our clients. We love tapping into uncharted territories to leave minute marks that will create a lasting impact in the OOH scene. Small actions can lead to much bigger successes.” PROPERTIES: 2 Billboards – Canal Bridge - Jumeirah Beach Road 4 Unipoles – Dubai Festival City – Rebat Street & Nad Al Hamar Street 21 Unipoles – Sheikh Zayed Road – Jebel Ali to Abu Dhabi 1 Side Wall – DIFC – Al Saqr Business Tower 1 Digital Unipole – Al Maktoum Bridge – Tariq Bin Ziyad Street INDUSTRY SNAPSHOT

PAUL ABOUCHACRA Managing Director, StarzMedia & Media Mix

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

Technology has been having a significant impact on the Out of Home (OOH) advertising sector, and it is likely that these trends will continue evolving in the years to come. Some of the technological advancements we’ve witnessed in the OOH sector include: (1) the digitalisation of static billboards to display dynamic content that allows changing messages quickly and even target specific audiences based on time of day or location, (2) the efficient use of data and analytics (such as real-time traffic data, demographic data and location data) to optimise campaigns, (3) programmatic advertising for better targeting, (4) augmented reality and interactive OOH campaigns, (5) mobile integration like geo-fencing for more targeted and cohesive advertising strategies, (6) better measurement tools to assess ROI more accurately, and (7) sustainability in terms of having more energy-efficient and environmentally-friendly advertising mediums.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

Digital Out of Home (DOOH) advertising has been an evolving and dynamic sector within the

broader OOH advertising landscape. Through the technological developments and trends listed above, DOOH has been experiencing significant growth and transformation in becoming more dynamic, data-driven and interactive. Most importantly, this sector has also been adapting to the changing expectations of both advertisers and consumers.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

SeaWorld’s opening was the recent OOH campaign that really caught my eye for two reasons: (1) their dynamic media mix, and (2) their creative execution of the artwork. They did a great job at advertising through radio channels, LED digital bridge banners, a special execution on a hoarding on Sheikh Zayed Road (SZR) with a beautiful night-time exposure that gave the effect of water reflecting on it, the augmented reality and interactive digital screen in JBR, and 21 consecutive unipoles on SZR. Other recent campaigns that caught my eye include Etisalat’s Special Execution on 21 SZR unipoles with 84 cutouts and 42 red spotlights and Standard Chartered Bank’s hoarding with its LED lights and cutouts.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients’ needs will always be based on their campaign objectives as well as receiving the best value in terms of quality and service. Moreover, as technological trends continue to evolve, clients are seeking more creative solutions through the digitalisation and innovative

display of OOH mediums, along with proper measurement tools to evaluate the success of their campaign and assess ROI more accurately.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX? Integrating OOH more effectively into the marketing mix requires a strategic approach that aligns OOH campaigns with overall marketing objectives. There are several strategies to help OOH become a more integrated and impactful part of clients’ marketing efforts, such as: clear marketing objectives, audience segmentation, message consistency, cross-channel synergy, geotargeting and geofencing, data-driven insights, creative innovation, real-time adjustments and proper measurement tools.

Media247,

What it's all about.

n Media 247, we have always kept things genuine, ethical, simple yet professional. The company's philosophy has always been old school. We have always followed His Highness Sheikh Mohammed Bin Rashid Al Maktoum’s teachings which is a combination of old school ethics, consistency and high standard professionalism. When you embrace all the above consistently, success will always be the end result.

Rafiq Abu Hijleh President

October 30, 2023

LEADERSHIP TEAM

Founded: 2005 Holding group: Multiply Group Office: Dubai Number of Staff: 41 www.media247.ae servicing@media247.ae + 971 4 283 3471 Media 247 is a specialised outdoor advertising solution provider with more than 60 locations spread across UAE’s most strategic locations: Sheikh Zayed Road, City Walk, Al Khail Road, Al Garhoud and Ittihad Road. This makes us a preferable choice for outdoor advertising. We work with top local and international brands and agencies across most industries that run outdoor advertising campaigns with us. In addition to these large networks, we have maximised our media verticals with Dubai RTA airport and city taxis (transit media). We also provide our clients with the option to tailor their campaigns according to their needs. Digital screen ad.pdf

23/10/2023

Smitta Ozha

Charles Abi Semaan

CEO

Sales Director

Malika Elomri

Ruchika Mangalani

Associate Director

Loulwa Bibi Sales Manager

5:54 PM

Revolutionizing Dubai's Advertising Landscape With

Cutting-Edge Digital OOH

Coming Soon

Revolutionary, new out-of-home (OOH) advertising medium, powered by innovative technology. This unique and globally patented Escalator Step Branding Solution that gives brands an unrivaled opportunity to connect with audiences.

NOW AVAILABLE AT WAFI MALL CONTACT US TODAY

omran@motivate.ae +971 4 427 3000

October 30, 2023

LEADERSHIP TEAM

Founded: 2022 Holding group: Motivate Media Group Regional HQ: Dubai Number of staff: 3 https://motivatemedia.com/services/ooh-services/ omran@motivate.ae +971 4 427 3000

Anthony Milne

Christopher Trimble

Chief Commercial Officer, Motivate Media Group

Chief Executive Officer, Motivate X Motion Icon

Motivate X Motion Icon, represents an impactful Out of Home (OOH) advertising and safety solution powered by innovative and patented technology. This unique and globally-patented escalator step branding solution offers brands the unrivalled opportunity to advertise their products to a captive audience on the step-riser (face) of escalators. For the first time, brand owners have access to previously unavailable retail space to attract, influence and convert their target audience at the point of purchase. This extensive platform is available across the UAE and KSA, covering shopping malls, airports, exhibition centres, metro stations and many other high traffic locations. PROPERTIES: Dubai International Airport (safety campaigns), Wafi City Mall and additional properties included soon.

Omran Naseem Group Sales Manager

LEADERSHIP TEAM

Founded: 1986 Headquartered: Beirut + 10 local offices Number of staff: 300 www.pikasso.com Hughette.nassar@pikasso.com +971 50 115 7280

Hughette Nassar

Nicole Razzouk

Regional Commercial Director

Sales Director, Iraq

Dubai | Italy | Lebanon | Jordan | Iraq | Algeria | Morocco | Tunisia | Senegal | Mali | Ivory Coast | Armenia Pikasso is the number one OOH Advertising Company across the Levant and a leader in North Africa, West Africa and the Caucasus. The Group operates in 11 countries and in all segments of OOH & DOOH including billboards advertising, street furniture, retail & malls, transport advertising. Our focus is on ensuring audience engagement in prime locations and delivering creative opportunities to our advertisers through the combination of technology and innovation. PROPERTIES Large Format Digital Screens: Italy, Lebanon, Jordan, Iraq, Morocco, Algeria & Ivory Coast Classic Large Formats: 11 Capitals, 80 Main Cities & Towns in 11 Countries Billboard Advertising: 434 Cities and Towns in 10 Countries Malls Concessions: 75 Concessions, 7 Countries. Supermarket Networks: Lebanon, Iraq, Jordan, Morocco, Algeria, Senegal & Mali

Rania Daniel Kildani

Djalila Mahnane

General Manager, Jordan

Commercial Director, Algeria

Chemsi Berrada

Francesca Vincenti

Sales Director, Morocco

Head of Programmatic & Innovation

October 30, 2023

OW EXPENSIVE HAS IT BECOME TO ADVERTISE ON SZR? Sheikh Zayed Road is by far the most highly demanded OOH location in the UAE. Clients brief specifically and only for Sheikh Zayed Road locations and OOH. Brands are willing to invest more to secure visibility on Sheikh Zayed Road than any other highway and that’s why we see increases in advertising rates there. In my view OOH offers excellent value because it delivers very high levels of campaign performance. MPN is also investing heavily across other strategic roads, such as the E311 as we believe brands can benefit from more cost effective and alternative locations without compromising on performance and visibility. WHAT TRENDS HAVE YOU SEEN ALONG THE ‘GOLDEN MILE’ AND DOES MPN OWN ANY BILLBOARDS ON THAT STRETCH? The golden mile has become the whole of Sheikh Zayed Road, the busiest road in the country. There is nothing more premium than for a brand to be on the main arterial road that connects the old and new areas of the city. MPN’s ultra-premium locations opposite Mall of the Emirates are recognised to be the most in demand with a waiting list of the world’s largest brands who know the power of strategically using OOH. WHAT CAN YOU TELL US ABOUT THE ADVERTISERS/CLIENTS YOU WORK WITH? We’re proud to work across the full spectrum with high profile global and local brands as well as SMEs. Our core principle is to deliver high levels of respect and transparency to all clients, as we value direct relationships across our OOH business as well as our radio business, ARN. Although all our clients have unique goals and challenges, they all receive the same approach from us. WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR? Technology, specifically in data reporting is enabling us to measure the huge flow of traffic viewing our assets and MPN is working with Seventh Decimal and its platform Streach to obtain independent OOH audience and location data across our formats, and for our clients campaigns. Other OOH providers are also adopting the platform, which helps to create a standardised and independent measurement system for advertisers. HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE? SeaWorld selected MPN as the core of its launch campaign, using the power of our 200m mega-hoarding to feature a giant 22-metre 2D layered LED outline logo. This allowed them to showcase the campaign to millions of consumers and was a huge part of their successful launch. Atlantis Aquaventure is actively featuring a Trident which is a 26-metre 3D lightbox. The size and scale of these executions are huge and very impressive, which in turn work to optimise the campaign performance further.

OOH IS AN

UNMISSABLE

MEDIUM

Out of Home is one of the most versatile mediums within the marketing mix, writes MPN’s Martyn Frederick

‘‘THE ULTIMATE MEASURE OF AN OOH CAMPAIGN CAN ONLY COME FROM THE CLIENT” WHAT ARE CLIENTS ASKING YOU FOR? More locations on Sheikh Zayed Road is probably the number one request, and more brands want to find creative ways to embellish their installations with die-cut extensions, LED lights and 2D/3D designs. All of MPNs locations are large format and all are capable of these creative and innovative installations. HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX? OOH is a visual medium, it’s a word-of-mouth medium, it’s a measurable medium and it’s an

unmissable medium. Brands can play on these strengths in clever ways to plan omnichannel campaigns that work seamlessly. I’d say OOH is one of the most versatile mediums. MPN is part of the UAE’s leading media network, ARN and a number of brands have utilised the reach of MPN along with the power of 3.8 million radio listeners. WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH? MPN is using digital technology to transform data reporting in the industry. The vast majority of market demand is for an always-on static format that can cut through with a highly-defined message that one client can own for a long period. This is why MPN’s mega-hoardings are the most premium in the market, as the majority of advertisers are signed to annual contracts. This locks out competitors, unlike digital where you’re sharing the space with your competitor brands. The strategic businesses we work with value the exclusivity and ownership that comes with our assets. HOW DO YOU MEASURE THE IMPACT OF AN OOH CAMPAIGN? WHAT METRICS DO YOU USE? Independent data collated by Streach shows that MPN reaches over 70 per cent of the entire Dubai population. This is due to the size of our mega-hoardings and the strategic locations of our portfolio. The ultimate measure of an OOH campaign can only come from the client, it is the advertiser that must evaluate the performance of their schedule against the KPIs and objectives required of their campaign. For all our advertisers, we are able to share tangible data relating to reach, OTR and frequency. However not all creatives are created equally. Can you measure the impact of an OOH campaign by which creatives touch, inspire, remind or challenge you? Which creatives made you laugh or which ones gave you serious ‘fomo’? Advertisers that capture all of these creative senses can achieve outstanding results with OOH. By Martyn Frederick, Director of Sales & Operations at MPN (Multi Platform Network)

October 30, 2023

LEADERSHIP PANEL ®

Founded: 2016 Office: Dubai Number of staff: 14 www.outsiteooh.com ooh@outsiteooh.com +971 4 4456 939

Ahmed Bahgat Chairman & CEO

A data-driven and results-oriented innovative OOH media agency with a vision for innovation and industry transformation across the MEA (Middle East and Africa) region. We are committed to providing our clients with the highest creative yet cost-effective OOH solutions that meet your strategic needs and objectives inbound and outbound. We have a proven track record of innovation and client satisfaction, including the leading global brands that run in the MEA. We don’t just crash traditional media, we invent new ones! We tailored our reliable solutions, MOOH (monitoringooh.com) to deliver the most accurate media intelligence, and forecast predictions. Moreover, we are keen to deliver awareness to the right target audience even online via INSITE OOH (insiteooh.com).

Mahmoud Saeed Director of Communications

outsiteooh.com

Your Dedicated OOH Media Planning & Buying Agency

THINK OUTSITE THE SIGN

October 30, 2023

LEADERSHIP PANEL

Holding group: Multiply Group Headquarters: Abu Dhabi www.violaoutdoor.ae marketing@viola.ae +971 2 644 0000 Viola Outdoor offers full-funnel and turnkey solutions ensuring maximum exposure and strategic reach across the Emirates, enabling brands to engage with audiences in moments that matter. Whether creating awareness in a specific neighbourhood, a city or across busy highways, we provide comprehensive exposure that delivers results and maximises ROI.

Ammar Sharaf

Abid Sheikh

Chief Executive Officer

Chief Finance Officer

Ola El Sisi

Henrietta Shakespeare

Chief Commercial Officer

Executive Growth & Operations Director

Nabila Al Tuwal

Emile Salloum

Head of Sales

Sales Director

Our assets include a considerable number of premium lamppost circuits, giving us market-leading frequency with over 2,000 faces, alongside our fleet of buswraps covering Abu Dhabi and Al Ain, all static bridge banners and digital bridge banners, landmark hoardings, digital taxi tops and a fast-expanding digital mediafirst network.

INDUSTRY SNAPSHOT

AMMAR SHARAF Founder and CEO of Viola Communications

advertisers purchase spaces more seamlessly within the digital ecosystem. Once optional, the ability to respond quickly to shifting world events and conditions on the fly is now deemed critical. Marketers now demand data as a standard to understand ever-evolving consumer habits and movement patterns. Technologyenabled OOH allows buyers to manage their OOH media strategies in more flexible ways that make the most of the more agile nature of the medium.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?

WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?

There’s no doubt about it, technology has opened new doors in the OOH industry for both buyers and media owners. The opportunities are limitless, but ultimately, it’s about helping

OOH is one of the oldest advertising mediums in the world, and hadn’t really changed significantly in many years until the last decade, when the introduction of DOOH put it on a fast track to becoming one of the most modern media formats. With mobile devices now omnipresent, there is a growing awareness around how OOH can be integrated with new touchpoints to become the ultimate platform for online consumer engagement. OOH is a ‘reach’ medium - it exists to reach people in public spaces. Viola Outdoor’s coverage across the UAE gives us unparalleled audience reach, but more than that, we see ourselves bridging online and offline worlds by combining our outstanding audience reach, bringing together the traditional purposes of OOH with the power of modern technology that gives brands a sense of control, which will never fully be the case online, making OOH truly futureproof.

WHAT ARE CLIENTS ASKING FOR?

Viola has a long history and a lot of experience selling OOH inventory, but DOOH is a different ballgame. With options to sell based on deeper audience insights, the demand and expectations from media buyers have deepened too. From the request for more dynamic and contextual displays for advertising messages to flexible buying models that help in fulfilling offline-toonline journeys using mobility data and context to inform where audiences are - at the end of the day, it’s really all about using data to streamline processes and deliver hyper-targeting at scale.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

Historically, OOH has been known as an awareness driver, but that view is rapidly changing. Advertisers can now leverage DOOH as both a lower-funnel conversion engine and an integral part of their omnichannel mix – allowing them to consistently reach their target audience with powerful messages and drive measurable value for their business. We know OOH elicits online activity and prompts consumers to take action, with almost half of consumers using a search engine after being exposed to OOH advertising. Advanced targeting and measurement capabilities have refreshed interest in traditional OOH advertisement and opened up new possibilities for adopting datadriven approaches – pushing the industry toward greater efficiency and effectiveness and enabling all formats to work together to achieve greater business outcomes.

October 30, 2023

OH is not just a medium; it’s a dynamic platform for creative expression, providing advertisers with a tangible and enduring presence in the physical world. Industries such as retail, tourism, entertainment, automotive and F&B find OOH indispensable, employing it to drive foot traffic, promote products and build brand recognition. Incorporating digital elements into OOH has revolutionised the industry, providing precise metrics for return on investment (ROI). Advertisers can now measure pedestrian traffic, dwell time and interactions with ad content. This datadriven analysis aligns perfectly with the expectations of modern clients, allowing for informed decisions and enhanced campaign performance. Research from Kantar shows that consumers prefer channels that ‘cause the least interruption to their lives’, and consumer engagement stands out as a key motivator for brands choosing OOH advertising. In Kantar’s report, consumers preferred media channels to receive advertising through are entirely in-person rather than online. It’s no surprise that OOH and DOOH were in the top five channels identified – OOH creates an environment conducive to positive interactions, driving social media sharing, user-generated content and increased brand mentions. OOH advertisements, both traditional and digital, spark conversations, engaging consumers in meaningful ways. RIDING THE DOOH WAVE IN MENA While the MENA region has recognised the importance of Digital Out of Home (DOOH), its growth has been gradual but steady. The increasing infrastructure for DOOH is expected to enable the market to plan and execute campaigns more efficiently. This

‘‘OOH IS SET TO PLAY AN EVEN MORE CENTRAL ROLE IN THE MARKETING MIX IN 2024” growth is promising, indicating a future where digital capabilities in OOH advertising will significantly enhance campaign strategies and make room for campaign optimisation, measurement and endless creative possibilities. GLOBAL ASPIRATIONS OF REGIONAL BRANDS Regional brands are increasingly realising the potential of international OOH advertising as a dynamic and impactful channel. By leveraging advanced technologies in planning, measurement, and creative capabilities, these brands can craft

THE TRENDS DRIVING OOH’S GLOBAL EVOLUTION Talon’s Mansour Wehbe sheds light on how Out of Home is evolving in the MENA region

more effective and efficient campaigns. These technological tools enable the creation and deployment of engaging and personalised campaigns in the OOH space on a global scale. PROGRAMMATIC DOOH: ENHANCING PRECISION AND EFFICIENCY Programmatic DOOH has gained traction, leveraging multiple Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs) worldwide. Talon utilises these platforms, both proprietary and in partnership, to optimise campaigns for regional clients with specific targeting needs. This strategy allows advertisers to maximise reach and impact, even with constrained budgets. BRAND BUILDING ON THE GLOBAL STAGE Predominantly, the primary objective remains brand building and increasing brand awareness. Brand Lift Studies (BLS) are now a standard requirement, providing insights into campaign impact and audience reception against brand metrics and showcasing OOH’s impact within the marketing mix. This approach helps in shaping future strategies and proves campaign effectiveness, showing that OOH campaigns resonate with the target audience. UNLEASHING CREATIVITY FOR IMPACT The growing interest in OOH advertising on the international stage is driven by

continuous advancements in creative capabilities and the increase in effectiveness creative campaigns can generate. Our data shows campaigns with strong creative effectiveness drive 5.8 times stronger uplifts in brand consideration and are 2.8 times more effective at driving purchase intent compared with low-performing creatives (Talon Benchmarks). This reinforces our narrative of how imperative creative effectiveness is in OOH as a low dwell time media channel. The OOH scene in MENA is evolving into a canvas for creativity and impact with the introduction of 3D, AI and AR opportunities, akin to what is already seen in mature international markets. This evolution promises exciting opportunities for advertisers seeking to captivate audiences with innovative and impactful campaigns. THERE’S NEVER BEEN A BETTER TIME TO THINK OUTSIDE ... OOH advertising continues to evolve, with audience-first targeting and programmatic OOH evolving its ability to shift metrics along the whole brand funnel whilst preserving its wide reach and brand fame-generating tactics. The MENA region, recognising the potential of OOH in the global arena, is witnessing a steady integration of digital elements and leveraging advanced technologies to create powerful and engaging campaigns. With data-driven insights and a focus on creativity, OOH is set to play an even more central role in the marketing mix in 2024, both locally and globally. By Mansour Wehbe, client director at Talon MENA

IMAGINE WHAT’S POSSIBLE WHEN YOU THINK OUTSIDE_ Talon is a pioneering Out of Home specialist agency – taking MENA brands global. We offer data-led planning, buying, and programmatic OOH solutions for regional and international clients. Our award-winning creative executions, led by Grand Visual, stop people in their tracks. Delivered by our expert team in Dubai for clients in the UAE and wider MENA region - OOH media that rethinks what’s possible and brings brands to life. www.talonooh.com

UAE AND KSA OOH LOCATION MAP 2023-2024 GOLD SPONSORS

HEADLINE SPONSOR

Saadiyat Island Zayed Port 01

ABU DHABI OOH MAP

Al Zahiyah Al Salam street 15 09

Al Hisn 11

Al Khalidiah

Corniche Beach

03 05

05 11

13 03

03 05 03 05

1903

16 15

01 05

15 11 15 11 13 15 16 05

Al Reem Island

11 14

Al Nahyan 11

Abu Dhabi

11 03

11 15 15 15

11 03 03 05

03 11

Marina Mall

03 11

AL AIN OOH MAP

Al Mushrif

03 03

11 03

17 17

Al Maqam

17 17

17 17 17

Al Mutawah

VIOLA

ARABIAN OUTDOOR ADVERTISING

BACKLITE

01. Megacoms 02. Unipoles 03. Mupis

06. Destination: Al Qana In-Mall: The Galleria Al Maryah Island

11. Lampost 12. Bridges 13. Hoardings 14. Digital Bridge banners

MEDIA 24/7 18. Hoarding

ELEVISION

HYPERMEDIA 04. Outdoor Digital Link Bridge 05. IN-MALL Digital, Static & Promospace. Yas Mall, The Mall – WTC, Abu Dhabi Mall, Dalma Mall, Mushrif Mall, Bawabat Al Sharq, Deerfields Townsquare, Reem mall & Jimi Mall (Al Ain), Carrefour, LULU, Abu Dhabi Coop & Spar

JCDECAUX 07. Abu Dhabi International Airport 08. LED 09. Building Wrap 10. Hoarding

03 03

03 03 03

03 03

03 05 11

Al Buraimi

05 05

12/14

05 03

15. Residential Elevator Screens -151 Screens 16. Commercial Elevator Screens - 33 Screens

R O YA L V I S I O N M E D I A 17. Lampost

BSA 19. Hoardings

t 02

u nto

Gh o T 10 10 10

Yas – Saadiyat highway

Al Shahama

01 12

05 05

12 02

01 01

reek C a ah Al R 11

01 02

11 03 03

5 11

12 14

01 01

01 05 12

Unipoles/ Megacoms

11 01

Khalifa City 01

Masdar City

15 15

03 11

Lampposts

Mupis

11 11

In-mall media

Hoardings/ Scaffold

Digital screens

Building/ Wall wraps

Roof top screens

LED

Mussafah

11 01 05 Dalma Mall 01 05

Mohammed Bin Zayed City

Airports

Bridges

Elevator screens

11 11

05 12

DUBAI OOH MAP

Palm Jumeirah 26 26 26 26 29 28 28 28 51 29 28

68 68

68 68 68

35 68

The Outlet Village

18 17

17/21

Ibn Battuta mall

Dubai Parks & Resorts

71 71

15 01 17/21

17/21

68 68

Barsha Heights

22 26

25 27

01 01

Dubai South

Dubai World Central Airport

PHI 12. Hoardings: Sheikh Zayed Road, Sheikh Mohammad Bin Zayed Road, Hessa Street 13. Bridges 14. LED Unipoles

GROUP PLUS 07. Lampposts - Sheikh Zayed Road, Deira 08. LED Unipole, LED Megacom 09. Hoarding - Sheikh Zayed Road 10. LED Tower 11. Unipole Al Khail

36 36

BSA 15. Hoardings 16. LED Screens

M U LT I P L AT F O R M NETWORK 55. Unipoles 56. Hoardings

HILL S ADVERTISING 01. Bridges 02. Unipoles 03. Lampposts 04. Digital screens 05. Wall backlit banner 06. Hoardings and Mupis

36 36

FOOTPRINT 30. Glass wraps 31. Wall Banners 32. Unipoles 33. Digital screen 34. Hoardings, Bridge banner

01 28

17/21

Expo

17/21

35 36

17 25

12 37

Mall of Emirat

26 25

abi

17/21 06

01 18

35 43 64 17/21 25 18 06

35 24

To A

JBR

Dubai Marina 18

61 36

36 36 01 36 36 48 36 37 30 48 47 47 66 37 51 47 72 35 49 72 36 72 3 55 01 55 55 55 51 72 72 65 52 48 42 12 63 24 12 36 36 43 43 43 43 24 35 15 56 56 37 18 18 01 25 18 25 56 25 25 01 17/21 06 17/21 17/21 01 17 06 18 75 25 32 06 25 06 45 07 06 17/21 06 51 52 37 1 05 72 29 51 37 74 29 07 07 37 35 72 63 32 72 36 15 29 36 01 32 33 72 37 37 72 72 36 72 36 36 36 36 37 34 37 29 72 10 36 29 32 12 36 72 36 37 12 37 36 76

JCDECAUX HYPERMEDIA DUBAI METRO 17. Illuminated & Digital Screens Static & Promo Area - InTrain OUTDOOR 18. The Artists & Tableau (LED & Static Bridge) 19. The Canvas (Sheikh Rashid Road) 20. Mega Curved Digital (Baniyas Road) 21. Iconic Art (Station Wrap) 22. Masterpiece (TPS/ Hoarding) 23. The Portrait (Sidra tower light box) 24. Sculptures (EEP) 25. Graffiti (Metro Pillars) 26. Piers (Backlit Lightbox),Lamppost (Backlit Lightbox) 27. Vertical Light box (Backlit Lightbox) 28. Digital Unipoles/Megacoms, EXPO City Digital Screens IN-MALL 29. Digital, Static & Promospace. Mall of the Emirates, City Centre Mirdif City Centre Deira, City Centre Shindagha Burjuman, Wafi Mall, The Pointe, Ibn Battuta Mall Dargom Mart 1&2, Circle Mall, Nakheel Mall & Nakheel Pavilions (Jumeirah Islands , Jumeirah Park, Jumeirah Park East, Discovery Gardens Al Furjan , NAD Al Sheba) Carrefour, Union Coop & LULU

AR ABIAN OUTDOOR UAE 35. Lampposts - Sheikh Zayed Road, Dubai Parks & Resorts, Dubai Marina, Al Khail Road, Garhoud, Hessa, Business Bay and Marakesh Umm Suqiem-Madinat Jumeirah 36. Mupi Boards covering all Dubai 37. Megacom boards covering all Dubai 38. 4 Dubai Canal Towers 39. Mupi digital - JGE 40. Unipoles - Sheikh Mohammed Bin Zayed Road 41. Sheikh Zayed Road Bridges

46. Dubai Airports: Exclusive Airport Advertising rights at Dubai International (DXB) & Dubai World Central (DWC) 47. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 6 digital screens 48. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 23 double sided MUPIs 49. TECOM Business Communities: DMC, DIC & Dubai Knowledge Park 8 bus shelters 50. Jumeirah Beach Road: Only OOH media owner with over 320 lampposts covering the 15km stretch

BACKLITE 57. The Triple Crown 58. The Dubai Gateway 59. The Dubai Jawhara 60. Static Unipoles 61. Destinations: The Beach, City walk In-mall: Festival City 62. Digital LED Unipoles

MEDIA 24/7 42. Unipoles from Garhoud Area, City Walk Area & Sheikh Zayed Road 43. Hoardings along Sheikh Zayed Road, Al Khail Road and City Walk Area 44. Wall Banner along SZR and Bur Dubai Area 45. Building Graphics RTA Taxis - City and Airport

ELEVISION 51. Residential Elevator Screens - 1024 Screens 52. Commercial Elevator Screens - 369 Screens 53. DIFC Screens - 46 Screens 54. Hoardings – North and South

CONTOUR MEDIA 63. Hoardings: Fraser Hoarding SZR, Hessa 1&2, Al Khail Rd. 64. LED Screens: Canal, JBR–The Walk ,Al Khawaneej Walk, The Outlet Village, Blue Waters, Box Park 65. Billboards: City Walk, La Mer, JBR Billboards 66. Lampposts: JBR Lampposts

43 15

53 53

Dubai Canal

15 56

13 30

DIFC

08 14

Burj Khalifa Dubai Mall

THE GOLDEN BOULEVARD ZOOM IN

La Mer

65 50

15 18 17/21 43 25 43 06 37 35 41 36 42 41 22 36 36 36

36 60 24

43 01

15 60 72 60

05 29

06 35

Dubai Canal

Burj Khalifa 51 Dubai Mall

35 43

71 71

17/21

70 36

29 36

42 07

15 17

01 17

25 36 17

36 36

17/21

17 32 71

Al Khail Rd

01 01

35 71

01 68

Dubai International Airport

17 01

Mirdiff

29 29

40 40

Dubai Science Park

36 36

64 36

73 73

29 29

01 55

Dragon Mart 1 & 2

MEDIA MIX

67. Jumeirah Canal Billboards 68. 25 Unipoles 69. 1 DIFC Side Wall 70. 1 Maktoum Bridge Digital Unipole

VIOLA

71. Static bridge baanner

AL ARABIA 72. Mupis 73. Hordings

Unipoles/ Megacoms

Lampposts

Mupis

In-mall media /Destinations

Hoardings/ Scaffold

Digital screens

Metro pillars

Metro stations

Building/ Wall wraps

Bridges

Bus Shelter

Wall backlit banner/LED

Roof top screens

BLUE AD 74. Hoardings 75. Unipoles 76. 3D-digital vessel, Building wrap

Airports

51 55

40 25

Ras Al Khor

36 36

Meydan Racecourse

14 14

02 72 29 02

36 02

17/21

71 43

Deira 36

36 36

71 01

71 17 71

72 21 37 36 32 36 37 42 07 36 32

Wafi

35 17

29 29

72 04

37 17

01 15

17 36 25

Dubai Museum

25 29

14 43

16 18

DIFC

43 43

1835

18 17/21

17 36

35 36 25 17/21 72 17 18 56 36 72 01 36 25 17/21 05 17/21 36 4 06 4 16 36 36 36 06 36 36 72 04 06 72 72 72 72

72 38

35 18 25 17/21

38 38

the tes 36

24 25

72 25

43 43 43

72 72 35

01 18 17/21 36 06 37

15 43 72 57 57 57 25 18 25 17/21 01 18 02

36 42

61 36

60 72

Safa Park

72 36

72 29 72 36

29 36

14 62

36 36

71 71 18

56 54 36 56 56 72 56 35 72 36

6 51

36 36

urj Al Arab

The World Islands

10 14

King Khalid International Airport

14 08 14

Al Fursan

08 09 11 11

12 08

08 08

08 14

RIYADH OOH MAP

Al Rimal

08 08 08

08 06

08 06 05

Al Yasmin Al Malqa

06 06

06 06 06

06 06 06 06

03 06

05 05

Al Munsiyah

Qurtubah Al Yarmuk

03 03

05 01

07 01

Hittin 01

01 01

02 06 03 07 07 07

06 01

06 03

06 01 01

01 01 07

06 01

01 04

07 02

06 06

Ar Rabwah 01

Arches

03 06 06

01 02

Ar Rawdah

06 03

Al Safarat

Al Hamra

01 01

Ash Sharq

06 06

Al Malaz

07 01 03 01

As Sulay Unipoles/ Megacoms

06 06

06 06 06 06 06

As Suwaidi

06 06 06 06 06

Manfuhah Al Aziziyah

Ash Shifa Alawali

L E G E N D

AL ARABIA

JCDECAUX

01. Digital Mupi 02. LED 03. Megacom 04. The guide 05. Mezahpole 06. Mezah 07. Inmall

08. Unipoles – mixture of front- lit and back-lit. 09. Scaffolds 10. Seniors – back-lit lightbox 11. Iconic Digital – Check-in area T3/T4 12. Bridge Lightbox 13. Back-lit Archway 14. Giant Mupi

Lampposts

Bridges

Hoardings/ Scaffold

In-mall media

LED

Flags

05 05

JEDDAH OOH MAP

King Abdulaziz International Airport

Al Murjan

04 04

Bryman 05 01 01

07 01

Al Marwah 01 01

01 01

Al Bawadi 02

Al-Safa

03 01

02 04

03 01

02 01 01

01 01

Unipoles/ Megacoms

01 01

L An Naseem

AL ARABIA 01. Dao bridges 02. LED 03. Giant screens 04. Inmall media

05. Unipoles – mixture of front-lit and back-lit. 06. Scaffold 07. Monolith – back-lit lightbox 08. Seniors – back-lit lightbox 09. Iconic Digital – check 10. Iconic Digital – arrivals walkway

Bridges

JCDECAUX

Lampposts

Hoardings/ Scaffold

In-mall media

LED

Flags