Qatar is grad­u­ally grow­ing into a more com­pet­i­tive mar­ket as de­mand for tal­ent rises. find out why with Me­di­a­com's Doha Busi­ness Di­rec­tor.

ArabAd - - COVER STORY -

Arabad

How much has ad­ver­tis­ing really changed over the years?

There has been a ma­jor shift to dig­i­tal plat­forms as a re­sponse to in­creas­ing In­ter­net and mo­bile us­age amongst the pop­u­la­tion. Ad­ver­tis­ers to­day are more de­mand­ing in their tar­get­ing and mea­sure­ment re­quire­ment.

How has the pro­file of your agency changed?

Me­di­a­com has shifted from the tra­di­tional me­dia mod­ule to a “con­tent and con­nec­tions” agency. We be­lieve that rel­e­vant con­tent is the ideal ap­proach to reach and en­gage with an al­ways con­nected au­di­ence. How has the lo­cal mar­ket been af­fected? We have wit­nessed over the past few years an in­creas­ing de­mand for ef­fec­tive and ef­fi­cient dig­i­tal and mo­bile cam­paigns. There’s also higher use of cus­tomised video con­tent be­yond the

Roger El Khoury,

tra­di­tional TVC, con­tent made specif­i­cally for on­line view­ing. This is en­cour­aged and fu­eled by mea­sure­ment ca­pa­bil­i­ties in the sense that dig­i­tal bud­gets growth can be jus­ti­fied eas­ily based on per­for­mance.

What are some of the chal­lenges you're fac­ing on a daily ba­sis?

The main chal­lenges fac­ing the in­dus­try are tal­ent and data. The Qatari dig­i­tal land­scape is rapidly evolv­ing. As clients shift more ad dol­lars to dig­i­tal, agen­cies like Me­di­a­com are adopt­ing a dig­i­tal first ap­proach. This is re­flect­ing a high de­mand for tal­ent and making Qatar a more com­pet­i­tive mar­ket able to at­tract world class tal­ent. From a data per­spec­tive, more fo­cus needs to be put in Qatar, as au­di­ences are quite dif­fer­ent and more di­verse than au­di­ences in other GCC coun­tries.

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