Qatar’s Emerg­ing Dig­i­tal Re­al­ity

Man­ag­ing di­rec­tor of Carat UAE and Lower Gulf talks to about the in­no­va­tion tak­ing place on the dig­i­tal front based on em­brac­ing the fu­ture of the com­mu­ni­ca­tion sec­tor of tomorrow.

ArabAd - - COVER STORY -

How much has ad­ver­tis­ing really changed over the years?

Ad­ver­tis­ing is go­ing through an evo­lu­tion driven by the power of con­tent that is de­liv­ered ac­cord­ing to our now ac­tiv­i­ty­driven life­styles rather than just be­hav­iour rit­u­als that have been re­placed thanks to the in­tro­duc­tion of sec­ond and third screens into con­sumer lives. For ex­am­ple, the car­toon watch­ing time slot for kids right af­ter they get home from school at four pm was a rit­ual. Now, kids can ac­cess con­tent on their screens, which they carry with them to school and con­gre­gate while shar­ing con­tent with their friends. Mul­ti­ply that by the amount of ac­tiv­i­ties for adults and their own view­ing pat­terns, will yield quite a telling story how con­sum­ing con­tent has changed.

How has the pro­file of your agency changed?

Carat has al­ways been fo­cused on re­defin­ing me­dia for its clients. That’s a for­ward look­ing mis­sion that is now more dig­i­tal than ever es­pe­cially with the globe shift­ing to a dig­i­tal econ­omy driven by the in­tro­duc­tion of big data in ev­ery as­pect of con­sumers lives. So, if ev­ery de­vice in your house is now a medium, grab­bing in­for­ma­tion about what you like and what you eat, and how you pre­fer to wash your laun­dry then there are in­fin­itely more op­por­tu­ni­ties for mar­keters to of­fer you what you want, when you want it. The agency that’s al­ready shift­ing its gears from now for the dig­i­tal econ­omy will be more equipped to grow and pros­per. Carat is the fastest grow­ing dig­i­tal-driven me­dia com­mu­ni­ca­tion agency in the re­gion and if you’re a client of the fu­ture, we’re the agency to work with.

How has the Qatar mar­ket been af­fected?

Qatar is in prepa­ra­tion mode for the fu­ture and will see around $500 bil­lion (re­port­edly) in in­vest­ment be­ing pumped to move its ground­work and econ­omy from emerg­ing to a fully con­nected one. Its mo­bile op­er­a­tors are al­ready world-class and with that com­bi­na­tion, Qatar is poised to of­fer brands and busi­nesses unique op­por­tu­ni­ties to reach new con­sumers, es­pe­cially with the mil­lions ex­pected to flock to Qatar in prepa­ra­tion for the World Cup in 2022.

As Qatar evolves, you will see a lot of the red tape that is the ‘old school’ way of do­ing busi­ness dis­ap­pear...

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

The daily chal­lenges are just teething prob­lems that come with a ma­tur­ing econ­omy. As Qatar evolves you will see a lot of the red tape that is the ‘old school’ way of do­ing busi­ness dis­ap­pear and be re­placed by a more dig­i­tal driven set of so­lu­tions of­fered by a Smart Qatar (i.e. think Busi­ness & Gov­ern­ment Apps) open to clients and agen­cies alike.

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