The Re­ju­ve­nated Out­door Mar­ket

In a 2012 bid to stay in line with the dom­i­nant trends in out­door ad­ver­tis­ing, Tree Ad cre­ated Screens, a new depart­ment ex­clu­sively in charge of han­dling the sales of new types of pan­els: LEDS, Back­l­its, and Scrollers. talked to Com­mer­cial Di­rec­tor to f

ArabAd - - CONTENTS - Dany Lat­touf:

The State of Out­door The Ad­van­tages

DOOH, is in­creas­ingly be­ing used in through­out the world, es­pe­cially in Lebanon for sev­eral rea­sons. The ease of setup, in­stan­ta­neous up­date of con­tent, util­i­sa­tion of dif­fer­ent ad­ver­tis­ing clips within one ad­ver­tis­ing cam­paign and print­ing cut cost are some of the ad­van­tages. I also think DOOH will keep a healthy growth and the pop­u­la­tion will keep con­sum­ing this type of ad­ver­tis­ing, hence ad­ver­tis­ing agen­cies should keep push­ing such a me­dia chan­nel. Lebanon in gen­eral is a leader in adopt­ing new types of in­no­va­tive tech­nolo­gies, which is why it would be wrong to un­der­mine its po­si­tion in the field. Though Q1 saw sim­i­lar re­sults to the previous year in the use of all types of me­dia, we, how­ever, did suffer from a slight de­cline due to the eco­nomic and po­lit­i­cal sit­u­a­tion af­fect­ing the re­gion. July/au­gust 2016


I don’t think that there is a de­crease in the pop­u­lar­ity of out­door me­dia. On the con­trary, I be­lieve that out­door is one of the most ef­fec­tive medi­ums within the ad­ver­tis­ing in­dus­try. It has a strong ef­fect on cus­tomers and one of the main rea­sons is that on daily ba­sis an in­di­vid­ual spends some hours com­mut­ing be­tween the area of res­i­dence and the place of work, there­fore we wit­nessed a sig­nif­i­cant growth in DOOH dur­ing the last two years. On the other hand, the main is­sue is still the whole eco­nomic sit­u­a­tion that is gen­er­ally slow, and busi­nesses distrust the en­tire gov­ern­ing sys­tem.

Op­por­tune Mo­ments OOH is still a main chan­nel and should com­ple­ment on­line me­dia chan­nels.

Events and re­li­gious oc­ca­sions such as the elec­tions and Ra­madan are boost­ers and stir­rers of the



econ­omy. In other words, these pe­ri­ods pro­vides a kind of safety net in re­la­tion to mak­ing in­vest­ments in the medium. This is why both busi­ness own­ers and politi­cians in­ject so much money on out­door me­dia chan­nels. Sadly, and though we all hope that rules and ethics stay rel­a­tively un­bro­ken be­tween the me­dia agen­cies dur­ing times when the de­mand is high, un­for­tu­nately it’s not al­ways the case in Lebanon.

Reach vs. Im­pact

There is a mu­tual in­ter­est for both ad and me­dia agen­cies to use and in­clude OOH me­dia in their plans and strate­gies con­sid­er­ing that on­line me­dia and OOH me­dia com­ple­ment each other and of­fer a holis­tic 360 ap­proach to a cam­paign/brand. We are al­ways striv­ing to show­case and in­form part­ners that OOH is still a main chan­nel and should com­ple­ment on­line me­dia chan­nels. Af­ter all, the main re­al­lo­ca­tion is be­ing ex­e­cuted at the ex­pense of print and not nec­es­sar­ily at the ex­pense of OOH me­dia.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.