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

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.