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.
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.