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

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

Lattouf,

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

Dany

Arabad

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.