Qatar-Based Elan Media Launches Programmatic Buying For DOOH Assets

Elan Media, a Qatar-based out-of-home advertising firm, has implemented programmatic buying for all of its digital out-of-home (DOOH) assets in Qatar and Oman. This move makes Elan Media a pioneer in Qatar to enable its clientele DOOH advertising is an agile and economical impression-based buying system. It also positions itself in the second rank in GCC to do so.  

Elan Media’s large DOOH network, which includes assets at the Mall of Qatar, Doha Festival City, Ezdan Mall, Mall of Muscat, and the forthcoming Place Vendome Mall, now have access to flexible and cost-effective purchasing technology. This technology is based on the one offered by leading DOOH solutions provider, Broadsign Reach. 

Relevant Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA

The advertising firm also intends to make the service available to all of its future digital roadside assets.

Jamie Ball, Chief Operating Officer, Elan Media went on record to comment – 

“With the launch of programmatic buying we are once again living up to our reputation as the DOOH pioneers in Qatar and Oman. This buying system offers major benefits to our advertising clients including heightened flexibility of buying, and optimum campaign efficiency as advertisers buy based on the number of impressions created just like with online advertising.” 

With regard to the impressions, Ball said that advertisers will be able to purchase as few as 1,000 impressions barring any minimum purchase volume limitations. 

Relevant Read: Loreal And Trade Desk Launch First Programmatic Campaign In Gulf! 

How else does this move cater to advertisers? 

Well, for starters, advertisers can now use Elan Media’s premium inventory more efficiently and seamlessly – as reported by the Director of Business Development EMEA, at Broadsign, Stuart McMahon. 

Advertisers can also leverage the inventory and integrate it into omnichannel campaign bids to increase audience reach with more dynamic content. 

McMahon added – 

Advertiser interest in Programmatic DOOH is surging worldwide, introducing an unprecedented new opportunity for the DOOH market, and we’re excited to work with Elan Media to onboard some of the first premium DOOH inventory from Qatar and Oman to our programmatic supply-side-platform Reach.

In each advertising cycle, Elan Media will continue to offer traditional manual booking methods with its specific inventory. The clients are free to choose from both alternatives. 

Also Read: All You Need To Know About The Rise Of DOOH Advertising