TV measurement must be unbiased to ensure fairness and development of the advertising industry, says RMS CEO Nezar Nagro.
What is the role of Rotana Media Services within the broader Rotana Group?
Rotana Media Services (RMS) plays a crucial role within the Rotana Group, serving as the spearhead for innovative and impactful advertising across our diverse media platforms. RMS drives media development within the Group by creating the right media solutions and defining go-to markets and platforms. We invest in various outdoor projects in Saudi Arabia and work with numerous partners to enhance our digital presence. RMS strategises on-ground operations, ensuring that we remain at the forefront of media innovation.
How does RMS leverage innovative advertising strategies to engage audiences across various platforms, including television, radio and digital media?
By integrating advanced analytics and creative content strategies, we ensure that each campaign is captivating and efficiently reaches its target demographic. Our approach blends traditional and digital media tools to create a holistic advertising experience that resonates with our diverse audience base. We offer combinations of advertising solutions including spot-buying, sponsorships and branded entertainment, which enhances our communication strategy for advertisers, adding value to their brand proposition.
How often do you receive Ipsos results and telco operator rankings, and how do you use this data to reinforce the strategic vision?
We receive Ipsos results and telco operator rankings regularly, and they play a pivotal role in shaping our strategic vision. This data allows us to understand audience preferences and market trends accurately, enabling us to tailor our content and advertising strategies to better meet the needs of our viewers and clients. Research is crucial for identifying audience trends and viewership behaviour. Rotana Group has performed exceptionally well according to Ipsos and telco analytics reports, with shows like Shabab Al Bomb ranking highly, indicating a strong interest in localised content with specific themes. It is the data that enables us to drive our strategy forward, and update and amend it along the way to yield such results.
Can you elaborate on Rotana’s investment strategy, particularly concerning outdoor media?
It is important to note that out-of-home media is key in targeting potential audiences for call-to-action and brand-building objectives. We view outdoor media as a strategic and multifaceted medium. We have signed strategic partnerships with Al Haramain Railway and Hajj and Umrah Airports and invested in advertising assets along these routes to form a journey. Additionally, we have formed a new alliance in outdoor media in Riyadh, featuring 12 mega screens between the Eastern Province and central Riyadh and six mega screens in Jeddah, including an investment in Jeddah waterfront’s experiential out-of-home media. One of our most prominent investments is the Guinness World Record holder for the largest light art festival by Noor Riyadh at Kingdom Centre in Riyadh. Rotana will continue investing in evolving out-of-home formats across different cities in the Kingdom.
How do advertisers perceive their campaigns on Rotana’s media platforms?
Advertisers see Rotana as a one-stop shop offering a comprehensive range of media options, from digital media and TV channels to outdoor media. Our strategy involves leveraging free platforms as they guarantee high footfall and viewership, which has proven highly effective for most of our clients’ brand awareness campaigns.
With the shift towards digital advertising, how does RMS incorporate digital platforms and media into its ad offerings?
Rotana has established partnerships with YouTube and other social platforms. Our viewership and engagement numbers have helped us rank number one in general entertainment platforms. For instance, during Ramadan 2024 we achieved a top ranking with 680m views and reached 11m subscribers on YouTube. Our digital platforms incorporate the latest interactive ads, augmented reality experiences and targeted content delivery systems, ensuring that every campaign is engaging and effective.
You emphasise the importance of credibility and transparency in media work. How does Rotana ensure these values in its operations?
Credibility and transparency are at the core of all operations at Rotana, and there is a significant need for a standardised currency in the market. While we use Ipsos, a traditional and well-known research methodology, the industry lacks consensus on a single methodology. Our involvement with telcos has provided invaluable insights, making us a top-rated channel on such platforms. We adhere to strict governance standards and transparent reporting practices to ensure that our audiences and partners always receive truthful and clear information. However, other analytics providers need to upgrade their methodologies to meet the current accuracy requirements, ensuring transparency and fairness in the industry. Our commitment to these values is unwavering as we believe they are essential for maintaining trust and integrity in the media landscape.
What are the challenges you face in the current market?
The market’s aggressive shift towards digital media presents significant challenges, including lower CPMs compared to more developed markets globally. The industry needs to invest in developing quality first-party data impressions and content. Rotana plans to enhance our digital content through engaging social media content and relaunch our digital applications while investing in first-party data analytics.
How is Rotana using AI?
Rotana is currently developing its AI capabilities to enhance engagement and user experience. Our future content and platforms aim to provide a seamless experience through AI experiences that will be an absolute hit. Stay tuned for that announcement. We also plan to invest in AI analytics to improve engagement and user behaviour targeting.
What is your vision for the company?
Rotana will continue to develop across multiple platforms and leverage AI and data mining to synthesise and integrate these elements. Our vision is to lead with innovation, creativity and efficiency, setting new standards for media excellence and enriching the lives of our audiences worldwide.
