Imad Jomaa, CEO & Founder of JGroup on Dubai, Arabic content and DOOH
Can you walk us a bit about the main moments of JGroup?
JGroup has had a remarkable journey, marked by strategic growth, innovation, and a deep commitment to transforming the media, advertising, and technology landscape. From its early days as a media-focused enterprise, we have expanded into a diversified powerhouse, operating across multiple industries and markets.
One of our key milestones has been our expansion into digital and data-driven advertising, leveraging AI and cutting-edge technologies to enhance precision targeting and audience engagement. Additionally, our investments in Out-of-Home (OOH) and Digital Out-of-Home (DOOH) solutions have redefined how brands a bridge between regional and international markets, reinforcing our influence across the MENA region and beyond.
As we look to the future, JGroup remains focused on driving innovation, embracing emerging technologies, and continuing to be at the forefront of shaping the evolving media and advertising landscape.
What makes Dubai so special as a media capital, and what’s with all the buzz surrounding Riyadh currently, do you feel it might dethrone Dubai?
Building upon exceptional infrastructure, a business-friendly environment and its ability to attract global talent, Dubai has firmly established itself as the media capital of the MENA region. The city’s strategic position as a bridge between East and West, along with its robust regulatory framework, has created fertile ground for innovation in media, advertising and technology. While Dubai has cemented its unparalleled position, Riyadh is making remarkable strides driven by Saudi Arabia’s Vision 2030, with substantial investments in media, entertainment and advertising sectors. However, this transformation does not pose a threat to Dubai’s standing, as the region is evolving into a complementary multi-hub landscape. Dubai continues to serve as the preferred gateway for international brands, leveraging its reputation and expertise in facilitating global business. Meanwhile, Riyadh is emerging as a powerful domestic market with immense growth potential, particularly given Saudi Arabia’s ambitious goals.
Digital Out Of Home (DOOH) is having a moment intersecting with AI, where do you feel this is going and what is its immediate and long-term impact?
In the present landscape, Digital Out Of Home (DOOH) is experiencing remarkable growth, particularly through its intersection with artificial intelligence (AI). With vast capabilities, AI is revolutionising key aspects such as audience targeting and measurement, enabling campaigns to become increasingly dynamic and data driven. These advancements allow brands to deliver hyper-personalised messages based on real-time data, including demographics, traffic patterns and weather conditions. Looking ahead, DOOH is anticipated to become even more interactive and immersive, especially due to augmented reality (AR), AI and machine learning capabilities. Similarly, in the coming years, we anticipate screens will evolve into responsive mediums capable of anticipating consumer behaviour, seamlessly integrating with mobile devices and enabling real-time engagement. These transformations indicate that the future of DOOH will be characterised by seamless integration into the urban landscape, positioning it as an integral component of the smart cities being developed across the region.
Arabic content is gaining ground but also the presence of many foreign and mostly non-Arabic speaking creatives can lead to a “lost in translation” moments. Do you feel authenticity in storytelling is gaining ground in advertising?
In the evolving MENA market, consumers are increasingly seeking content that resonates with their culture, language and experience. This signals that authenticity in storytelling is no longer an added quality, rather it is an essential requirement. Being a hub of global talents, in Dubai, we can leverage diverse and innovative perspectives from international creatives, however, it poses a challenge of ensuring the messaging remains culturally relevant and emotionally engaging for local audiences. Currently, we are seeing a shift from conventional practices, as brands and agencies are investing more in Arabic-first content and storytelling grounded in local insights. This shift extends beyond mere language considerations to encompass concepts and approaches, where campaigns are adapted with deep cultural understanding. We believe that a good advertising campaign does not just speak the language or convey message, it connects with the audience.
Everyone is predicting too many things for advertising in the region, anything in your own crystal ball about advertising in the MENA area?
Currently, the advertising sector in the MENA region stands at a pivotal turning point, with three key trends driving this transformation. Firstly, the dominance of AI and automation is steering us towards predictive advertising, where brands anticipate consumer needs before they are expressed. AI-driven personalisation is set to become the norm. Secondly, we are witnessing a surge in local content production, which is expected to continue strongly with increased investments in high-quality Arabic content, as platforms and brands acknowledge the demand for culturally relevant narratives. The third trend is the sustained growth of out-of-home (OOH) and DOOH advertising, despite digital’s rapid expansion. The physical environment remains powerful for brand impact and with AI-enhanced targeting, OOH will continue to be a crucial channel. Overall, the MENA region’s advertising industry is not merely growing, it is transforming fundamentally. The brands that successfully embrace data, creativity and cultural relevance will be the ones shaping the future of advertising in the region.
