JEDDAH, 22 October 2005 — Imagine living in a world where plasma screens cover the streets, market corners, supermarkets and stores. Jeddah is a few steps closer to that world because of a firm called Spot Media in Jeddah.
Ziad Jarrar, director of business relations for Spot Media, a new company two and a half years old, has a plasma screen at the door of his office at Bin Humran at Altahlia. We were greeted at the door by a receptionist on the screen.
Managing Director of the firm Mohammed Mokhtar explained that his company provides digital signage that develops and manages content on various digital networks. Products are shown on wide screens to grab the attention of consumers around the place of purchase.
His vision is to cover the market with on-the-spot advertising and help consumers make on-the-spot decisions.
Point of purchase advertising, the manager of argued, is backed by current research. Consumers can recall advertisements they have seen outdoors, but placing the screens in doors and closer to the purchasing decision is more effective.
“This industry did not exist before,” said Mokhtar. “We were the first to start and effectively produce the model.”
He said that there are a variety of ways to advertise on screens. He believed that consistent and uniform advertising, repeatedly showing the same advertisement on different screens. Spot Marketing has 850 screens on supermarket channels — including Panda, Bin Dawood, Giant and Farm. P&G is a constant client together with Pepsi, Gillett, Master Foods, Almarai, Chitos and Radwa. “We advertise for fast moving consumer goods” added Mokhtar.
He confirmed that the firm is moving toward increasingly advanced technology. They are part of an organization called POPAI (Point of Purchase Association International).
Some of the technology of the firm is reserved for training. From the home office, a plasma screen wired to the main office could transmit training, advise and give feedback or criticism.
