Rise of Multi Screening In Qatar

multi-screen

Carat announced the Qatari results of its Consumer Connection System (CCS) – a research, insight and planning tool which uncovers consumer attitudes towards the most important media channels and how those same consumers will engage and use any touch point that can influence buying behaviour.

It is no surprise that social networking sites are an important digital touchpoint, but CCS highlights the need to have a social-engagement strategy that is integrated and geared towards generating earned media. Nearly half of Qatari consumers are on social networking sites whenever they are online while 28 per cent will interact with brands on a monthly basis through social networking sites.

“Over the past few years, since we launched CCS in the region, we have been able to showcase to our clients the breadth and depth of the capabilities of CCS. This wealth of data is now available for the first time in Qatar and will enable the team on the ground to deliver those same insights that our clients have been utilising across the MENA region, giving them a truly competitive edge. With this level of information, Carat can introduce greater precision into its media plans and most importantly, integrate this information with the CCS Planning Tool to ensure an effective campaign is implemented each and every time,” commented Ramzi Haddad, Managing Director Carat UAE & Lower Gulf.

It is now more important than ever for brands to create an immersive consumer journey on and offline that tells a story to their followers. The figures revealed that over 37 per cent of Qatari consumers are likely to search for more information about a brand or product on the internet as a direct result of watching their TV advertisement, while 18 per cent would search on social networks and 14% would visit the advertiser’s main website.

Despite the ever growing importance of digital, traditional media still plays a vital role along the path to purchase. Insights into the Out Of Home space have show that 68 per cent of Qatari consumers agree that billboards, posters and digital screens assist them in acquiring brand awareness, while 66 per cent of consumers regularly recall Out of Home advertising on the streets and roads.

“Our new offering will allow us to assist our existing and potential clients in obtaining truly cost efficient advertising that gives them the greatest return on investment. CCS will uncover nationally-representative insights which are not widely available in this market which will prove invaluable to brands who wish to instantly understand the Qatari consumer,” shared Martin Boot, General Manager of Carat Qatar and Kuwait.