Under Jalal’s leadership, Al-Arabia has fully digitized its network, marking a global-scale advancement in the OOH industry. The company’s next milestone, the launch of programmatic digital out-of-home (pDOOH), signals a new era of automation, scalability, and measurable performance in regional media planning. The initiative begins in Dubai, where the first wave of programmatic screens is set to redefine reach and efficiency for advertisers. Until now, Dubai’s programmatic OOH landscape has been fragmented and limited, constraining campaign coverage and scale. Al-Arabia’s entry into this space will change that dynamic—unlocking access to premium inventory and enabling advertisers to integrate OOH as a central, data-driven component of their digital strategy.
CCO
Jalal Khanfour
Jalal Khanfour, Chief Commercial Officer at Al-Arabia, is at the forefront of redefining out-of-home (OOH) advertising across the Middle East and North Africa. With a strategic vision rooted in digital innovation and automation, he is driving Al-Arabia’s transformation into a digital-first media powerhouse, positioning Saudi Arabia among the world’s top 10 markets in digital out-of-home (DOOH) penetration.
From Fragmented to Scalable Media Ecosystems
For Jalal, programmatic OOH is not just about automation—it’s about accessibility and value creation. By combining scale, automation, and premium digital inventory, Al-Arabia aims to deliver a reliable and results-oriented advertising ecosystem. This evolution empowers agencies and brands to: • Build campaigns with the reach and precision of digital channels. • Activate media buys in real time, removing friction from traditional processes. • Achieve measurable impact through dynamic, adaptable campaigns.
Saudi Arabia: The Next Frontier for pDOOH
While Dubai serves as the launchpad, Saudi Arabia remains the ultimate destination for scale. With the Kingdom’s rapid urban development and the ambitious objectives of Vision 2030, the Saudi market offers unprecedented potential for data-led, digital OOH growth. Jalal envisions Al-Arabia’s programmatic expansion as a regional catalyst, setting new benchmarks in how brands engage audiences in fast-evolving urban landscapes.
Philosophy: Building Value, Not Just Channels
Jalal’s leadership philosophy is grounded in one principle: “Programmatic cannot just exist—it must deliver value.” To achieve this, Al-Arabia is investing in advanced technology, global-standard integrations, and collaborative market education with agencies and advertisers. The goal is to establish trust, consistency, and measurable ROI—ensuring that programmatic becomes a cornerstone of media planning, not just an auxiliary tool.
Looking Ahead
Under Jalal Khanfour’s direction, Al-Arabia’s rollout of pDOOH represents a step-change for the region’s advertising industry. By merging automation with scale, he is driving a vision where OOH becomes as agile, data-driven, and impactful as digital media itself. For Jalal, this evolution is not the end of transformation—it is the beginning of a new chapter in how OOH is planned, bought, and experienced across the region.
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