户外，中东与法国零距离-FEPEInternational.PDFVIP

ASIA OOH ︱领袖人物︱ 户外，中东与法国零距离 访PIKASSO 董事长兼CEO Antonio Vincenti 本刊记者：吴哲 AOM: Located between Europe, Africa and Asia, what’re characteristics of the OOH industry in Middle East? what position does OOH hold in the media market in that region? Antonio Vincenti (Hereinafter Called “Antonio”): OOH in the Middle East is not homogeneous neither in quality nor in formats or in sales system. The Gulf area which is the most prosperous advertising part of the Middle East is characterized by a limited number of operators that pay a very high fee for short term concessions from municipalities (4 to 5 years usually). We have recently seen massive investments in the inventory especially in Saudi Arabia where the Choueiri Group’s Arabian Outdoor is the absolute market leader. JC Decaux who started operating in 2006 is today the operator of most airports of the Gulf and has developed two successful operations in Qatar and Oman. In the Levant area where our group Pikasso/Lawhat operates and is by far the market leader, we have two realities: the very sophisticated Lebanese market and the other 3 countries: Jordan, Iraq and Syria. Beirut, being one of the two advertising hubs of the Middle 中东户外，参差不齐 East, has a concentration of creative agencies that have AOM：地处欧亚非之间的中东，其户外广告行业有何特点？ upgraded tremendously the expectation of advertisers. 在当地的媒体市场，户外占有何种地位？ Today, it is a very particular OOH market where you can Antonio Vincenti ( 以下简称 “Antonio”) ：无论从媒体 find most of the latest technologies despite the fact that 品质、形式还是销售体系来看，中东户外广告的发展都显得 it remains small in terms of value and very uneven in the quality offered by the different suppliers. 参差不齐。 Whereas, in the three other countries we have classic 波斯湾地区是中东广告最发达的地方，其户外广告发 marke