Advertising platform VIOOH teams up with ELAN Media to extend programmatic advertising reach in Qatar
In a significant move, digital out-of-home advertising platform VIOOH has partnered with Qatar's leading media company, ELAN Media. This partnership marks VIOOH's entry into the Middle East market, offering programmatic advertising access to over 220 digital screens across Qatar's premium shopping destinations and roadside locations.
The partnership, announced on September 4, 2025, includes some of Qatar's most iconic venues. Mall of Qatar, a super-regional shopping center attracting 14.8 million visitors annually, is among them. Doha Festival City, which ranks among the top 20 malls globally and houses over 500 stores, is also part of the deal.
Place Vendôme Qatar, featuring over 500 luxury retail outlets, and Drive! Media's roadside network, operating Qatar's largest roadside screen network with 53 premium digital displays, are also included in the partnership.
The technical infrastructure of this partnership enables programmatic buying through VIOOH's advanced technology platform, providing streamlined programmatic advertising experiences. This partnership is expected to revolutionize the way brands interact with consumers in Qatar, offering a more targeted and efficient advertising solution.
VIOOH's expansion into Qatar reflects broader programmatic DOOH expansion trends across multiple markets. The company operates programmatically across 34 markets globally and maintains partnerships with over 50 demand-side platforms.
Notably, VIOOH has also partnered with Intersection in the US, expanding DOOH advertising across major cities. Similarly, the company has partnered with FRAMEN in Australia, expanding digital out-of-home advertising in coworking spaces.
In the UK, VIOOH added Outernet's premium London inventory to its programmatic platform in July 2025. In the US, VIOOH partnered with Vengo in August 2025, providing access to 65,000 digital screens.
Key executives involved in this partnership include Gavin Wilson, Global Chief Commercial Officer at VIOOH, and Ibrahim Mohamed Hassan, Managing Director at ELAN Group.
While VIOOH's Qatar partnership is a significant step forward, it's worth noting that other outdoor advertising giants, such as JCDecaux, could potentially be involved in the digitalization of outdoor advertising in other Middle East countries. However, specific details about future involvement in the Middle East region are not currently available.
This partnership is set to reshape the advertising landscape in Qatar, offering brands a more targeted and efficient way to reach their audience. As VIOOH continues to expand its reach, it's clear that programmatic DOOH is becoming a dominant force in the advertising industry.
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