Rotana Signs holds 35% of outdoor advertising market

Nezar Nagro, Chairman of Rotana Signs Co.

Rotana Signs Co. holds about 35% of the outdoor advertising market, a share achieved within just a year and half, Chairman Nezar Nagro said.

Speaking to Argaam on the sidelines of Rotana Signs’ launch event, Nagro explained that the sector faces challenges tied to broader economic conditions, noting that the company has set a long-term plan to achieve its goals.

He emphasized that outdoor advertising is a demanding sector, built on long-term contracts and major commitments.

Nakro highlighted exclusivity as one of the key hurdles, as some media outlets operate under exclusive rights, which limits advertising spending. He said the company is working with clients to break through this barrier.

The market remains competitive yet concentrated among a limited number of players. In response, Rotana Signs aims to bring stability and balance, the top executive underlined.

Rotana Signs was formed through the merger of Rotana Media Services and Saudi Signs Media Co.

The company launched its outdoor advertising business with giant building screens—among the largest globally—and is now expanding into digital ads across televisions and online platforms. It plans to integrate these campaigns with its outdoor screens.