Faden Media on the forefront of revolutionizing Digital OOH in Saudi Arabia

Posted on 2025 Jan,30 | By Ghada Azzi

Hamad Al Enezi, partner and CEO of Saudi-based company Faden Media, is a visionary leader in media development, recognized for his pioneering impact in Digital Out-of-Home (DOOH) advertising and state-of-the-art media solutions.

Leading innovative media ventures across Saudi Arabia and the Middle East, Hamad Al Enezi is dedicated to advancing digital platforms and fostering the next generation of media leaders, establishing himself as a transformational force in the industry.

In this exclusive interview, Hamad explains what makes Faden Media standout in a market where media players abound.

You lead a diverse media portfolio encompassing outdoor advertising in malls and markets, social media management, printing and production services, and an AI-driven platform for in-app advertising and influencer marketing. With a presence across both traditional and cutting-edge industries, how do you envision the future of Saudi Arabia within this dynamic landscape?

In Saudi Arabia’s evolving media landscape, we see tremendous potential to integrate traditional strengths with emerging technologies. Our approach is to bridge outdoor and digital media channels, creating a seamless experience for brands and audiences across outdoor, malls, in- markets (retail media), and digital platforms. By strategically investing in areas like AI-driven advertising, in-app solutions, and influencer marketing, we’re contributing in setting the stage for Saudi Arabia to lead the region in media innovation.

Our vision is not just to participate but also to shape the future of media in KSA, developing a robust, dynamic ecosystem that empowers local talent and supports digital transformation. With our comprehensive portfolio, we’re committed to harnessing the unique opportunities in this market to create impactful, sustainable growth aligned with the Kingdom’s vision. By doing so, we’re helping to elevate Saudi Arabia’s position as a leader in media and advertising on the global stage.

Given your involvement across various media sectors, why do you place a particular emphasis on outdoor advertising? What makes it a prime focus for you within this diverse portfolio?

Our emphasis on outdoor advertising stems from its unique ability to create highly visible, personalized experiences that connect brands with consumers in impactful ways. Outdoor spaces in Saudi Arabia are vibrant hubs, and by utilizing Digital Out-of-Home (DOOH) technology, we’re able to deliver tailored content that aligns with specific audiences, locations, and moments. This level of personalization enhances brand relevance and resonates more deeply with consumers, fostering stronger, more meaningful connections.

For brands, outdoor and indoor advertising offers unparalleled reach combined with data-driven insights, enabling them to measure engagement and optimize campaigns in real-time. For consumers, it transforms everyday spaces into interactive experiences that are informative, relevant, and engaging. By prioritizing outdoor advertising, we’re not only maximizing visibility but also creating value for both brands and audiences, contributing to a more dynamic and connected media landscape in Saudi Arabia.

While you've highlighted the importance of outdoor advertising, you've also emphasized in-market initiatives by signing a Memorandum of Understanding with Panda Saudi and SCAI. What drove your focus on in-store advertising, and how will this partnership benefit shoppers by integrating advanced AI and data-driven strategies within Panda stores?

Our focus on in-store advertising stems from the dynamic growth of Saudi Arabia’s retail sector, valued at approximately SAR 100 billion. With brick-and-mortar stores accounting for 98% of the market—equivalent to SAR 98 billion—physical retail spaces remain the dominant channel for connecting brands with consumers during critical decision-making moments. This provides a significant opportunity to engage shoppers directly within these environments.

Our partnership with Panda Saudi and SCAI marks the first cornerstone in transforming the retail advertising landscape. Through this collaboration, we are introducing advanced AI and data-driven strategies within Panda stores to enhance the shopping experience. This innovation allows us to deliver personalized content and targeted promotions, ensuring shoppers receive relevant and timely offers that truly add value to their journey. For brands, this initiative enables direct engagement with their audience at the crucial point of purchase, driving both immediate impact and long-term loyalty. However, we see this as just the beginning. While this partnership is a major step, we aim to replicate and expand these efforts across other key players in the retail sector, building an integrated ecosystem where technology and physical retail work seamlessly together.

By pioneering these advancements, we are setting a new standard for in-store advertising in Saudi Arabia’s vibrant retail landscape and positioning ourselves to drive continued innovation across the sector.

Obviously, by putting AI at the heart of your model, you intend to address the booming retail media sector. How do you intend to make sense of all the data collected?

Integrating AI into our model is a strategic response to the booming retail media sector, enabling us to leverage rich data for personalized, effective, and measurable campaigns. By combining advanced analytics and machine learning, we transform raw data into actionable insights, allowing real-time adjustments that enhance customer engagement and optimize marketing impact.

Our readiness for AI integration stems from years of preparation, including workforce training to align human expertise with AI capabilities. Additionally, we ensure full compliance with the Personal Data Protection Law (PDPL), reinforcing transparency and trust in our processes. It's important to note that while we use data to drive precision, we do not utilize personal data. Instead, we rely solely on Ad IDs, ensuring that all data remains anonymized and secure. This approach guarantees privacy while enabling tailored advertising solutions, making the customer experience more relevant without compromising personal information.

This cohesive approach positions AI as a complement to human talent, automating repetitive tasks and freeing our team to focus on strategic, value-driven work. Together, this synergy of data, AI, and human creativity enables us to meet the evolving demands of the retail media sector with precision and impact. By maintaining a commitment to ethical and privacy-focused practices, we are setting a benchmark for responsible AI integration in the industry.

Could you share your thoughts on the main challenges that need to be addressed within the OOH sector?

One of the main challenges our industry faces is the need for a refined, more audience-centric approach.

First, creativity needs to evolve to cut through the noise, moving towards clearer, purpose-driven content that engages without overwhelming. We’re seeing a shift away from visual clutter and toward designs that are intentional, relevant, and aligned with consumer interests. This shift is critical to building trust and maintaining engagement in an increasingly crowded digital space.

Measurement is another area that requires improvement. While we have access to more data than ever, the challenge lies in translating this data into meaningful insights that drive actionable strategies. Better measurement tools are essential—not just for assessing reach but for understanding impact, brand sentiment, and conversion. Accurate metrics will allow us to optimize campaigns in real time and deliver greater value for advertisers.

Fine-tuning these elements ensures that each interaction is as relevant as possible, enhancing the consumer experience and maximizing return on investment. Addressing these challenges holistically will enable us to build a more effective, sustainable media ecosystem that aligns with the evolving expectations of both brands and audiences.

“Today, we’re in a position where we’ve made it challenging for others to keep pace with our efforts and standards.”

With the evolving media landscape in Saudi Arabia and the nation’s focus on local development, how do you view the role of media buying units (MBUs) and agencies within the Kingdom?

With Saudi Arabia’s media landscape rapidly advancing and local talent becoming increasingly proficient, we see a valuable but evolving role for media buying units (MBUs) within the Kingdom. MBUs have been instrumental in transferring expertise, introducing high standards, and helping to shape a professional media environment. Their knowledge and technical skills have contributed significantly to developing the capabilities of Saudi professionals, allowing the local industry to mature at an accelerated pace.

Today, with the high level of competency achieved by Saudi professionals, we’re seeing a shift where local talent is increasingly equipped to lead and drive media initiatives independently. This evolution doesn’t eliminate the need for MBUs but repositions them to offer specialized support in areas where they can provide unique insights or advanced technologies. The collaboration between local talent and local and international MBUs is now more targeted, focused on elevating skills, and refining strategies, ultimately supporting a self-sustaining and competitive Saudi media industry

What top three trends within the ad/media business you think will define and shape the industry in the months to come?

In the coming months, three key trends will define the ad and media industry: omnichannel strategies, the integration of data and AI, and elevated creative standards.

Omnichannel presence is becoming essential, with brands needing to seamlessly engage audiences across online, offline, and outdoor platforms. This is powered by the second trend—data and AI integration—which is revolutionizing how we operate. By combining data-driven insights with AI capabilities, brands can deliver hyper-targeted, real-time campaigns that create consistent and personalized experiences across all touchpoints.

Finally, creativity remains a cornerstone. In an era of selective audiences, innovative storytelling that resonates emotionally will set brands apart; while blending technology with human-centric narratives is sure to to create campaigns that are both impactful and memorable.

“Our vision is not just to participate but also to shape the future of media in KSA, developing a robust, dynamic ecosystem that empowers local talent and supports digital transformation.”

Where is the Media industry heading amid the development going?

Saudi Arabia's media industry is on the brink of remarkable growth, fueled by a mix of strategic government investments, transformative mega-projects, and the adoption of advanced technologies.

Projects like NEOM, The Red Sea Project, and Qiddiya are not only redefining the real estate and tourism sectors but also creating expansive platforms for media and advertising. These developments offer unparalleled opportunities for content creation, brand engagement, and visibility, paving the way for Saudi Arabia to emerge as a central hub for innovative media experiences.

Moreover, landmark partnership between the Public Investment Fund (PIF) and Google on 'Project Transcendence' further cements this trajectory. This $100 billion initiative will build advanced AI infrastructure and develop Arabic-language AI models, with a focus on empowering local tech development. Such projects are key to diversifying the economy and embedding technological advancement within the media industry.

Through the integration of technologies like AI, Saudi Arabia is establishing new standards for personalized, data-driven, and impactful media content. These elements collectively position the Kingdom as a leader in the regional media landscape, ensuring robust growth and abundant opportunities for industry stakeholders in both the medium and long term.

As you look ahead, how do you view the future of the industry and the impact of your sustained, long-term investments?

We’ve reached an exciting stage where we’re starting to reap the rewards of 15 years of dedicated investment and focus in this industry. By developing local talent, investing heavily in infrastructure, and building strategic, long-term partnerships with key players in Saudi Arabia, we’ve established a solid foundation that sets us apart. Today, we’re in a position where we’ve made it challenging for others to keep pace with our efforts and standards.

Our commitment to nurturing talent has allowed us to reach this point of success, and we’re committed to ongoing development to ensure this industry continues to thrive. The momentum we’ve built isn’t just about current achievements—it’s a continuous journey, and we remain dedicated to pushing forward, setting new benchmarks, and sustaining growth for the future of media in Saudi Arabia.