Director of Commercial
Global Brand & Communications Division
Al Jazeera Media Network
How is Al Jazeera positioning itself on the African continent? What are your main activities?
Al Jazeera is a Global News and Information Network, which strives to cover the under reported world with rich heritage and human stories. We continue to give a voice to the global south, which enriches our editorial output. We at the Network practice in depth journalism by empowering local talents and film makers from the continent. For African brands Al Jazeera is an ideal platform to reach influential International audiences.
What is the contribution of the African continent to the group’s turnover and your general presence worldwide? What is your strategy to hike up the numbers?
With Al Jazeera’s new initiatives, we are connecting African brands to investors and consumers in addition to promoting tourism. The results that we have had with selected brands are very promising. As part of our growth strategy, we are making the contentment at the centre of our plans. Going forward we are looking at building deep partnerships with progressive businesses in the continent with a key objective of supporting their growth.
With the internet and technological revolution, how is Al Jazeera coping with the shift from television to a more content based approach?
We have always had a content-based approach. When we launched in 1996, Satellite TV was the dominant medium for Intentional News, we were early adopters of platforms like YouTube, Twitter, Facebook and enjoyed amazing success with the launch of AJ+, which is digital native and exclusive. We continue to capitalise opportunities presented by technological developments, to reach out to the ever-growing global audience.
What are the advertising opportunities (TV & Digital) that exist in the African continent for Al Jazeera?
The African Television market is one of the key growth markets for Al Jazeera and maintains its value in terms of building Brand Equity. With exponential growth in digital and social platforms, it is presenting a strong tool for activations and conversion. Both mediums are very powerful and influential; we are working on a multi prompt strategy to capitalise these opportunities and to provide our partners best exposure on the global arena.
Why should brands and media agencies advertise on Al Jazeera?
Our approach to business is partnership driven, our goal is not just to have TVCS’ or display ads on our properties but to support the goals of the Brand in communicating its values and USP’s to audience. Al Jazeera is one of the most trusted and reputable brands; a large segment of our audience consists of the most influential and affluent people in the word. For African brands looking to grow globally, Al Jazeera provides the ideal platform. The Network is a multi-platform publisher reaching global audiences through virtually every significant platform. Many of the brands that we work with are return clients and have benefited from our partnerships for number years. Advertising with the Network has provided our partners and brands substantial global exposure and growth in their businesses. Our clients cut across various sectors ranging from tourism, airlines, financial products to NGOs.