“The expansion of our washroom advertising holding into the UAE was purely motivated by advertiser demand coupled with the measurability and gender specific nature of the medium,” says Kramer. “As fast as we can secure new sites, they are snapped up by our advertisers.”
“The beauty of washroom advertising is that consumers are only engaging with one brand at a time and there is no other media in that environment to detract their attention,” he says.
TLC's current advertisers include Henkel, Proctor & Gamble, Nivea and L'Oreal. The company will be expanding operations into the UAE and Saudi during the first quarter of this year.
Because of Dubai's fervent gender specific traditions, female FMCG products showing visuals of women are prohibited from conventional mass media like outdoor billboards, bus shelters and print. The legislation on female advertising forces advertisers to adapt strategies to compliment local parameters, resulting in ambient media becoming the primary advertising stronghold for women's products such as cosmetics, perfume, hair care products and sanitary products.
