An Exclusive Interview with Lewaa Hamadeh

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1. What progress has Streach made in 2023-2024, and how has the market responded to adopting the research and its usability?

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There has been a noticeable increase in the adoption of Streach metrics and usage since 2022. We have measured more than 1000 campaigns in 2023 and we are witnessing an increase in measurement demand. In Q1 2024 alone, 291 campaigns were measured on Streach, marking a year-on-year increase of 31%. The top spenders in the Luxury, F&B, Telco, and Automotive verticals are now mandating post-campaign measurement on Streach. This resulted in 129 clients receiving Streach measurement reports in Q1 2024, showing a year-on-year increase of 180%. The Streach simulator remains a valuable tool both media owners and agencies use. In Q1 of 2024, over 700 campaigns were simulated on Streach for 281 clients.
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2. What are the latest developments with Streach in 2024?

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In 2024, our plans are focused on scaling up Streach and introducing new features. The research was launched recently in Qatar, Kuwait, Oman, and Jordan, which helped expand our reach and user base. We recently completed the migration of Streach to AWS, which has resulted in improved stability, reliability, and speed for end-users. More improvements are currently in the pipeline. We also finalised the MVP for creative assessment in Q1 and will be rolling it out in the next release. Additionally, we launched transit media measurement for scheduled and non-scheduled media covering both static and DOOH.

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3. Could you elaborate on Seventh Decimal’s partnership with BackLite and collaboration within Streach?

BackLite has been one of the early adopters of Streach. I remember presenting Streach to James Harrison on his 2nd day in Dubai in 2020, and he has believed in our vision since then and has spared no effort to support us in realising that vision. BackLite is an active member of Streach’s technical committee, contributing to discussions around impressions, methodology, DOOH, and PrDOOH. In 2022 BackLite sponsored a FFM study (Full Funnel Model) as a collaboration with Seventh Decimal and KINESSO, which for the first time included impressions on OOH as inputs to the FFM. BackLite also piloted audiences on PrDOOH with ADCB showcasing their active involvement in the space. BackLite regularly provides feedback on Streach’s usage, suggesting features and improvements, and demonstrating a solid partnership with Seventh Decimal.

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4. What are the plans for Streach from a product perspective?

We are constantly investing in developing and evolving Streach to stay at the forefront of OOH measurement in the GCC. With our commitment to innovation, we introduced an Artificial Intelligence (AI) discipline to test and develop a set of qualitative metrics that would complement the existing quantitative currency metrics. Additionally, we plan to develop a bundle of Streach APIs that will support the integration of Streach metrics into client dashboards and programmatic platforms, for both planning and reporting. We also plan to introduce additional audience datasets for comprehensive post-campaign measurement that align with industry trends and clients’ needs.

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