ELAN Media, Qatar’s leading media company, has opened a new chapter in audience intelligence with the launch of InMotion 2.0, an enhanced out-of-home (OOH) audience measurement platform. The advanced platform was launched in a special event at Novo Cinemas, The Pearl, in front of an exclusive audience of existing and potential clients, partners, and industry leaders.

Originally introduced in 2022 through a pioneering partnership with telecoms giant Ooredoo and data intelligence company Kido Dynamics, InMotion has already set a new standard in the region’s OOH analytics space. Now, InMotion 2.0 builds on that foundation with powerful new features designed to give advertisers unmatched clarity, control, and confidence in their campaign planning. InMotion 2.0 uses AI-driven Multi-Series Auto Regressive techniques powered by Ridge Regression algorithms, which achieve a forecasting accuracy of 10–12% mean absolute percentage error on a monthly level.

“We are committed to reshaping the media landscape through data and innovation,” said Jaber Al-Ansari, GCEO, ELAN Group. “InMotion 2.0 is more than an upgrade, it’s a strategic leap forward. For the first time, our clients and agency partners will have direct access to predictive planning tools that mirror the real world with astonishing accuracy. This transforms how campaigns are designed, targeted, and optimized.”

InMotion 2.0 features a suite of tools under a new Campaign Planning module, allowing users to forecast impressions and demographic reach using predictive models based on historical and near-real-time trends. 

Advertisers can now filter audience profiles, instantly view top-performing OOH assets to better target their campaigns. Clients can also generate impression forecasts and dynamic coverage maps and submit tailored campaign plans directly through the platform. Notifications are instantly sent to ELAN Media’s sales team, ensuring a seamless transition from strategy to execution.

“InMotion 2.0 enhances transparency and precision for every step of an OOH campaign,” Al-Ansari added. “It’s a smart, efficient and data-driver solution designed around our clients’ needs.”

The platform’s underlying intelligence is powered by Kido Dynamics, a data science firm specializing in mobility insights. Using anonymized telecom big data, Kido enables InMotion to map where audiences are and where they’re going, unlocking new levels of planning foresight.

“We are proud to partner with ELAN Media in pushing the boundaries of what’s possible with mobility data,” said Alberto Hernando de Castro, Founder Director and CEO, Kido Dynamics. “Our expertise in transforming movement data into actionable insights gives advertisers the tools to predict behavior, not just measure it. That’s the future of OOH advertising and it’s happening now.”

By offering real-time analytics for every one of its assets, ranging from high-profile digital networks in Msheireb and Lusail to landmark LED screens at the Museum of Islamic Art, ELAN Media continues to solidify its leadership in the region’s OOH industry.