Managing Saudi Arabia's Largest Out-of-Home Media Portfolio on One Platform

Company Overview

Rotana Signs is one of Saudi Arabia's leading out-of-home media companies, formed through the alliance of Rotana Media Services and Saudi Signs Media. The company operates large-format digital tower facades in Riyadh and Dammam and secured a 10-year, SAR 600 million concession covering more than 600 premium advertising sites across Makkah. Managing that volume of contracted media inventory, campaign bookings, and multi-site sales required a system far beyond spreadsheets and standalone accounting.

What We Did

Azdan implemented NetSuite as the financial core, covering general ledger, accounts receivable and payable, multi-entity accounting, and VAT-compliant reporting aligned with ZATCA requirements. This gave Rotana Signs a single source of truth for financials across its rapidly expanding site portfolio.

On top of finance, we deployed ScreenOps, Azdan's OOH advertising management solution, to manage the full lifecycle of the media inventory, covering screens, sites, and static formats, including availability, booking calendars, and campaign scheduling. Every advertising asset became a managed record inside NetSuite rather than a line in a planning sheet.

We built traffic management workflows on top of ScreenOps, so campaign trafficking, creative deadlines, publish and take-down dates, and rotation across screens are coordinated in the same system that bills the campaign. Operations and finance stopped reconciling two versions of the truth.

Finally, we implemented CRM and sales management so the sales team runs its pipeline, from lead to proposal to booked campaign, inside NetSuite. Won deals flow directly into inventory reservations and invoicing, closing the loop from first contact to revenue.

Results Achieved

• A single source of truth for financials across the expanding site portfolio, with VAT reporting aligned to ZATCA requirements from day one.
• Every screen, site, and static face is now a managed record with live availability and booking calendars, eliminating double bookings and planning-sheet errors.
• Campaign trafficking runs in the same system that bills the campaign, so operations and finance no longer reconcile two versions of the truth.
• Won deals flow directly into inventory reservations and invoicing, closing the loop from first contact to revenue and shortening the quote-to-cash cycle.
• Management sees pipeline, site occupancy, and revenue in one platform instead of separate sales, planning, and accounting files.

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