For more than three decades – since its establishment and to this day, as it celebrates its anniversary – Alma Quattro has been a market leader in out-of-home (OOH) advertising. The company takes great pride in its accomplishments, but also its contribution to the development of new communication channels
In this interview for our magazine, Alma Quattro CEO Sanja Pešić speaks with undisguised pride about creativity, courage and the need to be different, but also the need to keep up with trends and introduce innovations.
She announces a major leap forward in the planning and offering of advertising space coming up next year, with an even smarter approach to leveraging the advantages of digitalisation.
You recently celebrated 30 years of Alma Quattro, marking this significant anniversary in late October. Congratulations!
— We believe that 30 years of work is truly something to celebrate, and we’re proud of everything we’ve accomplished. We also like to highlight the fact that we’ve contributed to the development of a new communication channel in Serbia’s advertising market.
We’ve also changed over these three decades – those of us who started it all have grown wiser, more patient and better prepared for the inevitable changes necessary for the continued development of the business.
Keeping up with modern technologies is crucial for any business, and you’ve embraced digitalisation. Do you believe the best results are achieved by combining OOH with other advertising formats?
— If we use the advantages of digitalisation wisely, a new dawn awaits us. The main advantage of digitalisation is that OOH has become an additional screen alongside TVs, mobile phones and computers.
It enables more attractive presentations of advertising messages, faster response times and shorter preparation deadlines, while offering vast creative and interactive possibilities—especially at eye level. Here I’m referring primarily to smaller formats, particularly at bus stops.
It is people themselves – their creativity, ideas, courage, and desire to be different – that can influence the innovations digitalisation enables
What’s missing on the market is precisely the use of these possibilities, which digitalisation enables. The interactive benefits of digital media are already being widely utilised worldwide. I believe, and expect, our creative industry will follow this path.
Technological advancements and innovations make OOH and DOOH even more engaging, distinctive and capable of drawing consumers into deeper communication with brands.
It is people themselves – their creativity, ideas, courage and desire to be different – that can influence the innovations digitalisation enables. Creative concepts can be adapted on the basis of weather conditions, time of day or specific events. However, the potential of motion, video and animated content remains underutilised.
What can we expect in the future from Alma Quattro, a company that embraces innovation?
— I believe this process cannot be stopped or slowed and that, in the future, we will rely exclusively on new technologies that will not only shape business environments, but also manage them.
It will ultimately be up to people to decide to what extent, and in which ways, these technologies are utilised.
We still believe that the combination of the classic billboard, which allows 24/7 display of advertising material, and the modern digital screen, which offers great advantages in terms of creativity and animation, but is visible only a fraction of the time, is a winning formula.
Alma Quattro has always been dedicated to innovation, and we’ve decided to take a step further for the coming year in terms of planning and offering advertising space, as well as updating smaller formats.
But we’ll save those details for another issue of CorD Magazine. The year to come will undoubtedly bring clarity, and we view 2025 as the year of a new dawn.