"The MENA digital ad market is growing fast, but most brands are still fishing in the same two ponds. Tom Cogan, programmatic associate director at Assembly Global in Dubai, makes the case for going wider, across CTV, audio, DOOH, and even AI-powered search, and explains why last-click attribution is the biggest obstacle standing in the way."
"One key difference is audience behaviour: less than 10% of viewers in MENA have paid for ad-free streaming, versus over 80% in North America. That gap is a major opportunity for brands to reach audiences through ad-supported content. Combined with the region's appetite for flexibility and transparency, the building blocks are in place for a premium programmatic market where every dirham works harder."
"For starters, digital audio; with podcast listening in MENA being 39% higher than the global average. Podcast ads are already a no-brainer for MENA advertisers and a surefire way to capitalise on an audience"
The MENA digital advertising market is experiencing rapid growth, yet most brands concentrate their spending on limited channels. CTV adoption is developing with YouTube dominating as the primary video entry point, while local platforms like Shahid and Starzplay expand offerings. A critical distinction exists in audience behavior: fewer than 10% of MENA viewers pay for ad-free streaming compared to over 80% in North America, creating substantial opportunities for ad-supported content. Beyond CTV, emerging channels including digital audio, podcasts, DOOH, and AI-powered search are becoming essential to media plans. Podcast listening in MENA exceeds global averages by 39%, making audio advertising particularly valuable. Last-click attribution represents the primary obstacle preventing brands from diversifying across these channels and maximizing programmatic effectiveness.
#programmatic-advertising #mena-digital-marketing #connected-tv-ctv #digital-audio-and-podcasts #attribution-modeling
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