Why testing for views instead of revenue is killing your CTV performance? 78% completion rate doesn't mean that your creative is performing incredibly well if the revenue numbers are still the same, with zero additional sales during the campaign You shouldn’t be happy that people are watching the whole ad! …
The Shifting Television Landscape in MENA The television advertising ecosystem across the Middle East and North Africa has undergone a fundamental transformation in recent years. As viewers increasingly move away from linear TV to streaming platforms, marketers face both new challenges and unprecedented opportunities to measure campaign effectiveness. In markets…
A few months ago, a regional advertiser ran a Connected TV (CTV) campaign across multiple platforms in the MENA region. One of their top-performing placements, they believed, was an Arabic drama series tagged as “Premium Family Content.” But after a closer audit, they realized something surprising: that same show had…
