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…

Across the Middle East and North Africa, a digital revolution is unfolding—not in boardrooms or tech hubs, but on the screens of millions of passionate gamers. While some marketers still cling to outdated perceptions of gaming as a niche hobby, forward-thinking brands are discovering an advertising goldmine with unparalleled engagement…