Dubai-based martech startup MEmob+ has won five awards at the MMA Smarties DACH Awards 2025 in Germany, marking a significant milestone for the UAE’s growing advertising technology ecosystem.
The company secured honours across multiple categories, including Cross Digital Media Marketing, Gaming, Gamification & E-sports, Data Insights & Contextual Marketing, and New Retail & Innovative Tech Sales Marketing. MEmob+ also received the Gold Industry Award for Tech Enabler of the Year 2025, competing against global technology firms and leading international agencies.
MEmob+ stood out for its proprietary technology that connects offline consumer behaviour with online engagement, enabling brands to measure real-world impact through data-driven insights. Unlike platforms that rely on third-party tools, the company develops its own systems for location intelligence, audience profiling, and data monetisation, while operating within strict GDPR compliance requirements.
Commenting on the achievement, Ihab El Yaman, Founder and CEO of MEmob+, said the recognition highlighted the company’s ability to deliver measurable outcomes in complex categories such as FMCG. He noted that the firm’s strength lies in its internal capability to link offline and online data in a compliant manner, enabling more precise targeting and performance measurement.
One of the award-winning campaigns was KitKat’s “Breaks That Connect”, a gamified activation delivered across Germany, Austria, and Switzerland. Using MEmob+’s AllPings Location Intelligence and Excelate DSP, the campaign targeted consumers at high-footfall locations such as train stations, university campuses, and urban centres. Messages were served in real time based on location and context.
According to campaign data shared by the company, the activation resulted in a 23% uplift in in-store sales, a 2.8-times increase in click-through rates, 89% viewability, and a more than 15% lift in brand consideration. The campaign also contributed to Nestlé being named Brand of the Year at the awards.
Industry observers say MEmob+’s success reflects a broader shift in advertising, as brands move away from mass-reach approaches toward precision targeting, cross-platform measurement, and transparent performance tracking amid tightening budgets.
The wins also signal the growing maturity of the UAE’s technology and marketing ecosystem, with regional startups increasingly competing — and winning — on global stages. For advertisers and agencies, the results underline the rising importance of data-led strategies that deliver relevance, accountability, and measurable impact.
