MEmob has announced that it has been selected by leading independent mobile marketplace Millennial Media to be the company’s official representative for the Middle East & North Africa (MENA) region. As the mobile division of Mediaquest, the region’s largest privately-owned media company, MEmob’s new partnership will provide digital stakeholders in the region with access to Millennial Media’s global scale, mobile-first expertise and premium mobile inventory.
“Mediaquest launched MEmob in 2013 to capitalise on emerging digital opportunities for media and marketing in MENA, aiming to educate clients on mobile and to produce powerful campaign case studies that define the MENA mobile advertising marketplace,” says Julien Hawari, Co-CEO, Mediaquest. “Mediaquest’s partnership with Millennial Media will only help MEmob and its clients to drive the evolution of mobile advertising in the region and we look forward to building even more compelling new campaigns together in 2015,” he adds.
“Mobile is a consumer’s most intimate, immediate and valued device and with them 24/7. In order to engage with them successfully, it’s critical that brands create mobile experiences that move with consumers as they move between screens, places, media and moments,” says Zac Pinkham, managing director, EMEA, Millennial Media. “Combining MEmob’s regional expertise with Millennial Media’s creative excellence and global scale will enable brands in MENA to do just that, leveraging the unique insights afforded by mobile to roll out compelling campaigns,” he added.
Since its launch, MEmob has conducted extensive MENA market research, collating individual data from specific countries in order to understand creative type and demographic performance benchmarks.
“We have a highly skilled and qualified team of data analysts accessing every single campaign we execute, enabling MEmob to gain a significant commercial advantage. This has proven to be highly beneficial when it comes to understanding the MENA mobile market, enabling us to gain a greater understanding of Arab consumers, which puts us in a better position to offer insights for brands in the region,” adds Hawari.
Adding to its list of accomplishments, MEmob has now introduced the CPCV (Cost Per Completed View) metric into the MENA mobile marketplace for extremely cost effective rates. Alongside Millennial Media, Mediaquest is currently working on regional first creative campaigns which cover a broad range of sectors, including Automotive Beauty and Retail.
Based in Media City, Dubai and operating from Mediaquest’s specialist digital division, MEmob now reaches one third of the MENA region through its network. The division offers a comprehensive array of mobile solutions, including apps and content, video, production, promotion and advertising services.