WARC, the global authority on advertising and media effectiveness releases the anatomy of effectiveness report for the MENA region. The report aimed at advertising agencies, marketers, and media owners alike, highlighting five key priorities for brands seeking to improve their impact in the Middle East and North Africa region. The report has been created in collaboration with the Choueiri Group and Kantar.
David Tiltman, VP Content, WARC, comments: “Around the world, there’s a rising concern among marketers that traditional forms of advertising are not driving brand growth in the ways they have come to expect. They are facing the challenges of attracting and holding consumers’ attention in a fragmented media environment. They see the rise of ad blocking and the mounting problems within digital communications. And these issues are relevant in MENA.
“However, there’s a huge opportunity to hone the craft of marketing for the MENA region by adapting global best practice to work with local, cultural, and socio-political nuances and reach over 400 million Arabic-speaking people.”
MENA IN NUMBERS
The report highlights the following five priorities for marketers who want their advertising budgets to deliver a return:
Invest for growth
The power of effective reach
Plan for recognition
Be creative, be emotional, be distinctive
Read the full report here.
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