For years, brands have struggled to reconcile brand building and performance marketing. It’s been a battle between the soaring melody of brand and the insistent rhythm of results. In today’s noisy media landscape, where consumers crave consistent, relevant experiences, brands need to find a better way.
CTV is reshaping advertising, bridging a divide between brand and performance. Think of CTV as the conductor, bringing those two orchestras together harmoniously.
The region’s appetite for digital content makes it fertile ground for CTV. Platforms like Shahid, OSN+, and StarzPlay offer unique engagement opportunities. Fueled by local narratives and expanding internet access, streaming viewership in MENA is set to scale up reaching 365 million by 2029 (Statista). This is a huge opportunity, but many brands aren’t primed to seize it.
Enhancing linear TV viewing, CTV has become a pivotal channel, the new prime time. It enables a unified approach that fuels both awareness and measurable results.
By leveraging data-driven targeting, advanced measurement, and compelling creative, CTV empowers advertisers to craft narratives that capture attention and drive tangible business outcomes. Imagine composing stories with melodies that stick, and orchestrating campaigns that resonate. It reaches consumers at scale with premium content, combined with the agility of programmatic buying. This approach – weaving brand messaging into performance-oriented campaigns – is incredibly effective.
CTV ad formats are continually evolving. Interactive formats like QR code ads and clickable video ads are turning TVs into assisted sales channels, driving measurable conversions and proving ROI. Forget basic reach; we’re talking brand lift, conversion tracking, and A/B testing in real-time. This isn’t just TV advertising; it’s TV advertising, amplified.
What’s driving this convergence? CTV’s ability to overcome performance plateaus, the power of cross-device attribution, and its multi-viewer influence. These are the key instruments in the CTV orchestra, each playing a significant role.
Reaching New Audiences and Combating Ad Fatigue: CTV extends reach beyond traditional TV, targeting emerging streaming-first audiences with compelling ad format
Closing the Loop with Cross-Device Attribution: Cross-device attribution provides better reporting and deeper insights, demonstrating the direct impact of CTV campaigns.
Supercharged Influence Across Multiple Viewers: CTV leverages data from multiple individuals within a household, rather than just one pair of eyeballs maximizing ROI.
Of course, CTV isn’t without its challenges. Transparency and ad-fraud are real concerns. As DoubleVerify’s latest report highlights, the platform faces issues such as a lack of transparency and ‘TV Off’ scenarios which can lead to wasted ad spend. Advancements in verification technology and industry collaboration are actively addressing these concerns, fine tuning the instruments for a more secure and reliable CTV ecosystem.
In conclusion, CTV isn’t just another channel; it’s where brand and performance create exponential growth. It’s where the melody of brand meets the rhythm of results, creating a marketing symphony that truly resonates. With CTV, we’re talking brand lift, conversion tracking, and A/B testing in real time. CTV ad spending in MENA is expected to reach US$169.49m in 2025, with a projected market volume of US$196.83m by 2029.
In a world of fragmented attention, can your brand afford to ignore the unifying power of CTV? The answer is a resounding no.
