Search Results for : Measurability

Following issues of brand safety, measurability, data privacy and transparency, tech giants – mostly Facebook – have got themselves in hot water. Just last month Facebook chief Mark Zuckerberg appeared in front of the US Senate over the Cambridge Analytica scandal. Around the same time, users started a #DeleteFacebook movement with users deleting their account. […]

TJ Lightwala, head of Future Adaptive Specialist Team (FAST) and Performance, Mindshare MENA, spells out the real meaning of innovation in today’s media landscape Innovation is often referred to in the context of cool, new pieces of technology which, in some way, shape or form utility and overall value, which ought to help both, demand […]

Ziad Rahhal, LinkedIn’s head of marketing solutions for MENA talks about how B2B campaigns need to get the attention they deserve and what B2B marketers can do differently to shine brighter than their B2C counterparts B2B marketers always have the difficult job of trying to create memorable brands with sometimes less-than-memorable products. Having a strong […]

PHD has secured an exclusive launch partner agreement for Unilever with Digital Media Services (DMS) for its new DMS Video product. The agreement is designed to safeguard Unilever’s investments by securing an inventory that adheres to the marketer’s stringent viewability guidelines, a particularly important concern today. The FMCG group will receive privileged access to the Choueiri […]

Pierre Choueiri, Chairman and CEO, Choueiri Group, on what’s in store for Choueiri and the industry How are budgets changing in difficult times? How much is moving toward digital and is it at the expense of other channels? The media industry has been going through some tricky years, where in 2016, we saw an approximate […]

Sport360 recently announced a new agreement with Moat, the renowned attention-analytics specialists based in New York that was acquired by Oracle earlier this year. Accredited by the Media Rating Council (MRC) for desktop display, mobile and video, Moat, a part of the Oracle Data Cloud, provides actionable analytics in real time on multiple screens, formats […]

In order to work with the highest levels of measurability for its clients’ digital activities and enhance marketing performance, Omnicom Media Group (OMG), the media services division of Omnicom Group Inc, is extending its international partnership with digital analytics leader Moat to the Middle East. The decision is the latest move by Omnicom Media Group […]

When I was 17, I was hooked on Age of Empires, a computer game in which players are taken through an immersive, multi-player journey of a village becoming a town, a town becoming a country and a country growing into an empire. In a storyline that was primarily unscripted – and somewhat akin to the […]

Global media agency Starcom Mediavest Group (SMG) just announced a corporate rebranding initiative. Alex Saber, chairman of Starcom Mediavest Group MENA and VivaKi MENA, explains the reasons behind the company’s latest global refurbishment and the effect it will have on its MENA operations. Velocity marketing was a core reason behind the makeover, as Saber explains: “We […]

With the advent of new marketing technologies, marketers and the SME businesses are doing absolutely everything they can to keep up with the changing times. This stands true for the average human being too. The winds of change are blowing and interesting trends are being noticed almost every day. The best example to be cited […]

  Many financial institutions no longer want to harass random people over the phone – people whose numbers they’ve picked off a vast database of names. Instead, they want to refocus their energy and spending on talking to the “right customer” – the person who is in the market for their products and can meet […]

By Rishi Saxena Measuring impact is the big challenge. An average person in the Middle East is served over 1,500 online impressions a month and can see up to 600 marketing messages across different media channels within a day according to the results of a 2018 Nielsen benchmark study on MENA media trends. This does not […]

At a recent International Advertising Bureau (IAB) video event in the UK, over 80 percent of participants said time spent with the brand – or attention – was more important than Gross Rating Points (GRPs). In case you weren’t aware, the GRP is a measure of the reach of a campaign and how often people […]