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posted on May. 20, 2025 at 8:30 amMay 20, 2025

The next MENA frontier: Media efficiency to carbon accountability

posted on May. 20, 2025 at 8:30 amMay 20, 2025

Conscious Media's Andy Powell explains the need for brands to embrace a dual imperative: Optimise for media efficiency and carbon reduction.

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Andy Powell, Co-Founder and CEO, Conscious Media.

As global climate urgency converges with digital transformation, sustainable digital media is fast becoming a strategic priority, not just a CSR checkbox. In the MENA region, where rapid growth in digital consumption meets a deepening national focus on sustainability, a new wave of innovation is reshaping how brands approach media planning, measurement, and responsibility.

We’ve seen firsthand how media efficiency and carbon reduction are no longer separate conversations. They are now one and the same. This convergence is accelerating across the Middle East, driven by progressive regulation, new measurement standards, and the rising expectations of consumers and governments alike.
UAE leads with

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Tags:Ad Net Zero advertisers Andy Powell Campaigns Cannes Lions carbon accountability carbon reduction communications compliance Conscious Media Consumers digital consumption digital emissions Expectations Global Media Sustainability Framework GMSF governments Greenbids measurement media media efficiency MENA programmatic regulation Seenthis sustainability sustainable digital media

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.