Ziad Issa, CEO, IPSOS MENAAdvertising is no longer a race for visibility only. It is a competition for attention, and attention has become the most valuable asset in marketing. In a world where audiences are more selective and more empowered than ever, the brands that succeed are those that earn this attention rather than demand it.
Across MENA, consumers are surrounded by content from morning to night. They scroll, swipe, skip, and mute at record speed. Ipsos research shows that almost 75 per cent of viewers decide within five seconds whether to continue watching an ad. That fleeting moment now determines whether a message connects or disappears.
The underestimated engine of impact
While many advertisers chase short-
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