Since the Association of National Advertisers (ANA) published its report into media transparency in the US market in 2016, advertisers have paid ever more attention to where and how their marketing budgets are invested. The impact of the ANA report echoes well beyond the US, covering all key territories, including the emerging powerhouse of MENA.
In the MENA region, many of the GCC markets experienced deflationary pressures in 2019. Consumers are trading down to cheaper brands, cutting margins and profitably for leading advertisers and making marketing efficiency a higher priority. As a consequence, it’s not just global advertisers but also local companies and conglomerates that are driv
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