The Middle East advertising landscape is transforming at an unprecedented pace and media powerhouses have got front row seats to this change.
On one hand, the demand for interactive, immersive, and impactful campaigns has led the march towards viral social media platforms, virtual reality, and augmented reality. On the other hand, there has been a significant push towards responsible and relevant advertising, with sustainability, social responsibility, and social impact at the fore. As a result, brands and advertisers now have to think more carefully than ever before about who they are and what they stand for.
Campaign Middle East spoke to Karen Saltser, the CEO of Bloomberg Media who is visiting the Middle East, about how region is shaping up into one of the most dynamic advertising markets globally.
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Key trends advertising trends to keep an eye on
We picked Saltser’s brains on a score of topics from social media to strategic partnerships and subscription models, local and cultural nuances, contextual campaigns, first-party data, the power of robust brand reputation, and more.
Starting off the conversation on key advertising trends, Saltser said, “Companies are increasingly recognising the need to invest in social media and video content. However, a key trend is the growing importance of strategic partnerships between B2B companies and media organisations. For instance, at Bloomberg Media, these partnerships go beyond traditional advertising. By leveraging proprietary data, advanced analytics, and audience insights, we collaborate closely with B2B clients to craft effective brand messaging across our video, social and live experiences.”
The Middle East region is also witnessing a big push towards content that feels authentic, is regionally relevant, and resonates locally. Brands and consumers alike have begun to demand content that mirrors their principles.
Saltser concurred, “Modern business leaders are really focusing on understanding the diverse cultural nuances in the region to tell the Middle East story and build stronger connections with their audiences. Sustainability and corporate social responsibility are also high on the agenda in the region.”
“Brands want their campaigns to reflect these values to meet the expectations of their customers. And let’s not forget that advancements in technology like AI, AR, and VR, are opening up new, creative ways for brands to engage with their audiences and stand out in a crowded market,” she added.
Brand safety: Sensitivity to news and optimising campaigns in real-time
In a region where people are not only constantly tuned into the latest news, but have also become increasingly sensitive (and at times, tuning out) to what they watch on various channels, it has become increasingly crucial to keep an eye on brand safety, and to constantly measure and optimise campaigns in real-time while ensuring that they are positioned next to suitable content.
“Brand safety and real-time optimisation are crucial for long-term success,” Saltser said. “Our commitment to professionally produced journalism, particularly in business news, ensures that we provide a brand-safe environment for advertisers.”
Often brand safety can be a concern in user-generated content (UGC) and social media, however, platforms such as Bloomberg Media have confirmed that all their employees adhere to stringent editorial standards.
Commenting on how Bloomberg implements campaign optimisation, Saltser said. “Our approach to optimisation begins before the sale, using proprietary data and insights to align with priority topics. This continues post-sale, where our customer service team works closely with clients to optimise performance based on ad type and distribution channel.”
She explained, “It’s not just about reaching the right audience; it’s about ensuring that the messaging is delivered in the right context and continuously refined to stay relevant and impactful. In a region where trust is paramount, these practices are essential for building and maintaining long-term brand success.”
Subscription models: Audience insights driving positive outcomes
Several broadcasters and publishers in the region have also begun driving their digital, on-air, and print families down the subscription route, gathering insights along the way in the hope of building loyal communities and developing deeper connections with their audiences.
Commenting on the impact of this model on brand-building and advertising, Saltser said, “The key is an audience-first strategy — really digging into what our viewers, readers, and listeners want and need. This means looking at data not just as numbers, but as insights into how you can better serve your audience across all platforms.”
Bloomberg recently surpassed 600K subscribers globally. Approximately 20 per cent of its subscribers come from Europe and the Middle East, the brand revealed.
“Our advertising clients value our media solutions because they’re powered by proprietary data and insights and supported by brand storytelling that resonates with modern leaders. When audiences are deeply engaged, advertisers are naturally drawn to platforms that foster such meaningful connections,” Saltser said.
She added, “When you focus on what really matters to your audience, you’re not just delivering content—you’re building relationships and deepening engagement with our brand through various platforms from newsletter to live events. Whether it’s creating niche content for specific professional groups or offering more interactive experiences, these efforts lead to deeper engagement, which in turn drives other positive outcomes.”
“Better data” > “More data”
Saltser also spoke to Campaign Middle East about why in today’s media landscape, it’s not about how much data one can collect — it’s about how one uses that data to drive meaningful outcomes.
“While we have access to vast amounts of information, what really matters is the quality and relevance of that data. We’re a data rich publisher focused on harnessing ‘better’ data to deliver smarter, more effective strategies. Our approach centres on using first-party data, which we gather directly from our subscribers,” Saltser revealed.
Bloomberg’s Audience Accelerator platform leverages AI to analyse first-party data and predict the behaviours and preferences of specific audience segments, such as C-suites or tech decision-makers, offering more precise targeting and promising better campaign performance.
Saltser said, “Our focus on better data isn’t just about immediate results — it’s about long-term brand reputation. Our Corporate Reputation Study highlighted that a strong reputation is key to market leadership. By using insightful, well-analysed data, we help our advertisers build campaigns that not only reach their target audience but also enhance their brand’s reputation,”
“In short, it’s not about collecting more data for the sake of it — it’s about leveraging the right data to create impactful, effective strategies,” she concluded.
