MMS’ Mathieu Yarak shares his perspective on what’s driving real performance in the region.
What’s proving effective in capturing and sustaining audience attention in MENA’s fragmented video landscape?
In today’s attention economy, fragmentation isn’t the problem, irrelevance is. With viewers scattered across platforms, the most effective brands are those that plan for attention, not just exposure. This means building creative and media strategies around platform behaviour, not media formats. Short-form content optimised for mobile, contextual alignment with programming, and seamless cross-screen storytelling are outperforming traditional placements in terms of media and brand KPIs.
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