After a brief interruption, which has led to lagging ad spend, we’re seeing a host of exciting announcements and stabilisation within the MENA region. This momentum is set to continue through 2020 as new channels catch on and the power of programmatic is more fully leveraged. Yet, even as this occurs, due to the increasing fragmentation of the customer journey, and the multi-screen nature of consumer experiences today, marketers must carefully consider the channels where they allocate spend to ensure the best return on investment.
Although the advertising sector is rapidly recovering in the region, it’s clear that there is still significant room for growth, especially when compared with other markets
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