Who would have thought almost a decade ago that digital would be on par with TV in MENA and also be one of the top five most influential media touchpoints? The sheer power of digital media is reflected in the most sought-after market in MENA for brands, Saudi Arabia, which is the biggest user of YouTube per capita globally. The platform is also the third most loved brand among Saudis, ranking higher than some of the local FMCG giants. The continuous user connectivity to consume online content has made brands focus their investments behind digital video advertising and the new platforms that are mushrooming rapidly – resulting in a highly cluttered media channel. This leaves marketers with the
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