Medhat Houalla, Executive Vice President – Ad Sales & Syndication, ATL MediaIn this Industry Snapshot, ATL Media’s Medhat Houalla sheds light on shifting media consumption patterns, and suggests blending traditional TV buys with programmatic CTV advertising to power seamless brand stories.
What are the major shifts in media consumption patterns over the past 12 months?
Despite the rise of digital platforms, TV continues to be a cornerstone of media consumption in MENA, especially for high-impact brand storytelling. ‘Premium content’ such as drama series, sports, and major events still commands high viewership, particularly in Saudi Arabia and the UAE. We have reinforced TVs role within integrated campaigns, ensuring seamless cross-channel amplification with digital
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
