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Shantelle Nagarajan
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OMG and Seedtag study: Contextual ads powerfully engage audience attention

Shantelle Nagarajan
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Eye-tracking research in Arabic language environments shows contextual ads outperform standard formats in attention and recall.

Seedtag, a contextual advertising firm, has teamed up with global media agency Omnicom Media Group (OMG) to conduct a study on ad attention and recall within Arabic-speaking markets.
The study, carried out by eye-tracking specialists Lumen Research, highlights the effectiveness of contextual advertising in boosting consumer engagement. It also underscores the need for a tailored attention measurement model for Seedtag and OMG in Arabic-speaking markets.
Chris Solomi, Chief Digital Officer, Omnicom Media Group Media, said: “This will be our third year in a row now that we have been investing in primary attention research, starting with a first study in 2022, a landmark in MENA, which measured atte


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Tags:Chris SolomiLumen ResearchMike FollettOMGOmnicom Media GroupSeedtagSeedtag MENASherry Mansour
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
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