Twitter’s Walid Issa and UM’s Nadeem Ibrahim
Ad video spending in Saudi Arabia is due to increase exponentially in the upcoming years. By 2025 it will have more than doubled, from $231m in 2021 to $483m. All that money on the line means it’s more important than ever for marketers to gather consumer insights that drive ad effectiveness.
With that in mind, Twitter, in partnership with IPG Mediabrands’ intelligence team, and with support from UM Saudi Arabia, took an in-depth look at the role of context in video ad effectiveness. In the recently released study, The Influence of Context: Premium Content, User Experience and
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