Andy Powell, Co-Founder and CEO, Conscious Media.As brands across the Middle East and North Africa face rising costs, shifting consumer behaviour, and a growing demand for sustainable performance, marketers are looking for a reset in how creativity is delivered in digital marketing.
Citing findings from SeenThis’ latest report, Navigating Uncertainties: A Marketer’s Guide to Steering Through Change, global ad spend is forecast to exceed $1 trillion in 2025, yet growth is slowing and media inflation is climbing to nearly 4 per cent, with online video and connected TV costs up to 10 per cent higher than average.
At the same time, attention spans have collapsed from 2.5 minutes in 2004 to just 45 seconds today, forcing brands to engage
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.
