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 audiences faster and with higher quality creative.
MENA marketers are operating in a perfect storm of inflation, attention scarcity, and technological acceleration.
The solution isn’t to spend more, it’s to spend smarter. We believe that streaming creative is a solution which can help to solve this challenge. Creative that loads instantly, performs better, and reduces waste should become the new norm.
A partnership powering change
To deliver this future, Conscious Media has partnered with SeenThis, the adaptive streaming technology company transforming standard downloaded assets into dynamic, streamed experiences.
The benefits of streaming creative include:
- Superior performance vs. standard downloads, due to instant load on pixel one
- Adaptive quality, detecting device and network speed to deliver the highest possible resolution, up to HD
- No file-size restrictions and standard ad-serving costs (no VAST or rich media fees)
- Easy activation
- Lower carbon emissions due to reduced data transfer
Streaming creative: Aligned with MENA’s vision
The shift to streaming creative aligns closely with Saudi Vision 2030 and the UAE’s Artificial Intelligence and Digital Economy Strategy, both of which prioritise innovation, sustainability, and digital excellence.
At Conscious Media, we believe that streaming creativity represents the natural next step in the region’s digital evolution, combining automation, adaptive media delivery, and emotional storytelling into one seamless brand experience.
The future of marketing in MENA lies at the intersection of creativity, technology, and intelligence.
Streaming creative isn’t just an efficiency play; it’s the future of how creative will be delivered and viewed on user’s devices. We are on a mission to transform digital creative from download to streaming, like Netflix and Spotify have done for Entertainment and Music.
By Andy Powell, Co-Founder and CEO of Conscious Media.
