targeting Archives - Campaign Middle East

Podcast: Arla Foods’ Batal, Mondelēz’s Christaras & LiveRamp’s Klander discuss retail media

Anup Oommen — Wed, 01 Jul 2026 05:00:17 +0000

Conversations around retail media in the Middle East region are maturing – and fast. What was once discussed largely as an extension of shopper marketing or e-commerce is now causing brands to rethink budgets, operating models, measurement, data partnerships and even the way teams collaborate internally. On the latest episode of Campaign Middle East’s On The Record podcast, […]

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Attention is peaking. Memory is the new metric

Ishwari Khatu — Tue, 30 Jun 2026 12:17:35 +0000

Let me ask you something. Can you name the last ad you saw before you opened this article? Take a second. You probably can’t. And that’s not a memory problem but a marketing problem. We are living in the most attention-saturated era in human history. Every brand, every platform, every notification is fighting for the […]

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Seedtag launches NeuroX to simplify contextual targeting

Ishwari Khatu — Thu, 23 Apr 2026 06:07:17 +0000

Seedtag has announced the launch of NeuroX, a new exchange that has been designed to integrate the company’s neuro-contextual AI directly into programmatic media planning and activation. NeuroX will allow users to embed Seedtag’s proprietary AI, Liz, directly in its exchange layer. The system analyses interest, emotion and intent in real time to target audiences […]

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Matter of Fact: The two audience problem

Ishwari Khatu — Wed, 08 Apr 2026 12:41:10 +0000

C&B team shares how brands targeting Gen Alpha need to aim to target two audiences, including their parents. We are in the era of dual-gatekeeping. Brands targeting Gen Alpha need to clear two hurdles: cool enough for kids and safe enough for parents. The decision-making process is fragmented: get it wrong and the sale is […]

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Industry Snapshot: Meaningful media planning

Shantelle Nagarajan — Fri, 13 Mar 2026 09:42:27 +0000

In this Industry Snapshot, 5th Element’s Muneef Khan explains how the agency has moved from buying audiences to buying moments and why this is significant to media planning in the region as a whole. What does meaningful media planning and investment look like in 2026, and how has that definition evolved over the past year? […]

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Hypermedia launches real-time, responsive programmatic DOOH

Anup Oommen — Wed, 14 Jan 2026 14:40:37 +0000

Hypermedia, a subsidiary of W Group Holding, has launched an advanced real-time programmatic DOOH ecosystem, now being deployed within select environments across its 4,000 digital screen networks, collectively delivering more than 100 million impressions every day across the UAE. This phased rollout introduces intelligent, real-time data-driven capabilities to priority locations, paving the way for a […]

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Yango taps viral ‘technologia’ guy to promote its tech ecosystem

Ishwari Khatu — Wed, 14 Jan 2026 12:38:52 +0000

Yango’s latest campaign Technologia campaign, created in collaboration with DUCKLIFE, was designed to consolidate the brand’s growing portfolio under a single creative idea, bringing together ride-hailing, car rentals, an AI assistant, Yango Play and autonomous delivery. Rather than spotlighting individual services, the work positioned YANGO as a broader technology ecosystem built around what the brand […]

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Podcast: Yas Island Abu Dhabi’s Badr Bourji delivers a masterclass on brand-building

Anup Oommen — Fri, 19 Dec 2025 05:55:06 +0000

On the latest episode of Campaign Middle East’s On The Record podcast, Badr Bourji, Senior Vice President of Marketing, Miral Destinations, offers a masterclass on the measurable impact of brand-building with a clear focus on core values, while resonating with diverse global and local audiences. Bourji dives into crucial conversations within the brand and marketing industry, including the […]

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Digital Essays 2025: The age of assumption is over

Shantelle Nagarajan — Mon, 08 Dec 2025 07:32:21 +0000

For years, the world of digital marketing felt a bit like trying to find someone in a crowd using a blurry photograph. We relied on clues and workarounds, things called cookies, lookalike models, and rented identity graphs, to try and connect with consumers. It kept things moving, but it was often a case of educated […]

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Realize delivers up to 270% conversion growth for brands with new predictive audiences

Shantelle Nagarajan — Thu, 04 Dec 2025 06:14:17 +0000

Project Agora brings Predictive Audiences, an AI-driven advanced targeting enhancement to the Realize performance marketing platform. Realize is the only independent performance platform that goes beyond Search and Social, delivering outcomes at scale. Predictive Audiences, the latest AI tech addition to Realize, combines advertisers’ first-party conversion data with Realize’s unique data to build AI-powered segments that […]

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