transactions Archives - Campaign Middle East

Platformance, UM MENAT campaign achieve 60% uplift in transactions with RADIUS

Anup Oommen — Mon, 27 Apr 2026 07:29:50 +0000

Platformance has revealed details about a platform co-developed with MCN’s UM and a global FMCG and health brand in a live campaign environment, helping shape its optimisation, report and insight capabilities. The platform aimed to address a highly fragmented retail media ecosystem, where retailers, advertisers and media agencies often operate across disconnected platforms, inconsistent reporting […]

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Talk to people, not profiles

Anup Oommen — Tue, 24 Feb 2026 04:00:58 +0000

When did we stop talking like humans? Our industry is built on communication, yet we’ve somehow lost the essence of it. We’ve prioritised efficiency and perfected our templates, but somewhere along the way, we forgot that the best relationships with people can’t be automated. That tension now shows up in the smallest moments, like how […]

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Ramadan 2026: What brands must rethink about engagement, timing and trust

Anup Oommen — Thu, 05 Feb 2026 08:15:29 +0000

Every year, Ramadan tests whether brands truly understand the people they serve – not just culturally, but behaviourally. It’s about how routines shift, when attention spikes, and what “good service” feels like when everyone is buying, gifting, travelling, and spending more time on their phones. For brands across the GCC the challenge is no longer […]

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Digital Essays 2025: The performance reset

Anup Oommen — Tue, 16 Dec 2025 04:40:42 +0000

The digital media landscape has become a theatre of efficiency. We are constantly chasing lower cost per acquisition (CPA) and higher return on ad spend (ROAS). In the performance marketing trenches, the gospel is simple: do more, spend less. We find ourselves asking a far more complex question: are we merely efficiently digging ourselves a […]

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Passion to participation: The new era of fan engagement

Ishwari Khatu — Wed, 19 Nov 2025 05:30:03 +0000

In today’s hyper-connected sports economy, fan engagement has evolved from a marketing buzzword into a measurable growth driver. Once defined by attendance and ticket sales, loyalty now lives in data, digital platforms and daily interaction. The global fan engagement market is projected to reach $16.3bn by 2029, underscoring a fundamental shift: fans are no longer […]

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Building loyalty beyond transactions

Anup Oommen — Mon, 03 Nov 2025 08:24:07 +0000

The most successful brands in hospitality today are not just building transactions; they are building trust. In a world where consumer expectations shift by the hour and where attention spans are short but the competition list is long, the brands that win on customer loyalty are those that combine strategy, culture and customer experience into […]

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InMotion, TMG link up to bridge the media spend and outcomes gap

Anup Oommen — Thu, 18 Sep 2025 05:00:03 +0000

Calling an end to the era of vanity metrics, InMotion, a full-funnel programmatic and outcome-based solutions provider, has partnered with Transact Media Group (TMG), a disruptor from London that focuses on real-world transactions to fuel its audience, outcome and performance solutions. Anchored in the belief that clicks, impressions, and likes don’t pay the bills; sales […]

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Data privacy versus convenience: The delicate digital balance

Anup Oommen — Tue, 10 Jun 2025 04:20:16 +0000

Globally, data privacy is a hot-button issue. In the UAE, the conversation is newer, but it’s gaining momentum, especially as the country positions itself as a digital-first, innovation-led economy. But here’s what makes the UAE unique: convenience still rules — for consumers, businesses, and even regulators. The average resident in Dubai is hyper-connected, tech-savvy, and […]

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Uniting brand and performance through teams, data and shared KPIs

Anup Oommen — Tue, 13 May 2025 05:40:20 +0000

For years, marketing teams have wrestled with the divide between brand and performance. One is tasked with building long-term equity; the other, with delivering this quarter’s results. But this binary view fails to reflect how businesses grow or how people interact with brands. Customers don’t distinguish between brand and performance. Their expectations—relevance, value, trust seamlessly […]

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Visa’s Tarek Abdalla on social commerce and changing consumer expectations

Anup Oommen — Mon, 03 Mar 2025 11:20:04 +0000

From manual point-of-sale machines to the seamless flow of social commerce today, the world of payments and consumer purchase expectations has undergone a dramatic transformation. With global social commerce revenues projected to grow to more than $1 trillion by 2028, the demand for fast, secure and integrated payment solutions is more critical than ever. The […]

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