Campaign Middle East rounds up the latest platform updates from July.
Here are the key highlights:
YouTube:
At Cannes, YouTube CEO Neal Mohan announced that Veo 3 would be coming to Shorts this summer. Veo, Google Deepmind’s video generation model, allows users to create AI-generated backgrounds and video clips for Shorts.
YouTube also announced the availability of open call, a new feature powered by YouTube BrandConnect for select advertisers. The feature allows brands to discover and partner with creators at scale by publishing a creative brief with campaign details. Once live, creators can proactively respond with video content for the campaign.
This month, YouTube also highlighted that moving forward people can find the most popular content in specific categories on YouTube Charts. Today people can explore charts for Trending Music Videos, Weekly Top Podcast Shows, and Trending Movie Trailers. YouTube will continue to add more content categories to charts over time, and while it is building more charts, the Gaming Explore page will still be the go-to for the Trending gaming videos.
Twitch:
Twitch announced the global launch of its Arabic Right-to-Left (RTL) experience- introducing a fully localised interface for Arabic-speaking streamers and viewers across both web and mobile interface.
The Arabic RTL interface enables full right-to-left navigation across Twitch’s desktop and mobile services. Arabic language settings are now available to users globally and can be activated via account settings or by adjusting device language preferences. Further localisation – notifications and emails – is expected to roll out in Q3 and Q4 of this year.
TikTok:
TikTok and Visa announced a strategic collaboration to support small and medium-sized businesses (SMBs) across the United Arab Emirates, equipping them with tools, resources, and incentives to help them thrive in the digital economy.
Starting 1st July 2025, SMBs that spend $250 on their TikTok campaign using a Visa Commercial card will receive $150 in TikTok Ad Credits, unlocking even greater potential to reach new audiences and grow their business. This offer is available exclusively to first-time TikTok Ads Manager users and is valid until September 30th, 2025.
Scene:
Scene is a new platform designed for today’s fast-scrolling audiences, delivering a new approach to Arab storytelling through micro-drama, and is launching this month. The application will be in Arabic and will have subtitles in multiple languages. Advertisers can choose to have their ads featured in-app between episodes, or partner with Scene’s production team to create organic product placements
Spotify:
Advertisers can utilise custom audiences by uploading customer lists, ensuring they reach their most relevant consumers. Comprehensive first-party and third-party solutions, including an enhanced Spotify Pixel, Spotify Brand Lift, and integrations with partners like DoubleVerify, IAS, Appsflyer, and Kochava, to measure ad effectiveness.
