2024 MENA Digital Adspend

Date

Jun 12 2025
Expired!

Time

GST
9:00 am - 12:00 pm

Location

In-person

Cost

Free
  • AUDIENCE:

    Members
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Event Overview

We look forward to welcoming you at the 2025 IAB MENA Digital Adspend event where we will unveil the results of the 2024 Adspend Study and provide a view on trends.

Don’t miss out on this unique opportunity to network with leaders in the industry and be among the first to get a glimpse of the results of the study.

This year, we aim to introduce new insights, including a deep dive into Programmatic, an analysis of the scale of export-related advertising spend, and a look at MENA ad spend in relation to both GDP and per capita metrics. As is previous years, we will also contextualize the results by showing the comparative position of European markets.

Experience firsthand stakeholder reactions and engage in discussions about the newly revealed results for 2024. This in-person, members-only event promises not only valuable insights but also ample networking opportunities. We can’t wait to welcome you!

Agenda

Hourly Schedule

Thursday 12 June 2025

09:00
Registration
Registration starts. Tea, coffee and pastries will be available until the opening of the event.
10:00
Welcome & Introduction
Speakers:
Ian Manning
10:05
Keynote: 2024 Digital Adspend Release & Trends
The IAB MENA will take you through the results of the full-year 2024 Adspend report for the region with more details and exclusive content, only available at the event.
Speakers:
Dr. Daniel Knapp
10:40
Panel Reaction & Discussion
Hear reaction and commentary from industry representatives on how the results impact their businesses
Speakers:
Houda Tohme, Rasha El Ghoussaini, Sebastian Joziasse
11:10
Closing Remarks and Q&A
11:15
Post Presentation Networking
Join us after the formal presentation for an enjoyable gathering where you can savour a light snack, coffee, tea and juices and have the chance to connect on a private level with our Board of Directors, fellow members, and continue the discussion on the just disclosed results.
Ian Manning
Ian Manning
Executive Director, IAB MENA
Ian is currently the Executive Director of the IAB MENA, having worked with other industry leaders to establish it in MENA. He has had the privilege of working in multiple roles across multiple markets over his 20+years. This included leading global clients for Agencies in London, as CEO for an Agency in South Africa and recently as Head of Agency Partnerships for Facebook in the MENA region.
Dr. Daniel Knapp
Dr. Daniel Knapp
Chief Economist, IAB Europe
Daniel has more than 15 years of international experience in advertising research and forecasting. Before being appointed as Chief Economist of IAB Europe, he was Executive Director for Advertising Research at global information company, IHS Markit. Daniel’s research areas span all domains of digital advertising, with emphasis in video, programmatic, platform economics, the business application of AI/ML technologies, agency transformation, and buy- and sell-side optimization.
Houda Tohme
Houda Tohme
CEO, Havas Media
With 22 years of experience in Media and Marketing, she has invested dedication and passion in her field of expertise, proudly leading Havas Media. She overseas the media operation across the region, while reinforcing the agency’s mission to unite people and brands through meaningful connections.
Rasha El Ghoussaini
Rasha El Ghoussaini
Head of Agency, Snap
With an 18-year track record, Rasha is currently the Head of Agency at Snap. She has played a vital role in shaping the company’s regional strategy, fostering significant growth, and building enduring client relationships, particularly in Luxury and Travel. Rasha began her career in 2005 at Leo Burnett in Dubai, rising to Group Communication Director by 2016. During her tenure, she earned numerous accolades, including a Silver Effie (2009), Leo Burnett Worldwide Star Reacher Award (2011), a Bronze Effie (2015), and Silver/Bronze Lynx awards (2016). Since 2020, Rasha has represented Snap Inc. MENA on the board of the Unstereotype Alliance, a UN Women program combating gender bias in advertising. She also supports the SnapWomen Employee Resource Group (ERG) in driving Snap’s Diversity, Equity, and Inclusion (DEI) agenda.
Sebastian Joziasse
Sebastian Joziasse
Head of Global Partnerships, MENA, Google
Sebastian is representing Google on the IAB MENA Board of Directors. He moved from his country of birth, the Netherlands, to the UAE in 2011. Since then, he advised Media, Telecom and Technology clients throughout the Middle East, Africa and Asia for Booz & Company (known as Strategy & today). In 2015 Sebastian joined Google in the Large Partnerships organization, a team tasked with supporting Publishers with advertising monetization on Google’s ad stack. Since then, Sebastian held several strategic business development positions, led all account representatives across EMEA’s Emerging Markets (including Russia, Turkey, Israel, the Middle East and Africa) and since mid 2022 heads up the large publisher business across the Middle East and Africa.

Our Speakers

Speakers

  • Ian Manning
    Ian Manning Executive Director, IAB MENA
    Ian Manning
    Ian Manning
    Executive Director, IAB MENA

    Ian is currently the Executive Director of the IAB MENA, having worked with other industry leaders to establish it in MENA. He has had the privilege of working in multiple roles across multiple markets over his 20+years. This included leading global clients for Agencies in London, as CEO for an Agency in South Africa and recently as Head of Agency Partnerships for Facebook in the MENA region.

  • Dr. Daniel Knapp
    Dr. Daniel Knapp Chief Economist, IAB Europe
    Dr. Daniel Knapp
    Dr. Daniel Knapp
    Chief Economist, IAB Europe

    Daniel has more than 15 years of international experience in advertising research and forecasting. Before being appointed as Chief Economist of IAB Europe, he was Executive Director for Advertising Research at global information company, IHS Markit. Daniel’s research areas span all domains of digital advertising, with emphasis in video, programmatic, platform economics, the business application of AI/ML technologies, agency transformation, and buy- and sell-side optimization.

  • Sebastian Joziasse
    Sebastian Joziasse Head of Global Partnerships, MENA, Google
    Sebastian Joziasse
    Sebastian Joziasse
    Head of Global Partnerships, MENA, Google

    Sebastian is representing Google on the IAB MENA Board of Directors. He moved from his country of birth, the Netherlands, to the UAE in 2011. Since then, he advised Media, Telecom and Technology clients throughout the Middle East, Africa and Asia for Booz & Company (known as Strategy & today).

    In 2015 Sebastian joined Google in the Large Partnerships organization, a team tasked with supporting Publishers with advertising monetization on Google’s ad stack. Since then, Sebastian held several strategic business development positions, led all account representatives across EMEA’s Emerging Markets (including Russia, Turkey, Israel, the Middle East and Africa) and since mid 2022 heads up the large publisher business across the Middle East and Africa.

  • Houda Tohme
    Houda Tohme CEO, Havas Media
    Houda Tohme
    Houda Tohme
    CEO, Havas Media

    With 22 years of experience in Media and Marketing, she has invested dedication and passion in her field of expertise, proudly leading Havas Media. She overseas the media operation across the region, while reinforcing the agency’s mission to unite people and brands through meaningful connections.

  • Rasha El Ghoussaini
    Rasha El Ghoussaini Head of Agency, Snap
    Rasha El Ghoussaini
    Rasha El Ghoussaini
    Head of Agency, Snap

    With an 18-year track record, Rasha is currently the Head of Agency at Snap. She has played a vital role in shaping the company’s regional strategy, fostering significant growth, and building enduring client relationships, particularly in Luxury and Travel.

    Rasha began her career in 2005 at Leo Burnett in Dubai, rising to Group Communication Director by 2016. During her tenure, she earned numerous accolades, including a Silver Effie (2009), Leo Burnett Worldwide Star Reacher Award (2011), a Bronze Effie (2015), and Silver/Bronze Lynx awards (2016).

    Since 2020, Rasha has represented Snap Inc. MENA on the board of the Unstereotype Alliance, a UN Women program combating gender bias in advertising. She also supports the SnapWomen Employee Resource Group (ERG) in driving Snap’s Diversity, Equity, and Inclusion (DEI) agenda.

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