Growth Series Videos

The Growth Series  brings together leaders from brands, agencies, publishers, and technology platforms to share real perspectives on the growth opportunities in the MENA region.  

With a mix of talks, original research, and expert conversations, the Growth Series webinars provide an interesting perspective of the region today, covering topics such as:

• Getting closer to consumers
• The Streaming Revolution
• Ecosystem Health

Getting Closer to Consumers: Messaging, Podcasts & Creators

A core challenge for marketers is to understand and relate to consumers, getting close to their thoughts, decisions and beliefs.  Doing this through relevant voices such as podcasts or creators alongside direct messaging are burgeoning growth areas all leading to new rules of engagement, personalisation opportunities and measurement challenges.

Streaming Revolution: pDOOH in MENA

Although OOH is significant in MENA, DOOH is growing, pDOOH is still nascent.  A recent IAB Report suggested programmatic DOOH  was as little as $2,5-$3M in 2024.  In this panel we discuss the structure of the industry, adoption of programmatic, innovation and measurement challenges.

Ecosystem Health: Quality, Performance & Trust

Without a robust, sustainable and healthy ecosystem, both consumers and advertisers are starved for choices. In this session, we explore what the local ecosystem needs to do to maintain it’s position in the market, define the role of premium media and consider the impact of trust and accountability.

Streaming Revolution: Living Rooms of KSA/UAE

Learn about the in-home video viewership patterns of homes in the UAE and KSA as part of the RTL/IAB MENA Living Room of the Future research.  Compare key trends with Europe, China and USA and see how important video is to MENA consumers

Getting Closer to Consumers: Who owns the path to Consumer?

As programmatic matures in MENA, buyers are rethinking how they access supply. Curation is emerging as a powerful lever for supply path optimization; enabling buyers to reach quality audiences through fewer, more transparent paths. This session explores what curation means in practice, how it changes the buyer-seller dynamic, and what publishers and exchanges need to do to stay on the right side of the consolidation.

Ecosystem Health: (Quality+Transparency=Trust) X 2 = Growth

(The future of publishing success) Digital publishing is at a crossroads – again. In this presentation, the industry’s evolving strategic framework will be assessed across all fundamental pillars such as Audience, Content, Product, Distribution and Advertising – at the same time, potential avenues of development will be proposed, along with the critical success factors that will determine outcomes.

Getting Closer to Consumers: Retail Media

Retail Media is rapidly emerging as a key growth driver across the MENA region. While MENA stands apart from other global markets with its unique concentration of in-store opportunities, the industry faces familiar challenges: data quality, lack of standardization, and the need for unified standards. Join us as leading industry experts come together to discuss the evolving landscape of retail media in MENA. Gain exclusive insights into overcoming market challenges, leveraging in-store innovation, and shaping the future of retail media in this dynamic region. Don’t miss this opportunity to stay ahead of the curve and connect with the visionaries redefining retail media in MENA.

Ecosystem Health: Media Quality & Adfraud

Digital ad fraud silently erodes brand performance, undermining campaign ROI and effectiveness. This session will dissect its critical impact, offering detection methods and actionable strategies to protect investments and combat this pervasive threat.

Streaming Revolution: Understanding the CTV Market, Ecosystem & Growth Opportunity

Explore the latest insights into the MENA Connected TV market, including IAB MENA’s CTV Ecoscape, market landscape, and advertising spend estimates. We examine how the ecosystem is evolving, the roles of broadcasters, streaming platforms, device manufacturers, technology providers, and measurement partners, and where the greatest opportunities for growth lie. The session will also highlight the trends shaping CTV investment, the challenges that remain around measurement and fragmentation, and the industry initiatives helping to build a more transparent, accountable, and scalable CTV ecosystem across the region.

Streaming Revolution: Navigating a Streaming-First Video Ecosystem in UAE

The UAE has become one of the region’s most connected and streaming-led video markets, where audiences move seamlessly between subscription streaming services, video platforms, live television, and broadcaster streaming environments. Platform choice is increasingly driven by convenience, premium content, and social discovery, creating new opportunities—and new challenges—for advertisers and media owners. This webinar will explore the latest findings from the 2026 Living Room Study by RTL AdAlliance for IAB MENA, revealing how UAE audiences discover content, consume video across devices, manage streaming subscriptions, and engage with advertising.

Streaming Revolution: How Audiences Discover, Watch and Engage with Video in KSA

Saudi Arabia is one of the fastest-evolving video markets in the region, where streaming growth, live television, social platforms, and regional content continue to shape how audiences consume video. While new platforms are transforming viewing habits, live TV remains central for sports, news, and cultural moments, creating a unique hybrid ecosystem unlike many global markets. This webinar will explore the latest findings from the 2026 Living Room Study by RTL AdAlliance for IAB MENA, providing an in-depth look at how Saudi audiences discover content, choose platforms, manage subscriptions, and respond to advertising.

Streaming Revolution: Making the Most of the CTV Opportunity in MENA

Explore how brands, agencies, publishers, and technology partners can unlock the full potential of CTV by balancing reach and frequency, measuring performance across the full marketing funnel, and maximising the premium attention and engagement that CTV environments deliver. The discussion will also examine how innovation, evolving adtech infrastructure, and greater transparency are shaping a more connected and measurable ecosystem, while highlighting the role trust and industry standards will play in accelerating sustainable growth across the MENA CTV market.