Traditional TV has often been considered one of the most, if not the most, powerful communication tool and  thus reigned supreme in advertising for its vast reach and branding impact. Today, as audiences consume video across diverse platforms, the TV ad ecosystem is rapidly transforming. The rise of connected TV (CTV) combines digital precision with the power of the big screen, offering advertisers the best of both worlds.

With consumers increasingly embracing non-linear viewing this coupled with CTV’s advanced targeting and measurement capabilities bridges the gap between traditional TV’s influence and digital advertising’s data-driven effectiveness.

However, with opportunities come challenges. This paper, collaboratively developed by the IAB MENA CTV Taskforce aims to set out 6 key areas for advertisers to familiarise themselves with in order to make the most of the CTV opportunity in MENA and covers both opportunities and challenges.

1. Smarter Execution: Balancing Reach & Frequency
2. Full Funnel Performance: From Awareness to Actions
3. Premium: Attention, Engagement, Impact
4. Innovating for Impact: Unlocking the Next Wave of CTV Innovation in MENA
5. Adtech Evolution: From Legacy Infrastructure to Unified, Measurable Ecosystem
6. Building Trust: Transparency as the Foundation for Growth