Emerging Channels, Cleaner Pipes: Assembly’s Tom Cogan on Where MENA Programmatic Is Heading

Why It Matters

Diversifying media mix unlocks incremental reach and drives down cost‑per‑action in the fast‑growing MENA digital ad market, while improved attribution enables smarter budget decisions.

Key Takeaways

• YouTube dominates CTV, but local platforms like Shahid expand options.
• Podcast ad spend rises as MENA listening is 39% above global average.
• Programmatic DOOH at Dubai Airport showcases outdoor digital growth.
• AI‑driven ads in LLMs target consumers at decision moment.
• Omnichannel adds reduce CPA roughly 22% per new channel.

Pulse Analysis

The MENA digital advertising ecosystem is at a tipping point. While YouTube remains the primary gateway for connected‑TV campaigns, local services such as Shahid and Starzplay are rapidly scaling ad‑supported inventory. With under 10% of viewers opting for ad‑free subscriptions—compared with over 80% in North America—brands can capture premium audiences at a fraction of the cost, especially when programmatic tools bring granular targeting to the big screen.

Beyond video, the region’s appetite for audio and out‑of‑home experiences is reshaping media plans. Podcast consumption outpaces the global average by 39%, turning audio ads into a high‑trust channel for brand messaging. Meanwhile, programmatic DOOH installations, exemplified by JCDecaux’s screens at Dubai International Airport, deliver brand exposure to captive travelers. The newest frontier—advertising within large language models—leverages intent‑rich queries, positioning brands at the moment of decision. However, the persistence of last‑click attribution skews spend toward Google and Meta, obscuring the true contribution of these emerging formats.

Adopting an omnichannel approach mitigates these blind spots. Research from The Trade Desk shows each additional channel can shave roughly 22% off CPA, while a cleaner supply chain reduces waste and hidden fees. Incrementality testing and multi‑touch attribution, though imperfect, are becoming more accessible, allowing marketers to justify budget shifts. Over the next 12 months, MENA advertisers who experiment with CTV, audio, DOOH and AI‑driven ads are poised to capture untapped audiences, lower costs, and set a new benchmark for programmatic efficiency in the region.