Hiba Faisal

Dubai

Reporter at Campaign Middle East

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Articles

Beyond reach: winning attention in MENA

5 days ago | campaignme.com | Hiba Faisal

MMS’ Mathieu Yarak shares his perspective on what’s driving real performance in the region. What’s proving effective in capturing and sustaining audience attention in MENA’s fragmented video landscape? In today’s attention economy, fragmentation isn’t the problem, irrelevance is. With viewers scattered across platforms, the most effective brands are those that plan for attention, not just exposure. This means building creative and media strategies around platform behaviour, not media formats.
Khaleej Times partners with VeraViews to optimise digital advertising infrastructure

5 days ago | campaignme.com | Hiba Faisal

VeraViews, an end-to-end ecosystem for transparent advertising, has announced a strategic partnership with Khaleej Times to power and optimise its digital advertising operations. The partnership will enable Khaleej Times to elevate its digital platform to a premium standard, enhancing user experience, boosting transparency, and improving overall ad performance. This will be achieved through the integration of VeraPlayer, Proof of Traffic (PoT), and other proprietary technologies and services.
GoWit partners with Mumzworld to expand retail media capabilities

5 days ago | campaignme.com | Hiba Faisal

GoWit has announced its partnership with Mumzworld, an online retailer dedicated to mother, baby, and child products in the Middle East’s. Speaking on the partnership, Emrah Adsan, CEO of GoWit, shared, “Retail Media is shaping the future of digital advertising in the Middle East, and we’re turning that future into reality.
The platform updates you need to know from May

5 days ago | campaignme.com | Hiba Faisal

Campaign Middle East rounds up the latest platform updates on social media, content and streaming platforms from May. Here are the key highlights:X:Vertical Video Ads now support sales objectives, enabling marketers to drive web conversions with immersive, sound-on creative. New iOS calls to action (CTAs) – shop now, sign up, book – streamline user actions, with Android support on the horizon.
du and Yango Play team up to deliver premium streaming, music and gaming to UAE customers - Campaign Middle East

6 days ago | campaignme.com | Hiba Faisal

Yango Play has partnered with du to bring an exclusive entertainment offering to customers across the country. Through this collaboration, Yango Play is now available on du’s select Home Plans via My ‘Favourites’, giving customers access to premium entertainment content. This collaboration elevates the entertainment experience for du customers in the UAE, offering a seamless mix of streaming, music, and interactive gaming in one super app.
The shifting sands of luxury: redefining luxury through culture-drive experiences

6 days ago | campaignme.com | Hiba Faisal

The concept of ‘luxury’ is evolving in the MENA context. Redefining luxury means it’s no longer just about flaunting a lavish lifestyle or possessing shiny goods – it’s now a complex weave of real experiences, culture immersion, and intimate significance. It’s the seconds that stay with you – moments we’ll help last by connecting with people and places and encouraging a connection and understanding.
How retail media unites brand and performance marketing

6 days ago | campaignme.com | Hiba Faisal

One of the most frustrating discussions for a chief marketing officer can be convincing the C-suite or the board to ramp up the awareness marketing spend. The cost leaves a dent in the profit and loss (P&L) statement and the uplift isn’t seen anytime immediately, nor is it always so easy to measure. Sometimes, it’s difficult to prove if there was any impact at all. Marketers have long wrestled with balancing immediate, measurable results against building lasting brand equity.
Twitch Creator Sponsorships launches in MENA via Amazon Ads

1 week ago | campaignme.com | Hiba Faisal

Amazon Ads in the Middle East, North Africa and Turkey unveiled Twitch Creator Sponsorships, a new set of sponsorship solutions that makes it easy for brands to collaborate with streamers and reach Twitch’s millions of monthly visitors, 70 per cent of whom are aged 18–34. The new solutions provide streamlined, authentic ways for brands to engage with streamers and their communities and can be activated in as little as two weeks.
MusicGrid launches new website reflecting growth of sonic branding in the Gulf

1 week ago | campaignme.com | Hiba Faisal

MusicGrid, a sound-focused creative studio based in the GCC, has launched a redesigned website to reflect its evolving work across the region’s branding and media landscape. The new site highlights select collaborations with regional entities such as Bank Albilad, Nickelodeon, Nada Dairy, and the Zakat, Tax and Customs Authority (ZATCA), among others.
ASICS GEL-RESOLUTION powers the perfect padel match

1 week ago | campaignme.com | Hiba Faisal

What began as ‘the summer of padel’ has quickly evolved into a lifestyle movement embraced by many. Recognising this cultural shift, ASICS views padel as more than just a sport – it embodies the brand’s core philosophy of movement, connection, and well-being. To celebrate the sport’s vibrant, community-driven spirit, ASICS and Apparel Group partnered with Matcha Club to transform its courts into an activation space, where padel and performance came together as the perfect match.