Leon Beck

Still buzzing after joining the first panel of the day at the Campaign Middle East Breakfast Briefing event last Friday morning: “From screens to smart networks: How programmatic DOOH is powering the dynamic era.” It was a privilege to share the stage with some seriously sharp minds in our industry: Wissam Najjar - Omnicom Media Group (MENA), Laurence Baldwin - talabat, Bruce von Kaufmann - Reem Mall, all nicely guided by Anup Oommen from Campaign Middle East. What I loved most about this conversation was how real it got. Yes, DOOH in the UAE is still a small slice of total OOH spend, and programmatic DOOH is even smaller… but the shift is already happening. As screens get smarter and data gets deeper, we’re moving from static placements to something far more dynamic, measurable and intelligent. Wissam summed it up perfectly. pDOOH has gone from a “test activity” to a must-have in media plans. Flexibility, precision, transparency… we’re finally unlocking the value this channel has been promising for years. Laurence shared a great real-world example from Ramadan on how dynamic messaging and cultural context go hand-in-hand. It’s not just about tech, it’s about being human and relevant. From Hypermedia’s side, it was great to show how much of this “future tech” is already live today. With more than 4,000 programmatically accessible screens and sensor technology that enables real-time audience targeting and intelligence, the capabilities being discussed globally are already active and scaling here in MENA. And Bruce brought an interesting perspective from the mall ecosystem, showing how programmatic DOOH can diversify budgets, unlock new clients, and give shoppers more tailored, relevant experiences. The whole session had one clear message: pDOOH isn’t a “coming soon” story anymore. It’s here, it’s working, and it’s reshaping how we think about OOH. Big shoutout to Campaign Middle East for hosting and to everyone on stage for such an honest, forward-thinking conversation. Excited to keep pushing this space forward.

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Real Brand Marketing Isn’t Paid Ads…🫡 In Saudi Arabia, one trustworthy person’s recommendation can outshine an entire ad campaign. Word of Mouth (WOM) isn’t just “friends talking”—it’s a real growth engine for brands. Studies show that online recommendations via social channels significantly impact Saudi consumers’ purchase intentions. When someone says, “Get this product from X brand—my experience was strong, I got the best result, and the package is creative” trust goes up, engagement follows, and decisions are made faster. And since Saudi culture highly values trust and personal connections, a single endorsement can bring in new customers with virtually no ad cost. So, if you have a Brand: ✅ Focus on creating an experience worth talking about ✅ Amplify satisfied customers’ stories ✅ Encourage peer-to-peer sharing and interaction The voice that goes from heart to heart—that’s what turns a consumer into your brand’s ambassador. "إذا أردت أن تبقى، فاجعل لسان الناس ميزانك"

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Who talks the talk vs. who actually walks the walk? Find out which series and shows the audience truly watched, and let Ramadan Media Intelligence be your guide to all insights! Discover More Now 🔥 https://lnkd.in/dvN9ScdR

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We recently hosted a roundtable workshop with the IAB Ad Fraud & Media Quality Workstream, led by our Regional Director – Digital & Partnerships, Abdelnabi Alaeddine, bringing together stakeholders from across the digital advertising ecosystem to discuss key issues surrounding ad fraud and media quality. The session, joined by IAB MENA's Executive Director, Ian Manning, and Bidease MENA Managing Director, Shayan Rahimi, provided an opportunity to exchange perspectives on current market challenges, identify areas where greater education and awareness are needed, and explore how we can collectively strengthen standards across digital media. Together, these conversations help drive a more transparent, accountable and sustainable digital advertising ecosystem. UM London | UM Worldwide | MCN | Middle East Communications Network #UMMENAT #DigitalAdvertising #MediaQuality #AdFraud #IABMENA #DigitalMedia

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