Inside Media Planning in MENA

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[[p]]Every wondered&nbsp;what&nbsp;media planning in the MENA region&nbsp;actually looks like?&nbsp;In this episode of&nbsp;Ahead of the Game, host&nbsp;[[a href="https://willfrancis.com/" rel="noreferrer noopener" target="_blank"]]Will Francis[[/a]]&nbsp;speaks with&nbsp;[[a href="https://www.linkedin.com/in/ibrahim-jabri-68aa4b32/" rel="noreferrer noopener" target="_blank"]]Ibrahim Jabri[[/a]], a senior media planning expert at Meta and host of the Below the Fold podcast. Ibrahim shares a practical, insider view of how paid media works across the region, particularly in Saudi Arabia and the UAE. Drawing on more than a decade of experience across media agencies and platforms, he explains how media consumption differs in the region, why platforms like WhatsApp and Snapchat dominate, and how digital advertising budgets have evolved from single digits to the majority of spend.&nbsp;[[/p]]

[[p]]The conversation&nbsp;explores&nbsp;what media planners&nbsp;actually do, how they balance brand building with performance marketing, and where advertisers most often go wrong with creative, placements, and programmatic buying. Ibrahim also discusses the importance of matching messaging to user mindset, the growing role of creators beyond awareness, and why conversational commerce on WhatsApp is set to accelerate.&nbsp;[[/p]]

[[p]]Ibrahim&rsquo;s top 3 tips&nbsp;[[/p]]

[[ol]]
	[[li]][[strong]]Match creative to the placement&nbsp;[[/strong]]&ndash; Great ideas fail when formats&nbsp;don&rsquo;t&nbsp;suit the channel or user mindset&nbsp;[[/li]]
	[[li]][[strong]]Don&rsquo;t&nbsp;sacrifice long-term brand equity for short-term ROAS[[/strong]]&nbsp;&ndash; Balance the funnel or risk stalling growth&nbsp;[[/li]]
	[[li]][[strong]]Share your&nbsp;expertise&nbsp;publicly[[/strong]]&nbsp;&ndash; Podcasts and content build networks, credibility, and unexpected opportunities&nbsp;[[/li]]
[[/ol]]

[[p]]The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on &#8288;&#8288;&#8288;&#8288;[[a href="http://www.youtube.com/channel/UCdWKV2YlzIxeVNDzvfbvSxg" rel="noreferrer noopener" target="_blank"]]YouTube[[/a]],&nbsp;[[a href="http://podcasts.apple.com/ie/podcast/ahead-of-the-game/id1502583392" rel="noreferrer noopener" target="_blank"]]Apple Podcasts[[/a]]&#8288;&#8288;&#8288;&#8288;, &#8288;&#8288;&#8288;&#8288;[[a href="http://open.spotify.com/show/6r6nCK6XALNOAiXvHoxyve" rel="noreferrer noopener" target="_blank"]]Spotify&#8288;&#8288;&#8288;&#8288;[[/a]], and &#8288;&#8288;&#8288;&#8288;all other podcast platforms.&nbsp;&nbsp;[[/p]]

[[p]]And if you enjoyed this&nbsp;episode&nbsp;please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show,&nbsp;email the podcast team!&nbsp;[[/p]]

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Inside Media Planning in MENA

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