The media and advertising landscape in the region underwent significant changes in 2024, with key milestones that shaped the industry’s landscape.

From the completion of the OSN+ and Anghami merger to Dubai’s establishment of Mada Media for managing out-of-home advertising, the Media Milestones cover the key changes that took place in the region over the year 2024.

These media milestones, along with others, are detailed in Campaign Middle East’s Annual 2024 issue, which also features in-depth lists such as the Top 20 news stories and integrated and digital campaigns.

1. OSN+ and Anghami merge to create new regional streaming giant

In April, OSN Group completed the acquisition of its majority stake in audio platform Anghami. First announced in November last year, the merger brought the OSN streaming arm OSN+ and Anghami content libraries together. While the two products remained separate, they were connected to allow users to switch between the two easily. Elie Habib, co-founder of Anghami, took over the new combined business as CEO, while Joe Kawkabani remained the CEO of OSN’s TV business.
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2. Sheikh Mohammed establishes Mada Media to manage Dubai advertising sites

In an effort to manage out-of-home advertising sites, Dubai launched a new media company in September. Established by Dubai Ruler His Highness Sheikh Mohammed bin Rashid Al Maktoum, Mada Media Company was tasked with managing, developing, and operating advertising sites across Dubai. The move saw RTA, Dubai Municipality – in coordination with the Dubai Investment Fund – and other entities transfer their advertising-related assets, rights and obligation to the company. Mada Media Company is also responsible for investing in adtech, conducting research and ensuring regulatory compliance.
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3. IAB MENA elevates audio advertising with new task force

Industry body IAB MENA initiated a special audio task force to support audio publishers, advertising agencies and advertisers in navigating advertising in the audio mediums. A new addition to the body’s nine task forces, the audio task force was created to increase awareness and understanding of the audio advertising landscape. It aims to enhance measurement within the industry, and to ensure the effective quantification and optimisation of audio campaigns.

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4. Multiply Group buys out BackLite Media

In February, Abu Dhabi-based Multiply Group completely acquired outdoor media company BackLite Media. The acquisition saw BackLite Media join the group’s media vertical that also houses outdoor companies Viola Outdoor and Media 247. The latter was acquired by Multiply last year. The deal included all operating entities
of BackLite Media and was a step in Multiply Group’s efforts to consolidate its media vertical.
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5. Arabic attention research challenges conventional wisdom on ad measurement and OMG and Seedtag study: Contextual ads powerfully engage audience attention

Two studies were launched to measure attention using eye-tracking technology for Arabic content and ads. Conducted in collaboration with Lumen Research, Dentsu, in partnership with Snap and Teads, released its Unlocking the Currency of Attention KSA study that evaluated attention across five social, video and contextual platforms. Meanwhile, an OMG and Seedtag study compared attention and recall between traditional and contextual advertising.
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6. Al Arabia signs $142M deal for Dubai OOH rights

In January, outdoor media company Al Arabia signed a deal worth $142 million for Dubai’s out-of-home advertising rights. RTA, the Roads and Transport Authority in Dubai, granted Al Arabia the rights to install, operate and maintain 294 outdoor advertising billboards for 10 years and 5 months. The move also marked the official entry of Al Arabia, originally based in Saudi Arabia, into the UAE market, through the establishment of a local company.
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7. DMS to expand Pinterest digital ad solutions in the MENA region

Pinterest entered the advertising landscape in the region through a sales partnership with DMS in July. The partnership provides brands and advertisers with digital ad solutions to connect with Pinterest’s audience in key Middle East and North Africa (MENA) markets, including Algeria, Bahrain, Egypt, Iraq, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.

8. RTA updates Dubai OOH advertising guidelines

In August, OOH guidelines for advertisers in Dubai were updated. Published in the Dubai Out-Of-Home Advertising Manual, the updates included standardised design criteria, aesthetic elements, and updated spacing criteria between billboards. Other key additions included new designated zones for advertising and new procedures for the construction of commercial signage.

9. MMS adopts new audience measurement tool ‘KSA TAM’

MBC Media Solutions announced the adoption of the audience measurement tool KSA TAM for TV channels across MBC GROUP, Saudi Sports Company (SSC), and Al Arabiya News Channel. The adoption was revealed in light of the decision by Saudi Arabia’s General Authority of Media Regulation to establish KSA TAM as the official national benchmark for audience measurement in the Kingdom.

10. RTA rolls out in-car interactive screens in taxis

In March, RTA announced the introduction of 4,500 in-car interactive screens in taxis. The screens showcase lifestyle, news, entertainment, offers and promotions, and create new opportunities for advertisers to place their ads. The screens were first tested as part of a pilot, conducted by RTA in 2022.

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