Episode 4 - Digital content and digital spend in the MENA region

“The digital asset that matters is trust. Awareness first, then interaction, and maybe a habit, but all three mean nothing if they don't lead to permission and trust. The privilege of connection.”
– Alaa Agha

Host
Khaled Talhouni, Managing Partner at Wamda Capital

Guest
Ali Nehme - Chief Strategy Officer at Publicis Media Middle East
Diana Baddar - Head of MENA partnerships at Youtube
Elias Mouawad - Chief Growth Officer at Kharabeesh
Abed Agha - Managing Director at Vinelab

10 questions and answers on the state of digital:

Introduction

1. How did the user behavior evolve in the region over the past few years when it comes to video consumption?
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2. Did the market reach a point where it is financially sufficient to be an online content creator?
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3. What is different and unique with content creators in the region compared to other parts of the world?
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4. ROI on video content is at least double any other display advertising online, what is driving that?
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5. How did ad spend on digital evolve over the past five to ten years in the region?
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6. How are advertisers changing in embracing digital content in general? And how easy or difficult is it for a marketer to need to create ad formats that would work on all the different media available today?
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7. How can digital be used to recruit talent and also produce and distribute talent?
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8. There has been a rise in a chord cutting revolution in the US where consumers are foregoing traditional TV distribution platforms and going directly to digital streaming and internet platforms. Do you see that being replicated in the MENA region?
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9. What is your opinion on a core investment thesis that we built at Wamda Capital which tackles the state of traditional TV and how ad spend could be disproportionate to the leading broadcasters, and how the lack of a proper rating system plays into that?
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10. What advice would you give entrepreneurs who are venturing into content?
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