Martechvibe and Adwake Release a Report on Mobile Ad Performance
In the Middle East, 80% of marketers face challenges integrating brand-building with performance marketing, 64% struggle with inconsistent messaging and resource allocation and 72% struggle with determining the influence of each channel.
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Modern digital ad campaigns are a power-packed consequence of what customers want and what data tells us about those customers. But if digital marketing teams reflect the prowess of today’s technology landscape, they also demonstrate the complexity that comes with it.
Over 80% of marketers face challenges integrating brand-building with performance marketing, and they attribute this to limited budgets. This highlights the struggle to balance short-term performance with long-term brand equity.
Adwake, a tech-enabled services company powered by Entravision, today announced the launch of a report, ‘Enhancing Ad Performance: The State of Channel Optimisation in The Middle East’, in collaboration with Martechvibe. The report provides an in-depth analysis of digital marketing and ad tech in the region.
It offers a detailed examination of how Middle East marketers navigate performance marketing and brand building, deal with digital advertising challenges, from attribution to cross-platform integration, while prioritising future strategies for optimal performance and channel efficiency.
“Digital marketers must be futurists. They must understand what is coming next and have the agility and critical thinking skills to tackle it. They must also be realists, making the most of ad budgets. It is a lesson in balancing the brand’s short-term goals and long-term visions,” says Yolande D’Mello, Senior Editor at Martechvibe.
The report discusses three addressable challenges of ad performance – metrics and attribution, ad fraud, and channel complexity. Addressing these challenges will lead to more effective, measurable, and secure advertising strategies.
To gather real data-led insights, a survey was conducted with over 200 Chief, Director, VP, Lead, Head, Senior Manager within Marketing, Advertising, Performance, Campaign Measurement, Digital Marketing, Marketing Analytics, Content, and Growth. The report also incorporates viewpoints and expert opinions from several senior marketers such as Faheem Ahmad Head of Growth at Chalhoub Group, Meghna Vyas Associate Vice President, Performance Marketing at First Abu Dhabi Bank, Aaryan Kapur Group Head Digital Marketing at Medcare and Aster DM Healthcare, Ahmad Khair Director of Digital Marketing & Ecommerce at FIVE Hotels and Resorts and Purab Bhatt Marketing Head at Lals Group (Mom Store, Carter’s and U.S. Polo).
Top Insights:
- 80% of marketers face challenges integrating brand-building with performance marketing, attributing it to limited budgets.
- 73% of marketers shared that multi-touch attribution and integrating offline and online data are crucial challenges.
- Only 26% of respondents are confident in predicting ad performance, while a total of 41% express varying degrees of uncertainty.
- 56% of marketers want to develop enhanced capabilities. They want to leverage data-driven insights for forecasting and optimising ad outcomes in a competitive landscape.
- 55% of marketers seek automated creative optimisation, while 50% seek advanced AI-driven analytics.
“As highlighted in this report, regional marketers face the task of balancing brand-building with performance marketing, optimising a diverse mix of digital channels, and adopting data-driven strategies to remain competitive,” says Oussama Yousfi Regional Director Middle East & Africa Adwake.
“Long-term success in this environment hinges on a robust foundation in technology and AI, where advanced tools and strategic partnerships provide brands with the precision, adaptability, and scalability required for growth.”
For more in-depth insights into the state of ad performance and strategies to deal with the challenges, download and read the report here.
