Remember when “smartphones” were groundbreaking? Now, they’re just called phones. The same evolution is happening with smart TVs. With built-in access to streaming services, these devices have become the standard – we’ve dropped the “smart” label and simply call them TVs. But how are they reshaping the streaming landscape, and what does this mean for viewers, platforms, and advertisers?
At CTV Ad Days MENA in Dubai, this transformation took center stage during a recent panel discussion featuring Marie-Lou Penin, Head of Marketing at DanAds, and Ashok Namboodiri, Chief Business Officer (International Business) at ZEE Entertainment. Moderated by Chris Redmond, the conversation explored trends, challenges, and innovations in the Middle East and North Africa, one of the world’s most dynamic entertainment markets. The event was sponsored by DanAds and MBC Media Solutions among others. Here’s what you need to know.
1. A Diverse Region With Different Priorities
The MENA region’s diversity of cultures and economic development drives unique dynamics in the streaming world. Firstly, Ashok highlighted a contrast he’s observed at ZEE Entertainment, an Indian media conglomerate:
- In India, affordable data and the popularity of sports programming drive connected TV growth, making cost-efficiency a priority. Indian mobile data is some of the cheapest in the world.
- However, in the Middle East, premium content and innovative solutions lead the charge, capturing consumer attention through high-quality programming. Major Western players are fighting for market share, with Netflix releasing content like Love is Blind: Habibi to appeal to MENA audiences.
“As a marketer, I believe there are only two strategies: cost-led or innovation-led,” Ashok said. Both approaches prioritize relevance and content quality, ensuring experiences resonate with audiences. Publishers in these markets are turning to scalable, automated solutions to simplify ad buying, making it easier for advertisers of all sizes to participate.
Furthermore, Marie-Lou also highlighted how DanAds, a self-serve advertising technology company, is helping media brands capitalize on the rapidly growing digital advertising market in MENA, which is projected to reach $45 billion by 2032.
DanAds collaborates with leading brands in the region, including MMS, the exclusive advertising representative of the Saudi Sports Company. This partnership is particularly significant as Saudi Arabia was recently confirmed as the host for the 2034 FIFA World Cup, underscoring the region’s growing prominence in sports and entertainment. Moreover, DanAds has also reported on the record-breaking ad spend on streaming TV during the 2024 Olympics, a trend that Marie-Lou anticipates will continue.
2. The AVOD and FAST Revolution
Ad-supported streaming is booming, thanks to models like AVOD (Advertising-Based Video on Demand) and FAST (Free Ad-Supported Streaming TV). Consequently ,as the number of streaming providers explodes, subscription fatigue is a real issue, with 60% of viewers choosing free or lower-cost options supported by ads to bring down their overall subscription costs.
Research by The Trade Desk shows that 65% of UAE residents watch streaming content at least once a day, highlighting the potential for huge growth in advertising in that space.
For this reason, for DanAds, this shift means collaborating with publishers to offer self-serve advertising platforms. Marie-Lou explained: “Our platform democratizes access to premium inventory, helping advertisers run localized campaigns that are both automated and culturally relevant.”
At ZEE Entertainment, FAST channels are a game-changer. Ashok shared their success in Europe: “We launched our first FAST channel in Germany, and the traction has been phenomenal. It’s an easy way to repurpose content and reach broader audiences.”
3. Empowering Advertisers with Automation
Automation is transforming how MENA advertisers access premium ad spaces. DanAds’ self-serve platforms offer an intuitive, e-commerce-like experience that streamlines campaign management. Key benefits include:
- Cost Efficiency: Smaller advertisers can access premium spaces without breaking the bank.
- Flexibility: From OTT to addressable TV, advertisers can mix media types in one seamless process.
- Real-Time Analytics: Dynamic insights allow for immediate campaign adjustments.
“Our platform connects advertisers to premium smart TV ad spaces while automating workflows. It’s about accessibility and efficiency,” Marie-Lou said. This automation is particularly impactful in MENA, where smaller advertisers seek cost-effective solutions to engage diverse demographics. MENA is considered one of the most demographically diverse regions in the world, with more than 60 languages spoken.
4. First-Party Data: A Privacy-Driven Advantage
With GDPR and CCPA reshaping data privacy norms, first-party data has become critical. In the MENA region, rapid digitalization is driving the evolution of data privacy regulations. For example, Saudi Arabia, whose booming economy accounts for much of MENA’s ongoing growth, has outlined ambitious regulatory initiatives as part of its Vision 2030.
Platforms like DanAds are helping publishers maintain compliance while delivering tailored ad experiences. “We process first-party data responsibly, empowering publishers to create audience segments that align with privacy laws and advertiser needs,” Marie-Lou noted. Ashok echoed this, emphasizing balance: “There’s always a tension between personalization and privacy. Transparency is key to building trust.”
5. Future Trends and Innovations in Smart TVs and Streaming
Looking ahead to 2025 and beyond, the panelists highlighted key trends that will shape the future of the streaming industry:
- AI and automation: Both DanAds and ZEE identified AI-driven solutions as game-changers for ad creation, audience targeting, and campaign optimization.
- Content personalization: As smart TVs and streaming devices evolve, personalization will be a major focus, offering viewers highly tailored content experiences.
- Standardized measurement: Ashok emphasized the need for unified KPIs to measure campaign success across multiple platforms and operating systems.
“The ecosystem is becoming more complex, but it’s our job as tech providers and broadcasters to simplify it for advertisers and consumers,” said Marie-Lou. “For ZEE, it’s about achieving scale first and then innovating. The future will belong to those who strike the right balance between technology, content, and user experience,” Ashok added.
The Road Ahead
As smart TVs and streaming platforms reshape the way we consume content, advertisers, publishers, and broadcasters in MENA are adapting to a fast-evolving ecosystem. From AVOD and FAST models to AI-driven innovations, the opportunities are unprecedented.
The message is clear: stay consumer-centric, innovate relentlessly, and prioritize collaboration. As Ashok aptly put it: “The viewer is at the center of everything we do. The future belongs to those who deliver quality, relevance, and innovation.” For advertisers and content creators, the journey has only just begun.
Stay up to date with the latest DanAds events – we look forward to seeing you soon.
