How do you build a media plan for a region where social usage is among the highest in the world? In this episode of the DMI podcast, host Will Francis speaks with Ibrahim Jabri, Client Solutions at Meta and host of the Below the Fold podcast, about what makes media planning across MENA so distinct right now.
Ibrahim breaks down how the region has vastly increased its digital budget allocations, which platforms dominate, and why Out of Home still delivers serious impact in Saudi Arabia. He also shares the biggest performance killer he sees in paid media: running the wrong creative in the wrong placement: like static, text-heavy direct response ads in video placement and what he expects to surge in 2026.
Ibrahim’s Top 3 Tips for Marketers
- Match creative to the placement – Great ideas fail when formats don’t suit the channel or user mindset
- Don’t sacrifice long-term brand equity for short-term ROAS – Balance the funnel or risk stalling growth
- Share your expertise publicly – Podcasts and content build networks, credibility, and unexpected opportunities
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