Ahead of the Game Inside Media Planning in Mena
Dec 22, 2025
Ibrahim Jabri, Client Solutions pro at Meta and host of Below the Fold, specializes in media planning across MENA. He talks about why MENA’s social use and digital budgets have exploded. He explains which apps dominate, why Out of Home still hits hard in Saudi, common creative-placement mistakes, and what to expect from creators and WhatsApp commerce in 2026.
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Make Plans Audience-First And Measurable
- Build plans that connect marketing objectives to specific channels, formats and KPIs.
- Use an audience-first approach and align budget allocation to achieve target cost-efficiency and deliverables.
Find The Human–Brand Sweet Spot
- Successful planning finds overlap between human needs and brand objectives.
- The challenge is to deliver helpful experiences that satisfy users while remaining ROI-positive for brands.
Use Data To Balance ROAS And Brand
- Balance short-term conversion and long-term brand equity using data: brand health trackers and dipstick research.
- Size in‑market audiences and plan how many users need moving along the funnel before shifting budgets down-funnel.