This article explores a conversation between Jacob Joseph (Head of Business - Middle East, Turkey & Africa for Microsoft Advertising at InMobi) and Mike Luscombe (Senior Partner Sales Lead - EMEA & LATAM, Microsoft Advertising) about emerging trends in performance marketing in the Middle East, Turkey, and Africa (META).
Performance marketing has been undergoing nothing short of a revolution. Consumers today shift from one device to another and browse multiple platforms to arrive at a purchase decision. In this context, advertisers have begun to realize the need to drive a unified, seamless customer journey across devices and channels. This has also led to the quest for new avenues to reach new audiences and expand their presence, thereby requiring engagement at scale.
This points to two trends brands must embrace – omnichannel marketing and artificial intelligence (AI). Exploring this, Microsoft Advertising’s Mike Luscombe and InMobi’s Jacob Joseph delve into how advertisers in Middle East Asia, Turkey, and Africa (META) region are now leveraging these marketing tools.
Have a look at the highlights of their conversation as Microsoft Advertising and InMobi complete 18 months of partnership in the region to help advertisers create powerful omnichannel experiences at scale.
Making an impact in the META region
Mike: “Turkey, South Africa, Nigeria, and the UAE have evolved consumers and present tremendous opportunities for advertisers. On a monthly basis, the MENA region produces approximately 600 million searches on the platform, offering a rich source of insights for advertisers to leverage and capitalize on.
"In these 18 months, we have been able to drive awareness of these search advertising opportunities and how brands can leverage them with Microsoft Advertising and InMobi. Advertisers are beginning to take note of how new platforms can help them expand their footprint. The successful onboarding and relationship development of key regional clients across retail, finance, technology, and travel has been a highlight.”
Jacob: “With the META region being as diverse as it is, advertisers across different parts of the region have their own cultural nuances and different ways of functioning. Adapting to these markets and addressing the needs of over 180 clients in these countries has been an interesting journey. It is great to see advertisers expanding their horizons and exploring new channels to drive the growth of their businesses.”
Reaching relevant audiences in powerful ways
Mike: “Advertisers are constantly seeking a deeper and more holistic understanding of their audiences. With the evolution of omnichannel, multi-format, and globally scaled advertising solutions along with access to Microsoft Audience Network, they can now leverage full-funnel, end-to-end advertising solutions that encompass search, display, native, CTV, video, and mobile inventory.”
Jacob: “In the META region, advertisers are successfully engaging distinct and qualified audiences through various touchpoints throughout their decision-making journey. Microsoft Advertising's robust platform insights, coupled with our highly skilled on-ground team, well-versed in the nuances of regional advertising, have significantly enhanced our joint ability to deliver targeted and relevant advertising experiences to every consumer.”
Addressing the changing dynamics of the advertising industry
Mike: “Consumers are ever-changing, and so is the advertising industry. With people switching between devices and channels as they go through their purchase journeys, omnichannel solutions provide a platform for advertisers to address them wherever they are. And now, with AI integrated into this, marketers can achieve speed and efficiency like never before.”
Jacob: “With rich insights into 172 million unique monthly PC searchers across the markets and the addition of AI, advertisers will be able to achieve the hyper-personalization they strive to deliver. Data and AI combined will not only drive increased audience reach and volume but also provide an opportunity for greater relevance through a richer understanding of user intent and the ability to customize campaign experiences and assets in real time. This goes a long way in enabling advertisers to be future-ready.”
Adapting to the technology-first era
Mike: “AI will remain the hot technology topic over the coming year, but for advertisers in the META region, it will be about finding key partners to help navigate an increasingly complicated and fragmented media landscape, leveraging multiple devices and screens. Omnichannel solutions, rich personalization, unified measurement, and speed will win the day. Microsoft Advertising and InMobi are uniquely positioned to provide these solutions.”
Looking ahead at festive marketing in the region
Jacob: “Ramadan is one of the most exciting times in the region for brands and consumers alike. According to 2023 Ramadan shopping insights, consumers initiate their purchase planning up to 8 weeks before the commencement of Ramadan. This extended planning phase presents advertisers with a significant opportunity to establish connections, foster engagement, and drive conversions. Leveraging Microsoft Advertising's audience insights alongside InMobi's proficiency in ad tech, advertisers can capitalize on a substantial scope to craft impactful and brand-safe strategies that captivate the festive consumer audience.”
This conversation is a reminder that marketers must continue to reevaluate their strategies in an ever-changing world. A well-rounded omnichannel approach, data-driven consumer insights, and technology-led execution are keys to success as the industry undergoes rapid transformation every day.