Analysis Archives - New Digital Age

Advertising has an adoption story. It does not yet have a transformation story. Those are not the same thing.

We all know how AI investment decisions actually get made. Someone in technology or operations makes the case for a new tool. The CFO signs off the licence. Adoption gets tracked. The story ends there. What nobody measures, because it is harder to quantify and harder to sell internally, is whether the organisation has been redesigned to receive the value the tool creates

Do you know enough about your digital customer?

Behind the slick keynotes and soaring ad-spends lies an uncomfortable truth that regional business leaders rarely admit out loud. Despite the world-class infrastructure and a huge AI investment in the region, most companies are still flying blind. They are further away from truly knowing their customers than they realise

Fandom is deliberate and dedicated. Planning should be too

As the road to the 2026 World Cup accelerates, brands across the GCC have the opportunity to rethink sports marketing and engage highly intentional audiences through omnichannel strategies built for modern sports fandom. With exceptional live sports viewership across the region at 84% in the UAE and 81% in Saudi Arabia, the World Cup represents a major opportunity for advertisers to connect with deeply engaged audiences at scale.