Connected TV (CTV) is big news when it comes to reaching consumers via what is still the biggest, most important platform in the advertiser’s arsenal. But it’s not without its challenges. IAB MENA has set up a CTV Taskforce to address these challenges and, in doing so, has set out six key areas for advertisers to focus on to make the most of the opportunity in the region, outlined in its latest report, The Development of CTV in MENA.
- Smarter execution
Over-reliance on strict frequency capping means wasted inventory. Advertisers who use smart frequency management strike the balance between reach and recall.
CTV also shouldn’t be treated like a mobile device. It’s a shared household context so account for these behaviours and understand that each impression represents multiple viewers.
MENA still faces gaps in standardisation, transparency and third-party validation. Platforms have attribution tools but a consistent framework is still evolving. Shared standards will be essential for long-term trust.
- Full funnel performance
CTV doesn’t just drive awareness in the upper funnel, it drives conversion, using QR codes, for example, while some OEMs enable CTAs that launch browsers or apps, connecting brand exposure with real time engagement. Advanced targeting pushes customers further down the funnel.
Linking CTV households to mobile and desktop devices through deterministic mapping means advertisers can extend engagement beyond their TV screen. Viewers can then be retargeted on phone or laptop.
- Premium
CTV is a preium advertising experience: Viewres are typically more engaged with the content with stronger ad performance which is why CTV commands higher CPMs. Studies by Comcast Advertising and MediaScience found CTV ads generate 2.2x higher ad recall and 1.3x greater purchase intent compared to mobile ads.
Viewers tend to trust TV screens more than mobile or social feeds. Viewed in high-resolution, sound-on environments, CTV delivers a richer storytelling canvas. The premium performance justifies the premium price tag.
- Innovating for Impact
While MENA’s CTV market is evolving rapidly, innovation in ad formats isn’t keeping pace. That said, advertisers are beginning to experiment.
Pause Ads and Hero Banners with QR codes are gaining traction and some OEMs like Samsung Ads are allowing native overlays and call-to-action units that direct viewers straight into browsers, videos or apps such as Shahid. Advanced capabilities such as Amazon’s ‘add to cart’ integrations are not yet live in MENA, however.
Making the most of emerging creative formats, screensaver ads, pause ads, and interactive overlays give advertisers a chance to engage without disruption. QR enabled shoppable creatives are particularly effective for retail and e-commerce advertisers, blending branding with direct response.
- Adtech evolution
With innovation comes disruption and this is being seen particularly in measurement frameworks being challenged. CTV introduced fragmented devices, non-clickable ads and new measurement frameworks, where the older DSPs and SSPs built for a cookie-driven environment. The answer, at least in part, seems to be smarter IP and app level data, view-through optimization, and better alignment around completion and reach metrics.
DSPs in the IAB MENA CTV ECOScape consolidate supply and provide consistent tracking, while first and second party data integrations allow unified audience profiles, reducing overlap and improving efficiency.
The report notes that fragmentation remains a challenge but progress is being made with improved standards and robust supply consolidation among others.
- Building trust
Trust remains a huge question, as was was highlighted in the IAB MENA ‘Understanding and Mitigating Adfraud in MENA’ paper in 2025. CTV may be a premium, brand-safe environment, but MENA still faces rising levels of fraudulent activity that threaten trust and investment.
Traffic is also still misclassified, with in-app mobile traffic mislabelled as CTV. Genuine OEM CTV impressions are sometimes incorrectly categorized as mobile, which erodes confidence and undervalues premium supply. Platforms and authorised sellers must collaborate better if they’re to provide a truly transparent, trustworthy ecosystem.
