Campaign Saudi Briefing 2024: Media and Marketing

We’re on the brink of a media and marketing revolution in the Middle East – and the Kingdom of Saudi Arabia is leading the charge. For those not tuned in to the winds of change, there’s no better time than Campaign Middle East’s Saudi Briefing to catch up and contribute to all that’s making waves within the sector. While skyrocketing internet and smartphone penetration rates have fed into the growth of digital consumption, the simultaneous expansion of e-commerce in the Kingdom has further fueled digital marketing, targeted ads, influencer collaborations, AI adoption within creatives and storytelling, and much more. Leaders within the Kingdom have already voiced the need to address the skills gap in the industry. Couple this with a new generation of consumers entering the workforce, and it’s clear that the Gen Z conversation is here to stay. Social media savvy Saudis are driving a greater focus on youth-centric marketing strategies, with an increased focus on engagement through trendy, interactive, immersive, experiential, mobile-centric content as well as creative, digital storytelling. Add to the mix, the incredible impact of videos games and gamification on brand-building and marketing, and we have the perfect recipe for hybrid media engagements – combining the physical and virtual – to broaden reach, accessibility, engagements, and impressions. Another lever has been the combination of modern technology and narratives with cultural relevance and Arabic-led content. Local and regional influencers have continued to wield substantial impact in the market, with collaborations helping brands reach highly engaged and targeted audiences. There’s no doubt about it: the media and marketing industry in Saudi Arabia is adapting rapidly to these changes, resulting in a dynamic and innovative landscape that offers numerous opportunities for brands and marketers. Join us on 17 October at the Sheraton Riyadh Hotel & Towers to be an active part of key industry discussions and to shape the future of media and marketing in the Kingdom.