https://adgully.me/post/5516/tiktok-promotes-media-literacy-at-menat-youth-mental-health-summit

TikTok promotes media literacy at MENAT Youth Mental Health Summit

TikTok MENAT recently hosted an enlightening discussion with safety experts from across the region, delving into topics such as youth well-being, media literacy, and critical thinking skills in today's digital landscape. The event, hosted on 13 February at Warehouse 4 in Al Qouz, Dubai moderated by Omar Butti, served as a platform for valuable insights into the influence of digital communities on the mental health of the upcoming generation and strategies to engage with social media content in a meaningful and critical manner.The first panel named "Equipping Young Digital Citizens with Media Literacy and Critical Thinking Skills" attended by Lynn Sutton, TikTok’s Head of Outreach & Partnerships, Trust & Safety EMEA, as well as TikTok’s Safety Advisory Council members Naila Hamdy and Akin Unver. Together, they delved into the significance of media literacy, particularly for younger audiences, emphasizing the need for informed conversations about safety and the ability to respond appropriately to crises.The second panel called "Building Digital Communities for Youth Well-being" welcomed Lynn Sutton along with TikTok's Safety Advisory council member Maitha Mohamed and Lecturer of Educational Psychology, Trainer & Speaker on Leadership and Mental Health Jana Bou Reslan. They explored how digital communities cultivate compassion among users and highlighted the importance of constructive dialogues surrounding mental health, supported by robust content moderation processes, in establishing a nurturing environment for all.TikTok’s Head of Outreach & Partnerships, Trust & Safety EMEA Lynn Sutton shared, “TikTok is constantly striving to make our platform a safer and more welcoming space for everyone, ensuring that all users have the necessary tools and support to engage with content safely and responsibly. Our community guidelines are designed to ensure that the platform remains a positive and inclusive space for everyone. We take action to address potential challenges, and conversations like the ones that took place in TikTok's MENAT Youth Mental Health Summit are critical to ensuring a safe environment for everyone, most importantly youth."Naila Hamdy, Safety Advisory Council (SAC) member, emphasized the importance of media literacy in navigating various types of content, particularly in an age where information spreads rapidly. She stated, "It's crucial to critically assess content and take appropriate action. We encourage young people not only to create content but also to become responsible digital citizens. Parents and educators play a central role in equipping young individuals with media literacy."Jana Bou Reslan, Lecturer of Educational Psychology, Trainer & Speaker on Leadership and Mental Health, also shared, "Engaging parents is paramount to creating safe digital communities for the younger generation. Parents' insights are valuable in not only creating important safety processes, but also in guiding how the youth can interact with digital platforms in a healthy and responsible manner."TikTok is at the forefront of introducing features to help support the community's mental well-being, both on and off the platform. The platform has been proactive in promoting mental health awareness and encouraging users, especially teenagers, taking steps to prevent instances of trolling and bullying, and set daily screen time limits.
https://adgully.me/post/5434/uae-consumers-disenchanted-by-mobile-apps-offered-by-brands-appsflyer

UAE consumers disenchanted by mobile apps offered by brands: AppsFlyer

AppsFlyer unveiled a new report which reveals that UAE consumers are easily disenchanted by the mobile applications offered by brands — the majority (56.44%) of Android1 applications are uninstalled within just 30 days of being downloaded. This figure is notably higher than that for more mature markets such as the United States and United Kingdom, where the average 30-day uninstall rate for Android apps stands at 46.76% and 47.82% respectively.Commenting on the implications of the above-average rate of app uninstallation in the country, Paul Wright, General Manager Western Europe and MENAT at AppsFlyer, said: “Research we conducted in early 2023 indicated that the vast majority (84%) of UAE business believe that mobile apps are a ‘must’ to stay relevant to their customers and consequently 9 in 10 UAE businesses now offer an app as a means of engaging with customers. However, as our latest research shows, earning, and then maintaining, a spot on customers’ smartphones is becoming immensely difficult. The harsh reality is that with a multitude of competitors and rising user expectations, apps that fail to deliver quickly and effectively are at an increasing risk of being uninstalled.”The company also shed light on which types of apps are most susceptible to rapid changes in user perceptions. Looking at non-organic installs — driven by successful conversions of marketing efforts — Lifestyle apps fared the poorest with 86% being deleted within 30 days. Even the top 10% of these applications suffered an uninstall rate of 50%. Interestingly, Finance, Shopping, and Food & Beverage applications all showed high uninstall rates for non-organic downloads at 70%, 66% and 62% respectively.These figures were all significantly better for apps that had been organically downloaded by users. In these instances, just over half (52%) of Lifestyle apps remained on users’ smart devices for over 30 days, while 58% of Finance apps, 64% of shopping apps and 46% of Food & Beverage apps achieved this desirable outcome. "Organic users have higher intent than non-organic users and therefore it is no surprise that across categories, their uninstall rate is much lower. That said, in the Middle East, for Android, non-organic instals account for the larger portion (55%) of all app installs. This significance of non-organic install cannot be overlooked. Rather, mobile marketers should recognise that their efforts cannot stop at simply driving installs. They need to work with other stakeholders to ensure that hard earned users are retained as this will yield greater ROIs on their campaign investments,” explained Wright.To enable app marketers to plan user retention campaigns more effectively, AppsFlyer worked to pinpoint exactly when users are dropping off the most. Globally, the company's data shows that the first day is when most users uninstall apps, likely the result of unmet expectations or false promises. Although all verticals display a similar trend over the first 30 days, Finance apps set the pace early on with 23% higher day 1 rates compared to the average of other verticals.“As the highest uninstall rate occurs on the first day, nailing the onboarding process becomes paramount. To reduce the uninstall rate within the first day and the first week, brands must ensure a seamless and engaging onboarding experience that fosters a strong and lasting connection with users," said Wright. "Moreover, as these high uninstall rates for UAE consumers demonstrate, brands should avoid over-promising in an attempt to maximise downloads, as it can lead to frustration and potentially damage your brand irreparably."
https://adgully.me/post/2957/weber-shandwick-promotes-ghaleb-zeidan-to-regional-md

Weber Shandwick promotes Ghaleb Zeidan to Regional MD

Dubai: Weber Shandwick MENAT has announced the promotion of Ghaleb Zeidan to Regional Managing Director for UAE, Culture, Learning & Development, and Partnership. For the past five years Zeidan has ably helmed the agency’s UAE operations, overseeing both offices in Dubai and Abu Dhabi, and recording outstanding growth on multiple levels over the past two years.“Ghaleb has demonstrated impressive ability and passion in the decade or more I’ve known him. This is a well-deserved next step in which I know he will thrive by collaborating closely with the regional office leads and teams to grow the strength of our culture, the effectiveness of our learning, and the value of our partnerships,” said Ziad Hasbani, Regional CEO of Weber Shandwick MENAT.In addition to his existing remit in the UAE, Ghaleb will take on wider regional responsibilities focused on three key areas for all Weber Shandwick offices in the Middle East. This includes the continued development of agency culture, successfully harnessing the skills and knowledge within and beyond the network to amplify this through effective training, and to explore strategic collaborations that can drive two-way value. “As Regional MD, I am excited to take Weber Shandwick MENAT’s progress to the next level. I am grateful for the exceptional support of incredible teams that were instrumental in our agency reaching many new milestones. Together, we've built something exceptional, and I'm excited about the path ahead,” said Ghaleb Zeidan.In the past year, Weber Shandwick UAE was officially certified as a Great Place to Work® UAE after a thorough and independent analysis conducted by Great Place to Work® Middle East. Beyond the UAE, Weber Shandwick MENAT has large operations in Qatar, Kuwait, Saudi Arabia, and Türkiye, as well as a presence in Oman, Bahrain, Lebanon, Jordan, Egypt, Tunisia, and Morocco. 
https://adgully.me/post/2685/ctv-retail-media-gaming-equativs-céline-gauthier-darnis-on-ad-tech-future

CTV, retail media, gaming: Equativ's Céline Gauthier-Darnis on Ad Tech future

In the dynamic world of business development, experience and expertise are paramount, especially within the intricate landscape of ad tech. Céline Gauthier-Darnis, the Executive Vice President of MENAT & APAC at Equativ, brings her extensive background in fostering growth and strategic partnerships to the forefront of the ad tech industry. With a deep understanding of market trends and a penchant for innovation, she has successfully navigated the complexities of this realm. In this exclusive interview with Adgully, Céline sheds light on her approach to bridging the gap between advertisers and publishers, her insights into Equativ's programmatic solutions, strategies for navigating the ever-evolving digital landscape, team management in a fast-paced environment, and Equativ's unique communication and marketing strategies. Furthermore, Céline delves into emerging trends and challenges within the MENAT and APAC regions, revealing her plans to tackle these issues head-on. Let us explore the dynamic world of ad tech through the lens of Céline Gauthier-Darnis, an industry trailblazer and a driving force behind Equativ's success.Can you tell us about your experience in business development and how it relates to the ad tech industry?Business development involves creating and implementing growth strategies to expand a company's market presence, increase revenue, and enhance profitability. My business development expertise is grounded in fostering growth, innovation, and strategic partnerships to thrive in a dynamic and competitive landscape such as the ad tech industry. It has also helped me understand market trends, form strategic relationships, and continuously adapting to the evolving needs of advertisers, publishers, and consumers.As the EVP MENAT & APAC at Equativ, how do you ensure that the interests of both advertisers and publishers are effectively served?In my role, its key is to act as a bridge between advertisers and publishers, ensuring that their interests are aligned and that the partnership benefits all parties involved. This involves proactive and transparent communication, strategic decision-making, and a commitment to fostering a healthy and sustainable ecosystem within the ad tech industry. Additionally, it’s important to recognize that the needs of advertisers and publishers may differ. I work closely with my team to ensure we create customized solutions to align with our client's specific needs and goals.Could you share some examples of programmatic solutions that Equativ offers to advertisers in the UAE?Thanks to Equativ’s holistic ad monetization platform (Adserver/SSP/Buyer Tools/DSP), brands can achieve greater efficiency through their advertising spend and publishers can act with certainty and have the control they need to provide the right blend of transaction models, channels, format (Display, Audio, Video, CTV, Mobile) and audience data to deliver true value path optimization to brands. On top of that, our programmatic solutions including PMPs, auction packages, and contextual targeting solutions, enable a more streamlined and accurate ad transaction across various platforms and screens and help our clients reach their target audiences with the right message in the right environment.How do you approach the challenge of connecting advertisers with their target audience in the ever-evolving digital landscape?Navigating the ever-evolving digital landscape requires a combination of data-driven insights, technological innovation, creative messaging, and a deep understanding of your audience's behaviors and preferences. Adapting to changing technologies, consumer behaviors, and industry trends are essential. Here are a few strategies we work with our clients to leverage:A holistic approach to tap into multi-channel strategies that span across a variety of formats, devices, and platforms to ensure a consistent brand experienceData-driven insights to gain deeper insights into their target audiencesAudience segmentation to leverage first-party data to create more precise audience segmentsContextual targeting to ensure ads are placed in relevant contextual environments so that ads resonate with their target audiencesMeasurement and optimization solutions to continually establish, track and optimize against KPIsHow do you effectively manage and motivate your teams in a fast-moving environment? Can you provide examples of how you have successfully structured and managed an office to optimize productivity and efficiency?In this fast-paced industry, keeping your teams motivated and engaged is essential. I tailor my management style to each team member's preferences and strengths, and coupled with my enthusiastic and hands-on leadership approach, I always want to ensure my teams are feeling motivated and inspired.Here are a few ways I ensure this:Clear communication (and a lot of it!). Transparency and open discussions are essential to making teams feel inclusive and part of the teamEncouraging autonomy and trustRecognizing and celebrating achievementsFocusing on professional growth and identifying new opportunitiesContinued education in ad tech for my teams (always changing!)And have fun! I want my teams to feel excited to come to work and feel they are part of contributing to the success of the company.Communication and marketing play a crucial role in the ad tech industry. How do you approach these areas to effectively promote Equativ's services and attract clients?At Equativ, developing a comprehensive communication and marketing strategy is vital in the ever-changing ad tech industry in order to promote our services, attract and retain clients, and build trust by clearly explaining our solutions and the value they can expect by working with us. I love working with our central marketing team and my local team of marketing specialists to come up with new and creative ways to not only establish a strong brand presence and showcase our innovative global solutions but also connect the Equativ brand with the local community in the APAC/MENA region by tailoring our data, insights and strategies. Whether it’s through thought leadership, content marketing, social and events, to me, it’s always about ensuring a customized approach!In your opinion, what are some of the emerging trends and challenges in the MENAT and APAC regions when it comes to ad tech, and how do you plan to address them?Connected TVThere is a growing demand from advertisers in the MENAT/APAC region for CTV advertising. Currently, we have successfully executed campaigns for various industries targeting American and European audiences, specifically in sectors like hospitality, tourism, and real estate. While the inventory in the Americas and Europe is robust, publishers in the MENAT/APAC region are still in the process of developing programmatic solutions. However, we maintain an optimistic outlook and anticipate that the market will soon catch up. Once this happens, we will be able to effectively target the local audience through CTV formats.Retail mediaEvery e-commerce player has a gold mine to uncover. With the end of third-party cookies, the market is exploring the power of first-party data to unlock new targeting opportunities. Equativ provides a privacy-first addressable solution for retailers to monetize their data. This technology creates a new revenue stream for advertisers and an alternative to cookies to run highly targeted campaigns. Advertisers are almost ready technically to unlock this opportunity.Gaming advertisingOver the past 18 months, Saudi Arabia has invested $8 billion in global game companies with the objective of positioning itself as the primary global hub for the games and esports industry by 2030. These investments have been made through the public investment fund known as Savvy Games Group, and they mark just the initial phase of their plans. The group aims to allocate a remarkable $38 billion to establish 250 game companies, including developers, publishers, and studios, by 2030. In the Middle East and North Africa (MENA) region, the gaming industry is projected to generate a revenue of $6 billion by 2027.By 2025, the global esports audience is anticipated to reach 318 million enthusiasts, with the MENA region accounting for 15% of that figure. This substantial gaming audience presents a significant opportunity for advertisers to connect with the market and captivate their customers by offering innovative experiences.Moreover, there is great enthusiasm surrounding the potential achievements in this field. Key performance indicators (KPIs) such as the View Through Rate and the Click Through Rate tend to be higher, indicating the advantageous timing of engaging with customers while they relax and enjoy their favorite games.