Who Are MENA’S Adtech Startups?
We searched high and low for MENA’S adtech startups and have compiled a list of the most active adtech startups that caught our attention.
Today’s advertisers are no longer contented with what traditional advertising has to offffffer; they were once mad men, however, given the technologies that are transforming their sector, they’ve become math men. Brands have become more inclined into adopting a human-centric approach in their advertising strategies; thus, they’re using the recent ad technologies to support their vision. In fact, the digital media sector has been evolving across the world; we’ve got softwares for measuring campaign effffffectiveness, tools for automating media buys programmatically, platforms for distributing authentic content, predictive sales and lead generation technologies, and more. On the global scale, advertising technol- ogies are giving traditional advertising techniques a radical makeover. Advertisers are shifting their ad budgets to digital channels and Adtech companies, analytics and data are redefining targeted content, ad campaigns and media placements are tailoring advertising messages to their relevant personas, and more. Ththe MENA doesn’t stand laggardly idle in that race, but it’s still very far behind. The region is “snailing” its way from traditional to digital media ad spend, as digital stands at 10%, compared to a big fat 30-35% spend on print, according to Mideast media. The numbers imply that the region is yet to leverage the tools it has at the reach of hand for an optimal advertising conversion; it is missing several opportunities that advertising technologies can secure. In fact, based on Zenith’s “Adspend Forecast September 2017” report, the MENA region will witness an 18.6% drop in adspend this year, and will not recover from the decline; Zenith estimated that the adspend will plummet 6.3% in 2018, followed by a 0.7% in 2019. Finding Adtech focused startups in the midst of this stale growth has been very challenging, as the region’s ecosystem is gapped by the absence of such stakeholders and is characterized by the strong presence of international players who are behind many acquisitions. Many of the emerging Adtech startups we were able to find had already left the pack, which left us with a very modest number of them. So, without further ado, here are the Adtech startups that caught our attention:
The Beirut-based startup was established in 2015 by Rida Sadek, and it is focused on digital product placement. Unlike display advertising, product placement in movies or videos is unblockable and unskippable, so advertised products reach more viewers. Rationalpixels aims to streamline and facilitate the process, delivering the same results in one sixth of the time. The ad-space inside the video blends and moves with the camera and lighting. This solution is accessible to a wide range of advertisers, and does not require them to have experience in digital advertising technology. In September 2015, Beirut’s Speed@bdd accelerator injected $30K into Rationalpixels – the only funding it has received so far. Rationalpixels are currently fundraising and are at advanced stages of negotiations with VCS.