Global media giants mobilise data insights and AI for advertising success amid regional surge in short-form video consumption

Advertisers must leverage artificial intelligence (AI) for greater effectiveness and higher engagement amid a surge in short-form video consumption, according to global industry leaders based at Dubai Media City, the cornerstone of the Middle East’s creative landscape and one of TECOM Group PJSC’s 10 vibrant business districts.

Users in the Middle East and North Africa (MENA) region dedicate 90 minutes every day to short-form content, and short-form video accounts for 9% of time spent on overall content consumption, according to Dubai Press Club’s Arab Media Outlook – Future Vision, developed in partnership with Dubai Media City, the report’s Knowledge Partner, and Strategy&, the Research Partner of the report.

“With the UAE’s advertising market expected to reach AED 5.4 billion by 2028, a future-ready ecosystem is essential for media companies to navigate the modern industry landscape and achieve sustained growth and influence,” said Majed Al Suwaidi, Senior Vice President of Dubai Media City, Dubai Studio City, and Dubai Production City, part of TECOM Group.

“Dubai Media City unites global media giants, ensuring our community is well-placed to adapt, experiment, and deliver meaningful content that addresses changing consumer preferences. Aligned with Dubai Economic Agenda ‘D33’, our cohesive and connected media ecosystem will continue to catalyse future-focused creativity, cementing Dubai’s role as the epicentre of the global industry.”

Magna Global, an end-to-end media planning and performance agency, combines creative storytelling with data-driven optimisation to deliver measurable business results. The agency is also emphasising on harnessing first-party data in tandem with advanced econometric modelling to assess the effectiveness of its upper-funnel advertising efforts and understand their true impact on customers’ purchase decisions.

“Consumers today are exposed to more than 6,000 ads every single day – yet only about 10 to 20 truly resonate,” said Santadip Roy, Regional Managing Director of Magna Global. “That’s less than 0.35% cutting through the clutter. It’s a clear signal: relevance is everything. Brands that continue to ‘spray and play’ will quickly lose traction. This is where AI becomes essential – not optional. Automation enables brands to tailor messaging, optimise delivery, and harness demand more intelligently, and there’s no better place than the MENA region to lead this transformation. Markets like the UAE boast the world’s highest digital media penetration, paired with cutting-edge infrastructure that accelerates innovation and business growth. It’s a privilege to work alongside visionary partners like Dubai Media City, who continue to drive this progress.”

Global media agency network Publicis Media is also noting the growing prominence of emerging media including gaming and podcasts. Leveraging AI to not only optimise but also reimagine media experiences, Publicis Media is accelerating tech adoption for real-time creative optimisation, AI-powered segmentation, and retail media partnerships.

“The media landscape is undergoing a profound transformation, led by accelerated mobile-first, short-form, and commerce-enabled content, particularly across platforms like TikTok, Instagram, and YouTube Shorts,” said Joyce Hallak, Chief Strategy Officer, Publicis Media Middle East.

“This shift isn’t just in format, but a redefinition of how consumers discover, engage, and transact in real-time. At Publicis, we're building connected strategies, leveraging our Power of One model, exclusive data partnerships, and AI-powered segmentation to move clients from media planning to growth planning, and are uniquely positioned to connect brands to consumers in relevant and meaningful ways. Dubai Media City offers world-class infrastructure and a vibrant ecosystem that unites media owners, creators, digital platforms, and technology partners, helping us drive innovation, scale modern marketing capabilities, and stay ahead of a fast-evolving media landscape.”

As the home of advertising and media management specialists from around the world, Dubai Media City’s community is uniquely placed to capitalise on this market evolution. Alongside Dubai Studio City and Dubai Production City, the district comprises TECOM Group’s Media Cluster. The interconnected ecosystem is home to businesses including CNN, Reuters, Discovery Networks, and Epson, and 40,000 creative professionals, supporting media companies of all sizes with sector-specific infrastructure such as recording rooms, sound stages, and Grade-A offices.

Dubai Production City is home to the innovation centre of in5 Media, the sector-specific vertical of TECOM Group’s in5 incubator designed to support innovative media start-ups. Alongside its sister district Dubai Internet City, Dubai Media City is also home to D/Quarters, TECOM Group’s co-working platform offering flexible workspaces to connect and collaborate.

The Media Cluster is part of TECOM Group’s portfolio of business districts, which also includes Dubai Internet City, Dubai Knowledge Park, Dubai International Academic City, Dubai Science Park, Dubai Design District (d3), and Dubai Industrial City.

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