Colin Robinson - Happydemics' Blog

Unlock the power of DOOH: from attention to action

Colin Robinson — Wed, 23 Jul 2025 15:16:49 +0000

A new white paper, From Glance to Growth: how programmatic DOOH converts attention into action, co-created by Displayce and Happydemics, explores how ad players are using pDOOH to build on impressions and influence what really matters: awareness, consideration, and intent.

The white papers is based on a report that is the result of a collaboration with Displayce—a global OOH platform. Displayce operates a leading platform for buying and optimizing DOOH inventory, giving advertisers access to over 1.2 million screens across 80 countries.

Their technology enables advertisers to activate dynamic, context-driven campaigns in premium environments—from city centers to airports and shopping malls.

About the Research: A Global View of DOOH

For this research, we analyzed data from more than 7,600 of our Brand lift studies in 64 countries from April 2021 to May 2025, including 1,320 DOOH campaigns from 36 countries. These large-scale insights allow for robust post campaign analysis and cross-market comparison.

To assess ad effectiveness, we use mobile-first, platform-agnostic surveys, which measure ad impact in real time.

The Methodology

Happydemics’ methodology is people-centric. We measure ad campaign effectiveness measure ad campaign effectiveness through survey-based Brand lift measurements, using short, mobile-first questionnaires delivered on apps and websites without relying on panels or incentives.

This ensures natural, unbiased feedback from real consumers. Respondents are shown an ad and asked whether they recall seeing it on a specific channel – providing foundational campaign performance metrics such as ad recall and message attribution. This enables us to create two groups: those who recall the ad and a control group.

We ask both groups a series of questions to assess upper- and mid-funnel KPIs—such as awareness, preference, and consideration. Depending on the KPI, we measure uplift by comparing the two groups, or the responses of the ad recall group are analysed to provide a creative diagnosis.

This approach ensures consistent, comparable insights from Zero Party Data across formats, regions, and media strategies. An approach perfectly suited for advertising without cookies, where advertisers need privacy-compliant, people-first measurement.

DOOH in 2025: An Overview

DOOH has become a core part of advertising campaigns—offering large-scale visibility in real world environments where large groups of people are receptive to images and messaging. It’s regarded by many people as the least intrusive form of advertising.

Building on these strengths, there have been major developments in DOOH in the past decade. The medium has evolved from static screens to dynamic, data-driven displays that adapt to their environments.

It’s pDOOH that’s made this possible—adding targeting, flexibility, and measurability to OOH’s existing strengths: location, visibility, and impact.

What is pDOOH Advertising?

pDOOH—or programmatic digital out of home—advertising is the automated buying, selling, and delivery of ad space on digital billboards and screens in public spaces.

It’s been a game-changer because traditional OOH planning cycles were dependent on manual bookings that had to made weeks—or even months—in advance.

It allows brands, media agencies, and ad techs to:

Bid for impressions in real time.
Improve ad targeting using data sources like mobile movement.
Deliver creatives static or video creatives that adjust based on time of day, weather, and audience behavior.

Imagine a digital billboard on a sunny morning. Using pDOOH, it could display an ad for sunscreen, sunglasses, or a refreshing ice cold drink—delivering messaging that are most relevant to you at that moment.

Key Brand Lift Findings: DOOH Delivers Measurable Brand Impact

We observed that—as well as being an evolving and growing channel—DOOH consistently outperforms other media on several KPIs.

On average, DOOH campaigns saw:

An uplift in specific brand image compared to the average score for all other media. This refers to the favorable perception of the brand/the product. DOOH is the best-performing channel for this KPI.

An uplift in specific intent—willingness to take action related.

Preference: DOOH is also the second-best performing media

Consideration: DOOH is the second-best performing media.

These results demonstrate the strength of DOOH when it comes to capturing attention and translating it into brand growth.

We saw impressive results when we looked at our Brand lift data for several campaigns from Displayce’s clients, including pDOOH campaigns for luxury hotel brand Sofitel, outdoor apparel company Columbia, and global insurance and financial services provider Allianz.

The full details of our findings—including the campaign objectives, strategies, and impact on KPIs—are available in the report.

How to Make the Most of DOOH Ads

To maximize the performance of DOOH advertising, it’s essential to align three key elements: the audience, the context the ad is delivered in, and the creative approach.

Our data reveals how each contributes to ad recall, attribution, and interest—three critical drivers of campaign effectiveness and reliable post campaign analysis. The tone and clarity of the creative significantly impact how consumers perceive and remember ads in DOOH environments:

Ad recall is highest when the creative feels authentic and is delivered in a minimalist, straightforward style. Creatives that are dream-inspiring and leave a pleasant impression are particularly memorable.

Attribution is the ability to link the message back to the brand. It improves with the same clear and authentic style, and it’s especially strong when the message feels resilient, suggesting strength and reliability.

Interest peaks with creatives that are heartwarming and friendly, using clear visuals and uplifting messages to emotionally engage viewers.

In short, simplicity, positivity, and emotional tone are the pillars of strong DOOH creative execution.

A Look Ahead at the Future: pDOOH and AI

AI in DOOH is moving from experimentation to industrial-scale application, driven by the rise of autonomous AI agents that manage and optimize campaigns in real time.

These agents use contextual data, predictive models, and direct platform integrations to personalize messaging, adapt strategies on the fly, and boost efficiency—transforming the DOOH workflow from planning to delivery.

Natural language processing will turn briefs into media strategies, while AI improves audience modelling, footfall prediction, and ad targeting. Creatively, it will generate adaptive content and optimize it live based on predicted attention and performance.

Even campaign planning and buying are evolving, with AI tools turning plain-language briefs into dynamic, responsive media plans.

To make the most of this transformation, industry players will need to connect systems, invest in skills, and preserve the creative and contextual power that sets DOOH apart. AI won’t replace the human touch; it will amplify it.

At Happydemics we aim to offer an interactive tool that lets simulate campaign scenarios by adjusting inputs like sector, media, tone, claim, or budget, and immediately visualize the projected impact across their KPIs. “Predict” will serve as a strategic compass in the creative and media planning phases, guiding brands toward choices that are more likely to deliver tangible impact

For more in-depth insights and real-world case studies, download the white paper.

Interested in learning more about how we can help measure ad effectiveness and brand KPIs across all media—online and offline—including fast-growing ones such as CTV, DOOH, and OLV?

The post Unlock the power of DOOH: from attention to action first appeared on Happydemics' Blog.

Brand lift: Why measuring ad impact is now a media imperative

Colin Robinson — Thu, 15 May 2025 12:27:30 +0000

While metrics that have been staples, like clicks and impressions, give an initial idea of performance, they miss the deeper picture of how your ads influence consumer perceptions and behaviors. Brand lift is the key to unlocking meaningful ad impact insights and ultimately building a brand that will achieve long term growth.

Brand lift measurement has become a media imperative. It allows marketers to track and optimize the long-term effects of their campaigns, from increasing awareness to driving purchase intent. With consumer attention increasingly fragmented, understanding how your ads resonate with your audience is crucial to maximizing your ROI.

What is Brand lift and why does it matter?

At its core, Brand lift refers to the measurable impact an ad has on consumer perceptions of brands. If you’re unclear about the brand lift meaning, it simply describes the incremental change between consumers who were exposed to your campaign and those who were not. Unlike basic performance metrics, Brand lift measurements assess how advertising affects attitudes such as awareness and recall—the factors that ultimately drive enduring, sustainable brand success.

Why Brand lift should be central to your strategy

Traditional metrics, like click-through rates (CTR), provide limited insights into how well an ad performs in terms of consumer engagement. While helpful, these numbers don’t reflect the deeper, more significant shifts in perception that can lead to long-term growth.

Brand lifts give you the data you need to understand if your campaign is achieving its true objective: influencing the consumer’s mindset in a way that leads to stronger brand loyalty and increased sales.

In fact, recent research from McKinsey & Company found that 87% of CMOs worldwide now view brand-building as their most important marketing strategy. In a landscape driven by long-term loyalty and brand equity, understanding and measuring shifts in perception has never been more critical.

To investigate the importance of branding, we recently conducted a test on a campaign for a chocolate brand using performance metrics. The aim was to establish a clear link between branding and consumer action. The results confirm that:

While ad recall naturally declines over time, the brand uplifts remain stable—proving that the ad’s impact extends beyond immediate recall.
More than one-third of ad recall respondents recently purchased the product—compared to just 12-13% of non-recall respondents. This significant gap confirms that ad recall is a key driver of purchase behavior.
The campaign’s influence is particularly strong on long-term purchase decision, even if it has little impact on other consumer actions.

These insights reinforce the notion that branding campaigns generate short-term awareness and create lasting behavioral shifts, especially in purchasing decisions.

What does a Brand lift measurement involve?

A Brand lift measurement is a research method used to assess the impact of an advertising campaign on audience perception.

Brand lifts track specific metrics— ad attribution and ad perception, for example—often by comparing the responses of two groups: one exposed to your ads and one that is not.

While the fundamentals of Brand lift measurement are consistent across the industry, providers like Happydemics bring unique brand lift study methodologies to improve precision, scale, and actionability.

Key metrics measured in Brand lifts

To evaluate the success of a campaign, Brand lift measurements track several critical metrics. At Happydemics, we measure ad recall rates—giving us a clear understanding of how well audiences remember your ad.

We also measure three categories of key performance indicators that are strongly correlated: brand familiarity, consideration, and purchase intent. This enables us to provide a complete view of the marketing funnel—helping you understand the impact of a campaign and clearly identify how to optimize future campaigns.

Ad recall: How many people remember seeing your ad and the message it communicated?
Brand familiarity: Does your ad help more people recognize your brand?
Consideration: Has your ad influenced consumers to think about your brand when making purchasing decisions?
Purchase intent: Are consumers more likely to buy from your brand after viewing the ad?

By analyzing these key areas, you can understand the broader impact your campaign is having on consumer perceptions.

How Brand lift is measured

Brand lift measurement involves using surveys that ask members of the public questions about a campaign. At Happydemics, we use non-incentivized surveys that include questions such as “To what extent are you interested in this ad?”

Getting answers to these questions provides a clear picture of your campaign’s impact on your target audience. This process allows you to track both immediate and medium to long-term effects. While traditional brand awareness measurement focuses on understanding how many people know brand, Brand lift goes further by isolating the incremental impact of advertising.

The exposed vs. control group method

One of the most reliable ways to measure brand lift is by using an exposed vs. control group methodology. At Happydemics, we use this method as it means you can compare the responses of an audience that has seen your ad (the exposed group) with a group that hasn’t been exposed (the control group). This approach helps isolate the true effect of your campaign, ensuring that your results are more accurate and meaningful.

Optimizing campaigns using Brand lift insights

Once you’ve collected your Brand lift data, it’s time to use it to optimize your future campaigns. Brand lift measurements offer actionable insights that help you fine-tune everything from creative assets to targeting strategies, ensuring your ads are as effective as possible.

Refining creative and targeting

If your Brand lift measurement shows that certain ad creatives are driving higher recall or consideration, you can adjust future campaigns to prioritize these messages. Similarly, if certain audience segments respond better to your ads, you can tailor your targeting to focus on those high-impact groups.

Improving media mix

Brand lift data can also guide decisions about your media mix. If you find that specific channels or platforms are driving stronger Brand lift, you can allocate more budget to those areas, while scaling back on underperforming platforms.

Why measuring Brand lift matters

In a competitive digital environment, measuring performance is key to making the right investments and achieving long term profitability. Brand lift measurement plays a key role here—it shows how your advertising influences brand perceptions over time, helping you link your media spend to meaningful, long-term outcomes.

In this context, measuring Brand lift is hugely beneficial to:

Advertisers and brands aiming to track perception and improve campaign effectiveness.
Media agencies seeking to optimize their strategies and to prove results to their clients.
Platforms and publishers that require independent proof of their offer/their unique value proposition.

Moving beyond immediate conversions

While conversion metrics are important for measuring short-term sales, they don’t account for the broader influence your ads have on consumers’ willingness to engage with your brand over time. Brand lifts provide insights into how well your ads are building long-term consumer relationships, an essential factor in growing a successful brand.

Supporting this, recent research from Google and WARC shows that nearly half of a campaign’s impact on ROI occurs between 5 and 20 months after it runs—a clear result of consistent, long-term brand-building efforts.

Making the right investments and improving ROI

Measuring Brand lift isn’t just about tracking perception; it helps you spend smarter. By identifying which channels, messages, and formats actually shift awareness, consideration, or purchase intent, you can focus your investment on what truly drives impact. That means no more guesswork—just clear, evidence-based decisions.

Unlike surface-level metrics, our Brand lift insights are designed to link changes in brand perception to specific media actions. This improves campaign efficiency and strengthens your ability to prove ROI and make more informed, strategic decisions.

In turn, that leads to smarter budget allocation, stronger brand equity, and ultimately, higher return on investment and long-term profitability.

Brand lift in practice: Happydemics’ approach

At Happydemics, we understand the power of Brand lift. Our platform uses advanced methodologies and data analysis to help you track your campaigns’ effects on brand perception across multiple channels and regions.

With access to global benchmarks and tailored insights based on analyzing campaigns for more than 2,000 advertisers, we provide a clear, actionable view of your campaign’s impact—helping you refine your strategy for optimal results.

Final thoughts

Brand lift measurement is an essential tool for understanding the true impact of your campaigns. By moving beyond surface-level metrics and focusing on long-term outcomes, you can create more meaningful connections with your audience and build a stronger brand over time.

With the right insights and optimization strategies, Brand lift can be your key to driving sustained success in a highly competitive market.

The post Brand lift: Why measuring ad impact is now a media imperative first appeared on Happydemics' Blog.

How video ads captivate, persuade, and drive brand growth

Colin Robinson — Wed, 23 Apr 2025 15:18:28 +0000

Today, video content is everywhere. Whether we’re scrolling through our phones, streaming our favorite shows, or watching a giant IMAX screen, video is a constant presence in our lives. And wherever audiences focus their attention, advertisers are present. With video content, they’re able to deliver great results.

Our Brand lift data confirms that video consistently outperforms other media for ad recall—scoring 5 points higher on average. This means more than viewers seeing video ads; they remember them—an essential component for long-term brand success.

So, what makes video so advantageous for advertisers? And how is it evolving to keep up with shifting consumer habits?

Why video works: Memory, emotion and brand impact

Video advertising isn’t just about visibility; it’s about creating meaningful brand connections. Compared to static formats, video is uniquely effective at:

Capturing attention quickly: Video ads are processed faster than images; they grab the viewer’s focus almost instantly.
Driving emotional engagement: Video generates stronger emotional responses than other media, directly correlating with higher purchase intent.
Improving brand perception: Our benchmarks show that video excels in boosting brand familiarity, image, and preference—all of which are key to long-term success.

Beyond awareness, video also delivers on performance-based KPIs. Over the past year, we saw a 5-point increase in attribution and interest versus 2023, proving that video’s impact is going from strength to strength.

But while video as a format is a strong performer, the question for advertisers is: Which type of video ad will deliver the right results?

TV advertising: The best perceived video format

For decades, TV was the undisputed king of video advertising. Even with the rise of digital channels, it remains a cornerstone of many marketing strategies.

TV’s enduring power comes from its established credibility and reach. It’s a format that people trust, and our data from measuring Brand lift confirms that TV ads are the best perceived among all video content, scoring an average of 3 points higher in interest and likeability than any other media.

TV ads create stronger emotional connections and brand trust than digital formats. It’s a particularly effective format for top-of-funnel objectives, such as increasing brand awareness and building perception.

But while TV remains highly effective, there are other formats that may be even more impactful for driving consumer action.

The rise of digital video: Performance and precision

The last decade has seen a dramatic shift in how audiences consume video, with online video (OLV) and connected TV (CTV) rapidly gaining ground. These formats offer precision targeting, interactivity, and measurable performance.

Connected TV (CTV) leads on impact

Our Brand lift data confirms that CTV is the most impactful video media overall—outperforming other formats in purchase intent and brand attribution.

Targeted video drives higher engagement

Consumers prefer ads that are relevant to them, highlighting the power of programmatic video buying.

Interactive features enhance performance

Interactive CTV ads can boost engagement; elements like QR codes, shoppable ads, and clickable overlays can significantly improve ad effectiveness.

The ability to combine brand storytelling with direct-response capabilities is what makes digital video so powerful. Advertisers looking to drive purchases should focus on OLV and CTV, where interactivity and data-driven targeting provide a direct path to conversion.

The takeaway: Video’s strength is still growing

Video advertising continues to evolve—resonating with increasingly fragmented audiences across a wide range of media and formats. From traditional TV to connected and interactive digital platforms, its ability to reach people at every touchpoint is only getting stronger.

Understanding how each format engages audiences is key to creating effective, impactful campaigns. Whether it’s the emotional pull of TV, the precision of OLV, or the interactivity of CTV, each plays a distinct role in building brands and driving results.

From Bulova’s first TV ad in 1941 to today’s data-driven and interactive campaigns, one thing remains true: video captures attention, builds lasting brand connections, and inspires action.

The post How video ads captivate, persuade, and drive brand growth first appeared on Happydemics' Blog.

From pixels to pavements: The power to shape urban life

Colin Robinson — Mon, 14 Apr 2025 12:11:46 +0000

[LEADERS OF CHANGE]

Laure Malergue is not just the CEO and founder of Displayce—she’s a trailblazer in the world of programmatic Digital Out-Of-Home (DOOH). Based in Bordeaux, she has been at the forefront of reshaping how brands interact with urban audiences. Her journey from the early days of digital advertising to leading a cutting-edge Out-Of-Home (OOH) suite is a testament to her vision and determination.

Bridging digital and physical ads

While working at Cdiscount in e-commerce, Laure recognized a disconnect: digital-native companies struggled to effectively use traditional media. This was the genesis of Displayce.

Laure saw the effectiveness of OOH advertising in driving online engagement firsthand.

“I was already convinced that online advertising was just one stage in the funnel,” she says. “Relying solely on digital channels like search meant losing a crucial visual branding dimension, which traditional media typically provided.”

Her vision was to bridge this gap and bring the power of digital technology to OOH advertising.

DOOH: Cutting through the noise

In today’s cluttered advertising environment, how can DOOH stand out? Laure believes the medium has a unique advantage: Its presence in public spaces offers brands a way to connect with audiences in a seamless way. “DOOH represents the next generation of advertising,” she says. “It integrates naturally into people’s environments without interrupting them.”

Laure thinks advertisers have a responsibility to ensure DOOH remains a non-intrusive medium, seamlessly integrating into public spaces. Creative quality is also paramount, with messaging needing to be clear, impactful, and tailored for outdoor environments.

Bordeaux: A strategic base

Focused on those principles, Laure and Marie Gaestel founded Displayce in Bordeaux. The city’s vibrant startup ecosystem and its relative distance from the intense adtech scene, which at the time was mostly dominated by Google and Meta, made it an ideal location for the new business. “This distance allowed us to break free from industry norms and foster creativity,” Laure says. Bordeaux also provided access to talent and a strong entrepreneurial network.

While firmly rooted in Bordeaux, Displayce has a global outlook, providing access to digital screens in 80 countries and growing its global footprint with offices in Brazil, Dubai, London and further afield. Displayce and JCDecaux have forged a strategic alliance, and this relationship has been instrumental in accelerating international expansion—enabling Displayce to establish a presence in new markets.

A compelling case study

A Displayce campaign for a French chain of luxury department stores is a compelling example of data-driven DOOH. The client wanted to reach travelers at both their departure and their arrival airports. This required seamless targeting across locations.

By combining first-party data from JCDecaux with third-party flight data, Displayce created highly targeted campaigns in airports, optimizing ad placements based on traveler journeys.

This resulted in targeted, high-impact exposure sequences, generating higher engagement. Importantly, it also led to a high level of campaign efficiency. With this approach, brands only pay for ads that truly matter.

Navigating challenges

Laure has faced numerous challenges, particularly in the early stages of Displayce. “The biggest challenge when I founded Displayce in 2014 was that we were ahead of our time,” she says. “In France, the billboards weren’t even ready for programmatic buying yet.”

Laure believes resilience and perseverance were key attributes during this period, as she and her colleagues educated brands on programmatic buying.

She also emphasizes the importance of being prepared for market shifts, as demonstrated by the company hiring during the COVID-19 pandemic, despite a challenging business environment. This strategic move ensured Displayce was ready when the market finally rebounded in recent years.

Leading change

Laure is keen to promote equality in the workplace, and she leads by example. More specifically, she believes that support for parenthood is an essential component of that principle.

“When someone in our company has a child, it should be seen as good news. We prioritize making their return to work as smooth as possible. I think having women in leadership helps drive this mindset,” she says.

“I had both of my children while running the company. I’ve always pitched while pregnant. Seeing that kind of example can be reassuring for others.”

Rebranding for a new era

Displayce has recently rebranded, reflecting its evolution as a leader in programmatic DOOH.

The company aims to solidify its position as an innovator and emphasize its commitment to delivering tangible results for brands. They strive to be more than just a technology provider—focusing on building long-term partnerships and taking responsibility for campaign effectiveness.

The power of data and AI

Data and AI play a crucial role in Displayce’s approach. Laure believes these technologies amplify creativity by enabling precise targeting and real-time content adaptation. AI helps navigate the complexity of vast datasets, empowering clients to make informed decisions.

“AI plays a crucial role here, analyzing the 4,000-plus datasets we have access to and identifying the most relevant insights,” she explains.

The future of DOOH: Inspiring and engaging

What might the future of DOOH look like? Looking ahead, Laure envisions brands capitalizing on digital technologies to create more engaging and meaningful experiences for consumers. She hopes to see a shift toward more inspiring and surprising campaigns, moving beyond purely promotional messaging. This will entail going beyond everyday commutes to capturing event-driven moments.

“One of the most exciting things about our industry is that we’re at the heart of urban evolution—how people move, use transport, shop, and experience their cities.”

Thank you

Thank you, Laure, for taking the time to speak with us to share your experiences and insights from your career.

The post From pixels to pavements: The power to shape urban life first appeared on Happydemics' Blog.

Intimacy of sound: the unmatched power of audio

Colin Robinson — Tue, 11 Mar 2025 13:59:23 +0000

[LEADERS OF CHANGE]

In a world saturated with visual content and fleeting messages, Lemya Soltani is a pioneer in helping brands break through the noise with audio. As co-founder of Next Broadcast Media, Lemya has redefined the role of audio in connecting brands, creators and audiences through innovative digital audio solutions.

Her journey is a testament to innovation, resilience, and leadership, with roots in Tunisia, a career spanning Germany, London, and Dubai, and a mission to break down barriers.

Meet the architect of impactful connections

“Building something from scratch has been an incredible journey, I’m a passionate entrepreneur, innovator and storyteller,” Lemya begins. “At Next Broadcast Media, we’re not just following trends—we’re shaping the future of digital audio advertising.”

Leyma’s journey has taken her from corporate roles at Yahoo and OLX to building Next Broadcast Media from the ground up. Based in Dubai, her company operates globally, helping brands create meaningful connections through audio advertising.

Lemya sees innovation as an opportunity to rethink how brands engage with audiences in a crowded media landscape. “We saw a gap in the market and knew we could do something different. We built a company that helps brands connect with listeners in a way that feels authentic and personal,” she explains. With a growing team in Brazil, Canada and India, Lemya’s work bridges continents and ensures that cultural nuances resonate authentically.

What makes her journey extraordinary is not only her entrepreneurial spirit, but her commitment to inspiring others, especially women. “I’m trying to inspire other people to leave a meaningful legacy by pushing boundaries to see what’s possible in this fast-paced world.”

For Lemya, it’s not just about representation—it’s about impact. “Women bring unique perspectives to business, and when we’re in leadership roles, companies perform better. The data proves it.”

She believes the key is fostering an environment where women feel empowered to challenge stereotypes, embrace challenges, and shape the future of media and tech. This is reflected at Next Broadcast Media, where women hold key leadership roles.

“Having strong female leadership at NBM isn’t just about diversity—it’s about driving innovation with different perspectives,” Lemya explains. By championing inclusion, NBM ensures women are actively shaping the future of digital audio.

Audio: the most intimate medium?

For Lemya, audio is more than a medium—it is a movement and the foundation of Next Broadcast Media. “Audio creates a personal connection between the listener and the host,” she says. During the pandemic, as screen fatigue set in, digital audio experienced a significant boom. Lemya sees this as audio’s defining strength: its authenticity and intimacy.

“The world is already saturated with visual content—audio cuts through the noise and offers space for deeper engagement,” she says. At an industry event, she once heard: “A podcast is like your best friend that you don’t know.” That, to her, is the power of audio—its ability to create a trusted, personal space for listeners.

Why Dubai is the best hub for innovation and growth

Dubai has been Lemya’s home since 2019, a city she describes as synonymous with ambition. “What sets Dubai apart is its culture of boldness. People from different backgrounds and mindsets come together and push boundaries to create something extraordinary.”

For entrepreneurs like Lemya, Dubai’s infrastructure, openness, and multicultural vibrancy create fertile ground for innovation. The MENA region, she predicts, will play an increasingly important role in the global audio and advertising landscape. With some of the highest podcast penetration rates in the world—70% in Saudi Arabia and 62% in the UAE—the region is already a leader in audio consumption.

“The MENA region has a young, tech-savvy population that demands culturally relevant content,” notes Lemya. Next Broadcast Media is at the forefront of this transformation, leveraging AI to create audio ads that launch within minutes. “We’re not just keeping up, we’re defining what’s next.”

Redefining innovation

For Lemya, innovation is about more than technology. “It’s about challenging the status quo and finding creative ways to solve problems,” she explains. At Next Broadcast Media, that means constantly rethinking how brands and audiences engage through audio—whether it’s by crafting more culturally relevant campaigns, exploring new storytelling techniques, or using AI to streamline ad creation.

Collaboration—especially among diverse teams—is at the heart of her approach.

“When people from different backgrounds come together, ideas spark. Innovation transforms industries, businesses and lives,” she says. This mindset has been instrumental in driving Next Broadcast Media’s success and shaping the future of audio advertising.

Women leading with purpose

Being a woman leader in media and technology comes with unique challenges. For Lemya, resilience and adaptability have been key. “Every job, every industry has challenges—that’s just life. What matters is how you tackle them,” she says. By fostering authenticity and transparency with her team and clients, Lemya has built a culture of trust and collaboration.

She is a strong believer in the power of diversity. “Women bring unique perspectives to the business world. Research shows that companies with more women in leadership roles perform better,” she notes. For Lemya, diversity is a necessity to drive progress and inclusion.

Leadership is about empowering others

“Leadership is about inspiring and empowering others to be their best,” Lemya explains. By nurturing talent and ensuring that every voice is heard, she fosters a culture of trust and purpose within her team. This approach not only fosters innovation, but also builds a sense of shared ownership and vision.

When asked for advice for aspiring leaders, her message is clear: “Never stop learning. Surround yourself with people who will challenge and inspire you. And don’t be afraid to fail; it’s part of the journey.

Final thoughts

Lemya’s story is one of bold innovation, cultural connection, and transformative leadership. As she continues to amplify the power of digital audio, her vision of breaking boundaries and inspiring others remains a beacon for leaders and innovators around the world.

Through her work, Lemya Soltani is proving that audio is more than just sound; it’s a profound way to connect, create, and inspire. In doing so, she is leaving an indelible mark on the media landscape.

Thank you

A heartfelt thank you Lemya, for your time and for sharing this inspiring vision and journey with such openness and authenticity.

The post Intimacy of sound: the unmatched power of audio first appeared on Happydemics' Blog.

Turning viewership into value: How CTV ads are engaging audiences

Colin Robinson — Thu, 27 Feb 2025 09:43:20 +0000

“To make a business out of the growing non-linear TV, habits of our viewers is one of the most important factors that will determine whether we have a shrinking or growing TV industry in the future,” he told industry professionals at the Edinburgh International Television Festival.

Sixteen years later, it’s clear the industry rose to the challenge that Zeiler laid out. Just think: When did you last watch Netflix or Amazon Prime? It was likely within the past week; you’re probably part of the rapidly growing global Connected TV (CTV) audience.

CTV includes any internet-connected device, such as TVs, phones, or tablets, that stream content on demand. Its reach is expanding fast, a shift that places CTV at the center of major digital marketing trends. For example, about 88% of US households now watch CTV.

Billions in play: Big brands are investing

In 2025, with such vast audiences, it’s evident that CTV’s rise presents massive opportunities for advertisers, who are investing heavily: their total spending is projected to reach $33 billion this year.

Big spenders in the CTV ad market include Verizon, Ford, and Febreze, while major recipients include Netflix, YouTube, Amazon Prime, Roku, and Hulu.

Why CTV ads are working

As well as the vast and growing audiences advertisers can reach via CTV, Happydemics‘ benchmark data—drawn from 6,500 Brand lift studies across all media—reveals several key reasons why major players are investing heavily in this format.

Precise targeting and emotional impact

CTV marries the precise targeting of digital advertising with the emotional connections of TV ads.

Low audience fatigue

Consumers perceive it as a novel and engaging advertising format.

Integration with other ad formats

It can be part of a broader digital strategy—integrating seamlessly with campaigns across mobile, desktop, and social media to create a unified brand presence.

Enhanced brand perception

CTV is a highly regarded ad format that elevates brand visibility. Its premium, immersive ad experience builds a strong connection with targeted audiences, strengthening brand recognition and desirability.

Our Brand lifts show that these advantages result in a notable improvement in brand performance: CTV ads score 2 points above average for both attribution rate and ad perception when compared to all other media types.

CTV advertising is particularly effective in driving both higher consideration—encouraging audiences to see a brand or product as a relevant option—and increased specific intent, such as taking action to learn more, purchase, or recommend.

While linear TV and CTV each play a distinct role in the marketing mix, our data shows that CTV drives, on average, a 2-point higher lift in consideration and a 7-point higher lift in specific intent compared to linear TV. This highlights CTV’s ability to engage audiences in a way that complements traditional TV strategies, offering advertisers an additional lever to drive meaningful outcomes.

Turning viewership into value

How can advertisers turn those advantages and the vast CTV viewership worldwide into valuable engagement and get ROI on their ad spend? Understanding its unique strengths and making it part of a multichannel strategy is key.

In a media plan, CTV advertising is very effective for upper funnel KPIs and leads to improved brand recognition and brand image. Its true power emerges when combined with out-of-home (OOH), digital out-of-home (DOOH), and social media advertising, which are all typically effective for lower funnel KPIs and used to encourage purchases.

Moreover, CTV’s potential goes beyond traditional ad formats. Interactive features—such as shoppable ads and QR codes—transform passive viewing into active engagement. Our Brand lift studies show that adding a QR code alone can elevate attribution, consideration, and even purchase intent, proving that the right creative elements can turn CTV ads into a direct driver of business outcomes. By embracing these innovations, advertisers can unlock new levels of impact, bridging the gap between brand storytelling and measurable action.

Looking ahead at a unique opportunity

Zeiler’s 2009 statement underscored the need for the TV industry to evolve with changing viewer habits. Today, CTV has not only met that challenge—it has redefined the way brands connect with audiences.

As its global reach continues to expand, advertisers have an unprecedented opportunity to go beyond mere visibility and create deeper, more meaningful engagement. By integrating CTV into a dynamic, multi-channel strategy, brands can transform passive viewership into active participation, loyalty, and long-term growth. The future of TV isn’t just about being seen—it’s about interacting, influencing, and inspiring.

The post Turning viewership into value: How CTV ads are engaging audiences first appeared on Happydemics' Blog.