MMS, is the commercial arm of MBC Group, the largest media company in the Middle East and North Africa. Its inventory spans MBC Shahid VOD platform, linear TV, and radio, with cultural influence few platforms can match. During Ramadan, the region's most competitive advertising period, brands don't ask whether to advertise on MBC—they ask how much to invest.

And that's where the challenge was.

MBC Group content was trusted, but that trust wasn't being measured. There was no clear way to show what campaigns were actually doing for brands, whether they improved awareness, consideration, or purchase intent. Across campaigns, this impact remained largely invisible.

The real question was: could MMS prove its value consistently, and give advertisers the confidence to invest more?

MMS integrated Happydemics as its Brand Lift Measurement partner across its entire commercial offering. Measurement became a standard part of every campaign.

Starting from less than 10 in mid-2024, usage grew steadily through 2025, then accelerated sharply, with year-over-year growth reaching +643%.

This showed a shift in behavior. Once advertisers saw clear results, benchmarked against their sector and market, they kept coming back.

Measurement became a habit, and that habit drove momentum.

The MENA market has specific dynamics that global benchmarks don't capture. All MMS Brand Lift studies were conducted within the region, with Saudi Arabia as the primary market and the UAE as a strong secondary focus.

FMCG brands overperformed compared to platform benchmarks, alongside strong activity from service and healthcare sectors. Local brands and global companies operated side by side—each needing insights tailored to their own market.

Media consumption is also highly cross-channel. MMS campaigns often combine MBC Shahid VOD platform with linear TV or radio, reflecting real audience behavior.

During Ramadan, when large budgets are concentrated into a few weeks, understanding the combined impact across channels becomes critical.

Trust isn't enough without proof. MBC Group has strong cultural influence, but advertisers need measurable results to justify investment.

Campaign-level benchmarks matter. Global benchmarks provide context, but real value comes from understanding how a specific campaign performs against relevant category and market benchmarks.

Cross-channel measurement is essential. Audiences don't consume media in silos, and measurement shouldn't either.

Measurement builds momentum. With over 156 Brand Lift studies across 92 advertisers, measurement is now embedded in how MMS sells and delivers campaigns. Once adopted, it continues to grow.

MMS's goal remains the same to help brands inspire, engage, and grow. Brand Lift Measurement now plays a key role in delivering that promise, connecting premium media to proven business impact.

Next, MMS plans to bring benchmark data into pre-sales, showing advertisers what similar brands have achieved, before campaigns even begin.

Measurement will no longer just validate results. It will shape decisions from the start.