Below The Fold - Marketing & Advertising Show

In this episode: How AI is changing performance marketing Why audience signals are replacing keywords The truth about Performance Max and campaign automation Attribution challenges every marketer faces Why marketers need strategy more than ever The future of agencies and performance teams in an AI-first world   Whether you're a marketer, agency leader, founder, or media professional, this episode...

💡 What we cover: • Why most brands still misunderstand digital ecosystems  • The connection between performance marketing and customer data  • How AI is transforming agencies internally  • Why creative strategy matters more than ever in the AI era  • The shift from ROAS to profitability-focused marketing  • Why testing and scalability are critical for modern brands  • How agencies are adapting to...

💡 In this episode: What product placement actually means and how it works Why the Middle East is still underutilizing this channel The difference between obvious vs seamless brand integration How brands can measure ROI in film and TV The future of content, storytelling, and brand partnerships in MENA 🎧 Listen now and discover how storytelling and advertising are starting to merge in a whole new...

  💡 What we explore: • Why hospitality marketing needs a different playbook • The role of creators and UGC in driving real demand • How to measure success beyond likes and views • Bridging online marketing with offline footfall • Performance marketing strategies that convert • Common mistakes restaurants make when scaling Whether you’re a restaurant owner, marketer, or agency working with hospita...

💡 What we explore: How Dubai’s culture empowers self-expression The rise of authenticity in the creator space Representation and the power of telling your own story Why vulnerability builds trust and belonging Balancing personal identity with public influence   Whether you’re a creator, a cultural contributor, or someone trying to live more authentically this episode will give you a new lens on w...

🎙️ Topics We Cover: • Why great content isn’t about perfection it’s about clarity and consistency • How creators can build confidence and improve their on-camera presence • What brands must understand about video in 2025 • Why “done is better than perfect” is the creator’s biggest advantage • The content formats that actually convert in today’s attention economy • The future of creator-led product...

💡 In this episode: • The future of publishing and storytelling in the Middle East • How AI and podcasting are transforming modern media • What brands get wrong about cultural storytelling • The importance of authenticity in a digital-first world   Watch the Full Episode and Follow us on Social Media! ↓   📲 Instagram: https://www.instagram.com/belowthefoldpodcast/ 🎬 YouTube: https://ww...

In this episode: • How Richard built Lovin Dubai into a regional media powerhouse • The shift from print to social-first journalism • The changing economics of content and ad revenue • How media brands are building loyalty beyond the algorithm 🎧 Listen now to learn how media, brand storytelling, and community-driven content are reshaping the future of publishing.   Watch the Full Episode and...

In this episode, you’ll learn: • Why podcasting is booming across the Middle East • How conversational commerce and audio content intersect • What brands can learn from the human side of storytelling • How AI and automation are shaping the future of audio engagement • Why authenticity and trust matter more than ever in brand voice Whether you’re a marketer, brand leader, or creator—this conversati...

In this episode, you’ll learn: • How Koita Milk grew without outside funding • Why persistence beats perfect plans in the startup journey • The grassroots marketing tactics that won over customers • Lessons in scaling FMCG brands across borders • Why authenticity matters more than ever in consumer trust   If you’re an entrepreneur, brand builder, or just curious about what it really takes to grow...

Topics Covered: The rise of business messaging and why it’s changing customer behavior WhatsApp vs. WeChat vs. Messenger — the battle for consumer attention How conversational AI is transforming customer care, sales, and marketing AI agents vs. chatbots — what businesses need to know in 2025 Why marketers must rethink attribution, automation, and personalization If you want to understand the futur...

🎯 Topics covered: • Turning creators into authentic brand partners • Data’s role in building high-performing influencer campaigns • Balancing local culture with global brand objectives • The KPIs that matter beyond likes and views • How to sustain brand equity in the creator economy 💡 Whether you’re a marketer, brand leader, or creator, this episode is a practical guide to making influencer mark...

Topics covered: • What great brands do differently in Saudi and beyond • Why building a brand takes more than performance marketing • The role of trust, storytelling, and consistency in long-term growth • How founders can embed brand thinking from Day 1 • Balancing ambition with authenticity in a fast-changing region • What local context means for brand identity in KSA 💡 Whether you're launching...

🎯 Topics covered: • Why great loyalty programs start small and scale smart • How to leverage tech without complicating the customer experience • The role of data and personalization in building emotional loyalty • Why experimentation is essential: gamification, paid tiers, experiences • The underestimated power of listening to your members • What makes customers feel seen , valued, and loyal   💡...

🎯 Topics covered:  What zero-based marketing really means  Why most startups burn cash before finding product-market fit  How to identify your ICP before spending on ads  The power of cold outreach (LinkedIn + email) done right  $0 landing page validation strategies that save months of guessing  When to test, when to scale, and when to pause   💡 Whether you're a first-time founder or a growth ma...

🎯 Topics covered: Why omnichannel still hasn’t “clicked” in MENA The hidden friction between sales teams and digital teams Overbuilding tech vs. fixing culture first What most dashboards get wrong about performance Is agentic commerce the real future of shopping? Why personalization still fails—and why AI might finally fix it Building lean, empathetic e-commerce teams that last What retail media...

🔍 Topics include: How Emirates NBD became a pioneer in Open Finance Building secure, scalable, API-first banking platforms Real-world fintech partnerships (and what went wrong) From core banking to GitHub Copilot: AI’s growing role Why serving SMEs is key to financial inclusion in the GCC 📡 In collaboration with @BelowTheFoldPodcast @launchfoundryai @datewithtech @emiratesnbd @dubaifintechsummit...

🎯 In Part 2, we cover: The rise of creator-led content and employee-generated media Why authenticity now outperforms polish in brand storytelling How CTV advertising is evolving—and why big screens still matter The untapped power of podcast advertising in the MENA region Why measurement and incrementality will define ROI in 2025 💡 This episode is loaded with practical insights, examples, and fra...

📍 This is Part 1 of our two-part deep dive into the trends that will redefine marketing in 2025. 🔍 In this episode: Why media costs keep rising —and how to stay efficient The growing power of creative as your targeting tool How social search, AI search , and zero-click results are breaking the old SEO model The rise of Performance Max, Advantage+, and AI-led campaign automation Why first-party d...

🔍 Topics include: How Pay10 became the UAE’s first live Open Finance platform Why instant settlement can transform SME growth Building with three licenses: SVF, RPS, and Open Banking Real-time infrastructure vs legacy card systems Advice for founders navigating complex regulation   📡 In collaboration with @BelowTheFoldPodcast @launchfoundryai @datewithtech @dubaifintechsummit   Watch the Fu...

🔍 Key topics include: What is Connected TV (CTV) and how it differs from OTT The state of streaming in MENA: Shahid, Netflix, YouTube, Starzplay, ZEE5, TOD & more Ad-supported vs. subscription-based streaming: who's winning? How high CPMs on CTV can still deliver ROI Cross-platform viewership and subscription fatigue Innovations like shoppable content and smarter audience targeting What brands an...

Topics include: Why 60% of Qatar’s population lacks access to credit Shareeq Neo’s instant loan platform for salary cardholders Building a cross-border fintech with Sharia principles Fingular’s mission to solve financial exclusion globally The vision for expanding from Doha to the wider Muslim world 📡 In collaboration with @BelowTheFoldPodcast @launchfoundryai @datewithtech @dubaifintechsummit @d...

🎧 Topics include: The DFSA’s innovation strategy inside DIFC Building a regulatory framework for digital assets What makes Dubai’s fintech zone globally competitive Tokenization, custody, and real-world experimentation Lessons in balancing risk and rapid innovation 🎧 Now streaming on all major audio platforms 🔗 Listen to the full episode: https://lnkd.in/dKA2VSUd 📡 In collaboration with @Below...

🎧 Topics include: Why traditional insurers shy away from AI, blockchain & gaming How Relm built a 10,000+ data set to underwrite “uninsurable” tech The regulatory dance: balancing speed with compliance What makes the UAE a proving ground for innovation Why the future of insurance isn’t paperwork—it’s proactive enablement   Watch the Full Episode and Follow us on Social Media! ↓   📲 Ins...

Topics: Why performance marketing is still king How to validate product-market fit with zero inventory The rise of omnichannel retail and experiential shopping Converting browsers into buyers with 5%+ conversion rates Getting customers from first purchase to their 10th LTV, apps, personalization—and what brands get wrong 🔗 Tune in to learn how top brands across the MENA region are transforming ho...