Mediakart, Continuum Media partner to enhance contextual, 3D advertising in MENA
Mediakart, a platform that specialises in contextual and 3-dimensional (3D) advertising, has formed a strategic alliance with Dubai-based Continuum Media in an effort to offer brands new ways of engaging with audiences in the Middle East and global markets.
By combining Mediakart's data-driven ad solutions and digital expertise with Continuum Media's regional intelligence, the alliance aims to help marketers achieve deeper audience penetration through tailored, immersive campaigns. The focus will be on elevating how contextual and 3D ads are delivered to brands looking to drive engagement and ROI.
'Mediakart is dedicated to pushing the boundaries of modern advertising,' said Shahad Anand, Business Head of Mediakart. 'Our collaboration with Continuum Media allows us to offer richer, more personalised ad experiences that go beyond the flat, traditional formats. Together, we can create campaigns that connect with people at the right place, time, and context.'
With advertising increasingly shifting toward personalisation and interactivity, contextual and 3D formats are becoming central to brand communication strategies, Mediakart claims.
'This partnership marks the beginning of a new chapter in experiential advertising for the region,' said Nayeem Siddiqui, Managing Director at Continuum Media. 'Together with Mediakart, we're combining strategic insight with creative technology to help brands speak more intelligently and intuitively to their audiences. We're excited about the innovation this will bring to our clients.'
Both companies emphasise that this alliance is not just about expanding geographic reach – it's about transforming how brand stories are told. From interactive product showcases to context-based messaging, the collaboration is set to offer brands a multidimensional toolkit to drive engagement, loyalty, and performance.
Mediakart and Continuum Media envision this partnership as a long-term commitment to redefining digital advertising, particularly in the fast-evolving Middle Eastern market. The joint approach will provide businesses with scalable solutions that align with shifting consumer expectations and the future of brand communications.
'With Continuum Media's on-ground presence and Mediakart's innovation-first mindset, we're positioned to lead the next wave of intelligent advertising,' added Anand. 'We look forward to seeing how this collaboration shapes the future of media across the region.'
As brands increasingly demand ad formats that are both impactful and contextually relevant, this alliance aims to deliver on those expectations – bridging creativity, data, and strategy to move audiences and markets forward.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The National
an hour ago
- The National
Sheikh Hamdan announces plan to support Emiratis in future job markets
Sheikh Hamdan bin Mohammed, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, on Thursday chaired the Dubai Executive Council meeting with education high on the agenda. The council approved a project to attract top international universities to the emirate while putting together the Academic and Career Guidance Policy. This, Sheikh Hamdan said, will help Emirati students in future job markets with targeted academic and career support. 'Today, I chaired The Executive Council meeting and approved a set of policies and strategies to reinforce Dubai's position as a global hub for education and future-ready talent,' he wrote on X. 'We approved a project to attract top international universities, aiming to position Dubai among the world's top 10 destinations for undergraduate and postgraduate students.' 'Aligned with His Highness Sheikh Mohammed bin Rashid Al Maktoum's vision for a knowledge-based economy, the project will be implemented in partnership with KHDA and the Dubai Department of Economy and Tourism,' Sheikh Hamdan added. 'We also approved the Academic and Career Guidance Policy to help Emirati students thrive in future job markets through targeted academic and career support.' A focus on the environment The Crown Prince of Dubai also revealed the approval of the Air Quality Strategy 2030, while also setting out plans for a new centre to mediate legal disputes. The clean air initiative follows a similar project announced in February, known as the Super Block initiative, which will target urban areas to make them more pedestrian-friendly. It is hoped that this will enhance quality of life, sustainability and boost social interaction between communities. It also aims to reduce carbon emissions by designating car-free residential areas and increasing green spaces. Areas such as Al Fahidi, Abu Hail, Al Karama, and Al Quoz Creative Zone will be the first to be boosted by the initiative. 'Enhancing quality of life remains a key priority. We approved the Air Quality Strategy 2030, which will be implemented by Dubai Environment and Climate Change Authority, in partnership with relevant entities, with the aim of fostering a healthy and safe environment for all,' he continued on Thursday. 'During the meeting, we also approved the Dubai International Mediation Centre project to provide an efficient and transparent platform for alternative dispute resolution. 'We also approved the Governance Policy for Government Construction Projects to standardise procedures, enhance transparency, strengthen private-sector partnerships, and ensure efficient delivery and high-quality outcomes.'
Gulf Business
an hour ago
- Gulf Business
Hottest investment trends in the UAE: Watch our latest Breakfast Briefing panel event
From global mobility and residence-by-investment to IPO outlooks and the great wealth transfer, this Gulf Business panel event in Dubai on June 25 brought together leading voices to decode the UAE's investment landscape. Speakers included: George Hojeige, Group CEO, Virtugroup Rahul Singh, MD, Thrifty & Dollar Car Rental Sanjay Sachdev, Group Marketing Director, Leptos Estates Vishwajit Patil, SEO, Nuvama Private DIFC Yogesh Khairajani, Global Market Strategist, Century Financial Manasvi Ghelani, Associate Director, Frost & Sullivan Muhammed Hassan, Capital Markets Leader, PwC Damian Hitchen, CEO, Saxo Bank MENA Yasmine Omari, Head of Wealth Planning, Bank of Singapore Gemma Wild, Head of Global Collaboration, MENA GPB, HSBC Dave Chaggar, Sales Director, Capital Club Limited Moderators: Claire Vuylsteke, Director, Orbcom Nigel Sillitoe, CEO, Insight Discovery Karishma Hingorani, Founder, Karishma Konnect
Khaleej Times
an hour ago
- Khaleej Times
The case for creating locally branded residences in Dubai
While international names have dominated the branded residence space, the next evolution should come from within. The region, particularly the UAE, is home to powerful, trusted brands that resonate deeply with local and international audiences. Imagine residences shaped by the precision and elegance of Rivoli Group, the horological heritage of Ahmed Seddiqi & Sons, the accessibility-meets-style ethos of Splash, or the innovation and connectivity DNA of Etisalat. The creative vision of Rami Al Ali, whose couture elevates fashion to an art form; the global influence of Huda Beauty, a brand that has redefined beauty standards and consumer engagement; and the sustainability-driven ethos of The Giving Movement, which merges conscious lifestyle with style, all exemplify powerful brands born in the UAE. Even an Emirates-branded living experience could redefine premium lifestyle in the skies and on the ground. Such brands are cultural touchstones, and leveraging them for branded residences would localize luxury and elevate it with relevance, trust, and emotional alignment. Untapped brand loyalty and cross-vertical integration While premiums on branded residences are well-documented, few developers are fully leveraging the lifetime loyalty potential of buyers already engaged with the brand in other sectors. Imagine loyalty points or benefits that link a branded residence to airline miles from Emirates, telecom privileges from Etisalat, or exclusive retail access from Splash. This kind of cross-vertical synergy turns the residence into part of a brand journey—not just a home. Developers that build these bridges could unlock powerful retention, upsell, and community-building tools that most luxury projects are missing. Local identity, global standards The strength of local branding lies in its ability to blend cultural familiarity with world-class delivery. A branded residence by a regional icon is not a compromise on global appeal—it's a fusion of cultural specificity and luxury. When executed correctly, local brands bring hospitality norms, service rituals, and design language that feel organic to residents while meeting global expectations. Arabic calligraphy in shared spaces, regionally-inspired spa concepts, or hospitality rooted in majlis-style hosting traditions are not decorative—they're deeply functional and emotionally resonant. Competitive differentiation in a saturated landscape In markets like Dubai, where international branded residences are proliferating fast, local brand collaborations offer differentiation with depth. They avoid the fatigue of global sameness. While many projects now boast a fashion or automotive brand, few can claim emotional ownership of place. A local brand brings with it heritage, trust, and market familiarity. This attracts not only regional buyers but also appeals to international investors seeking a more authentic and deeply connected experience in the market they invest in. Economic multiplier effects Investing in locally branded residences also stimulates local economic ecosystems. Collaborative projects create value chains across design, marketing, operations, and retail that remain within the region. A partnership with a local brand can drive demand across the brand's core business. For example, a Rivoli-branded residence could open in-house boutiques, watch clubs, or service centers that generate parallel revenue. A real estate tie-up with The Giving Movement could integrate sustainable lifestyle amenities and retail that attract eco-conscious residents. The idea is to transform the branded residence from a static asset into a living commercial ecosystem. The emotional edge: Trust, legacy, and belonging Trust in a brand often takes years—if not decades—to build. Regional icons like Emirates or Ahmed Seddiqi & Sons have spent generations cultivating that credibility. When that trust is transferred into the residential experience, it creates instant emotional equity. More than buying a space, residents would be joining a legacy. An emotional edge of this nature can't be manufactured overnight, nor can it be easily matched by imported names. In a post-pandemic world where belonging and meaning matter more than ever, local brands can offer a level of emotional permanence that global names often can't replicate. Future-ready localism As consumer expectations shift toward sustainability, digital readiness, and cultural intelligence, local brands may be better positioned to respond quickly. They are closer to the market, understand regional nuances, and often operate with more agility than global conglomerates. A branded residence co-developed with a regional telecom like Etisalat could lead the market in smart infrastructure. A collaboration with Home Centre could redefine affordable-luxury housing with fashion-forward interiors and wellness-focused amenities at scale. Locally branded residences go beyond national pride and reflect a strategic commitment to future readiness. The writers are founders of DRE, a real estate brokerage firm operating in Dubai since 2007.
