Turner signs three year deal for mobile app ads

Turner and ATL Media sign with MeMob for ad sales representation across portfolio of Cartoon Network apps in MENA
Ads, ATL Media, MeMob, Mobile app, Turner, News, Content production


Turner Middle East, North Africa and Turkey (MENAT) along with its exclusive ad sales agency, ATL Media, have signed a three-year partnership with MeMob, the mobile division of Mediaquest, to represent all ad sales across the portfolio of Cartoon Network apps in the MENA region. Global Web Index studies show that, in 2016, over 90% of digital users in the region owned a smartphone, reflecting the increasing smartphone adoption rate.

This latest commercial deal supports Turner’s vision for the region and its objective to offer clients a 360 approach to engage with Cartoon Network audiences (kids aged 4-14 and parents) using child-friendly content. It follows a 2016 study titled Kids Compass*, from which Turner has revealed key insights about the entertainment behaviours, spend, attitudes and purchasing power of kids in the Middle East. Among other things, findings confirmed that kids are increasingly digital-savvy, with over 62% using smartphones and 56% using tablets.

Turner currently has 52 apps available for its fans in the region, with more than 4 million downloads between January and April of 2017. Top downloaded apps include We Bare Bears’ “Free Fur All” with 934 thousand downloads and The Powerpuff Girls’ “Glitch Fixers” with 722 thousands total downloads.

“As a leader in the children’s entertainment industry, Turner is always striving to reach fans beyond the traditional viewing experience by continuously delivering innovative and creative content that is not limited to a single channel,” said Tarek Mounir, Vice President and General Manager Turkey, Middle East, North Africa, Greece & Cyprus.

He continued, “Our agreement with MeMob, the experts in mobile ad sales, provides an opportunity for our clients to communicate creatively through our mobile applications. As we are constantly working to keep an up-to-date eye on the latest trends in technology, we recognized the need to go mobile and reach audiences in a new and creative way through Cartoon Network’s apps, following global standards to produce and select child-friendly content. As part of our efforts to cater to a highly tech-savvy generation, this is a natural evolution of our current ad sales offering, helping us deliver a fully integrated 360 approach.”

Rosy Kachouh GM of Dotmena and MeMob, said: "It is with great enthusiasm that we have partnered with Turner and ATL Media. Gamification is a big business online and Turner has gone far in mastering it. Our team will help Turner monetize their gaming mobile apps through our regional presence and digital advertising expertise."

In collaboration with ATL, Turner already offers advertising solutions on Cartoon Network Arabic’s digital platforms, including social networking sites and websites (Cartoon Network is the number one kids channel website in the region), as well as advertising opportunities within the company and retail outlets.

ATL Media’s representative, Mukund Cairae added: “We will continue to represent Turner across all other products in the MENA region and are excited about the new partnership and its growth prospect for Turner. We are thrilled that they will be offering a new and unique way to reach consumers.”

MENA is set to see the second fastest growth in smartphone adoption of any region over the next few years, estimated to reach 65% by 2020 according to GSMA Intelligence reports. What’s more, according to data from Abu Dhabi's media free zone authority Twofour54, the gaming sector in the MENA region is growing faster than the global average and is said to triple in size to US$4.4 billion by 2022.

Most Popular

Editor's Choice

Big-3 SVOD Original Content Spending to Triple by 2022
According to a new report, the Big-3 SVOD players – Netflix, Hulu, and Amazon Prime Video will triple their content budgets from licensed content to originals, to spend $10 billion annually by 2022.
Interview with Khulud Abu Homos, CEO Arab Format Lab
Interview with Khulud Abu Homos, CEO Arab Format Lab, about the need for creating new Arabic content formats and content with an international appeal.
The digital world — an opportunity, not a threat, for broadcasters
Opinion on Digital Transformation by Brian Morris, Vice President and General Manager of Global Media & Entertainment Services, Tata Communications

Don't Miss a Story

You may also like

Image Nation invests in Stuart Ford's AGC studios
Stuart Ford, founder of independent film and television company IM Global has launched a new international film and television production and licensing company, AGC Studios. Image Nation Abu Dhabi is one of three initial key strategic investors backing the new company.
British LED lighting manufacturer Rotolight, announced its lighting products were used in the BAFTA-nominated Film Stars Don’t Die in Liverpool.
FAANG will drive TV rights inflation
The cash rich tech giants of Facebook, Amazon, Apple, Netflix and Google (FAANG) are starting to put a huge amount of pressure on traditional FTA and pay-TV operators in the race for exclusive content rights.
Nagra says PayTV and OTT will be synonymous in 2018
Embracing convergence, understanding the user experience, leveraging data analytics and AI, a proactive fight against piracy and implementing new business models are NAGRA’s top five trends to watch in 2018.