Ghada Ismail

In the first part of this series, we explored why media buying matters for startups and how a well-planned advertising strategy can help young businesses reach the right audience. We also discussed the role of a media buyer in managing campaigns, optimizing budgets, and improving return on investment.

In Part Two, we will build on that foundation by examining the different types of media buying available to startups. Understanding these options can help founders choose the channels and buying methods that best align with their goals, target audience, and stage of growth.

Traditional Media Buying

Traditional media buying refers to purchasing advertising space through offline channels. Although digital advertising has become dominant, traditional media can still be valuable for startups seeking broad brand awareness.

• Television advertising: Suitable for startups targeting a large audience, though it often requires a significant budget.
• Radio advertising: Effective for local businesses and startups aiming to reach commuters or regional audiences.
• Print advertising: Useful for reaching niche audiences through newspapers, magazines, and industry publications.
• Outdoor advertising: Includes billboards, transit ads, and posters, which can help increase local visibility.

Traditional media buying can enhance credibility and brand recognition, but it may offer less precise targeting compared to digital channels.

Digital Media Buying

Digital media buying involves purchasing advertising space on online platforms. This is often the most practical option for startups because it offers detailed targeting, measurable results, and flexible budgeting.

• Search engine advertising: Ads appear on search engine results pages when users search for relevant keywords.
• Social media advertising: Platforms such as Facebook, Instagram, LinkedIn, TikTok, and X allow startups to target users based on demographics, interests, and behavior.
• Display advertising: Banner and visual ads appear on websites, apps, and online publications.
• Video advertising: Ads are shown before, during, or after online video content on platforms such as YouTube.

Digital media buying is particularly attractive for startups because campaigns can be adjusted quickly based on performance data.

Programmatic Media Buying

Programmatic media buying uses automated technology to purchase digital advertising space in real time. Instead of negotiating directly with publishers, advertisers use software platforms to bid for ad placements based on audience data.

• Real-time bidding (RTB): Advertisers bid for ad impressions as they become available.
• Private marketplace (PMP): Premium publishers offer ad inventory to selected advertisers through invitation-only auctions.
• Programmatic direct: Advertisers purchase ad inventory directly from publishers at a fixed price.

Programmatic buying allows startups to target specific audiences efficiently and optimize campaigns automatically.

Performance-Based Media Buying

Performance-based media buying focuses on paying for measurable results rather than simply paying for ad placement. This model is especially valuable for startups because it aligns advertising costs with business outcomes.

• Cost per click (CPC): Payment occurs when a user clicks on the ad.
• Cost per acquisition (CPA): Payment occurs when a user completes a desired action, such as making a purchase or signing up.
• Cost per lead (CPL): The startup pays for each qualified lead generated through the campaign.
• Cost per thousand impressions (Cost Per Mille or CPM): Payment is based on the number of times the ad is displayed.

Performance-based buying helps startups track ROI more accurately and allocate budgets to the channels that generate the best results.

Influencer and Native Media Buying

Influencer marketing and native advertising are increasingly popular media buying strategies for startups seeking authentic audience engagement.

• Influencer marketing: Startups partner with influencers to promote products or services to their followers.
• Native advertising: Ads are designed to match the format and style of the platform where they appear, making them less disruptive to users. For example: A fintech startup might sponsor an article on a business website titled “How Small Businesses Can Improve Cash Flow Management.” The article provides useful information while also mentioning the startup’s payment solution. Because it resembles regular editorial content and provides value to readers, it is considered native advertising.

These approaches can help startups build trust and reach targeted audiences in a more organic way.

Choosing the Right Media Buying Type

The best media buying strategy depends on a startup’s goals, target audience, budget, and growth stage.

• For brand awareness: Digital display ads, social media ads, and outdoor advertising can be effective.
• For lead generation: Search engine advertising and performance-based campaigns are often the best options.
• For niche targeting: Direct media buying, influencer marketing, and native advertising can deliver strong results.
• For scalable growth: Programmatic media buying allows startups to optimize campaigns efficiently as they expand.

To Wrap Things Up…

As we continue this media buying series, it becomes clear that there is no one-size-fits-all approach for startups. Each type of media buying offers unique advantages, and the right choice depends on the startup’s objectives, audience, and available resources.

For many early-stage startups, digital and performance-based media buying provide the most accessible and measurable starting points. As the business grows, programmatic, direct, and traditional media buying can become valuable additions to a broader marketing strategy.

Ghada Ismail

People are increasingly choosing where to receive medical care based on more than just the treatment itself. Faster access to specialists, advanced technology, personalized support, and a smooth patient journey are all shaping decisions about seeking care abroad.

As demand for cross-border healthcare grows, countries around the world are investing heavily to position themselves as trusted medical tourism destinations.

Saudi Arabia is among the countries working to seize this opportunity. Supported by Vision 2030 and major investments in healthcare infrastructure, the Kingdom is steadily building the foundations of a medical tourism ecosystem. With internationally accredited hospitals and specialized treatment centers, digital health services, and dedicated programs for international patients, Saudi Arabia is aiming to offer not only high-quality care but also a seamless experience tailored to visitors from abroad.

While the Kingdom is still developing its presence in a competitive global market, its expanding healthcare capabilities, growing private-sector participation, and business-friendly reforms are creating new opportunities for hospitals, healthcare companies, and investors.

A Growing Opportunity in Medical Tourism

Medical tourism has become one of the fastest-growing segments of the global healthcare industry. Patients are increasingly willing to travel abroad in search of better healthcare experiences, whether that means faster access to specialists, advanced technologies, personalized care, or internationally recognized hospitals.

Saudi Arabia sees this trend as an opportunity to diversify its economy while strengthening its healthcare sector. According to Research and Markets, the Kingdom’s medical tourism market was valued at approximately US$200 million in 2024 and is projected to reach US$680 million by 2030, reflecting a 22.5% compound annual growth rate as investments in healthcare infrastructure, private hospitals, and specialized services continue to expand.

Unlike some established destinations that compete primarily on affordability, Saudi Arabia is developing a different value proposition. The Kingdom is leveraging modern healthcare facilities, internationally accredited providers, highly qualified medical professionals, and integrated patient services to attract visitors from the GCC, the wider Middle East, Africa, and other international markets.

The sector also aligns closely with Vision 2030’s broader objectives of increasing private-sector participation, attracting foreign investment, and positioning healthcare as an important contributor to economic diversification.

Private Healthcare Providers Are Leading the Way

Much of Saudi Arabia’s progress in medical tourism is being driven by the private healthcare sector.

Over the past decade, private hospital groups in Saudi Arabia have expanded their facilities, introduced advanced medical technologies, and pursued international accreditations that help strengthen confidence among overseas patients. Many providers have also broadened their focus beyond clinical care, recognizing that international patients expect a comprehensive experience that begins before they arrive at the hospital. Among the leading players is Dr. Sulaiman Al Habib Medical Group, which describes itself as one of the Middle East’s largest private healthcare providers. The group has developed a network of hospitals equipped with advanced medical technologies and internationally accredited facilities, supporting its ability to serve patients from across Saudi Arabia and the wider Gulf region.

Saudi German Health has strengthened its international patient offering through dedicated services that support appointment coordination, patient assistance, and other services designed to facilitate treatment for overseas visitors in the Kingdom.

Similarly, Dallah Health offers international patient services that support patients throughout their treatment journey, including coordination of care and related patient services. The company’s internationally accredited hospitals also reinforce its reputation for quality among both local and international patients.

Another example is the International Medical Center (IMC) in Jeddah, which has developed services for international patients through personalized care coordination and partnerships with insurance providers.

Collectively, these organizations demonstrate that Saudi healthcare providers are increasingly competing not only through clinical excellence but also through convenience, hospitality, and patient-centered services.

Creating a Seamless Journey for International Patients

Medical tourism is no longer defined solely by hospitals. Around the world, successful destinations rely on a broader ecosystem of businesses that simplify the patient journey from the moment treatment is considered until long after recovery.

Saudi Arabia is gradually developing this ecosystem.

One example is SAGE, a healthcare consultancy and medical travel facilitator that works with hospitals, governments, and healthcare organizations to improve international patient services, headquartered in Saudi Arabia. Rather than providing treatment directly, the company helps connect patients with healthcare providers while coordinating referrals, treatment planning, travel logistics, accommodation, and recovery support.

This concierge-style model is becoming increasingly important as international patients seek simplicity and reassurance throughout the treatment process. By reducing administrative complexity, facilitators such as SAGE help create a smoother healthcare experience while allowing hospitals to focus on clinical care.

The sector is also benefiting from broader coordination efforts. The Medical Tourism Cooperative Society is working to strengthen collaboration between healthcare providers, tourism companies, investors, and other stakeholders with the aim of developing a more integrated medical tourism industry. Such initiatives reflect a growing recognition that attracting international patients requires cooperation across multiple sectors rather than individual hospital efforts alone.

Digital Tools Are Making Care Easier to Access

Technology is becoming another important factor in Saudi Arabia’s medical tourism ambitions.

For international patients, convenience often begins long before boarding a flight. Many Saudi healthcare providers now offer virtual consultations, online appointment scheduling, digital access to medical records, and remote follow-up services that allow patients to communicate with specialists before and after their visit.

These digital services help patients better understand their treatment options, prepare for their journey, and remain connected with healthcare providers once they return home. They also reduce uncertainty, one of the biggest concerns for people considering medical treatment abroad.

Saudi Arabia’s growing digital health ecosystem is therefore complementing investments in physical healthcare infrastructure, creating a more seamless patient experience that aligns with global expectations.

Challenges Still Need to Be Addressed

Despite the progress, Saudi Arabia still faces several challenges before it can establish itself as a leading medical tourism destination.

International recognition remains one of the biggest hurdles. Countries such as Thailand, Türkiye, India, and Singapore have spent decades building strong global reputations for medical tourism, supported by extensive marketing campaigns and well-established international referral networks.

Pricing transparency is another important consideration. International patients increasingly compare destinations based on the overall value they receive, making clear pricing structures and predictable costs essential for building trust.

Expanding partnerships with international insurers, strengthening referral networks, and increasing awareness among overseas patients will also be crucial if Saudi Arabia hopes to compete more effectively in the global marketplace.

What the Future Holds for Saudi Medical Tourism

Medical tourism represents far more than an opportunity for hospitals to attract additional patients. It has the potential to generate demand across a wide range of industries, including hospitality, aviation, transportation, insurance, digital health, and professional services. Every international patient contributes to an economic value chain that extends well beyond the healthcare sector.

For Saudi Arabia, this aligns closely with Vision 2030’s ambition to diversify the economy by creating new industries driven by innovation and private investment. As hospitals continue expanding their international patient programs and supporting businesses develop more integrated services, medical tourism could emerge as an increasingly important contributor to the Kingdom’s visitor economy.

Saudi Arabia may still be building its reputation as a medical tourism destination, but its strategy is becoming increasingly clear. By combining modern healthcare infrastructure, internationally accredited providers, digital patient services, and a growing network of supporting businesses, the Kingdom is laying the foundations for a competitive regional industry. The next phase will depend not only on attracting more international patients but also on delivering an experience that encourages them to choose Saudi Arabia with confidence.

Noha Gad

Email has become one of the most familiar tools in everyday life, used for work, communication, and now even financial transactions. As digital banking continues to evolve, it has created faster and easier ways to send money without relying on traditional methods, such as cash, checks, or in-person transfers.

One of the most practical examples of this shift is email money transfer (EMT), a payment method that allows people to send funds using only an email address. It offers a simple alternative for personal payments, shared expenses, and small business transactions, especially when speed and convenience matter.

What is an email money transfer and how does it work?

An EMT is a retail banking service that allows users to transfer funds between personal accounts using email and their online banking service. Commonly used in Canada, EMTs are provided by the largest banking institutions and are considered a secure way to transfer money.

An EMT works through a simple online banking process. The sender logs in to their bank account, chooses the option to send money, and enters the recipient’s email address along with the amount to be transferred. In many cases, the sender sets up a security question or verification step so that only the intended recipient can claim the money. Once the transfer is sent, the recipient gets a notification by email with instructions on how to accept the payment.

EMTs offer several practical benefits that make people use them in everyday payments. This includes:

• Convenience: EMTs make sending money much easier, as they can be done online in a few steps. Users do not need to visit a bank branch or handle cash, which saves time and effort.
• Swift transfers: In many cases, the recipient is notified almost immediately after the transfer is sent. This makes EMTs a useful option when users need to transfer money quickly.
• Simplicity: The process is usually straightforward and does not require complicated banking details. Most people only need an email address and access to online banking.
• Privacy and security: Since the transfer is handled through secure banking channels, users do not have to share sensitive account information directly. This adds an extra layer of protection in everyday transactions.

Although EMTs are convenient, they are not always the best option in every situation. Like any payment method, it has a few limitations that users should understand before relying on it:

• Availability: An EMT is not offered by every bank or financial institution. In some cases, both the sender and recipient must have accounts with participating institutions for the transfer to work.
• Transfer limits: Many providers place limits on how much money can be sent in a single transaction or within a certain period. This can make it less suitable for larger payments.
• Security questions: Some transfers rely on security questions or passwords to release the funds. If these are forgotten, shared incorrectly, or guessed by someone else, it can create problems.
• Fees and charges: Some banks and service providers apply fees to send or receive money. These charges make the method less attractive for some users.

EMTs can be a useful payment option for small businesses, freelancers, and service providers who want a simple way to receive funds. It is often used for invoice payments, deposits, and smaller transactions where speed and convenience matter. It is especially practical for businesses that handle lower-value payments, such as consultants, tutors, local service providers, or small online sellers. 

Finally, EMTs have become a practical part of modern digital banking thanks to their speed, convenience, and simplicity. They are useful for everyday personal transfers and small business payments, where moving money quickly and securely is often the top priority. However, users should keep in mind possible limits, fees, and availability issues before choosing this option, especially for larger or more complex transactions. 

Roudny Nahed, Partnership Manager at MusicGrid

Not long ago, branding was largely a visual exercise. Companies competed through logos, typography, colors,and carefully designedvisual identities. Today, however, brandsinteract with people through far more touchpoints than ever before. Mobile apps, digital banking, podcasts, connected cars, retail environments, customer service, and voice assistants have transformed how consumers experience brands. In this new landscape, sound has becomean essential part of brand identity.

The question is no longer whethersound matters. The question is whether brandsare using it intentionally.

For many businesses across the Middle East, sonic branding is still viewed as something reserved for advertising campaignsor television commercials. In reality, it is much more than a memorable melody. A sonic identity is a strategic system that gives a brand a consistent voice across every customer interaction, reinforcing recognition, trust, and emotional connection.

The region is entering a period where this distinction will become increasingly important.

Across Saudi Arabia, the UAE, Kuwait, Qatar, and the wider GCC, businesses are investing heavily in digital transformation and customer experience. Governments are encouraging innovation, while private organizations compete to differentiate themselves in increasingly crowded markets. Visual branding alone is no longer enoughto create memorable experiences. Brands now need identities that can be heard as clearly as they can be seen.

What makes this particularly interesting is that the MiddleEast possesses one of the richest cultural soundscapes in the world.

Every city has its own rhythm. Every region carries distinct musical traditions, instruments, dialects, and emotional cues that instantly create a senseof place. The challenge is not a lack of cultural identity, it is translating that identity into modern brand experiences.

Too often, organizations adopt generic music that could belong to any company in any market. While visuallythey present themselves as local, authentic, and culturally connected, their audio tells a completely different story. The result is a disconnect between what customers see and what they hear.

The brands that will lead tomorroware those that bridgethis gap.

Creating a regional sonic identity does not simply mean adding traditional instruments to a composition. It requires understanding how culture influences emotion, how audiencesinterpret musical elements, and how audio can evolve across different channels while remaining unmistakably recognizable. The goal is not to sound traditional. The goal is to sound authentic.

This approach becomes increasingly valuable as organizations expand their customer touchpoints. A customer might first hear a brand while using a banking application, later encounter it inside a branch, then hear it again duringan event, on social media, orwhile waiting on a customer service line. Every interaction contributes to memory. Consistency across these moments creates familiarity, and familiarity builds trust.

Research consistently shows that people process sound faster than many visual cues, making audio one of the quickest ways to triggerrecognition and emotion.When used strategically, a sonic identity becomesmore than background music—it becomes an extension of the brand's personality.

For the MiddleEast, this represents a significant opportunity.

As the region continuesto invest in tourism, entertainment, financial services, hospitality, and smart cities, brands are competing on experience rather than products alone. Experience is inherently multisensory, and sound is one of its most powerful yet underutilized dimensions.

The conversation around branding in the region is evolving. We are moving beyond asking how a brandlooks and beginning to ask how it feels,how it behaves, and increasingly, how it sounds.

The organizations that embrace this shift today will not simply create stronger campaigns. They will build stronger memories. In a marketplace where attention is increasingly difficult to earn and even harderto retain, a distinctive sonicidentity can becomeone of the most valuableassets a brand owns.

The Middle East has always had a powerful voice. The next step is ensuring its brands do too.

Ghada Ismail

Every startup dreams of growing fast, but growth doesn't happen just because you launch a great product. No matter how innovative your app, e-commerce store, or SaaS platform is, people need to know it exists.

Today, it's easier than ever to launch digital ads on platforms like Google, Meta, TikTok, and LinkedIn let anyone create a campaign in just a few minutes, in addition to traditional channels, like TV, Radio, and Email Campaigns. But running ads is one thing, while running ads that consistently bring in customers is another.

Many startups learn this the hard way. They spend thousands on campaigns that reach the wrong audience, use messaging that doesn't resonate, or fail to generate meaningful results. That's why hiring a media buyer isn't simply another marketing expense. It can be one of the smartest investments an early-stage business makes.

A Media Buyer Is More Than Someone Who Buys Ads

Despite the name, media buyers do much more than purchase advertising space.

They build advertising strategies that match your business goals, choose the right platforms, manage budgets, test different creative materials, monitor campaign performance, and make ongoing improvements based on real data.

Their job is to make sure your marketing budget delivers the best possible return. Instead of chasing clicks, they focus on attracting the people who are most likely to become customers.

They Help You Avoid Costly Mistakes

For most startups, marketing budgets are tight, so every riyal needs to count.

Without experience, it's easy to overspend on the wrong audience, overlook important performance metrics, or keep investing in campaigns that simply aren't working. These mistakes can quickly eat into valuable capital.

A skilled media buyer knows what to look for and can spot problems before they become expensive. Often, the money they save through better campaign management outweighs the cost of hiring them.

They Reach the Right People

Modern advertising platforms offer powerful targeting tools, but knowing how to use them effectively takes experience. A media buyer understands how to reach the people who are most likely to be interested in your product based on their interests, online behavior, demographics, or purchasing intent.

The result is usually better-quality leads, higher conversion rates, and a lower cost to acquire each customer.

They Let Data Guide Every Decision

Every campaign generates valuable insights, from conversion rates and customer acquisition costs to return on ad spend. A media buyer knows how to interpret this data and turn it into smarter decisions.

Instead of asking whether people clicked on an ad, they're asking bigger questions: Which audience is converting best? Which message is driving sales? Which platform deserves a larger share of the budget?

By constantly testing and refining campaigns, they help improve results over time.

They Give Founders More Time

Startup founders already have enough on their plates. Between building products, managing teams, talking to investors, and serving customers, there's little time left to master digital advertising.

Hiring a media buyer means founders can focus on growing the business while someone with the right expertise handles campaign performance and optimization.

Growth Becomes Easier to Scale

As your startup grows, your advertising needs become more complex.

An experienced media buyer knows how to increase budgets strategically, test new audiences, and expand into new markets without letting customer acquisition costs spiral out of control. That makes growth more predictable and sustainable.

Choosing the Right Media Buyer

Not every media buyer is the right fit for every startup. Look for someone who understands your industry, has experience working with businesses at a similar stage, and is transparent about how they measure success.

The best media buyers don't just share reports filled with numbers; they should be willing to explain what those numbers mean and how they're helping your business grow.

To Wrap Things Up…

Advertising is one of the fastest ways for startups to reach new customers, but it can also become one of the fastest ways to waste money if it's not managed properly.

A good media buyer helps you make smarter decisions, spend your budget more effectively, and attract customers who are genuinely interested in your product. In a crowded digital marketplace, that expertise can make the difference between campaigns that simply generate clicks and campaigns that drive real business growth.