Riyadh: The Media Leaders track, organized by the Saudi Media Academy under the Ministry of Media, in partnership with ESCP European Business School, has launched a digital advertising training initiative to empower national media professionals in digital transformation.

According to Saudi Press Agency, the agenda began with training on designing the digital and strategic ecosystem, led by international experts, covering topics like storytelling excellence, digital system thinking, and key performance indicators (KPIs). Participants learned about digital advertising strategies, economic behaviors in advertisements, platform algorithms, social media characteristics, and search engine optimization (SEO) methods.

The program will conclude with insights on artificial intelligence, augmented reality, super apps, and performance measurement tools, using case studies from projects such as NEOM and The Red Sea. This initiative marks the second phase of the Media Leaders track, collaborating with ESCP, which is ranked fourth globally in marketing by QS. The four-phase program builds on the success of the first phase in Switzerland and will continue with programs in Singapore and Riyadh.

More details about the program are available at the following.