In this exclusive conversation, Faris Sibai, SVP of Advertising at STARZPLAY and former Managing Director at L’Atelier (WPP) and Chief Growth Officer at Mindshare, unpacks how he’s reimagining monetization for the streaming era. From driving ad innovation in MENA’s leading SVOD platform to building custom agency models for luxury brands across Asia, Faris shares how regional nuance, performance data, and scalable storytelling come together to shape the future of digital media. He also dives into the convergence of content, commerce, and tech, and what it takes to lead growth in markets where transformation is the only constant.
STARZPLAY leverages AI for content recommendations and ad targeting. How do you see generative AI reshaping ad monetization and viewer engagement in streaming?
Generative AI is fundamentally reshaping how we engage audiences and monetize attention. At STARZPLAY, we see AI not just as a tool for content discovery, but as a bridge between personalized storytelling and precision advertising. As we integrate AI into our ad tech stack, we’re exploring creative generation at scale, contextual ad matching, and predictive audience segmentation, all of which drive deeper engagement and improved conversion. This shift allows brands to align with moments, not just demographics, and it’s the foundation of how we see ad monetization evolving across streaming platforms.
How does STARZPLAY & Seekr Partnership partnership enhance ad relevance and brand safety in MENA’s fragmented media landscape?
MENA’s digital landscape is incredibly diverse, with varying content standards, cultural sensitivities, and regulatory norms. Our partnership with Seekr, an AI-driven content evaluation platform, enables us to offer advertisers enhanced transparency and trust. By scoring content for credibility, bias, and safety, Seekr allows us to match campaigns with suitable environments, whether it’s a premium sports stream or a high-impact drama. This not only elevates brand safety but also optimizes ad relevance by aligning with audience values, a critical need in our region’s media ecosystem.
With STARZ ON (AVOD), how are you balancing subscription and ad revenue while maintaining UX? Are hybrid models the future for regional SVODs?
Absolutely. We believe hybrid monetization models are no longer optional, they’re essential. With STARZ ON, our free ad-supported tier, we’re broadening reach while maintaining quality. The key is in designing a frictionless experience where ads are relevant, respectful of the viewer journey, and powered by real-time data. We don’t just insert ads, we integrate them into the platform’s ecosystem, ensuring that the value exchange remains clear: premium content in exchange for smart, targeted advertising. This dual-revenue approach offers long-term sustainability, particularly in value-conscious markets like MENA.
MENA’s streaming competition is intensifying. What differentiates STARZPLAY’s ad strategy, especially with live sports and originals?
What sets STARZPLAY apart is our ability to localize at scale, combining premium global IP with regional relevance. Our ad strategy is anchored in three pillars: exclusive live sports, culturally resonant originals, and a growing AVOD footprint. We offer advertisers contextual placements within high-traffic sports streams (like Serie A and UFC), branded integration opportunities within originals, and smart targeting across our growing AVOD base. This trifecta enables us to drive not just impressions, but true brand impact at scale, across devices, and in both Arabic and English content environments.
Having led L’Atelier (LVMH), how do you adapt high-touch luxury marketing principles to scalable digital advertising at STARZPLAY?
Luxury marketing is about emotion, exclusivity, and experience. Those principles don’t vanish in digital. They evolve. At STARZPLAY, we apply this mindset by curating premium environments for brands, offering high-visibility moments within culturally rich or live event contexts, and using data to personalize without compromising aspiration. Whether it’s working with luxury advertisers on sponsorships during marquee events or building custom segments for high-net-worth audiences, we translate luxury’s nuance into programmatic precision. The key is to protect the brand while scaling the reach and we’re proving it can be done.
At Mindshare, you drove growth via performance narratives. How are you applying this to STARZPLAY’s ad tech stack and measurement frameworks?
Performance marketing taught me that every impression should earn its place. At STARZPLAY, we’re building an ecosystem where outcomes matter more than outputs. Our ad tech stack is being upgraded with real-time analytics, brand lift measurement, and incrementality tracking, to help advertisers connect investment to impact. We’re also evolving from standard reach metrics to attention and engagement-based KPIs, aligning with how digital platforms are being judged globally. The objective is simple: turn STARZPLAY into a performance platform for brands, not just a media vehicle.
What is your future vision 10 years down the road?
Ten years from now, streaming platforms will no longer be passive entertainment services; they’ll be dynamic ecosystems that blend commerce, content, and community. I see STARZPLAY evolving into a next-gen media company, deeply embedded in culture, commerce, and creativity across MENA. Ad formats will become fully immersive and personalized; content will adapt in real time; and brands will become co-creators, not just sponsors. The lines between content, advertising, and experience will blur, and we intend to lead that convergence from this region outward
