Breaking Through: How Gulf Brands Can Win in the U.S. Market
When Gulf Cooperation Council brands set their sights on the American market, they’re walking into one of the world’s most complicated advertising environments. Rihab Abouzaki knows this terrain intimately. In a recent conversation with John Golden, she pulled back the curtain on what actually works—and what’s burning through budgets.
The Dashboard Illusion
Here’s the uncomfortable truth: those impressive metrics you’re seeing on Instagram or Facebook? They might be lying to you. Abouzaki warns that international advertisers are getting hammered by bots, proxy filters, and click farms that inflate numbers while delivering zero real engagement. “Dashboard metrics seduce brands into thinking they’re succeeding when they’re actually hemorrhaging money,” she explains.
The solution isn’t complicated—it’s just unsexy. Third-party verification tools and independent audits separate actual consumers from automated garbage. Quality matters infinitely more than quantity.
Credibility as Currency
American consumers are skeptical of foreign brands, especially those without visible U.S. roots. Abouzaki emphasizes something many international marketers miss: you need a legitimate American presence. That means working with registered, tax-paying U.S. agents who can navigate FCC requirements and access premium advertising channels.
“You can’t build credibility through social media alone,” Abouzaki states plainly. “You need to enter American households through channels they already trust.”
The Streaming TV Opportunity
While Middle Eastern markets are dominated by telecommunications giants, the U.S. operates differently. Over 300 streaming platforms reach 117 million viewers weekly, and the space remains surprisingly accessible—if you know how to play it.
The catch? Only verified U.S. advertisers can run campaigns, which actually works in your favor by reducing fraud. Entry costs start at around $5,000 per month, far lower than many brands assume. The key is cultural adaptation—your creative needs to resonate with American values and sensibilities, not just get translated.
Podcasting’s Personal Touch
Podcasts offer something social media can’t: a genuine connection. When international brand leaders appear on reputable American podcasts, they humanize their companies and build authority. Listeners aren’t just consuming content; they’re forming relationships with voices and stories.
Abouzaki recommends targeting shows in your industry, preparing narratives beyond product pitches, and using video versions for maximum visibility.
Where Brands Go Wrong
The DIY approach through self-service platforms might seem economical, but it typically leads to disaster. Cultural blind spots, regulatory roadblocks, and fraudulent traffic devastate campaigns. Cybersecurity protections specifically block foreign advertisers from reaching certain audience segments—particularly youth and sports categories.
AI’s Growing Role
With hundreds of platforms and overwhelming data streams, artificial intelligence has become essential for media planning and fraud detection. But Abouzaki is clear: AI handles the grunt work while human expertise drives strategy and cultural nuance.
The Bottom Line
Success in the U.S. market requires three things: establishing legitimate American partnerships, prioritizing credible channels such as streaming TV and podcasts, and investing in culturally adapted creative content. Brands that move quickly while the streaming space remains affordable will gain advantages that latecomers won’t.
The American market rewards authenticity and punishes shortcuts. Gulf brands willing to play the long game—building real trust through verified channels—will find opportunities their competitors miss.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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