The conversation around media effectiveness in Cyprus is shifting. Not dramatically, but meaningfully. At the latest Forward Thinking Circle, held at the Vetrina Venue of The Landmark Nicosia, industry professionals came together to challenge assumptions, exchange real experiences, and rethink how brands approach channel strategy in a landscape that is anything but static

At the center of the discussion was a theme that felt both familiar and newly urgent: the evolving role of Radio and Out-of-Home within a broader, increasingly fragmented media mix.

Moderated by Angelos Iacovides, the session opened with a simple but revealing prompt. Each participant shared a channel that surprised them in 2025. The answers varied, but a pattern quickly emerged. Traditional media, particularly OOH and radio, is not just holding its ground. It is proving more resilient and, in many cases, more effective than expected.

 

 

 

 

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In a market saturated with digital noise, the ability of outdoor placements to command attention stood out as a recurring theme. Participants highlighted the continued effectiveness of high-visibility locations, but also the growing importance of creative discipline. Simplicity, strong contrast, and clear calls to action were consistently identified as the elements that cut through.

What has changed is how these formats are being used. OOH is no longer viewed in isolation. It is increasingly paired with radio, local online and social media to create measurable impact. 

Independent analytics and reporting are becoming a shared priority in Cyprus, as brands seek clearer, more objective ways to measure effectiveness across channels

In Cyprus, radio continues to deliver strong reach and, perhaps more importantly, trust. That combination is difficult to replicate.

Discussion moved beyond traditional spots to include host-read integrations, social media presence, influencers, and the growing role of podcasts. The consensus was clear. Audio plays a critical role in building mental availability and frequency, particularly when used alongside other channels. The right voice, the right moment, and the right message can significantly amplify effectiveness.

The discussion also reinforced the importance of local media, with many noting that while platforms like Google and Meta offer scale, local channels deliver stronger context, trust, and relevance within the Cypriot market

If there was one clear takeaway, it was this. The strongest results are coming from combinations. Radio alongside OOH. OOH supported by digital. Channels working together, rather than competing for budget.

A special thank you to Vetrina and The Landmark Nicosia for hosting us, and for the coffee and breakfast at the Vetrina venue, which created the perfect setting for a conversation that was as practical as it was thought-provoking.

Participants:

• Marilena Christodoulides, Head of Marketing, MHV Group
• Areti Anastasiades, Group COO, Telia & Pavla BBDO
• Efi Christou, Media Director, Telia & Pavla BBDO
• Konstantinos Kosmas, Head of Marketing, Interamerican (Cyprus Branch)
• Melpo Procopiou, Media Director, United Brains + Managing / Media Director, Media Etc
• Melina Tsigaridou, Media Director, Partners
• Menelaos Michael, Senior Account Manager, AdBoard
• Neofytos Constantinou, Commercial Manager, IMH
• Rodoula Herodotou, Media Director, RedWolf Ogilvy
• Andreas Polyviou, Director of Strategy & Development of Radio Media, Phileleftheros Group
• Marios Nikiforou, Operations Manager, KlikFM
• Stavriana Nathanail, CMO, Digital Tree
• Elena Elia, Head of Sales, Digital Tree Media
• Katerina Gregoriou, Group Marketing Manager, Digital Tree
• Ioanna Nicolaou, Product Owner, Megapanel 
• Pavlos Christou, Product Owner, FastForward.com.cy and INK.com