Team Red Dot

The calm before the crescent: Why Pre-Ramadan is marketing’s quiet power play

admin — Mon, 03 Nov 2025 07:54:28 +0000

You may think Ramadan might still be weeks away (just to put it in context, we’re less than 14 weeks away), but the race to stay top of mind begins long before the moon is sighted. In the UAE, this shift starts quietly: in search queries, in shopping carts, and in tone. The UAE’s Consumer Sentiment Index edges up pre-Ramadan, shifting spending habits as over half of MENA consumers increase their spend in real terms during this period.

But every Ramadan campaign plan begins with one decision: when to start.

The short answer? Now.

1. The pre-Ramadan advantage

The ‘pre-Ramadan phase’ is typically 4 to 8 weeks before the canon is fired.

This is when brands earn their place in Ramadan conversations.

Search intent begins to rise, optimism builds, and consumers start planning with purpose. And, while this window attracts early planners, it remains strategically underutilized with brands often shift spend closer to Ramadan’s start, missing a key opportunity to connect before the clutter peaks.

Attention may cost more but so does waiting too long.

The smartest marketers use this phase to test creative narratives, refine targeting, and seed emotional equity; setting the stage for meaningful engagement when the season truly begins.

Consumer planning peaks 2-3 weeks pre-Ramadan; across groceries, modest fashion, décor, gifting- ad its early entrants that catch the advantage.; lLess clutter, more curiosity, better engagement. This is when teaser stories, subtle brand associations, and soft emotional cues build momentum.

2. Storytelling with intent

Ramadan storytelling isn’t about volume – it’s about values.

The emotional curve shifts from anticipation to reflection, and brand messaging needs to evolve with it. Stories of kindness, community, and human connection cuts through the noise.

Think simple visuals, soft tones, and authentic narratives that live naturally across digital and OOH. Real people, real scenarios, in essence, the real lived experience of Ramadan. This is the season for campaigns that feel shared, not sold.

It’s key to strike a fine balance between reverence with engagement.

Aseem Bhandari , our Head of Offline Media, shares what resonates with him:

“For me, as the Holy Month approaches, tone becomes everything. The most powerful campaigns don’t speak louder – they feel deeper. In a time of reflection and restraint, authenticity matters most. Campaigns that honor the spirit of fasting- like Coca-Cola’s beautifully simple Ramadan billboards or Emirates NBD’s acts-of-kindness stories remind us that it’s empathy that always connects stronger than a promotion.”

Brands that align with optimism, family, and preparation rather than pure promotion – become part of the season’s emotional landscape before competition floods the feed.

3. Where attention moves after sunset

Ramadan resets routines – and attention follows the rhythm of the day.

Engagement peaks post Iftar and stays high until 3 AM. Between 7 PM–12 AM, transactions spike, and digital activity surges across social, streaming, and shopping. This is where adaptive media strategies truly shine. Content that reflects real moments – conversational, visual, and mobile-first – performs best.

Short-form video (under 10 minutes) now drives 79% of total viewership, while shopping app activity has surged by 126% YoY.

Programmatic DOOH adds another layer of flexibility – allowing brands to tailor messaging by time of day. For instance, an automobile brand could focus on awareness and CSR messaging like “Drive Safe” during morning commutes, then shift to Ramadan offers in the evening. The result? One medium, multiple objectives, achieved seamlessly.

4. Meaning that moves markets

In Ramadan, generosity drives engagement.

53% of MENA consumers increase spending, driven by essentials and generosity, while 64% of UAE consumers prefer brands that engage in philanthropy; not performatively, but purposefully.

Campaigns that connect commerce with contribution; whether through donations, community programs, or collaborations, create emotional equity that lasts beyond Eid.

Partnerships with local charities, donation tie-insactivations, or community initiatives, build deeper trust and drive long-term loyalty.

Ramadan isn’t just about conversion – it’s about contribution.

The Bottom Line: Brands that plan now last longer.

The pre-Ramadan phase is where foresight becomes an advantage. It’s when strategy, creative timing, and empathy meet performance.

Early planning captures the search surge before Ramadan noise takes over – and builds foundations that carry through Eid and into Q2.

Because whilst some brands scramble during the Holy Month, those brands that start early are already part of the story.

Sources: (Riwaya Blog, Campaign Middle East / Motivate Media Group, Digital Bee Studio, Sherpa Communications, LIIGX / Karve Digital, YouGov, BYYD Inc., Al Etihad Payments (AEP), Sila Insights, Carril Agency)

From frenzy to finesse: Mastering White Friday in the Middle East

admin — Wed, 01 Oct 2025 10:42:27 +0000

If Black Friday is the global shopping circus, then White Friday is the region’s main stage; and it’s not just about discounts. Born in 2014 when Souq.com rebranded the “black” into something culturally resonant, White Friday now stands as the Middle East’s very own retail holiday.

In the UAE, Saudi, Kuwait, and Egypt, it’s the moment when carts fill up, wish lists shrink, and brands get their biggest stress test of the year. And unlike the one-day blitz of Black Friday in the US, White Friday in the Middle East is built for endurance. Think four-day weekends (Nov 29 – Dec 2 this year) or even entire weeks of deals. With UAE shoppers spending on average AED 1,068 each and mobile dominating the checkout experience, the stakes and opportunities are higher than ever.

The landscape at a glance

Spending power: Emiratis and Saudis outspend their global peers ($400 vs $230–300 average).
Multi-day momentum: Extending promos beyond Friday can trigger up to a 135% surge in orders.
Digital dominance: 3 in 4 UAE consumers now prefer online shopping, most of them on mobile.

So, what does winning look like for brands and marketers?

1. Start early, finish late

White Friday isn’t a sprint; it’s a marathon. Brands that begin teasing deals as early as late October capture nearly a quarter of early buyers. Countdowns, sneak peeks, and teaser emails drive anticipation. And the sale doesn’t have to end on Sunday: stretching promos through the week keeps carts active and audiences coming back.

2. Go multi-channel or go home

Amazon is the discovery playground: 87% of shoppers go there for inspiration, even if they purchase elsewhere. But don’t stop there: layer Instagram reels, Google ads, email drops, and influencer collabs. Retargeting is your secret weapon: bring back window shoppers with personalized nudges. Augmented reality (AR) try-ons, QR codes, and mobile interactivity are making shopping experiences easier, faster, and more engaging in the ME.

3. CX is king

A slick experience is what converts clicks into buys.

Websites must withstand the traffic spike; look at using cloud auto-scaling, Content Delivery Networks (CDNs), and stress-tested checkout systems to stay fast and reliable under peak load.
Mobile-first isn’t optional, it’s survival. 71% of UAE consumers integrate digital features like QR code scans, mobile payments, and price-comparison apps into their shopping experience.
Simplify checkout: support guest logins, multiple payment options, fewer form fields.
Offer live chat or chatbots and gain instant trust.

4. Deals that resonate

Shoppers in the region have their favourites:

Direct discounts still rule.
“Buy one, get one” is the second-best magnet.
68% of Middle East shoppers buy directly from brand websites, valuing authenticity and trusted sourcing.
BNPL (Buy Now, Pay Later) is booming ; 61% prefer it, and it can boost order values by 50%.
Add a cultural layer: bilingual messaging (Arabic + English) and locally relevant offers always hit harder.
Free shipping never fails.

5. Deliver today, win tomorrow

Logistics make or break the season. Stock-outs frustrate (61% of shoppers fear it most). Fulfilment speed and product quality build trust. Do it right, and 74% of your White Friday buyers will come back later to restock; even at full price.

The Bottom Line

White Friday isn’t chaos, it’s choreography. The brands that prepare early, meet customers where they scroll, and deliver seamless experiences are the ones who turn seasonal spenders into loyalists.

Sources: Campaign Middle East,Middle East Shopper Behavior Study, Amazon Ads & GWI, ME Retail News, Amazon.ae (formerly Souq.com), Regional Consumer Behavior Surveys (2020–2024).

The State of Attention: It’s Back-to-Scroll Season in UAE

admin — Mon, 01 Sep 2025 09:42:02 +0000

Summer’s out, schools are back, calendars are packed. And inboxes? Overflowing. In UAE, where the skyline rises higher every month, so does our screen time. September here isn’t just a season change, it’s a reset. We swap flip-flops for boardrooms, beach days for back-to-business, but the country doesn’t slow down, it speeds up.

Here’s the twist though: this isn’t just “back to business.” It’s back to attention. And attention, as every marketer knows, is the real currency. Here’s what YouGov’s latest State of Media Consumption 2025 report says:

1. There’s a rebound in daily media hours

Think everyone’s too busy to scroll? Not quite. A third of UAE residents still consume 3+ hours of media daily, and about one in seven smash through the 5-hour mark. Weekends? Even heavier.

Audience aged 35+: going steady 1–3-hour daily sessions.
Under-35s: slightly more likely to binge past the 3-hour mark. Not surprising, we know.

Our tip: Target those morning commutes and post-dinner doomscrolls, but don’t sleep on those lunchtime micro-moments.

2. The surge of the social scroll

Social isn’t just alive, it’s thriving. 68% of UAE residents consumed social media last month, and 52% are daily scrollers. Even better? Six in ten daily users say they’re spending more time than last year. Who are they? Skewing male, and not necessarily parents. Meaning their attention windows are refreshingly flexible.

Let’s talk hierarchy:

YouTube: The undisputed heavyweight (80% usage).
Facebook & Instagram: Always the reliable sidekicks, although Facebook is the boomer magnet (80% among 35+ vs. 67% under-35).
TikTok & Snapchat: In the cool kids’ corner with TikTok reaching over half of social media users (52%), and Snapchat remaining a youth-centric niche (37% of under 35s vs. 26 % of 35+).
LinkedIn: 39% reach, signalling a strong professional network audience.

3. Beyond the scroll: Streaming & Audio

Your audience isn’t just scrolling, they’re multitasking.

Netflix reigns supreme (72%), followed by Prime Video (46%). Disney+ (27 %) and Apple TV+ (20 %) are niche but growing.
Spotify out-streams Amazon and Apple Music, with 45 % of residents using it last month.
Radio is as always, alive and well in the country with 41% listening up to an hour daily.
Podcasts are still niche, but rich; especially among late-night listeners and younger multitaskers.

Our tip: Don’t build your strategy solely on swipes. Connected TV and audio platforms provide high engagement environments for storytelling and sponsorships, particularly during commutes and evening wind down routines.
Irfan S Mirza , our Head of Digital says: “The UAE’s Connected TV market is growing at an average rate of 16%+ in 2025, supported heavily through three key factors: a very high internet penetration, a tech-savvy population, and a high disposable income. These three factors play a big role in shifting the viewership from Linear TV into the Connected TV segment.”

So, what should brands actually do?

Compared to Western markets, UAE audiences are heavier users of YouTube, Instagram, TikTok, Snapchat, and LinkedIn..So if you’re chasing expats, calibrate your mix accordingly.

Double down on the spine: YouTube, Instagram, and Facebook are September’s must-haves.
Experiment boldly: Use this month as a test lab for formats: shoppable reels, podcast sponsorships, interactive Connected TV.
Segment smartly: Tailor to age and context; older adults on Facebook, younger ones in the land of late-night podcasts.
Go omnichannel: People aren’t on one platform at a time, they’re multitasking. Spread your campaign messaging across social, streaming, Connected TV and audio.

September isn’t just a reset, it’s a sweet spot. Your digital strategy needs to reflect that you’re not just riding the back-to-work wave, you’re setting yourself up for a Q4 crescendo.

Sources: YouGov-State of Media Consumption 2025

Back to (Retail) School: Why Omnichannel isn’t optional in the UAE anymore

admin — Mon, 04 Aug 2025 09:42:02 +0000

Summer’s wrapping up, and it’s not just students that are heading back to class. For brands and retailers in the UAE, it’s time to sharpen your pencils, dust off your digital strategies, and get serious about the curriculum: Omnichannel Retail 101.

Lesson 1: The customer journey is now a group project

Let’s be real: shoppers in the UAE aren’t following any one path. They discover a product on TikTok, Google it, drop by one of the many, many malls, scan a QR code in-store, and maybe, just maybe, complete the purchase in an app or on a marketplace. It’s a loop of moments. And if you’re not present and consistent with every one of them? Then you’re getting detention.

Lesson 2: Multi-Channel vs. Omnichannel, know the difference 

Think of multichannel like studying from five different textbooks that don’t talk to each other. Omnichannel? That’s one cohesive syllabus, tailored for every student; or in your case, the shopper. UAE consumers are digitally savvy, experience-driven, and brand-conscious. They expect one continuous brand experience, whether they’re on their phone, in your store, or somewhere in between. No mixed messages. No disjointed experiences. 

Here’s a stat that should be on your cheat sheet: “UAE retailers offering omnichannel features (apps, QR codes, loyalty programs) see a 56% higher customer satisfaction rate.”  

Lesson 3: Build your Retail Starter Kit

A smart omnichannel game plan in the UAE covers every step of the customer’s journey. Here’s a roundup of what to add to your toolkit (if you haven’t already): 

Search Ads (Google, Bing): For when shoppers already know what they want.

Social Media Ads (Meta, TikTok, Snap): For discovery, storytelling, and re-engagement.

E-commerce Marketplaces (Namshi, Amazon): Where the search often starts.

Email & SMS: Classic but effective, especially for timely promos and flash sales.

App Push Notifications: Quick nudges to your loyal fans, perfect for new drops or sales.

Mall & Outdoor Media: Think Sheikh Zayed Road billboards with QR codes: physical meets digital.

Experiential Retail: Events, pop-ups, and activations that bring your brand to life, and give shoppers a reason to share.

Lesson 4: Know everyone’s learning style (A.K.A Funnel Stage)

Just like students have different learning styles, shoppers have different entry points. That’s why a full-funnel mindset is key: 

Awareness: Paid social, OOH, display

Consideration: Influencers, retargeting, product comparison tools

Conversion: Direct emails, push notifications, search ads

Our data suggests campaigns with 3+ coordinated touchpoints see 287% more purchases vs. single-channel plays. 

That’s the difference between passing and acing the test. 

Lesson 5: Stop guessing. Start grading smarter. 

Today’s customer journey is too complex for last-click attribution. Smart marketers in the UAE are graduating to more advanced tools: 

GA4: To track behaviours across devices and platforms 
Customer Data Platforms (CDPs): To unify data across app, web, and POS 
Marketing Mix Modelling & Multi-Touch Attribution: To give every channel the credit it deserves

The result? Smarter budgets. You’ll know where to build awareness (META), and where to seal the deal (Google Search, SMS, app notifications). 

The Final Exam: Omnichannel is the curriculum, not the elective

In the UAE’s fast-moving retail space, omnichannel isn’t “extra credit”, it’s the core syllabus.   “Think of retail marketing as a symphony. A harmony of channels, each playing its part with precision. It’s not just about being everywhere; it’s about how each channel connects seamlessly to the next, creating a unified, orchestrated brand experience that resonates with the consumer at every touchpoint.”  – Anam Malik , Head – Strategy & CX

Here’s what she suggests:

Break down the silos between your media, marketing, and store teams 

Design customer journeys based on real behaviour, not assumptions

Measure like a strategist, not just a performance marketer.

Welcome to the new school year. Class is in session, and the retailers who learn fastest will lead the pack. 

Sources: MAF UAE Retail Economy; PwC GCI Pulse ME; Visa Digital Shopping Index UAE; Fast Company ME Gen Z/Experiential Retail; Amazon Ads, TikTok & MoEngage campaign data; other current industry reports.

From Cannes to the Gulf: 4 Takeaways ME marketers can’t ignore

admin — Tue, 01 Jul 2025 11:27:19 +0000

We’re here to help you keep up to date on all things Media, Tech, and Data. Check out this must-read on Four Key Takeaways ME Marketers Can’t Ignore; From Cannes to the Gulf, our edition for July 2025.

The 2025 edition of Cannes Lions was a masterclass in bold creativity, authentic storytelling, and purposeful innovation. But what matters most is this: how do global trends translate into regional impact?

Here’s what every marketer in the Middle East should take away from Cannes this year:

1. AI is in, but local insight still wins

What’s New: AI-powered creativity dominated discussions. Meta, Google, and Unilever showcased how AI can scale content, test ideas, and reduce production timelines. At Cannes 2025, AI wasn’t just for show; it’s now deep in agency infrastructure, automating content generation, campaign optimization, and data-driven decisions, among those investing heavily and treating AI as a production teammate, not a gimmick.

Why It Matters in the ME: In markets like the UAE and Saudi Arabia, where audience segments are diverse and culturally distinct, AI should support not replace creative nuance. Brands here should embrace AI for hyper personalization; whether crafting marketing messages or optimizing delivery logistics. But don’t neglect human nuance: ME audiences crave culture-aligned humour that machines alone can’t replicate.

Takeaway for brands: Use AI to adapt and amplify, but keep the strategic core rooted in local emotion, language, and insight.

With Dubai and ADX embracing AI across government and city services, brands in the UAE can leverage AI for hyperlocal personalization. Think AI-curated Ramadan promos that resonate with diverse expat segments.
Agencies can scale campaigns faster. Automating visuals and A/B testing them, so creatives can focus on culturally rich storytelling (and witty UAE-specific humour).

2. Your Inbox (and WhatsApp) are the new Prime Time

What’s New: WhatsApp is finally letting brands crash the party, especially in the Updates tab (not our beloved private chats), aiming for $10 billion annual revenue by 2028. Simultaneously, Netflix has inked a deal with Yahoo DSP to integrate ads into Yahoo Mail, basically letting you binge while checking your inbox. This marks a strategic expansion beyond the big screen into broader digital environments, marrying streaming with email

Why It Matters in the ME:

With 3 billion+ monthly users globally, and WhatsApp being the de facto chat app in the region, enterprises, SMEs, and even local retailers get a golden opportunity to reach customers where they already spend most of their time.
The Netflix-Yahoo combo hints at seamless cross-channel promotion. Netflix now has the tools to hit users with show trailers or product placements while they’re reading an email. That’s next-level cross-channel synergy.
Yahoo’s demand-side platform (DSP) brings curation options, privacy-focused identity graphs, and programmatic timing; making the ad‑served content feel less like noise, more like useful prompts. For local brands, pairing next-gen hyperlocal ads with Netflix or regional streaming service placements will be the new way forward.

Takeaway for brands: Imagine a Netflix mid-roll for Dubai Bling popping up in Yahoo Mail, with a food delivery promo right after. Regional brands can piggyback off this multi-screen moment with smart, timely integrations. Think less “platform strategy,” more “where-are-they-when-they-scroll strategy.

3. Entertainment is the new engagement engine

What’s New: Brands that created content like shows, not ads stole the spotlight. MrBeast, Spotify, and Duolingo showed that entertainment-first storytelling earns attention. Brands like Heinz and Adidas are reclaiming charm and absurdity, proving that a hearty laugh still wins hearts, even if judged at Cannes.

Why It Matters in the ME: Middle Eastern audiences, especially Gen Z and Millennials, are active content consumers on TikTok, YouTube, and Shahid. And these consumers expect whimsy and cultural nods. A funny Gulf-specific pun or light-hearted Riyadh/Dubai moment in ads could really land, if done right. This goes hand-in-hand with Cannes’ rediscovered appreciation for humour.

Takeaway for brands: Don’t just produce “campaigns”. Think about creating branded moments your audience would binge, share, or quote. Lean into regional humour, irony, and pop culture. Consider formats that blend entertainment with brand, not separate them.

4. Purpose must be actionable, visible and consistent

What’s New: Purpose-led work only stood out when it delivered measurable change like Mastercard’s accessibility initiatives or Arla’s sustainability efforts.

Why It Matters in the ME: Middle Eastern consumers particularly the affluent urban audience care about ethics, sustainability, and inclusion. But they’re sceptical of “performative purpose.” Cannes reinforced enduring campaigns like Nike’s “Just Do It” or Dove’s “Real Beauty,” cementing that purpose with consistency wins over fleeting buzz.

Takeaway for brands: Purpose isn’t a slogan. Align your brand with causes where you can drive visible, real-world impact whether it’s food waste, climate resilience, or mental health. For regional brands, investing in long-term brand vision is key; one solid campaign beats a shiny one-off every time.

The Final Word: The region’s not emerging. It’s leading.

Creativity from the region wasn’t just recognized, it was celebrated. 2025 marked a record 32 awards for MENA. Jordan won its first-ever Cannes Lion, signalling a creative awakening across new markets. There’s never been a better time to be a regional marketer. The creative bar is higher than ever, and the world is watching. Don’t localize global ideas. Start local and let it scale. The next big global campaign may be born in Riyadh, Dubai, or Amman.

Cannes 2025 made one thing clear: the Middle East isn’t playing catch-up, it’s setting the pace. If your next campaign doesn’t blend tech, truth, and cultural intelligence, it’s already behind. As you plan your next campaign, ask:

Is it entertaining?
Is it authentic?
Is it made for people or just platforms?

Because in 2025, creativity is still king. But relevance? That’s the crown.

Sources: Campaign Middle East, Axios, Wall Street Journal, PPC Land & Adweek

8 Google I/O 2025 Updates That’ll Change How You Search, Shop & Work

admin — Mon, 09 Jun 2025 18:41:24 +0000

We’re here to help you keep up to date on all things Media, Tech, and Data. Check out this must-read on 8 Google I/O 2025 Updates That’ll Change How You Search, Shop & Work, our edition for June 2025.

At this year’s Google I/O, the AI wave officially became a tidal shift. Yes, there were shiny demos—but buried in the keynote were announcements that directly affect how we market, design, produce, and connect. Here are the 8 that should be on your radar—with a short explainer on what they mean for us.

AI Mode in Google Search Is Officially Rolling Out

Google’s turning its Search engine into a chat-driven experience. With AI Mode, users can ask open-ended questions and get conversational responses, visuals, summaries, and product comparison powered by Gemini. Over the summer, this mode will be tested with features like finance/sports charts and even AI-powered shopping.

Why it matters: Search behaviour is being reshaped. Instead of scanning links, people will start getting full answers, right there in the results. It’s a whole new layer of content discovery—meaning brands will need to rethink how their content is found, interpreted, and acted upon in this new flow.

AI Shopping: Try It on Before You Click Buy

Google’s now letting users upload full-body images to virtually try on clothes using AI that understands human posture, fit, and fabric flow. On top of that, it’s rolling out an “agentic checkout” feature that can make purchases on the user’s behalf.

Why it matters: This is next-gen retail. The traditional product page and size guide are no longer enough. Shopping is moving toward interactive, visual, and hyper-personalized experiences—and brands will need to adapt how they present and optimize products for AI-led browsing and buying.

Flow: A New AI Video Tool for Instant Content Creation

Google introduced Flow, an AI filmmaking app that can create short video clips (starting with 8 seconds) from text prompts, images, or both. It draws from its AI ecosystem—Veo for video, Imagen for visuals, and Gemini for logic. The app also includes scene-building tools to stitch clips together into longer narratives.

Why it matters: This isn’t just for techies, it’s a hands-on tool for marketers and creatives. It reduces the time and effort needed to prototype video ideas, especially for social content, ads, or campaign teasers. The barrier to content creation just dropped. Drastically.

Search Live: Point Your Camera, Talk to Google

Building on Project Astra, Search Live lets users use their phone camera to show Google something and then have a back-and-forth conversation about it. This isn’t just visual recognition—its real-time interaction powered by Gemini.

Why it matters: The search box is becoming a camera lens. This could shift the way users explore products, spaces, or even physical signage. It introduces a future where in-the-moment, visual discovery is part of the brand journey.

Smarter Gmail Replies That Match Your Tone (and Brain)

Gmail’s smart replies are getting a major upgrade. Instead of generic suggestions, they’ll now reference your inbox, documents, and writing style to draft more helpful, context-aware responses. It even adjusts tones, so your reply to your manager won’t sound like a text to your best friend.

Why it matters: Email volume isn’t going anywhere—but our tolerance for robotic tone is. This helps teams save time without sounding stiff, especially in client-facing communications, lead follow-ups, or internal alignment.

Gemini Comes to Chrome, Becomes Your Co-Pilot

As of May 21, Gemini is now embedded directly into Chrome. You can already summarize long webpages, clarify content, or navigate between tabs automatically. And this is just the beginning—later this year, Gemini will manage multiple tabs and even complete tasks on your behalf.

Why it matters: This is a quiet but powerful change. It gives people a new way to interact with websites—through an AI lens. The implication? Websites need to be structured not just for human scanning, but for AI interpretation too.

Stitch: App UI Design, Now Powered by Prompts

Google revealed Stitch, a tool that can create UI designs from a short description, theme, or even sketches/screenshots. You can feed it rough concepts, and it’ll return interface layouts with components you can refine.

Why it matters: Prototyping digital experiences like landing pages or app flows is now faster and more accessible. For teams working on campaign-specific microsites or branded tools, Stitch could speed up experimentation significantly.

That said, while tools like Stitch can quickly generate layouts, choosing the right one still requires human judgment — understanding what drives conversion, feels on-brand, and functions seamlessly across devices. The role of design expertise isn’t eliminated; it’s simply shifted to higher-value decisions.

Google Beam: 3D Video Calls Are Getting Real

Project Starline is now Google Beam, and it’s being built into HP devices with light-field displays and multiple cameras to create realistic, 3D video calls. Companies like Deloitte and Salesforce are already rolling it out in their offices.

Why it matters: This could reshape how we think about high-stakes virtual meetings, remote presentations, or even product demos. As presence becomes more immersive, storytelling and body language will matter more – yes, even on Zoom.

In a Nutshell

Google’s 2025 updates are more than product tweaks—they’re signals of how AI will shape the future of digital experiences. From how people search and shop, to how they consume content and interact with tools, the rules are being rewritten. Smart marketers will meet the moment not by doing more, but by doing it differently.

As Irfan S Mirza , our Head of Digital, puts it: “Google I/O 2025 solidified Google’s position as a leader in the AI race, demonstrating a comprehensive strategy to embed AI at the core of its products, platforms, and developer tools. The challenge now lies in the widespread adoption, refinement of accuracy, and addressing ethical considerations as these powerful AI capabilities become more integrated into daily life.”

Sources: Google Beam Announcement, I/O 2025 Keynote, The Verge, Google Labs Experiments Page, Google Workspace & Chrome Updates Blog

Shared Screens, Shared Stories

admin — Thu, 08 May 2025 18:46:14 +0000

We’re here to help you keep up to date on all things Media, Tech, and Data. Check out this must-read on Shared Screens, Shared Stories that elaborates why family viewing still matters, our edition for May 2025.

The Shared Screen Isn’t Going Anywhere

In an era where individual screens dominate and tailored content is just a tap away; one thing hasn’t changed: families still love coming together to watch something together. It may look different today—streaming services instead of cable, smart TVs instead of bulky boxes—but the essence of family viewing is alive and well.

While mobile and personal devices have certainly become part of our daily media habits, the television remains a central fixture in many homes. According to Nielsen, 72% of parents say that watching TV or streaming content together is a regular part of their family routine. In the Middle East, where Smart TV ownership is rising fast, the living room screen is more than just entertainment—it’s part of the daily rhythm of home life.

As Anam Malik , Head – Strategy & CX, puts it: “Brands need to approach the shared screen as a shared experience—one that spans age groups, emotions, and expectations. Crafting ads that are inclusive, context-aware, and designed for co-viewing moments isn’t just good storytelling—it’s good customer experience.”

Content As a Family Bonding Tool

For many parents, co-viewing isn’t just about managing screen time—it’s about creating shared moments. Today’s streaming platforms are making this easier, offering a thoughtful mix of nostalgic classics, animated features, and family-friendly originals. A YouGov survey found that 61% of UAE parents actively seek out shows they can enjoy alongside their children—stories that engage grown-ups without excluding younger viewers.

As our Head of Media Investments & Partnerships, Aseem Bhandari puts it: “Even in a world of personal screens and endless content choices, TV still holds a special place in the home. It’s where families come together — to laugh, unwind, and share stories. In markets like the UAE, these moments are more than just viewing habits; they’re part of the cultural fabric.

For brands, this isn’t just about reach, it’s about relevance. A message that lands on a shared screen has the power to spark conversations, create memories, and influence choices across an entire household. The brands that succeed will be the ones that respect the mood of the living room, blending in as part of these shared moments and creating messages that spark conversations long after the screen goes dark.”

In today’s family life, media has become a modern ritual—weekend binges, YouTube marathons, and shared screens now serve as bonding touch points that extend far beyond entertainment. In culturally close-knit societies like the UAE, these shared experiences don’t just pass time—they shape identity, spark cross-generational dialogue, and blend global content with local context, turning screen time into connection time.

Implications for Brands

For marketers, family viewing habits open up a valuable window of opportunity. As households gather around shared screens—especially via platforms like Connected TV, YouTube, Netflix (including its ad-supported tiers), and regional streaming services—there’s a chance to connect with multiple viewers at once, not just individuals scrolling solo.

This means rethinking creative strategies. The traditional 15-second hard sell may not always land in a relaxed, family-first setting. Instead, brands that tell stories—those that entertain, inform, or simply spark a shared smile—can become part of the evening ritual.

Whether it’s a heartfelt mini film, a playful campaign that appeals across age groups, or subtle product placement in family-friendly content, the key is to blend into the moment, not interrupt it. Especially on platforms like Netflix, where viewers are accustomed to high-quality, immersive content, brands must meet that bar to feel welcome in the living room

As Irfan S Mirza , our Head – Digital Media, explains: “For holistic marketing success, brands can leverage home sync technology to connect CTV campaigns with other devices in the household, seamlessly reinforcing their message across multiple screens. This strategy ensures that family members experience consistent brand messaging, whether they’re gathered around the TV or using their phones and tablets individually.”

Ultimately, the brands that thrive will be the ones that feel like guests at family night, not gate crashers.

Looking Ahead: The Home Screen as a Cultural Stage

As digital content continues to bring families together, the home screen is evolving into something more: a space where storytelling, connection, and identity intersect. For anyone in media or marketing, recognizing the value of these shared moments is key to staying relevant and meaningful in the lives of modern families.

Sources: YouGov, Nielson, & Global Web Index (GWI 2024-25)

Unlock the Power of Programmatic Advertising

admin — Fri, 21 Mar 2025 19:52:16 +0000

In today’s fast-paced digital landscape, staying ahead of the competition requires innovative strategies and cutting-edge technology. This is where programmatic advertising comes into play, revolutionizing media buying at scale by automating the process and enabling advertisers to target audiences with precision and efficiency. With real-time bidding (RTB) and artificial intelligence (AI) optimizing ad placements, brands can maximize their return on investment while reaching the right audience at the right time.

“Programmatic advertising has revolutionized the way brands connect with their audiences, offering unparalleled precision, efficiency, and scalability. The ability to integrate with multiple data sources and activate insights in real-time has made it a powerful tool for brands seeking to drive business outcomes and measure ROI,“ says our Head of Digital Media, Irfan S Mirza.

The Growth of Programmatic Advertising

The latest industry data highlights a 12.2% year-on-year growth in programmatic ad spend, pushing total expenditure to $849 million and representing a staggering 68.8% of total digital advertising spend. This upward trajectory underscores the growing dominance of programmatic advertising in the UAE market.

Several factors contribute to this growth, including the increasing demand for data-driven marketing, the rise of AI and machine learning algorithms, and the need for greater ad efficiency. With advertisers shifting budgets from traditional methods to automated, intelligent advertising solutions, programmatic is becoming the backbone of digital marketing strategies worldwide.

Why a Mobile-First Strategy is Essential?

Mobile penetration in the UAE is among the highest globally with over 21 million cellular mobile connections in the United Arab Emirates as of the start of Feb 2025. With 79.55% of website traffic coming from mobile devices, adopting a mobile-first strategy is no longer optional—it’s essential, making it a key focus area for advertisers.Before you continue, think about this: Is your brand really making the most of mobile-first advertising?

For companies investing in programmatic advertising, here’s why a mobile-first approach is crucial:

Increased Reach & Engagement– With the majority of web traffic coming from mobile devices, advertisers can reach a wider audience where they are most active.
Better Targeting– Mobile devices generate valuable data, such as location, browsing habits, and app usage, allowing programmatic ads to be hyper-personalized for higher engagement.
Higher Conversion Rates– Mobile-optimized ads and seamless in-app experiences lead to better click-through rates (CTR) and conversions, especially for e-commerce, hospitality, and food delivery businesses.
Real-time Bidding (RTB) Efficiency– More mobile traffic means a larger pool of real-time bidding opportunities, ensuring brands can compete for the best placements efficiently.
Cost-Effectiveness –Mobile ads, especially programmatic ones, often have lower CPC (cost per click) than desktop ads, allowing advertisers to maximize ROI.
Video & Interactive Ad Opportunities– Mobile devices support rich media formats like interactive ads, stories, and short-form videos, which perform well on platforms like TikTok, Instagram, and YouTube.
Stronger Retargeting – As mobile users frequently revisit apps and websites; programmatic ads can leverage retargeting to keep brands top-of-mind and drive repeat engagement.

Omni-Channel Strategies for Programmatic Advertising

To maximize programmatic advertising effectiveness, brands must leverage multiple channels to create an omnichannel marketing strategy. Here’s how:

Rich Media Ads –Boost engagement with interactive elements like videos and gamification.
Mobile Geo-Conquesting – The region’s exceptionally high mobile penetration rate presents a unique opportunity for brands to connect with their target audience. Target users near competitors’ locations to drive foot traffic.
In-App Advertising –Increase brand awareness and app downloads with measurable results. A survey found that 84% of UAE businesses consider mobile apps essential to remain relevant to their customers.
Connected TV (CTV) Advertising –CTV advertising can be more cost-effective than traditional TV advertising, especially for reaching specific audience segments. This growth of CTV will likely be driven by increasing adoption of emerging technologies like AI, IoT, and cloud computing. As more brands shift towards data-driven advertising, CTV offers a way to reach audiences on premium, brand-safe platforms while ensuring precise targeting and measurable impact.
Programmatic Audio –With the rise of smartphones, wireless headphones, and smart speakers, audio consumption is at an all-time high, creating a ripe opportunity for programmatic audio advertising. Younger audiences are flocking to platforms like Spotify, Anghami, and podcasts, making audio a powerful channel for brands to connect and engage with their target market.

Irfan S Mirza adds “for a luxury jewellery client of ours, we recently launched a precision-driven programmatic campaign featuring multiple creatives tailored to distinct audience segments. Leveraging the DCO (Dynamic Creative Optimization) technology, we dynamically targeted users based on their behavior and content preferences, resulting in a significant uplift in CTR and driving highly relevant traffic to the website.”

The Future of Advertising is Programmatic

As digital consumption continues to evolve, programmatic advertising remains at the forefront of media buying, offering unparalleled efficiency, precision, and scalability. With a mobile-first approach, brands can capitalize on advanced targeting, real-time bidding, and cost-effective ad placements to drive engagement and conversions. By leveraging rich media, CTV, in-app, and audio advertising, businesses can create omnichannel experiences that resonate with today’s hyper-connected consumers.

Now more than ever, advertisers must embrace programmatic strategies to stay competitive and maximize their return on investment. Those who adapt will not only reach their audience effectively but also shape the future of digital advertising in the region. The future of advertising belongs to those who move with technology, not against it. Will your brand be ahead of the curve—or struggling to keep up?

Sources: Data portal 2025, Zorbis, Global Media Insight, Imarc, Statista, Data. AI, Semrush, Similarweb

Ramadan 2025 & Beyond: Trends Shaping Engagement

admin — Tue, 18 Feb 2025 07:50:54 +0000

As Ramadan approaches, digital and media consumption trends continue to evolve, blending tradition with technology. The holy month is a time for spiritual reflection, community, and shared experiences—now increasingly shaped by digital platforms. Here’s a look at current trends and what we anticipate for 2025.

Faith-Based App’s Gain Popularity During Ramadan

Faith-based apps in the Middle East have seen significant growth, offering tools that enhance both spiritual practices and daily routines. During last Ramadan, the App Store introduced a “Ramadan Favourites” section, featuring apps like Recipes by Arabesque Kitchen for meal planning, Tiny Minies for children’s educational content, and Shahid and JACO for Ramadan-themed entertainment. This surge in digital faith-based resources highlights a growing shift toward online platforms for everyday needs—presenting an optimal opportunity for brands to connect with their audience in a meaningful way.

Our Head of CX, Anam Malik, underscores this trend by sharing: “With more and more people using digital apps and forums for life management and daily content consumption, brands have a great opportunity to embed themselves naturally in their customer’s daily life. Ramadan presents a perfect opportunity for brands to engage with customers in a deeply meaningful way. People only become loyal to a brand that resonates best with their values.” She adds, “Personally, I rely on apps for everything—from my daily commute and food delivery to groceries and cleaning services.”

Changing Consumer Habits

During Ramadan in the Middle East, consumer habits exhibit notable shifts in both digital and offline media consumption. Recent studies from 2024 and 2025 highlight these evolving patterns, particularly in TV, streaming, and social media usage.

Connected TV (CTV) has emerged as the leading platform during Ramadan, surpassing traditional linear TV. A study by The Trade Desk indicates that 56% of respondents plan to spend more time streaming content on CTV during Ramadan compared to other times of the year, while 48% will watch more traditional TV. This shift underscores the growing preference for personalized, on-demand viewing experiences.

Aseem Bhandari, our Head of Media Investments & Partnerships, emphasizes this evolution: “Over the past decade, I’ve witnessed a remarkable shift in media consumption during Ramadan in the UAE. There was a time when linear TV dominated, and digital played a minimal role. Today, while Radio and OOH continue to lead in traditional channels, the real opportunity lies at the intersection of these mediums with digital platforms. The synergy between the two isn’t just impactful—it brings brands into the heart of people’s daily lives during this sacred month.”

Social media activity also peaks during key rest periods, notably post-Iftar and pre-Suhur. Platforms like TikTok have reported significant increases in content consumption, with entertainment content rising by 8%, sports content by 22%, and food and drink content by 23% during Ramadan. These insights reflect a dynamic media landscape where digital platforms are increasingly integrated into traditional practices, and consumer behaviors adapt to the unique rhythms of the holy month.

Looking Ahead to Ramadan 2025

As we anticipate this year’s trends, we expect even greater integration of AI-driven personalized content, immersive digital experiences, and interactive live-streaming. E-commerce is likely to become even more seamless, with brands offering real-time shopping events and exclusive Ramadan promotions across digital platforms. Additionally, connected TV and audio advertising will play an even bigger role in engaging consumers in more personalized ways.

Our Head of Digital Media, Irfan S Mirza, highlights why programmatic advertising is a game-changer during Ramadan: “With programmatic advertising continuing to evolve, Ramadan is an ideal time for brands to leverage data-driven insights to push personalized ads across multiple platforms. The key is delivering the right message, at the right time, to the right people. This year’s Ramadan digital media budget prioritizes contextually relevant ads and personalized messaging based on user preferences and our chosen media channels. These approaches are set to drive deeper engagement and stronger results with our target audiences this year, building on last year’s learnings and pushing our impact even further.”

Ramadan is a key time for marketers to connect meaningfully with audiences. Whether through targeted advertising on connected TV, engaging social content, or curated digital experiences, brands that align with consumer interests during Ramadan can create lasting connections. As digital habits evolve, embracing these shifts can help brands stay relevant, resonate with audiences, and celebrate the spirit of Ramadan in impactful ways.

We’ll be sharing more data-driven insights in this space—follow along to stay ahead of the MENA marketing landscape.

Sources: YouTube Ramadan Insights, TGM Ramadan Global Survey 2024, Google Ramadan Insights, Esquire Middle East, Google Ramadan Insights, Campaign ME, Prensario zone

YouTube Launches Thumbnail A/B Testing

admin — Mon, 15 Jul 2024 07:49:35 +0000

YouTube has introduced its long-awaited thumbnail A/B testing feature for creators, following a year of development. Available under Advanced Features, this tool enables channel managers to test up to three thumbnail images to optimize viewer engagement based on watch time performance. YouTube will evenly display different thumbnails to viewers and select the most effective one, aiming to enhance video discoverability and channel success through improved content strategy.

The feature is currently in early stages and may expand in the future. It responds to creator demand for more control over thumbnail selection, aligning with YouTube’s emphasis on experimentation for maximizing audience reach.

Source: Social Media Today