Podcast: Snap Inc's Alistair Burton on ‘brands that win' during Ramadan
On the latest episode of Campaign Middle East's On The Record podcast, Alistair Burton, Head of Digital First and Omnichannel Retail at Snap Inc, discusses the need for brands to develop a deeper understanding of their audiences, create immersive and interactive experiences, and to use data to optimise and achieve their business goals – especially during Ramadan.
Through this conversation with Campaign Middle East, Burton shares how Ramadan is the perfect point of time when communities come together, relive memories, and share meaningful moments on platforms such as Snapchat to engage and connect with one another. To help businesses connect more meaningfully with their audiences, the app has launched Sponsored Snaps, an ad placement tool that offers businesses the opportunity to deliver full-screen vertical video messages directly into Snapchatters' Chat inboxes.
Snap is also bringing back the hugely popular Snap AR Ramadan Mall and has launched Hazar Fazar, an AR experience made available through branded lenses that brings GCC cultural stories to life.
Snap success: Connecting with hard-to-reach audience and achieving higher average order value
At the outset, Burton explains how the platform has leveraged extremely high smartphone penetration in the Middle East, specifically the UAE and Saudi Arabia, to cater to correspondingly high reach and – more importantly – extremely hard to reach audiences.
'What does Snapchat bring to the table? It brings 25 million active users in Saudi Arabia and 4.5 million active users in the UAE with huge reach across both Gen Z and hard-to-reach GCC audiences, who have a much higher purchasing power. Why does this matter? One of the partners we're working with is getting 39 per cent higher average order value. This is really accelerated during a time such as Ramadan, where people are planning, shopping and connecting more on the platform,' he says.
Burton also alludes to the number of stories being viewed on the platform: 10 billion stories being viewed in Saudi Arabia every day, with GCC audiences opening the app more than 45 times a day. But to truly stand out from their competition and have a meaningful effect on their audiences, Burton calls for brands to connect with audiences.
'Brands that win don't just advertise, they truly connect with their audiences,' Burton says.
Improving top-of-mind awareness, and balancing brand and performance
He also calls on brands to better utilise the platform's technology and data capabilities, especially given that the platform is developing on a daily basis with new products and new features that can benefit brands.
'When you see the top brands in the world, they monitor even a 1 per cent drop in their top-of-mind awareness, for example. This is very significant because they want to be that brand that people think about when they are thirsty, or hungry or have a specific need. The platform helps you maintain that top-of-mind awareness and use data, signals and optimise campaigns to achieve business goals,' Burton adds.
During the podcast, Burton also calls for organisations to find the balance between brand and performance, instead of the current silos within the market that cause these two aspects to be at loggerheads with each other.
'Everyone should be aligned with one 'north star' goal, and that begins with understanding how brand and performance work with each other. In short, having a strong brand that people resonate with will drive better performance, and lower acquisition and conversion costs.'
Leveraging a digital-first strategy on Snap
Burton calls for brands to embrace a truly 'digital-first' approach that goes beyond merely running ads on the platform.
'In terms of how to leverage your digital strategy, brands need to understand four things: first, understand your audience. Second, make sure you're building native experiences on Snapchat. Third, create personalised and immersive experiences based on deep audience insights that the platform provides. And finally, make sure you're measuring and adapting your strategies based on the data.'
For more insights – including insights into authenticity, privacy, Snapchat Chat tabs for businesses as well as Lenses and filters – watch the full video above.
CREDITS:
Guest: Alistair Burton, Head of Digital First and Omnichannel Retail, Snap Inc.
Host: Anup Oommen, Editor, Campaign Middle East
Videography: Mark Mathew, Creative Content Producer, Motivate Create
Edits: John Melencion, Content Producer, Motivate Media Group
Studio and post-production: Ahmed Abdelwahab, Studio Manager, Motivate Media Group
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Fintech News ME
an hour ago
- Fintech News ME
Global Islamic Finance Grows 14.9%, Reaches US$3.9 Trillion in Total Assets
In 2024, the global Islamic financial services industry continued to expand, growing by 14.9% year-on-year (YoY) to reach US$3.88 trillion in total assets, according to a new report by the Islamic Financial Services Board (IFSB). Growth was observed across all major sectors, including Islamic banking, Islamic insurance, and sukuk, which are Islamic financial certificates, similar to bonds in Western finance, highlighting deepening market participation, and expanding geographic reach, especially in non-traditional markets. In 2024, total assets in Islamic banking grew by 17.05%, marking a significant increase. The segment remained the cornerstone of the industry, accounting for 71.6% of Islamic finance assets. Although assets remained concentrated in mature, systemically significant jurisdictions, there were signs of growing momentum in emerging markets, particularly in Africa and Central Asia. The Islamic capital markets also delivered strong gains, driven primarily by a surge in sukuk issuance. Global sukuk issuances rose by a remarkable 25.6% to reach US$230.4 billion, making it the fastest-growing segment in 2024. Sukuk outstanding accounted for 23.3% of total Islamic finance assets, further reflecting favorable financing conditions and growing demand from both sovereign and corporate issuers Within the Islamic capital markets still, the Islamic funds industry also recorded growth, with total assets under management (AUM) increasing by 9.2% to US$193.6 billion. This increase was largely supported by robust performance in global equity markets, and marked a recovery following a decline in 2023. Islamic insurance, referred to as takaful, recorded asset growth of 16.9% and an increase of 15.4% in gross written contributions. Despite the significant increase, the industry continued to account for a small portion of the market, accounting for 1.4% of the global Islamic finance assets. The report highlights that while traditional markets continue to dominate Islamic finance, the industry is steadily expanding into non-traditional regions. As of the end-of-year 2024, the Gulf Cooperation Council (GCC) region accounted for the largest share of global Islamic finance assets at 53.1%. This was followed by East Asia and the Pacific (EAP) with 21.9%, driven by Malaysia and Indonesia's well-established Islamic finance ecosystems. The Middle East and North Africa (MENA, excluding GCC) contributed 16.9%, while other regions such as Europe and Central Asia (ECA), South Asia (SA), and Sub-Saharan Africa (SSA) held relatively small shares, but represent emerging growth frontiers. The rise of Islamic fintech In addition to traditional growth drivers, fintech is another trend that's driving structural shifts within the Islamic finance, offering new avenues for growth, efficiency, and financial inclusion. For example, digital financing platforms, including Islamic equity crowdfunding and peer-to-peer (P2P) lending, are emerging as important sources of financing, particularly for small and medium-sized enterprises (SMEs) and underserved market segments. Cryptocurrency-related activity is also growing in popularity within the Islamic finance landscape covering trading, investments, and tokenization. Examples include Rain and CoinMENA, two crypto exchanges licensed by the Central Bank of Bahrain which offer crypto trading and custodial services that meet Islamic standards. Artificial intelligence (AI) is also gaining ground in Islamic finance, with institutions increasingly deploying the technology. An IFSB survey as part of the report highlighted identity verification (67%), chatbots and virtual assistance (56%), and digital footprint analysis (44%), as the most common uses of AI among Islamic banks. Despite benefits including improved operational efficiencies, customer experiences, and new business opportunities, technology also introduces new risks. Digital financing platforms and crypto-related solutions, for example, require close attention to issues of investor protection, sufficient transparency and disclosure, and appropriate Sharia governance frameworks. Finally, the adoption of AI introduces a unique set of risks. One particular concern is the potential lack of interpretative judgment in AI systems when applied to complex Sharia rulings and jurisprudential differences across jurisdictions. Moreover, the opaque and evolving nature of AI models poses significant challenges for supervisory authorities and Sharia boards in exercising effective oversight and informed judgment. Islamic finance outlook The Islamic fintech sector was valued at US$138 billion 2024. It's projected to exceed US$300 billion by 2027. Standard Chartered projects that the global Islamic finance sector will grow by 36% between 2024 and 2028, with sukuk outstanding expected to surge 54.5% and Islamic banking by 30%. The bank, which surveyed 26 leaders from various Islamic banking providers in Q1 2025, revealed a positive outlook for the industry, with 87% of respondents holding an optimistic view of the sector over the next five to ten years. The majority expect significant growth and expansion, along with increased adoption and innovation of Islamic finance products and services. Economies including China, the Middle East, and Africa are expected to offer the greatest opportunities over the next two to three years.
Gulf Today
2 days ago
- Gulf Today
India's GCC to surpass 300m sqft office leasing in 3-4 years
India is the most mature market for Global Capability Centres (GCCs), with 44 per cent of GCCs transitioning to take on end-to-end portfolio ownership, drive innovation and peer collaboration with global roles. Initially set up to save costs and help organisations with their business functions, Global Capability Centres (GCCs) have significantly made their presence felt in India. Today, the country is home to over 1,950 such centres established by top multinational corporations, to serve the global and regional market with more efficiency, according to JLL survey. According to the JLL survey, there are 245+ million sq ft Grade A stock occupied by GCCs in the top 7 cities, ~75 per cent combined share of manufacturing, IT/ITeS & BFSI. 71 per cent of all GCC demand since 2018 has been from US-headquartered firms. 40 per cent of overall office leasing activity accounted for by GCCs between 2018-2024. Global Capability Centres are set to surpass 300 million sqft in the next 3-4 years, driven by new entries and expansions. 100+ GCCs entered India in the last two years alone. 28 million sq ft of leasing by GCCs in 2024 has been reported, highest ever in a year. The 3/4th share of Bengaluru, Hyderabad and Chennai in space leased by Global Capability Centres in last two years. 75 per cent combined share of manufacturing, IT/ITeS & BFSI 71 per cent of all GCC demand since 2018 from US-headquartered firms. India is home to the largest number of GCCs globally (over 1,950). This is significantly more than other popular destinations like the Philippines, Poland or China. India has developed strong capabilities in digital technologies and their adoption. High impact areas like AI, blockchain, data analytics, cloud computing and cyber security are at the core of GCC operations in India. India's technology industry expanded its 58-lakh strong workforce by 1.2 lakhs in 2024-25, with Global Capability Centres accounting for over 1 lakh of these roles. The rise of new-age technologies will result in more digital-savvy professionals as the tech sector grows on to become $300 billion industry in FY 2025-26. These centres help centralise and standardise certain functions of the parent organisation. They provide several services, like finance, HR, IT, and procurement, at one place, thereby improving efficiency and lowering costs. Focused on research and development, these centres are innovation hubs for new products, technologies, and processes. Normally, R&D centres are oriented towards a particular field where the parent organisation has shown high levels of expertise and specialisation. These centres are meant to help organisations remotely share information. They are responsible for collating and disseminating knowledge within the organisation and across geographies. Focused on creating a hub for ideas, innovation centres foster innovation and creativity with opportunities for collaboration. These centres are where companies can develop new ideas, conduct research, and build prototypes. They offer a range of services to assist customers in any way possible. They are usually responsible for managing customer inquiries, complaints, and feedback. There are several Indian cities that are considered ideal for a GCC due to their strong infrastructure, skilled workforce, and favourable business environment. For example: Bengaluru, Chennai, Delhi-NCR, Hyderabad, Mumbai and Pune. Based on the type of GCC companies are looking to establish, service requirements may vary. There is a need to choose services that best match the functions and operations of the centre. Some common services include legal and regulatory compliance, real estate, technology, human resources, financial support, support services and transportation and logistics. In a world driven by cutting-edge technology, it is important for global capability centres to create a truly tech-savvy office space. The innovation hub needs to keep pace with the digital age and set a standard for the future of work. The landscape of global capability centres is rapidly evolving. Today, it's not just about cost efficiency; it's about building resilient, innovative, and talent-centric hubs. My parents gifted me a residential property in Mumbai. I hold another unit besides some equity. How to minimise tax liability if I wish to sell the unit? Sunil Prabhu, Sharjah. Generally, when you sell a residential property, one option is you can reinvest the capital gain amount into another residential unit before one year from the date or sale or within two years. In case it is invest in a project undergoing construction, the period can be extended to three years. If not wished to reinvest, the capital gain upto Rs 50 lakh can be reinvested in designated bonds. As far as equity is concerned, you can invest the entire sale proceeds into a residential property. I am based in Gulf and investing in a project in Bengaluru. Is GST applicable to all types of residential projects? Please clarify. Deepak Sinha, Dubai. The impact of GST on residential property depends on the phase of construction, the location as well as the type of project. For example, GST impact will be observed more in case of new launches as compared to near completion projects. Similarly, projects in suburban areas will be more impacted when compared to city-centre projects.
Arabian Business
3 days ago
- Arabian Business
UAE shoppers want 1-click, biometric checkouts for safer online payments: Visa
Consumers across the UAE are calling for more secure and seamless online shopping experiences, according to Visa's latest Checkout Friction Report. Despite the rapid growth of ecommerce and digital adoption in the region, key challenges at the checkout stage continue to hinder consumer satisfaction and business performance. Based on a survey of more than 2,000 online shoppers across the GCC, the report shows that security concerns and complex payment steps are the top barriers to smooth transactions. Online shopping in the UAE In the UAE, 40 per cent of shoppers cite fear of fraud as their biggest concern, while 37 per cent are frustrated by the need to repeatedly enter card details. Shopping frequency is high, with one in three UAE consumers buying groceries online multiple times a week, and categories like fashion, entertainment, and electronics seeing regular purchases monthly. However, friction during checkout can lead to abandoned carts and lost revenue for retailers. Visa's research underscores a growing preference for advanced payment technologies. A significant 67 per cent of UAE shoppers said they would adopt biometric authentication like fingerprint or face ID to check out online. Additionally, 65 per cent support a unified registration process for digital payments across websites. The report also highlights that 82 per cent of consumers would shop online more frequently if one-click checkout options were widely available, and 66 per cent are likely to use Visa's 'Click to Pay with Biometrics' feature. This solution simplifies online shopping by eliminating manual card entry, using secure device-based biometric authentication to speed up and protect the transaction process. Salima Gutieva, Visa's VP and Country Manager for UAE, said: 'Challenges in the online checkout process have direct implications for businesses, resulting in lost revenue, and hampering both customer acquisition and retention. 'Today's consumers expect – and deserve – a more seamless and secure eCommerce experience. That's why Visa is working with partners to enable solutions like Click to Pay, which leverages biometrics and tokenisation to eliminate key pain points and deliver a more convenient shopping experience.
