76% of Middle Eastern consumers say tech is key during Ramadan: The Trade Desk
New research by The Trade Desk has revealed the prominent role of media during Ramadan and the omnichannel advertising opportunities to reach a multi-screen audience. The report highlighted the holy month of Ramadan as a key cultural moment where technology and advertising meet family connections and traditions. The study conducted across the UAE, Saudi Arabia and Egypt reveals that 88% of respondents prioritise family time above all else during the holy month, while 76% view technology as an integral part of Ramadan.
The findings show a notable increase in media consumption, with Connected TV (CTV) surpassing linear TV as the dominant platform. More than half of respondents (56%) plan to stream content on CTV more frequently during Ramadan, compared to 48% who will watch more traditional TV. This shift underscores the role of TV as a social hub, fostering shared viewing experiences, with CTV offering personalised, on-demand content that resonates with audiences.
Commenting on the findings of the study, Terry Kane, Managing Director, Middle East & Africa, The Trade Desk, said: 'Ramadan is a pivotal moment for brands to reach their audiences with precision on the channels where they spend most of their time online, and that is outside of social media. Our research underscores the importance of understanding these shifting consumer patterns and leveraging the strengths of each digital channel for outreach. Connected TV, in particular, serves as a powerful platform to create culturally mindful, cohesive, and personalised campaigns that truly resonate with audiences during the holy month.'
The study also highlights how media consumption aligns with Ramadan's daily rhythms. Both CTV and linear TV see peak engagement after Iftar and into the early morning, while audio remains a steady presence throughout the day. The report further reveals that consumers are more receptive to ads during Ramadan, with 92% emphasising the importance of brands aligning with the month's spirit.
The effectiveness of reaching audiences across multiple digital touchpoints is also evident. Global research by The Trade Desk, in collaboration with PA Consulting and Brainsights, indicates that omnichannel campaigns are 1.5 times more persuasive and 2.2 times less fatiguing than campaigns that lack cross-channel integration.
Consumer spending is expected to rise significantly in 2025 compared to last year. Notably, 61% of respondents plan to increase travel expenses, while 68% anticipate higher spending on luxury goods. Over half of those surveyed expect to allocate a larger budget for food and beverages, with fresh staples like milk, fish and meat seeing the highest projected growth.
As brands seek to engage with consumers during Ramadan, the findings emphasise the need for thoughtful, culturally aligned and data-driven advertising strategies to maximise impact. Tags: featuredpostRamadanRamadan contentThe Trade DeskRamadan2025
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
2 days ago
- Campaign ME
Home Centre achieves 39% brand awareness uplift with CTV ads
Home Centre has revealed the results of its connected TV (CTV) advertising Ramadan 2025 campaign in partnership with ThePubverse by ArabyAds. The campaign focused on driving awareness for new product launches, engaging premium audiences in Saudi Arabia through immersive, tech-enabled experiences on the largest screen in the home. As part of its Ramadan strategy, Home Centre leveraged ThePubverse's exclusive home-screen placements on LG Connected TVs, delivering precise targeting and full-screen visibility to a premium female audience segment. 'We are committed to digital innovations. That's exactly why we invested in Connected TV advertising and partnered with ThePubverse by ArabyAds,' said Akash Saxena, Senior Digital Marketing Manager at Home Centre. To measure real-time campaign impact, a brand lift study (BLS) was deployed directly on CTV devices, capturing performance across key upper- and mid-funnel metrics. 'The niche audience targeting capabilities, premium home-screen experience with 100% brand safety, and deterministic BLS – Brand Lift Survey were uniquely offered and are a mark of impactful technology innovation in the advertising landscape,' Saxena said on the medium. The campaign exceeded engagement benchmarks for CTV in the region, delivering a significant uplift across brand awareness (39 per cent), ad recall (37 per cent), and brand consideration (29 per cent). 'The results have been very encouraging, with a very good response from the market, and we look forward to more such initiatives,' Saxena said. ArabyAds claims these results reinforce the role of CTV as a powerful medium for brand amplification during peak shopping seasons. 'Our collaboration with Home Centre during Ramadan 2025 demonstrates the power of Connected TV to elevate seasonal campaigns with precision and scale,' Ayman Haydar, CEO of ThePubverse by ArabyAds said. 'This campaign is a clear example of how CTV drives both engagement and brand lift,' Haydar added. 'We're proud to have partnered once again with Landmark Group and remain committed to redefining how brands connect with audiences across MENA.'
Zawya
3 days ago
- Zawya
Sheikh Zayed Grand Mosque Centre in Abu Dhabi welcomes over 4.3mln guests in H1 2025
ABU DHABI: The Sheikh Zayed Grand Mosque Centre in Abu Dhabi witnessed a significant increase in visitor numbers during the first half of 2025, welcoming a total of 4,346,831 guests, marking a 5 percent growth compared to the same period in 2024, reaffirming the mosque's position as a leading religious and cultural destination on the global stage. The guest count included 1,948,482 worshippers and fasting guests, 2,355,165 visitors from various nationalities, and 43,184 users of the Mosque's Jogging Track. The mosque hosted 127,672 worshippers during Friday prayers, 346,671 during daily prayers, and 575,372 during the holy month of Ramadan and Eid Al-Fitr. Notably, the mosque recorded its highest number of worshippers on the 27th night of Ramadan (25 March 2025), with 72,710 worshippers, including 11,483 for Taraweeh prayers and 61,050 for Tahajjud prayers, in an atmosphere of serenity and spiritual reflection. As part of the 'Our Fasting Guests' initiative, the Centre collaborated with the Erth Zayed Philanthropies and its strategic partner Erth Hotel to distribute Iftar and Suhoor meals. The hotel prepared approximately 2.6 million meals, of which 898,767 were distributed at Sheikh Zayed Grand Mosque in Abu Dhabi, 442,345 at Sheikh Khalifa bin Zayed Grand Mosque in Al Ain, 1,160,000 in labour cities across Abu Dhabi, and 105,935 in various areas of the Emirate. During the Eid Al-Adha holiday, the mosque welcomed 96,497 guests, including 41,385 worshippers—12,740 of whom performed Eid prayers—54,751 visitors, and 361 Jogging Track users. The number of vehicles that used the mosque's parking facilities reached 988,411. According to the Centre's statistics, 82 percent of visitors came from outside the UAE, while 18 percent were UAE nationals and residents. This reflects the mosque's growing prominence as a global cultural tourism landmark. In terms of regional distribution, Asia accounted for 49 percent of visitors, followed by Europe with 35 percent, North America with 10 percent, Africa with 3 percent, South America with 2 percent, and Australia with 1 percent. The top visiting countries were India (20 percent), China (9 percent), Russia (8 percent), USA (7 percent), Germany (4 percent), followed by France, UK, Italy, Philippines, and Poland, each contributing 3 percent of the total visitors. The Centre's Cultural Tour Specialists conducted 2,363 cultural tours, introducing guests to the mosque's message of peace, tolerance, and cross-cultural dialogue. The Centre also received 826 official delegation bookings, including 196 high-level delegations. These included visits from 6 Heads of State, 1 Vice President, 6 Prime Ministers, 4 Parliament Speakers, 1 Deputy Speaker, 3 Governors, 4 Sheikhs and Princes, 44 Ministers, 16 Deputy Ministers, 25 Ambassadors and Consuls, 52 Military Delegations, and 34 delegations from various official entities. To enhance the visitor experience, the Centre provided over 70 electric vehicles to transport worshippers from parking areas to prayer halls, prioritising the elderly and People of Determination. Additionally, more than 3,515 comfortable seats were provided for their comfort and 50 wheelchairs were made available to facilitate movement within the mosque. The Centre continued to enrich its offerings with innovative experiences, including public cultural tours, 'Unseen Glimpses' tours via electric vehicles, Souq Al Jami', the Jogging Track, and Night Cultural Tours (Sura Tour) available 24/7. The 'Sura' experience was designed specifically for transit passengers and those with limited time during their stay in Abu Dhabi. Furthermore, the Centre offers 'El-Delleel', a multimedia guide device that provides virtual cultural tours in 14 languages, including a sign language tour for the hearing impaired and child-friendly tours, ensuring an inclusive and enriching experience for all visitors.
Gulf Business
3 days ago
- Gulf Business
Dubai toll operator Salik posts 39.5 per cent rise in H1 revenue
Image: WAM/ For illustrative purposes EBITDA rose 44.2 per cent in the six-month period to Dhs1.07 bn, with an EBITDA margin of 69.7 per cent, the company said in a statement last week. Net profit was Dhs770.9m, a 41.5 per cent rise. Revenue in the second quarter alone climbed 45.6 per cent. Salik performance boosted by two new toll gates The performance was supported by two new toll gates introduced in November 2024 and the launch of variable pricing at the end of January 2025, with Q2 2025 marking the first full quarter of the new system. Salik's tolling business recorded 318.4 million chargeable trips in H1 2025, including 160.4 million trips in Q2, up 1.6 per cent from 158.0 million in Q1. The company noted that Q1 is typically a stronger period, with traffic also redistributed during Ramadan. In view of the results, Salik's board recommended a cash dividend of Dhs770.9 m, equivalent to 10.278 fils per share, representing 100 per cent of H1 2025 profit. Read:
