According to a recent survey of over 1,000 UAE residents by ad tech firm The Trade Desk, 65% of United Arab Emirates (UAE) residents watch streaming content on a daily basis. Research conducted in partnership with market research firm YouGov demonstrates the importance of reaching consumers through connected television (CTV) during Ramadan.
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The survey underscores the shift to CTV, as streaming content accounts for an average of 11% of time spent each week. In fact, UAE respondents claimed that they spend more time per week on premium video streams than on most social media channels. What’s more, 36% of respondents said they plan to spend more time on their phones, making mobile a key channel for effectively reaching audiences during this time. This suggests an opportunity for marketers to connect with highly engaged consumers through these channels.
“Ramadan is a unique opportunity for brands to build awareness and celebrate shared values with consumers,” said Terry Kane, managing director, Middle East and Africa, The Trade Desk. Provides insights into consumer behavior and media consumption in .Those who celebrate Ramadan are expected to stream more videos at night and shop during the day throughout Ramadan. This presents an opportunity for marketers to engage with different devices throughout the day plan and fine-tune their omnichannel marketing campaigns to reach audiences exactly where they use their media.”
With the shift to CTV, digital out-of-home (DOOH) and retail are expected to become critical during Ramadan as marketers look for multiple touchpoints along the consumer journey to better engage consumers. According to research data, 71% of UAE residents who saw an advertisement on an outdoor billboard said they remembered the brand or product advertised, underscoring the importance of this channel for brand awareness campaigns. In addition, research shows that as many as 65 percent of respondents are likely to spend more online during Ramadan, with about a third of them planning to spend more online than usual. 45% of UAE residents surveyed plan to spend more on food and beverages during the holy month, and 46% plan to make purchases in clothing and fashion.
Advertising Terry Kane said: “The shift to a digital world is inevitable as consumers turn more of their attention to digital channels. To understand who is exposed to an ad, even across devices. In addition, advertisers can apply more data science to their ads to make them more relevant to consumers.”
Plan to travel peak during Ramadan
The research data also showed that travel around Ramadan reached a significant peak, with 43% of those intending to travel claiming to plan to travel in the month before Ramadan and 40% planning to travel in the month after Ramadan. Of those intending to travel, 61% said they plan to travel during Ramadan, with 60% looking to go abroad and 53% to stay locally.