Diverse content selection with both broadcasted and creator content
YouTube Ads vs. TV Ads
The number of views on YouTube has increased 3X during Ramadan in comparison to TV during the last three years.
The clutter on TV during Ramadan is 2X the norm with ad breaks increasing up to 50%, making your advertising message a lot less likely to be noticed.
The cost of TV prices increases by 2.5X during Ramadan representing 27% of the gross local and Pan-Arab TV expenditure happening in MENA, while YouTube stays fixed with Google Preferred rates.
Smartphone penetration reached 60% across MENA (91% in UAE) while demand for smart TVs increased by 10X in the last 5 years making YouTube the largest ad supported digital platform that works across every single screen: mobile, desktop, tablet and TV.
Viewer Ad preference during Ramadan (TV indexed to 100)
The 5 keys to mastering content in Ramadan 2018:
Use the storytelling approach and connect with your audience using multi-story series rather than using the 1 same content throughout Ramadan.
Give back to society – a concept loved by audiences during Ramadan.
Content should address real user needs, true passions and relevant real-life issues – be authentic.
Base your strategy on reliable consumer insights.
Take advantage of the Eid period, when searches for certain categories, such as travel, beauty and fashion peak.
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