UAE companies increased online activity by as much as 35 percent over Ramadan according to a local media report. Advertising budgets in the UAE region have seen an increase over Ramadan as companies aimed to capitalize on a surge in online traffic, the report further said.
The increase in digital advertising — up by as much as 35 per cent — reflected an aggressive marketing strategy as brands targeted the online “mobile” consumer.
The research was based on selected websites before and during Ramadan, and they showed that traffic increased by 10 – 15 per cent and time spent online increased by 30 – 40 per cent.
A spokesperson for Global Media Insight, a digital advertising agency in Dubai according to local reports said:
“We witnessed a great push of online advertising campaigns in the lead up to Ramadan and it will continue over the Eid weekend.”
The spokesperson said there is always a huge push from the clients end during the start of Ramadan and continues until Eid.
Airlines and banks were among the most active of digital advertisers over Ramadan with many brands focusing on the social spectrum. Other popular campaigners were fast moving consumer goods such as electronics.
Telecom companies, travel services, hotels and get-away resorts and destination all witnessed a surge in online advertising over Ramadan, a spokesperson for Pan Arab Research Centre said.
“There has been also some advertising of charitable organisations so they are remembered during the holy month for donations and contributions,” the spokesperson said.
During Eid ofcourse, eCommerce portals are quite popular because of the traditional gift giving period. A spokesperson for the Pan Arab Research Centre said there is proof that digital advertising is cost-effective.
The production cost is low, the spokesperson said, and so are publishing rates in comparison to conventional media.
The online advertising trend is still growing in the UAE, a country with 70 per cent mobile penetration — the highest in the region.
Brands use to opt out of digital campaigns over Ramadan, because they it as a “waste of budget”.
The Pan Arab Research Centre spokesperson said digital advertising is increasing. Web advertising is gaining more interest, the spokesperson said, with advertisers finding new ways to target people online.