Research by The Trade Desk highlights the significant role of media during Ramadan and the growing influence of Connected TV (CTV) as the leading platform, surpassing traditional linear TV. The study conducted across the UAE, Saudi Arabia, and Egypt reveals that 56% of respondents plan to stream more content on CTV during Ramadan, with only 48% opting for traditional TV. This shift underscores the growing role of TV as a social hub, offering personalized, on-demand content that resonates with audiences during the holy month.
The report shows that both CTV and linear TV see peak engagement after Iftar and into the early morning, with audio remaining a steady presence throughout the day. The findings also suggest that consumers are more receptive to advertisements during Ramadan, with 92% of respondents emphasizing the importance of brands aligning with the spirit of the month. Omnichannel campaigns are also shown to be significantly more persuasive and less fatiguing compared to single-channel campaigns, with the ability to reach audiences across multiple touchpoints.
Terry Kane, Managing Director for the Middle East & Africa at The Trade Desk, highlighted the importance of understanding shifting consumer patterns and using digital channels to reach audiences precisely where they spend their time during Ramadan. The study’s findings stress the need for culturally aligned, data-driven advertising strategies to maximize brand impact during this key period.
In addition, the research points to an expected rise in consumer spending in 2025, particularly in travel, luxury goods, and food, with a focus on fresh staples. Brands aiming to engage with consumers during Ramadan are encouraged to implement thoughtful, strategic campaigns that reflect the unique cultural significance of the month.
