When building a digital strategy for Ramadan, brands should aim to reach customers where they already are—across mobile devices and platforms.  For digital marketer it’s important to know when their audience is spending most of the time online to better target them

1. What Ramadan 2016/2017 has
taught us about Digital Content
Consumption in MENA?

2. According to Google data, during Ramadan
people watch more Videos, perform more
searches and access the internet on their
mobile devices more frequently.
The impact of Ramadan on consumers’ internet habits

3. Online video consumption is skyrocketing in
the Middle East, with consumers not only
watching more video than ever before, but
also choosing video content over all other
content types across different devices and
platforms.
The impact of Ramadan on consumers’ internet habits

4. In a population that is digitally
connected, on the move and incredibly
active on social media, for
Broadcasters and Traditional Media to
succeed in the digital world it's crucial
now to understand the consumer’s
online behavior in Ramadan
The impact of Ramadan on consumers’ internet habits

5. MENA continues to voraciously
watch video on YouTube and spend
even more time during Ramadan
watching longer videos and engaging
more with the content.
Ramadan is a period of changing
user behaviors on YouTube, with
notably significant increases in
engagement .
The impact of Ramadan on consumers’ internet habits

6. With the convergence of
mobile, video, and Facebook now viewing
itself as the alternative to TV!
A fresh perspective on how to unlock a
new opportunities to build, reach and
influence your audience.
The impact of Ramadan on consumers’ internet habits

7. Ramadan is the peak season for advertising
campaigns in the Middle East and Gulf region,
but there is a vast gap between where advertisers
spend their money, and where consumers spend their
time!
Brands continue to invest heavily in traditional
advertising channels during the holy month, despite
the fact that advertising costs skyrocket and chances
of making an impression plummet.
How can marketers reach out to consumers effectively during Ramadan?

8. Insights are always the basis of all
successful campaigns
When building a digital strategy for
Ramadan, brands should aim to reach
customers where they already are—
across mobile devices and platforms.
How can marketers reach out to consumers effectively during Ramadan?

9. Internet video to TV grew 50 percent in
2016. Internet video to TV will continue
to grow at a rapid pace, increasing 3.6-
fold by 2021.
Internet video-to-TV traffic will be 26
percent of consumer Internet video
traffic by 2021, up from 24 percent in
2016 “Cisco Study”
How can marketers reach out to consumers effectively during Ramadan?

10. Consumer Video-on-Demand (VoD) traffic
will nearly double by 2021. The amount of
VoD traffic in 2021 will be equivalent to 7.2
billion DVDs per month.
Content Delivery Network (CDN) traffic will
carry 71 percent of all Internet traffic by
2021. Seventy-one percent of all Internet
traffic will cross CDNs by 2021 globally, up
from 52 percent in 2016. “Cisco Study”
How can marketers reach out to consumers effectively during Ramadan?

11. From a distribution perspective, over-
the-top (OTT) services are witnessing
significant activity in high-bandwidth
GCC countries with the emergence of
pure-play providers.
Major TV networks are increasing their
premium online offerings while
international digitally-native services
such as Netflix & Amazon Prime are
expanding into the region.
How can marketers reach out to consumers effectively during Ramadan?

12. Broadcasters, cable television
networks and Traditional Media need
nowadays to survive the emergence of
online streaming should switch
to Online Video Platforms as viewers
are spending more time watching
digital video than ever before as per all
latest studies and statistics
How can marketers reach out to consumers effectively during Ramadan?

13. In order to continue generating traffic and
capturing consumer attention, brands are
going to have to keep up with the ever-
increasing demand for video content.
With Online Video Platform you can control
over your video assets, advertising and also
who can access the content and how, in other
words you can have full control over your
content.
How can marketers reach out to consumers effectively during Ramadan?

14. To get the most out of video content, videos
should be optimized for cross-device viewing,
especially on mobile.
Additionally, to further leverage a search
campaign, bidding on top Ramadan-related
keywords will help the brand appear as the
top placement.
How can marketers reach out to consumers effectively during Ramadan?

15. During Ramadan mobile becomes
the primary source to access online
content, with the popularity of
accessing and sharing videos taking
center stage now!
How can marketers reach out to consumers effectively during Ramadan?

16. In the digital age, marketing campaigns are
more effective when both offline and digital
media are integrated to communicate the
same message
For digital marketer it’s important to know
when their audience is spending most of the
time online to better target them
Understanding the consumer’s online behavior in Ramadan

17. Facebook, Twitter, Instagram and
YouTube are highly popular social media
platforms across the Middle East, which
has some of the highest use rates in the
world
Understanding the consumer’s online behavior in Ramadan

18. Facebook accounted for the lion’s
share of total social media users.
More than one billion now people
use Facebook every day
Understanding the consumer’s online behavior in Ramadan

19. Ramadan is the Month of Mobile
on Facebook.
As multi-screening is the top
trend in MENA, Facebook is the
second screen when watching TV
Understanding Social Media behavior in Ramadan

20. 90% of Facebook daily active users access it
via mobile.
During Ramadan, people are most often to be
found on their smartphone, posting and
sharing images and videos
Understanding Social Media behavior in Ramadan

21. Facebook has released a new
report on how people share their
Ramadan experiences, find inspiration,
and discuss their passions on the
platform during the holy month
Marketers should seize this
opportunity to manage ad spends so
they can reach the widest audience.
Understanding Social Media behavior in Ramadan

22. The creative nature of Instagram makes
it the perfect place to inspire people!
More than 150 millions use Instagram
Stories daily, while one-third of the
most viewed stories are from
businesses, that’s a great opportunity
for advertisers for awareness Campaigns
Understanding Social Media behavior in Ramadan

23. During Ramadan mobile becomes the
primary source to access online content, with
the popularity of accessing and sharing
videos taking center stage.
YouTube is favored by brands running
campaigns to coincide with the increasing
popularity of videos capturing the attention
of consumers
Understanding Social Media behavior in Ramadan

24. Twitter announced that tweets related to
Ramadan 2016, were viewed more than 10.7
billion times, up from 8.4 billion in Ramadan
2015.
There were more than 7.1 million tweets
about television shows and series related to
Ramadan during the Holy Month in 2016.
Understanding Social Media behavior in Ramadan

25. On Twitter, live conversations during the holy
month of Ramadan comes to life for Muslims
across the world.
It’s the time of year when people connect
with one another regardless of location or
language, over mutually shared values and
interests; from information on fasting, to
learning how to lend a hand to those in need.
Understanding Social Media behavior in Ramadan

26. • Themed emojis
• Exclusive Ramadan Q&As will take place
with celebrities and experts across the
region
• The first ever Ramadan-themed live 360
videos will take place on Twitter by
multiple broadcasters; showcasing the
spirit of Ramadan through an immersive
experience
• As for TV, a Ramadan mini-series, live
episodes and behind the scenes content
that will be shared on Twitter
This year, Twitter rolled out various
initiatives to help create a more fulfilling
Ramadan experience for everyone on
Twitter:
Understanding Social Media behavior in Ramadan

27. In the Middle East, Twitter Launched the first
Ramadan TV guide bot on Twitter. Ramadan
TV viewers can send a Direct Message to the
Arabic entertainment news
portal @FilFan that will automatically display
a variety of categories to choose from;
‘Channels’, ‘Series’, ‘TV shows’ and ‘Now
showing’.
Understanding Social Media behavior in Ramadan

28. How To Measure Online Campaign’s Performance In Ramadan
Important areas to assess include:
• Brand awareness: how many
people know about the brand
thanks to the ad?
• Ad recall: how many viewers
remember seeing the ad?
• Favorability: how well liked is the
brand?
• Consideration: which brand
would a viewer of an ad aspire to
purchase?
• Purchase intent: which brand
would a viewer purchase?

29. Which is a great step for working towards
understanding the consumer behavior
online and sustaining their revenue, Such
as
• Shahid by MBC
• Osn GO, by Osn
• BEIN Connect , by BEIN Sports
• Mago Tv by Al Nahar
• Vodafonetv by Vodafone Egypt
• My Drama by Orange Egypt
Traditional media platforms and broadcasters in MENA are
switching to their own Online video platforms
In the past years some broadcasters & Telco
operators in MENA are launching their own
branded VOD platforms

30. Sources used in this report:
Think with Google
We are social
Twitter Blog
Facebook Business Ramadan insights 2017
Statista
Cisco
Sources

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33. Thank You
Ramadan Karim