TECH MEETS TRADITION IN THE MIDDLE EAST AS 76% OF CONSUMERS SAY TECHNOLOGY IS INTEGRAL DURING RAMADAN
Research by The Trade Desk reveals the prominent role of media during Ramadan and the omnichannel advertising opportunities to reach a multi-screen audience.
New research by global advertising technology leader The Trade Desk highlights the holy month of Ramadan as a key cultural moment where technology and advertising meets family connections and traditions. The study conducted across the UAE, Saudi Arabia and Egypt reveals that 88 percent of respondents prioritise family time above all else during the holy month, while 76 percent view technology as an integral part of Ramadan.
The research reveals a surge in media consumption during Ramadan with connected TV (CTV) emerging as the leading platform and overtaking linear TV. Over half of respondents (56 percent) will spend more time streaming content on CTV during the holy month than at other times of the year, compared to 48 percent who watch more traditional TV. This points to the role of TV as a social hub, where shared content fosters deeper connections, with CTV offering personalised, on-demand experiences that resonate with audiences.
The study also reflects how media consumption aligns with the rhythms of Ramadan, with CTV and linear TV playing equally significant roles after Iftar and into the early morning, while audio remains a consistent medium throughout the day. The findings uncover strong opportunities for brands as most respondents report paying closer attention to ads during Ramadan. However, with 92 percent of consumers emphasising the importance of brands aligning with the spirit of Ramadan, culturally mindful advertising is essential.
The data also shows the effectiveness of connecting with audiences across multiple channels and devices during Ramadan. According to global research by The Trade Desk in partnership with PA Consulting and Brainsights, omnichannel campaigns are 1.5x more persuasive and 2.2x less fatiguing than disconnected campaigns.
Consumer spend is also expected to significantly rise in 2025 compared to last year, with respondents signalling increased expenditure across key categories during the holy month. Notably, 61 percent plan to spend more on travel, while 68 percent intend on spending more on luxury goods this year. Over half of those surveyed expect to increase their budgets for food and beverages, with fresh staples such as milk, fish and meat seeing the largest projected growth.
