The campaign, conducted across Landmark Group’s Centrepoint, Babyshop and Home Centre platforms, generated over 847,000 impressions by targeting parents shopping in family and baby categories.
Kabrita Goat Milk has reached more than 208,000 parents in the United Arab Emirates through a retail media campaign run by Yango Ads, highlighting how data-driven advertising inside e-commerce platforms is gaining traction among niche consumer brands in the Gulf.
The campaign, conducted across Landmark Group’s Centrepoint, Babyshop and Home Centre platforms, generated over 847,000 impressions by targeting parents shopping in family and baby categories, according to figures released by the companies on Monday.
Retail media—advertising placed directly within online shopping environments—has been expanding rapidly in the Middle East as digital commerce accelerates.
Daily online shopping activity in the region has risen 139 percent since 2020, industry data shows, with families increasingly relying on digital channels for essential purchases.
Kabrita, which produces goat-milk-based baby formula in the Netherlands, said the campaign aimed to build brand awareness and trust by reaching parents while they were actively browsing family-focused retail platforms.
Rather than using broad demographic targeting, the campaign relied on anonymized first-party data and real-time browsing and purchase signals to identify high-intent shoppers.
“Retail media allows brands to appear at the digital shelf, where decisions are actually being made,” said Jackie Ghazi, business development director at Yango Ads, adding that contextual placement inside retail platforms offered both scale and brand safety.
Yango Ads used data from Landmark Group’s retail ecosystem to target parents exploring baby and household categories, with advertising creatives delivered in both Arabic and English to reflect the UAE’s diverse consumer base.
Kabrita said the approach helped position its products earlier in the parenting journey, particularly among families seeking alternative nutrition options for infants.
“Appearing within family-focused platforms allowed us to connect with parents naturally and efficiently,” said Dafne Perez, Kabrita’s marketing director.
Retail media spending has been rising globally, and marketers in the Middle East are increasingly viewing it as a way to reach verified shoppers at the point of purchase, particularly for specialist and premium brands competing in crowded categories.
