For years, many marketers have scaled back during summer in the GCC, assuming audiences are elsewhere and media effectiveness drops. Platformance’s new report suggests that view may be out of date.
The report, titled “Stay, Spend, Scale: From Summer Slump to Growth Surge,” draws on recent data from YouGov, TikTok and Platformance’s own performance marketing arm, Calibrate Commerce. It outlines how shifts in resident behaviour and media dynamics now position summer as an underused window for brands ready to act.
What the Data Shows
Around 70 percent of residents in the UAE and Saudi Arabia plan to remain in country this summer
High earners and families are more likely to stay than leave
Cost PerLeads fall by up to 20 percent in early summer, with improved conversion rates and lower media noise
Spending is shifting indoors and online, particularly around wellness, entertainment and digital first retail
From Perception to Possibility
The report encourages marketers to approach the season with fresh eyes, supported by a clear action plan.
Platformance recommends brands:
Build campaigns that move from brand to performance across the funnel
Experiment with new formats such as CTV, gaming and shoppable video while costs are lower
Lean into Arabic first creative and culturally aware storytelling
Track business outcomes, not just media activity
Why Platformance Built This
Platformance is designed to help brands grow in ways that are measurable, regionally tuned and commercially accountable. This report reflects that thinking. Grounded in data, shaped by ongoing performance insight, and meant to support brands looking to move early and grow steadily.
Download the full report here
