The winning brands this Ramadan will launch fast, test fast, learn fast, refresh content before fatigue hits, and keep one strong idea consistent across formats. And here’s the reality: AI is now part of that speed.
By Tareq Al Masri
Ramadan used to be a budget game. Big spenders showed up. Owned the screens. Won the season. But in 2026? Ramadan is no longer won by the biggest budget. It’s won by the brand that earns attention. Because Ramadan is crowded. Everyone is posting. Everyone is boosting. Everyone is running “Ramadan Kareem” messaging.
And when everything looks the same, even the biggest campaign can disappear. I’ve seen it happen more than once: Smaller brand. Smaller budget. One sharp idea. One execution that feels relevant. Boom! People share it everywhere! Big brand. Big budget. Full channel coverage. But nothing sticks, because it blends into the clutter.
Here’s what changed: people don’t consume media in one place anymore. Ramadan today is TV in the background, TikTok and socials in the hand, VOD on the big screen, content creators or influencers shaping what people talk about, and attention switching every few seconds.
So no, it’s not just “TV vs social” anymore. It’s scroll + stream + share. And honestly? VOD is becoming the most underrated Ramadan move. VOD is where premium attention is going. But the brands that win aren’t just “running VOD.”
They’re building VOD native content: hooks faster, branding earlier, stories shorter, built for how people actually watch now. If you run TV edits on VOD, you might get impressions, but you’ll lose attention.
The 2026 advantage is not more media. It’s more agility. The winning brands this Ramadan will: launch fast, test fast, learn fast, refresh content before fatigue hits, and keep one strong idea consistent across formats. And here’s the reality: AI is now part of that speed.
AI helps brands move faster than ever with quicker content variations and cutdowns, faster insight generation, smarter optimization signals, and quicker decision-making loop. Ramadan doesn’t reward perfection. It rewards momentum.
My Ramadan 2026 Take: Don’t ask: “How much can we spend?” Ask: “What will people actually care to share?” Because in today’s GCC market, reach is rented. Attention is earned.
Oh, and one more thing before I let you guys go, the seasonal calendar is shifting fast. Ramadan is moving earlier and we’re heading toward years where Ramadan and Christmas overlap. When peak seasons collide, brands won’t just compete harder. They’ll compete at the same time.
That’s why the future of Ramadan planning isn’t about bigger budgets. It’s about clarity, agility, and relevance from all sides: client, media, and ad agency!
Let’s put our previous learning and new tech AI into use and get ready for the big campaigns in 2033. What’s your bet for this Ramadan: VOD, creators, Social, TV, or all of the above?
(Tareq Masri is Account Manager at Mediaplus Middle East)
