Digital consumption in Saudi Arabia is surging, positioning the country as an emerging powerhouse in the digital video sector. With a significant portion of the population embracing streaming platforms and smart TVs, CTV offers a direct avenue to engage with audiences in their living rooms.
As we navigate the digital realm, particularly within the dynamic landscape of Saudi Arabia, the surge in CTV adoption and shift in consumer behaviour underscores the importance of incorporating it into omnichannel marketing strategies to create a seamless brand experience across multiple touchpoints.
By leveraging its power, brands can amplify their presence, drive engagement, and forge stronger connections with Saudi audiences, ultimately enhancing their marketing effectiveness in the digital age.
How can CTV elevate brand presence?
Integrating CTV into your brand’s omnichannel marketing strategy can be a game-changer as it bridges the gap between traditional television’s expansive reach and digital advertising’s precise targeting capabilities. It combines the best of both worlds, creating a perfect blend of widespread visibility and precise audience engagement in an entirely new way. Through its immersive user engagement and robust measurement capabilities, CTV enables brands to delve into user interests and preferences, breathing life into their brand’s storytelling.
This personalised approach ensures that every brand message resonates authentically with viewers using comprehensive targeting options like geography, screen size, context and more to ensure campaign success with heightened viewer engagement and conversion rates.
Secondly, safeguarding consumer privacy has also become paramount and presents a formidable challenge for advertisers aiming to sustain a secure yet impactful omnipresence in the marketplace.
CTV ensures ads are displayed in environments that harmonise with viewers’ preferences – be they tailored to specific programmes or content. It’s not just about reaching audiences; it’s about doing so respectfully to foster a safe and secure viewing experience free from any associations with inappropriate content.
For instance, consider a scenario where a football fan, deeply engaged in streaming a game, comes across an advertisement for sports apparel and merchandise. As they watch, they find themselves captivated by the products, feeling a strong connection with the brand.
Here, the seamless integration is facilitated by the invaluable understanding of the audiences acquired from advanced analytical reports that help ads become less intrusive and more like helpful suggestions to viewers.
These reports not only measure viewer engagement but also offer predictive analytics into shifts in consumer behaviour, empowering brands to anticipate trends and fine-tune their strategies to secure a competitive edge in the marketplace.
On the other hand, CTV’s frequency targeting allows them to target audiences within a set frequency period across devices to avoid overwhelming viewers with too many ads. Also, by ensuring that every touchpoint reinforces brand recall, it delivers a consistent message to consumers and leads to an effective ad campaign for brands that leaves a lasting impact on the audience.
Incorporating CTV into the brand marketing mix can help your brand stand out with a market-efficient ad campaign and drive meaningful results.
By harnessing its dynamic capabilities, brands can elevate the effectiveness of their omnichannel campaigns and stay ahead of the curve in advertising innovation. This strategic approach also helps unlock untapped market potential and enables brands to make a lasting impact.
By Gagan Uppal, Country Head MENA at Xapads
