INDUSTRY SNAPSHOT
HOW HAVE CONSUMERS CHANGED IN SAUDI ARABIA IN RECENT YEARS?
In the past few years, we have witnessed significant transformation in consumer behaviour in Saudi Arabia, driven by the increasing adoption of digital technologies. Consumers are now more digitally engaged than ever, with e-commerce and social media platforms becoming primary channels for shopping and communication. As a result, there is a growing demand for tailored and personalized experiences, as consumers place a greater emphasis on sustainability and ethical consumption. Recognising these changing dynamics, Dentsu has made significant investments in research through our proprietary audience insight platform called CCS. Through this platform, we gain deep insights into media connections and human motivations, providing us with a comprehensive understanding of the pulse of the market.
WHAT ARE CLIENTS ASKING FOR IN SAUDI ARABIA THAT’S NEW?
Clients in Saudi Arabia are increasingly looking for a media partner that can offer end-to-end solutions and a more comprehensive approach to marketing. Additionally, there is a growing focus on utilising data analytics to drive personalised experiences and measure campaign effectiveness in real-time. Our clients have high expectations for us to deliver a holistic and integrated media/digital marketing strategy that covers all relevant channels. Dentsu has focused on building agile capabilities to stay ahead of the curve and we invested in training and development for our team to ensure they possess the skills and expertise required to deliver innovative solutions to our clients.
WHERE DO YOU SEE THE BIGGEST POTENTIAL FOR GROWTH IN SAUDI?
We see significant potential for growth in Saudi Arabia’s digital landscape, particularly in the areas of e-commerce, social media, gaming and mobile advertising. The rise of digital technologies has opened up new opportunities for brands to engage with consumers and increase their market share. Additionally, there is a growing interest in emerging technologies such as AI and machine learning, which we believe will play a significant role in shaping the future of media/digital advertising.
WHAT ARE THE BIGGEST CHALLENGES YOU FACE IN THE KINGDOM?
One of the biggest challenges we face in KSA is the highly competitive market, which demands that we differentiate ourselves through innovative solutions and the ability to provide tailored services that meet clients’ evolving needs. Moreover, we must keep up with the rapid pace of change, which requires continuous investment in technology, talent and innovation.
HOW HAVE YOU CHANGED YOUR OFFERINGS TO REFLECT CHANGES IN SAUDI ARABIA?
We have diversified our offerings to provide end-to-end marketing solutions that cater to clients’ specific needs, launching both Dentsu Creative and Merkle in market to leverage the full capability stack locally. Being a part of a global network has enabled us to access best practices and emerging trends from around the world, allowing us to offer our clients the most innovative and impactful solutions. Over the past two years, our presence and influence have experienced substantial growth in the Kingdom, reflecting our commitment to effectively meet the evolving needs of this dynamic market.
Ahmad Haider, Managing Director, dentsu KSA
