Ramadan is the most important season for many marketers, but the quality of advertising and media around the holy month often failed to reflect that. Then Covid-19 came along and reminded the industry as well as everyone else what Ramadan is really about. It’s about connections, caring and concern for others. The cliches have been swept aside as brands have rediscovered their purpose and new ways to express it using traditional media and new technologies. Campaign’s Breakfast Briefing, Ramadan Advertising, looks at how old and new media and brand messaging comes together during the holy month to get real results for authentic brands.
Join us for insights, debate and networking.
Campaign Breakfast Briefing: Ramadan Advertising – How brands can engage and interact better
Venue: Westin Mina Seyahi, Opposite Dubai Media City (Google map link)
Date: Thursday | March 10
Time: 8 – 11am
08:15am: Registration & Breakfast
09:00am: Chair’s opening remarks – Introduction to the topic by Austyn Allison, Editor at Campaign Middle East.
09:05am: Keynote Topic on The growing appetite for content during Ramadan, by Ipsos’ Omar Shehadeh, Media Research, UAE.
Ipsos will tackle the changing behaviors and trends in viewers’ consumption of the media landscape, looking through the different media formats of OTT, Social Media and Linear TV. The speaker will be presenting some of the key changes in media that is witnessable in consumers’ day to day lives during Ramadan.
09:20am: Panel 1: Get with the programme: Ramadan TV content and consumption
In 2020, although Covid-19 kept the world indoors, many advertisers curbed their Ramadan TV budgets amid global uncertainty. Under newly imposed lockdowns, quality content was hard to produce too. By 2021, brands and broadcasters alike were prepared. New, pandemic strategies emerged, and quality content from media and advertisers brought television back to the fore. But what will 2022 bring? How will consumers use television and how will the industry continue to surf the wave of innovation on TV, how will brands capitalise on this and how will broadcasters help them.
Join a panel including MBC Media Solutions’ Michel Joumaa, Campaign’s Austyn Allison along with other industry heads as we look at this Ramadan’s consumption habits and what they will mean for content strategy on television.
Moderator: Austyn Allison, Editor at Campaign Middle East
Michel Joumaa, Senior Commercial Manager at MBC Media Solutions
Julien Trad, Group Account Director at Wavemaker
Mahmoud Maghraby, Regional Media Director MiddleEast & Africa at Mars Wrigley.
10:05am: Panel 2: Ramadan on demand: the growing role of OTT video
With global and regional viewers increasingly tuning-in to digital OTT platforms versus digital cable or pay-per-view, this insightful one-on-one fire side chat with Rohit D’Silva (ViU’s Chief Business Officer) will trace the evolution of OTT and explore its growing significance within the media mix. Don’t miss out on some exciting views as Campaign’s very own Austyn Alison navigates the discussion through an essential assortment of topics including, where does OTT fit in with regards to “traditional” TV? What content will be consumed during Ramadan and why is original content so crucial to success?
Austyn Allison, Editor at Campaign Middle East
Rohit D’Silva, Chief Business Officer, Middle East & South Africa at Viu Middle East FZ-LLC.
11:00am: Closing comments
Austyn Allison | Editor, Campaign Middle East
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