Home Centre has revealed the results of its connected TV (CTV) advertising Ramadan 2025 campaign in partnership with ThePubverse by ArabyAds.
The campaign focused on driving awareness for new product launches, engaging premium audiences in Saudi Arabia through immersive, tech-enabled experiences on the largest screen in the home.
As part of its Ramadan strategy, Home Centre leveraged ThePubverse’s exclusive home-screen placements on LG Connected TVs, delivering precise targeting and full-screen visibility to a premium female audience segment.
“We are committed to digital innovations. That’s exactly why we invested in Connected TV advertising and partnered with ThePubverse by ArabyAds,” said Akash Saxena, Senior Digital Marketing Manager at Home Centre.
To measure real-time campaign impact, a brand lift study (BLS) was deployed directly on CTV devices, capturing performance across key upper- and mid-funnel metrics.
“The niche audience targeting capabilities, premium home-screen experience with 100% brand safety, and deterministic BLS – Brand Lift Survey were uniquely offered and are a mark of impactful technology innovation in the advertising landscape,” Saxena said on the medium.
The campaign exceeded engagement benchmarks for CTV in the region, delivering a significant uplift across brand awareness (39 per cent), ad recall (37 per cent), and brand consideration (29 per cent).
“The results have been very encouraging, with a very good response from the market, and we look forward to more such initiatives,” Saxena said.
ArabyAds claims these results reinforce the role of CTV as a powerful medium for brand amplification during peak shopping seasons.
“Our collaboration with Home Centre during Ramadan 2025 demonstrates the power of Connected TV to elevate seasonal campaigns with precision and scale,” Ayman Haydar, CEO of ThePubverse by ArabyAds said.
“This campaign is a clear example of how CTV drives both engagement and brand lift,” Haydar added. “We’re proud to have partnered once again with Landmark Group and remain committed to redefining how brands connect with audiences across MENA.”
