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posted on Feb. 11, 2025 at 12:40 pmFeb 11, 2025

How are consumers aged 13-49 viewing videos in Saudi Arabia?

posted on Feb. 11, 2025 at 12:40 pmFeb 11, 2025

Exposure to both small and big screen videos resulted in more than 6 per cent increase in brand favourability and more than 7 per cent in purchase intent, highlighting the need for a dual-screen approach to advertising.

Valuable insights about how consumers are viewing videos on small screens (mobile) and big screens (television) are reshaping the advertising landscape in Saudi Arabia were revealed at a recent event in Riyadh.

The insights were drawn from a comprehensive study conducted by Dentsu, in collaboration with Snapchat and Kantar, which surveyed more than 1,000 Snapchat users aged 13-49 in KSA, revealing critical trends in video consumption.
By leveraging advanced methodologies, including biometric analysis, this research underscored the rising prominence of small screens as the primary platform for video consumption.

Implications for marketers
As the video landscape evolves, marketers must optimi

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Tags:Attention attention metrics big screens biometric analysis brand awareness brand favourability consideration Dentsu Insights intent Kantar mobile devices motivations platforms preferences purchase intent recommendation research Saudi Arabia Saudi consumers screens small screens Snapchat video consumption video platforms

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.