HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?
The social media landscape in Saudi Arabia experienced shifts in user dynamics. For instance, YouTube’s ad reach was equivalent to 79 per cent of the nation’s total population early in the year. The Digital Content Council was formed to support Saudi Arabia’s digital content market, focusing on video, audio, electronic games, and digital advertising.
These developments indicate a strategic move towards creating a more digitally enabled and diversified economy in Saudi Arabia, aligning with the broader goals of Vision 2030.
WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?
Speakol, recognised as the premier content discovery and native advertising network in the MENA and GCC regions, has made notable strides in various areas in the past year. Speakol has established as a major platform in the region, serving over 13,500 publishers and advertisers.
The network includes 500+ publishers and is used by over 12,000 leading brands and advertisers in the GCC and MENA regions.
Speakol offers various advertising solutions like Native Widgets, Smartfeed, Video ads, and a Smart Engine using machine learning algorithms. These tools are designed to enhance user engagement, provide meaningful ad experiences, and boost the effectiveness of marketing campaigns.
The platform has achieved significant figures, such as 1.9 billion impressions, 10 million clicks, 2.2 billion page views, and 150 million unique monthly users.
With a focus on content and ads recommendation on top websites and apps, Speakol provides higher engagement across various ad formats, supporting goals like driving sales, generating leads, and creating awareness. Speakol’s predictive engine uses real-time data from millions of users to provide advertisers with precise information for campaign creation and management.
Our bidding system, which includes features like Maximum Bid, balances factors like Click-Through Rate (CTR) and Cost Per Click (CPC) / Cost Per Impression (CPM) to optimize ad placements and
campaign effectiveness.
WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?
Brands looking to accelerate their digital strategy in Saudi Arabia can consider several approaches to effectively engage with the local market. Saudi Arabia has a unique cultural and social landscape.
Brands should tailor their digital content and marketing strategies to align with local customs, traditions, and values.
With a high smartphone penetration rate in Saudi Arabia, a mobile-first approach is crucial. Brands should ensure their websites and digital platforms are optimised for mobile devices, offering seamless and responsive user experiences.
Social media platforms like X, Snapchat, and Instagram are extremely popular in Saudi Arabia. Brands should leverage these platforms for marketing, engaging with customers, and building community.
Brands should strengthen their online presence, develop user-friendly e-commerce platforms, and offer secure and diverse payment options. Localisation of e-commerce platforms, including language and currency, is also important.
Personalised marketing strategies can significantly impact consumer engagement. Use data analytics to understand consumer behaviour and preferences, and tailor content, offers, and products accordingly.
Utilise digital storytelling to connect with the audience emotionally.
Incorporate advanced technologies like AI, AR, and VR to offer innovative and interactive customer experiences. Collaborating with local influencers and celebrities can help in gaining trust and improving brand visibility.
-By Amir Harby, Deputy CEO, Speakol
