Ramadan is around the corner: a month of spirituality, down-time, and… a sweeps period for the ad world that is like a month-long Super Bowl extravaganza. Ramadan ad spots have traditionally presented an opportunity for advertisers and consumers to enjoy the most coveted advertising efforts of the year.
Going Digital
Digital media consumption in MENA has risen in the last few years, producing a unique evolution in entertainment patterns during Ramadan. While in previous years, local networks might have presented a few special Ramadan TV serials, now there are over 50 such series competing for viewers’ attention. But these shows aren’t only competing with each other. As digital literacy in the region goes up, the Internet has emerged as an increasingly popular source for entertainment, research and socializing, particularly during Ramadan when people have significantly more free time on their hands.
Brands such as Coca Cola have leveraged this knowledge of increased online activity during Ramadan to launch Ramadan YouTube campaigns to great success during the last two years. The progression of Ramadan-focused ads includes “Open Up, it’s Ramadan”, Coca Cola Open Up with Chef Badr in 2014 and the 2015 ad on removing labels during Ramadan that went viral globally. The themes focus on a spirit of giving, unity and community during the holy month.
Pepsi also handled Ramadan ad campaigns with care. Unlike other Pepsi campaigns, Ramadan over the years rolled out with a video only asset. A Pepsi representative said: “the content of the video touched on the family aspect of Ramadan, meaning our Ramadan campaign spoke to a wider target audience. We used YouTube as the number one reach platform for video. YouTube was also considered for its targeting capabilities ensuring relevance (like when we considered GP in 2015) to run on top 5% content for Ramadan.”
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Ramadan ad spots have traditionally presented an opportunity for advertisers and consumers to enjoy the most coveted advertising efforts of the year. In honor of the efforts behind creating memorable Ramadan ads in the spirit of giving and community, The Lantern is a new YouTube award that picks a winner determined by an algorithm based on engagement and views received by the holy month’s end.
The Lantern Award: The Most Engaging Ramadan Ads
In the spirit of celebrating creativity in connecting with consumers during Ramadan, YouTube will launch The Lantern, a new award for the most engaging Ramadan ad. The winning video will be determined by an algorithm based on engagement and views the ad will have received by the holy month’s end.
At the end of Ramadan, The Lantern award will be announced for the creative agency, media agency and advertiser behind the winning video. For questions contact google via email thelantern@google.com.
