With over 14,000 products, Home Centre is in homes across the region. Showcasing every single item in individual ads would be an enormous (and expensive) challenge. But ever since noticing that countless ads from across the Middle East already feature their products, Home Centre found a workaround: Instead of making new ads, let’s use the ones that already exist––quite literally taking what’s theirs and making it Home Centre’s. 

The campaign, created by Publicis Middle East, identifies commercials from other brands where Home Centre furniture and accessories make an appearance. Then, with strategically targeted YouTube pre-rolls, Home Centre steals the attention, letting viewers know its products are featured in the next ad they’re about to watch, acting as a cheeky hijack of other brands’ time, effort, and money spent. Their production, their budgets, their media, their audience, is now Home Centre’s spotlight. 

Call it an unintentional collab or production value robbery––ads from all over the region have transformed into Home Centre’s product catalogue. But the brands behind these ads did not go unappreciated. Every time Home Centre hijacked an ad, it also tipped its hat with messages such as “This ad may not sell this table. But the next one will.” –– acting as playful thank-yous to credit where it was due.

But the message goes deeper. For a brand often perceived as the quieter alternative to certain big-name competitors, ‘There We Are’ is also a declaration of presence against Swedish giants. And sometimes, all it takes is spotting what’s yours and saying, There We Are.

1. Hacking the Algorithm

The specifics of TikTok's algorithm are constantly evolving, but we prioritize a few key elements:

• Visual Appeal: The UAE market values aesthetics and thrives on beauty, so ensure your visuals are stunning, showcasing the vibrant colors and textures that define Emirati culture.

• First Seconds Matter: Attention spans are short on TikTok. Start your videos with a bang – a surprising fact, a relatable question, a hilarious skit. Utilize 'clickbait' techniques ("escape the UAE-heat!") but deliver on the promise. Remember, humor is a universal language, so don't be afraid to inject some lighthearted fun.

Flowwow's UGC content: @sasha_reynolds

• Keep it Short: Gen Z favors short content. We keep videos between 15-40 seconds, optimizing for clip-based thinking and avoiding overlong narratives.

• Hashtag Expertise: Capitalizing on relevant hashtags increases discoverability. We utilize trending hashtags and those specific to the UAE market.

• Inclusivity Through Subtitles: Not everyone watches with sound. We integrate subtitles to ensure inclusivity and maximize viewership.

2. Evoking Emotions, Not Just Likes

We go beyond simply adhering to the algorithm's preferences. Continuous brainstorming, distinct style, innovations, and unique content that stands out from the crowd – these are our guiding principles. 

Selling flowers is about celebrating life's special moments. Our videos tap into this by sparking positive emotions – from the joy of receiving a surprise bouquet to the heartwarming sentiment of a birthday gift. We avoid overly promotional content, focusing on stories that resonate with viewers.

For instance, this UGC video by @ginkrook scored 15.4K views. Our client in Dubai received a surprise flower delivery from us, ordered by her sister who recently moved to Kuwait. Our fresh, beautiful blooms brightened her day and served as a heartwarming reminder of their bond. This story exemplifies Flowwow's seamless delivery service, even across international borders, and its ability to create lasting connections through the power of flowers.

Flowwow's emotional UGC content: @ginkrook

3. Embracing Collaborations

Facts and figures are fine, but stories stick. Craft engaging narratives that weave in your product or service. Remember, storytelling is personal. Let your UGC creators share their experiences and emotions, building trust with the audience. Intriguing narrative structures guide viewers past the first few seconds – ads intended to make users curious keep them watching 1.4x longer.

Gen Z responds more positively to the authenticity of UGC compared to staged, polished visuals, especially when partnering with local UGC creators who embody the Emirati spirit. Further solidifying this point, Flowwow's case study demonstrates a 4-5x increase in social media engagement when utilizing UGC content. 

Flowwow's UGC content: @callmeshadss

4. Adding Value

Gen Z wants information, but they want it delivered in a way that's fun and engaging. Focus on 'edutainment' – content that educates while entertaining. For instance, during our Peonymania season, we created several videos and posts, sharing diverse tips on enhancing peony experience. People love to share valuable tips, so make sure your content is easily digestible and worth saving. Think 'FOMO' – create a sense of urgency with exclusive tips or limited-time offers.

Example of edutainment on Flowwow’s TikTok

5. Cultivating Long-Term Influencer Partnerships 

Building long-term partnerships with influencers offers several advantages. Firstly, it allows them to delve deeper into your brand story and showcase its unique offerings. Secondly, you bypass the unpredictable algorithms of social media platforms. When influencers use your product or service regularly over time, their endorsement feels more genuine and resonates better with their audience. The UAE market presents its own set of nuances, as influencer marketing is still in its early stages here. One of the big advantages of micro-influencers is their high engagement rate thanks to their smaller follower base. The real magic lies in creating our authentic content – live videos directly from Gen Z influencers to their Gen Z audience.

Another benefit of working with micro-influencers is their ability to jump on trends quickly. Since TikTok trends shift about once a week, micro-influencers can adapt easily and stay flexible. This allows you to create trending campaigns with them, unlike bigger influencers who might require scripts and budgets locked in months in advance.

Image Source: Flowwow via Tiktok

We reacted quickly to this then-trending music (above), and the result was 1,945 likes on our growing account!

Communication is key, so prioritize clear and concise interactions to build strong relationships.

Yes, that makes sense grammatically. Here's a slightly refined version for clarity and flow:

Capturing Gen Z's attention on TikTok requires a blend of attractive visuals, authentic storytelling, and strategic collaborations. By leveraging these elements, you can effectively engage your audience, ensuring lasting impact and relevance in the UAE's vibrant social media landscape.

The report's key findings indicate that just 2% of ad variations command 68% of marketing spend, with 90% of advertising spending concentrated on just 10% of these ads. This happens when media sources automatically identify ads with the best engagement and direct the spend to those few ads. To pinpoint the elusive 'creative winner' that captivates potential customers and drives action, marketers must typically test upwards of 50 variations. The report also uncovers a paradox: advertisements adept at securing app downloads don't necessarily foster long-term user engagement. In fact, a higher download rate may signal lower user loyalty, underscoring a tendency for consumers to act on impulse without committing for the long haul.

“It is no secret that this has been a year of change from previous standards and best practices for creative and marketing teams,” said Shani Rosenfelder, Director of Market Insights at AppsFlyer. “As businesses drive increased collaboration across their organizations, they have turned to new technologies, strategies, and interconnected data-driven insights to fuel growth. The proliferation of AI has enabled teams not only to create more ad variations than ever, but also to measure them effectively and optimize accordingly. With only one-in-fifty ads being a 'winner', and ad fatigue inevitably setting in when consumers see them over and over, it’s a never-ending cycle. That’s why it’s crucial that teams leverage AI and other technologies to ramp up their production, measurement, and optimization to remain competitive.”

Analysis from the report found that no one scene type will excel uniformly across all platforms and that the need for marketers to understand each channel’s unique audience and context before generating new content is crucial.

When delving into the realm of gaming ads on social platforms, the report shows that lengthier video ads — those exceeding 15 seconds — are associated with heightened long-term loyalty and retention. User-generated content (UGC) on social platforms, showcasing real people engaging with apps and describing the experience, emerges as a particularly influential ad format. These content types on social platforms offer consumers a thorough preview of the gaming experience, leaving less room for surprise, and fostering a stronger bond between user and app, aligning with social media users' preference for genuine, immersive, and relatable content that integrates seamlessly into their scrolling experience.

“Automation is revolutionizing user-generated content (UGC) by empowering everyday users with innovative storytelling tools,” said Liraz Dvora Head of Creative, Global Gaming at TikTok. "Creators are increasingly adopting automated voiceover tools, setting the stage for a new wave in pop culture,” she added.

Conversely, on ad networks outside of social media, the trends differ when it comes to users playing another game and watching rewarded video ads in return for digital currency or in-game extras. For gaming apps, animated ads that replicate gameplay show 26% higher ad engagement than ads using UGC or real-life footage. For non-gaming apps, ads that incorporate real-life footage see a 15% higher rate of engagement than animated ads.

Overall, the report showcases how performance and growth marketers are working closely with creative counterparts to develop the content that will work for each platform — both in the time and the type of visuals that are created.

“Strong creative assets are the foundation of successful campaigns,” said Dana Shaviv, UA Technical Lead – Social at SciPlay, a developer and publisher of digital and mobile games. “They grab attention and drive engagement. But great ideas need a plan. Integrating content creation with strategy, while considering trends and brand originality, is key. This approach will also foster a symbiotic relationship and more collaboration between marketing campaign managers and creative teams.”

Other key takeaways from the report include:

• The necessity of variety in ad creatives, with only 1 in 50 ads being a 'winner.'
• Matching ad creatives with the appropriate platform, leveraging AI to optimize ad placement and recognizing that an ad's performance can vary significantly across mediums.
• Ads for hypercasual games (known for their simplicity and quick playthroughs) tend to be the strongest gaming genre for attracting new downloads, with about 48 app downloads for every thousand ad impressions or views.
• The vital role of AI in granular analysis, enabling optimization of thousands of variations for a competitive advantage.
• Setting realistic expectations based on your industry vertical and comparable engagement patterns.
• Balancing app install rates with user retention, optimizing both low and high cost-per-install (CPI) and average revenue per user (ARPU) strategies for maximum return on ad spend (ROAS).

Unveiling the Audience: Big Data Powers Segmentation and Persona Development

Understanding the target audience is important; it is the bedrock of a successful advertising campaign. A comprehensive understanding of the target market, derived from analyzing extensive customer data sets, including demographics, online behavior, past purchase history, and interests, enables creative professionals to create content that truly resonates with their audience. Personalized experiences, as highlighted in a report by Epsilon, have a significant impact on consumer behavior. 80% of consumers are more likely to purchase when brands offer personalized experiences, while 52% are likely to switch brands if communication is not personalized.

Beyond Demographics: Unlocking Emotional Connections with Psychographic Data

Demographic data is insightful, but big data offers a deeper understanding. Psychographic data, which delves into customer attitudes, values, and lifestyles, provides a richer context. Uncovering the emotions and aspirations that drive consumer behavior is important to driving impactful advertising experiences and resonating more with audiences. This can be achieved by analyzing social media behavior, online searches, and content consumption.

The deeper the understanding of the audience, the deeper the connection with them. Today's customers expect a personalized experience when interacting with a brand, with 71% expecting it every time and 76% expressing frustration when they do not get it, according to McKinsey. Personalization is all about understanding customers' needs and preferences and leveraging that understanding to deliver more relevant products, services, and experiences. According to Accenture, 91% of consumers are more likely to shop with brands that remember them and send them relevant offers.

For instance, a sportswear brand might analyze social media conversations to understand the emotional drivers behind fitness trends. This data could reveal that a segment of their target audience is motivated by a desire for community and self-improvement rather than just weight loss. Using this insight, the brand could create an ad campaign focusing on the camaraderie and mental well-being benefits of fitness instead of simply showcasing weight loss results.

A/B Testing: The Data-Driven Playground for Creative Exploration

Understanding the audience is one of many important factors. Continuous optimization keeps the ball rolling for advertising professionals. When the role of A/B testing kicks in, advertisers can compare different creatives and test various elements such as headlines, images, calls-to-action, and even entire ad formats to maximize the reach of their campaign. This process enables continual refinement and improvement. As per ZipDo Essential A/B Testing Statistics, 70% of marketers believe that A/B testing is essential to boost conversion rates.

A/B testing allows room for creative exploration and freedom. Fueled by data-driven insights, advertisers can test different storytelling approaches, visual styles, and messaging concepts. A study by HubSpot revealed that companies that conduct A/B testing on their email campaigns experience an average 14.31% increase in email click-through rates. Additionally, an ad campaign promoting a new smartphone could use A/B testing to compare headlines, visuals, and call-to-action phrases. By analyzing user engagement metrics like click-through and conversion rates, advertisers can identify the most effective creative elements and optimize the campaign for maximum impact.

The Power of Personalisation: Tailoring the Message to the Individual

Adverts no longer take a one-size-fits-all approach. In the ever-changing advertising landscape, they must tailor messages to meet the needs of their audiences by leveraging customer data and past interactions. According to a study by Coniq, 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. By harnessing the power of big data, advertisers can deliver tailored messages that resonate with consumers, driving engagement and loyalty.

Fueling Innovation and Enhancing Campaign Effectiveness

Integrating big data and creativity has enhanced the overall effectiveness of advertising campaigns. According to the Gitnux Marketdata Report 2024, companies prioritizing data-driven marketing are six times more likely to be profitable.

The Future of Advertising: A Symbiotic Dance of Data and Creativity

Big data has emerged as a game-changer and powerful tool, providing insights that fuel creative development, inform campaign strategies, and optimize delivery. This allows creatives to push the boundaries, explore innovative storytelling techniques, and craft impactful campaigns that resonate with their target audience.

By partnering with Ad Net Zero, the ABG aims to help the advertising industry contribute to the UAE's net-zero goals and promote responsible consumption and production. The launch of the chapter will serve as the regional hub for MENA and is a decisive move toward shaping a more sustainable future for the advertising industry in the region.

Ad Net Zero is set to launch in the UAE with its founding supporters Google, META, Unilever, Group M, MCN, Dentsu, Publicis Groupe, and Omnicom Media Group, all taking the lead in sustainable leadership and adding to the wider list of ANZ global supporters. This commitment underscores the industry's dedication to pioneering responsible advertising standards and shaping a sustainable future.

Commenting on the milestone Khaled AlShehhi, Executive Director of Marketing and Communication, UAE Government Media Office, stated, "With 2023 and 2024 declared as the Years of Sustainability by the UAE President, His Highness Sheikh Mohamed bin Zayed Al Nahyan, and the successful culmination of COP28 in Dubai, the message is clear: Sustainability is not optional. The UAE proudly launches Ad Net Zero, marking a pivotal moment in our journey towards sustainability. This initiative, a project close to my professional journey in the UAE, is not just a response to a global climate emergency; it is a bold statement of our commitment in the advertising industry. Ad Net Zero empowers us to leverage our industry's unique influence to drive meaningful change. With this launch of Ad Net Zero, it's imperative to remember that everyone has a crucial part to play. This isn't just an initiative for the advertising industry; it's a universal call to action. Every individual, business, and sector can make impactful contributions toward our sustainable future. Let's unite in this vital effort."

Sebastian Munden, Chair of Ad Net Zero, said, “We are pleased to see the reach of Ad Net Zero grow with the launch of the UAE Chapter, which will act as the regional hub for MENA. It takes motivated people across the sectors to get momentum for launch. The ABG’s public commitment to a more sustainable future in advertising is a vital step and connects them to the global community and the Ad Net Zero tools to help facilitate this outcome.

“Motivating citizen behaviour change at scale was a topic that came up in many discussions I was part of at COP 28 in Dubai. A more sustainable and globally connected approach, from how ads are made to what they promote, can only be a good thing. There's no time to lose."

The ABG recently unveiled its sustainability agenda that aims to empower the industry to take direct action and reduce its negative impact from both advertising emissions and content. The agenda focuses on building a more sustainable sector through emissions reduction, closing the industry-wide sustainability knowledge and skills gap, and empowering the industry to combat greenwashing practices.

Leyal Eskin, Vice President, Head of Personal Care Business GCC Countries at Unilever and Chair of Advertising Business Group commented, “The Advertising Business Group’s (ABG) alliance with Ad Net Zero marks a pivotal moment in driving environmental sustainability for the UAE advertising industry and supports the UAE’s Net Zero commitment. This collaboration is a testament to ABG's overall commitment to driving responsible advertising business practices and will help shape a sustainable future for the UAE’s advertising and marketing industry."

The advertising sector needs to take responsibility for a sustainable future, through both reducing its operational emissions and through creating work that leads to a more sustainable future.

Ad Net Zero supporters, global, and at a national level, are required to set public science-based net zero targets. This can be done through either the Science Based Targets initiative, a commitment to the UN Race to Zero (including via the SME Climate Hub), The Climate Pledge, or other comparable alternatives. Supporters need to measure and report their progress annually. If supporters do not already have net zero targets in place, they are required to establish them within 15 months of joining Ad Net Zero. Ad Net Zero and ABG are committed to guiding supporters during the initial phase. For the first three months, both teams will offer comprehensive assistance, including information, training, and upskilling, to facilitate a smooth start to the measurement journey.

Dentsu MENA announced that it has received its regional headquarters license from the Ministry of Investment and Ministry of Commerce in the Kingdom, reinforcing its commitment toward Vision 2030, driving the transformation program, and supporting local talent.

As one of the region’s media and advertising networks, Dentsu already supports many of the government’s vision realization programs, government ministries, and portfolio of investment companies to bring the Saudi Vision 2030 to life for global audiences through a suite of marketing solutions from media to creative and customer experience management.

André Andrade, CEO of Dentsu EMEA, said, “Opening a regional headquarters in Saudi Arabia is a strategic decision that demonstrates Dentsu’s commitment to the Kingdom, our support of its transformation, and confidence in its economic future. As we accelerate toward 2030 and beyond, we are fully committed to working with and supporting our stakeholders with the next phase of their transformation agendas.”

Tarek Daouk, CEO of Dentsu MENA, added, “I am delighted that Dentsu MENA has inaugurated its new regional headquarters in Riyadh, and that we are the first of the major advertising holding companies to do so. We want to set the standard and help build the regional headquarters ecosystem for the media and advertising industry. After more than fifteen years operating in the Kingdom, this is a natural step in our evolution where we aim to continue building longstanding, trusted, and mutually beneficial relationships with our clients, partners, and people in Saudi Arabia.”

Fostering partnerships with the likes of Prince Sultan University, Dentsu will expand its staff numbers over the next three years by recruiting Saudi graduates, with a particular focus on female talent, with the deployment of early careers recruitment programs, internship and learning and development curriculums designed to accelerate gender diversity in leadership roles. 

Dentsu has also opened a new flagship office in Riyadh at Business Gate, from which it will service a growing portfolio of local and multinational clients in the Kingdom, building on its existing presence in Riyadh and additional office in Jeddah.

According to The Power and Potential of CTV in Europe, only 30% of advertisers and publishers have full transparency into where ad placements appear, and 27% never or rarely have insight into the brand suitability of the shows ads run alongside. These findings are part of a study conducted by DoubleVerify (“DV”) (NYSE: DV), a software platform for digital media measurement, data, and analytics, in collaboration with IAB Europe, a European-level association for the digital advertising and marketing ecosystem.

The report, which surveyed over 420 senior advertiser and publisher executives, complements the results of an analysis conducted by DV last year, which found that one-third of impressions were served in CTV environments where TVs were turned off. This wasted digital investment on a hyper-premium channel was compounded by a sharp rise in CTV ad fraud schemes — which tripled between 2020 and 2022. Meanwhile, demand for CTV continues to grow beyond what individual broadcasters alone can serve.

Transparency and measurement were cited by respondents as key issues, with a major challenge for both advertisers and publishers being the availability and quality of measurement data on CTV. However, the report notes that, while verification on CTV buys is being increasingly considered to support quality outcomes, only 37% of advertisers and 41% of publishers have fraud protection. Meanwhile, only 44% of advertisers and 39% of publishers are measuring whether their ads have been viewed. 

Despite these obstacles, optimism surrounding CTV remains high. 95% of advertisers and 89% of publishers strongly believe that addressability and actionability are on the horizon for CTV, which will help advertisers drive outcomes from their campaigns and continue to fuel greater publisher investment. 

For advertisers, CTV is an attractive channel that provides an opportunity to access premium programming at scale — expanding and augmenting audiences they may already reach on linear TV. 51% of respondents cited scale as one of their key priorities. And while CPMs on CTV are typically higher than those of other digital channels, 51% of advertisers also see investing in CTV as a way to achieve cost efficiencies compared with linear TV. 

For publishers, the focus is on providing high-quality inventory and qualified audiences to expand yield and deepen revenue. The top priority for 51% of publisher respondents is convincing new partners to begin advertising on CTV. This is closely followed by increasing CTV revenues with new (46%) and existing (45%) clients, and extending audiences (38%) to help their advertiser partners amplify their reach. 

“Buoyed by the success of streaming services, consumption of CTV content is rocketing, but brands advertising in this environment need to be aware of the risk factors and ensure they have full transparency over buys and fraud protection in place.”, said Daniel White, VP, Regional Vice President MENAT at DoubleVerify. “In particular, identifying and blocking fraud will be crucial to protecting ad spend and boosting brand trust in CTV. What’s more, with the European CTV market more advanced than that of MENAT, there are some key learnings here for MENAT-based brands and publishers as to the challenges that can arise and need to be overcome to pave the way for a flourishing CTV market in this region.” 

“With the CTV Market in MENA still in its infancy, the weight of OMG MENA’s buying is typically focused on Europe and the rest of the world for our export clients, those that advertise around the globe, but not exclusively. This is driven by the fact that there are still only a handful of broadcasters in the region with quality CTV inventory, such as Shaahid, Rotana, and Starz On”, said Chris Solomi, Chief Digital Officer, OMG MENA. “We are hopeful this will change in the coming 12-24 months as and when premium content platforms such as Amazon Prime Video and OSN launch Ad funded products in the MENA.”

“For clients that are marketing to Europe and the rest of the world, the major challenge comes from the complex and fragmented nature of CTV and the fact, as this report shows, it is by no means uniform across the world. Outside of the global streaming platforms most TV is local. The key to ensuring greater transparency and brand suitability for CTV placements both in Europe and worldwide is to work directly with a mix of local and global premium content partners and be very wary of fraud in the space.”

The DV and IAB report explores the state of CTV adoption throughout the UK and Europe, what advertisers and publishers can hope to get out of their investments, what they can expect over the next few years, and what challenges they face in CTV adoption. This includes a data-driven assessment of CTV quality, transparency, and brand suitability. Spokespeople from the following organizations provided qualitative contributions to the report: The Heineken Group, easyJet, Samsung Ads EMEA, Omnicom Media Group UK, GroupM, the7stars, e-dialog, Jellyfish, Microsoft Advertising, Magnite, PubMatic, and Yahoo.

Get access to the full report here.

*The research took place between June and August 2023 and leveraged the national IAB network in Europe. It received 422 advertiser and publisher responses from across 29 markets. The respondent representation was split, with 51% representing advertisers and 49% representing publishers. For this report, DoubleVerify and IAB Europe have designated advertisers and agencies as "advertisers" and publishers, media owners, broadcasters, and CTV apps as "publishers".

Recently, global marketing agency, TEAM LEWIS conducted a survey to understand the consumer behaviors of those in the UAE during Ramadan. This is to understand everything from how and when individuals prefer to be marketed to during Ramadan.

Strategizing a Ramadan Campaign

For marketers and advertisers, grasping consumer behavior is more than essential — it's the cornerstone of effective strategy. According to TEAM LEWIS’ survey, 75% of respondents observed a surge in advertising during Ramadan, with 45% expressing a strong inclination towards purchasing from Ramadan-specific campaigns. This underscores not only the heightened visibility of marketing efforts during this period but also the significant opportunity for brands to leverage consumer engagement.

Diversify Your Offerings

While food-related products see the highest level of advertising in Ramadan (86%), there's ample room for non-F&B businesses to shine. The survey findings reveal that brands including home goods and clothing can also effectively capture consumers' attention during Ramadan. They can capitalize on the cultural significance of Ramadan. Additionally, they can adapt their products accordingly.

In addition to determining the optimal product for marketing during this period, it's crucial to understand the most effective channels to engage your audience. According to the Consumer Behavior survey, the majority of respondents (72%) believe that social media posts are the preferred method to reach a brand's audience. During this time, 41% are highly likely to engage with Ramadan-specific content on social platforms.

But which platform dominates? The survey reveals that Facebook and YouTube are at the forefront, with 66% and 65%. Additionally, television advertisements have proven successful, garnering a positive response from 63% of participants. This is due to increased time spent indoors with family and friends.

Timing is Everything

Understanding the rhythms of Ramadan is crucial for optimizing ad placement. Engagement may be lower during fasting hours. According to the TEAM LEWIS survey, users are more likely to engage with ads after Iftar (48%). They also prefer to shop late in the evening after Taraweeh prayers (38%) or early in the morning before fasting (24%). Aligning campaigns with these patterns can significantly enhance their effectiveness.

Embrace Cultural Relevance

Incorporating Ramadan-related themes and symbols into marketing materials is also important for establishing stronger connections with consumers. While it may appear minor, integrating elements such as the crescent moon, traditional lanterns, or other cultural motifs can enhance authenticity. This approach can deeply resonate with your audience.

In today's digitally driven landscape, authenticity and cultural sensitivity reign supreme. By aligning your marketing efforts with the values and traditions of Ramadan, you can cultivate meaningful connections with your audience. This can drive engagement and foster loyalty.

SkyBlue Media marked its brand-new government-partnered initiative by executing a branding campaign through a public bus network, in conjunction with the 28th meeting of COP28 UAE – United Nations Climate Change Conference, which was the hype of November at Expo City Dubai. 

This initiative was made possible through the collaboration between SkyBlue Media and RTA, solidifying SkyBlue Media as the exclusive OOH media partner for the Bus Fleet and its related facilities like Bus Shelters, Mupis, and Bus Stations. This collaboration was to bring the concepts of COP28 to life by delivering innovative and impactful solutions for global environmental initiatives. Accordingly, SkyBlue Media executed a campaign to wrap over 98 public buses with conceptual COP28-inspired materials.

Dato Manikandamurthy Velayoudam, Group Chairman & Managing Director of SkyBlue Media, expressed his enthusiasm about the partnership, stating, “Our collaboration with RTA stands as a testament to our shared commitment to excellence. We take immense pride in the success of the COP28 bus wrap campaign, showcasing the remarkable synergy between SkyBlue Media’s creativity and RTA’s logistical expertise. We are truly honored to receive commendation and our heartfelt gratitude goes to the Public Transport Department of RTA for this recognition. Their acknowledgment motivates and fuels our commitment to fostering innovation and sustainability in our campaigns. This accolade inspires us to continue pushing boundaries for a brighter, more sustainable future."

SkyBlue efficiently designed, produced, and installed wraps on a fleet of 81 Volvo buses, 7 Coach buses, and 10 electric buses. The 98 bus fleet became the mode of transportation for COP28 delegates, shuttling them between hotels and the conference venue.

The mobile billboards communicated the conference's significance to a broad audience, extending their reach beyond the confines of the conference venue. SkyBlue Media ensured the use of weather-resistant wraps that held up well in Dubai's changing weather. 

The media agency also recently partnered with Danube Properties. The focus of the collaboration lay in the reflective sticker bus advertising campaign that has introduced a new dimension to OOH advertising. This innovation is designed to address the need for high visibility of bus advertising during the evening and night hours. SkyBlue media has created Bus Advertising campaigns to promote Danube’s ongoing projects – Sportz by Danube and Eleganz by Danube on a total of 36 buses, of which 18 buses have reflective stickers to promote Eleganz Danube.

Commenting on its brand new partnership with SkyBlue, Madhusudan Rao, CEO, Danube Group said, “The reflective sticker bus advertising campaign, a brainchild of SkyBlue, not only redefines bus advertising in Dubai but also amplifies our brand presence with a creative and safety-conscious approach. We look forward to the continued success of this collaboration, showcasing Danube's ongoing projects such as Sportz by Danube and Eleganz by Danube to a wider audience through this unique and visually striking campaign."

Under the agreement, Penguin and SkyBlue will collaborate to manage several key advertising locations, with this being SkyBlue’s first move into the Abu Dhabi and Al Ain markets. This follows an agreement between the Malaysian outdoor advertising company with the Road and Transport Authority (RTA), Dubai. Under the partnership contract with RTA, SkyBlue has exclusive advertising and naming rights for RTA’s 1,400 buses, 886 bus shelters, 523 mupis, and 22 bus stations.

Commenting on the MoU, Hussam Al Mulhem, Founder and CEO of Penguin Media, said, “We are delighted to formalize this strategic partnership with SkyBlue Media, a truly pioneering company with over 15 years of experience in Malaysia’s outdoor advertising sector, and one that continues to be at the vanguard of its industry – transforming the OOH market by integrating new technology such as AI.”

“This collaboration marks a pivotal moment in Penguin Media’s journey, combining the power of traditional outdoor advertising with cutting-edge technology. This synergy exemplifies our commitment to being pioneering industry leaders, delivering unparalleled value to our clients and a seamless integration of outdoor advertising experiences – for both advertisers and consumers alike,” Al Mulhem added.

Also commenting on the partnership, Dato Manikandamurthy Velayoudam, Group Chairman & Managing Director of SkyBlue Media Group, said, "The synergy between SkyBlue Media's OOH expertise and Penguin Media's robust local presence is poised to revolutionize outdoor advertising in Abu Dhabi. Together, our unique strengths will seamlessly blend, adding unparalleled value to the industry and transforming the advertising landscape for a truly extraordinary experience."