Unlocking the Secrets of Saudi Ad-Viewing Habits: Study
A New Study Reveals Surprising Insights
International advertising group Dentsu has released a significant study on the online ad-viewing habits of consumers in Saudi Arabia. This research focuses on five major social media platforms, including YouTube, Instagram, and Snapchat.
According to Ramzy Abouchacra, the media practice president of Dentsu MENA, the report, “Unlocking the Currency of Attention KSA,” is a global first. It specifically examines the viewing and retention habits of the Arabic-speaking audience in the MENA region.
Insights to Transform Advertising Strategies
Abouchacra emphasized that this research will reshape how advertising content is created and shared in the Middle East and North Africa. The study aims to bridge the gap between traditional measurement metrics and genuine human behavior. It offers vital insights into how consumer attention influences advertising effectiveness.
To analyze social media behavior, the research employed eye-tracking software and brand-recall exercises. This methodology simulated real-world usage of social media and video platforms, providing a clearer understanding of audience attention spans.
Key Findings: Viewable Does Not Mean Viewed
One of the study’s pivotal findings suggests that an ad being “viewable” does not guarantee that it is actively “viewed.” The term “viewable” refers to the potential for an ad to be seen, while “viewed” ensures that the audience actively engages with the advert.
For an ad to be deemed viewable, at least 50 percent of its pixels must remain visible for a continuous second for images and two seconds for videos. Abouchacra indicated this shift toward measuring both attention and impact reshapes advertising goals.
Insights on Ad Engagement and Attention Span
The study highlights that although one platform averaged a viewable time of 15.1 seconds, ads were only actively viewed for around 33 percent of that duration, or 5.3 seconds. This statistic reveals that the content failed to capture audience attention.
Abouchacra noted that viewers often disengage from ads, particularly in today’s multi-screen environment. This trend leads to reduced content absorption and diminished effectiveness.
Regional Trends in Social Media Engagement
Interestingly, the research found that social media content in the MENA region exhibited lower visibility than in international markets. However, viewed times across most platforms were higher in the region, averaging 6 seconds compared to the global benchmark of 4.36 seconds.
This suggests that audiences in Saudi Arabia watch content for longer periods, despite fewer opportunities to see it. Abouchacra emphasized the importance of this finding for advertisers looking to tailor their campaigns effectively.
Dentsu’s Commitment to Saudi Arabia
Dentsu’s report underscores its long-term commitment to Saudi Arabia, where the network has operated for 17 years. This year, it established a regional headquarters in Riyadh while maintaining an office in Jeddah.
Tarek Daouk, CEO of Dentsu’s newly formed Middle East, North Africa, and Turkiye operation, explained the company’s vision. Dentsu aims to create a cultural and locational hub bridging East and West. This initiative will enable local clients to expand globally while providing international clients access to growth opportunities within the Kingdom and beyond.
