UAE Food Bank distributes 6.2 million meals during Ramadan
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Campaign ME
11 hours ago
- Campaign ME
Chinese retail apps driving 73 per cent of UAE e-commerce ad spend
In the first six months of 2025, Chinese e-commerce applications accounted for 73 per cent of all user acquisition (UA) ad spend in the UAE, according to the annual State of eCommerce Mobile Marketing report recently released by AppsFlyer. While further behind, France at 13 per cent and India at 8 per cent of UA spend in the UAE are also fast emerging as significant challengers, driven by targeted campaigns and expat-focused strategies. The report highlights the intensifying competition overseas brands pose to local e-commerce retailers, which saw their own UA ad spend shrink. According to experts, this likely reflects a mix of budget reallocations, mounting competitive pressure and market consolidation. AppsFlyer analysts note that home-grown players still have an opportunity to grow, provided they adopt clearer strategies and embrace performance-driven, localised campaigns. Sue Azari, Industry Lead – eCommerce, AppsFlyer, said, 'Chinese apps have long been seeking growth outside their home market, and with tariffs and global trade headwinds pushing them to diversify, the UAE has been a natural fit given its premium audience and digital maturity.' Azari added, 'At the same time, French brands are tapping into premium iOS users here, while Indian advertisers likely see the UAE's significant South Asian expat base as an affordable, yet highly engaged segment.' UA spend dips overall despite strong early-year performance Despite the UAE's advanced mobile ecosystem, with smartphone penetration at 97 per cent and average daily mobile internet use exceeding four hours, UA ad spending by e-commerce apps declined in H1 2025. Android UA spend fell 21 per cent compared to the same period in 2024, while iOS spending was down just 6 per cent, reflecting its relative resilience. Yet, H1 2025 still delivered the largest half-year remarketing spend to date, with Q1 alone tripling Q1 2024 levels — a clear sign of the impact of seasonal spikes during Ramadan and major retail events. Azari said, 'Marketers should take note of the pronounced peaks in Q1 tied to Ramadan and plan their upcoming campaigns accordingly, while building in remarketing strategies to sustain engagement beyond holiday periods.' She added, 'The decline in Android UA spend could also present opportunities for savvy brands to capture lower-cost inventory while still reaching a vast user base.' With Android remarketing campaigns tripling late last year and iOS installs accelerating, the UAE remains a dynamic and competitive market for mobile commerce. 'Advertisers who balance premium iOS strategies with cost-effective Android engagement, and adapt budgets around seasonal patterns, stand the best chance of standing out in a crowded field,' Azari added. iOS shows breakout growth and lower fraud rates The report underscores how iOS is entering a breakout phase in the UAE. By the end of this year, Android app installs are projected to grow by 713 per cent since 2017, while iOS is surging to over 1,383 per cent over the same period, with installs expected to more than double year-on-year in 2025. iOS has also seen a marked improvement in fraud prevention, with fraud rates dropping 63 per cent year-on-year in H1 2025. By contrast Android's fraud rate jumped 234 per cent in the same period. This suggests iOS is becoming an increasingly attractive and safer, channel for marketers, even as Android remains critical for scale.
Arabian Post
11 hours ago
- Arabian Post
Dubai welcomes nearly 10 million global visitors in 2025
Arabian Post Staff -Dubai Dubai's tourism sector has shown impressive growth, with 9.88 million international visitors recorded in the first half of 2025, a significant achievement that underscores the city's growing prominence on the global tourism map. Crown Prince Sheikh Hamdan bin Mohammed highlighted this milestone, attributing the success to the leadership and vision of Vice President and Ruler of Dubai, Sheikh Mohammed bin Rashid. This surge in visitor numbers aligns with the ambitions outlined in the Dubai Economic Agenda D33, a strategic plan aiming to position the emirate among the world's top three tourism destinations. Under this agenda, Dubai seeks to expand its appeal, diversify its tourism offerings, and enhance its global standing, with a clear goal of fostering sustained growth in the sector. The half-year figures reflect strong international interest and robust demand for Dubai's varied tourism attractions, spanning luxury shopping, iconic architecture, and cultural experiences. ADVERTISEMENT The Dubai government's commitment to the tourism sector has been evident in a series of high-profile initiatives and investments designed to enhance the city's appeal. From the development of world-class infrastructure to hosting global events such as Expo 2020 and numerous international conferences, Dubai has positioned itself as a key player in the competitive global tourism market. The city's tourism recovery, which began after the pandemic, has been swift, drawing millions from across the globe, particularly from Asia, Europe, and the Middle East. A significant driver of Dubai's tourism growth is its extensive air connectivity, facilitated by Dubai International Airport, one of the busiest airports in the world. DXB has consistently served as a global hub for international travel, with Emirates airline offering seamless connections to key markets. The airport's strategic location and connectivity have been instrumental in attracting a steady flow of travellers, particularly from Europe and Asia, who increasingly view Dubai as a prime destination for both business and leisure. Dubai's luxury sector, including five-star hotels and upscale shopping malls, has continued to thrive, attracting affluent tourists seeking high-end experiences. The city's offerings have evolved, with a growing emphasis on experiential travel, which includes culinary tourism, wellness retreats, and adventure tourism. The government's continued investment in cultural infrastructure, including the Louvre Abu Dhabi and Museum of the Future, enhances Dubai's appeal to cultural tourists, complementing its already robust retail and entertainment scenes. Dubai's rise in the global tourism ranks is not merely the result of external factors, but the active cultivation of a highly attractive destination. The city is known for its safety, cleanliness, and well-organised tourism offerings, with services ranging from luxury experiences to budget-friendly options catering to diverse traveller needs. As tourism numbers continue to rise, Dubai is expected to further strengthen its position as a hub for international events, exhibitions, and conferences. In line with its long-term goals, Dubai has introduced several initiatives aimed at increasing tourism numbers, such as the Dubai Tourism Strategy 2025, which includes a broader approach to tourism marketing. The strategy focuses on creating innovative marketing campaigns, expanding the city's digital presence, and engaging with emerging travel trends such as eco-tourism and sustainable travel. The city's strategic location, combining Eastern and Western influences, has further cemented Dubai's appeal as a cultural melting pot, drawing people from all corners of the world. Notable growth has been observed from markets in Asia, particularly China and India, with Dubai becoming an increasingly important destination for affluent travellers looking for luxury, leisure, and business opportunities in a safe and accessible environment. Dubai's status as a global financial and business centre has also contributed to the rise in international visits, particularly among business executives and entrepreneurs attending conferences and exhibitions. The emirate's commitment to enhancing its business tourism infrastructure, including the expansion of its conference venues and the hosting of high-profile business events, is expected to contribute further to the sector's growth.
Campaign ME
12 hours ago
- Campaign ME
How Saudi National Day became a month-long celebration
Saudi National Day has always been a symbol of national pride, unity and cultural identity. But in the past decade, it has evolved into something far greater, a nationwide movement that blends tradition with modernity, celebration with commerce, and culture with creativity. What was once a single day marked on the calendar is now an entire season of anticipation and shared experiences, stretching across September and touching nearly every aspect of life in the Kingdom. This evolution speaks volumes about the cultural and economic transformation sweeping through Saudi Arabia. Today, Saudi National Day is not just a time for reflection; it is an expression of progress, optimism and belonging. Families gather, streets light up in green, and social platforms ignite with messages of national pride and celebration. Alongside the cultural pageantry, shopping has become an integral part of this celebration. Exclusive collections, limited-time offers, and experiential activations have become part of the fabric of Saudi National Day. For brands, this is no longer a passive observance, it is one of the most significant cultural and commercial moments of the year. In 2024 alone, more than 33 million Saudis participated in National Day festivities, underscoring its scale and growing influence. As the celebration grows in scale and significance, consumer expectations have shifted. Audiences are not looking for generic campaigns or one-off discounts; they want experiences that feel authentic, creative and deeply rooted in their identity. They want brands to share in their pride, not just broadcast promotions. In an era where cultural relevance drives brand preference, those who approach National Day as a checklist item risk being left behind. The winners are those whco enter the conversation early, listen closely, and contribute meaningfully to the shared sense of pride that defines the occasion. Last year, 88 per cent of users said their Saudi National Day purchases were influenced by content they viewed on Snapchat. During the same period, there was a 92 percent increase in 'Add to Cart' actions compared to the yearly average, making this one of the highest engagement peaks of the year, second only to Ramadan. Shopping isn't an afterthought during Saudi National Day; it is a cultural behaviour, and social platforms shape it in powerful ways. The celebration also sparks a surge in forward planning. 85 per cent of Snapchatters prepare shopping lists for National Day well in advance, and more than 77 per cent intend to buy in bulk or expect brands to offer significant discounts. This creates a long runway for brands to build awareness and drive consideration before the holiday itself. It also means waiting until September 23 to launch campaigns is no longer enough. The conversation begins weeks earlier and brands that join it early stay top of mind when the moment arrives. Creativity is at the heart of this evolution, and technology is giving it new dimensions. Augmented Reality has become one of the most compelling ways for people to celebrate their identity. Whether it's dressing your Bitmoji in a green outfit, exploring AR filters that showcase landmarks, or sharing immersive AR lenses with friends, these experiences have turned cultural pride into shareable moments. Last year, 89 per cent of users said AR lenses made their National Day celebration more shareable, a clear signal that immersive content isn't just engaging, it amplifies the sense of community around the occasion. The impact extends beyond expression to commerce. National Day has become a catalyst for shopping behaviour, with the month surrounding it seeing a 40 per cent increase in total purchase volume compared to the yearly average. Users don't just celebrate the day, they interact with it across every digital touchpoint, from stories and maps to chats and camera moments. This creates an ecosystem where inspiration and action coexist, allowing brands to move seamlessly from cultural storytelling to conversion. Saudi National Day is no longer a date on the calendar. It is a movement, one that celebrates heritage while embracing the future. For brands, the opportunity is immense, but it demands more than a token gesture. It requires early planning, creativity rooted in authenticity, and the courage to engage in ways that reflect how people are truly celebrating. Those that succeed will not only drive sales; they will earn trust, and place in a national conversation that is as much about pride and connection as it is about innovation. By Antoine Challita, Head of UAE Market, Snap Inc. MENA
