Ramadan 2023: TV And TikTok Marketing Mix To Deliver 21% Higher Brand Impact

Ramadan 2023: TV And TikTok Marketing Mix To Deliver 21% Higher Brand Impact

Dubai, United Arab Emirates. A meta-analysis commissioned by TikTok in the Middle East and North Africa region found that TikTok provides additional TV exposure compared to other video platforms. According to research from Kantar CrossMedia, the media mix of TV and TikTok will increase brand exposure by 21%, compared to 11% for TV and other digital platforms.

This Ramadan is an opportunity for brands to capture their stories, share the joy and connect with their communities, as these insights can help marketers make the most of their advertising ahead of one of the biggest events of TV, Ramadan. in the Middle East As the holy month continues to draw viewers back to linear TV, TikTok can complement this by allowing people to share their Ramadan moments through short videos.

Kantar CrossMedia's research also found that TikTok's impact on exposure was particularly strong among low followers; The platform gained +14% more audience in this segment compared to medium (+5.3%) and high (+3.5%). Additionally, when comparing TV-exposed audiences to TV and TikTok alone, the latter combination resulted in lower total costs with greater exposure.

The budget factor is particularly important because media spending in Ramadan 2023 is closely linked to other festive events, including Black Friday and the football season. As a result, media budgets are subject to change and diversification during Ramadan, requiring a multi-platform strategy that effectively and efficiently targets audiences.

Vipul Jain, TikTok's measurement manager in the Middle East, Africa, Turkey and Eastern Europe, said: "Ramadan and TV have traditionally gone hand in hand, as families gather in front of the TV screen in the living room to enjoy special moments of shared from sunrise to sunset.. With more and more people using TikTok to celebrate the spirit of the holy month, according to data from Kantar CrossMedia, the platform is proving to be the perfect addition to Ramadan's media mix. a marketer. . Incorporating TikTok into theirs. Through strategies this Ramadan, marketers can achieve greater engagement and immediate action. They can encourage, reducing costs during and after the holy month." .

Additionally, the Global Web Index found that multi-screen consumption while watching TV accounts for 93% of viewers' media consumption, reiterating the importance of integrating TikTok into media this Ramadan as viewers use multiple screens to watch their series dramatic favorites. . . , talk shows, cooking shows, sitcoms, etc.

As brands and businesses of all sizes seek to connect with their community during the Holy Month, TikTok can enable them to embrace the multifaceted nature of the moment with endless opportunities to enjoy, the many faces and voices it brings. that in life. and the many communities that can be expressed.

-the end-

About TikTok

TikTok is the place to make short videos on mobile. Our mission is to inspire creativity and bring joy.

TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul and Tokyo.

Media Relations - TikTok: Gambit Communications MENAT
Susana Saud - suzana@gambit.ae
Media Relations - TikTok for Business METAP
Tara Farooqi — tara.farouqi@tiktok.com

See you soon #TiktokChallenge #kmjs

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