Is CTV the new primetime for advertisers during Ramadan?

As Ramadan approaches, a dynamic transformation sweeps through Indonesian households, uniting families for iftar and suhoor meals. This seasonal shift amplifies consumer spending and redefines shopping dynamics, presenting an unparalleled opportunity for brands to elevate their visibility. With the digital revolution driving a surge in online engagement, Connected TV (CTV) has emerged as a powerhouse, boasting a staggering 70% increase in daily consumption through family-friendly content. For advertisers, this is the ideal moment to capture attention and connect with audiences. 

With Southeast Asia's retail sales projected at $144 billion, the time is ripe for brands to opt towards emotionally engaging strategies that resonate with consumers. As consumer viewing turns to Ramadan-themed content including series and cooking shows on platforms like Netflix and YouTube, advertisers can effectively connect with audiences by leveraging data-driven targeting and AI-powered ads on CTV. This helps them reach audience precisely when it matters most, with tailored messaging based on demographics, interests, and behaviours. 

For example, a premium nut exporter promoting his collection of dates can effectively leverage CTV to reach his ideal audience during Ramadan by targeting ads against relevant content like cooking shows, and health programs. Brands can leverage the emotional uplift of the moment, ensuring that ads leave a lasting impression on viewers and build brand recall. 

Reports show that 93% of purchases are pre-planned and nearly 50% occur in the first week of Ramadan, amplifying the need for a month-long ad strategy. Since getting noticed in this increasingly saturated digital landscape poses a significant challenge, brands are increasingly turning to CTV solutions to cut through the ad clutter. It offers a premium, high-impact advertising environment where brands can engage viewers with immersive, non-skippable video ads and gain access to first-page inventory, seamlessly blending into their streaming experience. 

Additionally, dayparting ads scheduled during peak viewership periods, specifically after iftar and before suhoor, can immensely escalate the campaign's performance by combating viewers’ ad fatigue. Precisely distributed exposure to ads enforces recall without being intrusive for viewers, preventing them from feeling overwhelmed by repetitive exposure. Reports indicate that 63% of viewers are inclined to watch advertisements and pay attention to them. 

Moreover, advances in CTV technology have led to Unified CTV solutions, enabling streamlined campaign management for brands. A single interface can be used for ad management across multiple channels, improving efficiency. Robust consumer reporting provides measurable insights, allowing brands to track performance and refine their strategies for better outcomes. With Google's insights indicating a 2x increase in viewership year-over-year in Indonesia, where 99% of the population is inclined to stay home, opting for a unified solution can drive massive viewership to fall right into brands’ portals. 

For example, an e-commerce platform can leverage a unified CTV solution to scale brand presence across channels and reach ideal audiences in tier 1 & 2 who are looking for festive gifts, frequent buyers, and those trying new brands. Notably, 15% of affluent consumers visit ecommerce on CTV through the web. Being discovered in a premium environment leaves viewers with a lasting impact, elevating brand perception. Additionally, granular insights into performance can assist in better decision-making regarding the right ad placement, ensuring that more relevant viewers reach them. 

Furthermore, integrating CTV with other ad formats allows for holistic scalability, making it easier to leverage the unique shopping behaviours observed during Ramadan. About 80% of affluent consumers synchronise their activities across devices, enhancing the effectiveness of targeted advertising strategies during this time. This unified messaging strengthens brand recall as users shift seamlessly between devices, whether they're watching CTV, browsing on mobile, or engaging on social media. An omnichannel strategy minimises fragmented ad experiences and maximises impact by delivering timely, relevant ads during prime family viewing and online shopping. By strategically integrating these channels, brands can tap into the unique shopping behaviours of Ramadan, where emotional and cultural triggers drive purchase decisions, leading to higher conversions. 

Everything operates in a brand-safe space protected by fraud prevention tools that detect and eliminate malicious intruders in the early stages and ensure ads appear in suitable environments free from any inappropriate or harmful content. So, by fostering collaborative efforts with publishers and platforms, advertisers can protect their image and enhance viewer trust, ultimately leading to more effective advertising campaigns.

To conclude, while traditional TV still holds sentimental value, CTV offers what advertisers crave: precision, measurability, and creativity. By embracing it during Ramadan, brands can craft compelling narratives that align with core consumer viewership and shopping behaviour. As digital transformation accelerates in Indonesia, CTV is poised to become the new primetime for advertisers during Ramadan, offering an unmatched avenue to connect with audiences in a deeply immersive and impactful way.

Edo Fernando is country head, Indonesia, at Xapads.