Dubai Holding has taken a pioneering step in the MENA region by leveraging innovative attention technologies to raise awareness about climate change and sustainability initiatives. Partnering with Magna MENA and Smartifai, the company embarked on a mission to effectively communicate its COP28 corporate responsibility message through a contextually targeted and data-driven approach.
As a global summit on climate change hosted by the UAE this year, COP28 underscores Dubai Holding’s commitment to driving the sustainability agenda. However, engaging audiences on issues like climate change can often prove challenging due to disinterest or lack of contextual relevance. To cut through the clutter, Smartifai’s attention solutions aimed to identify individuals already engaged with related topics and place tailored messaging in front of the right users at the right time.
Leveraging its proprietary technology, Smartifai analyzed contextual signals around COP28, sustainability and environmental protection from online articles and discussions. It also examined addressable contexts by looking at social media profiles of users actively participating in climate change communities. This allowed the platform to precisely identify Dubai Holding’s target audience segments across open web and social media ecosystems.
Interactive ad formats like in-screen and in-image were then deployed to map user context and seamlessly deliver sustainability messaging in line with the content being consumed. Smartifai also partnered with attention measurement firm Adelaide to gauge qualitative metrics like ad engagement and attention span. This collaborative approach ensured the campaign resonated deeply with its audiences through contextually relevant storytelling.
The results proved highly effective, with display click-through rates doubling compared to benchmarks and ad interaction rates increasing 50%. Georges Oneissy of Magna MENA noted how the innovative strategy transformed climate change from a disengaging topic into a compelling narrative. Theodora Haddad of Dubai Holding added that the campaign significantly contributed to COP28 goals while demonstrating even challenging subjects can captivate audiences when approached strategically.
By empowering brands with cutting-edge attention technologies, Smartifai is redefining how impactful communication is measured and delivered. This pioneering initiative highlights how data-driven contextual targeting can bring issues like sustainability to the forefront, driving real world progress in line with Dubai’s vision of hosting a groundbreaking COP28 summit. It also sets a new standard for purpose-driven marketing in the region and beyond.
Summarise, Smartifai helped Dubai Holding communicate its COP28 sustainability message through contextual targeting and attention metrics, driving a highly effective campaign that engaged audiences on climate change topics through relevant narratives.
