Yango Ads, the AdTech division of Yango Group, has released its Ramadan 2026 demand playbook, a comprehensive guide for brands across the Middle East to effectively navigate one of the region’s most commercially significant periods with a connected, full-funnel advertising strategy.
The Ramadan Shift
The playbook’s insights highlight a fundamental shift in daily routines and digital behaviour during the holy month. While daylight hours are typically quieter, online activity rises sharply after iftar, transforming evenings and late nights into prime windows for media consumption, e-commerce, and service usage.
According to Yango Ads, this behavioural change directly impacts spending patterns. Research indicates that shoppers in the UAE and Saudi Arabia increase their spending on food, dining, and essential household goods. Simultaneously, post-iftar media consumption surges, with video and mobile formats seeing peak engagement. This creates a critical window of opportunity for e-commerce, food delivery, and entertainment platforms that experience traffic spikes after sunset.
A Phased Approach to Demand
The core of Yango Ads’ strategy is to treat Ramadan not as a single sales event, but as a progressive demand curve that requires early and methodical planning.
“Ramadan is not a single-moment sales spike; it’s a progressive demand curve that builds weeks in advance,” said Bassem Yousri, Head of Agency Department, Yango Ads MEA. “Brands that wait until the holy month begins are already competing in a saturated environment. The most effective Ramadan campaigns start earlier, establish relevance before peak demand, and then guide consumers from awareness to conversion at the right cultural moments.”
The playbook outlines a four-phase model for demand. Awareness begins weeks before Ramadan as consumers seek inspiration and early offers. This is followed by Consideration, where households plan purchases across categories like FMCG, fashion, and electronics. Conversions tend to peak during evenings and weekends, while Loyalty is built steadily as brands maintain consistent and relevant visibility throughout the month.
Culture-First Campaigning
Yango Ads emphasizes that cultural sensitivity and timing are central to a successful campaign. The playbook advises brands to avoid food-related messaging during fasting hours and to align dining and delivery campaigns with iftar and evening planning.
Furthermore, creative themes that reflect the values of Ramadan—such as togetherness, family, gratitude, and community—tend to achieve stronger engagement and build long-term brand trust. As competition intensifies, the 2026 season will reward brands that combine deep cultural understanding with disciplined, full-funnel planning.
About Yango Ads
Yango Ads is a global ad platform that helps businesses monetize and grow. We help brands reach relevant audiences through the websites, apps, and services they use daily. With access to one of the largest ad networks, we connect brands to engaged users within the Yango Group ecosystem. Whether you’re looking to boost app revenue, run campaigns, or make data-driven decisions, Yango Ads has the tools to make it happen.
Source: Zawya
