Platformance Unveils Data-Driven Ramadan Playbook for MENA

Platformance, a subsidiary of FAST Ventures and a leading ad-tech growth acquisition engine in the MENA region, has released its highly anticipated Ramadan Playbook, Winning Ramadan. The report offers brands a strategic framework to enhance their impact during the holy month, a critical period for consumer engagement across the Middle East and North Africa.

Ramadan is a time of deep reflection, generosity, and heightened digital engagement, making it a key moment for brands to foster meaningful connections. However, with rising competition and surging content consumption, standing out requires more than traditional advertising tactics. Platformance’s new playbook provides insights and actionable strategies to help brands navigate this competitive landscape effectively.

A Framework for Success

The Winning Ramadan playbook focuses on three core areas:

1. Insights & Trends: The report presents key MENA data on content consumption surges and highlights the growing role of digital creators in shaping user engagement.

2. The 4Cs Approach to Winning Ramadan: Platformance introduces a strategic framework built on four essential pillars:

• Create: Harnessing creator-led content to develop culturally relevant and engaging material.
• Connect: Engaging consumers across multiple digital platforms, from rich media to Connected TV.
• Contact: Targeting consumers at crucial moments in their journey, from discovery to action.
• Convert: Implementing data-led strategies to drive measurable business impact.

3. Practical Implementation: The guide offers a roadmap for brands looking to adopt an outcome-driven approach, including:

• Using creator-led content to foster trust and authenticity.
• Deploying rich media and data-driven targeting for deeper engagement.
• Optimising campaigns with a Pay-Per-Outcome model to maximise returns.

Waseem Afzal, Founder and CEO of Platformance, underscored the importance of a smart, strategic approach during Ramadan.

“Brands that truly succeed during Ramadan don’t just allocate ad budgets to drive reach and engagement—they invest strategically to win attention and convert. This high-impact 30-day window isn’t about spending more; it’s about spending smarter. A creator-led approach is key, as creators now play a central role in driving discovery, fostering action, and sustaining momentum beyond Ramadan.”

With Winning Ramadan, Platformance aims to equip brands with the tools needed to navigate the season effectively and drive long-term growth in the MENA market.