In today’s fast-paced digital landscape, staying ahead of the competition requires innovative strategies and cutting-edge technology. This is where programmatic advertising comes into play, revolutionizing media buying at scale by automating the process and enabling advertisers to target audiences with precision and efficiency. With real-time bidding (RTB) and artificial intelligence (AI) optimizing ad placements, brands can maximize their return on investment while reaching the right audience at the right time.
“Programmatic advertising has revolutionized the way brands connect with their audiences, offering unparalleled precision, efficiency, and scalability. The ability to integrate with multiple data sources and activate insights in real-time has made it a powerful tool for brands seeking to drive business outcomes and measure ROI,“ says our Head of Digital Media, Irfan S Mirza.
The Growth of Programmatic Advertising
The latest industry data highlights a 12.2% year-on-year growth in programmatic ad spend, pushing total expenditure to $849 million and representing a staggering 68.8% of total digital advertising spend. This upward trajectory underscores the growing dominance of programmatic advertising in the UAE market.
Several factors contribute to this growth, including the increasing demand for data-driven marketing, the rise of AI and machine learning algorithms, and the need for greater ad efficiency. With advertisers shifting budgets from traditional methods to automated, intelligent advertising solutions, programmatic is becoming the backbone of digital marketing strategies worldwide.
Why a Mobile-First Strategy is Essential?
Mobile penetration in the UAE is among the highest globally with over 21 million cellular mobile connections in the United Arab Emirates as of the start of Feb 2025. With 79.55% of website traffic coming from mobile devices, adopting a mobile-first strategy is no longer optional—it’s essential, making it a key focus area for advertisers.Before you continue, think about this: Is your brand really making the most of mobile-first advertising?
For companies investing in programmatic advertising, here’s why a mobile-first approach is crucial:
- Increased Reach & Engagement– With the majority of web traffic coming from mobile devices, advertisers can reach a wider audience where they are most active.
- Better Targeting– Mobile devices generate valuable data, such as location, browsing habits, and app usage, allowing programmatic ads to be hyper-personalized for higher engagement.
- Higher Conversion Rates– Mobile-optimized ads and seamless in-app experiences lead to better click-through rates (CTR) and conversions, especially for e-commerce, hospitality, and food delivery businesses.
- Real-time Bidding (RTB) Efficiency– More mobile traffic means a larger pool of real-time bidding opportunities, ensuring brands can compete for the best placements efficiently.
- Cost-Effectiveness –Mobile ads, especially programmatic ones, often have lower CPC (cost per click) than desktop ads, allowing advertisers to maximize ROI.
- Video & Interactive Ad Opportunities– Mobile devices support rich media formats like interactive ads, stories, and short-form videos, which perform well on platforms like TikTok, Instagram, and YouTube.
- Stronger Retargeting – As mobile users frequently revisit apps and websites; programmatic ads can leverage retargeting to keep brands top-of-mind and drive repeat engagement.
Omni-Channel Strategies for Programmatic Advertising
To maximize programmatic advertising effectiveness, brands must leverage multiple channels to create an omnichannel marketing strategy. Here’s how:
- Rich Media Ads –Boost engagement with interactive elements like videos and gamification.
- Mobile Geo-Conquesting – The region’s exceptionally high mobile penetration rate presents a unique opportunity for brands to connect with their target audience. Target users near competitors’ locations to drive foot traffic.
- In-App Advertising –Increase brand awareness and app downloads with measurable results. A survey found that 84% of UAE businesses consider mobile apps essential to remain relevant to their customers.
- Connected TV (CTV) Advertising –CTV advertising can be more cost-effective than traditional TV advertising, especially for reaching specific audience segments. This growth of CTV will likely be driven by increasing adoption of emerging technologies like AI, IoT, and cloud computing. As more brands shift towards data-driven advertising, CTV offers a way to reach audiences on premium, brand-safe platforms while ensuring precise targeting and measurable impact.
- Programmatic Audio –With the rise of smartphones, wireless headphones, and smart speakers, audio consumption is at an all-time high, creating a ripe opportunity for programmatic audio advertising. Younger audiences are flocking to platforms like Spotify, Anghami, and podcasts, making audio a powerful channel for brands to connect and engage with their target market.
Irfan S Mirza adds “for a luxury jewellery client of ours, we recently launched a precision-driven programmatic campaign featuring multiple creatives tailored to distinct audience segments. Leveraging the DCO (Dynamic Creative Optimization) technology, we dynamically targeted users based on their behavior and content preferences, resulting in a significant uplift in CTR and driving highly relevant traffic to the website.”
The Future of Advertising is Programmatic
As digital consumption continues to evolve, programmatic advertising remains at the forefront of media buying, offering unparalleled efficiency, precision, and scalability. With a mobile-first approach, brands can capitalize on advanced targeting, real-time bidding, and cost-effective ad placements to drive engagement and conversions. By leveraging rich media, CTV, in-app, and audio advertising, businesses can create omnichannel experiences that resonate with today’s hyper-connected consumers.
Now more than ever, advertisers must embrace programmatic strategies to stay competitive and maximize their return on investment. Those who adapt will not only reach their audience effectively but also shape the future of digital advertising in the region. The future of advertising belongs to those who move with technology, not against it. Will your brand be ahead of the curve—or struggling to keep up?
Sources: Data portal 2025, Zorbis, Global Media Insight, Imarc, Statista, Data. AI, Semrush, Similarweb
