UAE’s October Advertiser of the Month – Global Village, Apple Pay, and Dubai Ice Rink
Global Village saw the largest growth this month in terms of Ad Awareness in UAE, followed by Apply Pay at number two and Dubai Ice Rink, Dubai Mall in third place. According to YouGov BrandIndex data, which tracks brand perception on a daily basis, these three brands saw the highest increase in Ad Awareness during October.
The Ad Awareness question asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs lowest) for the month determines our Advertisers of the Month.
Global Village Dubai launched an out-of-home (OOH) marketing campaign in October 2024 to promote its 29th season, which began on October 16, 2024, and will run until May 11, 2025. The campaign included Uni-Pole billboards featuring an animated character holding a sign that read "See You Soon," aiming to generate interest and anticipation.
The 29th season introduced new attractions, such as three cultural pavilions representing Jordan, Iraq, and a combined pavilion for Sri Lanka and Bangladesh. Additionally, a new Restaurant Plaza was unveiled, featuring 11 two-story restaurants offering various global cuisines alongside live performances.
Global Village saw its Ad Awareness score rise by 7.5 percentage points, from 34.9% on September 26 to 42.4% on October 18.
On second place is Apple Pay which had an increase of 6.7 percentage points, from 16.9% on September 29 to 23.6% on October 24. Apple celebrated the 10th anniversary of Apple Pay, highlighting its global reach and new features.
Ranking third on our list is Dubai Ice Rink which had an increase of 6.5 percentage points in Ad Awareness from 10.9% on October 1 to 17.3% on October 25, 2024. Dubai Ice Rink announced "The Grotto," an immersive Santa experience scheduled to open on December 6 at the Dubai Mall. The event features a festive journey through themed areas, including Candy Cane Land and the Enchanted Forest, ending with a visit to Santa's cabin. Tickets for "The Grotto" became available for purchase in October 2024.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in UAE from 26 August to 25 September 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.