Dubai Holding, in collaboration with Magna MENA and Smartifai, has undertaken a pioneering initiative in the MENA region to address climate change and sustainability concerns through innovative advertising techniques. The primary goal was to effectively communicate Dubai Holding’s corporate message regarding COP28 and sustainability to the right audience, ensuring it was not only heard but also felt.Smartifai utilized advanced technology to analyze contextual signals and addressable contexts, identifying and engaging users interested in topics related to COP28, sustainability, and climate change.The campaign focused on targeting precise audiences in the open web ecosystem who were interested in climate change and COP28 topics, minimizing wastage and enhancing campaign efficiency.Various ad formats such as In-Screen and In-Image ads were employed to map users’ context and place them within relevant reading contexts, enhancing the resonance of the message.Smartifai collaborated with Adelaide, a global attention measurement partner, to gauge the level of attention individuals gave to the ad content, ensuring deep resonance with the target audience.The campaign achieved remarkable results, including a doubled display click-through rate (CTR) and a 50% increase in ad interaction rate compared to the benchmark. Additionally, it surpassed the global attention benchmark by 25%.Georges Oneissy from Magna MENA emphasized the innovative approach's success in transforming climate change topics into compelling narratives.Theodora Haddad from Dubai Holding highlighted the campaign's significant contribution to COP28 and sustainability, emphasizing the importance of strategy and approach in captivating audiences. Santadip Roy from Magna MENA highlighted the commitment to excellence and innovation in delivering impactful results for clients.The collaboration between Dubai Holding, Magna MENA, and Smartifai showcases a forward-thinking approach to addressing critical global issues through creative advertising strategies, aligning with Dubai Holding's commitment to sustainable practices and societal impact.

Smartifai, a leading contextual Intelligence provider in the industry for brands, agencies, and publishers, has appointed Vineeta Gogia as Business Director to lead the business development of its new Product division. Vineeta Gogia brings a wealth of experience in digital ad technology and media, having excelled in her previous roles. Vineeta Gogia most recently served as the Business Enterprise Solutions Director at Indahash, where she successfully managed enterprise solution initiatives.Prior to Indahash, she worked with Silverpush as director, contributing to the expansion of the company’s regional operations.Earlier in her career, Gogia was associated with Fork Media as director, where she played a crucial role in the launch and expansion of the GCC business.Gogia is noted for her expertise in shifting product strategies, establishing critical publisher and technology alliances, and forming trading partnerships.Her strategic achievements have played a key role in driving growth and solidifying the presence of the media firms she has been associated with. In her new role as Business Director at Smartifai, Gogia will leverage her background in digital advertising and her track record in developing business verticals. She aims to spearhead Smartifai’s expansion and market penetration efforts.Sachin Kumar, Co-Founder of Smartifai, emphasizes that Gogia's appointment is a testament to Smartifai’s commitment to strengthening its leadership with experienced professionals. Gogia's strategic foresight, technical expertise, and ability to build meaningful partnerships position her to lead Smartifai’s new business division.With Vineeta Gogia on board, Smartifai aims to boost its product offerings and scale its business operations, intending to expand its reach and achieve further growth.

Following the tremendous success of the 2022 Gamers8 event, the launch of its 2023 iteration was highly anticipated. This year’s event made history as the largest Esports gathering to date, boasting a $45 million prize pool. Gamers8 now firmly stands as a major industry player and has solidified Riyadh’s position as the esports capital of the region. Spearheaded by the Saudi Esports Federation, this year’s ‘Land of Heroes’ event aimed to surpass its predecessor in all aspects, from the prize pool’s size to the scale of games and events hosted in vibrant Riyadh. Gamers8 in 2023 successfully brought the virtual world of esports and gaming to Riyadh’s heart, setting a new industry standard.However, for the 2023 season, the Extend AdNetwork, responsible for strategy, planning, and execution, embarked on an innovative journey to elevate awareness and spark massive engagement for the event. This was achieved by pushing the boundaries and challenging conventional norms, introducing tech-driven, content-centered integration in lieu of the traditional approach, all while targeting a heightened connection with the tech and gaming community.Partnering with Smartifai, Extend unveiled an innovative strategy designed to captivate users and amplify event awareness. This pioneering approach centered around the integration of ChatGPT with contextual tech, generating unprecedented attention for Gamers8. Harnessing the power of generative AI, the entire execution was meticulously designed to seize users’ attention. It achieved this by delivering swift and concise content summaries in both English and Arabic while strategically navigating users to ad content through the integration of video and three distinct visual communications within the ChatGPT ad format. This approach enhanced the reading experience and fostered deeper engagement by developing strategic partnerships with gaming, sports, music, and entertainment publishers.The campaign was launched on a global scale, employing in-screen and in-image ads in international markets while focusing on ChatGPT Ads in regional markets such as KSA and the UAE, complemented by in-screen and in-image ads. The results have been nothing short of remarkable.The campaign achieved an impressive reach, connecting with a unique audience of 4.7 million individuals and sparking a staggering half a million ad interactions.The ChatGPT-led ad format, meticulously tailored to cater to Gen Z and Generation Alpha, successfully tapped into their desire for instant gratification, boasting an astonishing 7% interaction rate, with over 21,000 unique content summaries. Remarkably, nearly 70% of these interactions originated within Saudi Arabia. As the campaign progressed, interaction rates soared to an astounding 16.6% during the final week, surpassing display and social benchmarks in the region.The campaign’s success extended beyond the digital realm, with over 3,500 footfalls recorded at the Gamers8 event’s physical location. Commenting on the success of the campaign, Tareq Al Awar – Head Of Digital Media – Extend, said: "This is a testimony to push our efforts to stay at the forefront of innovation and bring a unique execution to our clients, introducing the latest tech as an early adopter in the Saudi market. We are continually striving to establish ourselves as a key differentiator in our digital offerings to our clients. When we proposed this first-of-its-kind execution, we were confident of achieving exponential results by applying a unique use-case of technologies like Generative AI and its applications to advertising that enhance the user experience and set new industry standards for creativity and engagement."Adel AlMeqren, The Head of Marketing & Branding at the Saudi Esports Federation, emphasized the historical significance of these achievements, proclaiming that Gamers8 is in the process of making Saudi Arabia a global epicenter for esports and gaming. He further underscored that Gamers8’s willingness to explore and implement something truly new and unique in the industry signifies the organisation’s commitment to innovation and its open-minded approach to marketing strategies.AlMeqren’s remarks shed light on Gamers8’s determination to break away from traditional marketing practices, highlighting their readiness to embrace novel ideas and execute them successfully. This forward-thinking approach not only distinguishes Gamers8 but also positions Saudi Arabia as a pioneering hub for esports and gaming innovation.In response to the campaign’s success, Herman D’Souza, Co-Founder of Smartifai, emphasized the pivotal role played by Extend, under the leadership of Tareq Al Awar, in shaping the outcome of the Gamers8 2023 digital activation campaign. Furthermore, Islam Haggag, Media Manager, played a vital role in orchestrating the campaign’s media presence and impact, further reinforcing the synergy between collaboration and execution in achieving remarkable outcomes through the Gamers8 unique activation.The 2023 Gamers8 event has not only shattered records but has also ignited a blazing trail of success, illuminating the path for a future where esports and gaming take center stage in the Kingdom of Saudi Arabia and beyond. As the gaming world continues to evolve, Gamers8 remains at the forefront, leading the charge towards new horizons and unprecedented triumphs.