Etisalat UAE—a multinational telecommunications provider that operates across Asia, the Middle East, and Africa—wanted to understand how they can control and protect their brand identity online. To execute the strategy, the Etisalat UAE team leaned on agency partner Initiative—one of the world’s premier media agencies—and MRC-accredited Moat by Oracle Data Cloud.
The team set out to improve the overall effectiveness of Etisalat’s digital display and video advertising to ensure their campaigns were succeeding in driving brand awareness. The core focus was securing premium, brand safe inventory for Etisalat to increase consumer engagement and protect their brand across the open web.In addition to brand safety, increasing viewability and attention were of huge importance to Initiative as this provides Etisalat with greater transparency into digital performance and better control over their ad spend.
Armed with Moat’s comprehensive dashboard of metrics, and relying on its trusted history of brand stewardship, Initiative was able to transform Etisalat’s digital performance and drive significant improvements across viewability, brand safety, and attention.
Viewability: Display in-view rate increased 11%,
Cost savings: Display eVCPM decreased 21%, Video eVCPM decreased 40%
Brand Safety & IVT: Display IVT decreased 36%, Display brand safety increased 2%
Attention: Universal interaction time increased 44%, Universal interaction rate increased 69%, Average Page Dwell Time increased 18%
"Etisalat is persistent in constantly executing new solutions that can ensure better brand safety and help us track more advanced media measurements that reflect in our business.” - Fares Fares, Vice President of Digital Communication at Etisalat
"Working with Etisalat and Moat for the past three years we have tested and implemented a variety of tech solutions. At Initiative, we believe as the digital ecosystem expands and becomes more complex, relying on partners like Moat will help us keep our clients’ communications within a safe environment and deliver more out of our media budgets.” - Saadeddine Nahas, Regional Digital Director, Initiative