Smartifai brings increased attention to Dubai Holding’s COP28 message

Smartifai brings increased attention to Dubai Holding’s COP28 message

 

Credits: UnsplashDubai Holding became the first brand in the MENA region to pioneer an attention solution under the climate change and sustainability vertical. 

Magna MENA and Smartifai embarked on a distinctive mission to effectively communicate Dubai Holding’s corporate message regarding COP28 and sustainability.

The challenge was to make this message resonate with the right audience in the appropriate context, ensuring that the entire communication process was not just heard but truly felt. 

Smartifai analysed contextual signals and addressable contexts to identify and engage users interested in topics related to COP28, sustainability, and climate change.

The objective was to minimise wastage and enhance efficiency in the campaign to maximise its impact.  

Smartifai captured contextual signals through the analysis of articles related to COP28 and climate change and delved into addressable contexts by examining opt-in social media users engaged in climate change and COP28 communities.

The technology identified the precise audience to target for Dubai Holding’s COP28 campaign in the open web ecosystem.

The campaign further employed ad formats such as In-Screen and In-Image ads to map users’ context and place them within the reading context. 

Smartifai also collaborated with Adelaide, a global attention measurement partner, to gauge the level of attention individuals gave to an