New study on Saudi online ad-viewing habits released

Study aims to bridge the gap between traditional measurement metrics and actual human behavior. (Supplied)
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Updated 25 October 2024
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New study on Saudi online ad-viewing habits released

  • Plan to better tailor adverts for consumers in Mideast, North Africa
  • Online platforms surveyed include YouTube, Instagram, Snapchat

DUBAI: International advertising group Dentsu has released the results of a new study of the habits of Saudi Arabia and other consumers across five social media platforms including YouTube, Instagram and Snapchat.

The “Unlocking the Currency of Attention KSA” report “is the first in the world which specifically looks at the viewing and retention habits of our Arabic MENA audience,” said Ramzy Abouchacra, media practice president, dentsu MENA.

He added that “it’s set to reshape the way we create and disseminate advertising content” in the Middle East and North Africa region.

The study aims to “bridge the gap between traditional measurement metrics and actual human behavior, offering vital insights into how attention shapes advertising effectiveness,” he told Arab News.

To determine human behavior on social media, the study simulated real-world use of social and video platforms using tools including eye-tracking software and brand-recall exercises, he explained.

The results of the study were then analyzed to understand audiences’ attention spans and the impact of advertising content on consumers, he added.

One of the key findings of the study is that an ad being “viewable” does not guarantee it is “viewed.” The former refers to the opportunity for the ad to be seen whereas the latter ensures the audience has actively viewed the advert.

For example, at least 50 percent of the advert’s pixels should be visible in the browser window for a continuous 1 second for images and 2 seconds for videos.

Abouchacra said the shift to attention and impact is aimed at assessing whether an ad is “viewable,” or made available for someone to view. But also whether it is “viewed,” which means “catching the attention of desired audiences and therefore being actively viewed.”

This richer understanding of how audiences behave and consume content allows advertisers and agencies to better tailor their ad campaigns, he added.

Diving deeper, the study found that even though one platform had an average viewable time of 15.1 seconds, ads were only viewed for approximately 33 percent of that time (5.3 seconds). This suggested that the content did not capture the audience’s attention.

For example, if an ad is not interesting, the viewer might decide to step away resulting in the ad still being played, which in turn would make it viewable. However, it does mean it was not viewed because it did not capture the viewer’s attention.

“A reduction in views doesn’t necessarily mean that someone stepped away from a screen, it could also be that a viewer disconnects from the ad or diverts their attention to something else,” said Abouchacra.

He added that this was “particularly common in the era of multi-screen viewing habits — and therefore the content is not absorbed, reducing its effectiveness.”

Overall, social media content in the Middle East and North Africa region had “lower visibility” compared to international markets, but viewed times across most platforms was higher with an average time of 6 seconds versus a global benchmark of 4.36 seconds, he said.

This implies that audiences in the region are more inclined to watch content for longer, even though they may be presented with less opportunities to see it, Abouchacra added.

The report is another step in Dentsu’s commitment to Saudi Arabia with the network being present in the Kingdom for the last 17 years. This year it opened a regional headquarters in Riyadh in addition to the pre-existing office in Jeddah.

In a separate interview, Tarek Daouk, CEO of Dentsu’s recently created Middle East, North Africa and Turkiye operation, told Arab News the company wants to create a “locational and cultural hub connecting East and West.”

This would provide the “opportunity for local clients to expand globally, and international clients to engage with the growth opportunities within the Kingdom and beyond,” said Daouk.

 

 


Award winning Al Arabiya reporter recounts horrors of covering Sudan

Updated 16 February 2026
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Award winning Al Arabiya reporter recounts horrors of covering Sudan

  • Almigdad Hassan describes his journey covering killings, hunger and disease
  • RSF continues onslaught as world fails to stop Sudan war

LONDON: When war erupted in Sudan in April 2023, Almigdad Hassan, a 27-year-old pharmacy graduate from the University of Khartoum, had just begun his first job at a pharmaceutical company.

Within days, the explosions that trapped him in the capital pushed him into frontline war reporting for Saudi Arabia broadcasters Al Arabiya and Al Hadath.

It was a decision that would later earn him an international free press award for courageous coverage of one of the world’s most underreported and inaccessible humanitarian catastrophes.

Front view of the University of Khartoum's Faculty of Pharmacy, where Almigdad Hassan earned his BS Pharmacy degree. (Supplied)

As most residents fled Khartoum, Hassan said he felt compelled to stay.

“Something inside me was driving me to stay, but I didn’t know what it was,” Hassan told Arab News after winning the Newcomer of the Year award from Free Press Unlimited, a Netherlands-based international press freedom organization.

“I just felt that this was my chance to use my talent in media to do something for my people and humanity.”

At the time, he took three days to accept Al Arabiya’s offer to become an official war correspondent, following a previous internship with the network.

He did not anticipate that the power struggle between the Sudanese Armed Forces and the Abu Dhabi-backed Rapid Support Forces would spiral into a protracted war — now nearing its third anniversary and widely described as the world’s worst humanitarian crisis.

“Things escalated so quickly in Khartoum. Main roads and bridges were blocked, armored vehicles and military checkpoints were seen everywhere,” Hassan said, referring to the RSF’s seizure of Khartoum International Airport, the presidential palace, and several military bases in April 2023.

“Every time I carried my equipment and stepped outside to report, I did not know whether I would reach my assignment or make it back home. Every decision put my life at risk.”

Sudan's Army chief Abdel Fattah al-Burhan (C) and paramilitary commander Mohamed Hamdan Daglo (2nd L) attend the signing of a peace deal in Khartoum on December 5, 2022, months before their factions started fighting. (AFP/file photo)

He shared harrowing testimonies from survivors in displacement camps in El-Obeid, North Kordofan, where residents had fled violence in the RSF-controlled towns of Kadugli and Dilling in South Kordofan before their liberation during a major SAF army breakthrough last fortnight.

“I heard more than 10 accounts of grave human rights violations, including mass killings, torture, widespread gang rape, and arbitrary imprisonment,” Hassan said of his reporting last December.

Hassan recounted 15 months of reporting from RSF-controlled Khartoum before the SAF retook the capital last March, describing it as “the darkest time of my life.”

“Khartoum was hell back then. It was the worst place in the world in terms of security and the violation of every basic human right to a level no one can imagine,” Hassan said.

He recalled that the most harrowing scenes he witnessed came within the first week of the war, when “bodies of residents lay decomposing in the streets and were eaten by dogs.”

“This was the moment I realized our humanity was being erased, just as those bodies were slowly vanishing,” Hassan said, “but it reinforced my belief that documenting these horrors was my mission, no matter the risks.”

People walk among scattered objects in the market of El Geneina, the capital of West Darfur in Sudan following weeks of fighting between the SAF and RSF, on April 29, 2023. (AFP)

He reported attacks involving killings, rape, and arbitrary kidnappings carried out inside private homes. He also pointed to unofficial mass graves hastily dug into residential streets to bury the dead, while some bodies were left to decompose inside houses.

“The armed men would celebrate killing residents because anyone living in army-controlled areas was seen as supportive of the army,” Hassan said.

“These are not only media narratives. It is a reality people lived.”

Since the war began, both the RSF and SAF have been accused of committing atrocities. However, the RSF has been accused of genocide against non-Arab groups such as the Masalit, Fur, and Zaghawa tribes in West Darfur. Abu Dhabi has been accused of backing the RSF.

Last year, a detailed report produced by Amnesty International provides evidence for the presence of UAE armored personnel carriers and infantry fighting vehicles in Sudan being used by the RSF in particular. Amnesty also accuses the RSF of war crimes. 

In August 2024, 15 months into the war, the UN-backed Famine Review Committee of the Integrated Food Security Phase Classification declared famine in North Darfur’s Zamzam displacement camp, which had been under RSF blockade — the committee’s first such determination in more than seven years.

Last November, the UN declared famine in RSF-controlled Al-Fasher, the capital of North Darfur, and Kadugli, the capital of South Kordofan, warning that a further 20 areas across Darfur and Greater Kordofan were at risk in what it described as “the world’s largest hunger crisis.”

Last fortnight, the global hunger monitor issued an alert saying famine thresholds for acute malnutrition had been surpassed in the contested North Darfur localities of Um Baru and Kernoi.

Hassan pointed to the lack of safety and severe movement restrictions in RSF-controlled areas, describing neighborhoods as “largely emptied of residents” and cut off, with no services or medical supplies.

Almigdad Hassan says the most harrowing scenes he witnessed came within the first week of the war, when “bodies of residents lay decomposing in the streets and were eaten by dogs.” (Supplied)

By autumn 2024, months before Khartoum was reclaimed by the army, residents in some neighborhoods were dying from diseases such as dengue fever, with no access to basic medical supplies or care.

Hospitals, he said, were reporting at least four deaths a day.

During the outbreak, which also infected some of his fellow journalists, Hassan said he relied on his training as a pharmacist to assess the risks but was still “scared for my life, knowing the risk was high and there was little protection.”

He said he felt a responsibility to document both the military and humanitarian dimensions of the war, particularly in the absence of any rule of law or effective security presence.

People, he noted, were entirely dependent on humanitarian support at a time when aid organizations were denied access.

“It was hard to witness this as a human being, let alone document it as a journalist,” he said. “Even enemies have basic human rights that need to be maintained, but unfortunately, what I saw was that fighters and armed militia got used to the act of killing in a horrific manner.”

The RSF, he said, engaged in direct clashes that killed civilians while also burning entire villages and looting livestock, shops, and property. Once-bustling roads in Khartoum had become deserted, unrecognizable corridors of destruction.

Almighdad Hassan said his work as a journalist allowed limited movement around Khartoum after complex security arrangements with both sides. (Supplied)

According to UN figures, the conflict has displaced roughly 14 million people and killed hundreds of thousands.

Hassan said his work as a journalist allowed limited movement around Khartoum after complex security arrangements with both sides — a privilege unavailable to most civilians.

“Yet, we were often caught in crossfire and at risk of being killed by the other warring party, which viewed us as siding with the enemy,” he said.

“As journalists, we relied on solar power to charge our equipment and stay connected, which gave us more access than ordinary citizens. Even then, once we left our office — often our only safe space — we were completely isolated. If something happened to you in the streets, no one would know.”

Beyond the devastating loss of human life, Hassan said the violations extended to Sudan’s cultural heritage and national history.

A picture shows a view of the damage at the Sudan National Museum in Khartoum on April 11, 2025, after the army recaptured the country's capital from RSF paramilitaries the previous month. (AFP/file photo)

Reporting from the aftermath of attacks on the presidential palace and the national museum, he said he witnessed the destruction and looting of artifacts tracing the country’s history since independence.

“I watched the country’s history being erased in front of my eyes,” he said, referring to damaged artifacts, gifts from earlier eras, and the destruction of classic cars once used by former presidents.

“I realized the brutality of this war when I saw people killing their own countrymen and destroying their own culture, heritage and history.”

Hassan described residents’ “hysterical happiness” in every area retaken by the army. Many, he said, likened life under RSF rule to “colonialism,” saying they were treated like foreigners rather than Sudanese.

Almigdad Hassan described ‘hysterical happiness’ in every area retaken from RSF. (Supplied)

Though both sides have been accused of violations, Hassan said people want a ruling authority that restores the basic dignity and human rights they lost.

In announcing the award, Free Press Unlimited said Hassan was recognized for his “dedication, courage, and ability to deliver compelling, accurate reporting under extreme conditions.”

Hassan said the recognition deepened his sense of responsibility toward humanity and strengthened his determination to continue reporting on the devastating war.

“With time, I understood the importance of what I do,” he said. “I realized how journalism can protect lives and deliver voices that would otherwise go unheard.”

He described the award as a shared responsibility with the international community. With his work now recognized globally, Hassan said his reach — and his mission — has only grown.

“It is no longer a job. It is my mission.”