2020 has been a year of both challenges and opportunities for many of the United Arab Emirates’ major brands and effective advertising remains key to the survival for many. But who, according to the YouGov data, has experienced the highest increase in advertising awareness over the past year?
In a list reflective of 2020, the five brands that have experienced the highest increases in advertising awareness are: Noon.com, Amazon.ae, Lifebuoy, Colgate and Visa.
Noon.com and Amazon.ae registered the highest levels of advertising awareness among the five brands, standing at 42.2% and 37.7%, up from 31% and 29.6% respectively. The two large e-commerce platforms have understandably increased their marketing outlay with the pandemic accelerating the shift towards a more digital retail world.
Lifebuoy, the Unilever soap brand, has also benefited from pandemic-related opportunities and has raised its marketing profile accordingly. Supported by a high-profile hand washing campaign which ran across social media platforms, the 8.1% increase in Ad Awareness on top of its initial 11.8% reflects the increased importance placed on the soap brand’s products during the COVID-19 pandemic.
Oral hygiene brand Colgate also makes our list. Colgate achieved the highest uplift in Ad Awareness of any brand in the UAE in February. This success coincided with the launch of the Natural Extracts toothpaste which has worked to consolidate an overall annual increase in Ad Awareness of 6.9%.
The final brand on our list is Visa. The global payments technology company experienced a steady increase in Ad Awareness across the year, up 8.1% from January. News in April that the UAE Central Bank planned to increase pin-free limits on Visa contactless cards may well have contributed to the brand’s uptick awareness amongst UAE Nationals.
Methodology: The listed brands saw the highest year-over year increase in Ad Awareness for the period November 8 – December 8. Increases listed on chart and in text refer to the scores on December 8, 2019 and December 8, 2020 on a four-week moving average.