Every year, advertisers capitalize on the Ramadan season to bring their most creative advertising campaigns to life, mainly relying on social media and TV channels. And every year, the race to the top gets tougher and more and more agencies try to pinpoint the brand that has put others to shame in terms of reach and engagement.
However, the evaluation of said campaigns becomes increasingly more difficult given the abundance of video ads and the dilution of measurement methods.
This year, social video analytics platform Mintrics, along with Forbes Middle East, created a leaderboard that aggregates the engagement numbers of Ramadan advertising campaigns across the board and ranks them. Their edge? They rely on hard, cold data and statistics.
How does it work?
The Mintrics Meter is an artificial intelligence-based statistical algorithm that analyzes multiple metrics and outputs a score out of 10 to help brands rate their performance at a glance. It takes into account reach, engagement, viewership and retention at different weights.
“We designed an algorithm that detects which factors help boost the performance of each specific video. Once it detects those factors, the algorithm assigns them weights based on their importance in boosting the video performance,” CEO and cofounder of Mintrics Tarek Nasr tells Business Forward.
Different factors carry different weights, and hence, “utilizing cross-platform analytics, users will be able to get a comprehensive view of how a certain brand fared across different social platforms,” Forbes Middle East announced on its website.
As a social video analytics platform, “it felt only natural that we develop a dashboard, available for everyone during the high media season of Ramadan, so we are able to pinpoint the clear winners based on data of the Ramadan content season,” Nasr adds.
So who is leading so far in Egypt?
As the month is coming to an end, the leaderboard looks at brands in the UAE and in Egypt, with the numbers changing daily.
What is obvious though so far is that telecommunication companies are clearly leading the race with a total of 335.9 million video views as of June 10th, 2018. Vodafone is leading with the torch, followed by Etisalat Misr, Orange and Telecom Egypt (WE).
With 29 published videos, Orange managed to grow its fan base across platforms by 7,000, showing that it best invested its advertising efforts and money among its competitors.
The Big Four are followed by Pepsi, which outdid the telecom operators in terms of engagement rate with a score of 4.1%.
While the remaining five places of the top ten are largely occupied by electronics brands, namely Elaraby Group, Tornado Egypt and LG Electronics, Banque Misr ranks 6th with 26.6 million views of 14 videos.
As Ramadan is the month of giving and charity, it is not surprising that the 57357 Hospital for children with cancer made it to the 10th place, with 12.9 million views.
However, the race is not quite over yet. Make sure to check the leaderboard at the end of Ramadan to find out whether Vodafone will keep defending its first rank, or if an unexpected twist will propel someone else to the top.