Observing Ramadan in the digital age

Performance marketing during Ramadan is all about timing and going big on mobile in mobile-first Muslim nations such as Indonesia.

Photo: AFP

Thursday 17 May marked the beginning of Ramadan, when Muslims worldwide fast from dawn to dusk during the entire holy month before the Eid celebrations on 15 June.

This period will see advertising dollars for festive spend being concentrated in Southeast Asia, home to Indonesia, the most populous Muslim nation in the world, along with significant Muslim populations in Malaysia, Brunei, Philippines and elsewhere. Ramadan typically accounts for about 40% of all annual spend for...

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