Arla Foods and ArabyAds collaborate to build MENA’s 1st ever cross-device Connected TV to E-commerce integrated journey | MMA Global

Arla Foods and ArabyAds collaborate to build MENA’s 1st ever cross-device Connected TV to E-commerce integrated journey

February 20, 2024
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Dubai, 20 February 2024 – ArabyAds, the global technology company, announced a strategic partnership with Arla Organic, a brand name under Arla Foods, the Danish-Swedish multinational cooperative and the fifth-biggest dairy company in the world, to leverage Connected TV advertising’s innovative capabilities.

The partnership aims to solve for classical challenge of the gap between the point of discovery and the point of sale in the FMCG sector. The technology leveraged an integrated cross-channel journey for consumers between Connected TVs where brand discovery initiates and E-commerce, where actual conversions are enabled.

The teams worked together to create a 1st of its kind, integrated campaign between CTV & E-commerce. The audiences were targeted on LG & Hisense TVs with coupon codes planted on the visual creatives. These coupon codes could be redeemed on the Carrefour e-commerce portal completing the backward integration between TV and e-retail. The campaign also leveraged ArabyAds’ proprietary technology HomeSync+ where users are retargeted on household devices, after showing an ad on TV, thereby connecting the earlier broken journey between TV & mobile devices.

Ghida Batal, Head of Media and Digital Excellence MENA at Arla Foods expresses enthusiasm, stating, "We are excited to partner with ArabyAds to leverage true innovative capabilities of Connected TV. TV continues to be the channel of the highest attention span. This innovation is a step ahead for unifying consumer journeys. We also witnessed a high coupon redemption rate which speaks of both targeting precision and the impact of Connected TVs in influencing consumer decisions."

ArabyAds Sales Director, Fred Rizkallah said, "The CTV to E-commerce was a bold step in creating an integrated consumer journey. We are humbled by the trust the teams placed in us. We closely partnered, monitored, and ensured the success of this campaign during the back-to-school season.”

ArabyAds Business Director, Samer Akhter said “This is a step ahead in our effort to continue to leverage innovation and invest in capabilities that create sustainable value for stakeholders. The cross-device full-funnel experience is transformational in solving existing challenges in the FMCG sector. We are actively investing in building technologies that unify the disconnected multi-screen consumer experiences. Look forward to building more success stories together.”

About ArabyAds

ArabyAds, a leader in digital advertising, empowers brands with its innovative Connected TV Advertising platform, delivering engaging campaigns to target audiences effectively.

About Arla Foods

Arla Foods is a Danish-Swedish multinational cooperative based in Viby, Denmark. It is the fifth-biggest dairy company in the world and the largest producer of dairy products in Scandinavia and the United Kingdom.