Dubai, UAE — 30 June 2025: For years, many marketers have scaled back during summer in the GCC, assuming audiences are elsewhere and media effectiveness drops. Platformance’s new report suggests that view may be out of date.

The report, titled “Stay, Spend, Scale: From Summer Slump to Growth Surge,” draws on recent data from YouGov, TikTok and Platformance’s own performance marketing arm, Calibrate Commerce. It outlines how shifts in resident behaviour and media dynamics now position summer as an underused window for brands ready to act.

“Our role is to help brands grow in moments others might overlook,” said Waseem Afzal, Founder and CEO of Platformance. “This report reflects what we see across campaigns every summer. The people who stay are spending, and the media works better than many expect.”

What the Data Shows

• Around 70 percent of residents in the UAE and Saudi Arabia plan to remain in country this summer

• High earners and families are more likely to stay than leave

• CPLs fall by up to 20 percent in early summer, with improved conversion rates and lower media noise
• Spending is shifting indoors and online, particularly around wellness, entertainment and digital first retail

From Perception to Possibility

The report encourages marketers to approach the season with fresh eyes, supported by a clear action plan.

Platformance recommends brands:

• Build campaigns that move from brand to performance across the funnel

• Experiment with new formats such as CTV, gaming and shoppable video while costs are lower

• Lean into Arabic first creative and culturally aware storytelling

• Track business outcomes, not just media activity

“Summer gives you room to test,” Afzal added. “Not everything has to be a scale play. Some of the smartest campaigns begin with a few weeks of focused learning.”

Why Platformance Built This

Platformance is designed to help brands grow in ways that are measurable, regionally tuned and commercially accountable. This report reflects that thinking.  Grounded in data, shaped by ongoing performance insight, and meant to support brands looking to move early and grow steadily.

Download the full report here

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