Every Saudi Household. In 60 Days
Abu Bint. A multi-channel media plan to reach the maximum number of Saudi households in a single 60-day window — timed to peak Ramadan. YouTube + Shahid + Programmatic CTV, planned as one push.
Reach every Saudi household. In 60 days.
Abu Bint needed to reach the maximum number of Saudi households in a single 60-day window — with females 18–45 as the primary grocery decision-maker — aiming for genuine household-level penetration at national scale, timed to peak Ramadan viewing. The brief, in one sentence: every connected home in the Kingdom, in two months.
Multi-channel. One household.
We planned the buy across four environments — YouTube Skippable and UnSkippable, Shahid CTV, and Programmatic CTV — each unlocking a distinct screen. Smart buying models: CPV on Skippable for scale, CPcV on Shahid to guarantee 100% completion, so every impression we counted was a full view. Mid-flight, when DV360 paced slow, we activated Google's UnSkippable beta and added 2M unique households at no extra cost. And we timed weight to peak Ramadan — 19.5M impressions in the final week alone. Four channels. One household-level plan.
61.1M unique viewers against a 6.6M plan. Abu Bint became the default shelf choice when Saudi households were most attentive to food, family and tradition.
