Dettol, Zenith Media, and ThePubverse by ArabyAds Unite to Dominate the Living Room During Saudi National Day Share via

Dettol, Zenith Media, and ThePubverse by ArabyAds Unite to Dominate the Living Room During Saudi National Day

Full-funnel CTV campaign drives 1.07 million impressions and bridges awareness to online purchase through a cross-device strategy

Riyadh, Saudi Arabia – October 2025 — To mark Saudi National Day, Dettol, Zenith Media, and ThePubverse by ArabyAds joined forces to celebrate the Kingdom’s heritage on the biggest screen in the home. Through a groundbreaking full-funnel Connected TV (CTV) campaign, the partners achieved over 1 million impressions in under a week, illustrating how CTV can seamlessly connect the emotion of the living room with the action of online shopping.

In partnership with leading smart TV brands LG, TCL, and Hisense, the campaign secured prime homescreen visibility, placing Dettol at the center of family celebrations. As millions gathered to honor the Kingdom’s unity, Dettol became part of the national story, appearing in the most emotionally charged and engaging moments of the holiday.

The campaign’s true innovation lay in its cross-device strategy powered by HomeSync+ technology from ThePubverse by ArabyAds. After reaching households on their connected TVs, the same audiences were retargeted across mobile, tablet, and desktop devices with tailored messages that bridged brand awareness to direct purchase intent. This continuity ensured that viewers who discovered Dettol during moments of national pride could effortlessly find and purchase its products online when the time to act arrived.

The results reflected this precision-driven strategy. The campaign delivered 1,074,032 impressions, exceeding its target by 7.4%, alongside a 0.20% click-through rate, and achieved meaningful engagement across sports, beauty, and family-oriented audiences throughout Saudi Arabia.

“Saudi National Day presented a unique opportunity, with millions of families coming together at home,” said Fred Rizkallah, Senior Director at ThePubverse by ArabyAds. “We connected with over a million households in less than a week. By aligning Dettol’s message with moments of pride and togetherness, the brand became part of the celebration itself, enhancing, not interrupting, the viewing experience.”

The campaign’s full-funnel execution tackled one of advertising’s most enduring challenges: linking TV-driven brand love to mobile-led conversion. By uniting both environments through household-level targeting, the initiative demonstrated how emotion and action can coexist within a single campaign journey.

Laurie Bejjani, Senior Manager at Zenith Media, added: “This campaign exemplifies what happens when collaboration, data, and creativity align. Partnering with ThePubverse by ArabyAds and Dettol showcased how CTV can humanize technology, turning screens into spaces for connection and storytelling that drive real business results.”

ThePubverse’s sophisticated audience intelligence enabled Dettol to engage culturally relevant audiences during key National Day programming, then retarget them with contextual, conversion-focused messaging. As the Kingdom celebrated its unity, Dettol positioned itself not merely as a household brand, but as a trusted companion in family wellbeing—present in moments of emotion and at the point of purchase.

Nada Yasser Dettol Brand Manager – Personal Care, Middle East concluded: “Saudi National Day reaffirmed why Dettol exists – to protect the moments that bring families together. For over 90 years, we’ve been part of Saudi homes, and this campaign honoured that bond and legacy during one of the Kingdom’s most cherished occasions.”

This initiative sets a new benchmark for CTV advertising in MENA, proving that when supported by intelligent cross-device orchestration, the living room screen can spark measurable e-commerce outcomes, turning celebration into connection, and connection into conversions. 

About ThePubverse by ArabyAds
ThePubverse by ArabyAds is a leading supply-side and Connected TV (CTV) platform in MENA, empowering advertisers to connect with audiences through premium, data-driven video environments. With a focus on innovation, precision, and measurable impact, ThePubverse bridges the gap between awareness and conversion through advanced targeting, cross-device continuity, and content intelligence.