The Demographic and Psychological factors (Targeting Segmentation) Effect on the Effectiveness of Digital Advertising Campaigns in Arab Markets

Abstract

This study examines the effect of the demographic and psychological factors (targeting segmentation) process into demographic groups, interested groups, and ad display time scheduling on the success of digital advertising campaigns in Arab markets. A literature review has been conducted, and a framework illustrating the research case has been provided. A sample of (N = 384) respondents, using an electronic questionnaire distributed to Google ads and social media networking marketers in Arab countries (Jordan, Saudi Arabia, Egypt, Iraq, Palestine, Kuwait, Oman, United Arab Emirates, Algeria, Morocco, Tunisia, Qatar, and Bahrain). This study's empirical findings are presented. The statistical technique is used to conduct the analyses. This study adheres to the widely accepted PLS-SEM analysis reporting style. The study discovered a strong relationship between age group segmentation and the success of advertising campaigns. There is also a strong correlation between the success of advertising campaigns and the scheduling of displaying advertisements during the day and through weekends. The study also discovered a moderate relationship between interest groups and advertising campaign success. Therefore, we recommend that users divide their advertising campaigns into ad sets during the campaign preparation process. Each group comprises ten years of age with the same interest and focuses on displaying the advertising campaign for each age group separately, and at different times for each age group, after researching the dominant culture in each region.