From Sahur to Eid: The 3X Formula Brand Marketers Are Using for Ramadan 2026

Ramadan 2026 isn't just another festive season. It's a $230 billion (BN) market opportunity across Southeast Asia (source of Asia). But here's what most media planners miss: the window to capture attention is brutally narrow, and the rules have changed.  ‍

The new reality: Why 2026 is different

Let's start with what your brand is up against.

By 2026, 88% of total digital ad budgets in APAC will be mobile-first (marketing-interactive). Connected TV will command 15-20% of digital spend — up from single digits just two years ago.  

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And consumers? They're not browsing leisurely. They're making purchase decisions in three critical windows:

• Pre-Ramadan (early Feb): 40% of shoppers start here  

• During Ramadan: 39% shop mid-season, with peak activity between 4-6 PM https://www.notion.so/5  

• Last-minute surge: 84% empty their carts 1-2 weeks before Eid https://www.notion.so/6  
  (M+C Saatchi Performance; Supermom Business)

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If your campaign doesn't align with these windows, you're burning budgets. Winning requires precision: knowing exactly who to target, when to reach them, and where to show up.

WHO: connect with your Ramadan audience

Reach 135 million (MN) consumers across Indonesia (93%), Malaysia (75%), and Singapore (18%).  

By Generation:

• Gen Z (1997-2012): 90% on YouTube, love short videos. Mobile and video campaigns win here.

• Millennials (1981-1996): 72% research online, price-sensitive. E-commerce focus pays off.

• Gen X (1965-1980): 67% want family content. Night-time mobile ads work best.

• Boomers (1946-1964): 30% prefer stores. Hybrid campaigns essential.  

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‍By Behaviour:

• Home Feasters (147MN): Cook at home, celebrate with family. Target with meal kits and delivery.

• Generosity Guardians (73.5MN): 49% increase charity. Emotion-driven campaigns resonate.

• Last-Minute Shoppers (118.5MN): Split between early (40%) and late (39%) buyers. Cover both.  

Leverage the precision of mCanvas’ media buying efficiency with data-driven targeting, to reach your audience this Ramadan.

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WHEN: target these shopping windows

Pre-Ramadan:

81% of shoppers research 2 weeks early. 84% of Indonesians empty carts 1-2 weeks before Eid.

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Peak Hours:

Indonesia: 11 AM–2 PM | Malaysia: 7 PM–11 PM

WHERE: optimize impact on the right channels

• Mobile First: 56% of purchases happen on mobile. 97% use it for research.

• Video Wins: 133.5MN influenced by video ads. 89% engage with mobile video.  

• Go Multi-channel: 93% of shoppers use both online and offline. 73% hunt for cross-channel deals.

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The 3X Formula for Ramadan 2026

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The proof -  

• 2.1X brand awareness with multi-channel vs. single-channel

• 3X attention with interactive ads vs. YouTube

• 8X purchase intent with AI-driven personalization
  (Nielsen, Lumen, Kantar)

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Access the Marketers Handbook for Ramadan 2026 with detailed insights and strategies to elevate 3X brand impact in Southeast Asia.

Why Attention Matters for Ramadan

Here’s what makes the difference with mCanvas’ immersive experiences - Attention drives action.  

A global mCanvas × Lumen study proved how our interactive ads deliver ~4X higher Attention Per Mille (APM) than standard display ads. The +106% APM lift translates to 9% higher purchase intent (verified by Kantar).  

For Ramadan 2026, mCanvas' immersive ad formats capture attention that converts into results across mobile, CTV, and desktop.

Proof: Ramadan 2025 Success Stories

- IKEA deployed GIF push notifications timed for Buka Puasa and Raya shopping. 3.7% CTR — proof that timing and formats, matter.  

- McDonald's interactive mobile ads promoted delivery during the festive month. 11.9 seconds engagement time — enough to convert.  

- Explore how Garnier's Ramadan campaign made the most of contextual precision, personalized push notifications, and moment-based targeting to garner 7.8X CTR and over 2.5 MN impressions.

These brands didn't outspend competitors. They out-strategized them!

Your Move for Ramadan 2026

The roadmap is clear. The data is verified. The opportunity is massive.

But execution separates winners from facilitators. What you need:

• Mobile-first creatives ready in 48-72 hours

• Budget concentrated in the peak-hours window

• CTV campaigns for brand building + mobile for action

• Attention-first campaigns are vital for festive success

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Ramadan 2026 begins mid-Feb. The early movers are already planning.

Partner with mCanvas to craft omnichannel campaigns that deliver 3X brand impact during Ramadan. Reach out at apac@mCanvas.com to start building your Ramadan campaigns today.