Etisalat improves brand awareness and brand safety with Oracle Moat

Multinational telecom brand Etisalat transformed its digital performance through a trusted partnership with its agency, Initiative, and Oracle Moat.


Etisalat is persistent in constantly executing new solutions that can ensure better brand safety and help us track more advanced media measurements that reflect our business.

Fares FaresVice President of Digital Communication, Etisalat

Business challenges

Etisalat and Initiative set out to improve the overall effectiveness of Etisalat’s digital display and video advertising to ensure their campaigns were succeeding in driving brand awareness. The core focus was securing premium, brand-safe inventory for Etisalat to increase consumer engagement and protect its brand across the open web.

In addition to brand safety, increasing viewability and attention metrics were of huge importance to Initiative, as this provided Etisalat with greater transparency into digital performance and better control over ad spend.

Working with Etisalat and Moat for the past three years, we have tested and implemented a variety of tech solutions. At Initiative, we believe as the digital ecosystem expands and becomes more complex, relying on partners like Moat will help us keep our clients’ communications within a safe environment and deliver more out of our media budgets.

Saadeddine NahasRegional Digital Director Initiative, Etisalat

Why Etisalat chose Oracle

Moat measurement proved invaluable for Etisalat and Initiative—delivering successful performance results across the entire remit of metrics and KPIs. With an eye to the future, Initiative has integrated Moat metrics into the live reporting dashboard and has begun optimizing toward advanced KPIs and metrics such as Attention Quality, Universal Interaction Rate, and Hover Rates.


Armed with Moat’s comprehensive metrics dashboard, Initiative helped transform Etisalat’s digital performance and drove notable improvements across viewability, brand safety, and attention.

Etisalat and Initiative were able to report on campaign effectiveness and improve performance by combining Moat’s verification solutions with its industry-leading attention metrics—resulting in a detailed, 360-degree view of Etisalat’s in-flight campaigns.

Strengthening brand safety measures was one of the primary goals of Initiative’s work with Etisalat, and thanks to its agency and Oracle Moat, the brand safety rate increased to 98.5%. Moat’s comprehensive and customizable set of brand safety solutions gave Initiative greater control of ad placements and helped to pinpoint value-adding content and inventory for Etisalat.

In addition, Etisalat’s ad spend became more efficient by reducing eVCPM rates and driving consumer awareness by shifting spend away from channels with high invalid traffic (IVT) rates and better attention rates.

Published:November 30, 2021