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The future of advertising isn’t a feed, it’s a chat

Ultimately, the question for marketers becomes whether their brand can show up naturally in conversation

The future of advertising isn’t a feed, it’s a chat
Julie Caironi, head of marketing, MENA – Snap Inc/Image: Supplied

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The digital advertising industry has spent the last decade perfecting the feed. We made it infinite, optimised it, personalised it, layered it with targeting and measurement, and trained entire creative cultures around getting people to stop scrolling for just one second more.

But people today are communicating differently than the formats we’ve built for them. They’re moving into more private, personal spaces, places where conversations happen, not broadcasts. Anyone working in marketing today can see the shift clearly, attention isn’t disappearing, it’s becoming more selective. Consumers want relevance, but they want it on their own terms.

On Snapchat, we’ve seen this play out most strongly in chat. It’s where people make plans, share recommendations, send jokes, talk through decisions, and stay close to the people who matter. In Q1 alone, our community exchanged 880 billion chats, a volume that reflects something deeper than usage. It reflects behaviour. It’s a reminder that culture doesn’t form in the loudest places, but in the most personal ones.

This is where the industry has a gap. For all the innovation in digital advertising, very little has been designed for the spaces where people actually communicate. We’ve spent years optimising for public consumption, while private conversation, arguably the most influential space in a person’s decision-making, has remained untouched.

That’s why Sponsored Snaps represent more than a new product. They signal a broader shift, a move away from attention-seeking formats toward communication-led formats. Instead of inserting brands into a feed, this approach considers how people actually talk, share, and engage in the real world. The creative is short, expressive, full-screen. The tone feels conversational rather than declarative. And the interaction is entirely optional, people can watch, ignore, or reply like they would with any message from a friend.

What’s interesting is how naturally people respond when advertising adopts the language of communication rather than the language of broadcasting. We’ve seen this in the behavioural patterns emerging from early experiments, people describe these conversational formats as relevant to how they already use the platform, with a significant majority saying they fit seamlessly into their day-to-day habits. And when an ad feels like it belongs in the environment, rather than interrupting it, its impact shifts. Campaigns rooted in conversational design have shown stronger lifts in key brand metrics and even more efficient paths to purchase, not because they push harder, but because they feel more aligned with how people naturally engage. It’s a reminder that effectiveness often comes from respecting the context, not overpowering it.

This becomes especially important as we approach Ramadan, a moment where attention becomes even more selective, behaviours become more intentional, and real, personal conversations drive decisions. Brands planning for Ramadan will need to think less about broadcasting and more about the value of the spaces where people actually talk to one another, coordinate gatherings, plan purchase and exchange recommendations.

And this is the real inflection point for the industry. We are entering a phase where the format matters less than the behaviour it mirrors. Young audiences, especially in MENA, gravitate toward experiences that feel grounded in real social dynamics, quick exchanges, inside jokes, ephemeral moments, and visually driven communication. When brands participate in that world thoughtfully, they don’t disrupt the experience, they become part of it.

The shift from feeds to chats is not about abandoning reach or scale. It’s about recognising that influence is increasingly built in spaces that feel personal, trusted, and culturally alive. It challenges brands to rethink not just where they show up, but how they show up. Less as broadcasters, more as participants.

Ultimately, the question for marketers becomes whether their brand can show up naturally in conversation. Because the next wave of advertising won’t be defined by who can dominate a feed, it will be defined by who can earn their place in the moments where real decisions are made.

BNW Developments launches first Tonino Lamborghini residences on Al Marjan Island

Each home reflects Tonino Lamborghini’s Italian craftsmanship, thoughtfully adapted to meet the expectations of cosmopolitan living in RAK

Nida Sohail
Nida Sohail

24 December, 2025

BNW Developments launches first Tonino Lamborghini residences on Al Marjan Island
Image credit: Supplied

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Closing the year with a landmark collaboration, BNW Developments, Ras Al Khaimah’s single largest private developer, has officially unveiled the first-ever Tonino Lamborghini Residences on Al Marjan Island. The launch marks a significant milestone for the emirate’s real estate sector, signalling a new chapter in waterfront ultra-luxury living defined by Italian heritage, architectural ambition, and long-term investment value.

The announcement positions BNW Developments at the forefront of Ras Al Khaimah’s rapidly evolving property landscape, while bringing the globally renowned Tonino Lamborghini lifestyle brand into one of the UAE’s most closely watched growth destinations. Together, the partners are introducing a development that blends scale, brand equity, and design-led living in a market increasingly attracting international attention.

Read more-BNW Developments’ founders on leadership, alliances and innovation

The official unveiling took place at Dubai’s Coca-Cola Arena, drawing an influential audience of high-net-worth individuals, leading real estate brokers, industry stakeholders, and renowned Bollywood celebrities. The event underscored BNW Developments’ reputation for meticulously curated launch experiences, combining architectural storytelling with world-class entertainment.

The evening culminated in a live performance by acclaimed Indian singer Jubin Nautiyal, setting a new benchmark for luxury real estate launches in the region. Beyond spectacle, the event reflected the ambition behind the project, positioning Tonino Lamborghini Residences as not just a property offering, but a lifestyle statement aligned with global luxury standards.

Image credit: Supplied

A convergence of design, lifestyle, and investment

At the heart of the collaboration is the integration of Tonino Lamborghini’s signature design language and lifestyle ethos with BNW Developments’ forward-thinking approach to high-performance urban living. Known globally for sophistication, bold aesthetics, and Italian excellence, the Tonino Lamborghini brand brings a distinctive identity that elevates the project’s positioning within Ras Al Khaimah’s premium segment.

Every aspect of the development, from spatial planning to interior detailing, has been conceived as an immersive experience rooted in luxury, legacy, and long-term returns. The partnership reflects a shared vision to create spaces that balance emotional appeal with tangible investment value.

“At BNW, we don’t just build homes, we curate investment-grade lifestyle experiences,” said Ankur Aggarwal, chairman and founder of BNW Developments. “Partnering with Tonino Lamborghini is a milestone that reflects our vision to bring global design legends to the region, delivering spaces that celebrate heritage while creating tangible value for discerning investors and residents.”

Image credit: Supplied

Italian heritage reimagined for Ras Al Khaimah

Dr Vivek Anand Oberoi, MD and co-founder of BNW Developments, emphasised the emotional and cultural resonance behind the collaboration. “The Tonino Lamborghini brand has always spoken the language of emotion, proportion, and beauty. Through this collaboration, we are bringing this timeless, historical sensibility to Ras Al Khaimah, reimagined through BNW Developments’ modern, cosmopolitan vision,” he said.

Tonino Lamborghini, founder of the Tonino Lamborghini brand, echoed this sentiment, describing the project as an opportunity to transform space into an experience. “Living somewhere is not simply about inhabiting a place but choosing every day the emotions that place can inspire,” he said. According to Lamborghini, the partnership opens a new chapter in a strategic market, creating a destination that balances identity and future while reflecting his unmistakable design signature.

Image credit: Supplied

Project scope and design vision

Tonino Lamborghini Residences, Ras Al Khaimah will feature an exclusive collection of 377 residences, including studios, one, two, and three-bedroom apartments, as well as villas, penthouses, and mansions. The project has been envisioned under the creative direction of Angela Krieger, with interior design led by Architect Carlos Rossi.

Each home reflects Tonino Lamborghini’s bold aesthetic and Italian craftsmanship, thoughtfully adapted to meet the expectations of cosmopolitan living in Ras Al Khaimah. The carefully curated mix of residences reinforces the project’s positioning as both a lifestyle destination and a strategic investment offering.

Reflecting on BNW Developments’ journey in Ras Al Khaimah, Dr Vivek Anand Oberoi highlighted the company’s early conviction in Al Marjan Island’s potential. BNW moved into the market at a time when few believed in its immediate prospects, securing a significant first-mover advantage.

“We truly believed that Al Marjan Island was going to become something spectacular, a vision that would rise from the sands and waters of Ras Al Khaimah,” he said. Today, BNW Developments has been announced by government stakeholders as the single largest private developer in the emirate, with approximately 90 per cent of its development portfolio located in Ras Al Khaimah.

Market dynamics drive strategic positioning

Industry fundamentals continue to support BNW’s bullish outlook. Ankur Aggarwal pointed to the impact of the upcoming Wynn gaming resort, which is expected to bring approximately 65,000 keys to the market. Current operating capacity stands at around 22,000 keys, creating a pronounced demand-supply imbalance.

“This clearly shows that there is a huge demand and a serious lack of supply,” Aggarwal said, noting that major global brands are increasingly converging on Al Marjan Island as the emirate’s prime growth corridor. Against this backdrop, BNW sought to introduce a brand that could not only compete but lead.

“A brand extension this large is extremely difficult and very special,” Lamborghini said, emphasising that true success lies not just in expansion, but in acceptance. The Ras Al Khaimah project, he noted, represents environments where contemporary comfort meets international charm.

With Tonino Lamborghini Residences, BNW Developments is positioning itself at the intersection of global branding, regional growth, and long-term investment, underscoring Ras Al Khaimah’s emergence as a serious contender on the global luxury real estate map.

Sharjah Police launch new licence plate category for classic vehicles and motorbikes

According to Sharjah Police, the category includes First Category and private plates for classic cars, along with First Category plates for motorcycles

Gulf Business
Gulf Business

24 December, 2025

Sharjah Police launch new licence plate category for classic vehicles and motorbikes
Image: Sharjah Police_X

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Sharjah Police has launched a new category of licence plates for classic vehicles and motorcycles across the emirate, expanding options for collectors and enthusiasts.

The announcement was posted on the authority’s social media sites.

The newly introduced plates, which have now been officially rolled out, follow Sharjah’s approved vehicle plate design and align with the emirate’s broader visual identity.

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The move is part of a wider initiative by Sharjah to enhance service quality

According to Sharjah Police, the category includes First Category and private plates for classic cars, along with First Category plates for motorcycles.

The design aims to meet modern regulatory standards while retaining the heritage character associated with classic vehicles.

The plates will be offered for sale in cooperation with Emirates Auction, providing a range of options intended to meet varying preferences while supporting efforts to modernise traffic services.

Authorities said the move is part of a wider initiative to enhance service quality for owners of classic vehicles and motorcycles, while strengthening the development of the emirate’s traffic management system.

Copper prices hit record highs on strong US growth, supply tightness

The benchmark three-month copper on the London Futures Exchange CMCU3 rose 1.3 per cent to $12,220.0 a tonne

Reuters
Reuters

24 December, 2025

Copper prices hit record highs on strong US growth, supply tightness
Image: Pixabay

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Copper prices extended gains to hit all-time highs on Wednesday as robust US economic growth boosted demand prospects for the metal, with supply constraints further bolstering prices.

The most-active copper contract on Shanghai Futures Exchange SCFcv1 closed daytime trading up 2.3 per cent at 95,080 yuan ($13,551.88) per metric tonne, as of 0723 GMT, after touching a record high of 96,510 yuan earlier in the session.

Copper price hits record high

The benchmark three-month copper on the London Futures Exchange CMCU3 rose 1.3 per cent to $12,220.0 a tonne.

It hit a record high of $12,282.0 earlier in the day.

The contract has registered a 39 per cent annual rise on US dollar weakness, bets of further Fed rate cuts, growing demand for AI and the renewable energy transition, and mine supply disruptions that have fueled speculative investment in the metal.

Read: Gold hits record high on Fed rate-cut bets, silver touches fresh peak

Why the digital-native generation is changing the nature of sport and competition

Hybrid formats combine physical performance with digital interaction, requiring participants to operate across both environments within a single competitive framework

Stephane Timpano
Stephane Timpano

24 December, 2025

Why the digital-native generation is changing the nature of sport and competition
Image: Supplied

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Every generation reshapes sport to reflect how it lives. New disciplines emerge, audiences evolve, and definitions of excellence shift. Today, the most consequential change is not a new format or technology, but a deeper transformation in how physical and digital experiences intersect in everyday life.

For much of the past century, sport assumed a clear boundary between the real and the virtual. You trained on the field, competed in the arena, and watched from the stands. That separation no longer reflects reality.

For younger generations in particular, digital environments are not an escape from the physical world but an extension of it. Work, learning, creativity, and social connection now move fluidly between screens and shared spaces. Sport is beginning to follow the same pattern.

The emergence of phygital sport

This is where so-called phygital sports have emerged, not as a novelty, but as a response to how people already engage with the world.

These hybrid formats combine physical performance with digital interaction, requiring participants to operate across both environments within a single competitive framework.

The point is not to replace traditional sport, just as esports never replaced football or athletics. It is acknowledged that physical skill and digital fluency are increasingly intertwined.

What makes this shift significant is not the technology itself, but what it demands from competitors. Success no longer depends solely on strength, speed, or endurance, nor purely on reaction time behind a screen. Instead, it requires adaptability, cognitive agility, and the ability to translate performance across environments. In that sense, hybrid competition mirrors the skills now expected well beyond sport, in education, the workplace, and creative industries, where people are asked to move seamlessly between physical execution and digital systems.

This convergence is already visible elsewhere. Architects design in virtual environments before building physical structures. Surgeons train using simulations before operating on real patients. Engineers stress-test systems digitally before exposing them to real-world conditions. Sport, historically one of the most tradition-bound cultural institutions, is now beginning to reflect the same logic.

There is also a social dimension to this evolution. Traditional sports structures have not always kept pace with changing patterns of participation, particularly among younger people who may engage deeply in digital competition but feel disconnected from legacy pathways. Hybrid formats can help bridge that gap by widening access points and recognising different forms of excellence, while still preserving the core values of discipline, teamwork, and physical effort.

Crucially, this does not diminish the physical. If anything, it raises the bar. Competing across physical and digital domains demands broader preparation and more diverse forms of excellence.

Athletes must be conditioned not only for exertion but for rapid decision-making, situational awareness, and collaboration with technology. The body remains central, but success now depends on how physical capability is integrated with higher cognitive load, sharper judgment, and sustained mental resilience within a more complex competitive system.

These questions about how humans and technology interact extend beyond sport. They sit at the heart of wider societal choices about education, talent development, and community participation. That is why some countries are beginning to treat sport not only as entertainment, but as a living laboratory for understanding how physical and digital systems can coexist productively.

Phygital basketball at Games of the Future 2025. Image: Supplied

Sport and its importance to the UAE

In the UAE, this approach aligns closely with ‘We the UAE 2031’, which prioritises human capital, social cohesion, and digital infrastructure at the centre of long-term development. The strategy recognises that future prosperity depends on preparing people to operate confidently across physical and digital worlds. Sport, when approached thoughtfully, can reinforce that ambition.

The designation of 2025 as the Year of Community further reflects this thinking. Community today is no longer defined solely by geography or tradition. It is shaped by shared interests, hybrid identities, and collective experiences that move between online and offline spaces. Competitive formats that reflect this reality can bring together participants and audiences who might otherwise remain disconnected.

One example of this experimentation is the Games of the Future, which was hosted this year in Abu Dhabi and brought together physical sport, esports, and technology-led disciplines under a single framework. Its relevance lies less in spectacle than in what it reveals about participation, governance, and engagement in a converging world.

Ultimately, sport evolves because society evolves. As physical and digital realities continue to merge, insisting that competition remain anchored to outdated distinctions risks making it less relevant to future generations. Embracing new formats does not mean abandoning tradition. It means recognising that excellence, like the world itself, no longer exists in a single dimension.

The writer is the CEO of ASPIRE.

Read: From data to devotion: How sportstech can transform the Middle East sports ecosystem

RTA launches transport data analytics lab to boost smart mobility in Dubai

Using the Data Drive platform, traffic patterns before and during the event were assessed to identify congestion points and improve traffic flow across the exhibition area

Gulf Business
Gulf Business

24 December, 2025

RTA launches transport data analytics lab to boost smart mobility in Dubai
Image: Dubai Media Office

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Dubai Roads and Transport Authority (RTA) has launched a Transport Data Analysis Laboratory at its Enterprise Command and Control Centre (EC3), strengthening Dubai’s capabilities in data-driven transport planning, operational readiness, and emergency response.

The new laboratory is designed to monitor, collect and analyse transport data, producing specialised studies and reports that support decision-making at both strategic and operational levels. It also enhances preparedness for major events and emergencies, reinforcing Dubai’s standing as a smart city and a global leader in sustainable mobility.

The initiative further elevates the role of the Enterprise Command and Control Centre as an integrated strategic platform that links and governs RTA’s control centres. By unifying operational monitoring within a single system, the laboratory activates artificial intelligence technologies and predictive models for scenario analysis, enabling proactive solutions, improving efficiency, and reducing response times during major events and operational disruptions. It also aligns with RTA’s future direction of delivering customised, data-driven transport services.

Mohammed Al Ali, Director of the Enterprise Command and Control Centre, said: “The establishment of the Transport Data Analysis Laboratory represents a qualitative shift in the operational analytics ecosystem. It strengthens integration between monitoring systems and artificial intelligence and converts large volumes of operational data into predictive indicators that support accurate and rapid decision-making. These indicators contribute to smoother traffic flow, higher operational efficiency, and enhanced sustainability of the transport system across the emirate.

Read: RTA opens key bridges at Trade Centre roundabout ahead of schedule

“This initiative represents a new step within RTA’s ongoing efforts to harness modern technologies in support of its vision for safe, seamless, and sustainable mobility, while reinforcing the role of the EC3 as a key hub for innovation and digital transformation within Dubai’s intelligent transport ecosystem.”

He added: “The Transport Data Analysis Laboratory is supplied with real-time data from more than 35 sources covering various modes of transport, in coordination with operational centres and relevant departments. These include buses, the metro, the tram, marine transport, soft mobility means, as well as taxis, limousines, and private vehicles. The laboratory also automates more than 150 operational performance indicators, enhancing planning effectiveness, on-ground coordination, response speed, and the evaluation of implemented or pre-planned policies.”

Al Ali further noted that the laboratory represents a practical step towards translating RTA’s vision into action, while expanding research collaboration with academic institutions and strategic partners. “This is achieved through decision-making supported by an integrated framework focused on preparing comprehensive analytical studies and reports and leveraging artificial intelligence and big data to build advanced analytical models,” he said. “These models contribute to forecasting traffic movement and demand levels across different modes of transport, thereby enhancing operational readiness under various times and conditions.”

Data Drive platform

The laboratory has already been deployed to analyse transport movement during GITEX 2025. Using the Data Drive platform, traffic patterns before and during the event were assessed to identify congestion points and improve traffic flow across the exhibition area. The insights will be used to enhance operational efficiency and inform planning for future large-scale events.

Through its advanced analytical systems, the laboratory has also supported the identification of locations with a higher likelihood of recurring traffic accidents. This enables targeted corrective measures to be implemented in coordination with relevant authorities, contributing to improved road safety and smoother traffic movement across Dubai’s road network.

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