The Reality of Designing and Producing Digital Banking Advertisements in the Context of Digital Transformation:A Content Analysis Study of Facebook Advertisements by the National Commercial Bank
DOI:
https://doi.org/10.65405/xrwkee89Keywords:
Digital Advertising, Banking Advertising, Advertising Design and Production, Digital Transformation, Content Analysis.Abstract
The study aimed to identify the current state of digital advertising design and production at the National Commercial Bank in the context of digital transformation by analyzing the content of 56 advertisements published on the bank’s official Facebook page during the first half of 2026, using the content analysis method.
The findings revealed that promotional advertisements, rational appeals, and direct advertising were predominant. The bank also relied on simplified colloquial Arabic, combined visual and textual elements in its logo, and maintained a clear visual identity across most of the advertisements.
The study concluded that digital advertisements contributed to promoting banking services, simplifying information, enhancing financial and digital awareness, and strengthening communication with customers. These findings reflect the use of digital transformation to develop advertising message content and presentation techniques, supporting the shift toward smart and secure banking services.
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