Arab Today, arab today internet advert spending on the rise
Last Updated : GMT 21:33:58
Arab Today, arab today
Arab Today, arab today

Internet advert spending on the rise

Arab Today, arab today

Arab Today, arab today Internet advert spending on the rise

Dubai - Arabstoday

Spending on internet advertising in the GCC and Levant is forecast to hit 9 per cent of the total advertising market this year, and is fast approaching the proportions spent in developed markets such as the US and Germany.Digital advertising has been considered a poor relation to television and newspapers, which remain the dominant media for advertising in the Arab world.But new research by the agency Omnicom Media Group (OMG) suggests online advertising is set to account for US$170 million (Dh624.43m) this year - or 9 per cent of the total $2 billion advertising market in the GCC and Levant.That is a greater proportion of online advertising spending than in markets such as India and Belgium, and is close to levels in developed markets such as Germany.In the US, spending on digital media accounts for 13 per cent of the total advertising market - and the GCC and Levant are fast catching up, according to OMG.\"Digital is taking up a significantly bigger percentage than people think,\" said Dimitri Metaxas, the regional executive director for digital at OMG in the Mena region.\"In the Middle East [it] is about 9 per cent, which puts us not far off markets like Germany and the US in terms of net share of digital.\"The figures, published in a paper entitled \"Digital in Mena: Multi-speed sophistication\", was likely to \"raise a couple of eyebrows\", Mr Metaxas said. That is because previous estimates put the levels of digital advertising spending much lower. Other industry executives disputed OMG\'s forecasts.\"I don\'t think it has reached 9 per cent,\" said Elie Aoun, the managing director for the Mena region at Ipsos MediaCT, which tracks advertising spending in the region. \"My estimate is that the spending is not more than 3 to 4 per cent.\"Mr Aoun said TV remains the dominant advertising medium in the region, but acknowledged that online advertising was increasing.\"Digital is growing and will grow, but it is still very negligible in this region,\" said Mr Aoun. \"For sure, it is increasing. Three to four years ago, it was only half a per cent or 1 per cent [of the total ad market].\" Mo Elzubeir, the managing director of the media intelligence consultancy Mediastow, based in Dubai, said digital represented an \"ultra-thin slice of the overall ad spend\". While he said digital ad spending was growing, he believed it to be slow. \"The trend is gradual increase,\" said Mr Elzubeir. \"You can see industry estimates being bullish on digital, with some estimating an 80 per cent increase this year. I find these estimates to be optimistic.\"Digital advertising has proved resilient throughout the recession, said Mr Metaxas. Spending in the GCC and Levant is forecast to hit $170m this year, a 30 per cent increase on last year.Digital keeps jumping up quite dramatically as a percentage increase year-on-year. And when you actually look at the overall market it has remained relatively flat,\" said Mr Metaxas.While the proportion of digital advertising in the region may be comparable with other markets, the total levels of spending remain low. According to the Arab Media Outlook 2009-13, the region has one of the lowest rates of advertising spending worldwide. In 2009, it was estimated that just $22 per capita was spent on advertising, compared with $462 per capita in North America and $273 in western Europe. Mr Metaxas said the industry must look to grow the overall levels of advertising spending. \"Per-capita advertising spends in this part of the world are very, very small, which means that the entire market needs to grow dramatically,\" he said.\"We\'ve done a good job in getting the share of digital up to a pretty healthy level, but the overall market itself needs to grow if we are to get on to any level terms with Europe.\" From / The National

arabstoday
arabstoday

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today internet advert spending on the rise Arab Today, arab today internet advert spending on the rise

 



Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today internet advert spending on the rise Arab Today, arab today internet advert spending on the rise

 



Arab Today, arab today
Arab Today, arab today Youssra depended on colored foam

GMT 16:53 2017 Tuesday ,05 September

Youssra depended on colored foam
Arab Today, arab today Taxi! Transport gets an overhaul

GMT 12:09 2017 Sunday ,24 September

Taxi! Transport gets an overhaul
Arab Today, arab today Etiquette expert underlines importance of gifts

GMT 17:52 2017 Sunday ,03 September

Etiquette expert underlines importance of gifts
Arab Today, arab today Turkey warns of 'security' steps

GMT 12:17 2017 Sunday ,24 September

Turkey warns of 'security' steps
Arab Today, arab today North Korea 'more opaque'

GMT 10:50 2017 Sunday ,24 September

North Korea 'more opaque'
Arab Today, arab today
Arab Today, arab today
Arab Today, arab today Ministry seeks to improve education

GMT 14:49 2017 Sunday ,17 September

Ministry seeks to improve education
Arab Today, arab today 'Lady Beast' fights for girl gamers

GMT 10:27 2017 Sunday ,24 September

'Lady Beast' fights for girl gamers
Arab Today, arab today Psychologists help Mexico deal

GMT 05:05 2017 Sunday ,24 September

Psychologists help Mexico deal
Arab Today, arab today The history of solar eclipses

GMT 05:16 2017 Sunday ,20 August

The history of solar eclipses
Arab Today, arab today Third generation adds more power

GMT 13:40 2017 Sunday ,24 September

Third generation adds more power
Arab Today, arab today Carmakers face billions in European

GMT 12:37 2017 Saturday ,23 September

Carmakers face billions in European
Arab Today, arab today Lebleba is preoccupied in filming 'Back Street'

GMT 08:56 2017 Thursday ,21 September

Lebleba is preoccupied in filming 'Back Street'
Arab Today, arab today Big Western brands polluting oceans

GMT 20:10 2017 Saturday ,23 September

Big Western brands polluting oceans

GMT 08:59 2017 Wednesday ,20 September

Youssra prepares for launching her program

GMT 10:16 2017 Friday ,22 September

All eyes on May as she prepares

GMT 16:53 2017 Saturday ,02 September

Mai importance of gifts during Eid Al-Adha

GMT 12:01 2017 Wednesday ,20 September

Puerto Rico, Virgin Islands brace

GMT 10:46 2017 Saturday ,05 August

Nanis reveals simple ideas for home renovation

GMT 18:11 2017 Saturday ,23 September

Doctor provides advices to families

GMT 13:36 2017 Saturday ,23 September

unveils Joon - the 'millenials' airline

GMT 17:12 2017 Monday ,07 August

Al-Shawaifi reveals secrets of total solar eclipse

GMT 12:46 2017 Thursday ,21 September

Google likely to buy stake in Taiwan smartphone maker HTC

GMT 11:37 2017 Saturday ,12 August

Fashion designer reveals her new collection
Arab Today, arab today
Arab Today, arab today
 
 Arab Today Facebook,arab today facebook  Arab Today Twitter,arab today twitter Arab Today Rss,arab today rss  Arab Today Youtube,arab today youtube  Arab Today Youtube,arab today youtube
arabstoday arabstoday arabstoday arabstoday
arabstoday arabstoday arabstoday
arabstoday
بناية النخيل - رأس النبع _ خلف السفارة الفرنسية _بيروت - لبنان
arabstoday, Arabstoday, Arabstoday