Arab Today, arab today online advertising untapped in lebanon
Last Updated : GMT 11:39:24
Arab Today, arab today
Arab Today, arab today

Online advertising untapped in Lebanon

Arab Today, arab today

Arab Today, arab today Online advertising untapped in Lebanon

Beirut - Arabstoday

A relatively low-speed Internet connection, a lack of expertise within the majority of advertising agencies and weak offerings by local websites are the major reasons behind the low interest in online advertising in Lebanon, industry experts say. Out of $174 million in estimated real advertising expenditures in Lebanon in 2011, only $3.5 million was poured into online media, according to figures released by the monthly communication and business magazine ArabAd. Advertising expenditures in TV topped the list at $65.5 million. Spending on outdoor advertising came in second at $45 million, while newspapers and magazines earned $31.9 and $14.5 million respectively. Naji Boulos, managing director of Memac Ogilvy-Lebanon told The Daily Star that despite an improving Internet connection and a penetration rate of 40 percent, Lebanon still lags behind many countries. Another reason behind the lack of interest in online advertising is weak offerings by the most popular local websites, particularly political news websites, added Boulos, who currently heads the International Advertising Association-Lebanon Chapter. “Local websites aren’t offering much from a technical point of view. Their offering is mostly limited to small banner ads that lack creativity,” Boulos said. “Sites aren’t investing technically as advertisers turn to Facebook and Google ads, which make up a large share of Internet advertising in Lebanon,” he added. Boulos’ viewpoint was shared by Elie Achkouty, regional sales manager at Digital Media Services, a subordinate of Choueiri Group. Achkouty said Lebanon’s Internet connection was still relatively slow when it comes to live streaming or rich media, which is required to run creative advertising campaigns and media animations. However, despite difficulties, the online advertising trend is growing exponentially, according to Boulos, who added that expenditure in online media is almost doubling every year. While many Lebanese agencies still lack the expertise to include digital media advertising in their campaigns, the majority is catching up with the trend, both Achkouty and Boulos said. “For example, we used to outsource digital media advertising, which was costly but currently we have in-house specialists. Each media campaign should include a digital layer. It is a must,” Boulos said. Georges Slim, COO of Lowe Pimo advertising agency, said the majority of agencies lack the expertise needed to convince clients to run online advertising. However, Slim added that this is changing. The availability of management and monitoring tools for online campaigns as well as the ability to target the right audience and communicate with it through social media networks, is shifting the trend, Slim said. But it is clients rather than agencies that are pushing for online advertising in their campaigns, Achkouty said. “Clients representing multinational corporations are putting pressure on agencies, which still lack the expertise to tap the new medium since it provides better audience targeting ... and more transparent monitoring,” he said. An industry source said agencies have so far been avoiding the promotion of online advertising and its inclusion in 360 media campaigns mainly for two reasons: their lack of expertise in the field and lower commissions earned from online campaigns compared to TV spots or insertions in print media. However, Slim dismissed such claims, arguing that agencies achieve profits from returning clients following successful ad campaigns. “At the end of the day, we win the trust of clients by running a successful campaign, whether it is online or through other mediums,” Slim said. Agencies still lacking a dedicated staff to promote digital media campaigns are catching up fast with the growing industry as the majority will be ready by 2013, Achkouty said.

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 online advertising untapped in lebanon Arab Today, arab today online advertising untapped in lebanon

 



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 online advertising untapped in lebanon Arab Today, arab today online advertising untapped in lebanon

 



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 US travel restrictions are still 'Muslim ban'

GMT 00:54 2017 Tuesday ,26 September

US travel restrictions are still 'Muslim ban'
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 Israel builds settlements 'at high rate'

GMT 01:04 2017 Tuesday ,26 September

Israel builds settlements 'at high rate'
Arab Today, arab today Saudi clerics use Twitter, textbooks

GMT 10:13 2017 Tuesday ,26 September

Saudi clerics use Twitter, textbooks
Arab Today, arab today
Arab Today, arab today
Arab Today, arab today Personality study finds fish have hidden depths

GMT 00:43 2017 Tuesday ,26 September

Personality study finds fish have hidden depths
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 Botanical gardens a lifeboat

GMT 02:50 2017 Tuesday ,26 September

Botanical gardens a lifeboat
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 Chevrolet's first 9-speed auto debuts

GMT 18:58 2017 Monday ,25 September

Chevrolet's first 9-speed auto debuts
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 Mai Kassab happy for participating in new film

GMT 09:33 2017 Friday ,22 September

Mai Kassab happy for participating in new film
Arab Today, arab today Conditions growing dire    

GMT 09:22 2017 Monday ,25 September

Conditions growing dire    

GMT 08:56 2017 Thursday ,21 September

Lebleba is preoccupied in filming 'Back Street'

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 05:05 2017 Sunday ,24 September

Psychologists help Mexico deal

GMT 10:46 2017 Saturday ,05 August

Nanis reveals simple ideas for home renovation

GMT 16:08 2017 Monday ,25 September

'World's heaviest woman' dies

GMT 12:09 2017 Sunday ,24 September

Taxi! Transport gets an overhaul

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