Help­ing ad­ver­tis­ers re­tar­get ef­fec­tively in MENA re­gion

ArabAd - - RESEARCH - BY: GARETH DEERE CON­TENT & TECH­NOL­OGY RE­SEARCH DI­REC­TOR, IP­SOS MENA

How do I know my ad im­pres­sion was de­liv­ered to the in­tended de­mo­graphic seg­ment?

One of the driv­ers of ROI for dig­i­tal ad­ver­tis­ing com­pared to ad­ver­tis­ing on tra­di­tional me­dia plat­forms is the abil­ity to tar­get cus­tomer seg­ments in real time through pro­gram­matic ad­ver­tis­ing. To this end pub­lish­ers such as Google and Face­book prom­ise to de­liver cam­paigns to cer­tain de­mo­graphic and be­havourial seg­ments based on data col­lected from a num­ber of dif­fer­ent sources. In part this data in­cludes claimed data from con­sumers them­selves, re­lat­ing to de­tails such as their date of birth, gen­der, mar­i­tal sta­tus and oc­cu­pa­tion. Where ap­pli­ca­ble pub­lish­ers will re­port back they have de­liv­ered ad­ver­tis­ing im­pres­sions, which may in­clude this self-re­ported data to the des­ig­nated tar­get. This raises some ques­tions: To what ex­tent can we be sure this data is ac­cu­rate and con­sumers are cor­rectly declar­ing in­for­ma­tion about them­selves? Con­se­quently, to what ex­tent can we be sure cam­paigns are de­liv­ered to the cor­rect tar­get?

In or­der to as­sess this fur­ther Ip­sos con­ducted a sur­vey across six MENA mar­kets (UAE, Egypt, KSA, Morocco, Le­banon, Qatar) which was com­pleted early in Jan­uary 2016, with a sam­ple size of 5,117 in­ter­net users as part of a wider study about pre­mium con­tent and OTT ser­vices such as Net­flix launch­ing in the re­gion. In this study we asked some ques­tions to un­der­stand the preva­lence among In­ter­net users to post fake in­for­ma­tion about them­selves on their so­cial me­dia pro­files.

Over­all we found the high­est in­ci­dence of post­ing fake in­for­ma­tion was in UAE, with one in four in­ter­net users (25%) hav­ing posted fake in­for­ma­tion about them­selves, fol­lowed by KSA (23%). The least likely were Le­banese (12%)

May 2016

We went on to ask specif­i­cally what fake in­for­ma­tion they had posted about them­selves (name/date of birth/ gen­der etc.). The most fre­quently cited Fake PII was ac­tu­ally peo­ple’s names (68%) fol­lowed by date of birth (38%), oc­cu­pa­tion (23%) fake town where they live (22%), fake mar­i­tal sta­tus (16%).

Fake gen­der was cited by just 12% of those that have ever posted fake in­for­ma­tion about them­selves on their pro­file, or around 3% of in­ter­net user adults over­all across th­ese six mar­kets. In KSA it was only slightly higher, with 4% of in­ter­net users in KSA hav­ing posted fake in­for­ma­tion about their gen­der. It was the same pro­por­tion for men or women. No­tably in KSA women were more likely than men to post a fake mar­i­tal sta­tus, although the ab­so­lute num­ber is still low (4% of all women in­ter­net users in KSA).

The in­sight for ad­ver­tis­ers based on this study: they can be rea­son­ably con­fi­dent with de­tails such as mar­i­tal sta­tus and gen­der over­all, and less con­fi­dent about age. At­ten­tion needs to be paid to propen­sity to sel­f­re­port fake in­for­ma­tion by seg­ment how­ever.

To what ex­tent are my cus­tomers reach­able by on­line ad­ver­tis­ing? How many have turned off ads us­ing ad blockers?

The study went on to cover a fur­ther topic, which is of great in­ter­est for ad­ver­tis­ers look­ing to as­cer­tain their likely cam­paign ef­fi­cien­cies dur­ing 2016. Dur­ing the au­tumn of 2015 the launch of IOS9 brought the topic of ad block­ing soft­ware to the fore. In our study we wanted to un­der­stand con­sumers’ aware­ness of ad block­ing soft­ware across the

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