The Power of Two

ArabAd - - CONTENTS -

Do you be­lieve that good advertising in a good news­pa­per still works?

It cer­tainly does since I still no­tice a lot of good advertising in news­pa­pers. It also has ‘ogling’ power be­cause it’s big­ger than a mo­bile phone and eas­ier on the eyes than a screen and that’s a sci­en­tific fact! How­ever, it’s the role the for­mat plays that’s chang­ing, not how ef­fec­tive it is in con­nect­ing with the au­di­ence.

Do you think the re­ports about the "death of print" are ex­ag­ger­ated?

Print is not dead. It’s go­ing through a re­pur­posed re­birth. It’s lost its place as a ‘reach provider’ in re­turn for a more strate­gic role in what I term ‘ex­tended sto­ry­telling’. A lux­ury auto man­u­fac­turer re­cently used print suc­cess­fully to launch a new model, com­ple­ment­ing the beau­ti­ful vi­su­als of the car with an aug­mented re­al­ity ex­pe­ri­ence that is mo­bile en­abled. That’s the kind of ex­tended sto­ry­telling that makes the en­tire ex­pe­ri­ence more re­ward­ing, thereby in­creas­ing the chances of gen­er­at­ing a sale with a po­ten­tial cus­tomer.

If ad­ver­tis­ers want to reach customers on news por­tals, they should in­clude ‘ad­di­tional’ spon­sored con­tent tied to great news-wor­thy sto­ries.

Dig­i­tal news sites are con­stantly ex­per­i­ment­ing with dif­fer­ent kinds of advertising, so what are the advertising for­mats that are pay­ing off the most?

I’m a skep­tic when it comes to run­ning ads on news por­tals be­cause I sim­ply be­lieve that we go to these sites or apps that pro­vide up to the minute up­dates on the lat­est that’s hap­pen­ing around the world. We’re there for fast con­sump­tion, sev­eral times a day, in and out quickly. If ad­ver­tis­ers want to reach customers on news por­tals, they should in­clude ‘ad­di­tional’ spon­sored con­tent tied to great news-wor­thy sto­ries. Only then can you know for sure that the cus­tomer is go­ing to take the time to watch that con­tent and might just in­ter­act with the advertising placed around it.

How much do you en­cour­age your clients to buy advertising online as op­posed to print?

We’ve very dig­i­tal driven in our com­mu­ni­ca­tion and for some of our clients, dig­i­tal rep­re­sents over 30 per­cent of their an­nual bud­gets. Again, we pre­fer us­ing print more strate­gi­cally. You need to start think­ing of a well-read magazine of­fer­ing qual­ity con­tent as if it were a book. It is some­thing you want to hold on to and put on your cof­fee ta­ble as part of your display be­cause it con­tains cool things you’ve en­joyed read­ing and fan­tas­tic pho­tog­ra­phy that you want to keep.

Ramzi Had­dad, Man­ag­ing Direc­tor of me­dia agency Carat UAE and Lower Gulf high­lights the trans­for­ma­tions sweep­ing the print in­dus­try and of­fers valu­able in­sights about how con­tent has be­come the most valu­able com­mod­ity.

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