Chris Babay­ode,

ArabAd - - AD TALK -

The ease with which mar­keters find buy­ing mo­bile ad­ver­tis­ing in the Mid­dle East is con­tribut­ing to sig­nif­i­cant in­creases in mo­bile mar­ket­ing bud­gets in the re­gion, with 20% ex­pect­ing growth of more than 100% over the next five years, new re­search from Warc and the Mo­bile Mar­ket­ing As­so­ci­a­tion re­veals.

Based on a sur­vey of 132 mar­ket­ing and ad­ver­tis­ing pro­fes­sion­als from 10 mar­kets across the Mid­dle East, The State of The In­dus­try: Mo­bile Mar­ket­ing in The Mid­dle East re­port found that though more than half of the re­spond­ing mar­keters are cur­rently at­tribut­ing less than 10% of their bud­get to mo­bile, 78% find mo­bile ad buy­ing easy, and 95% plan on in­creas­ing their bud­gets this year.

The sur­vey, de­signed to be a snap­shot of the cur­rent state of mo­bile mar­ket­ing, found that the big­gest bar­rier to the growth of the chan­nel is a lack of mo­bile friendly sites; se­lected by more than a third of re­spon­dents.

De­spite this bar­rier, the ma­jor­ity have a for­mal mo­bile mar­ket­ing strat­egy, with the re­sults re­veal­ing that mo­bile is be­ing used most in the Mid­dle East along­side so­cial me­dia (83%) and on­line ac­tiv­i­ties, in­clud­ing search (83%). So­cial me­dia mar­ket­ing via mo­bile is pop­u­lar in the re­gion: Youtube, Twit­ter and In­sta­gram are all be­ing used by more than three quar­ters of re­spon­dents, and use of Face­book is at 95%.

Though mo­bile strate­gies are in place for the ma­jor­ity, the sur­vey re­sults make ev­i­dent the con­tin­u­ing need for in­te­gra­tion, with only 38% of those with a strat­egy in­di­cat­ing that it is closely con­nected with other mar­ket­ing ac­tiv­i­ties.

Over the next year, al­most two-thirds (63%) of mar­keters in­tend to utilise mo­bile video, re­flect­ing the se­lec­tion of 'watch­ing video' as the third most sig­nif­i­cant con­sumer be­hav­iour en­abled by mo­bile (42%). Ahead of video, multi-screen­ing (72%) and mo­bile pay­ments (55%) are seen as the most sig­nif­i­cant en­abled be­hav­iours. In re­sponse to the lat­ter, mo­bile wal­lets, along­side vir­tual re­al­ity and aug­mented re­al­ity, are ex­pected to come to the fore in the next five years.

Re­spon­dents in­di­cated that mo­bile mar­ket­ing in­no­va­tion is great­est in the Travel, Trans­port and Tourism, Tele­coms and Food In­dus­tries, and Sam­sung is viewed as the most in­no­va­tive brand.

Pro­gram­matic / RTB is emerg­ing as a dom­i­nant medium for ad buy­ing in the re­gion, with the sur­vey re­sults show­ing 18% of re­spon­dents us­ing it for ev­ery trade, and a fur­ther 45% us­ing it of­ten. Al­most 100% think pro­gram­matic will be im­por­tant to mar­ket­ing strate­gies in five years' time.

In ad­di­tion, more than half of mar­keters are us­ing a pri­vate mar­ket place (PMP) to buy or sell mo­bile ad space. Asked to se­lect up to three pri­mary rea­sons for us­ing a PMP, 83% of th­ese are us­ing a PMP for se­cur­ing qual­ity ad in­ven­tory, and 59% for bet­ter con­sumer tar­get­ing.

Com­ment­ing on the find­ings, Man­ag­ing Di­rec­tor of the MMA EMEA, said: "Th­ese re­sults will give mar­keters a bench­mark by which to mea­sure their own mo­bile ma­tu­rity as they take ad­van­tage of con­sumers' en­gage­ment with their mo­bile de­vices in the re­gion".

This is the first re­port of its kind for the Mid­dle East and the MMA in­tend to pub­lish this snap­shot ev­ery year and as­sess the trends.

"Th­ese find­ings show the clear in­ten­tion by mar­keters in the Mid­dle East to in­crease their fo­cus on mo­bile mar­ket­ing," added

Re­search Edi­tor at Warc. "Mo­bile is en­abling a host of changes in con­sumer be­hav­iour, with multi-screen­ing, mo­bile pay­ments and mo­bile video ex­pected to be key ar­eas of in­vest­ment over the com­ing year as a re­sult."

Amy Rodgers,

Jan­uary 2017

Chris Babay­ode

Amy Rodgers

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