ArabAd - - COVER STORY - BY: CHRISTINA BCHARA Client Ser­vic­ing Ip­sos Con­nect

The au­di­ence for dig­i­tal ad­ver­tis­ing in the re­gion is grow­ing tremen­dously, leav­ing an im­pact on tra­di­tional me­dia. In the UAE, we wit­nessed a de­crease in the to­tal ad spend of around 9% in 2016 vs 2015. This de­crease is mainly high­lighted in News­pa­pers, Mag­a­zines and Out­door me­dia while TV shows an in­crease of 14% in com­par­i­son to 2015. The de­crease in Print is very no­tice­able this year. It dropped by 43% in com­par­i­son to the to­tal me­dia. This change is due to the new trend of On­line Print as ad­ver­tis­ers are fo­cus­ing on spend­ing their bud­gets on dig­i­tal ad­ver­tis­ing to tar­get the mass au­di­ences. In terms of me­dia agencies rank­ing in the UAE this year, Starcom Me­dia Vest Group en­joys the num­ber one po­si­tion fol­lowed by MEC sim­i­lar to last year, while Ini­tia­tive is the 3rd agency show­ing a jump from the 4th place in 2015. The top 2 spend­ing cat­e­gories in the UAE are Real Es­tate and Cars. Real Es­tate shows high spend on Out­door while Cars fo­cus more on Cin­ema. The lead­ing ad­ver­tis­ers in the UAE this year is sim­i­lar to last year’s rank­ing, Etisalat and DU. The fol­low­ing spenders are Sedar and Car­refour on to­tal me­dia spend. Fi­nally, we high­light that UAE ac­counts for 8% of $24.8 bil­lion of the MENA ad­ver­tis­ing spends in 2016.

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