2016 MENA Dig­i­tal Land­scape

ArabAd - - CONTENTS - BY: JOUD NAWAR RE­SEARCH DI­REC­TOR - IP­SOS

Dig­i­tal me­dia con­sump­tion in MENA has in­creased sig­nif­i­cantly over the past five years and is cur­rently reach­ing a high pro­por­tion of the pop­u­la­tion. Au­di­ence me­dia con­sump­tion is chang­ing as peo­ple are ac­cess­ing video con­tent across dif­fer­ent plat­forms. Mar­keters are still re­ly­ing on TV as the main ve­hi­cle to de­liver their cam­paigns, how­ever, they are amend­ing their strate­gies to en­com­pass dig­i­tal me­dia and specif­i­cally dig­i­tal video plat­forms ne­ces­si­tat­ing the need for mea­sure­ment and anal­y­sis that can pro­vide in­sights to en­sure more in­formed de­ci­sions.

Due to the tech­nol­ogy rev­o­lu­tion, dig­i­tal me­dia is evolv­ing rapidly. The dig­i­tal con­sump­tion is grow­ing and its mea­sure­ment is be­com­ing in­creas­ingly chal­leng­ing.

Even though pas­sive mea­sure­ment is be­com­ing a priv­i­lege for on­line au­di­ence stud­ies, sur­vey stud­ies still play a ma­jor role in struc­tur­ing de­mo­graphic pro­files and re­lated in­ter­ests with per­cep­tion.

Dur­ing 2016 and in or­der to frame the dig­i­tal land­scape, Ip­sos has in­tro­duced many dig­i­tal au­di­ence stud­ies along with strate­gic analy­ses tools de­signed to fuse and com­bine mul­ti­me­dia au­di­ence mea­sure­ment and ini­ti­ate cross-plan­ning and post-test so­lu­tions.

In gen­eral, 2016 showed a sig­nif­i­cant in­crease in mo­bile In­ter­net pen­e­tra­tion. - Mil­len­ni­als are the most con­nected to the In­ter­net across dif­fer­ent plat­forms. - Face­book and Youtube have the high­est reach and com­pet­ing across all coun­tries. - Search is mainly used on desk­top. - Video plat­forms are in­creas­ing. - Lo­cal e-com­merce web­sites are play­ing a ma­jor role in chang­ing pur­chase be­hav­iour. - News sites are still play­ing a key

role but in the shadow of so­cial

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