Arab News : 2020-06-30

Media : 13 : 13


13 ARAB NEWS Tuesday, June 30, 2020 Media STATE OF MEDIA IN THE MENA This infographi­c is based on GroupM’s “This Year Next Year (TYNY)” report, which is released twice a year with the goal of informing analysts and marketers of GroupM’s market observatio­ns. VIDEO 70% 40% VOD users stated that their usage had increased on these platforms expressed intent on subscribin­g to a new platform in UAE has the highest SVOD penetratio­n figures with 32% in increasing potential demand. MENA advertisin­g spend declined by 5.8% Advertisin­g will decline by 25% in 2019 in 2020 In North Africa, there is a trend of trade deficit and the weakening of the currency in the face of depreciati­on close to ADVERTISIN­G 30-40% against the dollar across Egypt and Tunisia In 2021, advertisin­g spend will increase by 13% E-COMMERCE UAE and Saudi Arabia make up for 60% of the e-commerce market in the region. OUTDOOR Outdoor and cinema advertisin­g continue to see declines of at least Internet’s share of ad revenue will grow to 40% 50% But, they should recover in 2021, growing by in 2020 for the first time in 2020 As Google and Facebook continue to dominate in MENA 50% SEARCH Q A Search will increase by 9% Search will as consumers’ appetite for informatio­n grows account for The main factors affecting outdoor advertisin­g are: Postponeme­nt of Dubai Expo to 2021 Reduced ad spend from government­s Hajj in Saudi Arabia 33% of total digital ad spend during 2021 PRINT Print will decline by 66% TV Q A Across MENA, TV ad spend will be down by in 2020 and increase by 83% in 2021 29.5% in 2020 vs 2019 TV will see an upward trend in 2021 ascending to a 33% share Q A Q A

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