A MAR­KET UN­DER­MINED BY ITS ECO­NOMIC SIT­U­A­TION

ArabAd - - COVER STORY -

For many years, Le­banon has topped the rank­ing in the Mid­dle East ad­ver­tis­ing mar­ket, thanks to its free­dom of ex­pres­sion and dy­namic me­dia ve­hi­cles, which made the coun­try the pub­lish­ing and broad­cast­ing cap­i­tal of the Arab World.

Based on fig­ures and re­ports, the ad­ver­tis­ing mar­ket in Le­banon wit­nessed great growth be­tween 2013 and 2016. How­ever, unfortunately, the com­mu­ni­ca­tions sec­tor seems to be a shad­owed pil­lar of the Le­banese econ­omy and those who make their liv­ing out of the ad­ver­tis­ing, me­dia, PR and cor­po­rate com­mu­ni­ca­tion busi­ness, are sen­si­tive to the eco­nomic chal­lenges that our coun­try has been fac­ing heav­ily for the past years. Glob­ally, the growth in the ad­ver­tis­ing field is be­ing fu­eled by so­cial me­dia ads, video and other paid con­tent. In our part of the world, that’s not the case, for the dig­i­tal world has been even per­ceived as a threat to the tra­di­tional ad­ver­tis­ing, rather than pos­i­tively com­ple­ment­ing it.

For the past few years, a big num­ber of lo­cal small so­cial me­dia agen­cies were founded and are of­fer­ing ser­vices for very com­pet­i­tive prices, caus­ing trou­bles for multi­na­tion­als, which pushed the lat­ter to merge with bou­tique dig­i­tal agen­cies, which helps multi­na­tion­als to grow their of­fices in terms of new tal­ents and fresh spirit, in ad­di­tion to of­fer­ing full-fledged ser­vices. In other words, ev­ery chal­lenge has its so­lu­tion.

Aline Bad­dour Gen­eral Man­ager - Hori­zon FCB

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