A MARKET UNDERMINED BY ITS ECONOMIC SITUATION
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