TECOM Media Cluster Hosts Panel Discussion as part of Thought Incubator Series
Dubai, United Arab Emirates - Thursday, September 13th 2012 [ME NewsWire]
Samara added: “The single consistent factor between all advertisers is the need for accountable and effective media and communication solutions for addressing business challenges. This will remain a key influencer in shaping the media and advertising industry in the region and worldwide.”
Samara’s comments came at a panel discussion on ‘Advertising Trends in the Arab Region: The Present and the Future’ hosted byTECOM Investments’ Media Cluster. Heldas part of the ‘Thought Incubator’ series, the debate centred on the rapid shift in new platforms and creative approaches.
The panel featured high profile advertising experts including Jonathan Labin, Head of Facebook MENA in Dubai, Youssef Toqan, CEO, Flip Media, Joe Marritt, General Manager, Motivate Publishing (Abu Dhabi), Sarah Messer, Director of Media, Nielsen, Steve Smith, COO, Arabian Radio Network, and Nadim Samara, General Manager, OMD Dubai and was moderated by Mamoon Sbeih, Managing Director, APCO Worldwide - Arab Region.
Mohammed Abdullah, Managing Director of TECOM Investments’ Media Cluster, said: “We acknowledge the role of advertising in the development of the media industry. However, it is also essential to recognize that providing content that draws higher audience interest will inevitably surge advertising revenues. Additionally, both platforms require a creative approach and world-class technology. In order to enhance the media sector as a whole, dialogue is essential. TECOM Investments’ Media Cluster is committed to providing the industry with platforms such as the Thought Incubator series to discuss challenges and identify solutions.”
The print industry worldwide is currently facing challenges such as the reduction in overall advertising spend, as well as the migration of some of the major print companies to online platforms. Interestingly and in context to the region, magazines continue to enjoy robust pan-Arab circulation despite their relatively small contribution to the total print advertising spend.
According to a Dubai Press Club report titled ‘Arab Media Outlook 2011-2015’, advertising expenditure, the backbone of the media sector, dropped by 30 per cent in Egypt, 45 per cent in Bahrain and 45 per cent in Libya.
The report, however, predicted that spending on advertising will continue to grow by an average annual rate of 5.9 per cent until 2015 as a result of an anticipated economic recovery in Egypt and the growth of advertising over digital and mobile platforms.
Examining future challenges, Joe Marritt, General Manager, Motivate Publishing (Abu Dhabi), said: “As consumers of media within the Arab world become increasingly sophisticated, the challenge for all content and advertising solutions providers is to keep pace with these changing levels of aspiration and modes of consumption. The MENA region is home to more than 300 million people, and presents unique opportunities for our industry to grow and progress.”
Yousef Tuqan, CEO - Flip Media, shared: “Although the Middle East's media landscape has been slow to evolve until now, the reality today is that no one in the media industry is immune to the changes sweeping the globe. Advertisers are becoming more demanding and consumers are becoming more fickle, and the challenge is upon everyone to evolve their offering, find new ways to grow our industry and deliver value to advertisers.”
The ‘Arab Media Outlook 2011-2015’ report also explained how the digital platform will witness the highest growth in the coming years as a sizeable population of well-informed and socially engaged young people drive consumption of media on the internet and mobile platforms.
Experts headlining the event, however, concurred that the region still faces a mismatch between the share of digital advertising in total advertising spend with regards to the relative importance of the platform from a media consumption angle. A correction of this distortion could, therefore, be the need of the hour, the panellists pointed out.
Jonathan Labin, Head of Operations, Facebook MENA, commented: “These past few years have been difficult for media organisations and advertisers. Faced with rapid change, it is understandable that some chose to wait and see how the dust would settle. However, fortune favours the bold, and those that made the leap and engaged with new mediums such as Facebook are now reaping the benefits. They understand what works and what doesn't, how to interact with consumers, and the role that social media plays in the broader sales and marketing mix. Fortunately it is never too late to get on board, and through our presence in the Middle East, Facebook is working directly with clients to share those lessons and explore new creative opportunities.”
For the Arab television industry, audience and advertising revenues remain concentrated, more than ever, around a small number of pan-Arab free-to-air channels while the penetration of pay TV across the Arab region remains low. Conversely, ‘out-of-home’ advertising, which includes cinema advertising, remains the most stable part of the market.
According to Nielsen’s quarterly Global Ad View Pulse report, advertising spend is on the rise around the globe and across media types. Media vehicles such as TV, newspapers, radio, outdoor, internet, and cinema saw an increase in spending at the beginning of 2012 compared to last year.
Though TV continues to attract the majority of advertising dollars, internet advertising saw the biggest increases, with advertisers spending 12.1 per cent more in Q1 2012 than one year prior. During that time, ad spends overall increased 3.1 per cent globally.
Sarah Messer, Director of Media, Nielsen, said: “The Arab Spring is not the only thing changing politically and economically in front of our very eyes; the media landscape is evolving rapidly too. This is bringing with it new platforms that are converging in different ways, new channels, growing and fragmenting audiences and a deeper hunger for more content.
“However, these changes come against the backdrop of a galvanised, younger audience who want to interact with the media and have avenues to voice their opinions. All of this creates new challenges for media owners, media agencies and advertisers in staying ahead of audience mind-sets and behaviours, and in continuing to innovate and measure across this multi-format landscape in a cost effective way.”
Steve Smith, COO, Arabian Radio Network said: “Radio is no longer about what is just coming out of an FM radio receiver. Being successful in this industry is about creating great content that can be delivered across multiple platforms.”
-Ends-
About Dubai Media City
Strategically located at the crossroads of the Middle East, Africa and South Asia, Dubai Media City, a member of TECOM Investments, is rapidly emerging as the region's media hub. The City provides an advanced infrastructure for media-related businesses to operate globally out of Dubai. Dubai Media City is the place where activities Publishing, Music, Film, New Media, Leisure & Entertainment, Broadcasting, Media & Marketing Services, and Information Agencies will thrive. The facility offers an environment that allows companies and individuals to operate with collective synergy and freedom.
Companies based in Dubai Media City have the unique edge of commercial benefits derived from our free zone status including 100 % business ownership and exemption from personal income and corporate taxes. Since its official opening in January 2001, Dubai Media City has grown to become a thriving media community of over 1400companies and hundreds of freelance media professionals. Several global media giants and promising entrepreneurial ventures have joined this unique community.
About Dubai Studio City
Launched in Feb, 2005, Dubai Studio City (DSC), a member of TECOM Investments, offers a complete technical and community infrastructure catering to the film, TV, radio production and broadcast industries. Being built on an area of more than 20 million square feet . DSC aims to attract production and broadcast companies, as well as a wide range of support services, including providers for animation, dubbing, makeup, costume design, set design and construction, casting, telnet agencies, telecine, and laboratory facilities. DSC will feature pre-built studios, sound stages, workshops, backlots and stage areas, post-production studios, and satellite communication services. The cluster will also house film & television academies, commercial offices, entertainment & retail spaces, and hotels & residential facilities to accommodate crews and cast. DSC’s Location Approval Services (LAS) provides a single window for applying for shooting permits.
About International Media Production Zone
Dubai's International Media Production Zone (IMPZ), a member of TECOM Investments, seeks to create a unique cluster environment for media production companies from across the industry value chain, and from across the world, to interact and collaborate effectively. IMPZ will be exclusively catering to the graphic arts, printing, publishing and packaging activities.As a master developer, IMPZ will provide an environment of growth by building key facilities, investing in infrastructure, and forming a unique free zone that incorporates industrial, commercial, residential and community service projects under its mantle. The vast complex will be housed on a territory of over 43 million square feet of land, in the heart of commercial Dubai.
The IMPZ initiative is part of Dubai's vision to develop itself into a global media hub. It will provide a pro-business environment, sophisticated technology and community infrastructure to support and foster the growth of media production. www.impz.ae
Photo Caption:
Image 1
(From Right)Mamoon Sbeih, Managing Director, APCO Worldwide - Arab Region; Youssef Toqan, CEO, Flip Media,Jonathan Labin, Head of Facebook MENA in Dubai, Joe Marritt, General Manager, Motivate Publishing (Abu Dhabi), Sarah Messer, Director of Media, Nielsen, Steve Smith, COO, Arabian Radio Network, and Nadim Samara, General Manager, OMD Dubai at the panel discussion on ‘Advertising Trends in the Arab Region: The Present and the Future’ hosted by TECOM Investments’ Media Cluster.
Image 2
(From Right)Jonathan Labin, Head of Facebook MENA in Dubai, Youssef Toqan, CEO, Flip Media,Joe Marritt, General Manager, Motivate Publishing (Abu Dhabi), Sarah Messer, Director of Media, Nielsen, Steve Smith, COO, Arabian Radio Network, and Nadim Samara, General Manager, OMD Dubai at the panel discussion on ‘Advertising Trends in the Arab Region: The Present and the Future’ hosted by TECOM Investments’ Media Cluster.
Contacts
Omar Alziri
APCO Worldwide
Tel: +971 4 446 6268
Email: oalziri@apcoworldwide.com
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