Media Intelligence - Middle East and North Africa (MENA)
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Media Intelligence - Middle East and North Africa (MENA)
Advertising, PR, Social Media and Digital Marketing facts, including statistics, firsts, rankings and forecasts from the Middle East!
Curated by Ali Sajid
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Consumer base in MENA growing by 5 million consumers annually

Consumer base in MENA growing by 5 million consumers annually | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
When a marketer plans to send out a communication today, has to understand that there are numerous factors standing tall between him and the end user....
Ali Sajid's insight:

The consumer base in the MENA region is growing at five million consumers per year. It indicated that spending is highest in the UAE at over 50 percent, followed by Saudi Arabia at 40 percent, and Qatar at 45 percent. Consumers now want bespoke attention whenever they deal with a product or service provider, all the way through the shopping experience — from innovations they help shape, to immediate rewards for loyalty. Payment is one area where consumers want it their way. According to the survey, 39 per cent of consumers globally prefer to pay by cash, whereas in MENA, 60 per cent opt for cash, much higher than the global average.

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January 2013 Social Media Report: Facebook Pages in United Arab Emirates - UPDATE

January 2013 Social Media Report: Facebook Pages in United Arab Emirates - UPDATE | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
In 2013, we continue providing you with our popular Local Reports. Don’t forget to read the summary of the recent innovations that made our Reports the best monthly resource of the local insights on Facebook!
Ali Sajid's insight:

Here is the latest insights of Facebook pages from UAE for the month of January 2013.

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Google’s Biz Chief: 50 Percent of Ads Will Go Online in the Next Five Years

Google’s Biz Chief: 50 Percent of Ads Will Go Online in the Next Five Years | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
A big bet on the future of Web advertising over the next half-decade, from the man in charge of Google's monetization efforts.
Ali Sajid's insight:

“There’s currently about $800 billion in the global advertising market today. That’s a very large number, but online advertising accounts for less than $100 billion of that number." “There is a reasonable probability that over 50 percent of advertising goes online in the next five years.”

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Report: Consumers prefer to reach brands via email | Articles | Public Relations

Report: Consumers prefer to reach brands via email | Articles | Public Relations | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Ninety-eight percent of customers have purchased an item as a result of email marketing, a survey says. You might want to start beefing up your email strategy.
Ali Sajid's insight:

Ninety-eight percent of customers have purchased an item as a result of email marketing, a survey says.

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Content Vaults to No. 1 Marketing Priority for 2013 but Do Middle East Marketers have a Content Marketing strategy for 2013, yet?

Content Vaults to No. 1 Marketing Priority for 2013 but Do Middle East Marketers have a Content Marketing strategy for 2013, yet? | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Content marketing, named as a top priority this year by marketers, seems to have displaced social media as the “next big thing.” While interest in social media engagement remains high, emphasis on analytics related to such networks has waned since...
Ali Sajid's insight:

Middle Easterners have been fast adopters of technology. In-fact, the region leads the world in technology adoption. Internet and mobile penetration rates are growing, with major global social networks citing growth at its best in the region. Some of the world's prominent news networks sprung from the region, creating a legacy of content.

 

Despite all the reasons the Middle East is still far behind in content marketing. Arabic web content remains at only 2% of the world's content and consumption products are still largely originating from outside the region.

 

This represents a fantastic opportunity for businesses to stand out. Creating compelling, relevant and engaging content in Arabic and English should be a key part of any marketing strategy in the Middle East for 2013.

 

In this report published by Econsultancy and Adobe, which surveyed client-side marketers worldwide, found that content marketing had climbed to the top of the list in terms of importance, named as a top priority for 2013, pushing social media engagement behind.

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Social Media Consumption in Arabia - Infographic

Social Media Consumption in Arabia - Infographic | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it

Social Media consumption habits of users in MENA

Ali Sajid's insight:

How does the Arab world consume Social Media? Have a look at the Infographic for insights

 

Source: ddarabia.com

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Ad Spend by Sector: Consumer Goods Marketers Spend Big(ger)

Ad Spend by Sector: Consumer Goods Marketers Spend Big(ger) | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Fast-Moving Consumer Goods (FMCG) saw a six percent increase in ad spend in 2012 through September. FMCG was joined by telecom, media and automotive as the top sectors for year-over-year ad growth.
Ali Sajid's insight:

Despite moderate global growth in advertising spending, fast-moving consumer goods (FMCG) companies continued to invest—and invest more—according to Nielsen’s quarterly Global AdView Pulse report. The largest sector by ad spend market share, with roughly a quarter of all dollars spent (25.1%), FMCG saw a six percent increase in ad spend in 2012 through September. FMCG was joined by telecom, media and automotive as the top sectors for year-over-year ad growth.

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Marketers to Up Their Social Media Ads in 2013

Marketers to Up Their Social Media Ads in 2013 | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
American consumers spent 20 percent of their online time and 30 percent of their smartphone time on social media in July 2012, which is equal to a whopping 121 billion minutes.
Ali Sajid's insight:

89 percent of the advertisers surveyed said they use free tools—such as pages, posts, likes and pins—75 percent say they currently invest in paid social media advertising, which includes tactics such as sponsored content, brand graphs and driving likes. In fact, 64 percent plan to spend more on social in the future.

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Google's Expanded Travel Info Revamps Marketer Landscape

Google's Expanded Travel Info Revamps Marketer Landscape | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Google’s launch of travel-related search engines and acquisition of travel and restaurant guides have resulted in major changes to search engine results, maps, social graphs and mobile services.
Ali Sajid's insight:
“Travel Search Redefined: What Google's Travel Content Means for Marketers"
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Marketers To Boost Social Ad Spend In 2013

Marketers To Boost Social Ad Spend In 2013 | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Marketers To Boost Social Ad Spend In 2013 - 01/30/2013
Ali Sajid's insight:

Social media has long been synonymous with “owned” or “earned” media -- the kind you don’t actually pay for. But a new survey commissioned by Nielsen unit Vizu indicates that three-quarters of advertisers are spending on paid social advertising and nearly two-thirds (64%) plan to increase their social ad budgets this year.
 
That’s welcome news to Facebook, Twitter, Instagram and others as they ramp up paid ad opportunities on their respective platforms. Still, social media budgets remain relatively small. Last year, the vast majority (70%) of companies earmarked 1% to 10% of overall ad spending to social media, with only 13% allotting 21% or more.

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Web Development Top B2B Priority in 2013

Web Development Top B2B Priority in 2013 | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
More than 9 in 10 business-to-business marketers say that their website is a key part of their content marketing strategy, which is why 70% are increasing spending on website development in 2013.
Ali Sajid's insight:

Web development is the most widely shared digital priority: according to research 70% of respondents are planning to increase spending on websites this year. Email marketing also received attention: 62% said they will be spending more on this outreach.

 
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Tablet market skyrockets with 64 million units shipped in Q4 2012

With the tablet market more or less creating the second screen TV industry, expect this trend to proliferate even more as sales of the product skyrocket according to new research by Futuresource Consulting.
Ali Sajid's insight:

With the tablet market more or less creating the second screen TV industry, expect this trend to proliferate even more as sales of the product skyrocket according to new research by Futuresource Consulting.

 Making a stab at what the future may hold, Futuresource said that even though heightened demand for smaller and cheaper-priced tablets will continue to impact average retail prices, the overall value of the tablet market will continue to climb. This shall impact the digital advertising which is also expected to increase and has already seen a growth of 17.8 percent increase over 2011.
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What drives the online shopper of UAE?

What drives the online shopper of UAE? | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Shopping in the Middle East and around the world has become more sophisticated as an increasing number of international retailers sell their products...
Ali Sajid's insight:

According to a survey, titled 'JadoPado's Anatomy of E-commerce in the UAE; Among the respondents who had shopped online before, consumer electronics were the most common online purchase (85% of respondents), followed by travel and event tickets (58%), and software and applications (49%).

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Social Media Users Say Pinterest Is as Popular as Twitter

Social Media Users Say Pinterest Is as Popular as Twitter | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
A new study by Pew reveals that social media users use Pinterest just as much as they use Twitter.
Ali Sajid's insight:

Twitter attracted 16% of social media users, followed by 15% on Pinterest in 2012. Everyone's favorite pastime is still Facebook, though, raking in a majority of respondents' votes. Tumblr comes in as the least popular with only 6% of people on the site.

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Apple iPad surges to 70% market share

Apple continued its slow creep to total tablet domination, shipping 17 million iPad 2 and new iPad tablets in Q2--a 44% increase from the previous quarter.
Ali Sajid's insight:

Now the advertisers know when to put in the digital ad money!

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Lebanon online advertising spending rises by 29 percent

Lebanon online advertising spending rises by 29 percent
Ali Sajid's insight:

Quick Facts

 

Real advertising expenditures in Lebanon had climbed to $182 million in 2012 from $174 million in 2011

 

Lebanon’s advertising spending outpaced GDP growth by increasing 4.5 percent in 2012

 

Online advertising posting a whopping 29 percent growth rate while still maintaining the smallest market share

 

Radio and TV advertising spending gained 11 and 8 percent respectively while newspaper and magazine ads grew 5 percent

 

Billboard ad spending fell 4.4 percent in 2012 but maintained second place in the market in spite of the slump

 

In terms of market share, television advertisement accounted for 39 percent of expenditures at $71 million, followed by outdoor billboards with 23.6 percent at $43 million, and newspapers with an 18 percent share at $33 million.

 

Magazines, radio and online portals attracted 8.8 percent, 7.4 percent and 2.5 percent respectively.

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Social Media Firms Move to Capitalize on Popularity in Middle East

Social Media Firms Move to Capitalize on Popularity in Middle East | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
The rise of social media in the Arab world is changing the game for regional advertisers, pushing growth in digital advertising.
Ali Sajid's insight:

During recent times and propelled by Arab Spring Social Media has gained phenomenal growth in Middle East. The rise of social media in the Arab world has been a game changer for regional advertisers, pushing growth in digital advertising in the region where traditional methods like television and print advertising have so far remained dominant.

 

But digital advertising in the MENA still only accounts for only about 4% of the region’s total advertising spending, at a value of $200 million. During the past year the digital advertising grew by 48% and by 2015 the digital advertising market in MENA will generate about $580.

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Ecommerce Sales Topped $1 Trillion for First Time in 2012 but Middle East still Far Behind

Ecommerce Sales Topped $1 Trillion for First Time in 2012 but Middle East still Far Behind | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Worldwide B2C ecommerce sales have been rising at a fast pace, driven especially by high growth markets in Asia-Pacific.
Ali Sajid's insight:
Asia-Pacific poised to surpass North America in B2C ecommerce spending

B2C ecommerce sales in Asia-Pacific grew more than 33% to $332.46 billion in 2012. This year, the region will see sales increase more than 30% to over $433 billion—or more than one-third of all global B2C ecommerce sales.

 

During 2013, B2C ecommerce share percentage shall be only 2.1% of the entire world, falling behind all the key regions.

 
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Qatar’s Digital Landscape Revealed

Qatar’s Digital Landscape Revealed | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it

Qatar’s government entity under the Supreme Council of Information and Communication Technology in its latest report titled ‘Qatar’s ICT Landscape 2013: Households and Individuals‘ has revealed that Qatar’s Internet penetration is among the best in the Arab region and on par with ICT-advanced countries like South Korea and the UK.

Ali Sajid's insight:

Quick Facts

 

A household in Qatar owns three mobile phones, two computers, and one smartphone

 

More than half of mainstream individuals own a smartphone, with the highest penetration levels among young people

 

Email was the most used, followed by instant messaging. 61% of the Internet users said they use social networking sites on a daily basis

 

85% of households in Qatar now have a broadband connection

 

Qatari citizens between the ages of 15 and 24 have the highest ICT penetration rates

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Digital to Account for One in Five Ad Dollars

Digital to Account for One in Five Ad Dollars | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
eMarketer’s latest forecast for worldwide digital ad spending finds digital taking an ever-greater share of total media ad dollars. By 2016, more than one-quarter of spending will go to online and mobile internet formats.
Ali Sajid's insight:

As a percent of total digital ad spending, Western Europe’s digital spending is slightly ahead of North America’s, at 24.9% this year vs. 24.6%. Asia-Pacific is not far behind, though in the world’s lagging region, the Middle East and Africa, just 7% of all ad dollars go to digital media. Though this percentage is set to double by 2016, but the region will still be far behind the near-30% of ad spending devoted to digital in Western Europe and North America.

 
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Mobile Makes Its Mark on Worldwide Facebook Ad Spend

Mobile Makes Its Mark on Worldwide Facebook Ad Spend | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Facebook has made major strides on mobile in the past year and data on advertising revenues reflect that effort.
Ali Sajid's insight:

In 2012 one in five advertiser dollars on Facebook went to mobile.

 

Breaking down how that mobile spending was distributed by devices, smartphones and Android received the bulk of Facebook ad spend, at 71%, while on tablets, nearly all Facebook mobile advertising revenues went to iOS devices. This parallels Android’s dominance in the worldwide smartphone market, while Apple’s iPad remains the tablet standard-bearer.

 
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Internet 2012 in numbers

Internet 2012 in numbers | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
We have explored all the corners of the Internet to collect all kinds of fantastic numbers that describe the Internet in 2012.
Ali Sajid's insight:

90 million – Number of Internet users in the Middle East.

Internet Penetration rate in Middle East is 40.2%

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This Year, All Publishers Go Mobile

This Year, All Publishers Go Mobile | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
From smartphones to tablets, more and more consumers are reading media publications on smaller-screen devices. Publishers are now fully on board with mobile integration, with 100% reporting that they will format their content for mobile this year.
Ali Sajid's insight:

Media businesses have already gone through a first wave of digital transition, and in the last few years, mobile has been the next frontier. Publishers have been tasked with deciding whether to offer their content on the smaller-screen devices—and how.

 

This year will be a seminal one, marking the first time 100% of publishers will format their content for mobile, according to an Alliance for Audited Media survey of 210 media companies in North America.

 

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UAE set to be region's capital of Facebook world

UAE set to be region's capital of Facebook world | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
Facebook users in UAE up by over half a million in last 6 months; However, survey claims many would like to quit as well
Ali Sajid's insight:

In the UAE the number has been growing steadily and increased by half a million new users during the last six months alone.

 

According to statistics available at Socialbakers the total number of FB users in United Arab Emirates is reaching 3,407,580 and grew by more than 442,860 in the last 6 months.

 

It also indicates a growing penetration of 68.49 per cent compared to the 58.16 per cent of internet users within the country.

 

Majority of the users in the UAE are men, outnumbering female users by more than double. There are 68 per cent male users and 32 per cent female users in the United Arab Emirates (UAE).

 

“The largest age group is currently 25-34 with total of 16,120,40 users, followed by the users in the age of 18-24”. 

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Luxury Marketers Investing More in Digital

Luxury Marketers Investing More in Digital | Media Intelligence - Middle East and North Africa (MENA) | Scoop.it
The vast majority of luxury marketers will be increasing their digital and social budgets again in 2013, with a particular focus on Facebook.
Ali Sajid's insight:

Facebook is presently seen as the key social platform; 95% of luxury marketers said they were actively engaging customers there. Twitter was the next most popular platform, followed by relative newcomer Pinterest.

 

The power of social is considerable. Facebook, Twitter, Pinterest and YouTube were all more popular places to engage consumers than ecommerce sites, which have a more direct connection to online luxury brands. That being said, more than half of respondents were reaching out through those channels as well.

 
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