Elie Aoun – President Ipsos MediaCT MEAP
The Media Scene in MENA & Future of Planning
20 million interviews per
year
5,000 clients
worldwide
Ranked 3rd largest Market Research
firm in the world
Publicly trade...
More than 1 million
interviews per year
800 clients in
MENA
Leading research agency in MENA
950+ full-time employees, 1,50...
IPSOS MediaCT – OVERVIEW
4
Evolution of media
Evolution of Ipsos Services
26 Years of media research leadership in MENA
SO WHAT IS THE MEDIA SCENE IN MENA?
IT’S A NEW WORLD
People are constantly connected and “always on”
became their default setting …
What is the 1st thing
you do in the
morning?
We now consume media more than any time
before
3.3 3.5
0.2
0.2
2.9
2.9
1.4
1.6
0.7
0.70.6
0.70.1
0.1
Spring 2012 Spring 2013
Extended Day with Work/School Media
Daily Ti...
65%
12%
23%
32%
23%
70%
11%
23%
46%
41%
TV Daily
newspaper
Radio Internet Mobile
Daily Reach by Media 2011
Daily Reach by ...
BUT DIFFERENT MEDIA DON’T
COMPETE…..
To Reach Various Audience
THEY RATHER COMPLETE !
DIGITAL ON A PAR WITH MAIN STREAM MEDIA
Results - 12th to 26th June 2013, Day After Recall CATI Approach
0
10
20
30
40
50
...
It’s About Incremental Reach
(YouTube reaches an additional 8.8% audience on average)
Results - 12th to 26th June 2013, Da...
CONSUMPTION ACROSS VARIOUS DEVICES!
Results – 29th May to 6th June 2013, Day After Recall CATI Approach
58%
30%
6%
4%
3%
1...
but not always equal
All screens are important
16
42%
6%
14%
26%
12%
43%
23%
10%
22%
3%
TV Print Radio Web Mobile
Time Spent
Ad spent
Use Mobile Internet regularly
Sourc...
70%
11%
23%
46%
41%
75%
18%
4% 2%
0%
TV Daily
newspapers
Radio Internet Mobile
Daily Reach 2013 Ad spend by media
Use Mobi...
“Mobile is now the main driver of
global ad spend growth. This is
the first time in the past 20 years
that a new platform ...
There is Smartphone Revolution
Media changed from “Prime Time” to always ON
Smartphones penetration increase in all countries
with no exceptions!
63%
79%
61%
72%
36%
63%
49%
69%
5%
6%
KSA UAE Egypt KuwaitLebanon
SMARTPHONES PENETRATION ACROSS TOTAL POPULATION*
*Not co...
KSA UAE Egypt KuwaitLebanon
MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS*
*Not considering multiple devises
83%84% 68% ...
But What They Do on Their Smartphones?
But What Are they doing on their Smartphones?
We have started a Mobile Panel in 3 MENA countries
Qatar
KSA
UAE
Mobile Panel can collect consumption of
mobile web as well as the apps!
90% Total Reach of Facebook (across smartphone users)
Facebook
App
Facebook
Mobile Web
63%
17%10%
Mobile web + App
UAE
With WhatsApp “Facebook” can now reach 100% of
the Smartphone users!!
15%
10%
1%
2%
9%
60%
3%
Facebook
Mobile Web
Facebook...
You Tube
App
YouTube
Mobile Web 30%
35%20%
85% Total Reach of YouTube (across smartphone users)
UAE
20%
Mobile have changed the TV experience!
The living room is now a digital experience!
MOBILE DOMINATES THE MULTI-SCREEN LIVINGROOM
(Egypt, UAE & Saudi Arabia)
Source: Ipsos Facebook Reach Survey, November-Dec...
MOBILE PRIME TIME COINCIDES WITH TV PRIME TIME - UAE
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 ...
Introducing Online Planning for MENA, Alongside
Traditional Media
NEXT STEPS
“Despite the fact that a preponderance of
historical research concludes that
Engagement is emotional, as much as or
more t...
CURRENT CHALLENGES IN DIGITAL PLANNING
IN MENA
Multiple device: Desktop,
Smartphones, Tablets
Multiple access: Home, work,...
Methodology: Panel
Target: Total Adult Population 15+
Recruitment: Various methods
Sample Design: based on offline surveys...
Objective
Online is gaining huge popularity among targets. The need to bring online
media to the media mix is critical to ...
Bottom Line:
We cannot rely on operators and their data to build
online audience measurement that is accurate and
usable b...
Ipsos Media Plan to Unify Online & Offline media buying
metrics
Unify online &
offline metrics
Online Media
Buying:
Impres...
Calibration for Different Ad Formats In Collaboration With IAB
(Industry Bodies)
Web
Mobile & Tablet
Ipsos Now Providing Comparable Metrics Cross
Media For Planning
Average Audience - GRPs
Net Audience (un-duplicated)
Total...
Finally…..
The Digital World is still changing…
Keep your eyes on the NUMBERS!!!
Thank You For Your
Trust !
Don’t Forget!
FOLLOW US :
@IpsosMENA
Check our Reports on:
slideshare.net/IpsosMENA
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ArabNet Dubai 2014 - The Media Scene in MENA & Future of Planning

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ArabNet Dubai 2014 - The Media Scene in MENA & Future of Planning

  1. 1. Elie Aoun – President Ipsos MediaCT MEAP The Media Scene in MENA & Future of Planning
  2. 2. 20 million interviews per year 5,000 clients worldwide Ranked 3rd largest Market Research firm in the world Publicly traded on Paris Stock Exchange 16 000+ full-time professionals Direct presence in 85 countries IPSOS TODAY
  3. 3. More than 1 million interviews per year 800 clients in MENA Leading research agency in MENA 950+ full-time employees, 1,500+ freelance interviewers Covering more than 20 MENA countries IPSOS MENA TODAY More than 25 years of experience in the MENA market
  4. 4. IPSOS MediaCT – OVERVIEW 4 Evolution of media Evolution of Ipsos Services 26 Years of media research leadership in MENA
  5. 5. SO WHAT IS THE MEDIA SCENE IN MENA?
  6. 6. IT’S A NEW WORLD People are constantly connected and “always on” became their default setting …
  7. 7. What is the 1st thing you do in the morning?
  8. 8. We now consume media more than any time before
  9. 9. 3.3 3.5 0.2 0.2 2.9 2.9 1.4 1.6 0.7 0.70.6 0.70.1 0.1 Spring 2012 Spring 2013 Extended Day with Work/School Media Daily Time Spent by Media Activity Nets (Hrs) Watching a movie in theater Reading (book/magazine/newspaper) Playing video games Listening to radio/music Going online/Watching video online Watching pre-recorded video Watching TV (Live/DVR/VOD) GLOBAL TRENDS…. Media Consumption On the Rise….(US) LMX (US Online Consumers): Wave 10, Spring 2012 and Wave 11, Spring 2013; eDiary, Among Total n=7,758, for 2013. Total Media Hours 9.0 hrs 2012 9.7 hrs 2013 *Note: Secondary and tertiary activity methodology change with LMX Wave 10 (Fall 2012) slightly increases frequencies of these activities compared with prior waves.
  10. 10. 65% 12% 23% 32% 23% 70% 11% 23% 46% 41% TV Daily newspaper Radio Internet Mobile Daily Reach by Media 2011 Daily Reach by Media 2013 Use Mobile Internet Data for UAE, KSA Source: Ipsos MediaCT BrandPuls MENA MEDIA CONSUMPTION ON THE RISE
  11. 11. BUT DIFFERENT MEDIA DON’T COMPETE….. To Reach Various Audience THEY RATHER COMPLETE !
  12. 12. DIGITAL ON A PAR WITH MAIN STREAM MEDIA Results - 12th to 26th June 2013, Day After Recall CATI Approach 0 10 20 30 40 50 60 70 Saturday Sunday Monday Tuesday Wednesday Thursday Friday MBC 1 SAUDI TV 1 MBC 4 DUBAI TV ROTANA KHALEEJIAH You Tube.com Daily Reach
  13. 13. It’s About Incremental Reach (YouTube reaches an additional 8.8% audience on average) Results - 12th to 26th June 2013, Day After Recall CATI Approach 0 25 50 75 100 Saturday Sunday Monday Tuesday Wednesday Thursday Friday Incremental Reach You Tube MBC 1 % AverageDailyReachKSAAdults15+
  14. 14. CONSUMPTION ACROSS VARIOUS DEVICES! Results – 29th May to 6th June 2013, Day After Recall CATI Approach 58% 30% 6% 4% 3% 1% 1% Computer (PC/Laptop) at home Mobile phone/ smart phone i.e. iPhone, Blackberry, Samsung device etc… Computer (PC/Laptop) at work Tablet computer i.e. iPad, Galaxy tablet etc… Connected TV i.e. TV connected to the internet such as Samsung, LG, etc… On TV via a games console that connects to the internet Don't know Device used to watch YouTube video yesterday Which of the following devices did you use to watch YouTube videos yesterday?
  15. 15. but not always equal All screens are important
  16. 16. 16 42% 6% 14% 26% 12% 43% 23% 10% 22% 3% TV Print Radio Web Mobile Time Spent Ad spent Use Mobile Internet regularly Source: IAB , eMarketer, Mary meeker 2012 US Ad Spending Vs. Consumer Time Spent by Media MOBILE AD SPENDING STILL LAGS TIME SPENT (US)
  17. 17. 70% 11% 23% 46% 41% 75% 18% 4% 2% 0% TV Daily newspapers Radio Internet Mobile Daily Reach 2013 Ad spend by media Use Mobile Internet regularly Data for UAE, KSA Source: Ipsos MediaCT Statex, Ipsos MediaCT BrandPuls, Industry Estimates DIGITAL AD $ CATCHING UP IN MENA
  18. 18. “Mobile is now the main driver of global ad spend growth. This is the first time in the past 20 years that a new platform is expanding overall media consumption without cannibalising any of the other media platforms” http://www.zenithoptimedia.com/mobile-to-drive-growth-in-global-adspend-over- the-next-three-years/
  19. 19. There is Smartphone Revolution
  20. 20. Media changed from “Prime Time” to always ON
  21. 21. Smartphones penetration increase in all countries with no exceptions!
  22. 22. 63% 79% 61% 72% 36% 63% 49% 69% 5% 6% KSA UAE Egypt KuwaitLebanon SMARTPHONES PENETRATION ACROSS TOTAL POPULATION* *Not considering multiple devises
  23. 23. KSA UAE Egypt KuwaitLebanon MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS* *Not considering multiple devises 83%84% 68% 85% 90% 71% 68% 74%77% 84%
  24. 24. But What They Do on Their Smartphones? But What Are they doing on their Smartphones?
  25. 25. We have started a Mobile Panel in 3 MENA countries Qatar KSA UAE
  26. 26. Mobile Panel can collect consumption of mobile web as well as the apps!
  27. 27. 90% Total Reach of Facebook (across smartphone users) Facebook App Facebook Mobile Web 63% 17%10% Mobile web + App UAE
  28. 28. With WhatsApp “Facebook” can now reach 100% of the Smartphone users!! 15% 10% 1% 2% 9% 60% 3% Facebook Mobile Web Facebook App WhatsApp UAE
  29. 29. You Tube App YouTube Mobile Web 30% 35%20% 85% Total Reach of YouTube (across smartphone users) UAE 20%
  30. 30. Mobile have changed the TV experience!
  31. 31. The living room is now a digital experience!
  32. 32. MOBILE DOMINATES THE MULTI-SCREEN LIVINGROOM (Egypt, UAE & Saudi Arabia) Source: Ipsos Facebook Reach Survey, November-December 2013. Base : All who watch TV (UAE – 1,020, KSA – 756, Egypt – 936) QF1: Please think about when you are watching television. Do you ever do any of the following activities AT THE SAME TIME? mobile 36% laptop 13% multi- screening tablet 5% TV Consumers 43%
  33. 33. MOBILE PRIME TIME COINCIDES WITH TV PRIME TIME - UAE 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Time Spent By App Broken Down By Day Part WhatsApp YouTube Facebook Voice Calls Messaging (Text/SMS) Candy Crush Saga Skype Twitter Collected from Smartphone & Tablet Users in UAE
  34. 34. Introducing Online Planning for MENA, Alongside Traditional Media NEXT STEPS
  35. 35. “Despite the fact that a preponderance of historical research concludes that Engagement is emotional, as much as or more than rational, it appears that with the growth of digital advertising, Engagement has become synonymous with rational, behavioral interaction” Measuring Digital Ad Engagement in a Cross- Platform World: Advancing Making Measurement Make Sense, IAB Whitepaper
  36. 36. CURRENT CHALLENGES IN DIGITAL PLANNING IN MENA Multiple device: Desktop, Smartphones, Tablets Multiple access: Home, work, internet café etc… Defining basic target audience such as Females 20-40 would require some extrapolations and projections. Uniques, Cookies & Browsers. With cookie deletion & multiple browser consumption single user will counted as multiple!
  37. 37. Methodology: Panel Target: Total Adult Population 15+ Recruitment: Various methods Sample Design: based on offline surveys, valid on monthly basis Panel Application: Download, Multiple Login Ipsos Response Panel Based Method (Desktop and Mobile): Counting People
  38. 38. Objective Online is gaining huge popularity among targets. The need to bring online media to the media mix is critical to the whole media industry and even more to the online media industry
  39. 39. Bottom Line: We cannot rely on operators and their data to build online audience measurement that is accurate and usable by media planners
  40. 40. Ipsos Media Plan to Unify Online & Offline media buying metrics Unify online & offline metrics Online Media Buying: Impressions
  41. 41. Calibration for Different Ad Formats In Collaboration With IAB (Industry Bodies) Web Mobile & Tablet
  42. 42. Ipsos Now Providing Comparable Metrics Cross Media For Planning Average Audience - GRPs Net Audience (un-duplicated) Total Audience - TRPs Total Minutes Average Minutes Share (of audience) Share of Minutes Impacts ABS Net Audience ABS Total Audience - TRPs CPRP (Cost Per Rating Point) CPT (Cost Per one Thousand contacts) Affinity Index (against Reference) Target Contribution in Channel Average Audience Target Contribution in Channel Net Audience
  43. 43. Finally….. The Digital World is still changing… Keep your eyes on the NUMBERS!!!
  44. 44. Thank You For Your Trust ! Don’t Forget! FOLLOW US : @IpsosMENA Check our Reports on: slideshare.net/IpsosMENA
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