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MENA Online Advertising Industry

MENA Online Advertising Industry



@ WanIfra 2011 Conference

@ WanIfra 2011 Conference



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  • Full Name Full Name Comment goes here.
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    MENA Online Advertising Industry MENA Online Advertising Industry Presentation Transcript

    • MENA Online Advertising Industry Abdulrahman Tarabzouni Regional Manager, Emerging Arabia Google aitmit Google Confidential and Proprietary 1
    • Internet Industry Google Confidential and Proprietary 12
    • Infrastructure Content Commerce 3
    • Infrastructure Content Commerce 3
    • Infrastructure Content Commerce 3
    • Market: MENA Market Highlights 337M People = 5x 5% of World Population Young Population: 33% of them < 14 Years Old R2 Population GDP per Capita R4 R3 Advertising Top Countries Insights: Expenditure R1 22 Countries +33% below 14 years Over 70% Saudi & UAE Arabic in the top 10 languages in number of search queries Arabic is spoken by +80% Unknown Jordan Highest GDP per Capita $110k in Kuwait Over 8% Egypt 2nd Language is French in R4 vs. English in R3 Over 60% of MENA users are Males Over 9% MoroccoSources:: Ministries of Telecom, CIA Fact Book, AC Nielsen, Madar Excluding Yemen, Iran, Sudan and Syria $8B Ad Spend = 30% 2.5x Poland Ad Spend ($3B in 2009) GDP Real Growth at 6% vs. 3.1% Globally
    • Online Advertising in MENA Ad Market Size in $M North Africa Gulf Saudi Arabia Levant Internet Penetration MENA Online Ad Spend in 2010 = 110m-130m USD 5
    • 1,354 287 (21%) 1,224 MENA 90 (45%) 348 MENA 63 (18%) MENA 311 60 (73%) 234 3rd 6th Population # of Internet Users63MInternet Users > Internet Users Population 75% Population Google Confidential and Proprietary 6
    • Saudi: Duration of usage (Minutes per day)• Over 2 hours spent daily on Internet on desktop / laptop and watching TV.• Those using internet on mobile spend almost an hour everyday. 133 130 68 45 39 26 25 Internet TV Mobile Internet Mobile Phone Radio Magazines NewspapersConfidential & Proprietary Copyright © 2010 The Nielsen Company Page 14
    • Online Activities and Search Share Use a Search Engine 94 Visit internet portals 87 Send or receive emails 76 Very High 68 3% Instant Messaging / Chatting 64 Visit / access social networking sites Listen to music online 58 High Download music, videos, etc 48 Watch videos / TV programs 46 Play games online 46 Medium Access / Download / Upload video clips 35 Access / Download / Upload photos 33 97% Download applications /software / updates 29 Write / read blogs 26 Research an item you are thinking of buying 22 Click on an online ad banner / link 22 Low Use online banking / pay bills online 19 Set up your own website 11 Google Others Post online ratings / reviews of products / services 11 Very low Complete Online Transactions / E-commerce 8Confidential & Proprietary Copyright © 2010 The Nielsen Company
    • Search Trends Queries in Arabic represents: +54% of MENA queries +80% of Saudi queries Google Confidential and Proprietary
    • Online Advertising: How doI stand out on the web? Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
    • Google is in the “Connections Business” Connect consumers to ALL the information they care about Connect marketers to ALL the customers they care about Google Confidential and Proprietary 13
    • Reach Customers- Advertise on the Google Network 1 Google Search: 2 Search partners: network 3 Display partners: The whole Google Network reaches around 86% of Global Internet users! Google Confidential and Proprietary 14
    • Targeting options on the networkReach customers through various advertising touch points: Search (97%+ reach in MENA) Display (80%+ reach in MENA)Search campaign Search campaign Contextually targeted Placement Targeted campaign campaignreach Customers reach Customers reach Customers reach Customers surfing searching on searching on surfing hundred of selected sites on Google Google’s thousands of 3rd party Google’s Display search partners sites Network Google Confidential and Proprietary 15
    • On search Sponsored Ads Cost Per Click (CPC)Natural Results (unpaid) Google Confidential and Proprietary 19
    • On Display Network- Contextual targeting Reaches millions of users as they read content online Google scans a page,interprets its content and serves relevant ads Relevant ads Targeted in real-time Recipe for Roasted Garlic Pasta Sauce Google Confidential and Proprietary 20
    • Google’s Pricing Models CPM Model Content Targeting CPC Model • Cost per thousand • Cost per click impressions • Maximum bid & CTR • Only your Maximum are considered bid is considered • Reach & Frequency • Access to Reach & reporting not available Frequency reporting • Search & Content • Content Network Networks Google Confidential and Proprietary
    • Google AdSense Enables You to Monetise Pages Across Your Entire Site … And Beyond Expanding the AdSense Family Search Pages Content Pages Plus, more ways to monetise with other AdSense products5 Google Confidential
    • Google AdSense for Search7 Google Confidential
    • Google AdSense for Search7 Google Confidential
    • AdSense technology maximises ad relevance and performance • No manual intervention • AdSense automatically understands the content of a specific page, and • Dynamically targets ads as the content on the page changes • Competitive hand-mapping solutions only target the static category level Freshness and Relevancy are vital to page performance12 Google Confidential
    • Linguistics Processing Delivers Superior Matching Through linguistics processing, we know that this page is about coffee, not programming or a vacation spot13 Google Confidential
    • MENA AFC Partners
    • Do they click on ads? (Saudi) Click online ads on Desktop / Laptop • Men more likely to click on online ads both on desktop / laptop as well Always Sometimes Rarely Never as mobile. 19% 18% 18% 19% 10% 37% 33% 34% 31% 34% 28% 29% 27% 29% • Nearly half of those who recall 39% 38% 41% 44% 46% seeing online ads on desktop / 24% 29% laptop click on them. 11% 10% 13% 8% 10% 10% 11% Total 15 - 24 Yrs 25 - 34 Yrs 35 - 44 Yrs 45 - 54 yrs Males FemalesQuestion: Do you click on the ads you see while accessing theinternet from a laptop / desktop?Base: All recalling seeing an ad on Desktop / Laptop (789) Click online ads on mobile Always Sometimes Rarely Never 18% 18% 18% 10% 20% 36% 21% 28% 24% 28% 24% 17% 42% 40% 47% 40% 44% 28% • Marginally lower resistance to clicking on ads seen on mobile! 16% 21% 15% 19% 14% 12% Total 15 - 24 Yrs 25 - 34 Yrs 35 - 44 Yrs Males Females Question: Do you click on the ads you see while accessing the internet from a mobile? Base: All recalling seeing an ad on mobile (287)Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 56
    • Saudi: Impact on purchase decision• Online advertising at best impacts purchase decision only occasionally. • Over 40% people say online advertising does not impact their purchase decision. Always Sometimes Occasionally Never 42% 42% 41% 42% 41% 44% 56% 30% 28% 28% 30% 33% 30% 23% 24% 27% 28% 26% 22% 21% 19% 4% 0% 4% 0% 4% 0% 2% 0% 2% 0% 3% 0% 4% 0% Total 15 - 24 Yrs 25 - 34 Yrs 35 - 44 Yrs 45 - 54 yrs Males FemalesQuestion: How often have your purchase decisions beeninfluenced by any sort of online advertising?Base: All internet users (1067)Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 57
    • The dominant online behaviour remains “ROPO” % of tech product consumers who used online during the purchase process (average of TV, Audio, PC, Cameras categories) Google Confidential and Proprietary 4
    • In this complex journey, search engines are thecompass Found website by: Search engine(s) 0.68 Typed address(es) directly into browser 0.27 0.9 90% Followed links from other websites 0.23 68% 45% Already had website(s) in favourites / bookmarked 0.23 23% 15% 6% 6% 5% 2% 0% Followed links from email received 0.06 Other 0% 18% 35% 53% 70%Q26 Which methods did you use to find the websites you visited during the research and purchase process? Base: All researching online,Google Confidential and Proprietary n=1,141 6
    • Challenges
    • DSL and mobile Internet access remain expensiveUsage between an emerging anda developed market:Smartphone usage rising but stilllowMostly tier-2 phones e.g. S60,BlackBerryMany tier-3 (feature) phones(small screens, mainly phone / Search queriesSMS) More than 50% annualHigh prices and lack of accessto entry point to the web growth in mobile subscriptions over the past 5 years 27
    • Lack of high quality content5% users speak Arabic vs. 2% ofthe content online is in ArabicForums are very popular in theMiddle East and North Africa(35% of content vs. 10%elsewhere), but :- unstructured ;- lack quality.Challenge for a search engine toensure- relevant- high quality- and freshresults to surface to the top spots. 28
    • Low credit card penetration ratesLack of online forms of paymentRequired infrastructure still catching upAddressing and postal systems still in development in some countries in the Middle EastLow credit card penetration ! Security still a major issue (<5% outside of Gulf e.g. North American airlines countries) review 3% of transactions vs. 80% by Middle EasternE-commerce & inter-country airlines trade laws not yet readySMBs not online 29
    • Case Studies Google Confidential and Proprietary 12
    • Test Objective Quantify the impact of search advertising on Vodafone’s in-store sales Google Confidential and Proprietary 13
    • Test Design Objective: create a measureable difference in Google AdWords spending between test and control regions and determine the impact on in-store sales. 1. Determine a baseline of sales activity in each test/ Selected a representative set of control region before the 94 Vodafone stores from 5 test experiment regions across the UK; matched control stores were taken from other parts of the country 2. Increase online advertising for defined product categories (handset/generic keywords) in test markets 3. Determine the difference in sales between test and Test control markets due to altered online spending Control Google Confidential and Proprietary 14
    • Results AdWords are a highly effective driver of in- Overall sales lift of 1.5% in test 1 store sales at Vodafone markets when compared to theVodafone up-weighted spend on handset and generic control markets; additional liftkeywords and significantly increased in-store sales of up to 10.5% in specific categories (e.g. Sim-only Positive 400% return on 2 contracts) investment advertising (Vodafone received £4.26 in sales for every £1 spent on 27k new customers visit Vodafone 3 AdWords)a result of increased stores as online spend 1.75 in-store connections are 4 driven by AdWords for every 1 online, showing AdWords has an even greater impact in-store “Vodafone’s additional investment in generic and upper funnel keywords was an effective way to drive incremental in-store sales. We now have a better understanding of the impact of online research on retail purchase behaviour and we’ll have to rethink the way our current attribution model works.” -Mike Durbridge, Head of Direct Sales, Vodafone UK Google Confidential and Proprietary 15
    • 1.Scale Google Confidential and Proprietary 36
    • Dawn of the world until 2003 5 exabytes of information 2 days667 exabytes per day Google Confidential and Proprietary 37
    • Google Confidential and Proprietary 38
    • 2.Reach Google Confidential and Proprietary 39
    • Google Confidential and Proprietary 40
    • 3.Speed Google Confidential and Proprietary 41
    • Google Confidential and Proprietary 42
    • Scale 1,000,000 years into 1 year 11:58PM 11:55PM 11:58PM 19 Dec31 Dec 30 11:10PM Dec 11:50PM 7:30PM Spring Mid-Nov Google Confidential and Proprietary 43
    • Google Confidential and Proprietary 44