A brief summary of expected advertising trends in the Saudi market for 2013.

1. Advertising
trends
in
ì
Emerging
Markets
Opportuni*es
and
Challenges
in
Saudi
Arabia
for
2013
Copyright
©
2013
-­‐
Imran
Taha
Jaffrey

2. But there is much more
happening:
“Younger” clients
Social
Media
Tweens and their
ì Is
the
buzzword
in
the
phablets
Saudi
adver*sing
Local Agencies
industry
today
Newer ways to
overcome cultural
taboos
Fence sitters
Market Conditions

3. Boutique
“Younger”
Clients
consultancies and ad
agencies setting up
shop and seeing
ì More
and
more
local
more clients walk in
Saudis
are
returning
Clients realizing
back
to
Saudi
Arabia
young demographic
aIer
studying
of country and want
overseas
and
want
to
to see more local
talent working with
see
a
change
in
the
them
adver*sing
industry
More willing to take
risks and use
gimmicks – they
don’t think their
customer is “stupid”
anymore

4. Tweens
and
their
phablets
ì They
are
addicted
and
Parties, gatherings, hook-
ups, sports events all
the
addic*on
is
being coordinated on
catching
up
Facebook, Twitter, BB
Messenger – sometimes
Smartphones constitute by invitation only
54.6% of total cellular
handsets
The App developers
Government are popping up –
Source: Arab Advisors Group 2012
knows but is even via
playing catch overseas
up contracts
Brands want to be at
the forefront so giving
prizes for App
development

5. No more pure ad agencies exist
– everyone wants to offer
everything and anything instead
Local
agencies
of focusing
Non Arabic speakers (non
Saudis) leading marketing teams
Women are adding a much
needed “feminine” touch

6. Cultural
Taboos
Blurry line between:
what’s allowed
what’s not
Government Clients are
abuse on any pushing the
right is boundaries with
immediately less fear of
attacked on punishment
social sites

7. Fence
Sitters
Some clients still in fear of
global economic conditions…
they are hesitating to proceed
forward and want to continue
to observe trends before
investing in new media

8. Increase in cross- Budget surpluses
platform promotions and dramatic
investment in
infrastructure
Municipalities clamping projects creating
down on misrepresentation opportunities
in communications and
putting greater emphasis Market
Conditions
on consumer protection

9. Key benchmark for
Social media
And
as
I
said…
Social
effectiveness: Increase
Media
is
the
buzzword
in web traffic
Saudi Arabia has * Leads Social media
highest online scene in Middle East
engagement rate and
Youtube viewership in Expectations are over-
the world inflated – everyone
Saudi Youtube heroes:
Source: TNS 2011 KSA Market Scene
wants the “Arab Spring”
coverage of their brand
http://www.youtube.com/user/layektharshow
http://telfaz11.tv/ http://www.youtube.com/masameer

10. A few examples

11. Olay can’t use
women for
beauty
contests.
The solution:
“Most beautiful
eyes in Arabia”

13. Launching the
Change Lingerie
brand in Saudi
Arabia by utilizing
the concept
behind
censorship.

14. Using local
stereotypes

15. Ikea standard
catalog on left
and Saudi
version on right

16. A subtle way to
reflect a
feminine touch

17. Munch
Bakery
“Surprisingly,
Cupcakes
filled with ice
cream”
*Notice how
non cultural
elements
such as snow
and penguins
are being
used”

19. Local brands
utilizing
simple/clean
design
principles to
convey a
message

20. Saudi “Digital
Leash”

21. We should not
underestimate
the “slow”
adoption of
international
advertising This may be well planned
styles and and perhaps more prudent
media usage by considering the recent
the Saudi failures in the global
market. markets.
One
last
thought…

22. Thank
you
ì For
more
informa*on,
consul*ng,
and
training
opportuni*es
please
feel
free
to
drop
me
a
note:
ì Imran
Jaffrey
-­‐
MCInst.M
ì Consultant
ì +1-­‐416-­‐2-­‐73-­‐74-­‐79