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Joud Nawar - Ipsos MediaCT

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Opening Ceremony - Keynote Speech

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  • Good morning, My Name is Joud Nawar from Ipsos. Today I am going to show you some figures, studies, articles and facts about the online and digital evolvement on a global and regional level.We are going to identify the -Changes in Media Platforms on a global level-Increase in Internet & Digital consumption- across North America a developed country,Central Eastern Europe (a similar region to MENA and of course what the media effect in our region- Also, how Marketing and Mediaresearch are today’s basic need to keep track- What are Current difficulties that we are facing.- And finally how The media industry should be involved to grow the new digital trend
  • The media consumption is changing and new connected media is introduced faster than we can imagine. The media consumption behavior is also changing and new multi media usage behavior is becoming more difficult to monitor
  • CEE a similar market to MENA,. Conclusions made from research point of view in terms of consumers’ behavior, technology, habits and many other behavioral factors. The online spend nearly tripled in 2 to 4 years
  • Now turning the page to the middle east. It is obvious that the Internet penetration is rising up in our region significantly and mainly in the UAE
  • Some expert analysis from different studies:1-Regional spending on online advertising is expected to grow by 25-35 percent as a result of the downturn2- Internet advertising spend in the Middle East is expected to experience 'impressive' growth over the coming three years, although will still be significantly lower than elsewhere in the world….. today about $56m or 1% of the total media advertising spend is online in the Middle East, this figure will rise to at least 4.5% by 2013 to around $266m
  • A current regional study conducted by Ipsos Jordan shows new future attraction platforms such as game consol, I-Pad and other Digital platforms and TV is the only traditional media. On the other hand Radio and Landline interest is the lowest
  • Still the highest average time spent during the day is on TV. Mobile and internet are second On average, 38% of the people in this region are exposed to media and telecomIn the states, a study conducted by Forrester: shows that time spent online has increased and is more than 100 minutes on average per day.
  • However, Using internet from school is still. Compare to the US Teens
  • Still TV the primary source of info in our region but the internet is runner up
  • New generation is showing different behavior, while TV being the main source of info for 45+, the internet and TV are the main sources across younger generation
  • With the increase of the internet penetration and interactive media popularity, the web publishers started developing their platforms to make it attractive, easy to find and easy to use.
  • Publishers should Know what’s happening on their portals and better identify their target groups
  • Media Agencies are today the closest to the publishers and they are considered as consultant. Media Agencies would better benefit while planning on different targets and not only based on visitors While the research firms deliver the consumer needs to the advertisers, agencies and media houses, they can not just do it on their own. It is a combined involvement!
  • New media platforms are emerging and mainly in our regionNew media platforms will eventually substitute traditional ones and the later are always at risk of losing their presence and position in customers’ minds.In order to minimize that risk, staying in touch with customers and constantly monitoring their behavior are of today’s basics.It is not a one man show. It is our responsibility, mainly the media industry, to be involved in expanding the evolvement of our region.

Joud Nawar - Ipsos MediaCT Presentation Transcript

  • 1. Online Trend & Market Difficulties
    Media ME forum 2010 - Jordan
  • 2. 2
    Agenda
    • Changes in Media and Marketing Landscape on a Global Level
    • 3. Increase in Internet & Digital consumption- figures from NA, CEE and MENA
    • 4. Market and Media research to provide insights
    • 5. Current difficulties in the market
    • 6. The media industry should be involved to grow the new digital trend
  • The Changing Media Landscape
    Television
    Radio
    Print
    3
  • 7. Surfer
    Read
    Watch
    Diversification of Media Consumption
    Traditional Media
    Connected Media
    Out of home
    Mobile Device
    Game consoles
    Print
    Radio
    Cinema
    Television
    PC
    Mobile
    Web
    Mail
    Voice
    chat
    SMS
    Communicate
    Newspaper
    Print
    E-book
    Out of home
    Cinema
    Digital
    Live TV
    VOD
    DVD/JPEG
    In Malls
    Live radio
    Listen
    Downloading
    CD/MP3
    MM
    Games
    Games
    4
  • 8. 5
    Interest from the Media (North America)
  • 9. The Changing Marketing Landscape
    • 2008 Super Bowl
    • 10. :30 second ad
    • 11. July 1, 1941. The world's first television commercial aired on NBC
    • 12. 10-second ad for Bulova clocks and watches
    • 13. Consisted of the image of a clock and a map of the US, with a voice-over that announced, 'America runs on Bulova time.’
    Cost: $ 9.00
    Cost: $3,000,000
    6
    Ref. Steve Levy presentation DMC
  • 14. 7
    At this point … Dancing Matt
    • 5 minute video
    • 15. Over 25,000,000 views
    • 16. 1 sponsor
    Cost: $ 0.00
    Ref. Steve Levy presentation DMC
  • 17. Impact… Emotional and Functional Benefits
    You gotta love this video! Because it has a deeper meaning other than a goofy guy dancing around the world. It shows a sense of unity between human kind from people all around this planet. A slight glimpse of world peace.
    imgonna buy some stride now... this is advertising!
    Matt, I here by officially invite you to Oman
    you would love it CUZ we love to dance :)
    I love Stride as a company- good ideas, and great commercials.
    8
  • 18. Marketer and Agency Viewpoint in Canada
    Agree Neutral Disagree
    Adding Context : The Economy…
    Fear of a recession will shift marketing budgets to online
    (Sep ’08)
    The recession is shifting marketing budgets to online(Sep ’09
    Q10. What follows are a series of statements about digital or online marketing. Please indicate how much you agree or disagree with the following statements using a 10 point scale where ‘1’ means you Completely Disagree and ‘10’ means you Completely Agree.
    9
    Ref: Steve Levy presentation DMC Study conducted by Ipsos Canada
  • 19. -32%
    Print
    Radio
    -15%
    -12%
    TV
    Out of home digital
    -2%
    0%
    Direct mail
    46%
    Mobile
    E-mail
    57%
    Online
    80%
    Shuffling Spend with a Constant Budget
    Net Change
    Increase
    Decrease
    Stay the Same
    Q9. Assuming that your total marketing budget will remain basically the same next year, to what degree (if at all) will you adjust your spend for the following media
    10
  • 20. CEE, a similar market to MENA…
    Ref: Gemius
  • 21. Internet Penetration Over the Years By Country across MENA
    Data source:  World Bank, World Development Indicators
    http://databank.worldbank.org/ddp/home.do?Step=1&id=4
  • 22. Expert Analysis
    “ Regional spending on online advertising is expected to grow by 25-35 percent as a result of the downturn, as we witness a greater shift from print to online advertising, according to a study titled “Game Not Over”, that was recently released by global management consultant firm, Booz & Company.
    Internet advertising spend in the Middle East is expected to experience 'impressive' growth over the coming three years, although will still be significantly lower than elsewhere in the world. The latest annual Arab Media Outlook report, produced by the Dubai Press Club and Value Partners, found that while today about $56m or 1% of the total media advertising spend is online in the Middle East, this figure will rise to at least 4.5% by 2013 to around $266m
    Data source:  Arabian Business
    13
  • 23. Expected Future Demand for the following….
    Game Consoles
    Ipsos study Aug-Sep 2010
    Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon
    14
  • 24. Average Daily Exposure - Media & Telecom ( per minutes)
    555
    117%
    Monthlies
    555
    Media & Telecom: 38%
    Ipsos study Aug-Sep 2010
    Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon
    http://news.cnet.com/8301-1023_3-10297935-93.html
    15
  • 25. Incidence of Using the Internet - School(Ages 15-19 Years)
    Nearly 70% of US teens access the internet from school
    Ipsos study Aug-Sep 2010
    Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon
    http://blog.nielsen.com/nielsenwire/reports/nielsen_howteensusemedia_june09.pdf
    16
  • 26. Primary Source of Information
    Ipsos study Aug-Sep 2010
    Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon
    17
  • 27. Primary Source of Information by Age
    New Generation of Behavior
    TV
    Ipsos study Aug-Sep 2010
    Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon
    18
  • 28. AVERAGE TRP BY MARKET 08 VS. 09 VS. 10
    2008
    2009
    2010
    2008
    2009
    2010
    2008
    2009
    2010
    2008
    2009
    2010
  • 29. AVERAGE ISSUE READERSHIP BY MARKET 08 VS. 09 VS. 10
  • 30. Business Issues
    Web publishers started developing their platforms and made them...
    Easy to Find
    Easy to Use
    Attractive
    21
  • 31. Media Research
    Agencies , Publishers , Advertisers should be equipped with reliable data
    Ipsos Gemius introduced the Online Audience Measurement
    22
  • 32. Online Traffic & Audience Measurement
    Knowing what’s happening on my site?
    ?
    Who is my target?
    Cross analyzing different web categories
    Media indicators
  • 33. Traffic data vs Identifying Target Profile
    Media Indicators
    Different categories
  • 34. Some Difficulties
    • When meeting with different publishers across the region, we are facing many difficulties in convincing them to monitor their websites
    • 35. Fear in showing numbers and facts
    • 36. The majority of publishers care about the traffic data more than the target profile
    • 37. Big players are more involved than small websites. Hence, the latter should focus on getting more users insights, and in fact, they are not getting the point!
    25
  • 38. 26
    Agencies Involvement
    • Media Agencies are today the closest to publishers and they are considered as consultant.
    • 39. Media Agencies would better benefit while planning on different targets and not only based on visitors.
    • 40. As researchers we are the link between the consumers, advertisers, agencies and media houses. Keep in mind that the online is another connective platform and a combined effort is required!
  • 27
    Recap...
    • New media platforms are emerging and mainly in our region
    • 41. New media platforms will eventually substitute most of the traditional ones and the latter are always at risk of losing their presence and position in customers’ minds.
    • 42. In order to minimize that risk, staying in touch with customers and constantly monitoring their behavior are of today’s basics.
    • 43. Education EducationEducation!
    • 44. It is not a one man show. It is our responsibility, mainly the media industry, to be involved in expanding our region evolvement
  • And finally
    “The Internet is becoming the town square for the global village of tomorrow”.
    Bill Gates
    28
  • 45. Thank You For Your Time !
    29