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Joud Nawar - Ipsos MediaCT

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Opening Ceremony - Keynote Speech

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.
  • Transcript

    • 1. Nobody’s Unpredictable Online Trend & Market Difficulties Media ME forum 2010 - Jordan
    • 2. ©2008Ipsos Media ME forum 2010 - Jordan 2 Agenda  Changes in Media and Marketing Landscape on a Global Level  Increase in Internet & Digital consumption- figures from NA, CEE and MENA  Market and Media research to provide insights  Current difficulties in the market  The media industry should be involved to grow the new digital trend
    • 3. ©2008Ipsos Media ME forum 2010 - Jordan 3 The Changing Media Landscape Television Radio Print
    • 4. ©2008Ipsos Media ME forum 2010 - Jordan 4 Live TV Diversification of Media Consumption Watch Read Listen Communicate Surfer Games Web Game consoles Print Out of home Radio TelevisionCinema PC Mobile Voice chat SMS Mail Newspaper Print VOD Out of home Cinema Live radio Downloading Mobile Device CD/MP3 MM Games DVD/JPEG Traditional Media Connected Media E-book Digital In Malls
    • 5. ©2008Ipsos Media ME forum 2010 - Jordan 5 Interest from the Media (North America)
    • 6. ©2008Ipsos Media ME forum 2010 - Jordan 6 The Changing Marketing Landscape  July 1, 1941. The world's first television commercial aired on NBC  10-second ad for Bulova clocks and watches  Consisted of the image of a clock and a map of the US, with a voice- over that announced, 'America runs on Bulova time.’  2008 Super Bowl  :30 second ad Ref. Steve Levy presentation DMC
    • 7. ©2008Ipsos Media ME forum 2010 - Jordan 7 At this point … Dancing Matt  5 minute video  Over 25,000,000 views  1 sponsor Ref. Steve Levy presentation DMC
    • 8. ©2008Ipsos Media ME forum 2010 - Jordan 8 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 glimpseof world peace. im gonna buy some stridenow... this is advertising! Matt, I here by officially invite you to Oman you would love it CUZ we loveto dance :) I love Stride as a company- good ideas, and great commercials.
    • 9. ©2008Ipsos Media ME forum 2010 - Jordan 9 Adding Context : The Economy… 53% 36% 26% 16% 21% 38% Agree Neutral Disagree 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. 53% 36% 26% 16% 21% 38% Fear of a recession will shift marketing budgets to online (Sep ’08) The recession is shifting marketing budgets to online (Sep ’09 Marketer and Agency Viewpoint in Canada Ref: Steve Levy presentation DMC Study conducted by Ipsos Canada
    • 10. ©2008Ipsos Media ME forum 2010 - Jordan 10 Shuffling Spend with a Constant Budget Increase Stay the Same Decrease 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 Net Change -32%9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22% Print 9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22% -15%Radio -12% 9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22%TV -2% 9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22% Out of home digital 0% 9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22% Direct mail 46% 9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22% Mobile 57% 9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22% E-mail 80% 9% 11% 63% 67% 73% 41% 26% 10% 12% 63% 81% 49% 23% 49% 18% 31% 49% 55% 1% 6% 3% 23% 14% 22% Online
    • 11. ©2008Ipsos Media ME forum 2010 - Jordan CEE, a similar market to MENA… Ref: Gemius
    • 12. ©2008Ipsos Media ME forum 2010 - Jordan 1% 1% 3% 4% 5% 12% 13% 15% 17% 2% 5% 6% 8% 10% 13% 20% 26% 31% 24% 26% 28% 29% 30% 32% 40% 52% 65% 0% 10% 20% 30% 40% 50% 60% 70% 2000 2001 2002 2003 2004 2005 2006 2007 2008 Egypt Saudi Arabia United Arab Emirates 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
    • 13. ©2008Ipsos Media ME forum 2010 - Jordan 13 Data source: Arabian Business “ 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 Expert Analysis
    • 14. ©2008Ipsos Media ME forum 2010 - Jordan Expected Future Demand for the following…. 14 14% 14% 12% 14% 18% 9% 7% TV I-Pad Internet MP3 Game Consul Radio Landline high future demand lower future demand Ipsos study Aug-Sep 2010 Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon Game Consoles
    • 15. ©2008Ipsos Media ME forum 2010 - Jordan Average Daily Exposure - Media & Telecom ( per minutes) 15 37 18 20 72 36 264 15 93 0 50 100 150 200 250 300 dailies (per day) weeklies (per week) monthles (per month) internet radio tv gaming mobile total 555 Other Activities, 440 SLEEP, 480 0 250 500 750 1000 1250 1500 Media & Telecom: 38% Ipsos study Aug-Sep 2010 Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon 555 Monthlies http://news.cnet.com/8301-1023_3-10297935-93.html 117%
    • 16. ©2008Ipsos Media ME forum 2010 - Jordan Incidence of Using the Internet - School (Ages 15-19 Years) 16 3.5% 3.2% 2.9% 2.8% 1.7% 1.1% 0% 1% 2% 3% 4% 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 Nearly 70% of US teens access the internet from school
    • 17. ©2008Ipsos Media ME forum 2010 - Jordan Primary Source of Information 17 4% 12% 30% 3% 45% 6% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Ipsos study Aug-Sep 2010 Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon
    • 18. ©2008Ipsos Media ME forum 2010 - Jordan Primary Source of Information by Age 18 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-24 25-34 35-44 45-54 55+ Books Daily newspaper Internet Radio TV Word of mouth Others Internet New Generation of Behavior TV Ipsos study Aug-Sep 2010 Study conducted in KSA, UAE, Kuwait, Jordan, Egypt and Lebanon
    • 19. ©2008Ipsos Media ME forum 2010 - Jordan AVERAGE TRP BY MARKET 08 VS. 09 VS. 10 KUWAIT EGYPT UAE KSA 1876 2267 1958 2380 1908 2249 1849 2139 2041 2732 1927 1924 YR 2008 YR 2009 YR 2010 Till End of Ramadan 2009 2008 2009 2008 2009 2008 2009 2008 2010 2010 2010 2010
    • 20. ©2008Ipsos Media ME forum 2010 - Jordan 47.23 48.42 34.15 80.71 76.98 80.42 77.01 73.67 70.77 75.78 67.61 44.02 36.94 33.68 76.89 77.94 72.06 67.29 72.08 61.49 64.24 54.86 4.03 4.74 4.34 45.91 40.27 41.84 32.61 31.11 29.89 32.36 22.45 EGYPT 10 EGYPT 09 EGYPT 08 KUWAIT 10 KUWAIT 09 kUWAIT 08 UAE 10 UAE 09 UAE 08 KSA 10 KSA 09 KSA 08 Dailies Weeklies Monthlies AVERAGE ISSUE READERSHIP BY MARKET 08 VS. 09 VS. 10
    • 21. ©2008Ipsos Media ME forum 2010 - Jordan 21 Business Issues Web publishers started developing their platforms and made them... Attractive Easy to Find Easy to Use
    • 22. ©2008Ipsos Media ME forum 2010 - Jordan 22 Agencies , Publishers , Advertisers should be equipped with reliable data Media Research Ipsos Gemius introduced the Online Audience Measurement
    • 23. ©2008Ipsos Media ME forum 2010 - Jordan Knowing what’s happening on my site? ? Online Traffic & Audience Measurement Who is my target? Cross analyzing different web categories Media indicators
    • 24. ©2008Ipsos Media ME forum 2010 - Jordan Media Indicators Different categories Traffic data vs Identifying Target Profile
    • 25. ©2008Ipsos Media ME forum 2010 - Jordan 25 Some Difficulties  When meeting with different publishers across the region, we are facing many difficulties in convincing them to monitor their websites  Fear in showing numbers and facts  The majority of publishers care about the traffic data more than the target profile  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!
    • 26. ©2008Ipsos Media ME forum 2010 - Jordan 26 Agencies Involvement  Media Agencies are today the closest to publishers and they are considered as consultant.  Media Agencies would better benefit while planning on different targets and not only based on visitors.  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. ©2008Ipsos Media ME forum 2010 - Jordan 27 Recap...  New media platforms are emerging and mainly in our region  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.  In order to minimize that risk, staying in touch with customers and constantly monitoring their behavior are of today’s basics.  Education Education Education!  It is not a one man show. It is our responsibility, mainly the media industry, to be involved in expanding our region evolvement
    • 28. ©2008Ipsos Media ME forum 2010 - Jordan 28 And finally “The Internet is becoming the town square for the global village of tomorrow”. Bill Gates
    • 29. ©2008Ipsos Media ME forum 2010 - Jordan 29 Thank You For Your Time !