How to Stimulate Widespread Adoption of Broadband

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Ramzi Raad, Chairman and CEO at TBWA/RAAD Middle East indicates that the Middle East from small beginnings has become one of the world's fastest growing media markets

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How to Stimulate Widespread Adoption of Broadband

  1. 1. How to Stimulate Widespread Adoption and Use of Broadband Ramzi R. Raad Chairman & CEO Bahrain, 6 May 2009 International Institute of Communications TELECOMMUNICATIONS AND MEDIA FORUM
  2. 2. The Global Media Scene Source: World Digital Media Trends 2008 – World Association of Newspapers and PricewaterhouseCoopers Digital Advertising Revenues ($Bn) Year
  3. 3. <ul><li>Digital advertising revenues here include: </li></ul><ul><ul><li>Online subscriptions </li></ul></ul><ul><ul><li>Digital mobile </li></ul></ul><ul><ul><li>TV and music downloads </li></ul></ul><ul><ul><li>Video-on-demand </li></ul></ul><ul><ul><li>Online/mobile video games </li></ul></ul><ul><ul><li>e-publishing </li></ul></ul>The Global Media Scene
  4. 4. Global Advertising Spend by Medium Total Spend $485,555Bn in 2008 Source: Global Ad Spend – Zenith Optimedia - 2008 Advertising Spend ($M) Medium 25.3% 11.4% 37.9% 7.6% 0.5% 0.6% 10.2% +80% in 2020 INTERNET
  5. 5. <ul><li>In the short-term, TV will continue to retain the largest (37%) share of total ad spend, but digital platforms are anticipated to account for 80% by 2020. </li></ul>The Digital Media Market Source: Media Usage Trends – Aegis Group Carat – 2008
  6. 6. <ul><li>Originally a small ad market: </li></ul><ul><ul><li>Started from a low base </li></ul></ul><ul><ul><li>The region’s association with political instability, controlled economies and censorship </li></ul></ul><ul><ul><li>Absence of large national advertisers </li></ul></ul>What About the Middle East Media Scene?
  7. 7. Delivering the World’s Fastest Growing Media Markets in 2006 Source: Campaign Magazine – 2007 World Media Report Global Ranking Market % Increase over 2005 1 Egypt 47.3 2 Saudi Arabia 39.0 3 UAE 36.8 6 Qatar 28.5 7 Kuwait 26.6
  8. 8. GCC Online Spend Source: Madar Research 2007 / Great to Grey – Integral Research 2009* * Estimated Online Ad Spend ($M) Year *
  9. 9. Middle East Advertising Spend by Medium Total Spend $10,032M Source: Pan Arab Research Center – 2009 Medium 41% 8% 43% 1% >1% 5% 1%
  10. 10. <ul><li>In 2008 Middle East online investment represented only 1% vs the global average of 10.2% </li></ul><ul><li>If online advertising will grow to 80% in 2020 our challenge in the region is to try and make the alignment much faster than has ever happened before </li></ul><ul><li>With such a bold objective… </li></ul>The Challenge Ahead
  11. 11. <ul><li>Clients </li></ul><ul><li>Agencies </li></ul><ul><li>Regulators </li></ul><ul><li>Service providers </li></ul>… We All Have a Role to Play
  12. 12. <ul><li>Online is not conventional media </li></ul><ul><li>From online banners to engagement model </li></ul><ul><li>From one-way to two-way conversation with customers </li></ul><ul><li>From a cheaper way of advertising to a better place where the ‘big idea’ can live </li></ul>Client Shift in Approach
  13. 13. Brand Engagement Model – Metrics
  14. 14. <ul><li>The right expertise in planning, design and implementation </li></ul><ul><li>In-depth understanding of the ‘digital consumer’ </li></ul><ul><li>Move away from the “One size fits all” approach to planning </li></ul><ul><li>In-depth knowledge of social media and how it can be used effectively </li></ul><ul><li>Presence of compelling online products/sites from the region for the region </li></ul><ul><li>Right measurement tools and effective metrics </li></ul><ul><li>Client willingness to experiment and agency’s knowledge and expertise </li></ul>Agencies – Raising the Bar
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  17. 17. Thank You

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