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
Online Trend & Market Difficulties
Media ME forum 2010 - Jordan