InSkin Media’s Toby Daniell outlines in six steps how to optimise mobile branding campaigns.
The total MENA ad market in 2015 was worth an estimated $5.5 billion in net advertising revenues, reported the NU-Q Ad Revenues Estimate. Of this, digital represents 10 per cent of ad spend, compared with 30–35 per cent spend on print, while the vast majority of revenue is in television.
Within the digital market, mobile spend accounts for about 20 per cent of digital ad revenues, a small share compared with its potential reach, according to Media Industries in the Middle East 2016, a report authored by Northwestern University in Qatar in partnership with the Doha Film Institute.
In MENA, despite very high smartphone usage, especially in the GCC, the region has been slow to adopt mobile-specific ads – despite their proven impact. Industry practitioners estimate that no more than 6 per cent of total ad spend is dedicated to mobile platforms, even though 70 per cent of ads viewed are on mobile. Meanwhile, marketers in the US are allocating more than 50 per cent of spend to mobile, versus desktop.
What this means, however, is that for those marketing pioneers prioritising mobile as part of their advertising strategy, there is boundless opportunity. According to Media Industries in the Middle East 2016, the MENA region has seen a 60 per cent increase in traffic in certain verticals, such as online video generated by mobile. Mobile should, therefore, be an integral part of the content delivery strategy for providers across the region.
Mobile advertising is clearly still an emerging channel in the GCC, but here are six steps to optimise your mobile branding campaigns.
1: Strip out non-viewable advertising
This story is from the February 19, 2017 edition of Campaign Middle East.
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This story is from the February 19, 2017 edition of Campaign Middle East.
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