BusinessToday Ad Spend Survey 2007: Oman's ad arithmetic simplified

The survey presents both the macro and micro images from print media advertising to give readers an insight into the dynamics of the year that went by and clues to what can be expected in the year ahead.

RO22.85mn in 2005, RO31.73mn in 2006, RO41.58mn in 2007 - advertising in print media is clearly on a roll. Despite TV, radio and several below-the-line avenues, print media rules when it comes to its share of the advertising pie.

The survey shows a churn in the ad spend pattern in 2007 with three new sectors making it to the top ten list.

Displacing petroleum products, airlines and perfumes sectors, real estate, healthcare and food and beverages have moved into the hallowed arena. As is the case every year, the automobile sector has spent the maximum in advertising.

Yet it is interesting to note that the sector's share in the total ad spend has been on the decline despite pumping in more money.

From 18.3% share of the ad pie in 2005, the figure is down to 11.9% in 2007, though the ad spend has gone up by 18.66%.

The April issue of BusinessToday also carries special features related to advertising. From ambush advertising to the advent of below-the-line advertising, from an open letter to prospective clients from an ad agency head to another's take on the transformation he has witnessed in the advertising field over the years and what is lacking, the April issue is all things related to advertising in Oman.

Other features include how the agency selected for Oman Air logo redesign went about the process, why advertising on radio is a good idea and even a column from a career counselor for anyone interested in pursuing a career in advertising.