Ad budgets under pressure

"Driven by the property boom, that now shows signs of slowing, advertising spending in traditional media has been eating up marketing budgets," said Spencer Felix, Exhibition Manager for the Signage, Imaging and Media (SIM 2008) trade show which takes place at the Abu Dhabi National Exhibition Centre from 25-27 November.

"With budgets likely to come under pressure in 2009, we expect more interest in less costly and arguably more effective methods of getting a message across - namely new media, digital signage and outdoor advertising."

SIM 2008 is a combination of three vertical events in the form of an exhibition and conferences under one roof and a platform for companies to showcase products and solutions. It is the most comprehensive trade show for the regional marketing communications industry. This year SIM is to provide special forums on the latest technologies and thinking in new media, digital signage and outdoor advertising.

The New Media Forum on 25 November will explore how regional organisations can use new media more effectively in their marketing and communication strategy. Presentations will include the regional impact of new media; new channels; expanding reach and growing audiences; social networking; content creation; and return on investment.

The Digital Signage Forum, also on 26 November, is an event for the region's fastest growing marketing channel. The Forum will feature discussions on technology hardware and software as well as applications and bring together suppliers, integrators, location owners, content developers and advertisers. The forum will feature presentations on content creation; screen technology; streaming; site optimisation; network architecture; and location case studies.

The Outdoor Advertising Forum is the first comprehensive outdoor advertising event in UAE will take place on 27 November. The forum will bring together the region's out-of-home advertising industry and marketing decision makers. Topics will include international trends and best practices; regional opportunities; interactivity; creatives; as well as case studies.

The focus sectors of SIM 2008, organised by IIR Middle East, include printing; signage; banners and posters; pre-press; digital imaging, capture, storage and processing; electronic media; advertising production; marketing and public relations; outdoor media; new media and entertainment.

Arab Media Group, one of the largest media organisations in the United Arab Emirates, is headline sponsor of SIM 2008; HP is the technology partner; Xerox, MXN Middle East, CoolSign and Planar platinum sponsors; Synaxis Media platinum sponsor-digital media; SCALA strategic partner and Right Angle Media gold sponsors.