Signage imaging & media show to examine why online video advertising is in vogue with cost-conscious marketers

However an increasing emphasis is being put into newer, more cost effective, marketing channels such as online video advertising.

The viewing figures for online videos in the US are astonishing. In an average month, Comscore noted that 10 billion videos were viewed online, hardly surprising then that research outfit, IDC, estimates that video advertising will grow sevenfold in the US over the next five years from $500m in 2007 to $3.8bn.

"Trends in marketing that emanate the US tend to be emulated in other parts of the world. Direct mail tops overall marketing spend ion the US, but due to the absence of any national home delivery postal service, Middle East marketers find it less effective. However as marketers throughout the region are now looking for a bigger bang for their buck, new media such as online video advertising could fit the bill,"

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.

Further research in the US by Advertising.com found that 31% of 18 to 34 year olds watch streaming video; 69% stream video more than once per week 69% of consumers 35 and over watch streaming video; 47% stream video more than once per week; 42% of consumers have forwarded a video clip to a friend; 94% of consumers would prefer to view ads than pay to watch a video;
63% of consumers would prefer ads that are shorter than television ads.

"The most interesting aspect is the age range. We are no longer dealing with teenagers or 'nerds' the computer generation is now mainstream and aging. Considering the demographics of the Middle East and its geography, the potential reach of video advertising is immense," added Spencer.

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.

Two other conferences will also take place, The Digital Signage Forum, on 26 November, is an event for the region's fastest growing marketing channel and finally The Outdoor Advertising Forum is the first comprehensive outdoor advertising event in UAE will take place on 27 November.

SIM 2008, will be featuring 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, the largest media organisation 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.