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"There is a lack of audience measurement systems in the Middle East that, as in other markets, allow advertisers to assess the reach and impact of their advertisements through traditional mediums. Digital platforms on the other hand, offer a more quantifiable return on investment.
"The digital advertising market in the region is expected to grow dramatically in the coming years due to emerging digital platforms, representing then a big opportunity for advertisers and overall industry development."
Deloitte's report also suggests that more sophisticated methods are required for measuring online branding campaign success. Measures such as 'Real Time Bidding' allow companies to have tighter control over the appearance of adverts and the context in which they are placed. This is in addition to tailored multimedia adverts, incorporating viral video and social media, although companies need to keep developing new skills as the importance of digital branding builds.
Social gaming meets social media, smartphones integrate television
Social media penetration continues to boom with a $63bn global gaming industry already in place. Deloitte stressed the financial potential of social gaming, with a need to move away from the 'freemium' model that has worked up to this point.
Smartphones and tablets will soon have access to five billion hours of catch-up television content, notably via systems expected to become available on public transport, the report predicts. By late-2012 we will witness the age of the "catch-up commuter", though some technological and content-related legal challenges are still in place.
The surge in tablet and smartphone sales, reaching half a billion this year, will drive the market at serious pace. The catch-up commuter concept represents opportunity, not threat, to content producers as it simply means more eyes or adverts and products. The real threat is to free news sources and portable games consoles.
Steven Bond, Reporter
