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Deloitte says mobile devices to drive Mideast digital ad spend
- Middle East: Thursday, May 02 - 2013 at 06:30
According to a report by Deloitte, tablets and smartphones are to drive digital advertising spend growth in the Middle East at an annual growth rate of 35% by 2015, Gulf News has reported. The report urged advertisers to consider new forms of advertising specific to the physical characteristics and typical usage of smartphones. "With the splitting of advertising into separate mobile and tablet categories, advertisers should begin to consider new forms of advertising specific to smartphones, such as interactive videos or game functionality, and tablets meanwhile, may borrow content created for PCs as well as usage formerly undertaken on PCs," said the director of Deloitte TMT Knowledge and Research, Paul Lee. If the banner advertising used on PCs and tablets cannot readily fit a smartphone screen, then new formats "should be tried which aim to harness its positive aspects (such as location information) and which work within its limitations," he said.
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