Media, PR and Advertising
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Media growing and showing
Increased ad spend is encouraging media growth, with the publishing industry continuing to dominate, followed by TV and outdoor, according to Stephen Walsh, Exhibition Director, Media & Marketing Show. The industry is currently worth US$3 billion, and the show is expected to become an annual event in Dubai.
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Online opportunities
Online media will grow 25 per cent every year for the next decade, according to Publicis. Chief innovation officer Rishad Tobaccowala gives his insight into key trends and areas of opportunity, as well as the potential risks that investors and industry leaders should be aware of.
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Web top for market research
The internet is increasingly seen as a way to reduce market research data collection costs and get a quicker turnaround of results, according to David Lowden, Chief Operating Officer, TNS. Lowden says clients also want greater insight into their business and the markets they operate in.
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Best of branding
Middle East companies are catching up with multinationals when it comes to branding, but more research is needed into consumer insight. Bengt Eriksson, Executive Director, Landor Middle East, would like to see a greater understanding and practice of branding in its true sense, with a more integrated message and more integrated organisation.
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Selecting suitable sponsorship
Finding suitable sponsorship vehicles to reach target audiences is getting easier, with increasing numbers of sports and entertainment events taking place in the Middle East. Sponsors are now able to be more selective about which events they support, according to Bob Farrow, General Manager, Hertz.
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Internet preferred to trade mags
More than 70% of SMBs in the UAE, Kuwait and Saudi use the internet as their primary source of information for IT, according to research by HP. Hamid Hassan, SMB Manager, HP ME, says the next biggest source is vendors, followed by IT consultants, with trade magazines the least used, by only 21% of SMBs in the UAE and 28% in Kuwait.
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Online quality needed
Middle East advertisers are still underusing new media - to their detriment, according to Dimitri Metaxas, iMedia Director, Impact Proximity. But there is a lack of quality regional content, particularly in Arabic, and Metaxas says advertisers need to ensure they only target high quality, commercially viable sites.
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Sun comes out for content
Content varying from Disney clips to AME Info business news will be accessible to Middle East mobile users, thanks to a partnership between Sun Microsystems MENA and Trans Mobile-Media. Sun has developed a software warehouse to enable Middle East telcos to sell licensed digital content to regional subscribers.
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The joy of tech
How can new electronic products compete in a market already dominated by certain brand names? And what is more important: branding, or features and technology? Jerry Wang, Exec Vice President & CMO, BenQ, gives his answers in an overview of the company's strategy and perspective on the Middle East.
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Satellite sees sky-high demand
Demand is growing in the Middle East for satellite services, as markets liberalise and the number of operators increases. Flavian Bachabi, Regional Vice President, Intelsat, says the key message heard is that customers need more capacity, through more powerful satellites and more cost-effective product solutions.
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Sony high definition future
The Middle East is lagging behind Europe, the US and Japan in high definition television, but regional interest is strong, according to Sony Broadcast and Professional. Marketing Manager Nigel Thompson also notes a near-complete migration to flat-based displays from older CRT monitors and televisions.
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Bavaria interest in Dubai
German companies are keen to increase their presence in the Middle East satellite and broadcast market, and are using expos such as Cabsat 2005 to raise awareness of their products. Alexander Hoeckle, Foreign Trade Department, Bavaria, says Dubai has strong parallels with Bavaria, as both are media hubs.
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Hollywood eye on Dubai
Initiatives such as Dubai Media City and Production Zone will increasingly attract Hollywood and other international filmmakers to the emirate, according to exhibitors at Cabsat 2005. David Lim, International Project Manager, Cabsat, says growth in the regional film and TV industry has brought a record number of exhibitors and visitors to the expo.
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Falcon in the fast lane
Gulf Air is sponsoring the Bahrain Grand Prix for a second year, after enjoying high international media exposure during the first race. Hisham Ali Abu Al Fateh, PR Manager, Gulf Air, says the race offers the ideal opportunity to promote the airline to a premium global audience.
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TV screen floats on air
Ideal for big gatherings such as festivals and concerts, the Skyview balloon TV is a helium balloon with a large-sized screen. The balloons recently launched in Korea and will soon be seen at events throughout the Middle East.
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