MIDDLE EAST
26
PLANNINGYEAR
21 December 2008
Plan B
anyone?
Alternatives needed as
outdoor market slows
HAVING PASSED Saudi Arabia as the Mid- ingly prescient. Such activities will become
dle East’s most lucrative ad market last year, more and more attractive to brands looking to
the UAE began 2008 as it ended 2007. For cut back on their outlay without diminishing
Total UAE ad spend 2008 (January to November)
the first nine months, ad spend continued their impact on their target audience. Media Total (in dirhams)
the impressive growth rates of the last few Similarly, Magna’s recent repositioning TV 185 million
years, driven mainly by the real estate and as a vibrant, creative consultancy (tagline:
Press 6.5 billion
banking sectors. Then came the C word(s). “The power of young”) looks like a wise
Radio 375 million
As the credit crunch kicked in, property move too. Clients are already starting to
Outdoor (from June onwards) 1 billion
developers in particular began cancelling demand more creativity from their media
Cinema 56 million
ad bookings, particularly in press and out- buyers—as well as their ad agencies—and
Total 8.16 billion
door. The outdoor market, in particular, Magna will be pleased to have been (slight-
started to look pretty shaky. Some industry ly) ahead of the curve.
Top five industry sectors
insiders expect a drop of 30 to 40 per cent, While the overall figures for 2008 will
Sector Spend (in dirhams)
month-on-month, in outdoor spend from show another year-on-year increase for the
Property 3.5 billion
October to the year’s end. UAE, there will, experts say, be a definite
Servicing companies 672 million
This has meant that media agencies are decline in December’s figures when they
Entertainment and leisure 598 million
starting to look outside of traditional media are released. And they’re unsure whether
Banking and finance 541 million
towards channels that may be less likely to or not the UAE will hold its lead over Saudi.
Clothing and accessories 449 million
impress clients’ friends at dinner parties But it’s the first quarter of 2009 that will re-
Total 6.1 billion
(“Did you see my massive billboard?” is so ally show the results of what has happened
much more impressive than “Did you see in the last few months.
Top 10 brands
my email shot?”), but may actually get con- Having had it so easy for so long, it’s hard
Brand Spend (in dirhams)
sumers’ attention. And will certainly cost to drum up too much sympathy for outdoor
Etisalat 89.1 million
a lot less. Media agencies’ online divisions providers and publishers now scrabbling
Nakheel 67 million
will be partying a lot harder than their par- around to fill space. A little of the tough life
Deyaar 57.8 million
ent companies this New Year. will hopefully mean that once the economic
Samsung 45.8 million
Mediaedge:cia’s decision to launch its situation begins to improve again, they will
Dynasty Zarooni 45.6 million
sports, entertainment and cause marketing di- be less complacent about their responsibili-
Du 40.3 million
vision, MEC Access, in October looks increas- ties to clients and consumers.
Seniors Real Estate 38.3 million
Meydan 37.9 million
The year in numbers
Nokia 36.1 million
Emirates 36.1 million
Total 665.4 million
Ipsos MENA’s stats show that, overall, 2008 yourself. So the figures are boosted by six
has once again seen a significant increase in months of properly monitored OOH spend
Real estate spend across all media since June
UAE ad spend. Total ad spend to the end of of over Dhs1 billion ($272 million)
(when outdoor measurement began)
November stands at Dhs8.16 billion ($2.2 bil- Looking at property sector spend, there’s
lion), already beating last year’s monitored a drop of Dhs168 million from October to
June 395.2 million
media total for the country ($1.43 billion). November, with press, outdoor and radio
July 371.6 million
Before you get too excited, though, it’s all suffering—although there was some-
August 348.3 million
September 370 million
worth noting that, since June, the media thing of a freakish peak in October. That
October 493.8 million
monitoring service has finally figured out a drop is mirrored in the overall figures too,
November 325.8 million
way to get figures for the country’s outdoor with a decline of Dhs195 million. And De-
Total 2.3 billion
market after years’ of trying—and failing— cember’s figures will likely be worse.
to get them from outdoor providers: Do it Happy Holidays! All figures courtesy of Ipsos MENA
www.mediaweekme.com
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