阿联酋数字广告行业市场前景及投资研究报告-培训课件外文版2024.4

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MARKETSDigitaladvertisinginUAECHAPTER

01OverviewAdvertisingspendingworldwidefrom2000to2024,byregion(inmillionU.S.dollars)Globaladspend2000-2024,byregionCentral&EasternEurope400,000LatinAmericaWesternEuropeAsiaPacificNorthAmericaMiddleEast&NorthAfrica350,000300,000250,000200,000150,000100,00050,00002000

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20212022*2023*2024*3Description:TheestimatedadspendinginCentralandEasternEuropeisforecasttoreachnearly14.5billionU.S.dollarsin2022.Incomparison,theadspendinginLatinAmericainthesameyearisexpectedtoamounttoaround29.1billiondollars.

ReadmoreNote(s):Worldwide;2000to2022;currentprices;*Forecast.ReadmoreSource(s):ZenithInternetadvertisingspendingworldwidefrom2000to2024,byregion(inmillionU.S.dollars)Globalspendingoninternetadvertising2000-2024,byregionCentral&EasternEuropeLatinAmericaWesternEuropeAsiaPacificNorthAmericaMiddleEast&NorthAfrica300,000250,000200,000150,000100,00050,00002000

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20212022*2023*2024*4Description:Internetadvertisingspendinghasbeenincreasingworldwideforthepasttwodecades,albeitatvastlydifferentspeeds.WhileNorthAmericamaintainsthetopdigitaladmarketglobally,withspendingsettosurpass223billionU.S.dollarsin2022,otherregionssuchasLatinAmerica,theMiddleEast,andNorthAfricaaretrailingbehind.ReadmoreNote(s):Worldwide;2000to2022;currentprices;*Forecast.ReadmoreSource(s):ZenithGrowthofadvertisingspendingintheMiddleEastandNorthAfrica(MENA)from2010to2024,bymediumGrowthofadvertisingspendinginMENA2010-2024,bymediumNewspapersMagazinesTelevisionRadioCinemaOutdoorInternet500%400%300%200%100%0%-100%2010201120122013201420152016201720182019202020212022*2023*2024*5Description:In2020,newspaperadspendintheregiondeclinedby39.9percentwhileinternetadexpendituresgrewby15percentinthesameperiod.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.ReadmoreNote(s):Africa,MENA;2010to2020;currentprices;*Forecast.ReadmoreSource(s):ZenithFastestgrowingdigitaladvertisingmarketsworldwidein2023Fastestgrowingdigitaladmarketsworldwide2023Year-on-yeargrowthrate0%5%10%15%20%20%19.2%PeruArgentinaChile17%16.5%16%IndiaColombiaMexico14.5%Russia13.3%IndonesiaUnitedStatesTurkey12.1%12%12%6Description:In2023,Peruwasexpectedtobethefastest-growingdigitaladvertisingmarketintheworld,withanannualgrowthrateofabout20percent.ArgentinaandChileroundedoutthetopthreewithannualincreasesofapproximately19and17percent,respectively.ReadmoreNote(s):Worldwide;October2022;forecast;includingallthevariousadvertisingformatsondesktopandlaptopcomputers,mobilephones,tablets,andotherinternet-connecteddevicesSource(s):eMarketer;InsiderIntelligenceTotaladspendingintheUnitedArabEmiratesfrom2017to2028(inbillionU.S.dollars)Totaladspending2017-20282.52.01.51.991.911.831.751.661.571.471.391.231.191.171.091.00.50.02017201820192020202120222023202420252026202720287Description:TheadspendingintheadvertisingmarketintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2028byintotal0.3billionU.S.dollars(+18.07percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.99billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):UnitedArabEmiratesSource(s):CHAPTER

02InternetusageUAENumberofinternetusersintheUnitedArabEmiratesfrom2014to2029(inmillions)InternetusersintheUnitedArabEmirates2014-202912109.689.749.619.549.479.49.339.249.159.058.898.748.347.97.797.688642020142015201620172018201920202021202220232024202520262027202820299Description:ThenumberofinternetusersintheUnitedArabEmirateswasforecasttocontinuouslyincreasebetween2024and2029byintotal0.3millionusers(+3.19percent).Afterthefifteenthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach9.74millionusersandthereforeanewpeakin2029.Notably,thenumberofinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):UnitedArabEmirates;2014to2029;allvaluesareestimatesSource(s):InternetusagepenetrationintheUnitedArabEmiratesfrom2014to2029InternetusagereachintheUnitedArabEmirates2014-202912097.4797.6897.919898989898989896.4810080604020095.6791.9387.3987.8586.92201420152016201720182019202020212022202320242025202620272028202910Description:ThepopulationsharewithinternetaccessintheUnitedArabEmirateswasforecasttoremainonasimilarlevelin2029ascomparedto2024with98percent.Accordingtothisforecast,theinternetpenetrationwillstaynearlythesameovertheforecastperiod.Notably,thepopulationsharewithinternetaccessofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):UnitedArabEmirates;2014to2029;allvaluesareestimatesSource(s):AttitudestowardstheinternetintheUAEasofMarch2023AttitudestowardstheinternetintheUAE2023Shareofrespondents0%10%20%30%40%50%60%56%53%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)IcouldnolongerimaginemyeverydaylifewithouttheinternetHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttomeIactivelydosomethingfortheprotectionofmydata49%41%39%37%I'mwellprotectedagainstvirusesanddataabuseSavingsensitivedataonlineistooinsecureforme31%30%I'mconcernedthatmydataisbeingmisusedontheinternetNoneoftheabove2%11Description:Whenaskedabout"Attitudestowardstheinternet",mostEmiratirespondentspick"Itisimportanttometohavemobileinternetaccessinanyplaceatanytime"asananswer.56percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):UnitedArabEmirates;JanuarytoMarch2023;1048respondents;18-64yearsSource(s):ConsumerInsightsAveragedailytimespentonsocialmediaaccordingtoglobalinternetusersasofthefirstquarterof2023,byterritory(inhours.minutes)Socialmedia:globaldailyusageQ12023,byterritoryDailytimeinhours.minutes0.00.51.01.52.02.53.03.54.0BrazilNigeriaPhilippinesSouthAfricaChile3.493.443.383.343.343.32KenyaColumbiaGhanaIndonesiaMexicoArgentinaTurkeyMalaysia3.283.23.143.13.082.562.5212Description:Duringthefirstquarterof2023,internetusersinBrazilspentanaverageofthreehoursand49minutesperdayonsocialmedia.NigeriaandthePhilippinesalsoreportedhighusagelevels.Bycomparison,internetusersinJapanspentlessthan50minutesperdayonsocialmedia.LowlevelsofdailyusagewerealsorecordedinSouthKoreaandtheBelgium.ReadmoreNote(s):Worldwide;Q12023;241,138respondents;16-64years;internetusersSource(s):GWICHAPTER

03KeyindicatorsMosteffectiveadvertisingmarketsinMENAin2022(indexscore)MosteffectiveadvertisingmarketsMENA2022350318.1300274.325020015010050168.9101.69466.70UnitedArabEmiratesTurkeyIsraelLebanonSaudiArabiaEgypt14Description:In2022,themosteffectiveadvertisingmarketintheMiddleEastandNorthAfricawastheUnitedArabEmirates,with318.1points.Turkeywasthesecondmosteffectiveadvertisingmarket,with274.3points.ReadmoreNote(s):MENA;2022Source(s):WARCDigitaladvertisingtouchpointsintheUAEasofMarch2023DigitaladvertisingtouchpointsintheUAE2023Shareofrespondents0%10%20%30%40%50%Videoportals(e.g.,YouTube)Socialmediawebsitesandapps54%50%SearchenginesOnlinestores41%40%Video-streamingservices(e.g.,Netflix,AmazonPrime)WebsitesandappsofbrandsandproductsVideogames(smartphone/tablet/console/PC/SmartTV)Otherapps(smartphone/tablet/console/PC/SmartTV)Musicportalsandstreamingservices(e.g.,Spotify)Editorialwebsitesandapps(e.g.,newssitesandmagazines)Blogs/forums37%32%30%25%21%19%18%Newsletters15%14%Podcasts15Description:"Videoportals(e.g.,YouTube)"and"Socialmediawebsitesandapps"arethetoptwoanswersamongEmiraticonsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".ReadmoreNote(s):UnitedArabEmirates;JanuarytoMarch2023;2096respondents;18-64yearsSource(s):ConsumerInsightsAttitudestowardsonlineadvertisingintheUAEasofMarch2023AttitudestowardsonlineadvertisingintheUAE2023Shareofrespondents0%5%10%15%20%25%30%35%33%33%IamoftenannoyedbyadvertisingontheinternetIdon'tmindadvertisingifIgetfreecontentinreturnIamexcitedaboutusingthemetaverse(immersivevirtualworld)IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIuseadblockerswhenbrowsingtheinternet30%29%26%22%IoftenhavedifficultydistinguishingadvertisingfromcontentIdon'tmindwhencompaniesusemypersonaldataforadvertisingNoneoftheabove19%17%9%16Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostEmiratirespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.33percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):UnitedArabEmirates;JanuarytoMarch2023;1048respondents;18-64yearsSource(s):ConsumerInsightsAveragecost-per-click(CPC)inGoogleAdssearchadvertisinginselectedcountriesintheMiddleEastandNorthAfricainMay2023(inU.S.dollars)GoogleAdsCPCinMENA2023,bycountry1.21.081.061.041.0310.971.00.80.60.40.20.00.940.880.830.820.720.650.620.540.21IsraelUnitedArabEmiratesKuwaitQatarBahrain

LebanonLibyaJordanOmanSaudiArabiaEgyptMorocco

TunisiaAlgeriaTurkey17Description:Theaveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisinginIsraelinMay2023was1.08USdollars,thehighestamongthe14countriesrepresentedinthedataset.UAEandKuwaitcameinsecondandthird.

ReadmoreNote(s):MENA;May2023Source(s):SemrushNumberofdigitaladvertisingchannelsusedbyonlineretailersinselectedcountriesandregionsworldwidein2022and2023Numberofdigitaladchannelsusedbyonlineretailersworldwide2022-23,bycountryNumberofchannels20232.020220.00.51.01.52.53.03.54.04.55.04.4EastAsiaAustriaUnitedArabEmiratesBelgium3.73.63.63.93.53.53.433.33.3GermanyItalyPolandNetherlandsSwitzerlandIreland3.13.13.23.2333.23.22.82.92.9Sweden3.2Spain2.918Description:ItwasfoundthatonlineretailersfromAustriaadvertisedonanaverageof3.6digitalchannelsin2023.E-retailersfromtheUnitedStatesadvertisedon2.3digitalchannels.Amongthepresentedcountriesandregions,thenumberswaslowestforNewZealand,with1.9digitalchannels.ReadmoreNote(s):Worldwide;2022and2023Source(s):DataFeedWatchbyCCHAPTER

04SocialmediaadvertisingAveragedailytimespentonsocialmediaaccordingtoglobalinternetusersasofthefirstquarterof2023,byterritory(inhours.minutes)Socialmedia:globaldailyusageQ12023,byterritoryDailytimeinhours.minutes0.00.51.01.52.02.53.03.54.0BrazilNigeriaPhilippinesSouthAfricaChile3.493.443.383.343.343.32KenyaColumbiaGhanaIndonesiaMexicoArgentinaTurkeyMalaysia3.283.23.143.13.082.562.5220Description:Duringthefirstquarterof2023,internetusersinBrazilspentanaverageofthreehoursand49minutesperdayonsocialmedia.NigeriaandthePhilippinesalsoreportedhighusagelevels.Bycomparison,internetusersinJapanspentlessthan50minutesperdayonsocialmedia.LowlevelsofdailyusagewerealsorecordedinSouthKoreaandtheBelgium.ReadmoreNote(s):Worldwide;Q12023;241,138respondents;16-64years;internetusersSource(s):GWISocialnetworkusagebybrandintheUAEasofMarch2023SocialnetworkusagebybrandintheUAE2023Shareofrespondents0%10%20%30%40%50%60%58%70%80%90%100%YouTubeFacebookInstagramTikTok84%82%76%LinkedInTwitter48%45%SnapchatPinterestReddit34%22%11%10%WeChatTumblr5%Other2%21Description:WeaskedEmiraticonsumersabout"Socialnetworkusagebybrand"andfoundthat"YouTube"takesthetopspot,while"Tumblr"isattheotherendoftheranking.ReadmoreNote(s):UnitedArabEmirates;JanuarytoMarch2023;2030respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsAdspendingonsocialmediaadvertisingintheUnitedArabEmiratesfrom2017to2028(inmillionU.S.dollars)SocialmediaadspendingUAE2017-2018500450400350435.36417.22399.08380.09