1. Elie Aoun – President Ipsos MediaCT MEAP
The Media Scene in MENA & Future of Planning

2. 20 million interviews per
year
5,000 clients
worldwide
Ranked 3rd largest Market Research
firm in the world
Publicly traded on Paris Stock
Exchange
16 000+ full-time professionals
Direct presence in 85 countries
IPSOS TODAY

3. More than 1 million
interviews per year
800 clients in
MENA
Leading research agency in MENA
950+ full-time employees, 1,500+
freelance interviewers
Covering more than 20 MENA countries
IPSOS MENA TODAY
More than 25 years of experience
in the MENA market

4. IPSOS MediaCT – OVERVIEW
4
Evolution of media
Evolution of Ipsos Services
26 Years of media research leadership in MENA

5. SO WHAT IS THE MEDIA SCENE IN MENA?

6. IT’S A NEW WORLD
People are constantly connected and “always on”
became their default setting …

7. What is the 1st thing
you do in the
morning?

8. We now consume media more than any time
before

9. 3.3 3.5
0.2
0.2
2.9
2.9
1.4
1.6
0.7
0.70.6
0.70.1
0.1
Spring 2012 Spring 2013
Extended Day with Work/School Media
Daily Time Spent by Media Activity Nets (Hrs)
Watching a movie in theater
Reading
(book/magazine/newspaper)
Playing video games
Listening to radio/music
Going online/Watching video
online
Watching pre-recorded video
Watching TV (Live/DVR/VOD)
GLOBAL TRENDS….
Media Consumption On the Rise….(US)
LMX (US Online Consumers): Wave 10, Spring 2012 and Wave 11, Spring 2013; eDiary, Among Total n=7,758, for 2013.
Total Media Hours
9.0 hrs 2012
9.7 hrs 2013
*Note: Secondary and tertiary activity methodology change with LMX Wave 10 (Fall 2012) slightly increases frequencies of these activities compared with
prior waves.

10. 65%
12%
23%
32%
23%
70%
11%
23%
46%
41%
TV Daily
newspaper
Radio Internet Mobile
Daily Reach by Media 2011
Daily Reach by Media 2013
Use Mobile Internet
Data for UAE, KSA
Source: Ipsos MediaCT BrandPuls
MENA MEDIA CONSUMPTION ON THE RISE

11. BUT DIFFERENT MEDIA DON’T
COMPETE…..
To Reach Various Audience
THEY RATHER COMPLETE !

12. DIGITAL ON A PAR WITH MAIN STREAM MEDIA
Results - 12th to 26th June 2013, Day After Recall CATI Approach
0
10
20
30
40
50
60
70
Saturday Sunday Monday Tuesday Wednesday Thursday Friday
MBC 1 SAUDI TV 1
MBC 4 DUBAI TV
ROTANA KHALEEJIAH You Tube.com
Daily Reach

13. It’s About Incremental Reach
(YouTube reaches an additional 8.8% audience on average)
Results - 12th to 26th June 2013, Day After Recall CATI Approach
0
25
50
75
100
Saturday Sunday Monday Tuesday Wednesday Thursday Friday
Incremental Reach You Tube MBC 1
%
AverageDailyReachKSAAdults15+

14. CONSUMPTION ACROSS VARIOUS DEVICES!
Results – 29th May to 6th June 2013, Day After Recall CATI Approach
58%
30%
6%
4%
3%
1%
1%
Computer (PC/Laptop) at home
Mobile phone/ smart phone i.e. iPhone, Blackberry,
Samsung device etc…
Computer (PC/Laptop) at work
Tablet computer i.e. iPad, Galaxy tablet etc…
Connected TV i.e. TV connected to the internet such
as Samsung, LG, etc…
On TV via a games console that connects to the
internet
Don't know
Device used to watch YouTube video yesterday
Which of the following devices did you use to watch YouTube videos
yesterday?

15. but not always equal
All screens are important

16. 16
42%
6%
14%
26%
12%
43%
23%
10%
22%
3%
TV Print Radio Web Mobile
Time Spent
Ad spent
Use Mobile Internet regularly
Source: IAB , eMarketer, Mary meeker
2012 US Ad Spending Vs. Consumer Time Spent by Media
MOBILE AD SPENDING STILL LAGS TIME SPENT (US)

17. 70%
11%
23%
46%
41%
75%
18%
4% 2%
0%
TV Daily
newspapers
Radio Internet Mobile
Daily Reach 2013 Ad spend by media
Use Mobile Internet regularly
Data for UAE, KSA
Source: Ipsos MediaCT Statex, Ipsos MediaCT BrandPuls, Industry Estimates
DIGITAL AD $ CATCHING UP IN MENA

18. “Mobile is now the main driver of
global ad spend growth. This is
the first time in the past 20 years
that a new platform is expanding
overall media consumption
without cannibalising any of the
other media platforms”
http://www.zenithoptimedia.com/mobile-to-drive-growth-in-global-adspend-over-
the-next-three-years/

19. There is Smartphone Revolution

20. Media changed from “Prime Time” to always ON

21. Smartphones penetration increase in all countries
with no exceptions!

22. 63%
79%
61%
72%
36%
63%
49%
69%
5%
6%
KSA UAE Egypt KuwaitLebanon
SMARTPHONES PENETRATION ACROSS TOTAL POPULATION*
*Not considering multiple devises

23. KSA UAE Egypt KuwaitLebanon
MOBILE INTERNET ACCESS ACROSS SMARTPHONE OWNERS*
*Not considering multiple devises
83%84% 68% 85% 90%
71% 68% 74%77% 84%

24. But What They Do on Their Smartphones?
But What Are they doing on their Smartphones?

25. We have started a Mobile Panel in 3 MENA countries
Qatar
KSA
UAE

26. Mobile Panel can collect consumption of
mobile web as well as the apps!

27. 90% Total Reach of Facebook (across smartphone users)
Facebook
App
Facebook
Mobile Web
63%
17%10%
Mobile web + App
UAE

28. With WhatsApp “Facebook” can now reach 100% of
the Smartphone users!!
15%
10%
1%
2%
9%
60%
3%
Facebook
Mobile Web
Facebook
App
WhatsApp
UAE

29. You Tube
App
YouTube
Mobile Web 30%
35%20%
85% Total Reach of YouTube (across smartphone users)
UAE
20%

30. Mobile have changed the TV experience!

31. The living room is now a digital experience!

32. MOBILE DOMINATES THE MULTI-SCREEN LIVINGROOM
(Egypt, UAE & Saudi Arabia)
Source: Ipsos Facebook Reach Survey, November-December 2013. Base : All who watch TV (UAE – 1,020, KSA – 756, Egypt – 936)
QF1: Please think about when you are watching television. Do you ever do any of the following activities AT THE SAME TIME?
mobile
36%
laptop
13%
multi-
screening
tablet
5% TV
Consumers
43%

33. MOBILE PRIME TIME COINCIDES WITH TV PRIME TIME - UAE
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Time Spent By App Broken Down By Day Part
WhatsApp YouTube Facebook Voice Calls
Messaging (Text/SMS) Candy Crush Saga Skype Twitter
Collected from Smartphone & Tablet Users in UAE

34. Introducing Online Planning for MENA, Alongside
Traditional Media
NEXT STEPS

35. “Despite the fact that a preponderance of
historical research concludes that
Engagement is emotional, as much as or
more than rational, it appears that with the
growth of digital advertising, Engagement
has become synonymous with rational,
behavioral interaction”
Measuring Digital Ad Engagement in a Cross-
Platform World: Advancing Making
Measurement Make Sense, IAB Whitepaper

36. CURRENT CHALLENGES IN DIGITAL PLANNING
IN MENA
Multiple device: Desktop,
Smartphones, Tablets
Multiple access: Home, work,
internet café etc…
Defining basic target audience such
as Females 20-40 would require
some extrapolations and projections.
Uniques, Cookies & Browsers.
With cookie deletion & multiple browser
consumption single user will counted as
multiple!

37. Methodology: Panel
Target: Total Adult Population 15+
Recruitment: Various methods
Sample Design: based on offline surveys,
valid on monthly basis
Panel Application: Download, Multiple Login
Ipsos Response Panel Based Method
(Desktop and Mobile): Counting People

38. Objective
Online is gaining huge popularity among targets. The need to bring online
media to the media mix is critical to the whole media industry and even
more to the online media industry

39. Bottom Line:
We cannot rely on operators and their data to build
online audience measurement that is accurate and
usable by media planners

40. Ipsos Media Plan to Unify Online & Offline media buying
metrics
Unify online &
offline metrics
Online Media
Buying:
Impressions

41. Calibration for Different Ad Formats In Collaboration With IAB
(Industry Bodies)
Web
Mobile & Tablet

42. Ipsos Now Providing Comparable Metrics Cross
Media For Planning
Average Audience - GRPs
Net Audience (un-duplicated)
Total Audience - TRPs
Total Minutes
Average Minutes
Share (of audience)
Share of Minutes
Impacts
ABS Net Audience
ABS Total Audience - TRPs
CPRP (Cost Per Rating Point)
CPT (Cost Per one Thousand
contacts)
Affinity Index (against Reference)
Target Contribution in Channel
Average Audience
Target Contribution in Channel Net
Audience

43. Finally…..
The Digital World is still changing…
Keep your eyes on the NUMBERS!!!

44. Thank You For Your
Trust !
Don’t Forget!
FOLLOW US :
@IpsosMENA
Check our Reports on:
slideshare.net/IpsosMENA