Middle East & Africa adspend balanced, but declining: Zenith

Internet advertising is surging, but traditional media adspend is dropping precipitously in the Middle East & Africa, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

The drop in oil prices in 2014 and political turmoil have had a major impact on the Middle East and Northern Africa region’s economies, which in turn has forced advertisers to cut back on adspend.

This accounts for Zenith’s projection of a 9% drop in adspend between 2016 and 2017, following a 10.1% decline from 2015 to 2016.

Zenith predicts the Internet adspend will hit the US$1 billion mark by 2019, but meanwhile, TV adspend is expected to drop from US$800 million in 2017 to about US$600 million in 2019. Meanwhile, outdoor is expected to drop to about US$500 million, and newspaper adspend is predicted to slide to US$100 million, Zenith reported.


For more advertisng spend and other digital media performance trends, go to www.NewsBizBlog.org



About Steve Stone

Director of Online Operations at World Newsmedia Network
This entry was posted in Advertising and tagged , . Bookmark the permalink.

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