The media sector has been adversely affected by a lack of confidence from advertisers. Not surprisingly, industry stakeholders are cautiously optimistic about the future.The panel discussion aims to track the pattern of advertising spend and examine the road ahead.
The print industry is currently at an inflection point. One of the main challenges globally is the reduction in overall advertising spend, as well as the migration of some of the major print companies to online platforms. However, the GCC’s newspapers and magazines are still in a better position than the rest of the world. Magazines, despite their relatively small contribution to total print advertising spend continue to enjoy robust pan-Arab circulation.For the Arab television industry, audience and advertising revenues remain concentrated, more than ever, around a small number of pan-Arab free-to-air channels while the penetration of pay TV across the Arab region remains low. Conversely, ’out-of-home’ advertising, which includes cinema advertising, remains the most stable part of the market.The digital platform will see the highest growth in the coming years as a sizeable population of well-informed and socially engaged young people drive consumption of media on the internet and mobile platforms.The region, however, still faces a mismatch between the share of digital advertising in total advertising spend with regards to the relative importance of the platform from a media consumption angle. A correction of this distortion could, therefore, be the need of the hour.