I think that the future for the media industry in the Mena region is as great as anywhere in the world. It's going to be a positive growth story for the next 10 years, if not longer.
The generation that is accustomed to consuming media in new ways will become older, and this is where the tipping point will come [for digital media].
Is the media market becoming more transparent? Nothing has changed for the last 10 years … it is what it is. It's not bad, it's not good. It's average.
The ad spend levels are very much at their infancy. And the sky is the limit. I'm not talking about small growth, I'm talking about exponential growth.
In 2010, the best growth market for us was Egypt. It witnessed the highest growth for us and, I think, the industry. So I'd say that Egypt and Saudi Arabia would be the strongest growth markets this year.