x Abu Dhabi, UAEFriday 19 January 2018

Advertising market in Arab world to rebound

The Arab advertising market is forecast to be worth $6 billion by 2015, bolstered by the growth of digital media.

The Arab advertising market is forecast to be worth almost US$6 billion (Dh22b) by 2015, following a year of decline due to the impact of the Arab Spring.

Spending on media is expected to grow by 6.7 per cent annually over the next three years, according to the Arab Media Outlook, which was published today.

The study, produced in collaboration between the Dubai Press Club and Deloitte, estimated that advertising spending this year will be worth a total of $4.9 billion.

That is forecast to grow to $5.95 billion by 2016, the report said.

"Generally people are positive that the market is going to change," said Maryam Bin Fahad, the executive director Dubai Press Club.

The growth is attributed to the rise of digital media, which is forecast to take a bigger share of the market, at the expense of newspapers and magazines.

Digital advertising is forecast to account for 10 per cent of the overall advertising market by 2015, compared to just 4 per cent in 2011.

The impact of the Arab Spring saw a 10.3 per cent decline in advertising last year, according to the Arab Media Outlook.

But Ms Bin Fahad said the regional unrest has increased the public's trust in the media, which is set to give it a boost in the long term.


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