When comparative statistics were first published in 1986, Saudi Arabia occupied the second position after Kuwait with USD 672 million annual advertising spend in measured media. In 1987, the Kingdom jumped to the top position, which it occupied till 2005. Its ad market size grew… Read More
The most important thing to remember about video advertising in the mobile era is this: smartphones are not tiny televisions. Just as TV wasn’t visual radio and radio wasn’t an audible newspaper, mobile must be recognized for what it is — a new medium that… Read More
Data once had an ominous role in marketing, now it’s every marketer’s most valuable resource. Data-driven marketing ensures campaigns have impact, touching people in a way that has far greater resonance than blanket messaging. Not only this, it makes it easy to put a scalable… Read More
It is no secret that customized content is a vital ingredient in the recipe of a business’ success. The rapid progression of social media and online marketing tools has become a detrimental contributor to the marketing mix. With the overwhelming amount of information available at… Read More
On the final day of the Step Conference, a range of path breaking innovations were brought to limelight. Innovations that can both disrupt existing business models and deliver new experiences to people. But why is everyone talking about people and why are they critical to… Read More
Dreams of today are going to be the reality of tomorrow. This quote from du’s ever inspirational CEO Osman Sultan set the tone for Step 2017. This was my fourth year at the Step Conference and I have seen it evolve from a niche messy… Read More
Swiss companies, such as the soft cheese manufacturer Baer and Swiss Life, have said that they will stop placing any advertising on Google because their ads have appeared alongside YouTube videos with inappropriate content, such as neo-Nazi speeches or extremist videos. US telecom giants AT&T… Read More
In many ways, we take technology for granted and often misuse it in what we think is creative. Technology has opened up creative floodgates but we are now drowning in content oceans. Courtesy connectivity, all creative inhibitions and barriers are lifted and the walls between… Read More
Today, Arab women are high-earners and high-spenders in their societies. Many brands want a slice of the pie. Everyone wants to know the key to marketing to Arab women. How can brands unlock this mysterious consumer? The first step to this is to stop seeing… Read More
Trust is a core communication issue for telco brands today. Growth is down to their strength as trusted connectivity providers for billions of people who now rely on their mobile devices to live their lives. The irony is that this explosion in mobile usage has… Read More
