Tech-talk: The unstoppable march of digital is inevitable

The total UAE ad markets in 2018 was estimated at circa Dh3.1 billion (including digital)

Over the last six years, traditional media has taken a beating when it comes to media time spent by UAE audiences. In 2018, online media took upwards of 70 per cent of total media time spent daily, while traditional media accounted for under 20 per cent combined. Substantial increase in time spent has happened only on digital channels in the same period.
Huge disparity exists between the investments made on traditional media versus the time spent by audiences. This correction is definitely pointing towards a further decline in media investments on traditional. On the other hand, digital media still is under represented in spends and is likely to get a huge upsurge in revenues over the next two to three years.
The total UAE ad markets in 2018 was estimated at circa Dh3.1 billion (including digital).
This is a stark decline of about 25 per cent over a two-year period driven by decline in traditional. It is expected to decline further in 2019 marginally driven by traditional media decline (up to -5 per cent). However, digital will continue to profit from the shifting media spends albeit at a slower growth rates (between +5 to +7 per cent overall).
But the good news is over the last six years, audiences in the UAE have adopted the online versions of traditional media channels as is evident in the time spent online. This poses as a huge opportunity for traditional players. The revenue opportunity for news brands lies in real-time delivery of content, and personalised targeting using tailored and premium content.
Capitalising on trust
 In the short term, traditional media, especially news brands need to focus on delivering an integrated product that cuts across the varied assets they possess that includes a mindset of delivering sales, not audiences; integrating digital and mainstream content;  creating a culture of inclusion and integrating distribution and every department that can create incremental value for clients; brand story telling; deploying strategic digital tools that enhance targeting; as well as exploring new payment options beyond advertising.
For news brands, in particular:
The consumer journey becomes the most important tool when creating and deploying data driven content strategy
Integrating first, second and third party data to help create a holistic consumer profile
Advancements in digital technologies is enabling real-time deployment of content, tailored based on audience
Analytics for greater ROI and continuous improvement linked to sophisticated dash-boarding will help create real-time messaging and content
A data-driven approach helps
Achieve personalisation
Reduce costs and greater ROI
Insights about consumers
Links content to sales, thereby encouraging brand sales and increased market share for clients
Leading on ecommerce requires heavy investments in data and tech stacks. The UAE ecommerce market is expected to reach $27.1 billion in three years
In a highly competitive environment, vast majority of companies have paid lip service to digital transformation. Management need to take cognisance of this shifting dynamic in the UAE and create opportunities within the organisation by breaking down legacy thinking and legacy models.
From a purely media perspective, it's a buyers' market all the way and will continue to do so unless macro-economic factors change and organisations create innovative transformation opportunities that mirrors the changing consumer behaviour.
Zubair Siddiqui is former managing director of UM Mena for the UAE.

• Media & Marketing