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Excitearabia.com launched

DUBAI Digital Factors, part of the Al Fardan Group, has announced the launch of its bilingual brand-oriented online Media Property, Excitearabia.com.

Ali Al Fardan, Chairman of Digital Factors, said: " Excitearabia adopts a totally new approach to Internet usage. We are aware of the global Internet situation, yet we believe our approach yields greater opportunities to both the public and brand advertisers," said Ali Al Fardan, Chairman of Digital Factors.

Excitearabia.com is dedicated to the Middle East and the Arabian Gulf regions and its target audience are those in the age group of 14 to 40 years. Suresh Menon, CEO of Digital Factors, said:" Excitearabia is a radical step away from traditional online portals and services. Excitearabia is a strategic link between the demands of today's netizens and the expectations of brand owners. The uniquely positioned Excitearabia adopts a new approach that delivers what Brand Managers require yet enhances the interest of Internet users from an entertainment and consistent rewards' perspective."

The Excitearabia has been developed in Dubai and Mumbai, the commercial capital of India. Rafique Khan, COO of Excitearabia, said: "Once users register at the site, they can gather points from various services and games and win prizes and rewards. The Cyber-points can also be used to win prizes from the Sweepstakes counter. There are no financial charges and the registration is free.

The company has been working on the project for the past 11 months. The company officials refused to divulge the size of investments. They said the Arabic edition will be launched in a month's time.

Mr Menon said online media has been fast gaining ground over traditional media given its widest reach, the ability to target a defined consumer segment and the opportunity to interact directly with consumers.

He said research has shown that the Internet has been more effective in creating brand awareness, recall and interest than any other media. It was found to be 86 per cent more effective than TV and 44 per cent more than print in generating brand recall and 42 per cent more than print in raising brand interest.

He said the Internet has established itself as the world's most popular medium for information and entertainment with an average surfer spending 25 minutes a day on an infotainment site.

Research shows that 39.60 per cent of users visit an infotainment site daily, while 35.64 per cent users visit an infotainment site every alternate day, he added.

Mr Al Fardan said Excitearabia has harnessed the potential of infotainment to design the new online marketing strategy for brand owners by offering a balanced mix of information and entertainment, not mindless fun to the surfers.

The company's Brand Alliances in process includes Blue Bird, Giordano, Heinz, Lipton, London Dairy, Masafi, Nestle, RAK Bank, Red Bull and Tang.