Marketing and ad expenditure up 25.32 per cent in the Gulf

DUBAI — The marketing and advertising expenditure in the Gulf region increased by 25.32 per cent during the first quarter of 2005 compared to the same period last year reflecting the huge growth in the media industry of the Middle East region. The UAE saw a jump of 45 per cent over 2004, with expenditure reaching $ 206.45 in the first quarter, according to a study.

By Moushumi Das Chaudhury

Published: Sat 23 Jul 2005, 10:46 AM

Last updated: Thu 2 Apr 2015, 4:43 PM

Recent statistics also reveal that the market in the Gulf region amounted to $ 943.77 million in the first three months of 2005 compared to $ 753.07 million in 2004 for the same period. Moreover, Saudi Arabia witnessed a 68 per cent growth (from $121.38 million to $ 203.79 million) and Oman's expenditure hit $ 20.78, a 49 per cent improvement over 2004, which in its own right had been a highly productive year for the media markets, with the Saudi market hitting $ 685 million in expenditure, and the Gulf region as a whole reaching an outlay of $ 3.9 billion.

In spite of marked growth in the media industry, concern continues to be raised about the fragmented nature of the media market, which detracts from otherwise increasingly impressive deliverables in service and productivity. There are claims that the media industry needs to organize and follow global best practices, especially increased transparency and audited circulation data. this year in November the new Media and Marketing Show will be organised in the UAE.

In order to provide the media and marketing sector a forum to meet, network, increase its exposure and better their bottom line, an international trade show will be organised this November in the UAE.

The show will focus on the Middle East region and provide a platform to meet, trade, discuss similarities and differences in their core markets, and boost business which is till now, been absent in the region's media-related industries.

Guy Guillemard, marketing director of the show's organisers, the Domus Group in an interview with Khaleej Times, said, “The Media and Marketing Show 2005 is a direct response to the expansion of the region's media industry. Ironically, most of the media industry are weak at promoting themselves. The media and marketing industries of the region need to realise that coming together to develop inter-linkages, generate business and promote themselves is in their best interest. ’’

He also added: “It's time for the industry to finally market itself. Marketing directors and marketing advisers are faced with a much more complex set of communications options, new media, and new service providers.''

''They need to see what and who is available and find innovative solutions.’’

The media and marketing show will be supported by Dubai Media City, the Middle East Public Relations Association (MEPRA), Studio City and International Media Production Zone (IMPZ) among others.

Regarding the significance and importance of the show, Guillemard said: “The show is significant for all the media players in the Middle East and we are inviting everyone related to the marketing and media industries to be present. The exhibition will raise awareness of the depth and diversity of media talent in the region and we hope as many players in the industry will come and gain the benefit. After all, it is their show.’’

Guillemard concluded, saying that, “We are determined that the show will fulfill its purpose in bringing the region's disparate media together to a common platform, and have appointed regional agents to Saudi Arabia, Lebanon, Bahrain, and the UAE to generate regional awareness.. The region's media and marketing industry is ready to change gear. A first step is to bring the players together, and then progress onwards from there.’’

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