Internet advertising spend seen growing

Dubai — Mobile devices — smartphones and tablets — deliver a significant share of digital sales and every third digital purchase in the UAE and Saudi Arabia is completed through a mobile device, according to top officials of Criteo.

Criteo is a performance marketing technology company, and on Wednesday announced the launch of its regional operations in Dubai on the sidelines of ArabNet. With the opening, the company is strengthening its position in the Middle Eastern markets and pursuing further growth in the region.  The regional hub for Criteo is being headed by Dirk Henke, managing director for Eastern Europe and MEA.

According to PwC, spending on Internet advertising in the Mena region is set to grow from approximately $707 million in 2013 to $2.46 billion in 2018. This is because of the rise in fast-speed Internet connectivity, growing affluence of residents in the region and the improving prospects of e-commerce — factors that are driving advertisers to increasingly buy online space.

In addition, smartphone penetration rates in the Middle East are among the highest globally. Google’s Our Mobile Planet Survey reveals that smartphone penetration rates in the UAE and KSA are at 73.8 per cent and 72.8 per cent, respectively. Criteo has been actively supporting businesses in the Middle East for the last two years, and has a client base that includes successful online merchants such as MarkaVIP, propertyfinder.ae, and Souq.com, among others.

For merchants and advertisers in the digital sector, Criteo delivers a powerful solution for performance advertising across multiple devices. Criteo’s self-learning algorithm engine analyses data in order to predict consumers’ purchasing behaviour and deliver dynamic display advertising that is personalised according to what individuals are likely to buy, allowing advertisers to engage and convert customers, whatever device they use.

“E-commerce in the Middle East is at an exciting crossroads. Understandably, advertisers and marketers are vying to secure a sizeable online presence, and to do so better and faster than the rest. Criteo is specially equipped to deliver these market needs,” said Dirk Henke, managing director for Eastern Europe and MEA at Criteo. “We are excited to increase our regional presence, with our new regional hub at a time when businesses in the Middle East are wired for positive change, and Criteo looks forward to supporting new and existing clients in implementing effective digital strategies.”

 — abdulbasit@khaleejtimes.com