mena廣告行業(yè)市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

INDUSTRIES

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MARKETSAdvertisinginMENACHAPTER

01OverviewAdvertisingspendingworldwidein2024,byregion(inbillionU.S.dollars)Advertisingspendingworldwide2024,byregion350327.530025020015010050240.914125.710.4MiddleEast&Africa*

Central&EasternEurope7.30UnitedStates&CanadaAsia-PacificWesternEuropeLatinAmerica3Description:Thesourceforecastthat,in2024,advertisingspendingintheUnitedStatesandCanadaalonewillreachalmost328billionU.S.dollarsandaccountforover40percentoftheglobaladexpenditure.TheAsia-Pacific(APAC)regionandWesternEuropefollowedwithestimatedadspendsofabout241billionand141billiondollars,respectively.Mostworldregions'adexpenditureswereprojectedtoexpandbetween2024and2026.

ReadmoreNote(s):Worldwide;2022;forecast;*Source(s):Dentsu;calculatedtheMiddleEastandAfricafigurebasedonthesource'sdata.Accordingtothesource,ArgentinaandTurkeyfigureswereadjustedforinflation.ReadmoreAnnualchangeinadvertisingspendingworldwidefrom2022to2024,byregionAnnualchangeinadvertisingspendingworldwide2022-2024,byregionWorld

regionAfrica2022-3.5%-1%2023*-11.6%0.1%4.6%0.6%0.8%10%2024*6.1%3%Australia&NewZealandEastAsia-6.7%-11.5%8.8%12.5%12%5.7%3.6%5.2%6.2%12.1%4.6%7.6%EuropeLatinAmericaMiddleEastSouthAsia8.9%4.8%2%SoutheastAsiaU.S.&Canada4.2%9.3%4Description:Accordingtothesource,advertisingspendingintheMiddleEastwillincreasebyanestimated10percentin2023,thehighestgrowthrateamongthepresentedworldregions.SouthAsiafollowedwithaboutninepercent,besidesthehighestforecastadspendgrowthratefor2024,atover12percent.Meanwhile,Africa'sadexpenditurewasprojectedtodeclinebynearly12percentin2023andriseslightlymorethansixpercentthefollowingyear.

ReadmoreNote(s):Worldwide;2022;*Forecast.ReadmoreSource(s):WARCChangesinadvertisingspendingexpectedbymobileappmarketersworldwidein2024,byregionMobileappadspendinggrowthworldwide2024WewillspendmoreWewillspendaboutthesameWewillspendless120%100%14%13%37%16%18%80%21%60%40%20%0%66%66%50%Europe,MiddleEast,AfricaAsia-PacificNorthAmerica&LatinAmerica5Description:Duringanearly2024surveycarriedoutamongappmarketersworldwide,halfofrespondentsfromtheAmericassaidtheyexpectedtheiradspendingtoincreasein2024.IntheAsia-PacificregionandintheEMEAregion(Europe,MiddleEast,andAfrica)thatsharestoodat66percent.ReadmoreNote(s):Worldwide;asofJanuary2024;>500;amongappmarketersSource(s):LiftoffAdvertisingspendingintheMiddleEastandNorthAfrica(MENA)from2005to2024(inmillionU.Sdollars)MENAadvertisingspending2005-202414,00012,00010,0008,0006,0004,0002,00002005

2006

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2010

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2015

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2022*

2023*

2024*6Description:AdvertisingexpenditureintheMiddleEastandNorthAfrica(MENA)isexpectedtoexceed12billionU.S.dollarsby2024,upfromaround9.2billionin2021.ReadmoreNote(s):Africa,MENA;2005to2020;currentprices;*Forecast.ReadmoreSource(s):ZenithGrowthintotaladvertisementexpenditureintheMiddleEastandNorthAfricafrom2010to2024GrowthintotaladvertisementexpenditureinMENA2010-202480%69%70%60%50%40%30%20%10%0%42.5%24.2%15.1%202113.5%2024*10.8%20109.2%6.9%20147.3%1%-2.8%2016-3%-10%-20%-7.1%2017-8.2%2020-10.6%2011201220132015201820192022*2023*7Description:In2020,thegrowthinadvertisementspendintheMiddleEastandNorthAfricawasminus8.2percent.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.

ReadmoreNote(s):MENA;2010to2020;atcurrentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):ZenithGrowthofadvertisingspendingintheMiddleEastandNorthAfrica(MENA)from2010to2024,bymediumGrowthofadvertisingspendinginMENA2010-2024,bymediumNewspapersMagazinesTelevisionRadioCinemaOutdoorInternet500%400%300%200%100%0%-100%2010201120122013201420152016201720182019202020212022*2023*2024*8Description:In2020,newspaperadspendintheregiondeclinedby39.9percentwhileinternetadexpendituresgrewby15percentinthesameperiod.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.ReadmoreNote(s):Africa,MENA;2010to2020;currentprices;*Forecast.ReadmoreSource(s):ZenithCHAPTER

02TraditionaladvertisingValueofoutdooradvertisementexpenditureintheMiddleEastandNorthAfricafrom2010to2024(inmillionU.S.dollars)OutdooradvertisementexpenditureinMENA2010-20241,8001,6001,4001,2001,0008001,5241,5361,5361,4371,4341,4081,2811,2771,1471,1551,0541,00090383279460040020002010201120122013201420152016201720182019202020212022*2023*2024*10Description:In2020,outdooradvertisementspendintheMiddleEastandNorthAfricaamountedto832millionU.S.dollarsanditisexpectedtoincreaseto1.5billionU.S.dollarsby2024.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.ReadmoreNote(s):MENA;2010to2021;atcurrentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):ZenithValueofnewspaperadvertisingexpenditureintheMiddleEastandNorthAfricafrom2010to2024(inmillionU.S.dollars)NewspaperadexpenditureinMENA2010-20242,5002,1312,0222,0001,8511,4291,5001,00050001,1399217946055444844773933372912532010201120122013201420152016201720182019202020212022*2023*2024*11Description:In2020,newspaperadspendintheMiddleEastandNorthAfricaamountedto477millionU.S.dollarsanditisexpectedtodecreaseto253millionU.S.dollarsby2024.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.ReadmoreNote(s):MENA;2010to2021;atcurrentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):ZenithValueofradioadvertisementexpenditureintheMiddleEastandNorthAfricafrom2010to2024(inmillionU.S.dollars)RadioadvertisementexpenditureinMENA2010-20244003623583543523443443503002502001501005029323323222622621916715014702010201120122013201420152016201720182019202020212022*2023*2024*12Description:In2020,radioadvertisementspendintheMiddleEastandNorthAfricaamountedto219millionU.S.dollarsanditisexpectedtoincreaseto232millionU.S.dollarsby2024.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.ReadmoreNote(s):MENA;2010to2024;atcurrentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):ZenithValueofmagazineadvertisingexpenditureintheMiddleEastandNorthAfricafrom2010to2024(inmillionU.S.dollars)MagazineadexpenditureinMENA2010-202445039838740035030025020015010050354291213157122928375575244383202010201120122013201420152016201720182019202020212022*2023*2024*13Description:In2020,magazineadspendintheMiddleEastandNorthAfricaamountedto57millionU.S.dollarsanditisexpectedtodecreaseto32millionU.S.dollarsby2024.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.ReadmoreNote(s):MENA;2010to2021;atcurrentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):ZenithCHAPTER

03DigitaladvertisingVideoandTVservicesrevenueintheMiddleEastandNorthAfricain2023,bytype(inbillionU.S.dollars)RevenuesfromvideoandTVservicesMENA2023,bytype2.01.771.81.61.41.21.00.80.60.40.20.00.90.650.03Subscriptionvideoondemand(SVOD)

Adevrtisingbasedvideoondemand(AVOD)TraditionalpayTVOverthetop(OTT)payTV15Description:Subscriptionvideoondemand(SVOD)revenueintheMiddleEastandNorthAfrica(MENA)wasforecastedtoincreaseto1.77billionU.S.dollarsby2023.Shahid,theleaderinSVODoverthepastyearsannouncedtheextensionofthecontentdistributionpartnershipbetweenMBCandWarnerBros.ThiswasinadditiontoDiscoverytheallowsshahidtomaintainitsleadershipwithmorekidscontentontheplatform.SVODrevenueswasexpectedtoincreasethemostamongthedifferent[...]

ReadmoreNote(s):Africa,MENA;2023;*ForecastReadmoreSource(s):DataxisAdvertisingbasedvideoondemand(AVOD)revenueintheMiddleEastandNorthAfricafrom2019to2023(inbillionU.S.dollars)Revenuesfromadvertisingbasedvideoondemand(AVOD)MENA2019-20231.00.90.80.90.670.70.60.50.40.30.20.10.00.420.220.1520192020202120222023*16Description:Advertisingbasedvideoondemand(AVOD)revenueintheMiddleEastandNorthAfrica(MENA)wasforecastedtoincreaseto0.9billionU.S.dollarsby2023.PlatformsasShahid,StarzPlayeitherexpandedthereexistingAVODchannelsorlaunchednewones.ReadmoreNote(s):Africa,MENA;2019to2023;*Forecast.ReadmoreSource(s):DataxisValueofinternetadvertisementexpenditureintheMiddleEastandNorthAfricafrom2010to2024(inmillionU.S.dollars)InternetadvertisementexpenditureinMENA2010-20249,0008,0007,0006,0005,0004,0003,0002,0007,9756,6465,7795,0264,3703,8001,15620181,10120179941,00120169247721,00003712281562010201120122013201420152019202020212022*2023*2024*17Description:In2020,internetadvertisementspendintheMiddleEastandNorthAfricaamountedto4.4billionU.S.dollarsanditisexpectedtoincreaseto7.9billionU.S.dollarsby2024.DuringthisperiodthetotalspendingonadvertisementacrossallsegmentsintheregionwasovereightbillionU.S.dollars.ReadmoreNote(s):MENA;2010to2021;atcurrentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):ZenithAveragecost-per-click(CPC)inGoogleAdssearchadvertisinginselectedcountriesintheMiddleEastandNorthAfricainMay2023(inU.S.dollars)GoogleAdsCPCinMENA2023,bycountry1.21.081.061.041.0310.971.00.80.60.40.20.00.940.880.830.820.720.650.620.540.21IsraelUnitedArabEmiratesKuwaitQatarBahrain

LebanonLibyaJordanOmanSaudiArabiaEgyptMorocco

TunisiaAlgeriaTurkey18Description:Theaveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisinginIsraelinMay2023was1.08USdollars,thehighestamongthe14countriesrepresentedinthedataset.UAEandKuwaitcameinsecondandthird.

ReadmoreNote(s):MENA;May2023Source(s):SemrushCHAPTER

04LeadingplayersMosteffectiveadvertisingmarketsinMENAin2022(indexscore)MosteffectiveadvertisingmarketsMENA2022350318.1300274.325020015010050168.9101.69466.70UnitedArabEmiratesTurkeyIsraelLebanonSaudiArabiaEgypt20Description:In2022,themosteffectiveadvertisingmarketintheMiddleEastandNorthAfricawastheUnitedArabEmirates,with318.1points.Turkeywasthesecondmosteffectiveadvertisingmarket,with274.3points.ReadmoreNote(s):MENA;2022Source(s):WARCMostcreativeadvertisingmarketsinMENAin2022(indexscore)MostcreativeadvertisingmarketsMENA2022700576.46005004003002001000441.218673.750.4UnitedArabEmiratesLebanonSaudiArabiaEgyptTurkey21Description:In2022,themostcreativemarketintheMiddleEastandNorthAfricawastheUnitedArabEmirates,at576.4points.Lebanonrankedsecond,scoringat441.2pointsinthesameyear.

ReadmoreNote(s):MENA;2022Source(s):WARCMosteffectiveadvertisingcampaignsinMENAin2022(indexscore)MosteffectiveadvertisingcampaignsMENA20224539.640353025201510534.327.327.323.623.60MohammedBinRashidGlobalInititatives-"TheWarmWinterLivestream"Finish-"WaterForTomorrow"LebaneseBreastCancer

ABAAD-"TheJourneyto

UAEGovernmentMedia

UAEGovernmentMediaFoundation-"TheBread

FightSexualViolenceinExam"

Lebanon"Office-"TheDonationPlate"Office-"EmptyPlates"22Description:In2022,themosteffectiveadvertisingmarketintheMiddleEastandNorthAfricawasMohammedBinRashidGlobalInititiatives'TheWarmWinterLivestreamintheUAE,with39.6points.TheUAEGovernmentMediaOffice,agovernmentorganisation,helpedthoseacrosstheworldwhowerestrugglingduringwinter.ReadmoreNote(s):MENA;2022Source(s):WARCCHAPTER

05ConsumerperspectivesShareofusersinEurope,theMiddleEast,andAfricaencounteringadvertisingonselecteddigitalservicecategoriesasof2ndquarter2022,bydeviceEMEAusersseeingonlineadsonselectedonlineservicesQ22022,bydeviceSmartphone67%Tablet21%20%17%22%20%15%16%10%20%PC/Laptop37%None

ofthese10%SocialmediaGameapp55%23%10%MusicstreamingVideostreamingRetail/E-commerceChat/MessagingNews/EntertainmentHealthcare50%25%12%62%40%9%55%38%16%61%25%28%47%32%16%38%15%13%Email56%43%25%24Description:AccordingtoasurveyofappusersinEurope,theMiddleEast,andAfrica(EMEA)conductedduringthesecondquarterof2022,67percentofrespondentsencounteredonlineadswhilebrowsingsocialmediaontheirsmartphones.Bycomparison,only37percentofrespondentsreportedseeingadsonsocialmediawhileusingtheirlaptopsorPCs.Oversixin10respondentsreportedseeingadswhilestreamingvideosfromtheirsmartphones,while40percentreportednoticingonlineads[...]

ReadmoreNote(s):Europe,MENA;Q22022;16yearsandolder;alltypeofmobileadsSource(s):DigitalTurbine;GWIShareofusersinEurope,theMiddleEast,andAfricawhopreferencounteringonlineadvertisingonselectedconnecteddevicesasof2ndquarter2022PreferredconnecteddevicestoencounteradsforEMEAusersQ22022120%97%100%80%60%40%20%0%89%84%60%51%SmartphoneTVLaptopTabletDesktop25Description:AccordingtoasurveyofappusersinEurope,theMiddleEast,andAfrica(EMEA)conductedduringthesecondquarterof2022,almostthetotalityofthesurveyedusersreportedpreferringencounteringadswhilebrowsingtheirsmartphones.Aroundninein10respondentsreportedpreferredencounteringadswhilewatchingTV,while84percentindicatedlaptopsastheirpreferreddevicestoencounteronlineads.

ReadmoreNote(s):Europe,MENA;Q22022;16yearsandolderSource(s):DigitalTurbine;GWIShareofusersinEurope,theMiddleEast,andAfricawhopreferencounteringonlineadvertisingonselectedmobileappcategoriesasof2ndquarter2022PreferredmobileappstoencounteradsforEMEAusersQ22022,bycategoryShareofrespondnets0%10%20%30%40%50%60%70%80%90%100%96%95%110%E-mailChat/messagingSocialmedia90%88%87%Retail/E-commerceVideostreamingGaming78%76%News/entertainmentMusicstreamingHealthcare72%59%26Description:AccordingtoasurveyofappusersinEurope,theMiddleEast,andAfrica(EMEA)conductedduringthesecondquarterof2022,96percentofrespondentsindicatedtheypreferredencounteringadswhilebrowsingtheiremailapps,while95percentofrespondentsindicatedchatapps.Bycomparison,aroundeightin10respondentspreferredin-gameads,whilelessthansixin10respondentsreportedapreferenceforadsdisplayedinhealthcareapps.

ReadmoreNote(s):Europe,MENA;Q22022;16yearsandolderSource(s):DigitalTurbine;GWIShareofusersinEurope,theMiddleEast,andAfricaengagingwithselectedadvertisingformatsasof2ndquarter2022MostengagingonlineadsformatsforEMEAusersQ2202240%35%30%25%20%15%10%5%38%34%25%24%24%23%0%VideoadsDisplayads/banners

AdstheyhaveoptedintoseeMulti-mediaadsNativeadsPop-upads27Description:AccordingtoasurveyofappusersinEurope,theMiddleEast,andAfrica(EMEA)conducteddur