An industry report released by ZenithOptimedia, a media-buying arm of one of the world’s largest advertising firms, Publicis Group, says 2009 advertising growth for the MENA region will grow by 10 percent, nearly the double of this year’s expected growth rate of 5.8 percent.
Egypt should be a strong contributor to the growth of advertising in the region, with most of the gains coming from the GCC and the growing pan-Arab advertising market.
This stands out against a gloomy worldwide outlook, forecasting a 0.2 percent drop in advertising spend next year, with the North American market taking the worst hit, expected to decline 5.7 percent.
Internet advertising is expected to grow 18 percent next year though, both globally and in the North American market, taking a 15.6 percent share of global ad expenditures in 2011, 5.2 percentage points ahead of magazines and 5.6 points behind newspapers. The gap between internet and newspapers currently stands at 15.1 points.
Reduced advertising budgets are expected to help boost internet advertising, which costs fractions of what it costs to advertise via traditional media, and offers advertisers a clear way to track audience.
The report also expects television to do relatively well in the downturn, making up a record 38.5 percent of global ad expenditure in 2010 and 2011.