product of the year 2015 - charbel kahaleh

 Digital  Landscape:  Usage,  Habits  and  Consump8on  Overview  

POY  Social  Media  Workshop  Thursday,  October  15,  2015  

Charbel.Kahaleh@  

Global  Digital  Snapshot  

Sources:  US  Census  Bureau,  United  Na8ons,  internetLiveStats,  InternetWorldStats    

41%   27%   21%  

Internet  Penetra8on  MENA  

Sources:  US  Census  Bureau,  United  Na8ons,  internetLiveStats,  InternetWorldStats    

Internet  Penetra8on  Evolu8on  in  Mena  Region  

Sources:  WorldBank    

SM  Penetra8on  MENA  

27%  

Sources:  US  Census  Bureau,  United  Na8ons,  internetLiveStats,  InternetWorldStats    

Social  Mobile  Penetra8on  MENA  

Sources:  US  Census  Bureau,  United  Na8ons,  nternetLiveStats,  InternetWorldStats    

Most  used  social  media  channels      

Sources:  Arab  Social  Media  Report  2015        

Highly  engaged  during  evening  hours      almost  half  of  the  users  spend  30mnts+/session  

Sources:  Arab  Social  Media  Report  2015        

Around  250M  users  in  the  region,  another  100M  by  2018  

Sources:  eMarketer,  American  Marke8ng  Associa8on  2015        

Pinterest  and  Tumbler  are  the  fastest  growing  networks  

Sources:  GlobalWebIndex  Q1  2015        

Facebook  decreasing  Ac8ve  Users  trend    

Sources:  GlobalWebIndex  Q1  2015        

FB(24%)  is  loosing  the  teens  ba`le  to  Snapchat(55%),  Tumblr(37%)  and  Intagram(36%)  

Sources:  GlobalWebIndex  Q1  2015        

Youtube  is  the  “coolest”  plaeorm  for  Teens    

Sources:  GlobalWebIndex  Q1  2015        

With  Teens  being  the  biggest  mobile  web  users,  trends  seem  to  be  in  favor  of  Snapchat  and  Instagram  

Sources:  GlobalWebIndex  Q1  2015        

A  Mul8-­‐Screen  World  The majority of our daily media interactions are screen based

Sources:  Ipsos    

Tradi8onal  media  observes  clear  pa`erns,  digital  is  online  all  day  

0

25

50

75

100

In bed when I wake up

Early morning

Late morning

During lunch

Early afternoon

Late afternoon

Early evening

During dinner

Late evening

In bed before I go

to sleep

TV Radio Newspaper/Magazine Online

How traditional and online media are used throughout the day

D2. Total time spent on device/media | D2a. Total time spent online | D3. Device/media usage by daypart

Reach %

Sources:  TNS  

Media  Spending  Global  Breakdown  

Sources:  Carat  Ad-­‐spend  report  2015  

Online  ad  revenue  overtakes  TV  for  the  first  8me  in  the  US  

Sources:  IAB-­‐PwC  internet  Ad  Revenue  Report  April  2014  

Online  will  overtake  TV  in  2017!    

Sources:  PwC    

Lebanon’s  Adver8sing  Spending  Digital  spending  increasing  YoY  but  s8ll  at  a  low  level  of  11.5%    

TV:  38%,  OOH:  25%,  NP:  15%,  Mag:  7%,  Radio:  4%  

Digital  is  an  accelerator  for  your  integrated  campaigns    

TV  

OOH  

PRINT  

CINEMA  

RADIO  

DIGITAL  

Display  

Mobile  

PPC  Search  

Social  Media  

AWARENESS BRANDING

ENGAGEMENT OPINION

ADVOCACY ABMASSADORS

OWNED Content; Forums

Post paid content on Owned digital

platforms

PAID Awareness; Reach;

Presence; SOV Traffic; Recruitment

EARNED Blogs; PR; Likes;

PTAT Free Media

TV – DIGITAL – RADIO – OOH – PRESS

PLATFORM WEBSITE – APP

JOURNALISTS – BOLGGERS –

AMBASSADORS

COMM. MNGT - SHARING

Redefining  Brands  Ecosystem  with  Digital  Inside!  

Your  Audience  is  everywhere!  

Thank  You  

Charbel.Kahaleh@