product of the year 2015 - charbel kahaleh
TRANSCRIPT
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
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@