Key regions: Australia, United Kingdom, China, Japan, Europe
The Traditional Radio Advertising market in MENA is experiencing a shift in customer preferences towards more targeted and personalized advertising strategies, driven by advancements in technology and changing consumer behavior.
Customer preferences: Customers in MENA are increasingly demanding more personalized and relevant advertising content on traditional radio platforms. This shift can be attributed to the rise of digitalization and the availability of data analytics tools that allow advertisers to target specific demographics more effectively. As a result, advertisers are focusing more on creating tailored campaigns that resonate with their target audience, leading to a more engaging and impactful advertising experience.
Trends in the market: In Saudi Arabia, there is a growing trend towards integrating traditional radio advertising with digital platforms to reach a wider audience and track the effectiveness of campaigns in real time. This trend is driven by the high internet penetration rate in the country, which provides advertisers with the opportunity to leverage digital channels for a more comprehensive advertising strategy.
Local special circumstances: In Egypt, traditional radio advertising continues to be a popular medium for reaching a wide audience due to its extensive reach and cost-effectiveness. The country has a diverse population with varying levels of internet access, making radio a reliable and widespread channel for advertisers to connect with consumers across different demographic segments. Additionally, Egypt has a strong tradition of radio listening, making it a culturally significant platform for advertising purposes.
Underlying macroeconomic factors: The economic growth and stability in the UAE have contributed to the growth of the traditional radio advertising market in the country. With a thriving business environment and a high standard of living, UAE consumers have significant purchasing power, making them an attractive target for advertisers looking to promote their products and services. Additionally, the UAE's position as a regional hub for trade and tourism further enhances the reach and impact of traditional radio advertising campaigns in the market.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on traditional radio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising spending in broadcasting programs on terrestrial radio stations or networks.Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, and consumer spending.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.
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Mon - Fri, 9am - 6pm (EST)
