Over the past few years, the Print Advertising market in the Middle East and North Africa (MENA) region has seen significant developments and trends shaping its landscape.
Customer preferences: In the MENA region, customer preferences for print advertising have remained relatively strong compared to digital alternatives. Many consumers in the region still value the tangible nature of print ads, finding them more trustworthy and engaging than online ads. Additionally, print media holds cultural significance in many countries in the region, further contributing to customer preferences for print advertising.
Trends in the market: In Saudi Arabia, there has been a noticeable shift towards more personalized and targeted print advertising campaigns. Advertisers are increasingly leveraging data analytics and segmentation techniques to tailor their print ads to specific audience demographics, ensuring higher relevance and effectiveness. This trend reflects a broader global movement towards more targeted advertising strategies to maximize ROI.
Local special circumstances: In Egypt, the print advertising market has been influenced by unique local circumstances such as government regulations and cultural norms. Print media in Egypt plays a crucial role in shaping public opinion and political discourse, leading to a high demand for advertising space in newspapers and magazines. Advertisers often navigate complex regulatory frameworks and cultural sensitivities to craft effective print campaigns in the country.
Underlying macroeconomic factors: The economic diversification efforts in the UAE have had a notable impact on the print advertising market. As the country shifts towards a knowledge-based economy, there has been a growing demand for print ads that promote innovation, technology, and entrepreneurship. Advertisers in the UAE are increasingly focusing on showcasing their products and services in niche publications that cater to the burgeoning sectors of the economy, reflecting the changing macroeconomic landscape of the country.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).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, urban population, and education index.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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