Looks Good…What’s missing?
April 10th, 2008 elitaniFor the past couple of years, we have been talking about online advertising. Portals, agencies and clients have finally opened their eyes and hearts to online. We see that clients are more relaxed and are now ready to talk freely and discuss their fears when it comes to Digital Advertising.
The evidence is in the fact that the latest digital marketing conference held by AME Info in March 2008 had more advertisers than agencies and portals combined. What’s even better is that 5 speakers came from the client side (including Nakheel, Nokia, and HSBC) presenting case studies and success stories around Digital Marketing. More flattering is that these stories are from the Middle East region.
Aside from that, online advertising spend in the region is expected to have grown by 60% since 2006.
An individual might think that the shy face of online advertising is finally starting to glow. We as agencies now have more confidence in presenting an online media plan for the client. Our traditional media planners are allowing us to meet “their” clients. We could say that we are almost there.
So what is still missing here? Take a 5 minute break and think of the last couple of online/digital conferences that were held in the past 3 years. I believe what is still lacking is that we (online people) are busy cheering rather than chasing the development within the digital sphere. There is nothing called a “comfort zone” when it comes to Technology, Digital, and especially Digital Advertising. There are always advancements which we need to follow and sometimes lead.
Have you ever thought of the following:
- Where is Mobile Marketing from our region?
- Where is the online research?
- Where is the Interactive Advertising Bureau, or any other credible body?
- Who is monitoring the online media spend and who is analyzing it to the public?
Of course the above might be available but only within a limited framework. For example, Mobile Marketing is offered only through SMS (Short Message Service). Online Research is valid through Maktoob Research, AC Nielsen, etc. but is only based upon request and is usually paid for.
Earlier, the above might not have been extremely needful as we (as agencies and portals alike) were still in the initial phase of introducing digital advertising to our clients. The question is, isn’t it more needed now to build a base (through the points above) for online advertising to march with the online media growth?
Agencies and suppliers should now focus on establishing a strong foundation for digital advertising, especially that clients will be looking at differentiating themselves online. This can’t happen without a strong and diversified digital channels (such as Mobile Marketing), without a strong research base, and a reliable body (such as IAB).
For that, we as digital advocates should stop working in silos and start working together as an industry to build the ground of digital advertising. We should seize the opportunity and the positive trend to catch up with Europe and the states.
That doesn’t mean that we should separate ourselves from traditional advertising but what should be done here is to develop a proper base which can act as a standard to all clients, agencies and suppliers alike. Competition within the digital advertising world is healthy but again there must be a point where all competitors come to meet.
My personal hunch tells me that Mobile Marketing will be seriously addressed and covered in 2008 through different agencies and service providers, while the rest of the points seem to have an unclear horizon. I am a definite believer in the effect of online advertising, albeit I expect it to have a stronger growth from which we are seeing now.