Online in numbers

March 24th, 2009 in Online Marketing- Middle East

www.ooxmonitor.com

The facts and figures of digital advertising

OOXmonitor.com tracks 45 Web sites in the UAE – the country with the most developed Internet usage in the region – and monitors which campaigns run on them. Although advertisers can tightly control their spend online, the currency is usually in click-through rates, rather than traditional advertising’s cost per thousand impressions. For advertisers, this means they need only pay for consumers who act on their ads. For those monitoring online advertising, it means there is no rate card to measure online spend against. Which is why the tables here are not ranked by dollar-value spend. As OOX’s Fouad Bedran explains, “Of course 10 campaigns on Web site A does not equal 10 campaigns on Web site B in money terms; however, if Web site X scores 50 percent more campaigns that Web site Y in an average month, we can safely conclude it is leading its competitor in campaign value.” The rankings here are based on campaigns including banner ads, sponsorships and microsites. The data doesn’t count in-house campaigns.

 

NUMBERS. CRUNCHED.

·         Between November 2008 and January 2009:

·         370 brands advertised online to UAE consumers.

·         Each month has seen an average of 255 campaigns.

·         59 categories of brand advertised online.

·         74 sponsorships and special operations were monitored, across 10 Web sites.

·         8 campaigns used 10 or more Web sites for their online marketing.

OOX’S CATEGORIES TO WATCH IN 2009.

These have been increasing their online advertising over recent months and look set to continue:

·         Hotels and resorts

·         Foods and snacks

·         Automotive

·         Restaurants

·         Education