E-commerce, online video set to fuel global ad spend recovery

E-commerce, online video set to fuel global ad spend recovery
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Updated 27 July 2021

E-commerce, online video set to fuel global ad spend recovery

E-commerce, online video set to fuel global ad spend recovery
  • Digital channels will contribute to ad industry’s recovery: Zenith forecast

DUBAI: Global spending on advertising was expected to grow by 11.2 percent this year to $669 billion, according to new industry figures.

The expenditure boom was being driven by demand for performance-led e-commerce advertising and brand advertising on online video, said Zenith in its latest advertising expenditure forecasts report.

If the predictions ring true, the total spend this year will be $40 billion more than before the start of the coronavirus disease (COVID-19) pandemic in 2019. And growth was likely to remain robust in the medium term, at an anticipated 6.9 percent next year, and 5.6 percent in 2023.

“After a very tough year last year, the ad market is enjoying rapid and broad-based recovery, and will end this year well above the level it achieved in 2019,” said Jonathan Barnard, head of forecasting at Zenith, which is part of Publicis Groupe.

A rise in ad spending was expected globally this year with the Middle East and North Africa region, currently recovering from the steepest decline, forecast to see expenditure increase by 15 percent.

According to data, the strongest growth since 2019 was taking place in North America where spending was up 13 percent this year after shrinking by only 1 percent last year.

Effect of e-commerce on advertising market

The COVID-19 pandemic accelerated the shift from physical sales to e-commerce, driving more consumers than ever before to research and complete purchases online. Brands responded to the change in customer behavior by forming partnerships with retailers and creating new direct-to-consumer operations, using performance-driven advertising – primarily in social media and paid search – to lead consumers down the path to buy.

The Zenith report noted that the patterns would expand social media advertising by 25 percent this year to reach $137 billion, overtaking in scale for the first time paid search that was expected to grow by 19 percent to $135 billion.


Ad spend will exceed the pre-pandemic peak by 6% this year.

Digital advertising will command 58% share of market in 2021, up from 48% in 2019.

Online video advertising will be fastest-growing digital channel in 2021, rising 26% to reach $63bn.

The average cost of television advertising is up 5% this year.

Middle East, North Africa region will see growth of 15% in ad spend this year.

A significant part of the new money being pumped into advertising was coming from small businesses that had to pivot to e-commerce due to COVID-19 lockdowns, and from brands that reallocated money from securing physical shelf space with retailers to display and search ads on retailers’ websites.

As lockdowns ease around the world, the growth of e-commerce will slow down but not return to pre-pandemic levels, the report revealed, adding that e-commerce would continue to pull in incremental revenues to the ad market, driving growth next year of 13 percent in social media and 12 percent in search.

Growth of online video

Audiences continued to migrate online where video viewing was growing rapidly, the report found, and despite traditional television ratings experiencing a surge when lockdowns began last year, they were shrinking again.

Advertisers valued online video as a means of maintaining reach while TV declined, but it was also an effective form of brand communication in its own right. Zenith predicted that online video advertising would be the fastest-growing digital channel this year, rising by 26 percent to reach $63 billion.

Benoit Cacheux, global chief digital officer at Zenith, said: “The online video landscape continues to transform, fueled by the growth of streaming services and connected TVs.

“Its continued evolution requires a radical rethink of how to build the optimal screen-neutral reach model. The ingestion of new data sources into TV planning also creates further opportunities to further sync TV and video planning.”

Traditional media will continue to trail behind digital

Overall, Zenith expected digital advertising to grow by 19 percent this year and increase its share of total ad spend to 58 percent, up from 48 percent in 2019, and 54 percent last year.

Most other media channels were enjoying growth this year, as spending rebounded from the 16 percent drop in traditional media ad spend in 2020. Cinema and out-of-home were the most affected by COVID-19-related restrictions, shrinking by 72 percent and 28 percent, respectively, but were expected to witness the fastest recovery this year with respective growth rates of 116 percent and 16 percent.

Radio advertising, which shrank by 22 percent last year, was forecast to grow by 4 percent this year, while television fell 8 percent in 2020 and was predicted to grow 1 percent in 2021.

Print would continue its long decline, now in its 14th consecutive year, with an 8 percent drop in ad spend in 2021, the report said.

Although cinema and out-of-home would have made up almost all lost ground by 2023, ad spend across traditional channels would still be below 2019 levels.

Cost of advertising

This year’s rapid recovery, coupled with the continued migration of audiences from traditional to digital channels, was fueling substantial increases in media prices, particularly in television.

The cost of television advertising was up 5 percent this year on average, though the variance between markets and audiences was wide. Television spend has increased by 1 percent, so the volume of audiences reached globally has shrunk.

In contrast, digital media growth was mainly driven by rising audiences and more extensive monetization with online video inflation averaging 7 percent, and social media roughly flat, compared to their 26 percent and 25 percent respective ad spend growth rates.

“Digital advertising is becoming a more effective tool for brand growth as media and commerce continue to move online, attracting greater investment from large brands and small businesses alike,” added Barnard.

Instagram launches new campaign to tackle phishing

Instagram launches new campaign to tackle phishing
Updated 19 October 2021

Instagram launches new campaign to tackle phishing

Instagram launches new campaign to tackle phishing
  • Social networking service offers users 5-step action plan to protect against phishing attacks

DUBAI: Phishing has become one of the main methods for hackers to access the personal information of social media users across different platforms.

The online hoaxers typically use deceptive messages that appear to come from an official source such as a bank, social media platform, or email service to encourage users to download an attachment or click on a link.

Nadia Diab Caceres, public policy manager for Instagram in the Middle East and North Africa region, told Arab News: “Phishing is one of the most common types of cyberattacks and it can take many forms – from fun quizzes about your favorite cereal brand to receiving direct messages claiming to be from Instagram about issues with your account.”

Instagram users, in particular, have been the target of many such attacks. In September, Romania’s cybersecurity incident response team warned about a targeted campaign against Instagram users in the county, and last year TrendMicro reported similar activity led by Turkish-speaking hackers preying on high-profile accounts on the social networking platform.

Diab Caceres did not reveal the number of users that had been subject to phishing but said: “Phishing on social platforms is an evolving issue that has been increasing in both frequency and sophistication.

“We are constantly evolving our safety and security features to protect our community from cyberattacks. We have strong defenses in our existing security tools and features, and we continue to upgrade these in line with the needs of the times.”

As part of its efforts to raise awareness and increase usage of its safety tools, Instagram has collaborated with influential content creators including Khaled Mokhtar, Amr Maskoun, Aly Osman, Adel Aladwani, and Mazen Yaseen.

Additionally, it is educating users on steps they can take to protect their accounts.

One such way is its new security checkup feature that guides users whose accounts may have been hacked through the steps needed to secure them, including checking login activity, reviewing profile information, confirming the accounts that share login information, and updating account recovery contact information such as phone number or email.

Another method users can take is to enable two-factor authentication, whereby they receive a notification or are asked to enter a special login code when someone tries logging into their account from a device the platform does not recognize.

Enabling login request is available to users setting up two-factor authentication on Instagram. Any login attempt from an unrecognized device or web browser triggers an alert showing details of the device that tried logging in and its location. Users can then approve or deny the request from their already logged-in devices.

A further safety step is to update phone numbers and emails. Instagram advises users to always keep the email and phone numbers associated with their device up to date, so the platform can reach them if something happens to their account, as well as aid the recovery process even when a hacker changes their information.

In addition, Instagram encourages users to report suspicious or spammy accounts and content to help the platform better combat attacks.

There has recently been an increase in malicious accounts direct messaging people to try and access sensitive information, such as account passwords, by falsely stating that the user account is at risk of being banned, that users are violating Instagram’s policies around intellectual property, or that their photos are being shared elsewhere.

Users are urged to report these accounts to Instagram which has stressed that it would never send a direct message to users and would only communicate through the emails from Instagram tab in settings.

“Instagram is a people’s platform, and we are at our strongest when our entire community is aware of and uses the safety features at their disposal,” said Diab Caceres.

Remembering Roger Harrison: He loved the Kingdom, and Saudis loved him back in equal measure

Remembering Roger Harrison: He loved the Kingdom, and Saudis loved him back in equal measure
Updated 19 October 2021

Remembering Roger Harrison: He loved the Kingdom, and Saudis loved him back in equal measure

Remembering Roger Harrison: He loved the Kingdom, and Saudis loved him back in equal measure
  • Family, friends and former colleagues mourn man of many talents with 25-year connection to Saudi Arabia

JEDDAH: Roger Harrison, who has died on the Spanish island of Mallorca at the age of 75, was a man of more than one career and many talents — among them an event organizer, a writer and photographer, a jeweler and gemologist, a lecturer and raconteur.
Here at Arab News, where he was a senior reporter from 2001 to 2013 covering Saudi affairs and expat life, he will be best remembered as a news magnet to whom stories simply happened.
Among Harrison’s many achievements was his work on the book Wings Over Arabia, a photographic record of a three-man glider team flying over and photographing spectacular and rarely seen areas of the Kingdom. The team included Prince Sultan bin Salman, the first Arab and Muslim astronaut, and Prince Bandar bin Khaled Al-Faisal.
In his preface to the book, Prince Bandar paid tribute to Harrison’s abilities and his work: “He captures the beauty of my country from a perspective that most of the population will never experience. I thank him sincerely for writing and photographing a definitive work that is both a fascinating story and, perhaps, a source of inspiration for future glider pilots.”
So fascinated was the British historian Robert Lacey by Harrison’s work that he wrote: “Lawrence of Arabia captured it from a camel. Roger Harrison captures it from the air. Both convey the magic of Arabia with breathtaking power.”
Harrison was also one of the last journalists to interview the famed explorer of Arabia and the Middle East, Sir Wilfred Thesiger, in 2002.
Stories had a way of coming to Harrison. One of his last visits to Saudi Arabia was in October 2019, when he was invited to a government-sponsored media conference just as visas on arrival became available to foreigners. Harrison flew into Jeddah from London, and offered to pay the visa fee by credit card, prompting a bank security request to enter a one-time password — which was sent to his cell phone back in London. It seemed an insoluble problem, but the Saudi officer at the airport offered to pay the fee. Harrison assured him he would be repaid as soon as the problem was sorted out, but the officer said: “You are our guest. You don’t have to worry.”
Later Harrison regaled the Arab News Jeddah newsroom with the tale, his eyes filling with tears as he told how a complete stranger had come unhesitatingly to his assistance. He loved Saudi Arabia, and the Saudis loved him back in equal measure.
Harrison was born in Eastbourne, England, in 1946. He arrived in Saudi Arabia with his wife Sian in September 1996, to teach at Jubail Industrial College, where he remained for four years. The couple then went back to London, but the Kingdom had made its mark on Harrison and he returned to Jeddah to teach English to the Saudi Navy.
Harrison’s career with Arab News began by accident — quite literally. He and his wife were involved in a collision with a car that came out of the desert and ran straight into them. Harrison wrote a letter to the newspaper describing the incident, and Arab News replied asking him to write it in the form of an article rather than a letter. The piece appeared on the front page under the headline: “Why throw yourself to death when you can drive there?” The article led to an offer of employment at Arab News.
“He loved the people he worked with and he loved the opportunities the paper gave him,” his wife Sian said. “He went to places he would never have visited and was even able to indulge his love of racing by test-driving cars he could never have owned. The articles he wrote, especially ‘Adam and Eid,’ showed the depth of his humanity and his love of Saudi Arabia and its people. There were so many articles that displayed this empathetic side of Roger. The one he wrote after the dreadful floods of Jeddah was more personal, about the many friends who helped us.”
The Harrisons left Jeddah in 2013 and went to live in Ras Al-Khaimah in the UAE. He had visited once to write an article, and liked the idea of being there while still close to Saudi Arabia. The couple’s son Ben, a newly qualified teacher, came from London to join them and applied for his first teaching post — in Riyadh. “Roger was thrilled the Harrison connection was continuing in the Kingdom and gave him a reason to visit,” Sian said. “Ben left Riyadh in 2019 and was going to accompany Roger on a trip to Saudi Arabia in January, when they wanted to do a follow-up to the Wings Over Arabia book, but this time from the ground.”
Ben Harrison hopes to return for a visit, and would love to be able to honor his father’s last wish.
In 2017, the Harrisons moved to Mallorca, which they knew well from visits over the years. Why Mallorca? “We had been visiting the beautiful Spanish island for over 20 years since my sister had moved to live there,” said Sian. “My mother also sold up and left London to live in Mallorca. She was very close to Roger. They loved to debate and had many spirited conversations, and the highlight of their week was a shopping trip to Lidl where they discussed anything and everything.”
Sian has received many messages of condolence from people who knew her husband. “They have shown me a side of him that truly shows the honorable and honest man he was, his old-fashioned values of being true to your word, his love for the Kingdom and the opportunities it gave him. I can’t stress enough how much being in Saudi Arabia meant to him.”
Harrison had great respect for Saudi Arabia, and was adamant in correcting people’s misconceptions about the Kingdom. He regularly called UK radio stations and wrote letters to various publications out of a sincere desire to set the record straight. As Prince Sultan bin Salman once said, Harrison knew more about Saudi Arabia than most Saudis.
“Although I never had the pleasure of working with Roger, I have crossed paths many times with him covering events in Jeddah in the early 2000s. He was full of passion for journalism and for the Kingdom, was kind to everyone around him and was always the first to arrive and last to leave during any press event,” said Faisal J. Abbas, current Editor in Chief of Arab News.
“Obviously, we at Arab News extend our condolences to Roger’s family, and on behalf of all the editors and colleagues he worked with in the past, we thank him for all the work he has done and all his contributions to our newspaper,” he added.
Harrison’s motto was: “Everybody dies, but some never live.” He lived a remarkable life in a remarkable country, and documented all that he could for future historians and writers of Arabia. He was a gentle soul, a humanist first and journalist last. Among those who admired and respected him is Razan Baker, director of international communication at the Saudi Arabian Olympic Committee.
“He touched many lives, including my own, and for that I consider myself lucky,” she said. “I was honored to know him as one of my dearest Arab News family members. He was always inspiring and motivating. Nothing was impossible for him. He was like a generous moving library that challenged us all to learn, be passionate about what we love and do, and try to do it better.”

Sudanese-British BBC anchor Zainab Badawi on her role as new president of SOAS

Born in Sudan, Badawi moved to England when she was 2 years old. (File/AFP)
Born in Sudan, Badawi moved to England when she was 2 years old. (File/AFP)
Updated 18 October 2021

Sudanese-British BBC anchor Zainab Badawi on her role as new president of SOAS

Born in Sudan, Badawi moved to England when she was 2 years old. (File/AFP)
  • Newly-appointed SOAS president, Zeinab Badawi, is a Sudanese-British television and radio journalist who is best known for hosting BBC’s “Hardtalk”
  • Throughout her successful journalistic career, Badawi interviewed some of the world’s most notable personalities and politicians

London: The School of Oriental and African Studies in London appointed award-winning broadcaster and journalist Zeinab Badawi as the university’s newest president. 

Badawi is a Sudanese-British television and radio journalist who is best known for hosting BBC’s “Hardtalk” and various other notable programs across the network, namely “The World” on BBC Four.

Badawi’s extensive ties with SOAS’ community stretch back to 1988, when she obtained a master’s degree in Middle East history and anthropology, graduating with distinction. In 2011, Badawi was awarded an honorary doctorate by SOAS for her services to international broadcasting.

“I’ve always maintained my ties with SOAS,” Badawi told Arab News. “I’ve attended meetings, receptions and talks. The Royal African society, of which I was chair, had very close links with the university. So, it wasn’t as though I had broken the umbilical cord of my connections with SOAS after I’d been there. I had maintained close ties.

“It was a no-brainer for me when I was asked to become president. It was something I accepted with great delight and honor,” she added.

Born in Sudan, Badawi moved to England when she was 2 years old. She recounted how, despite moving at a very young age, speaking Arabic in the house with her parents when she was growing up helped her stay connected to her Arab and African roots. 

“My identity with the African and Arab in me is not necessarily linked to a territory or having to occupy a place or a space in time,” Badawi highlighted. “It’s very much a connection through people, my parents, and my extended family, and I think that is why I have such an emotional connection with both Africa and the Arab world.”

Throughout her successful journalistic career, Badawi interviewed some of the world’s most notable personalities and politicians, including former Sudanese President Omar Al-Bashir, who was the first Sudanese president to be charged with war crimes.

“Al-Bashir had not spoken on the record in the international media at all, nor for that matter had he given an interview at length to anybody about this,” Badawi highlighted. 

“I was particularly proud to get that interview in 2009 because the events that unfolded later — the Sudanese revolution of 2019 that ousted Al-Bashir — had revived my interview with him, and I can see that my career had come full circle,” she added. 

On other influential interviews she conducted, Badawi revealed that her interview on BBC’s “Hardtalk” with former Archbishop of Cape Town Desmond Tutu had stuck with her throughout her journalistic career. 

“Tutu is a great South African, a great African and a great global humanitarian icon,” she said. “What I loved about interviewing him on ‘Hardtalk’ was that he took what he did very seriously without taking himself very seriously. And he was a man of immense humor. He often used humor to diffuse criticisms against him.”

Badawi’s honorary position as president of SOAS comes shortly after the university faced criticisms regarding anti-Semitic and racist rhetoric from prominent faculty members, namely Adam Habib, the director of SOAS.

However, Badawi says that SOAS has robust structures in place to deal with such controversies and that “if situations arise where people feel that they have grievances, such grievances should be dealt with in the appropriate way with full transparency, using all the proper governance structures at hand.”

Despite the bumps in the road, Badawi demonstrates that SOAS is increasingly asserting itself with great confidence in the UK and on the global stage. She looks forward to “strengthening current ties and forging new partnerships that will strengthen the foundations of SOAS.”

Snap launches hub to help amateur, professional creators

Snap launches hub to help amateur, professional creators
Updated 18 October 2021

Snap launches hub to help amateur, professional creators

Snap launches hub to help amateur, professional creators
  • Creator Hub will educate new, experienced users on getting most out of Snapchat, Spotlight

DUBAI: Social media company Snap Inc. has announced the launch of its new Snapchat Creator Hub, an online resource to support its creator community and help users make the most of Snap Camera.

The Creator Hub is aimed at amateur and professional creators, providing tips, tricks, and information in English and Arabic on how to leverage Snap’s various tools and platforms.

Tony Ghazal, talent partnerships manager at Snap Inc. for the Middle East and North Africa said the Snapchat community was “among the world’s most expressive and inventive storytellers, especially on mobile.”

He added: “Our aim is to provide creators with the best tools to share their stories, to improve their skills, and to connect with their audiences in a meaningful way.”

The hub features video tutorials from Snap Stars and regular creators that guide viewers through everything from getting started to advanced tools within the Snapchat app.

It also features tips on how creators can succeed on Spotlight, the company’s entertainment platform for user-generated content.

“For the last decade, Snap has pioneered the innovation behind AR (augmented reality). In that process, we deeply value our partners and creators, and are grateful for all the exciting new experiences they bring to the Snapchat community,” Ghazal said.

Facebook plans to hire 10,000 in EU to build ‘metaverse’

Metaverse is a futuristic notion for connecting people online that encompasses augmented and virtual reality. (File/AFP)
Metaverse is a futuristic notion for connecting people online that encompasses augmented and virtual reality. (File/AFP)
Updated 18 October 2021

Facebook plans to hire 10,000 in EU to build ‘metaverse’

Metaverse is a futuristic notion for connecting people online that encompasses augmented and virtual reality. (File/AFP)
  • Facebook plans to hire 10,000 workers in the EU to work on the new virtual reality tool 'metaverse'

MENLO PARK: Facebook says it plans to hire 10,000 workers in the European Union over the next five years to work on a new computing platform.
The company said in a blog post Sunday that those high-skilled workers will help build “the metaverse,” a futuristic notion for connecting people online that encompasses augmented and virtual reality.
Facebook executives have been touting the metaverse as the next big thing after the mobile Internet as they also contend with other matters such as antitrust crackdowns, the testimony of a whistleblowing former employee and concerns about how the company handles vaccine-related and political misinformation on its platform.
In a separate blog post Sunday, the company defended its approach to combating hate speech, in response to a Wall Street Journal article that examined the company’s inability to detect and remove hateful and excessively violent posts.