Report: Facebook and Instagram ad spend continues to grow in the Middle East

Emplifi has released its “State of Social Media and CX” report for the third quarter of 2021. (Supplied)
Emplifi has released its “State of Social Media and CX” report for the third quarter of 2021. (Supplied)
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Updated 23 November 2021

Report: Facebook and Instagram ad spend continues to grow in the Middle East

Emplifi has released its “State of Social Media and CX” report for the third quarter of 2021. (Supplied)
  • Emplifi’s Q3 report shows ad spend connected to the accommodation industry experiencing 94 percent growth year-over-year

DUBAI: Emplifi, a customer experience (CX) and social media marketing company, has released its “State of Social Media and CX” report for the third quarter of 2021, analyzing paid and organic brand efforts on social media.

Ad spend on Facebook and Instagram increased 33.32 percent year-over-year (YoY) in the Middle East during Q3, compared with 43.4 percent globally, and 7.38 percent between Q2 and Q3 in the Middle East, compared with 10.5 percent globally.

Brand spending on Facebook’s News Feed in the region was 21.48 percentage points higher than spending on Instagram’s News Feed. The increase in Facebook ad investment by marketers represents a clear sign of the times, with ad spend connected to the accommodation industry experiencing 94 percent growth year-over-year as countries reopen their borders and travel resumes across the globe.

Etihad Airways had the top three performing posts on Facebook, generating 1,605,310 interactions, while Emirates has the best performing post on Instagram with 402,479 interactions.

Looking at the region by industry, the retail category (19.2 percent) topped the total interactions of brand pages on Facebook, while the e-commerce category (26.9 percent) led the way on Instagram.

As ad spend increased, advertising costs also continued to climb with Cost-Per-Clicks (CPCs) reaching their highest level since late 2020. In the Middle East, the highest CPC was on Facebook’s Instream Video, while the lowest CPC was recorded across Facebook Video posts, Facebook News Feed, and Instagram Stories.

When it comes to organic content, the report found that Facebook’s Instream Live Videos generated three times more engagement for brands compared to other types of posts globally.

“While it’s true brands are having to invest more of their advertising dollars to reach consumers across social media platforms, there are still massive opportunities for B2C advertisers when it comes to using Live video within their social media marketing and social commerce initiatives,” said Zarnaz Arlia, Emplifi’s chief marketing officer.

Live video is a new way for brands to connect with audiences, she said, although the format remains underutilized in the Middle East. Globally too, Facebook Instream Video attracts only the fifth largest ad spend (4.8 percent). For the brands that do go live on Facebook, those in the beauty and e-commerce industries generated the highest number of comments and interactions.

Relative post interactions for brand accounts on both Facebook and Instagram have been trending down since Q3 2020 with both platforms seeing about 60 percent of the median post interactions they saw at the time.

The report also highlights the trend of social commerce. The growth of e-commerce and social media usage, fueled by the pandemic, saw both channels come together to give birth to social commerce.

In 2021, 65 percent of Americans discovered or bought products directly on social media, according to an Ipsos study.

“Consumers want a seamless shopping experience, from product discovery through purchase, and social commerce enables brands to sell their products directly in an app where the consumer is already shopping,” Arlia said.

“The brands that understand the value in meeting customers where they are — on social platforms — will gain a significant competitive edge in the coming months,” she said.


Rights watchdog condemns assault of Afghan journalist

Afghan journalist Ahmad Baseer Ahmadi was recently attacked while walking to his home in Kabul. (CPJ/Social Media)
Afghan journalist Ahmad Baseer Ahmadi was recently attacked while walking to his home in Kabul. (CPJ/Social Media)
Updated 26 November 2021

Rights watchdog condemns assault of Afghan journalist

Afghan journalist Ahmad Baseer Ahmadi was recently attacked while walking to his home in Kabul. (CPJ/Social Media)
  • Ahmad Baseer Ahmadi, a presenter at privately owned broadcaster Ayna TV, was walking to his house when two unidentified men assaulted him
  • In October, unidentified gunmen injured journalists Abdul Khaliq Hussaini and Alireza Sharifi in separate attacks in Kabul

LONDON: The Committee to Protect Journalists has condemned the violent attack on Afghani journalist Ahmad Baseer Ahmadi, who was assaulted in Kabul while on his way home. 

Ahmadi, a presenter at the privately owned broadcaster Ayna TV, was walking to his house when two unidentified men assaulted him and attempted to shoot him. 

The men, whose faces were covered by black handkerchiefs, reportedly shouted, “Reporter! Stop,” demanded to see his identification card and asked him where he worked. 

“The Taliban has repeatedly failed to uphold its stated commitment to press freedom, as violent attacks against journalists continue and proper investigations or accountability are nowhere to be found,” said CPJ’s Asia program coordinator, Steven Butler.

“The Taliban should reverse this trend by thoroughly investigating the attack on Ahmad Baseer Ahmadi, and holding the perpetrators accountable.”

Ahmadi’s assailants reportedly demanded he unlock his phone and open his WhatsApp and Facebook accounts. When Ahmadi refused, the men beat him with pistols and proceeded to shoot at him when he asked for help. 

The shots missed Ahmadi, but the men continued kicking him while he was on the ground, breaking his jaw. 

Since the Taliban takeover of Afghanistan last August, the CPJ has voiced concerns about the safety of Afghan journalists, reporters and media workers. 

In October, unidentified gunmen injured journalists Abdul Khaliq Hussaini and Alireza Sharifi in separate attacks in Kabul, and Taliban members beat and detained Zahidullah Husainkhil.


Award winners revealed at prestigious Middle East PR industry gongs ceremony

Award winners revealed at prestigious Middle East PR industry gongs ceremony
Updated 26 November 2021

Award winners revealed at prestigious Middle East PR industry gongs ceremony

Award winners revealed at prestigious Middle East PR industry gongs ceremony
  • 88 entries shortlisted in 56 categories for 2021 Middle East Public Relations Association awards

DUBAI: This year’s winners of a prestigious Middle Eastern public relations awards scheme were revealed at a recent presentation ceremony in the UAE.

More than 88 entries were shortlisted across 56 categories in the 2021 edition of the Middle East Public Relations Association awards.

The communications industry has been seriously impacted by the coronavirus disease (COVID-19) pandemic with many companies and organizations cutting their advertising and marketing budgets.

And the latest MEPRA awards took into account the damage caused to the sector by the global health crisis through categories such as best creative approach and best internal communications response during COVID-19, and best social impact campaign in response to the virus outbreak.

The classes saw gold trophies awarded to APCO Worldwide for its campaign “Adapting UOWD’s Education Model in the Age of the Pandemic,” Mastercard MEA for its “Priceless Together” project, and Action Global Communications for “ADEK Back to School,” respectively.

During the awards ceremony held in Dubai on Wednesday, Red Havas bagged gold for best campaign in the Middle East with Adidas’ “Beyond the Surface,” and Hill+Knowlton Strategies took silver and bronze for its PUBG Mobile “Game on Henedy,” and Facebook Inc. “#MonthofGood” campaigns, respectively.

To mark MEPRA’s 20th anniversary this year, the awards featured a new category of people’s choice for the best Middle East campaign over the last two decades, won by Weber Shandwick MENAT and Environment Agency Abu Dhabi for the “Vote Bu Tinah!” campaign.

Special gongs on the night included the chairman’s lifetime achievement award that went to Jack Pearce of Matrix Public Relations, the small in-house team of the year accolade handed to Mastercard MENA, and the large in-house team of the year prize given to the UAE government’s media office.

Agency titles were awarded to Gambit Communications for best home-grown operation as well as small agency of the year, with Acorn Strategy being crowned large agency of the year.


New Zealand PM says Facebook, others must do more against online hate

Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019. (File/AFP)
Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019. (File/AFP)
Updated 26 November 2021

New Zealand PM says Facebook, others must do more against online hate

Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019. (File/AFP)
  • New Zealand PM said tech giants and world leaders needed to do “much more” to stamp out violent extremism and radicalization online

LONDON: Tech giants like Meta’s Facebook and world leaders needed to do “much more” to stamp out violent extremism and radicalization online, New Zealand Prime Minister Jacinda Ardern said on Friday.
Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019 after a white supremacist killed 51 people at two mosques in the New Zealand city of Christchurch while live-streaming his rampage on Facebook.
This Christchurch Call initiative has been supported by more than 50 countries, international organizations and tech firms, including Facebook, Google, Twitter and Microsoft.
Ardern said on Friday the initiative had been successful in its first aim of establishing a crisis protocol, including a 24/7 network between platforms to quickly remove content, in response to events like those in Christchurch.
“We have had real world stress-testing of those systems and they have worked very effectively,” Ardern said in an interview for the upcoming Reuters Next conference.
“I am confident that we are operating more effectively than we have before,” she added. “The next challenge though, is to go further again.”
Asked what tech companies should be doing, Ardern replied: “much more.”
Ardern said the next step was to focus on prevention, looking at how people are finding or coming across hateful or terror-motivating content online and perhaps becoming radicalized.
“That’s where we are really interested in the ongoing work around algorithms and the role that we can all play to ensure that online platforms don’t become a place of radicalization,” she said.
A Christchurch Call conference earlier this year was attended by the United States and Britain.


MENA Effie Awards announces 2021 winners

This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards. (Supplied)
This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards. (Supplied)
Updated 25 November 2021

MENA Effie Awards announces 2021 winners

This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards. (Supplied)
  • The 13th edition of the awards program celebrates marketing effectiveness

DUBAI: The MENA Effie Awards, the regional edition of the globally renowned marketing industry honours, announced its 2021 winners at an awards ceremony in Dubai on Nov. 24.

After a brief hiatus in 2020 due to the pandemic, the awards made a comeback this year, recording a 40 percent increase in entries from 2019.

This year’s grand prix went to FP7 McCann Dubai for the “The Bread Exam” campaign for the Lebanese Breast Cancer Foundation. The Most Effective Advertising Agency Office of the Year title was awarded to FP7 McCann Dubai, while Omnicom Group’s PHD Dubai was named Most Effective Media Agency Office of the Year.

This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards by far across its network of agencies, including McCann Health and Momentum.

“Firstly, it was so good to see the industry come together for the first time since the pandemic started. Secondly, this being the pandemic Effies, every piece of work deserved double the applause as it was made amidst terrific stresses and restrictions,” Tahaab Rais, president of SLC and regional head of strategy and truth central at FP7 McCann MENAT, told Arab News.

He added that the record number of awards at this year’s event, as well as securing Most Effective Advertising Agency and Network of the Year for the 8th consecutive year, is “a testament to how if we, collectively and consistently, outthink, outwork and outcare as brands, agencies, and people, you do end up coming out on top all things being equal.”

Luca Allam, CEO of PHD MENA, said: “Delivering marketing effectiveness for our clients is PHD’s priority. For the last few years, PHD has held a proud track record at the Effies. We are courageous enough to make leaps, we are not afraid to creatively push the boundaries, and this award validates this effort. We are thrilled to be consistently delivering growth for our clients through great and innovative work.”

Other winners on the night included Wunderman Thompson, which bagged 13 awards, TBWA\RAAD shone after picking up 11 trophies, and Havas Middle East and the BBDO network both won five awards each.

The full list of winners can be viewed here.


Tunisia court frees TV host held over comments on president

Tunisia court frees TV host held over comments on president
Updated 25 November 2021

Tunisia court frees TV host held over comments on president

Tunisia court frees TV host held over comments on president
  • Zitouna TV presenter Amer Ayad had been arrested in October along with MP Abdellatif al-Alaoui, who appeared on his show
  • Both criticised the president's Sept. 29 appointment of Najla Bouden as Tunisia's first female prime minister

TUNIS: A Tunisian military court on Thursday ordered the release of a television journalist arrested last month after strongly criticizing President Kais Saied, his lawyer said.
Zitouna TV presenter Amer Ayad had been arrested in October along with MP Abdellatif Al-Alaoui, who appeared on his show.
The pair were held on charges of “plotting against state security,” Ayad’s lawyer Samir Ben Omar said at the time.
In the show, they both criticized the president’s Sept. 29 appointment of Najla Bouden as Tunisia’s first female prime minister.
Ayad was released on parole Thursday, Ben Omar said.
His trial continues, however, and the next hearing has been scheduled for Jan. 20, the lawyer added.
Alaoui, a MP for the Al-Karama party, had been released a few days after his arrest.
Al-Karama is an ally of the Ennahdha movement which had the largest number of seats in the parliament that Saied suspended in July.
On July 25, citing an “imminent threat,” Saied also sacked the government and put himself in charge of the prosecution.
On Sept. 22, he suspended parts of the constitution and installed rule by decree.
Alaoui had branded Saied’s measures a “coup” in the show hosted by Ayad.
Zitouna TV is considered close to Ennahdha and its ally Al-Karama.