Eyad Zarea, GM at Carat KSA
Once upon a time, the whole family used to gather around the TV box and enjoy watching both programmes and advertising for hours on end without any distractions. That time was when advertisers used to air one TV spot and it would reach 80-90 per cent of the population.
Fast-forward to today and this advertisers’ heaven has disappeared. Today, with the progressive growth of internet speed, online video content and social media platforms, advertisers and media agencies are struggling to achieve sufficient reach using TV alone.
In 2017, the first data from Saudi Arabia’s people meters cam
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