Four hours and 40 minutes. This is the average amount of time viewers in KSA spend watching television a day, according to KSA TAM’s latest TSV viewers report. Comparatively, people spend just under three hours on social media platforms (GWI).
Despite this, we are still seeing disproportionate media spend on social media platforms, compared to TV, which has been continually underrepresented in media plans in the region for a number of years. In fact, we only see about 12 per cent of media spend going towards TV, versus 35 per cent of the ‘pie’ invested in social.
So, why is this the case?
Prior to the recent update by TAM, there was a lack of transparency and trust in the measurement of linear TV viewership. Additionally, previous buying models were pan-regional. For this reason, many advertisers ruled out TV from their plans, viewing it as an inefficient media investment particularly when their products or services weren’t always available in every market, or when the audiences they did seek to target, were more niche.
Whereas, social media has historically provided advertisers the opportunity to target their audiences more efficiently; measure their performance in real-time; and as a result, craft better informed strategies and decisions on their investments.
But with the immensely positive evolution of TV over the last decade, there’s never been a better time to harness the power of TV.
Rise of subscription stacking
This trend reflects the ever-increasing diversity of new streaming players entering the market. I, for one, have five subscriptions to OTT platforms – and I’m not alone.
According to Ampere, nearly 40 per cent of households in the region have three or more subscriptions. For now, most of these remain as SVOD, but other markets have seen some of these global players offer AVOD – a sign that they are coming to our region very soon. OSN+, for example, are launching their advertising imminently.
The reach potential of media in the region
It’s also predicted that there will be more than 33 million pay TV and streaming subscriptions in the MENA region by 2028. Additionally, platforms like YouTube have immense reach, currently reaching 2.5 million people in the UAE and more than 12 million people in KSA through CTV alone.
These platforms are and will continue to provide immense targeting opportunities for brands. Addressable TV is expected to grow by 50 per cent globally by 2027, and by a whopping 125 per cent in the MENA addressable TV ecosystem by 2027.
A challenging landscape
The abundance of platforms, now available at our fingertips, provide consumers with a wealth of content to access at any time, from anywhere. But for advertisers, this presents challenges.
While the vast choice of channels is a welcome addition to the lives of consumers, it has created a somewhat fragmented landscape to navigate. Some channels, for example, are only accessible through specific tech partners and walled gardens. Equally, the richness of data now available to us presents its own challenges.
So how can you holistically plan, activate and measure to realise growth for your brand?
Harness the power of TV holistically
We set out to make it as easy as possible for advertisers to access, navigate and invest in this new TV world. Our learnings have led us to create a ‘single point of access’ where the data, technology, media or content, measurement and creative capabilities, are all integrated to make it easy and effective for our clients.
By leveraging our geo-first approach, brands have been able to plan activate and optimise to households that over-index against their target audiences, simultaneously personalising creatives to be truly addressable, resulting in the ability to measure full-funnel campaign objectives.
We’ve launched our proprietary product in more than 20 markets, bringing a solution to the MENA region earlier this year, knowing now is a pinnacle moment for our region.
The momentum of change in the TV landscape globally and regionally has presented brands with new challenges; but as with all challenges across all channels, the industry in the region is working quickly to ensure brands can conquer and harness this new and exciting potential of TV.
By Clare Fearon, Head of Media Solutions at GroupM MENA.
