WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?
Last year has been exceptional: Digital OTT grabbing focus with Platforms shift from SVOD to AVOD with the leadership of NETFLIX.
FAST! The buzz the word in 2023. Channels were lunched with 2 formats:
- Streaming Short Format Content, Acquiring AVOD rights.
- Thematic Channels, which is content refurbished under genre / theme.
Premium content went live for FTA or AVOD. Local broadcasters acquiring rights for Sports events and offer it free on Linear, AFC on Abu Dhabi Sports. Ramadan premium content available free for viewers across linear and digital, with digital 1st.
Saudi Arabia has always been the major market to focus brand communication on TV. Last Year, we have observed an emphasis on relative local contribution, in contrast a lesser weight towards a Pan Arab or a GCC plan.
Consolidation last year was a driving force in the market with networks consolidating business to enhance market share and build synergies.
WHAT WILL BE THE MOST NOTABLE CHANGES IN 2024?
For TV to stay relevant efficiency KPI’s to be on a high drive with TV trading discussions. Guaranteed performance ROI on TV spends will be the opening topic in commercial discussions.
Relevance to local audiences will be key with local Production a priority for broadcasters and Platforms to be addressing key markets. Thematic Genres to be secondary.
Digital OTT AVOD advertising to scale up with key drivers: FAST, live sports and premium content accessibility.
Media alliances will be formed to expand the partnership models from product collaborations to commercial and solution contribution. Alliances will be initiated and developed to cater to client needs with a one-plan structure contest of multi solutions and mediums.
HOW IS THE ROLE OF YOUR AGENCY CHANGING?
ATL’s role will focus on delivering efficiencies across verticals and adding value for advertisers. ATL’s role is a multi-dimensional versatile impact. Multiple media solutions in TV, digital, events and cinema.
Multiple regions to deliver across MENA. A unique role ATL plays is addressing Arabs and non-Arabs, and international markets.
Geographical Presence: ATL is open for collaborations in UAE, KSA, EGYPT and MOROCCO.
A main new venture will be live sports, which will be announcing in 2024. One event has kickstarted with ILT20 Live on Zee. In Short, ATL agency will act as a consultant contributing to achieving client’s KPIs.
HOW ARE CLIENTS’ DEMANDS CHANGING?
Clients are demanding from partners to address and upgrade KPIs taking relevance to the consumer/ viewer as a major component to deliver. Tighten up efficiencies in trading and communications. Plan and offer multi-solution systems with addressable message focus.
-By Medhat Houalla, Executive Vice President – Ad Sales & Syndication, ATL Media
