As 2015 draws to and end, the Dentsu Aegis Network MENA teams look into their crystal ball to reveal what the 2016 digital media scene will look like

1. MENA
DIGITAL
PREDICTIONS
2016

2. "In the last 400 years, we missed the
major five technological revolutions;
the industrial revolution, steam
engines, steel and electricity,
automotive production and now I.T
since 1971 …this is our opportunity to
leapfrog into the next phase of
development if we all realize the
importance of this tech revolution that
is happening around us and support
it.”
Danny Farha (Founder, Bayt.com)

3. T H E B A C K D R O P
2016 will be seen as the year that
Digital in MENA graduates from
it’s three-year degree having
made significant advances in
Social, Mobile, Technology and
Commerce
The region’s is still witnessing a cultural shift amidst a
unique melting pot of young demographics, modernizing
lifestyles, techno-economic developments and a surge of
creative energy contributing to a unique spirit.
The Millennial demographic are driving the cultural
progression yet a contradiction exists: across MENA,
unemployment levels are very high for this age range
owing to economic and political instability. Yet this is the
same demographic that grew up with Google, are
impatient and have a relentless pursuit of progression -
hence emigration to the capitals within the GCC is
prevalent as new economic opportunities are sought
after. At the same time, the digital and technological
acceleration is benefiting from both trickle down and
fountain effect.
Governments are under pressure to embrace the digital
economy and the regions' five Smart Cities (Doha,
Riyadh, Jeddah, Dubai, Abu Dhabi) set the agenda for
Smart City living and the accompanying investment in
digital and technical infrastructures that aims to rival and
outperform Western and Asian counterparts.
Plus, the Millennial masses are glued to their phones,
their content and have the drive to make their dreams
come true. ‘If it doesn’t exist, let’s bring it’ + ‘You see it,
you want it’ + ‘You’ve not seen it yet?’ = a recipe of
creativity, content and commerce that shapes digital
media in powerful trends.
From an economic viewpoint, the region’s own
geopolitical uncertainties subsist whilst broader threats
ranging from falling oil revenues and weak financial
climates in Europe, Russia and China could have a
stabilizing impact on the economy. Growth is forecast to
continue, but in many fields including Marketing &
Communications, capitalizing on the growth will put more
emphasis on placing digital at the heart of the business –
especially against this backdrop of ‘the people and the
power’ digitizing in harmony.
Here we take a look at nine predictions (remember, they
might not come true) and understand how they could
have an impact on the digital ambition of our client’s
businesses.

4. P R E D I C T I O N S
1.TV Loves OLV (Screen Planning)
2.Internet Money (eCommerce)
3.Cultural Search
4.Arabs got Talent
5.Start-up allies
6.Digital Detoxing
7.Silvering Surfers (working title!)
8.Budget Redistribution (Creative)
9.Access not Ownership

5. T V <3 O L C
The discipline of
planning TV in
conjunction with OLV
(and Search and Social)
will become a standard
phenomenon in a
broadcast driven
Pan-Arab region

6. T V <3 O L C
Generation Y and Z are driving Online
Video consumption in the region
Global media platforms are betting big
on Video with YT, FB, IG all optimizing
for their video based products
2016 will see continued investment in
programmatic Video
Big FMCG players are stress-testing
TV+OLV combinations to improve their
always on presence (RB/MDLZ/COKE)
EURO2016 coverage will no doubt have
an impact on OLV viewing Pre-Ramadan
Triggers
15 15 16 16
16
6 5 5 4
2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20-29 30-39 40-49 50-59 60-64
KSA - Ratio of 'TV:OLV' (Avg. hrs spent per week)
TV OLVKSA – Proportion of TV:OLV (CCS 2015)
Twitter, YouTube, Facebook are continuously optimizing the video
viewing products across their platforms

7. T V <3 O L C
A media climate that demands
understanding of DAN’s TV Stack
initiative to build reach with OLV
New methods to achieve CONTINUITY
with the same broadcast budget
A change in the rules of Engagement for
social media channels that have strong
video reach capabilities.
Closer alignment with Creative: can the
viewing experience on social warrant the
use of the same TVC?
Client and Team’s familiarity with DAN
CCS Planner is essential for validating
the hypothesis
Implications
TV Stack; a Global DAN initiative designed to
redefine how we plan TV in conjunction with key
digital channels
DAN’s bespoke CCS Planner tool demonstrating
INCREMENTAL reach gained from planning OLV
with TV across budget levels

8. I N T E R N E T M O N E Y
The popularity of buying
Goods and Services
online will accelerate
and converge with new
media formats and
payment solutions that
help make the
experience more
seamless.

9. I N T E R N E T M O N E Y
Dynamic, young and connected
population at the top of their
consumption prime
More familiar with online payments; they
are already spending on content,
entertainment, travel, fashion
Shoppers are exposed to and inspired by
non regional online brands/products
Within Government’s Smart City
objectives, e-pay services are default
Convergence of media: Digital screens
are becoming more shoppable (OOH,
Facebook, Twitter, Instagram)
Spending in MENA will reach $15bn by the end of 2015
Virtual mall revealed at Gitex 2015 and being
trialed in Dubai metro stations
Triggers

10. Implications
I N T E R N E T M O N E Y
The 26-35 demographic are the main drivers; what is
their user experience vs. the broader target audience?
Certain categories have stronger potential than others:
Air Tickets, Electronics, Entertainment, Fashion
Online shoppers are likely to be more deal orientated;
are the client’s products available on the relevant
online vendors?
As Social and many other Digital touch points get
Shoppable, the surrounding digital experience has to
focus on: Simplicity and Security
Are clients ready to experiment and test new formats?
Instagram Advertising features shoppable Call To Actions
% of Purchasing Products/Services online (CCS 2015)
20
25
30
35
40
45
50
55
60
Under 20 20-29 30-39 40-49 50-59 60-64

11. C U L T U R A L S E A R C H
A third layer of Search
planning in addition to
CATEGORY and
BRAND terms that will
allow brands to be
visible on culturally
relevant terms

12. Triggers
C U L T U R A L S E A R C H
Brands want to be associated with
‘Cultures’ as they strive for a bigger
purpose with their target audiences
A link back to TV STACK whereby TV and
remains to be a cultural influencer
(especially in Western Europe and US)
Search captures the ‘I want to know that /
Did you see that’ moments triggered by TV
(Think about the trigger impact of a major
sporting event, say EURO2016)
Evidence from Google on an impression on
a search result page having a positive
effect on brand metrics
Examples of MasterCard UK Cultural search terms that
would be added to Category and Brand
Google UK Evidence; the impression can contribute
to Brand Image and TOMA

13. Implications
I N T E R N E T M O N E Y
The 26-35 demographic are the main drivers; what is
their user experience vs. the broader target audience?
Certain categories have stronger potential than others:
Air Tickets, Electronics, Entertainment, Fashion
Online shoppers are likely to be more deal orientated;
are the client’s products available on the relevant
online vendors?
As Social and many other Digital touch points get
Shoppable, the surrounding digital experience has to
focus on: Simplicity and Security
Are clients ready to experiment and test new formats?
UK content examples for MasterCard and Special K
Bespoke DAN SRP tool using Nielsen and Google
AdWord Search Demand (being developed for MENA
region)

14. A R A B S G O T T A L E N T
A new breed of
homegrown digital
superstars will
continue to create,
share and influence
content in their own
charismatic, witty and
sometimes taboo
ways.

15. Triggers
Fuelled by social media remaining as the
most powerful vendor of expression
amongst Arab youths
Expression is easier, instant and liberating
from the censors
Content viewers and creators are just as
exposed to Western content / comics /
memes as their Euro/American
counterparts
Sharp popularity of talents from across the
region:, Amy Roko etc, Abu Jfeen,
Muhamed Ahmad Abi to name a few
Increasing acceptance for a new tone of
humor that is wittier, cheekier, playing to
stereotypes and can be borderline taboo
A R A B S G O T T A L E N T
AMY ROKO AHMAD ABI
SHERIF FAYED AHMAD ABI

16. Implications
Arab Millennials appreciate Arabic content. Is the
content being developed for the brand culturally on
track with what is trending?
Appreciate the nuances in comedy; GCC humor plays
to stereotypes, Egyptian humour is more self-
depricative
The media industry is reacting and commercializing the
ability to work with these talents: Telfaz11, Sa7i,
UTURN, Vinelab, Daily Motion etc
Be wary of the promiscuity of influential talents, why
should they be loyal to working with your brands?
Setting up Social Listening is critical to really gauge
how far a sphere of influence you can reach
A R A B S G O T T A L E N T
Regional content specialists
Nancy Ajram collaborating with these brands in 2015 + Ann LENE brand

17. S T A R T U P A L L I E S
The region’s
abundance of Start-
ups will serve as a
critical ally to solving
our client’s business
challenges in smarter,
more agile and faster
ways.

18. Triggers
MENA governments are investing in start-
ups; positive contribution to a digital
economy and thriving on a growing
entrepreneurial spirit in the region
(TwoFour54)
Established hubs exist in Dubai, Abu
Dhabi, new hubs are emerging in Cairo,
Beirut, Tehran
We are starting to receive client’s
briefs/problems where media solutions can
not solve the true business challenge
Further, the impact of media is evolving
beyond screens and into the broader
virtual or physical ecosystem
S T A R T U P A L L I E S
Hyundai x Arabnet; Start Up Competition Lebanon

19. Implications
Start-ups understand agency pressures and
the need to sell in. They’re likely to have a
prototype/demo up their sleeve rather than
building from scratch
Ability to offer some truly innovative and
agile thinking within Convergence Planning,
especially within 70/20/10
Relationships matter, both for how we work
with them and how we set up success with
the (right) clients
S T A R T U P A L L I E S

20. D I G I T A L D E T O X I N G
Across certain personas,
time spent with key digital
devices and apps will
reduce – this could be
prevalent amongst Young
Modern Mums and
Millennials

21. Triggers
More media coverage in the region on the
impact of screens on young children (linked to
ADHD and mental health disorders) and
Adults!
The buzz of ‘Organic Parenting’ amongst
Western media, encouraging less screen time
and more play time
Effective treatment for NOMOPHOBIA [noh-
muh-foh-bee-uh] the irrational fear of being
without one’s mobile device is on the rise
Indications that Millennials in US/Europe are
cutting down and streamlining their app
usage. Evidence of the same trend in MENA
with Millennials using less conventional social
apps in favor of Whatsapp or similar Instant
Messaging platforms
D I G I T A L D E T O X I N G
“Take family
gatherings, there is
barely any interaction
time anymore due to
the excessive use of
technology…”
(Euromonitor KSA Daily
Lifestyle 2015)
0
20
40
60
80
100
KSA All 18-34 usage (Vert%, CCS)
2012 2015
2012 vs 2015 in KSA, YouTube usage is
steady whilst Facebook declines in replace
of Instant Messaging (Whatsapp)

22. Implications
FROM: Use digital to buy valuable time
TO: Use digital to CREATE valuable time
Fascinating behavior where brands can get
on the side of the parents and younger
audiences even with digital if planned
carefully (e.g. Innocent Smoothies /
Rexona)
A valued incentive or prize for loyalty
schemes / activations / competitions
For younger audiences; the attention is
being harder to attain. The metrics that
demonstrate true engagement are the only
ones worth focusing on
D I G I T A L D E T O X I N G
Rexona DO:MORE is a global philosophy, a rallying cry
for those who want to devour life and all that it brings
Innocent UK: Annual ‘Unplugged’ festival where
attendees are off the grid and leave their mobiles behind

23. S I L V E R I N G S U R F E R S
The over-50s in MENA
will represent the
demographic that
many online and
social platforms see
the sharpest growth in
frequent usage

24. Triggers
Globally, older generations migrating to digital
technology; in their offices, their cars, their
phones and gadgets – no different in MENA!
Offline traditions have gone digital, especially
networking within the family: What’s App
family and home groups, cooking groups,
Majlis etc
Growth in adoption of social amongst the
older generations – they don’t want to feel
any less connected than the youth
S I L V E R I N G S U R F E R S
0
20
40
60
80
100
KSA (45-54) UAE (45-54) KSA (55+) UAE (55+)
% People Using a Smartphone
2014 2015
Google Consumer Barometer: UAE and KSA Smartphone adoption
0
10
20
30
40
50
60
70
80
KSA: Social Applications Used (Vert %, CCS
2015)
15-44 45-65
In KSA, over 30% of those aged 45-65 are using
Instagram or Twitter and even 8% are using Snapchat

25. Implications
Further rationale for considering Video
within Screen planning; likely that the time
spent on digital platforms has been stolen
from TV and Print
Consider that their digital usage may be
more ‘Practical’ rather than ‘killing time’
when compared with the Gen XZ
demographics. Digital content / apps /
experience that aid lifestyle and health
management are more meaningful
A different approach required to building
engagement: helping solve a problem >
selling and capturing their attention
Understand their decision making and
customer journey; are they quick, impatient
decision makers or are they interested in
the finer detail and willing to spend more
time on the research / purchase process?
S I L V E R I N G S U R F E R S
Growing popularity with region specific M-Health apps and
websites such as AlTibbi medical portal
UK Bank Barclays set up the ‘Digital Eagles’ team, a free service
that helps customers keep to date with technology

26. B U D G E T
R E D I S T R I B U T I O N
Creative production
budgets will start to
be redistributed to the
digital channels that
demand harder
working, inspiring and
share-worthy content

27. Triggers
Fuelled by thinking and evidence from the suppliers
themselves; Facebook, Instagram, Twitter cite best
practice to strengthen the creative integrity and
production quality of content
The numbers aren’t lying – small screen digital formats
are getting more shares, views, likes and digital
recognition than some offline channels
The audio visual experience of emerging social channels
is forcing brands to get creative: Snapchat, Tumblr, Vine
etc
Burberry are
consistently
pushing new
social media
platforms to
their creative
limits. The
experiences
themselves
make
newsworthy
editorial for a
Global audience
Instagram guidelines: 1) Have a Unique POV, 2) Have
a central Idea / Concept, 3) Have well-crafted visuals
B U D G E T
R E D I S T R I B U T I O N

28. Implications
Encourages stronger collaboration between
media and creative on the shelf life and
exposure of the placement across the whole
ecosystem and the creative effort needed;
especially for video content! BUT it can take
time to craft stronger assets
Plan for stories/content series over
individual pieces . . . What is the impact of
sequential messaging and story-telling
based media planning?
Implications within TV Stack thinking; can
Social be an effective way to test creative
direction ahead of big shoots?
Ask yourself WABT: WOULD ANYONE
BOTHER THOUGH?
Have your teams and clients attended an induction
with your creative agency to understand the
process and capability?
This year Facebook began to share ad relevancy
scores, placing more emphasis on both the quality
of the content and the targeting used
B U D G E T
R E D I S T R I B U T I O N

29. A C C E S S C U L T U R E
A continuing (Global)
phenomenon whereby
more of the services we
rely on will be accessed
but not actually owned
(Lifestyle / Travel /
Entertainment)

30. Triggers
The sharing economy is being more
acceptable; Millennails are accustomed to
having without owning and for Generation Z
it’s a no-brainer
Successful Global business models expanding
to the region and becoming more default
(Uber, AirBNB, Anghami)
These services compliment the transient and
fast paced lifestyles of urban living in MENA
Accelerated by start-ups experimenting with
the possibilities of the sharing economy
A C C E S S C U L T U R E
Uber continuing to expand in KSA, Egypt, Pakistan and Oman.
Careem, the rival is also getting local investment
UAE based Designer-24 emulates the US ‘Rent-the-
runway’ business model

31. Implications
Many industry verticals are being disrupted; fashion,
cars, music, hotels, banking – is your client’s business
model under threat?
Opportunities to form alliances with the services if the
brand is relevant in a peripheral way (GM + Uber Fleet,
IKEA + Air BNB)
Liberating experience for the user (Uber offering free
lifts to Saudi women in the elections, Netflix
substituting for the Cinema experience)
Mobile is at the heart of the connection, experience
and word of mouth
Fierce competition in certain services…MUSIC!
A C C E S S C U L T U R E
McLaren partnered with Uber to offer an unforgettable Test Drive to
prospect drivers in Dubai
Competition in Music Streaming will intensify in 2016 as the main
players look to invest and grow their user base

32. THANK YOU
For any further queries, discussions or
general geeking out please contact:
alex.jena@dentsuaegis.com