Global digital advertising spend is growing at 37 per cent per annum, and is projected to reach a whopping $1 billion in 2017, according to a report by Middle East Communications Network (MCN).

But the regional digital advertising will climb even higher, as digital marketing is expected to dominate the scene in 2016, pointed out Lebanon-based Beirut In, a leading online solutions agency in the Middle East.

According to the 2015 Global Media Intelligence Report published by eMarketer, Internet penetration remains far higher in countries such as Saudi Arabia and the UAE than in Egypt or South Africa. The same report added that internet users in the UAE will register a growth by 4.4 per cent in 2015, 4.8 per cent by 2017, and 5.1 per cent by 2019.

Beirut In, which has recently launched operations in the UAE, is on a high growth track, mainly in Dubai, where platforms like social media and news websites are witnessing high traffic of unique visitors each day, said Jack Jendo, CEO and founder of Beirut In.

“Despite the fact that large numbers of audiences still rely heavily on traditional media platforms, digital marketing offers the best option for many consumers, including those with lower incomes, to go online,” said Jendo.

The global growth of the advertising sector is reflected positively in the Mena region. Newspapers remain broadly popular throughout the region but aren’t suitable for all advertisers, as readership on digital channels slowly pulls the rug from under it.

“The common trend in the region is now digital marketing, where many clients look for advertising that could be saved for days and even months before they disappear among the wide spread news, unlike traditional daily newspapers, which could reach to specific number of readers and then be ignored,” added Jendo.

Beirut In is the agency behind several successful social media accounts for companies and social figures from around the region. The company also offers other services of maximizing traffic, developing mobile apps, and designing websites.

“Marketing of a certain social media account for example could serve as an independent media platform on its own in the future. We have succeeded in reaching with many of the accounts we manage to millions of follows. This reflects the significant turnout on these platforms, and proves once again that it would account for the major share of this industry in the near future,” concluded Jendo. – TradeArabia News Service