Online advertising is expected to grow by four percent over the next three years in the Arab region, and reach an estimated Dh977 million ($266 million) by 2013, a report said.

The Arab Media Outlook reports that now online advertising draws only one percent of the overall advertising spend in the Arab region and is worth Dh206 million ($56 million). But it is projected to make a significant impact in the Middle East region from 2011 as its underutilised potential is harnessed by those who are ready to take advantage of online platforms.

Abdulla Al-Dabbagh, marketing manager, Yahoo Inc and speaker at the Total Marketing Summit, said: “There has been a shift from traditional advertising to online, with con-sumer and brands realizing that they need to be present. Online does not exist in isolation, but rather, should complement other brand activities.”

“With Internet penetration increasing across the region, companies are realising that online advertising can potentially act as a money saver, while still having a positive impact and reach a target audience. Nonetheless, the region is looking for innovation in terms of enhanced local content,” he said.

“Advertisers need to be sure that branding is locally relevant to the region. It is a chal-lenge to have global content hit a note with the regional audience. So all content needs to be relevant prior to going online. Advertisers also need a partner with a wide network reach, specialised targeting tools to reach the correct audience and a solid advanced technology platform,” said Al-Dabbagh.

Online advertising is one of the five verticals of marketing that will be discussed and debated at the Total Marketing Summit, to be held in Dubai from October 31 to November 3, 2010.

The Summit will explore the latest trends and thought leadership in ‘Branding,’ ‘Social Media,’ ‘Public Relations’ and ‘Search Engine Optimization (SEO).’  - TradeArabia News Service