New study on Saudi online ad-viewing habits released

Study aims to bridge the gap between traditional measurement metrics and actual human behavior. (Supplied)
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Updated 25 October 2024
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New study on Saudi online ad-viewing habits released

  • Plan to better tailor adverts for consumers in Mideast, North Africa
  • Online platforms surveyed include YouTube, Instagram, Snapchat

DUBAI: International advertising group Dentsu has released the results of a new study of the habits of Saudi Arabia and other consumers across five social media platforms including YouTube, Instagram and Snapchat.

The “Unlocking the Currency of Attention KSA” report “is the first in the world which specifically looks at the viewing and retention habits of our Arabic MENA audience,” said Ramzy Abouchacra, media practice president, dentsu MENA.

He added that “it’s set to reshape the way we create and disseminate advertising content” in the Middle East and North Africa region.

The study aims to “bridge the gap between traditional measurement metrics and actual human behavior, offering vital insights into how attention shapes advertising effectiveness,” he told Arab News.

To determine human behavior on social media, the study simulated real-world use of social and video platforms using tools including eye-tracking software and brand-recall exercises, he explained.

The results of the study were then analyzed to understand audiences’ attention spans and the impact of advertising content on consumers, he added.

One of the key findings of the study is that an ad being “viewable” does not guarantee it is “viewed.” The former refers to the opportunity for the ad to be seen whereas the latter ensures the audience has actively viewed the advert.

For example, at least 50 percent of the advert’s pixels should be visible in the browser window for a continuous 1 second for images and 2 seconds for videos.

Abouchacra said the shift to attention and impact is aimed at assessing whether an ad is “viewable,” or made available for someone to view. But also whether it is “viewed,” which means “catching the attention of desired audiences and therefore being actively viewed.”

This richer understanding of how audiences behave and consume content allows advertisers and agencies to better tailor their ad campaigns, he added.

Diving deeper, the study found that even though one platform had an average viewable time of 15.1 seconds, ads were only viewed for approximately 33 percent of that time (5.3 seconds). This suggested that the content did not capture the audience’s attention.

For example, if an ad is not interesting, the viewer might decide to step away resulting in the ad still being played, which in turn would make it viewable. However, it does mean it was not viewed because it did not capture the viewer’s attention.

“A reduction in views doesn’t necessarily mean that someone stepped away from a screen, it could also be that a viewer disconnects from the ad or diverts their attention to something else,” said Abouchacra.

He added that this was “particularly common in the era of multi-screen viewing habits — and therefore the content is not absorbed, reducing its effectiveness.”

Overall, social media content in the Middle East and North Africa region had “lower visibility” compared to international markets, but viewed times across most platforms was higher with an average time of 6 seconds versus a global benchmark of 4.36 seconds, he said.

This implies that audiences in the region are more inclined to watch content for longer, even though they may be presented with less opportunities to see it, Abouchacra added.

The report is another step in Dentsu’s commitment to Saudi Arabia with the network being present in the Kingdom for the last 17 years. This year it opened a regional headquarters in Riyadh in addition to the pre-existing office in Jeddah.

In a separate interview, Tarek Daouk, CEO of Dentsu’s recently created Middle East, North Africa and Turkiye operation, told Arab News the company wants to create a “locational and cultural hub connecting East and West.”

This would provide the “opportunity for local clients to expand globally, and international clients to engage with the growth opportunities within the Kingdom and beyond,” said Daouk.

 

 


Al Jazeera says the Palestinian Authority arrested one of its reporters

Updated 3 sec ago
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Al Jazeera says the Palestinian Authority arrested one of its reporters

  • The Qatar-based news network reported that its reporter Mohammed Al-Atrash was arrested from his home
The Al Jazeera news network says the Palestinian Authority arrested one of its reporters after preventing him from covering an Israeli operation in the occupied West Bank.
The Qatar-based news network reported Thursday that its reporter, Mohammed Al-Atrash, was arrested from his home.
It said Palestinian security forces had earlier prevented him from reporting on a large Israeli military operation in Jenin, an epicenter of Israeli-Palestinian violence in recent years. The Palestinian Authority launched its own crackdown on militants in the city late last year.
There was no immediate comment from the Palestinian Authority.
Both Israel and the Western-backed Palestinian Authority banned Al Jazeera last year. Israel accuses it of being a mouthpiece of Hamas over its coverage of the war in the Gaza Strip and says some of its reporters are also militants.
The pan-Arab broadcaster has rejected the allegations and accused both Israel and the Palestinian Authority of trying to silence critical coverage.
The internationally recognized Palestinian Authority administers parts of the Israeli-occupied West Bank and cooperates with Israel on security matters. It is unpopular among Palestinians, with critics portraying it as a corrupt and authoritarian ally of Israel.

‘Controlling technology does not bridge the divide,’ says e& chief at WEF

Updated 23 January 2025
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‘Controlling technology does not bridge the divide,’ says e& chief at WEF

  • Hatem Dowidar said that while poorer nations may lack the expertise and resources to build AI infrastructure, governance and data sovereignty could unlock opportunities for decentralizing such technologies
  • Brad Smith pointed to Microsoft’s $1 billion investment, in partnership with Abu Dhabi-based AI firm G42, in establishing a data center in Kenya as an indication of decentralization efforts

LONDON: Controlling key technologies such as artificial intelligence does little to bridge the divide between richer and poorer nations, hindering the potential to benefit all, according to Hatem Dowidar, group chief executive officer of e&.

Speaking at the World Economic Forum, Dowidar highlighted the need for a shift in mindset among regulators to “close the divide rather than widen it.”

He said that the challenge lay less in countries lacking the expertise or resources to build AI infrastructure and more in governance and data sovereignty issues, which often required external handling.

“We do have a couple of cases now where agreements have been done that allow for data to be handled securely,” he said. “In other markets, there are a few lighthouse cases that allows this to happen, and actually some of the hyperscalers — Microsoft and AWS — are working on creating these ring-fenced sovereign clouds that can serve countries from another country while really preserving that integrity and sovereignty.”

Dowidar explained that while many countries lacked access to AI know-how and connectivity, the energy-intensive process of training AI models presented perhaps a more significant barrier.

“So there is a possibility where you can have these central areas, where we can serve the countries that don’t have the massive energy needed to teach the models, but then we need to relax the AI data sovereignty issues,” he said.

Participating in the panel, “AI: Lifting All Boats,” Brad Smith, vice-chair and president of Microsoft, discussed his company’s push toward a decentralized approach to AI development. He pointed to Microsoft’s $1 billion investment, in partnership with Abu Dhabi-based AI firm G42, to establish a data center in Kenya as an example of such efforts.

“It is hard to spend a billion dollars to support 50 million people in Kenya alone, but we’re doing it,” he said. “But the real question is, can we grow that and can we reach Rwanda? We can, but only under one circumstance that you get Rwanda, Tanzania and Uganda and Kenya and Ethiopia, that you get the East African Community to decide together that they will all use that data center.”

He called this type of development “a data zone, just like we have free trade zones that will get us halfway there.”

However, Smith emphasized that the private sector alone could not shoulder the burden of such investments. Local governments and international institutions were essential to “kickstart the demand” if regions such as East Africa were to bridge the divide and compete on the global stage.

The panelists also criticized the US for its protectionist approach, particularly the imposition of export controls on competitive nations such as China.

While acknowledging that American technology currently held a significant edge, they argued that these restrictive policies were fueling rival nations to “catch up in various ways, partly by driving them to develop more frugal and innovative models.”


Middle East’s mass events are new scale of nation-building, marketing chief tells WEF

Updated 22 January 2025
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Middle East’s mass events are new scale of nation-building, marketing chief tells WEF

  • Sir Martin Sorrell said region is leveraging major events to reposition itself on global stage

LONDON: The Middle East has used large-scale events such as the World Expo and FIFA World Cup as transformative exercises in nation-building, Sir Martin Sorrell, executive chairman of digital advertising and marketing company S4Capital, told the World Economic Forum in Davos.

During a panel session called “Mass Events, Massive Gains?” Sorrell highlighted how countries such as Saudi Arabia and the UAE were leveraging major events to reposition themselves on the global stage.

“What’s really interesting about what's happening in the Middle East is we’re seeing nation branding on a scale that we’ve never seen before,” he said. “Because what’s happening in the Middle East is (that) the rulers of these countries are really thinking about not just (in terms of) sports positioning, (but) it goes much more (deeply), it’s about political, cultural, social positioning of the country.”

The region, particularly Saudi Arabia, the UAE and Qatar, has heavily invested in hosting high-profile events to boost international appeal while providing citizens with a growing array of entertainment and cultural experiences.

Dubai hosted the World Expo in 2021, the first such event in the Middle East, while Qatar welcomed a cumulative 3.4 million attendees during the 2022 FIFA World Cup, according to official figures.

Saudi Arabia has also expanded its portfolio of global events, hosting major sports competitions such as Formula One in Jeddah, the 2024 WTA Tennis Finals in Riyadh, and the Dakar Rally since 2020. Looking ahead, the Kingdom is set to host marquee events including the 2027 AFC Asian Cup, the 2030 Riyadh Expo, and the 2034 FIFA World Cup.

While these drive significant social and economic benefits, they also come with high costs. Sorrell emphasized the need for a more balanced approach to event planning in the future.

“There’s also an economic tension, because whilst it’s true that these events are very powerful, they’re also very costly,” he explained.

“So what’s happening is the events are going to have to be changed, in my view, in the longer term. One, they’re going to probably have less new facilities, and therefore (be) more economic. And they’re also going to have to be much more sustainable, and they’re also going to have to appeal to consumers, particularly Gen Z, who are different.”

On the same panel, H.H. Sheikha Latifa Bint Mohammed bin Rashid Al Maktoum, chairperson of the Dubai Culture and Arts Authority, emphasized the broader social impact of such events, particularly in enhancing quality of life and fostering cultural connection.

“Culture is a very important part of social fabric. It is the thread that connects communities. It is the thing that formulates your self-identity, creates your values, and it’s the thing that really connects people and brings people together,” she said.

Dubai, she added, has aimed to deliver strategies that provide opportunities for cultural industries to thrive organically and create that social cohesion.

For Anna Marks, global chair at Deloitte, the key lies in understanding the human need for connection and experiences, particularly among younger generations like Gen Z, who place a high value on belonging and social cohesion.

“When you look at some of the research out there around what Millennials and Gen Zs want, when they want to spend their money, they make choices, and they actually are telling us they want to spend their money on experiences and not product,” she said. “And that’s a really interesting trend.”

“You need to really come together, not just sort of cooperate by not getting in each other’s way, but deeply collaborate, agreeing what the vision is, building the solution together and delivering that. And (then) you move that into partnership and the economic aspect.”

To avoid creating unused facilities, Marks suggested repurposing venues for other uses, such as retail or community spaces.

“I think we should be excited about this sector,” she added.


Cybersecurity technology needs to move faster, says WEF panel

Updated 22 January 2025
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Cybersecurity technology needs to move faster, says WEF panel

DUBAI: Artificial intelligence is a big topic of discussion at this year’s annual meeting of the World Economic Forum in Davos, which is being held under the central theme of “Collaboration for the Intelligent Age.”

A panel on Wednesday titled “Cutting through Cyber Complexity,” brought together experts from the private and public sectors to discuss the increasingly complex world of cybersecurity in an age dominated by technology.

Wired magazine’s global editorial director Katie Drummond, who moderated the panel, set the stage saying that “factors like AI and emerging technology, geopolitical instability, supply chain vulnerability and talent shortages” combined make cybersecurity considerations more complicated, potentially “exacerbating inequity across the board.” 

As governments push the adoption of technology, they must also ensure that the devices and platforms people use are safe, said Malaysia’s minister of digital, Gobind Singh Deo.

Last year, for example, Malaysia implemented the Cyber Security Act, establishing regulatory standards for the country’s cyber defenses, amended its data protection laws and introduced data-sharing legislation, he said.

The most important thing now, in this digital revolution, is speed, according to Oscar Lopez, Spain’s minister for digital transformation and civil service. 

In addition to regulation, which is devised and implemented in conjunction with the EU, Spain is investing in infrastructure, skills and education, he added.

With 66 percent of organizations being concerned about AI’s impact on cybersecurity, according to WEF’s latest “Global Security Outlook” report, there is an urgent need for governments and businesses to build systems to counter cyberattacks. 

Hoda Al-Khzaimi, associate vice provost for research translation and entrepreneurship at New York University Abu Dhabi, highlighted that cyber attackers have access to information and opportunity as well as the agility to build platforms and increase the threat level of attacks.

However, she added, there is room for improvement in the structures required to counter those attacks as evidenced by the Colonial Pipeline ransomware attack in 2021. 

Like Lopez, Al-Khzaimi emphasized the need for speed in building faster and more agile structures, saying that attackers take seconds to decimate a system, which will take months and years to rebuild. 

This is partly because “larger companies are stuck with inertia and that’s really what’s causing all the issues,” said Jay Chaudhry, CEO, chairman and founder of IT security company Zscaler.

“Hackers have no inertia,” he said.

Chaudhry said organizations and governments need to move away from old technologies like firewalls and VPNs to a zero-trust cybersecurity architecture, which is based on the principle of not trusting anyone — even those inside the system or organization, unlike a firewall.

“Technology needs to move,” and it is not necessarily the government’s job to push it; if anything, “over-regulation can stop things,” he added. 

The CEO and co-founder of industrial cybersecurity technology firm Dragos, Robert Lee, echoed the sentiment.

He said: “We need a lot more (of an) approach to harmonization of regulation, especially for multinational (companies).”

Lee also presented an alternate view to the adoption of emerging technologies and automation, highlighting the perils of digitization.

“Some of these private companies are so excited to take that automation journey … that they really don’t understand some of the systems they’re putting in place,” he said.

“This means that when something goes wrong, it’s difficult, if not impossible, to pinpoint the cause if the company hasn’t invested in the right systems ahead of time,” he added. 

Lee said that there is a lot of conversation around “the next big thing” and AI, but “you have no idea how little is being done correctly. The basics do work. It’s just (that) a lot of companies aren’t doing the basics.”

 


Trust identified as cornerstone of journalism in AI era, WEF panel hears

Updated 22 January 2025
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Trust identified as cornerstone of journalism in AI era, WEF panel hears

  • ‘Despite continued criticisms, people trust human more than robots to deliver the story,” says Mina Al-Oraibi, The National’s editor-in-chief

LONDON: Trust will remain the defining characteristic of journalism in the age of artificial intelligence, protecting the industry from being “taken over by robots,” panelists said on Tuesday.

Speaking at “Scrolling Media’s Future” on the second day of the World Economic Forum in Davos, Switzerland, Mina Al-Oraibi, editor-in-chief of UAE daily The National, said trust had become a central pillar in the survival and evolution of journalism.

“We approach it (AI) in three different ways. One is organizing information, and that’s incredible, because there is all this information out there. We just don’t have enough time to process it, understand it,” she explained.

“Pillar number two is efficiency. Unfortunately, usually companies think efficiency means let people go, but actually it’s efficient to (consider) how do you free up more of their time, not doing the mundane tasks.”

However, she noted that the third aspect — verification — was where much of the concern lay.

The rise of AI as a disruptive force has significantly impacted journalism, particularly with the emergence of tools such as deepfakes and generative AI capable of mimicking human output. This has led to increased skepticism among audiences, even as traditional media faces ongoing criticism.

“With AI producing content that sounds like you but isn’t you, there’s a growing trust issue. Readers, despite their complaints about the media, still trust journalists more than machines. They trust a human to go out and gather the story,” Al-Oraibi said.

The Iraqi-British journalist, who has led the Abu Dhabi-based English-language newspaper since 2017, expressed optimism about journalism’s resilience, saying that such trajectory revealed a “kind of silver lining that there’s still a role for us, and it won’t be taken over by machines.”

Al-Oraibi illustrated her point with an example involving Justin Bieber, who sparked controversy at the start of the Israel-Hamas war by sharing an Instagram post with a photo of a demolished building in Gaza alongside the message “Praying for Israel.”

“It went viral because everybody thought because he’s a celebrity, he’s somebody they (can) trust,” she said. “(In episodes like this), we see the value of strong journalists. We see the value of news gathering and going out there and getting the story, and that’s what we want to have our journalists do.”

Speaking on the same panel, Daniel Roth, editor-in-chief and vice-president of content at LinkedIn, highlighted how the platform’s structure, which prioritizes content quality over popularity, has helped mitigate the impact of AI and misinformation.

“We have not done a lot of the attention economy work that other platforms have done that also keep it safe,” Roth explained, noting how, like in LinkedIn, “AI is going to stay away from doing anything highly opinionated.”

“If you have people who are experts and have very strong opinions and can sway an audience, I think that’s going to do well,” he said, adding that AI’s impact on breaking news — a core journalistic area — would remain limited.

James Harding, founder and editor of Tortoise Media, agreed with many points raised but warned the rapid development of AI tools capable of generating videos, images and stories will exacerbate the current information overload. This, he suggested, could have significant economic implications for media outlets.

“Human-generated information, verified information, reliable information, is going to become a smaller proportion of that (amount of info),” Harding explained. “At some point it’s going to be the case that advertising-based news media is going to find it harder and harder because it’s just managing to command a smaller amount of the public’s attention.”

Harding also discussed Tortoise Media’s recent acquisition of The Observer, the world’s oldest Sunday newspaper. While some view the purchase of a print-focused publication as counterintuitive in a digital-first era, Harding framed it as a strategic move to enhance Tortoise’s digital reach.

“We appreciated the value of print and what it could do in terms of broadcasting, the value of the journalism as a platform for advertising and as a way, in fact, of recruiting digital subscribers. But it was, what Mina was saying was that you have something that has an identity and a meaning to people, that you can then build a relationship in digital,” he said.