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Home  News Advertising News Advertisers Business Group launches workshops
Advertisers Business Group launches workshops |
Written by AdNation Editor, Tuesday, 15 June 2010
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 The Advertisers Business Group (ABG), which represents the interests of companies responsible for around 75 per cent of regional ad spend, held the first in a series of workshops last week.
Entitled "Marketing Effectiveness in the Middle East", the first session was conducted by Jayant Bhargava, of consulting firm Booz & Company, which ran the event.
One of the main topics, according to the press release, was "the radical shift in media consumption from traditional mediums to digital platforms".
"Younger segments spend more time consuming media on their mobile than talking. At the same time, multitasking across media platforms is becoming more widespread”, said Bhargava, according to the press release. Also, guess what, "social networking and digital video usage is increasing", apparently at "alarming" rates. Alarming for whom? Not the people using them.
Maybe I'm just grumpy today, or maybe Bhargava was an enthralling and educational speaker, and the press release has failed to convey the important bits of his speech, but this was supposed to be a workshop for industry professionals - marketing managers and such - right? So surely they should already know all about "the unique set of challenges faced by advertisers in the Middle East including lack of transparency in the overall advertising business model, fragmentation of media, lack of reliable audience measurement, below industry standards in digital marketing formats and a heterogeneous consumer environment"? Shouldn't they? All these points have been discussed endlessly for the last four or five years.
Talking about problems is a good idea, for sure. But there comes a time when it just starts to look like procrastination if you don't actually offer some solutions.
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