沙特阿拉伯广告市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

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MARKETSAdvertisinginSaudiArabiaCHAPTER

01GlobalandregionaloverviewAdvertisingandmarketingspendingworldwidefrom2021to2024(inbillionU.S.dollars)Advertisingandmarketingspendingworldwide2021-20242,0001,8001,6001,756.61,6311,568.31,453.21,4001,2001,00080060040020002021*2022*20232024***3Description:Itwasforecastthat,in2024,advertisingandmarketingspendingworldwidewillgrowby7.7percenttoalmost1.76trillionU.S.dollars,upfrom1.63trilliondollarsayearearlier.Forcomparison,Australia'sgrossdomesticproduct(GDP)reached1.7trilliondollarsin2022,settingitastheworld's12thlargesteconomythatyear.ReadmoreNote(s):Worldwide;2021to2023;*Source(s):PQMedia;calculatedthefiguresbasedonthesource'sdata.**Forecast.2021dataretrievedfromanearlierrelease.Numbershavebeenrounded,

ReadmoreChangeinadvertisingspendingworldwidefrom2022to2027Adspendgrowthworldwide2022-202710.0%9.7%9.5%9.0%8.5%8.0%7.5%7.0%6.5%6.0%5.5%8%7.5%6.9%6.3%20226.3%2023*2024*2025*2026*2027*4Description:Advertisingspendingworldwidewasforecasttoincrease9.7percentin2024,markinganincreasefromthepreviousyear'sgrowthrateof6.3percent.Adspendgrowthratewasexpectedtodecreaseafter2024,beforereachinganestimated6.9percentin2027.ReadmoreNote(s):Worldwide;2022;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceAdvertisingspendingworldwidefrom2022to2026,byregion(inbillionU.S.dollars)Advertisingspendingworldwide2022-2026,byregionUnitedStates&CanadaAsia-PacificWesternEuropeLatinAmericaMiddleEast&Africa*CentralandEasternEurope900800700600500400300200100020222023**2024**2025**2026**5Description:Thesourceprojectedthatadvertisingspendingwillcontinuouslygrowinalmostallworldregionsbetween2024and2026.IntheUnitedStatesandCanada,thefigurewillincreasebyaroundninepercentinthatperiod,standingjustbelow358billionU.S.dollarsbythelatteryear.Meanwhile,LatinAmericawillexperienceanexpansionofapproximately23percent,whereasadspendinginCentralandEasternEurope(CEE)waspredictedtostale.

ReadmoreNote(s):Worldwide;2022;*Source(s):Dentsu;calculatedtheMiddleEastandAfricafiguresbasedonthesource'sdata.**Forecasts.Accordingtothesource,ArgentinaandTurkeyfigureswereadjustedforinflation.ReadmoreChangesinadvertisingspendingexpectedbymobileappmarketersworldwidein2024,byregionMobileappadspendinggrowthworldwide2024WewillspendmoreWewillspendaboutthesameWewillspendless120%100%14%13%37%16%18%80%21%60%40%20%0%66%66%50%Europe,MiddleEast,AfricaAsia-PacificNorthAmerica&LatinAmerica6Description:Duringanearly2024surveycarriedoutamongappmarketersworldwide,halfofrespondentsfromtheAmericassaidtheyexpectedtheiradspendingtoincreasein2024.IntheAsia-PacificregionandintheEMEAregion(Europe,MiddleEast,andAfrica)thatsharestoodat66percent.ReadmoreNote(s):Worldwide;asofJanuary2024;>500;amongappmarketersSource(s):LiftoffInternetadvertisingspendingworldwidefrom2000to2024,byregion(inmillionU.S.dollars)Globalspendingoninternetadvertising2000-2024,byregionCentral&EasternEuropeLatinAmericaWesternEuropeAsiaPacificNorthAmericaMiddleEast&NorthAfrica300,000250,000200,000150,000100,00050,00002000

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20212022*2023*2024*7Description:Internetadvertisingspendinghasbeenincreasingworldwideforthepasttwodecades,albeitatvastlydifferentspeeds.WhileNorthAmericamaintainsthetopdigitaladmarketglobally,withspendingsettosurpass223billionU.S.dollarsin2022,otherregionssuchasLatinAmerica,theMiddleEast,andNorthAfricaaretrailingbehind.ReadmoreNote(s):Worldwide;2000to2022;currentprices;*Forecast.ReadmoreSource(s):ZenithOutdooradvertisingspendingworldwidefrom2000to2024,byregion(inmillionU.S.dollars)Outdooradspendingworldwidefrom2000-2024,byregionMiddleEast&NorthAfricaCentral&EasternEuropeLatinAmericaWesternEuropeAsiaPacificNorthAmerica50,00045,00040,00035,00030,00025,00020,00015,00010,0005,00002000

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2022*2023*2024*8Description:In2022,spendingonoutdooradvertisingintheMiddleEastandNorthAfrica(MENA)regionisprojectedtoamounttonearly1.3billionU.S.dollars.Inthesameyear,theAsiaPacificregionisexpectedtosurpass19.2billiondollarsonout-of-homeadvertising,whichwasthehighestspendingamongallregions.ReadmoreNote(s):Worldwide;2000to2022;curentprices;*Forecast.ReadmoreSource(s):ZenithCHAPTER

02SaudiArabianoverviewTotaladspendinginSaudiArabiafrom2017to2028(inbillionU.S.dollars)TotaladspendingSaudiArabia2017-20283.53.23.042.883.02.52.01.51.00.50.02.722.542.372.181.991.691.661.571.4520172018201920202021202220232024202520262027202810Description:TheadspendingintheadvertisingmarketinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.7billionU.S.dollars(+27.56percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach3.2billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):SaudiArabiaSource(s):MosteffectiveadvertisingmarketsinMENAin2022(indexscore)MosteffectiveadvertisingmarketsMENA2022350318.1300274.325020015010050168.9101.69466.70UnitedArabEmiratesTurkeyIsraelLebanonSaudiArabiaEgypt11Description:In2022,themosteffectiveadvertisingmarketintheMiddleEastandNorthAfricawastheUnitedArabEmirates,with318.1points.Turkeywasthesecondmosteffectiveadvertisingmarket,with274.3points.ReadmoreNote(s):MENA;2022Source(s):WARCMostcreativeadvertisingmarketsinMENAin2022(indexscore)MostcreativeadvertisingmarketsMENA2022700576.46005004003002001000441.218673.750.4UnitedArabEmiratesLebanonSaudiArabiaEgyptTurkey12Description:In2022,themostcreativemarketintheMiddleEastandNorthAfricawastheUnitedArabEmirates,at576.4points.Lebanonrankedsecond,scoringat441.2pointsinthesameyear.

ReadmoreNote(s):MENA;2022Source(s):WARCSourcesofbranddiscoveryinSaudiArabiaasof3rdquarterof2022SourcesofbranddiscoverySaudiArabiaQ32022Shareofrespondents0%5%10%15%20%25%30%35%SearchenginesAdsonsocialmedia32.4%29%WordofmouthrecommendationsfromfriendsorfamilyRecommendationsorcommentsonsocialmediaBrandorproductwebsites27.4%26.9%25.7%25.2%24.8%OnlineretailwebsitesAdsonTVAdsonwebsites21.7%21.6%21.2%21.1%20.9%AdsinmobileortabletapplicationsBrands'socialmediaupdatesCelebrityendorsementsProductcomparisonwebsitesPersonalizedrecommendationsonwebsitesIn-storedisplaysorpromotionsTVshowsorfilms19.8%19.2%18.6%13Description:AccordingtoasurveyaboutinternetusageinSaudiArabia,32.4percentofrespondentsreportedthattheydiscoverednewbrands,products,andservicesviasearchenginesasofthethirdquarterof2022.Adsonsocialmediacameasaclosesecond,at29percent.ReadmoreNote(s):SaudiArabia;Q32022;16-64years;InternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

03TraditionaladvertisingPayTVrevenuesforSaudiArabiain2019to2025(inmillionU.S.dollars)PayTVrevenuesforSaudiArabiain2019-2025230222220210200190180170160150140130146145144143142141201920202021202220232024202515Description:In2019,payTVrevenuesforSaudiArabiaamountedto222milliondollars.ThisyearrecordedthehighestamountofrevenueearnedthroughpayTV.Incomparison,theywereexpectedtoincreaseuptoapproximately146milliondollarsin2025.TheSaudiTVindustryisdynamicandevolvingasnewtechnologiesemergeandaudiencesadoptnewcontenttypes.ReadmoreNote(s):SaudiArabia;2019to2021Source(s):Strategy&ShareofhouseholdswithpayTVintheMiddleEastandNorthAfrica(MENA)in2022,bycountryPayTVpenetrationMENA2022,bycountry100%91.3%90%80%70%60%50%40%30%20%10%0%81.7%35.5%23.4%22.5%

22.1%7.8%7%3.3%2.7%1.3%1.3%1.2%0.9%0.7%0.6%0.6%16Description:In2022,91.3percentofhouseholdsinQatarhadpayTV.TheUnitedArabEmirates(UAE)camesecondamongtheselectedMiddleEastandAfrica(MENA)countriesas81.7percentofthehouseholdsinthecountryhadpayTVthen.WiththeexceptionoftheGulfCooperationCouncil(GCC)countries,payTVpenetrationremainssignificantlylowinMENAcountries.ReadmoreNote(s):Africa,MENA;2022Source(s):DataxisTraditionaloutofhomeadvertisingspendinginSaudiArabiafrom2017to2028(inmillionU.S.dollars)TraditionaloutofhomeadvertisingspendingSaudiArabia2017-202810090.3687.7908070605040302010084.5968.3268.1367.6867.4366.6966.6966.6958.6953.6220172018201920202021202220232024202520262027202817Description:Theadspendinginthe'TraditionalOut-of-HomeAdvertising'segmentoftheadvertisingmarketinSaudiArabiawasforecasttocontinuouslydecreasebetween2024and2028byintotal1.4millionU.S.dollars.Theindicatorisestimatedtoamountto66.69millionU.S.dollarsin2028.ReadmoreNote(s):SaudiArabiaSource(s):TraditionalTVadvertisingspendinginSaudiArabiafrom2017to2028(inmillionU.S.dollars)TraditionalTVadvertisingspendingSaudiArabia2017-2028141211.7211.6211.5211.411.2710.8210.6310.5410.249.749.761088.95642020172018201920202021202220232024202520262027202818Description:Theadspendinginthe'TraditionalTVAdvertising'segmentoftheadvertisingmarketinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.5millionU.S.dollars(+4.44percent).Aftertheeigthconsecutiveincreasingyear,theindicatorisestimatedtoreach11.72millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):SaudiArabiaSource(s):CHAPTER

04DigitaladvertisingDigitaloutofhomeadvertisingspendinginSaudiArabiafrom2017to2028(inmillionU.S.dollars)DigitaloutofhomeadvertisingspendingSaudiArabia2017-202812010080111.14105.3599.5793.5488.1881.5373.4156.216052.9344.44202042.2620184020032.54201720192021202220232024202520262027202820Description:Theadspendinginthe'DigitalOut-of-HomeAdvertising'segmentoftheadvertisingmarketinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal23millionU.S.dollars(+26.08percent).Aftertheeigthconsecutiveincreasingyear,theindicatorisestimatedtoreach111.14millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):SaudiArabiaSource(s):DigitalvideoadvertisingspendinginSaudiArabiafrom2017to2028(inmillionU.S.dollars)DigitalvideoadvertisingspendingSaudiArabia2017-2028300250200150244.64234.21223.77213.12201.41188.23173.08162.53124.1990.23201910050070.22201843.58201720202021202220232024202520262027202821Description:Theadspendinginthe'DigitalVideoAdvertising'segmentoftheadvertisingmarketinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2028byintotal43.2millionU.S.dollars(+21.45percent).Aftertheeleventhconsecutiveincreasingyear,theindicatorisestimatedtoreach244.64millionU.S.dollarsandthereforeanewpeakin2028.Notably,theadspendingofthe'DigitalVideoAdvertising'segmentoftheadvertisingmarketwascontinuouslyincreasingoverthe[...]

ReadmoreNote(s):SaudiArabiaSource(s):SocialmediaadvertisingspendinginSaudiArabiafrom2017to2028(inmillionU.S.dollars)SocialmediaadvertisingspendingSaudiArabia2017-2028600500400300521.83500.34478.85456.35430.29399.78363.94341.75260.36235.33186.3920182001000121.942017201920202021202220232024202520262027202822Description:Theadspendinginthe'SocialMediaAdvertising'segmentoftheadvertisingmarketinSaudiArabiawasforecasttocontinuouslyincreasebetween2024and2