As new media usage increases and traditional advertising faces challenges in the Middle East, Signage, Imaging and Media Exhibition and Conference (SIM) presents solutions for current advertisers and offers a snapshot of the future regional market.

SIM is the region's most comprehensive event bringing together key sectors and players from the region's marketing and communications industry. Taking place from 18 to 20 October at Abu Dhabi National Exhibition Centre, the event comes at a critical time for businesses in the region looking for cost-effective ways to advertise.

Traditional media is facing challenging times during the global economic crisis. Businesses are carefully evaluating their advertising strategies and being more discerning with their advertising spend. In response, marketing professionals are seeking alternative means to communicate with consumers, while publishers and journalists must appropriate the latest developments in media to remain attractive to advertisers.

Meanwhile, new media usage is growing rapidly in the Middle East, a region with more than 85.5 million internet users according to Euromonitor International figures. Social networks like Facebook, Twitter and its Arabic language counterpart Watwet dominate internet usage, accounting for 48% of website hits in the region.

"Non-traditional media is seeing near exponential growth in the region, and consumers quickly rank social networks as a preferred method of communication," said Ed Malkoun, Group Exhibition Director at IIR Middle East, the organisers of SIM.

Recent research from Spot On Public Relations reveals the potential for advertising and importance of marketing with social media; 70% of Twitter users in the region formed a more positive perception of a brand due to an engagement on Twitter, and 52% say they developed a negative perception of a brand.

As more consumers in the Middle East sign up for social networks and journalists embrace Twitter and Facebook as professional tools, new media becomes increasingly important for the marketing and communications of companies in the region, and they cannot afford to be left behind.

"Companies have been forced to address how their brand is portrayed in non-traditional media, and they've found that participation is crucial," Malkoun commented.

"New media is here to stay, and industry professionals must learn how to communicate key messages in non-traditional forms, but more importantly how to shape direct responses to consumer feedback on social media networks."

"The 2009 edition of SIM will be an effective and inclusive platform for marketing and communications professionals to address benefits, challenges and solutions for the new media revolution, and how to remain ahead of the curve with a complete PR strategy."

SIM's dedicated two-day forum for Social Media will discuss new developments and present a wide range of examples utilising social media to its potential, and offer opportunities for marketing and communications professionals to develop a successful and integrated public relations strategy using social media channels.

Leading figures in the marketing and communications industry speaking at the forum include Husni Khuffash, Country Business Development Manager of Google UAE; Joel Berger, Managing Director of Fox Interactive Media/MySpace Germany; and Andrew Bleeker, the new media director for the largest social media campaign in history: Obama for America, Barack Obama's 2008 presidential campaign.

After a highly successful inaugural year in 2008, SIM returns to Abu Dhabi with a renewed focus on delivering non-traditional media solutions that are cost effective and have expanded reach. The exhibition also caters to signage and imaging, featuring the latest products and technology in digital printing and cutting edge advances in the photographic and imaging industry.

SIM's newly launched Conference Programme offers a combination of discussions on new developments and strategy for critical issues in marketing and excellent networking opportunities for members of the industry.

Dedicated forums include the Digital Signage Forum, Google AdWorks Workshop, Outdoor Advertising Forum, Digital Printing Forum, and Dedicated forums include the Digital Signage Forum, Google AdWorks Workshop, Outdoor Advertising Forum, Digital Printing Forum, and iPhone Programming Workshop.

The power of social media is tremendous. Paris Hilton's recent endorsement for Emirates Airlines is esteemed to be worth US$ 1.5 million.

Social media is more than Twitter, Facebook and MySpace; it's about brands having conversations and engaging with audiences. It's about the permanent change in the region's marketing, PR and news landscape.

IIR's Social Media Forum taking place on 18 – 19 October 2009 in Abu Dhabi National Exhibition Centre, explores how you can use social media more effectively within your overall strategy and discusses what social media can do for your business.

Probably the best and largest social media example comes from Barack Obama's campaign – Obama For America in which he used social networking sites, blogs, video-sharing and Twitter to spread the views and organise supporters.

Andrew Bleeker, Director Internet Advertising for Obama's election campaign and New Media Director, Obama Inaugural Committee, is keynote speaker at the Social Media Forum.

Be ready to explore regional social media case studies as well, with top-notch speakers including:

Martin Newland, Editorial Director, The National, UAE
Khurram Hamid, Global Head Mobile Marketing Innovation, Procter & Gamble, UAE
Husni Khuffash, Country Business Development Manager, Google, UAE
Joel Berger, Managing Director, MySpace, Germany
Arshad Khan, Senior Executive, Dubai Department of Tourism and Commerce Marketing, UAE

 

Digital adverts that watch your face to register if you are looking at them or 'talk' to you on your mobile could be the next big marketing innovations to hit the Middle East, says a leading industry observer.

'TV-like networked digital signage - also known as out-of-home advertising networks or narrowcasting - can increasingly be found in airports, hotels, malls, concourses, hospitals, doctors waiting rooms and supermarket checkouts,' said Spencer Felix, Exhibition Manager for the Signage, Imaging and Media (SIM 2008) trade show which takes place at the Abu Dhabi National Exhibition Centre from 25-27 November.

'The technology can be found virtually anywhere people can be found - particularly if they are waiting - as advertisers seek out better ways to reach their target markets,' he added.

'The very latest digital signage can also incorporate cameras that scan the faces of watchers to measure not just how many are looking but what kind of people they are and the level of their interest.

'While the digital signage and out-of-home advertising market is on a rapid growth path, until now the audience has been largely anonymous. This type of technology is dramatically changing the dynamics for advertisers.'

SIM 2008, the most comprehensive trade show for the regional marketing communications industry, will be providing a special focus on the latest technologies in digital signage which can range from simple text to full motion video with or without audio.

'The technology is now moving into areas that were once the realm of science fiction,' Felix said.

'Facial recognition technology, for example, can determine the gender, age range and ethnicity of the viewers - information which can trigger a different advert for a 50-year-old white male than the one displayed for a 20-year-old Asian female.

'A further development is combining the networked digital signage with mobile media enabling the user to interact on their Bluetooth phone with the signage or advert to obtain more local information about the product or subject.'

The world's largest supermarket checkout digital network is in the United States where one company has more than 19,000 screens running promotions, targeted advertising as well as a scrolling news ticker.

On a smaller scale, in the United Arab Emirates the Movenpick Bur Dubai Hotel has just installed a digital signage network to provide guests with current information on hotel promotions, services and local attractions.

'But while the Middle East and the rest of the world remains an emerging market for digital signage technology, China is the clear global number one with more than 100,000 displays installed and a collective market capitalisation of over $10bn,' Felix added.

'One company alone has set up a digital signage network across six major Chinese cities and is installing 11,000 screens in Beijing's government offices, banks, hotels, hospitals and stadiums for the Olympics.

The network has major contracts from McDonalds, Coca-Cola, Mercedes, Adidas, Nike, Siemens and Lenovo to name a few.

'To illustrate just how versatile digital signage networks can be, China's network was pressed into service in the aftermath of the devastating May earthquake in the Sichuan province, with over 300 large screens across the six cities providing TV programming and information on how to donate to China Red Cross relief and recovery efforts.'

SIM 2008 is a combination of three events under one roof providing access to important decision-makers from across the marketing spectrum throughout the Middle East.

The focus sectors of SIM 2008 include printing; signage; banners and posters; pre-press; digital imaging, capture, storage and processing; electronic media; advertising production; marketing and public relations; outdoor media; new media and entertainment.

Arab Media Group, the largest media organisation in the UAE, has confirmed headline sponsorship of SIM 2008 and Xerox are the platinum sponsors