Online advertising on rise across MEA
International Data Corporation (IDC) report entitled ‘New Media Market: Internet Advertising Spending in Middle East and Africa in 2013 and 2014-2018’, reported that online advertising in the Middle East and Africa is forecast to experience a 27% compound annual growth rate (CAGR) from 2013 to 2018, It Web Africa reported. The IDC’s forecast attributes the shift to online advertising to increasing internet usage. Internet World Stats claims that Africa had 240,146,482 internet users in December 2013. This means the continent has an internet penetration rate of 21.3% against the backdrop of its estimated 1,125,721,038 population. “Continuous developments within the internet advertising market are driving increasing numbers of organisations to leverage low-cost options such as Google Adwords or Facebook Ads to target their customers in a more efficient manner,” the IDC said.