Only a few years ago, most MENA advertisers where asking a very legitimate questions. Why Online?
The answers where many, generic and basic. It was about penetration and demographics. Digital spent in the West vs. MENA and many other digital media insight crumbs.
Nowadays, the game has changed. Advertisers became more sophisticated and knowledgeable. How Online? is the new currency. Leads, Acquisitions, engaged, likes, fans, tweets and retweets are some of the new KPI’s.
Still stuck with click rates (CTR), time to move on don’t you think?