GCC nationals will drive digital growth

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Zeid Nasser, founder of mediaME, talks to ABTV about the drivers of growth in digital media

Digital media and marketing will see its biggest growth only when the GCC’s local population recognises its benefits, the founder of mediaME has told Arabian Business TV.

Despite increasing marketing budgets, the region’s digital industry will remain fragmented until the local population starts to use it, Zeid Nasser, founder of mediaME said.

“When the local Arab, the indigenous populations start to believe in online and start to buy products online that’s when you’ll see the shift,” he said.

The Levant countries are still lagging behind in terms of a shift to digital, he added. “The GCC is where it’s happening in terms of online advertising and it’s natural because the GCC is a big advertising spender [and therefore] a big online spender. The multicultural nature of the GCC is really helping.

“In the Levant region the online industry is still in its infancy. Jordan, Syria, Lebanon and the Palestinian Territories I would say [are spending] less than 0.5 percent [online].

MediaME is the Middle East’s largest online community of advertising and media professionals.

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