Twitter launches advertising services in Middle East

DUBAI Sun Jan 27, 2013 9:25pm IST

Related Topics

Stocks

   

DUBAI (Reuters) - Twitter Inc launched advertising services in the Middle East and North Africa on Sunday as the social media firm seeks to exploit a tripling of its regional subscriber base following its widespread use during the Arab Spring protests.

Digital advertising is relatively undeveloped in the region, accounting for an estimated 4 percent of its total advertising spending, but a young, tech-savvy population and rising Internet penetration points to significant potential for growth.

"The two are interconnected - the rapid growth of our user base with the timing of why we want to help brands connect with that audience," said Shailesh Rao, Twitter vice-president for international operations.

Twitter does not provide a regional breakdown of its more than 200 million users worldwide, but Rao said its MENA subscriber base had tripled in the past 12 months.

The company has recruited Egypt's Connect Ads, which is ultimately owned by Cairo-listed Orascom Telecom Media and Technology (OTMT.CA), to launch advertising initially in Egypt, Saudi Arabia, Pakistan, Kuwait and the United Arab Emirates.

Pepsi (PEP.N) and Saudi telecom operator Etihad Etisalat 7020.SE (Mobily) are among its confirmed clients, the company said.

Twitter says the products it promotes typically have an audience response rate of 1 to 3 percent, significantly higher than traditional advertising rate of 0.1 to 0.5 percent.

"Social media advertising is totally different because it relies on what people say. It's about two-way, not one-way, communication," said Mohamed El Mehairy, Connect Ads managing director.

(Editing by Jane Baird)

FILED UNDER:

Reuters Showcase

Documentary Banned

Documentary Banned

Documentary on 2012 Delhi gang rape banned in India.  Full Article 

RBI Rate Cut

RBI Rate Cut

RBI surprises with post-budget rate cut.  Full Article 

Beef Ban

Beef Ban

After beef ban, Hindu groups force abattoirs to close   Full Article 

Insurance Reforms

Insurance Reforms

Opposition support bolsters prospects for insurance reforms.  Full Article 

Axed by Censors

Axed by Censors

India's censor blocks 'Fifty Shades of Grey' from cinemas.  Full Article 

Bollywood Focus

Bollywood Focus

Franchise Man swoops in to save Bollywood.  Full Article 

Reuters Exclusive

Reuters Exclusive

India expects better monsoon rains this year.  Full Article 

Reuters Interview

Reuters Interview

Budget lacks wow, but good enough: Jim O’Neill.  Full Article 

Slim Chances

Slim Chances

Dozens of miners missing, feared dead after blast in east Ukraine.  Full Article 

Reuters India Mobile

Reuters India Mobile

Get the latest news on the go. Visit Reuters India on your mobile device.  Full Coverage