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:
Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.

  • Most Popular
  • Most Shared

Launch Ahead

Reuters Showcase

Cost-Cutting

Cost-Cutting

Yahoo set to outline cost-cutting efforts - WSJ.  Full Article 

New on Twitter

New on Twitter

Twitter lets users stream music, audio via SoundCloud tie-up.  Full Article 

Cyber Crime

Cyber Crime

"Malvertising" targets US military firms in new twist on old web threat   Full Article 

Encrypted Phones

Encrypted Phones

U.S. FBI director warns that new phone encryption could thwart probes  Full Article 

eBay Business

eBay Business

PayPal spinoff seen critical for eBay amid e-commerce weakness  Full Article 

Uber Fined

Uber Fined

French court fines Uber car service 100,000 euros  Full Article 

'Robotic Eyes'

'Robotic Eyes'

Helps Japan's bipedal bot run faster.  Video 

Reuters India Mobile

Reuters India Mobile

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