Elie Khouri questions regional adspend figures released by Ipsos

OMG MENA CEO speaks to Arab Ad about discrepancies in the market research company's reporting

According to Ipsos, total advertising spend across traditional media in all regional markets last year stood at $20.3 billion. A figure, it said, that represented a seven per cent drop on 2016. You could almost feel the disbelief in the air when those figures were published.

How had Ipsos, a market research company with the admittedly tough task of measuring adspend, arrived at such implausible figures? It’s a question that Elie Khouri, chief executive of Omnicom Media Group, was one of the first to ask.

To read the full article, please go to Arab Ad Online

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