Dubai: It is unlikely boundaries exist any longer between digital media platforms and digital ads. For many, it could even reach a point where they are one and the same.
Facebook is mining all options when it comes to extending its reach and thus get more advertisers to “like” it and show that appreciation in advertising dollars. (It might also explain why some WhatsApp adherents have been vocal against the $19 billion (Dh69.78 billion) acquisition as Facebook could yet bring in some ad element into the messaging platform.)
Territories are also being marked out for exploitation — Yahoo has let it be known that anyone wanting to access its portal might soon enough not be able to do so with their Facebook or Google identities.
The turf markings do not begin or end with the social media giants — “Our view is that digital is going to continue to grow into areas and parts of our lives much further than it is now,” said Noah Khan, head of Digital Arts Network, part of the TBWA\Raad communications network.
“Apple has announced CarPlay which integrates mobile technology into your driving experience; Google has purchased Nest, a company focusing on enhancing your experience in the home with things such as the thermostat, fire alarms with very big plans for them. So we have just started the digital journey in some respects.”
The latest edition of the Dubai Lynx Awards and conferences opens on Sunday (March 9) against this backdrop of change and even more of it. A record number of entries — 2,279 in all — for recognition have been submitted, and that is 9 per cent more than in 2013. All of the ad and media platforms are in the reckoning, with print and outdoor still among the top categories in terms of entries.
UAE leads with 1,277 entries overall, with Egypt and Lebanon following with 332 and 266 submissions. (The winners will be revealed on March 12.)
“As the industry continues to evolve with new media and technologies, creative awards benchmark standards that propel the industry forward and the high level of participation this year validates the importance of winning a Lynx award,” said Terry Savage, CEO of Lions Festivals.
With so many platform choices, advertisers and agencies are spoilt for choice. But it comes with a statutory warning from Khan.
“Going after everything is a concern — taking social media as an example some clients want to be on every single platform but once you spend time with them looking at their strategy and content structure you quickly realise that most of the channels would be underpopulated,” Khan said.
“Our belief is to do a few things and do them exceptionally well. Clients are very keen to engage with their audience in new and exciting ways. Agencies need to act as partners in exploring this. So the investment in digital for agencies is an investment in their future partnership with their clients.”
