Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights People
Back
Elie Aoun Will Lead Adex
By Arjun RKSun, Aug 02 2020

Contact
elie-aoun-will-lead-adex

Elie Aoun, CEO of Ipsos Media in MENA, will take the helm as the new global leader for Adex service. Communicate spoke with Aoun to learn more about the service and how it’ll benefit the region.

What is Adex?

Adex (Advertising expenditures), is a service that measures the advertising expenditures on different media, in different markets.

What is the specialty of this service?

The advertising expenditures on different media will be measured on a daily basis, using advanced technology like AI. For TV and Radio, [we use] what is [known as] ASR(Automated spot recognition), where every TV and Radio spot is fingerprinted the first time it’s on-air, and then the system will automatically [start to] recognize it

For measuring digital ads, Ipsos creates all the different possible profiles which then visit the websites that are monitored, up to 300 times per day, to make sure they are served all possible ads so that the system captures them. Ads and their costs are reported on a daily basis using proprietary software called STATEX.

How will this service benefit the region?

This will be the first time where service is created in our region and exported globally. We’ve been a region that [usually] imports services but we’re now on the export side of the business.

What challenges do you foresee during the expansion of this service?

There are a lot of challenges but the main will be convincing other countries about the benefits and importance of such a service because there might be a more established competition in those countries. We need to [ be thorough] with the market, competition, and cost to launch this service in other countries.

RELATED TOPICS
Adex Ipsos Mena
MORE IN People
People
November 05, 2020 Let the Spoofing Begin: How to Do Parody Advertising Right

Parody advertising is a double-edged sword. It can be pretty effective, but it can also backfire spectacularly. To understand what works and what doesn’t, Communicate spoke to Jaison Ben, Creative Director at Publicis Middle East, who was behind the campaign for Nescafe 3in1’s new packaging, unveiled earlier in the year. How to know when parody […]

People
November 05, 2020 How Gaming Is Powering On in MENA as a Strong Marketing Channel

Interested in the fast-growing gaming community in the region? Communicate spoke with Mathew Pickering, Managing Director at gaming and esports communications agency Power League Gaming, to break it down for you. What does PLG do, exactly? Power League Gaming connects brands with Arabic gaming and esports audiences, primarily across MENA, of which 30% of the […]

People
November 02, 2020 How the Right Loyalty Program Can Help During a Pandemic

A little more than a year ago, Majid Al Futtaim unveiled Share, its app-based lifestyle rewards program. A few months later, Covid-19 struck. Communicate sat with Kashmira Motiwalla, Head of the Share loyalty program at Majid Al Futtaim, to discuss what that meant for the newly-launched initiative. What impact did the pandemic and the lockdowns […]

People
October 27, 2020 Why Investing in Programmatic Advertising is a Safe Bet

Imad Jomaa, Founder and President of Lebanon-based holding company JGroup, explains how he sees programmatic in light of JGroup’s recent investment in FoxPush, a Dubai-based full-stack solution for publishers and digital advertisers. How fast is the programmatic ad market growing in the region and what is driving this growth? Programmatic advertising is growing rapidly across […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me